Post on 22-Jan-2018
TOURIST
MOTIVATIONS
ATS 2013 INTRODUCTION TO TOURISM INDUSTRYCHAPTER 2
• Discuss tourists’ motivation for leisure
travel and tourism
• Describe Maslow’s hierarchy of human
needs and Epperson’s push-pull model
• Discuss Pearce’s leisure ladder model and
Plog’s psychographic model
• Describe the typical adventure traveller.
CHAPTER LEARNING
OUTCOMES
• In recent years, there has been a dramatic
increase in leisure travel
• Indications are that this is likely to continue
• Motivations for pleasure travel
• Internal forces, external forces, and incentives
that guide, direct and integrate a person’s
behaviour, for future personal satisfaction.
• Iso-Ahola: motivational forces
• Desire to leave the everyday environment
behind
• Desire to obtain psychological or intrinsic
rewards through travel in a contrasting
environment
MOTIVATION FOR LEISURE
TRAVEL
LEISURE TRAVEL
Figure 2–1 • Leisure Tourism Categories
Main factors that motivate tourists:
Personality
Lifestyle
Past experience and past life
Perceptions
Image
Personal circumstances (e.g.,
having a child, change in health)
LEISURE TRAVEL (cont.)
PURPOSE OF TRAVEL
TYPOLOGY OF MOTIVATORS IN
TOURISMFigure 2–2 • A Typology of Motivators in Tourism
Source: John Swarbrooke and Susan Horner, Consumer Behavior
in Tourism (Oxford, England: Elsevier Butterworth-Heinemann,
2005). With permission of Elsevier Butterworth-Heinemann.
According to Juergen Gnoth :
• Tourism is a response to felt needs and acquired values within temporal, spatial, social, and economic parameters
• Once needs are met, generated motivation constitutes a major parameter in expectations
• Expectations determine perceptions of performance of products and services as well as experiences
MOTIVATION, NEEDS,
EXPECTATIONS
Maslow’s hierarchy of Needs:
Physiological to self-actualization.
Higher order(top three) vs. lower
order(bottom two)
Lower needs must be satisfied before
higher needs become important
Lower needs of most consumers in
advanced economies have been met
Travellers may seek satisfaction of
any/all levels of needs when they travel
MASLOW’S HIERARCHY OF
NEEDS
MASLOW’S HIERARCHY OF
NEEDS
Physiological
• Tour packages that offer frequent rest stops
• Easily accessible food outlets in theme parks
• Sleeping shelters strategically located.
Safety
• Reservation service provided at government
approved agencies or locations
• Cruise ship lines providing medical facilities
and doctors as part of their standard services
• Tour guide services provided in exotic or
unfamiliar locations.
MASLOW’S HIERARCHY OF
NEEDS
Love and Belonging
•Group tours with people having similar interests or
background
• Group recognition gained by belonging to
frequent-user programs provided by airlines, hotels,
restaurants and car rental companies.
• Trip made to explore one’s ancestral roots
Esteem
• Elite status in frequent-user programs such as
gold, silver or bronze ‘membership’.
• Incentive travel awards for superior company
performance.
•Flowers and other token provided to guest in
recognition of special occasions.
MASLOW’S HIERARCHY OF
NEEDS
Self-Actualization
• Educational tours and cruises
• Trekking through Nepal, a personal
challenge to one’s physical limits.
• Learning the language and culture
before travelling to another country.
MASLOW’S HIERARCHY OF
NEEDS
People travel because they are:
“Pushed” into making travel decisions
by internal, psychological forces,
Intangible desires to travel generated
from within.
“Pulled” by external forces of the
destination’s attributes Attractions such
as Disneyland or Sea World.
THE PUSH-PULL MODEL
THE PUSH-PULL MODEL
The leisure ladder model developed by
Pearce is similar to Maslow’s hierarchy of
needs, but it goes further by providing
more detailed insights into specific tourist
behaviours.
This model attempts to explain
individual behaviours on the basis of
stages in a tourist life cycle.
THE LEISURE LADDER MODEL
Figure 2–5 • Psychocentric and Allocentric Destinations
Source: Adapted from Stanley Plog, “Why Destination Areas Rise
and Fall in Popularity” (paper presented to the Southern California
Chapter of the Travel Research Association, October 10, 1972), as
cited in Edward Mayo and Lance Jarvis, The Psychology of Leisure
Travel (Boston: CBI Publishing Company, 1981), 118.
