The goal of a behavior analysis approach to travel studies is to understand the psychological forces that motivate an individual traveler, that influence the various travel‐related decisions the individual makes, and that impact the level of satisfaction with a destination region (Chon, 1989). A number of tourism and recreation researchers have investigated the reasons why people travel; studied the traveler's travel purchase behavior; and emphasized the image of a tourist destination and the tourist's perception of an attitude toward a tourist destination.
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