Exploring Tourist Motivations: Mixed-Methods Insights for Destination Management

Attila Lengyel, Zoltán Bács, Éva Bácsné Bába, Veronika Fenyves, Renátó Balogh () and Anetta Müller
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Attila Lengyel: Coordination Center for Research in Social Sciences, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
Zoltán Bács: Institute of Accounting and Finance, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
Éva Bácsné Bába: Institute of Sport Economics and Management, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
Veronika Fenyves: Institute of Accounting and Finance, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
Renátó Balogh: Institute of Sport Economics and Management, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary
Anetta Müller: Institute of Sport Economics and Management, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-19

Abstract: This study explores tourist motivations through a mixed-methods approach, combining qualitative coding of open-ended responses with quantitative network analysis. By examining why vacationing is important, we identified eight motivation categories including Physical & Mental Renewal, Social Bonding, and Novelty & Adventure. Network analysis revealed significant co-occurrence patterns between motivations, challenging traditional push–pull frameworks by demonstrating that travelers simultaneously hold multiple, sometimes paradoxical desires. Demographic comparisons showed that women emphasize relaxation and rejuvenation, while men prioritize novelty and exploration. Age-related differences revealed younger travelers seek adventure and personal growth, while middle-aged participants valued family time and relaxation. Our findings demonstrate how tourist motivations function as interconnected constellations rather than isolated factors. By highlighting tensions such as comfort versus sustainability, digital detox versus connectivity, and novelty versus familiarity, the study illustrates how motivational paradoxes can inform destination management strategies. These results offer practical guidance for DMOs, particularly in contexts of overtourism where repositioning is needed, and for new destinations seeking to differentiate themselves in a competitive global market. Framing motivations within these broader transformations—post-pandemic regeneration, sustainability debates, and digital lifestyle shifts—enhances the relevance of our contribution to both scholarship and practice.

Keywords: tourist motivation; mixed-methods research; network analysis (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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