Motivational segments for trips along the high coast byway of Sweden: a study of local leisure excursions and domestic holidaymaking

A study of the High Coast / Kvarken Archipelago reveals that scenic byways like Sweden's brown-signposted routes primarily attract local and regional visitors seeking respite from everyday life, stunning landscapes, and outdoor experiences. The research identified three key motivational segments for travelers: those focused on sightseeing and outdoor life, those prioritizing escape and exploration, and those using the route as a quick connection to family or friends. Notably, 82% of participants were repeat visitors with ties to the area through second homes or personal connections, while only 18% were first-time explorers. The findings suggest that promotional efforts for such routes should emphasize their appeal to both local and regional audiences, addressing the blurred distinction between day-trippers and overnight tourists.

Jacobsen, J. Kr. S., & Antonson, H. (2016). Motivational segments for trips along the high coast byway of Sweden: a study of local leisure excursions and domestic holidaymaking. Scandinavian Journal of Hospitality and Tourism, 17(2), 177–193. https://doi.org/10.1080/15022250.2015.1133318