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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 


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.