Relationship between motivation and website features: Do adventure and relaxation seeking travellers differ? An exploratory study

The study applies the partial least square method to assess the relationship between the importance of website features and motivational factors for reading blog entries, including the factors reduce risk, time saving, reliable information, authentic information, trip and preparation tools and fun & social contact. Results indicate that only a few motivational factors are essential antecedents for the perceived importance of certain website features. Moreover, it has been shown that the influence of motivational factors on the importance of website features differs between travellers who seek relaxation and those who seek adventure.