“…Although there is extensive research on tourist behavior in the case of a mass tourism destination, the majority of these studies are focused either on tourist motivation (Bogari, Crowther, & Marr, 2004;Correia & Crouch, 2004;Crompton, 1979;Dann, 1981;Kozak, 2002), tourist satisfaction (Akama, & Kieti, 2003;Dunn & Iso-Ahola, 1991;Fallon & Schofield, 2004;Kozak, 2001;Kozak & Rimmington, 2000;Tribe & Snaith, 1998), or on the economic, environmental, and sociocultural impacts of mass tourism to the host communities (Flognfeldt, 1999;Murphy & Williams, 1999;Stoeckl, Greiner, & Mayyocchi, 2006;Taylor, Fletcher, & Clabaugh, 1993). As a result, it is not yet well documented whether mass tourists prefer activities other than those associated with the 4S offerings (sun, sea, sand, and sex).…”