This paper uses myths present in tourists' discource to provide insight abo
ut their holiday experiences. Anthropological and linguistic concepts of my
th are reviewed and written, photographic and interview data are presented
from two contrasting groups of tourists on boating holidays to the Norfolk
boards (UK). Myths were discernible in all three data strands, and relation
ships between them made it possible to identify tourists' assumptions among
their holiday, which were consistent from group to group and with previous
ly published accounts of experiences. Myths often constrained individuals w
ith unchallenged cultural baggage, but at the same time offered ways to esc
ape these constraints, "personalizing" their experience and revolving inher
ent conflict at the emotional level.