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Journal of Travel Research
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Modeling Iso-Ahola’s Motivation Theory in the Tourism Context

David Snepenger

Le Moyne College in Syracuse, New York

Jesse King

Colleges of Business in marketing at Montana State University in Bozeman

Eric Marshall

Colleges of Business in marketing at Montana State University in Bozeman

Muzaffer Uysal

Department of Hospitality and Tourism Management at Virginia Polytechnic Institute and State University in Blacksburg

Iso-Ahola’s theory asserts that personal escape, personal seeking, interpersonal escape, and interpersonal seeking motivate tourism and recreation. This article operationalizes and empirically tests Iso-Ahola’s theory for similar tourism and recreation experiences. The motivation dimensions are monitored using scenario-based data for sporting events, beaches, amusement parks, and natural parks. The first investigation used confirmatory factor analysis to explore the efficacy of six competing motivational structures. Three of these competing models achieved superior and similar fit statistics, with one model incorporating the most parsimonious structure. This model gave equal and direct salience to each of the four motivations. The second investigation examined the differences in motivation levels for tourism and recreation experiences. Tourism experiences exhibited higher levels of motivation, particularly for the personal seeking and personal escape dimensions. The third investigation found no relationship between the number of recent domestic and international vacations and tourism motivations among the subjects.

Key Words: Iso-Ahola’s motivation theory • confirmatory factor analysis • tourism and recreation motivations

Journal of Travel Research, Vol. 45, No. 2, 140-149 (2006)
DOI: 10.1177/0047287506291592
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