UNDERSTANDING THE FACTORS INFLUENCING SKI DESTINATION CHOICE - A MEANS-END ANALYTIC APPROACH

A variety of factors have been examined to understand and explain dest ination choice behavior, ranging from the relatively tangible attribut es of products, to the intangible benefits, needs, and personal values people seek to satisfy through their choice behavior. Means-end theor y provides a logical framework and methodology for relating these tang ible and intangible elements. This paper provides an overview of means -end theory and its methodology, illustrates its application in a dest ination choice setting, and discusses some of the implications offered by the means-end perspective for future leisure and tourism research.