HIERARCHICAL REPRESENTATION STUDY ON PERSONAL MOTIVES OF SUMMER HOLIDAY SEEKERS: THE CASE OF ITALY DURING THE COVID-19 PANDEMIC

  • Zira Hichy University of Catania
  • Marco Platania University of Catania – University of Winchester
DOI: https://doi.org/10.33776/et.v12i2.7122

Keywords:

Holiday, COVID, Motivations, Laddering Technique, Goal setting

Abstract

Using a method that examines goal setting, this study investigates the reasons people take a holiday during the ‘COVID summer’. Participants were 141 Italians that completed a questionnaire during summer 2020. The results revealed 13 reasons for taking a holiday: ‘Family/Friends’, ‘Attachment’, ‘Relax’, ‘Fun’, ‘New experiences’, ‘Increasing knowledge’, ‘Overcoming general stress’, ‘Overcoming lockdown stress’, ‘Present well-being’, ‘Future well-being’, ‘Enrichment’, ‘I like it’, and ‘Socialising’. Revealing connections between reasons, the hierarchical structure revealed that the principal reasons for taking a holiday during the COVID summer are tied to gaining future well-being, maintaining close relationships, and enhancing personal growth. These results are useful for defining tourism destination policies in the post-pandemic phase.

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Published
2022-09-27
How to Cite
Hichy, Z., & Platania, M. (2022). HIERARCHICAL REPRESENTATION STUDY ON PERSONAL MOTIVES OF SUMMER HOLIDAY SEEKERS: THE CASE OF ITALY DURING THE COVID-19 PANDEMIC. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 12(2), 600-626. https://doi.org/10.33776/et.v12i2.7122
Issue
Vol. 12 No. 2 (2022): July-December
Section
RESEARCH PAPERS
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