Exploring travelers' preferences: a comparative analysis of independent vs. guided travel experiences in Iceland

Abstract

The way people travel today is noticeably different from how they used to travel in the past. In recent decades, the tourism industry has changed significantly due to changing traveler behavior, technological development, and travel trends. Iceland has become an attractive destination recognized for its focus on sustainability, digital innovation, and unique natural landscapes. The destination attracts both independent and guided travelers, who seek adventure experiences. However, selecting the most suitable travel style that aligns with individual preferences and expectations can often present challenges for many visitors, as each travel style offers diverse advantages and drawbacks.

The research-oriented thesis aims to analyze the differences between independent and guided travel experiences in Iceland to understand how these travel styles affect tourist behavior, satisfaction, and the overall travel experience. The scope of the study included an examination of current tourism trends, tourist motivations, decision-making processes, tourist typologies, and factors influencing travel style preferences. The theoretical framework was based on concepts such as travel destinations, travel behavior, and the comparison of travel styles.

A quantitative research method was applied. Data were collected through an online questionnaire distributed to European travelers. The study was conducted during the spring semester of 2025. The survey findings were analyzed to identify key motivations, benefits, drawbacks, and factors influencing travelers‘ choices between independent and guided experiences. Emphasis was placed on understanding the relationship between travel styles and changing tourist expectations in the context of Iceland.

The results have shown that travelers’ preferences are mainly influenced by factors such as flexibility, safety, cultural immersion, and convenience. Independent travel has been preferred by travelers who seek freedom and authentic experiences, while guided travel has been acknowledged for its expertise, convenience, and ease of organization. The findings provide valuable insights into the changing expectations of travelers visiting Iceland and offer practical recommendations for tourism stakeholders that could adjust their offerings to meet the diverse needs of modern travelers.