Couples on their honeymoon represent a vital part of the tourism market. Since the destination decision for honeymooners is a joint decision, paired in-depth interviews were conducted with ten British couples to explore their honeymoon destination decision making. The themes that arose from this qualitative study were consistent with more general studies on destination choice, including: culture, natural environment, and accommodation. New themes developed from the research included familiarity, romance, and budget. The results indicate that couples were more likely to stretch their budget for a honeymoon, or appear to be less concerned about the cost of their trip, as many see it as a once in a lifetime experience. This indicates that this valuable segment ofthe market should be further explored.
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