JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Vacation Adventure Versus Relaxation: Revitalization or Exhaustion
Author(s): William W. Hill, II, Yingge Qu
Citation: William W. Hill, II, Yingge Qu, (2021) "Vacation Adventure Versus Relaxation: Revitalization or Exhaustion," Journal of Marketing Development and Competitiveness, Vol. 15, Iss. 1, pp. 90-100
Aricle Type: Research paper
Publisher: North American Business Press
This paper focuses on how a vacationer’s activity intention influences possible feelings of rest and relaxation at the end of a typical vacation. Following previous research by the author examining vacationers from a sample of United States vacationers (Hill, 2016), two new concepts are proposed: activity intention and vacation restoration. The findings suggest these two concepts are clearly associated; specifically, the greater the level of planned activities, the less rested travelers feel at the end of a vacation. Additionally, the relationships of individual travel factors (gender, age, and education) and vacation style determinants (distance, group size, vacation length, tropical vacation choice) found support within the proposed activity intention-vacation restoration model.