Price Is Not Always King

Here's an article about a TIA study based on 5,000 respondents that makes the following point:

"leisure travelers decide where they want to go and for how long before they even consider the price tag"

I guess sometimes it just takes 5,000 people and a few thousand dollars to tell us what we already know. Once people move along a path from "needing" something to "wanting" it, price becomes less important. And, leisure travel is all about what we want, and more importantly, how we want to feel.

They could have just read The Want Factor.