Travel motivation has been pointed out to be the stage that triggers the whole decision process and channels it accordingly. As such, many researchers still believe that the achievement of a theoretical breakthrough in understanding its function would bring about a full understanding
of the choice process. Such a breakthrough is attainable if the research on this issue would take an entirely different course. If it is assumed that travel motivation is reflected in the way tourists evaluate destination attributes, then the relative importance placed on the various attributes can be measured, and, thus, a great deal can be learned about what actually motivates tourists to travel. In order to pursue such a research approach successfully, it is necessary to incorporate two prevailing research strategies.