This research examines the contention made in the travel-style literature that individuals with different travel styles differ in terms of how they prefer to travel when on vacation. Study participants classified into travel-style groups evaluated conjoint profiles for a vacation to a hypothetical novel destination described in terms of three factors: type of accommodations, type of travel companions, and type of language. The findings indicated that preferences for the study factors differed by travel-style group, although not always in the direction suggested by the literature.
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