Tourist preferences - Influence of unconscious needs

This study examines the relationships among tourists' unconscious needs for achievement, affiliation and power and their preferences for adventure, cultural, and ecorelated tourism. Study data were collected from student,; at. the University of Utah via an Online (questionnaire. The unconscious needs were scored from their stories created based on thematic apperception test. pictures. The tourist preferences were measured through six packages. The relationships among the needs and preferences were examined through canonical variate analysis, Two significant relationships were detected: one between the need for achievement. and the preference for adventure tourism; and the other between the need for affiliation and the preference for cultural tourism.