THE PSYCHOCENTRIC &
ALLOCENTRIC MODEL
Several factors influence:
Why people travel
Where and when they go
For most people, value for money and time is a major influence:
Cost of transportation
Time it takes to get there
Factors that bring down tourist prices:
Nation devalues currency
Political situation becomes unstable
Examples:
Attempted coup Thailand
Mexican government’s sudden devaluation of the peso
TRAVEL VALUES
Governments can encourage leisure
tourism by creating travel bargains.
Place ceilings on room and meal prices.
Set artificially high or low rates of
exchange for foreign currencies.
The traveller not restricted by time will be
most likely to find the best travel values.
TRAVEL VALUES
“You can’t please all people,
all the time” is the underlying
logic of market segmentation.
• No average tourist and no average
vacation
• Market segmentation is the process of
dividing a large heterogeneous market
into two or more smaller homogenous
market segments; consumers with
similar needs
SEGMENTING TOURISM
MARKET
Geographic Segmentation:
• Grouping potential tourism customers
based on their location
• Oldest and simplest basis for market
segmentation
• Group by nation, region, state/province,
city, neighborhood
• Common for tourism suppliers to market to a limited region: Time and money involved in traveling often a factor in travel decision making
SEGMENTING TOURISM
MARKET
SEGMENTING TOURISM
MARKET
– Grouping potential tourism customers based on objective characteristics
– Most popular basis of segmentation
– Demographic information routinely collected and widely available
– Collected by organizations such as Statistics Canada and U.S. Bureau of the Census
Demographic Segmentation:
Psychographic segmentation:
• Grouping potential customers on their lifestyle
and personality
• Lifestyle is the way people live, identified by their
activities, interests and opinions.
• Plog’s continuum is pyschographic-based
• Example: Family Getaway Traveler,
Adventurous/Education Traveler, Romantics
SEGMENTING TOURISM
MARKET
Product-related segmentation:
• Most direct form of segmentation, group
people based on their product-specific wants
• Can be grouped based on benefits required
• Can be grouped based on amount of use
• Can be grouped based on brand loyalty
• Leisure vs. Business Traveler is use of
product-related segmentation
SEGMENTING TOURISM
MARKET
SEGMENTING TOURISM
MARKET
There is a cost-effective limit to segmentation
Need to consider five factors
1) Can segment be easily identified and measured in terms of of purchasing power and size?
2) Is segment large enough to be potentially profitable?
3) Can segment be reached effectively through advertising and promotion?
4) Is segment interested in the service offered?
5) Is segment likely to grow or shrink in the long term?
THE PROFESSIONAL
TRAVELLER
• A large percent are:
– School teachers, college professors,
students, and retirees
• Professional travelers are:
– Forever planning the next trip
– Recounting the last one
– Recouping their energies and fortunes
TRAVEL FOR NATURAL BEAUTY
Accelerated with Romantic Movement of the 1800s
New appreciation for beauties of nature
Idea of preserving lands became popular after the Civil War
1872: Yellowstone was established as a national parkToday, there are 54 national parks attracting
over 438 million people a year
• Camping
– Sometimes overlooked as part of the
travel and tourism industry
• Campers travel millions of miles a year in
the U.S., Canada, and Europe
• Statistics in dollars and numbers of
campers show that camping is an
enormous business
– Vast expenditures for RVs and camping
equipment
NATURAL BEAUTY (cont.)
• State parks
– Cuts in state general funding are
forcing many to look for alternative
income
• Increasing user fees
• Flexible pricing
• Central reservation systems
• Allowing bids on commercial use
permits and concessions
– Examples: Ohio and New
Hampshire
PARKS
• National parks
– U.S. National Park Service
• Founded by Congress in 1916 to
conserve scenery, wildlife, and natural
and historic resources as well as
provide for their use by the public
• 384 areas covering more than 83 million
acres
• Cannot be neatly categorized because
of their diversity of resources
PARKS (cont.)
PARKS (cont.)
• Great Smoky Mountains National Park
– America’s most visited national park
• Highest peaks in Appalachian Mountain range
– History:
• Believed to have formed over 1 billion years ago
• 1000 BC: Cherokee Indians took up residence
• 1540: Spanish conquistadors arrived
• 200 years later: Old World immigrants began to
settle
PARKS (cont.)
