and over 60. Each participant was asked to select those tourist types which she has belonged to in earlier periods of her life, or currently belongs to. For example, a participant aged 47 was requested to select her personal tourism habits when she was younger than 20, between 21 and 40 as well as her current preferenc The third part of the questionnaire comprised 60 photos depicting different ourism-related situations. Participants should identify those photos that best represent their personal tourism habits. In the end, we have gathered data from 426 respondents; their demographic composition in shown Table 1 Table 1. Personal and demographic characteristics of survey sample(n=426) g with long term partner-31l Resident of a ci The tourist typology is given in Table 2 and the descriptions as provided in the questionnaire are shown. Additionally, the absolute and relative frequencies of the respondents tourism preferences are given. Please note that the sum of the relative frequencies exceeds 100%, because most respondents obviously assigned themselves to more than one tourist type. The rank order of tourist types in this table significantly correlates(Pearson's r=0.895, a=0.001) with the results presented in 3 3 On pack and kick in tourism In order to generate a map of the relationships between tourist types and the photographs we carried out a correspondence analysis. Starting from a cross tabulation of photo click frequencies by tourist type, we obtained the correspon- dence analysis map depicted in Figure 1. The results show that the relationship between tourist type and photo can be mapped onto two dimensions that account for 56.44% of the inertia, i.e. a large amount of the total variance is explained by the first two principal axes. In particular, the x-axis can be referred to as the Pack Factor and the y-axis represents the Kick Factor. The Pack Factor identifies the level of collectivity"one can associate with a particular tourist type. Consider, for example, the explorer, which is the left-most tourist type, and the Organized Mass Tourist, the right-most tourist type along the x-axis The Explorer might be identified as a rather solitary individual compared to an Organized Mass Tourist, who is generally accompanied by a larger number of like-minded tourists. This interpretation is corroborated by the findings of a study in which tourist experiences have been identified to vary along an indi- vidualistic/collectivistic continuum [6. The Kick: Factor identifies the "level of excitement"one might associate with a particular tourist activity. The Thrill Seeker, for instance, is by definition interested in risky, exhilarating activities48 H. Berger et al. and over 60. Each participant was asked to select those tourist types which she has belonged to in earlier periods of her life, or currently belongs to. For example, a participant aged 47 was requested to select her personal tourism habits when she was younger than 20, between 21 and 40 as well as her current preferences. The third part of the questionnaire comprised 60 photos depicting different tourism-related situations. Participants should identify those photos that best represent their personal tourism habits. In the end, we have gathered data from 426 respondents; their demographic composition in shown Table 1. Table 1. Personal and demographic characteristics of survey sample (n=426) Gender Female - 208; Male - 218 Age group 21 to 40 - 200; 41 to 60 - 187; 61 and above - 39 Education Primary - 148; Secondary - 156; University - 122 Marital status Single/separated - 115; married/living with long term partner - 311 Kids no kids - 189; one or more kids - 237 Resident of a city - 188; village/town - 238 The tourist typology is given in Table 2 and the descriptions as provided in the questionnaire are shown. Additionally, the absolute and relative frequencies of the respondents’ tourism preferences are given. Please note that the sum of the relative frequencies exceeds 100%, because most respondents obviously assigned themselves to more than one tourist type. The rank order of tourist types in this table significantly correlates (Pearson’s r = 0.895, α = 0.001) with the results presented in [3]. 3 On Pack and Kick in Tourism In order to generate a map of the relationships between tourist types and the photographs we carried out a correspondence analysis. Starting from a cross tabulation of photo click frequencies by tourist type, we obtained the correspon￾dence analysis map depicted in Figure 1. The results show that the relationship between tourist type and photo can be mapped onto two dimensions that account for 56.44% of the inertia, i.e. a large amount of the total variance is explained by the first two principal axes. In particular, the x-axis can be referred to as the Pack Factor and the y-axis represents the Kick Factor. The Pack Factor identifies the “level of collectivity” one can associate with a particular tourist type. Consider, for example, the Explorer, which is the left-most tourist type, and the Organized Mass Tourist, the right-most tourist type along the x-axis. The Explorer might be identified as a rather solitary individual compared to an Organized Mass Tourist, who is generally accompanied by a larger number of like-minded tourists. This interpretation is corroborated by the findings of a study in which tourist experiences have been identified to vary along an indi￾vidualistic/collectivistic continuum [6]. The Kick Factor identifies the “level of excitement” one might associate with a particular tourist activity. The Thrill Seeker, for instance, is by definition interested in risky, exhilarating activities