How business travel affects pleasure travel

The purpose of this study is to explore the impact business travel has on the need for and motivations to engage in pleasure travel. The study is framed within the concept of two freedoms – ‘freedom from’ and ‘freedom to.’ It examines the importance of pleasure travel to those who engage in business travel and then compares this cohort to the general population of pleasure tourists. The study revealed that the business traveller undertakes pleasure travel for substantially different reasons than members of the general public. Whereas ‘freedom from’ is a key driver of pleasure tourism in general, business travellers value the motive of ‘freedom to’ much more highly. Conceptually, the study validates the use of the freedoms concept to examine differences between tourist cohorts. Adding ‘freedom’ to research adds an extra degree of subtlety and nuance to the travel decision process. In addition, it highlights a hitherto unrecognised element of heterogeneity in the travelling public that warrants further exploration.