Systematic approach to personal travel motives - possibilities in Lithuania

Vladimiras Grazulis, Brigita Zuromskaite

Research output: Contribution to journalArticle


The authors of the article attempt to provide a systematic approach to an individual’s travel motives. Keeping in mind the change in travel motives in the historical context and future perspective, the authors analyze the comments of well-known tourism specialists on individuals’ travel motives and discuss the models published in scientific literature. The authors agree that the change in people’s travel motives has an influence on the tourism supply which can be interpreted as a step from the present “hard” to the future “soft” tourism. It has been noted that the fact of travel motive classification was actualized in the scientific debate; therefore, the authors pay particular attention to the links of people’s travel motives with tourism types and present a systematic analysis of the choice of tourist travel trends from the second half of the twentieth century to the present. At the same time, the article justifies the idea that more research is needed to identify the tourist travel motives, depending on the travelers’ home counties and their religious, ethnic, and cultural dimensions. While presenting the statistics and results of their own research on foreigners’ motives to visit Lithuania, the authors of the article analyze the achievements and drawbacks in organizing tourism in Lithuania, as well as opportunities for tourism development. The paper presents suggestions for a systematic research of tourist travel motives on which basis it would be possible to create new products and improve Lithuania’s competitiveness in the tourism market.
Original languageEnglish
Pages (from-to)5-17
JournalSocialiniai tyrimai
Issue number4
Publication statusPublished - 2013



  • Tourism
  • Tourist travel motives
  • System of travel motives

Cite this