Exploring Tourist Motivations: Mixed-Methods Insights for Destination Management

This study explores tourist motivations through a mixed-methods approach, combining qualitative coding of open-ended responses with quantitative network analysis. By examining why vacationing is important, we identified eight motivation categories including Physical & Mental Renewal, Social Bonding, and Novelty & Adventure. Network analysis revealed significant co-occurrence patterns between motivations, challenging traditional push–pull frameworks by demonstrating that travelers simultaneously hold multiple, sometimes paradoxical desires. Demographic comparisons showed that women emphasize relaxation and rejuvenation, while men prioritize novelty and exploration. Age-related differences revealed younger travelers seek adventure and personal growth, while middle-aged participants valued family time and relaxation. Our findings demonstrate how tourist motivations function as interconnected constellations rather than isolated factors. By highlighting tensions such as comfort versus sustainability, digital detox versus connectivity, and novelty versus familiarity, the study illustrates how motivational paradoxes can inform destination management strategies. These results offer practical guidance for DMOs, particularly in contexts of overtourism where repositioning is needed, and for new destinations seeking to differentiate themselves in a competitive global market. Framing motivations within these broader transformations—post-pandemic regeneration, sustainability debates, and digital lifestyle shifts—enhances the relevance of our contribution to both scholarship and practice.