Exploring motivations for workations: A mixed-methods approach

Workationers travel away from home for both work and vacation. In this study, we adopt the means-end chain theory as our guiding framework to explore the unique motivating factors for workations. Study 1 involves 21 indepth interviews with workationers and found workation features, benefits, values, and behavioral intentions associated with workations. In Study 2, we conduct text mining by analyzing tourist reviews to validate the findings of Study 1. In Study 3, we implement a survey with 900 completed responses from workationers. The findings suggest that the quality of the workspace, beautiful scenery, and local activities are the most important features of workation tourism products. Work-related elements and outcomes are prioritized over vacationrelated activities. However, the restorative effect is stronger than personal achievement, leading to positive behavioral intentions towards workations. Managerial implications are provided so that local governments and tourism destination marketers can effectively design and promote workation tourism products.