consumer behavior, tourism, tourist experience, consumers’ need for uniqueness, independent self-construal, interdependent self-construal


This paper addresses some central, yet neglected, motivational issues of tourist experiences. Tourists’ motives for seeking uniqueness to create memorable experiences are addressed as significant aspects of destination decision making. Thus, the aim of this paper is to explore the self-related antecedents of consumers’ need for uniqueness in the tourism context. Results of a quantitative analysis among 192 young travelers in Slovenia using structural equation modeling show that their independent self-construal is positively related to consumers’ need for uniqueness. However, there was no relationship found to be significant between the interdependent self-construal and any dimensions of consumers’ need for uniqueness. The findings of the study provide deeper insights into underlying motives for tourism experiences and offer implications for tourism practice.