Despite the fact that horse-based tourism is very popular on the high-impact recreational activity, this research field was given only little attention so far. Although, motivation theories have been related to jobs and tourism in general, little is known about the target groups of equestrian tourists. The purpose of this study is to investigate in how far Landsmot becomes responsible for the German Icelandic horse community's motivation to visit Iceland. Thereby, an emphasis is placed on the individual's motivation that decides about the visit to Landsmot, and the resulting impact on their...