Abstract
The aim of the study is to examine motivations for practicing physical activity on holiday. In particular, the objective is to compare home habits to holiday experiences and identify differences and commonalities in individuals’ attitude towards physical activity. The methodological approach is to conduct a survey among tourists during a holiday stay by employing a self-administered questionnaire. Findings identify three motivational factors (Decompress, Performance and Shape) and a cluster analysis reveals the coexistence of four different profiles of physical activity performers (Shapers, All-around Pursuers, Sport Performers and Decompress Seekers). Results show diffuse distinctiveness of motivations for practicing physical activity on holiday compared to the motivations for practicing it at home. Specifically, Decompress motives increase and Shape motives decrease. The study contributes to deepen the knowledge on consumer behaviour in leisure and holiday and provides useful insights to destination managers and policy-maker to address the sport tourism market.