A look into travel motivation post-crisis: Insights from means-end chain theory

Travel motivation has undergone a profound shift post-crisis (COVID), reshaping the very core of leisure travel behavior. Utilizing Means-End Chain (MEC) theory, this study investigates the complex interplay between destination attributes, traveler outcomes (consequences), and personal values that guide travel decision-making. Survey data from 440 US residents reveal three distinct phenomena: (1) “motivation realignment”, where safety, natural scenery, and cultural attributes have been elevated from peripheral to central positions; (2) “compression effect,” with the shortening of cognitive pathways; and (3) “value resilience,” wherein core values remain stable despite being accessed through reconfigured pathways. The findings challenge the traditional models of travel motivation, suggesting that a new framework is essential for understanding the cognitive shifts shaping global travel behavior. Moreover, the study emphasizes the increasing importance of psychological well-being in travel decisions, highlighting how tourism offerings must now meet deeper emotional and experiential needs. The study also provides actionable insights for tourism practitioners, emphasizing the need for tailored, post-crisis experiences that align with the evolving values of today's travelers.