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The importance of understanding travelers’ motivation: Understanding why people travel to unlock industry opportunities

Dokument   •   Jul 05, 2018 11:17 CEST

Travelers make decisions for many different reasons, some rational and others more emotional. The complex web of underlying social and emotional drivers often collide with the more considered and rational impulses. This paper explores why understanding travelers’ motivation matters, describes how the travel industry can adapt and gives recommendations for the travel industry on the subject.
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