HIERARCHICAL REPRESENTATION STUDY ON PERSONAL MOTIVES OF SUMMER HOLIDAY SEEKERS: THE CASE OF ITALY DURING THE COVID-19 PANDEMIC

Using a method that examines goal setting, this study investigates the reasons people take holiday during ‘COVID summer’. Participants were 141 Italians completed questionnaire summer 2020. The results revealed 13 for taking holiday: ‘Family/Friends’, ‘Attachment’, ‘Relax’, ‘Fun’, ‘New experiences’, ‘Increasing knowledge’, ‘Overcoming general stress’, lockdown ‘Present well-being’, ‘Future ‘Enrichment’, ‘I like it’, and ‘Socialising’. Revealing connections between reasons, hierarchical structure principal COVID are tied to gaining future well-being, maintaining close relationships, enhancing personal growth. These useful defining tourism destination policies in post-pandemic phase.