Horse-based Tourism in Iceland - An analysis of the travel motivation of equestrian tourists

Horse-based Tourism in Iceland - An analysis of the travel motivation of equestrian tourists

Abstract

Contents

List of Figures

List of Abbreviations

Acknowledgements

1. Introduction

1.1 Introduction

1.2 Research Aim

1.3 Research Question

2. Literature Review

2.1 Introduction

2.2 Iceland

2.2.1 Economy

2.2.1.1 Recession

2.2.2 Tourism

2.2.2.1 Horse-based Tourism in Iceland

2.2.2.2 The Icelandic Horse

2.2.2.3 The Landsmót

2.3 Tourist behaviour

2.3.1 Differentiation between consumer and tourist behaviour

2.3.2 Tourist decision-making process

2.4 Tourist motivation

2.4.1 Need-based motivation

2.4.2 Motivation of equestrian tourists

3 Methodology

3.1 Rationale behind the methodology

3.2 Limitations

3.3 The sample

3.4 Primary Data

3.4.1 Survey

3.4.2 Pilot test

3.5 Secondary Data

3.5.2 Multiple source

3.5.3 Survey-based secondary data

4. Presentation & Analysis of Findings

4.1 Participants relation to Icelandic Horses

4.2 Iceland

4.3 The Landsmót

4.3.1 Motivation of visiting the Landsmót

4.3.2 Demographic numbers

5. Discussion of Findings

6. Conclusion

Reference List

List of Appendices

Appendix 1 – Online Survey in German

Appendix 2 - Modified Sport Fan Motivation Scale by Daniels and Norman

Appendix 3 – Modified Sport Fan Motivation Scale by the author, based on Daniels and Norman (German)

Appendix 4 - Charts based on the results of the online survey (mentioned in section 4)

1. Participants relation to Icelandic Horses (German)

2. Iceland

3. The Landsmót

4. Demographic numbers