This bachelor thesis investigates what motivates tourists to choose sled dog tours through a case study of the dog sled company Arctic Circle Kennel, Swedish Lapland. To approach the research question, the authors provided literature on the concepts of Iso-Aloha’s Social Psychological Theory of Motivation (SPMTM) and animal-based tourism. SPMTM provided a deep insight into the intrinsic motives and suits the often reciprocal connections of inner motivational factors. We applied these concepts using qualitative research methods, which suited the research on motivation as it tends to be expressed in the form of feelings, perceptions and attitudes which are words and thus of a qualitative nature Whereas, tourist motivation has been extensively researched it has not been applied exclusively on dog sledding. Using purposive sampling, semi-structured interviews, and qualitative content analysis, we enquired an in-depth understanding of the personal motivation of dog sled participants. The results showed in main occurring conceptual patterns that were Dog & Dog sledding, Arctic,Whole Package, COVID-19 and Get Away from Life, which could be applied on SPMTM. Furthermore, the collected data during the interviews provides inspiration for further research into the relationship between wellbeing and dog sledding.