Travel motivation of independent youth leisure travellers

Abstract

The overall purpose of this study was to better understand why youth travellers are visiting Manitoba. A web-survey was administered to visitors of the Hostelling International - Canada, Manitoba Region website. Youth leisure travellers planning to visit Manitoba were found to be between 24 and 28 years of age, mostly from Canada and Australia, not students, but educated and employed, with between $501 and $3,500 available for travel purposes. Respondents’ travel plans were found to include; travel alone or with one other person, an average stay of 5 days planned for Manitoba, travel by rented vehicle or by bus, and the use of the internet, guidebooks and family and friends as information sources prior to travel. Dominant motives for travel to Manitoba were uncovered, and relationships of Manitoba specific travel motives were found with several demographic and travel characteristics. The results of this study can be used by the Manitoba tourism sector to market Manitoba travel experiences and to emphasize how they cater to one or more dominant travel motives. This will enable them to better attract and satisfy their customers.