Motivation of equestrian tourists to travel to a horse-based event

Table of Contents

1. Introduction

1.1 Introduction

1.2 Research aim

1.3 Research question

2. Literature Review

2.1 Introduction

2.2 Iceland

2.2.1 Economy

2.2.1.1 Recession

2.2.2 Tourism

2.2.2.1 Horse-based Tourism in Iceland

2.2.2.2 The Icelandic Horse

2.2.2.3 The Landsmót

2.3 Tourist behaviour

2.3.1 Differentiation between consumer and tourist behaviour

2.3.2 Tourist decision-making process

2.4 Tourist motivation

2.4.1 Need-based motivation

2.4.2 Motivation of equestrian tourists

3. Methodology

3.1 Rationale behind the methodology

3.2 Limitations

3.3 The sample

3.4 Primary data

3.4.1 Survey

3.4.2 Pilot test

3.5 Secondary data

3.5.1 Multiple source

3.5.2 Survey-based secondary data

4. Presentation & Analysis of Findings

4.1 Participants relation to Icelandic Horses

4.2 Iceland

4.3 The Landsmót

4.3.1 Motivation of visiting the Landsmót

4.4 Demographic numbers

5. Discussion of findings

6. Conclusion

Objectives and Themes

This study aims to investigate how the Landsmót, a significant horse-based event, influences the motivation of the German Icelandic Horse community to travel to Iceland. It explores the relationship between equestrian tourist motivation and destination choice, particularly whether the event serves as a primary driver for travel.

• The role of horse-based events in tourist decision-making processes.
• Motivation factors of the German Icelandic Horse community regarding travel to Iceland.
• Analysis of the correlation between event participation and destination choice.
• Impact of the economic context on travel behavior for niche tourism.
• Comparison of equestrian tourist motivations with established sport fan motivation models.

Extract from the Book

Summary of Chapters

1. Introduction: Presents the research background, the significance of horse-based tourism, and defines the research aim and question regarding the influence of the Landsmót on German Icelandic Horse community travelers.

2. Literature Review: Examines existing theories on tourism, tourist behavior, and motivation, while providing context on Iceland's economy, tourism, and the specific significance of the Icelandic Horse and the Landsmót event.

3. Methodology: Outlines the cross-sectional explanatory research design, detailing the use of both online surveys and archival research to identify correlations between motivation and destination choice.

4. Presentation & Analysis of Findings: Presents the empirical data collected from the survey, including demographics, participant relations to Icelandic horses, and their specific motivations for visiting the Landsmót.

5. Discussion of findings: Critically evaluates the survey results, comparing them with secondary data and analyzing the role of income, age, and existing motivation theories in the travel behavior of the target group.

6. Conclusion: Summarizes the study's findings, stating that no direct correlation exists between the Landsmót and the travel motivation of the community as a whole, while suggesting areas for future research.

Keywords

Equestrian tourism, Landsmót, Iceland, travel motivation, Icelandic Horse, tourist behavior, destination choice, sports tourism, horse-based events, German Icelandic Horse community, tourist decision-making, niche tourism, market segmentation, motive analysis, visitor survey.

Frequently Asked Questions

What is the primary focus of this dissertation?

The study investigates the travel motivation of the German Icelandic Horse community, specifically focusing on whether the Landsmót event in Iceland acts as a decisive factor in their travel decisions.

What are the central themes explored?

The key themes include horse-based tourism, tourist motivation theories, the significance of the Icelandic horse breed in marketing, and the decision-making processes of equestrian tourists.

What is the core research question?

The research asks: How does the Landsmót affect the motivation of the Icelandic Horse community of Germany to travel to Iceland?

Which methodology does the author employ?

The research uses a mixed-model approach, combining a quantitative online survey conducted among the German Icelandic Horse community with qualitative archival research on Icelandic tourism data.

What does the main body cover?

It covers theoretical frameworks for tourist behavior and motivation, provides background on the Icelandic tourism landscape, describes the survey methodology, and analyzes the resulting data regarding participant motivations.

Which keywords define this work?

Primary keywords include Equestrian tourism, Landsmót, travel motivation, Icelandic Horse, tourist behavior, destination choice, and sports tourism.

Does the Landsmót directly determine travel decisions?

The study concludes that no direct correlation exists; while many in the community are aware of the event, it is not the primary factor in their decision to travel to Iceland.

How does income influence the findings?

The discussion suggests that the Landsmót may hold greater appeal as a travel motive for higher-earning sub-groups within the community, though further research is required to confirm this.

What role does the 'purity' marketing concept play?

The study confirms that the "purity" branding of the Icelandic Horse is highly successful, as the majority of participants associate Iceland with being the country of origin for the breed.