Tourists’ holiday preferences may change with changing consumption habits and various impulses,
such as sensation seeking and change seeking. Th erefore, this study aims to determine the eff ect of
domestic tourists’ sensation seeking on their holiday preferences according to their level of change
seeking. A questionnaire was developed based on previous literature and data were collected among
domestic tourists who inhabit the Adana city center and who had holiday at least once a year. Overall,
data from 1,580 respondents entered the data analysis stage. Using stepwise clustering, participants
were divided into two groups: high level of change seekers and low level of change seekers. It was found
that individuals who had high level of change seeking attitudes displayed more sensational seeking
than individuals who had low level of change seeking. Th e fi ndings also showed that people with high
level of change seeking had signifi cantly higher motivations for beach, culture and adventure holidays.