The relative influence of travel favorability and importance on travel behavior

Tourism scholars have applied the concept of attitude to examine a variety of topics related to tourism behaviors. Unfortunately, these studies have focused primarily on a respondent's favorability toward travel at the exclusion of at least on other potentially important predictor. Specifically, this research proposes that the concept of travel importance, defined as the degree of priority a person attaches to travel, is a relevant variable that should be included in the analysis of travel behaviors. Based on results from a US sample (n = 559), the hypothesis is confirmed. It is also found that people who perceive travel as more important to their life are more likely to actively and passively search for information about future travel plans, resulting in more frequent travel. The article concludes with recommendations for marketing tourism products and destinations.