Abstract:

The difficulties of framing precise questions and of accurately interpreting the answer - in fact the difficulties of communication - are basic hurdles for the market researchers - even when we talk among ourselves. These difficulties are compounded when the subject of study is as emotive as that of the individual's or family's annual holiday. It is no exaggeration to say that in the Western World the holiday has become the focal point of the year, the subject of psychological influences ranging from incentive to effort, to pride of achievement in terms of personal satisfaction and social status.