| Abstract: | Abstract The purpose of this study was to empirically test Iso-Ahola's (1982) Social Psychological Model of Tourism Motivation (SPMTM). The model is more commonly known as the seeking-escaping theory. Data were collected through a mail survey with 286 respondents and a 31.1% response rate. Factor analysis of the motivation items resulted in a six factor solution. The factors fit into the seeking and escaping dimensions of the SPMTM, thus confirming the model. Motivational factors were compared between Non-Caucasians and Caucasians. Significant differences between the two groups provided support for the subcultural hypothesis, which attributes differences in leisure preferences to differences in norms and values based on racial and ethnic groups. |
