Most existing mathematical models of tourist choice behavior assume that individuals' preferences for choice alternatives remain invariant over time. Although the assumption of invariant preference functions may be reasonable in some choice contexts, this study examines the hypothesis that theme-park choice is partly influenced by variety-seeking and seasonality effects. A conjoint choice model is developed to estimate these effects. The proposed seasonality and variety-seeking choice model differs from traditional conjoint choice models in that it allows individuals' preferences to vary over time. The model is tested using experimental design data about the choice of theme parks, collected in The Netherlands. The findings of this study support the hypothesis of variety seeking behavior and seasonality.