Abstract:
Free Independent Travelers (FITs) classify as an important travel segment. They are
referred to as leisure travelers. In Sri Lankan context although tourism arrivals and
leisure tourists are increasing, tourism growth change has been decreasing. So, it is
important to identify how destination attributes and travel motives are influenced the
travel segment to select the destinations. The study aimed to investigate the impact of
destination attributes and travel motives when they select the destinations in Southern
province as a holiday choice. The objectives of the study were to identify the profile of
independent travelers who are traveling to Southern province, to examine the
relationship between destination attributes and destination choice, to examine the
relationship between travel motives and destination choice, to identify the most and
least destination attributes and travel motive factors influence on destination choice
when they select the destinations in Southern province. Primary data were collected
through self-administered questionnaires in Southern province. The purposive
sampling method was used to collect data from 160 Independent travelers and
quantitative data analysis method was used in analysing the data using descriptive
statistics, Pearson correlation coefficient, and multiple leaner regression analysis.
Salient findings of the study indicated that the demographic and profile of the travelers
were significantly associated with independent travel styles. Destination attributes and
travel motives showed a positive significant association on destination choice. Further,
it revealed, other than activities, other attributes and travel motives significantly
influenced on destination choice and attraction. Pull motives were mostly influence on
destination choice of independent travelers in Southern province. Therefore,
destination attributes and travel motives could be used in formulating promotional
strategies and other policies to best satisfy their needs.
Keywords: Free independent travelers (FITs), Destination attributes, Travel motives,
Destination choice
