This article proposes a quality-of-life (QOL) theory of leisure travel satisfaction based on goal theory. The proposed theory has four central principles: (1) selecting leisure travel goals that have high levels of positive valence, (2) selecting leisure travel goals that are very likely to be attained, (3) engaging in actions that would implement these leisure travel goals, and (4) engaging in actions that would allow the tourist to experience goal attainment. Numerous subprinciples are introduced in the context of these four major principles. A research agenda is discussed based on the overall theory. Managerial implications of this research are also discussed.
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