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Tourist preferences influence of unconscious needs
Journal article   Peer reviewed

Tourist preferences influence of unconscious needs

Xuan V Tran and Linda Ralston
Annals of tourism research, Vol.33(2), pp. 424-441
04/30/2006
DOI: https://doi.org/10.1016/j.annals.2005.10.014
PMID: 16073830
Web of Science ID: WOS:000237231200007

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Abstract

This study examines the relationships among tourists’ unconscious needs for achievement, affiliation and power and their preferences for adventure, cultural, and eco-related tourism. Study data were collected from students at the University of Utah via an online questionnaire. The unconscious needs were scored from their stories created based on thematic apperception test pictures. The tourist preferences were measured through six packages. The relationships among the needs and preferences were examined through canonical variate analysis. Two significant relationships were detected: one between the need for achievement and the preference for adventure tourism; and the other between the need for affiliation and the preference for cultural tourism.

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