The effect of sensation seeking on holiday preference: A comparison among domestic tourists according to their level of change seeking

Sa？etak Tourists’ holiday preferences may change with changing consumption habits and various impulses, such as sensation seeking and change seeking. Therefore, this study aims to determine the effect of domestic tourists’ sensation seeking on their holiday preferences according to their level of change seeking. A questionnaire was developed based on previous literature and data were collected among domestic tourists who inhabit the Adana city center and who had holiday at least once a year. Overall, data from 1,580 respondents entered the data analysis stage. Using stepwise clustering, participants were divided into two groups: high level of change seekers and low level of change seekers. It was found that individuals who had high level of change seeking attitudes displayed more sensational seeking than individuals who had low level of change seeking. The findings also showed that people with high level of change seeking had significantly higher motivations for beach, culture and adventure holidays