The university student travel market: Motivations and preferences for activities

Despite the significance of the student travel market, this segment's heterogeneity in motivation and behavior remains relatively unexplored. This article presents a comparative analysis of domestic and international university students' travel motivations and activity preferences. Using Partial Least Squares Path Modeling, questionnaire data from 307 students showed that students were most likely to seek opportunities for learning and relaxation. Further, the student market lacks homogeneity in terms of travel motivation and preference for activities, and motivational factors are significantly associated with activity preference. The study provides empirical support for the motivation-behavior link in preferences for activities, and offers insights into students' travel motivation and needs, enabling more effective product design and marketing for this important segment. Differences between domestic and international students suggest a need for differentiated strategies for the two groups of travelers.