This paper explores route‐choice patterns among motorists on a scenic road in south‐western Norway. Factor analysis is used to identify the characteristics of the types of motorists who seek particular benefits when they choose to travel along this specific route. Five factors were found: 1) experiencing landscapes and attractions; 2) outdoor recreation; 3) off the beaten track; 4) a suitable road; and 5) a variation of travel experiences. In conclusion, the paper offers an alternative framework of road choice structures.
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