• 1838: over 13,000 Cherokee were forced
to leave their native lands
• 1900: logging concerns discovered the
Smoky Mountains
• 1926: President Coolidge established a
national park in the Smoky Mountains
– Farmers did not want to leave their land
• Great Smoky Mountains National Park
was officially established on June 15,
1934
• Yosemite National Park
– Formed more than 500 million years ago
• Many geographical changes have taken place
– Populated by Native Americans for 8,000 years
• Area became flooded with gold seekers in the 1850s, causing numerous conflicts
– Others soon followed
• Yosemite National Park was established October 1, 1890
PARKS (cont.)
PARKS (cont.)
• Yellowstone National Park
– Developed in 1872
• First and oldest national park in the
world
– One of the most successful wildlife
reserves in the country
• Better known for geyser eruptions of
Old Faithful
– Ninety-nine percent of the park’s
3,400 square miles remains
undeveloped
TRAVEL FOR SPORTS
• Includes traveling to attend
spectator sports and/or participate
in sporting activities
– Olympics and World cup
– Australian, French, and U.S. Open,
and Wimbledon
– Superbowl, World Series, and the
Masters
– NASCAR
• Also includes local-level games and competitions
– Positive effects on local economy
• Concept of health through physical activities has sparked renewed interest
• Tremendous economic impact
– Every year, two out of five U.S. adults travel for sports
TRAVEL FOR SPORTS (cont.)
ADVENTURE TRAVEL
• Includes (but not limited to):
– Off-road bike tours
– White water rafting
– African safaris and wildlife tours
– Rainforest canopy tours
– Bungee jumping
ADVENTURE TRAVEL (cont.)
• Segment is growing at a fast
pace
–½ U.S. adults (i.e., 98 million
people), took an adventure trip
in the last few years
• 31 million adults engaged in hard
adventure activities
• Adventure travelers are more
likely to be young, single, and
employed
RELIGIOUS TRAVEL
• Often referred to as pilgrimage
– Practiced for hundreds of years
– Still fairly common today
• Broken down into two categories:
– Satisfying one’s religious
convictions
– Fulfilling one’s curiosity about a
particular faith or practice
RELIGIOUS TRAVEL (cont.)
• Thousands of sites (e.g., holy lands, churches, temples, and mosques)
– Attract millions of tourists each year
– Some examples include:
• Mountains of Buddhism pay homage to Buddha
• Muslim pilgrimage to Mecca, the Hajj, is the peak of their religious life
• Catholic Vatican is a holy land of sorts– Catholics travel to where the Pope visits
• Goodrich and Goodrich define
health tourism as:
– Attempts of tourist facilities to attract
tourists by promoting health care
services and features in addition to
regular tourist amenities
MEDICAL & HEALTH TOURISM
HEALTH TOURISM (cont.)
• Health care services may include:
– Hydrotherapy treatments
– Beauty treatments
– Relaxation techniques
– Cellulite treatment
– Medical examinations
– Operations of all kinds
–Special exercise, diet, and
nutritional advice
–Medical treatments for specific
diseases such as arthritis
–Alternative therapies
–Body massages
HEALTH TOURISM (cont.)
Specialized Tourism Segments
Business and Professional Travelers
• Bread and butter of the industry because of
price and seasonal fluctuations less common
than with leisure travelers
• Travel tends to be inelastic
• Globalization has meant an increase in
international business travel
• Third largest expense for corporations
Specialized Tourism Segments (cont.)
Incentive Travelers
• Rewarding employees for good work
with all-expense paid trips
• Research shows free vacation is a more
motivating incentive than money
• These trips are usually first class all of
the way and organized by incentive tour
operators
Specialized Tourism Segments (cont.)
Mature Travelers
• Huge market for tourism is population age 55 and older
• This age group is presently the largest and fastest growing age group in industrialized countries
• Mature travelers spend more than younger travelers and account for 80 percent of all commercial vacation travel
• These older adults are wealthier and have more free time than other groups
• Can be divided in to three segments; sightseers, enthusiastic participants, and family focused
Special Interest Travelers
• Travel in off- season periods providing revenue when businesses need it most
• Can be divided into three segments; adventure, ecotourism, and sport tourism
• Travel Industries Association of America estimates that nearly 40% of U.S. adults are sports event travelers
Specialized Tourism Segments (cont.)
Single Travelers
• A person who lives alone and travels with or
without a companion
• All shapes and sizes
• Many social trends have increased number of
singles
• Single supplement makes traveling without a
companion costly
Specialized Tourism Segments (cont.)
Environmental Concerns
Cut Across Traveler Segment
Impact of tourism on the environment, are high
on travelers’ minds
Geo-Tourism Study investigated level of
support for policies designed to sustain
destinations' quality.
Delivering High Service Quality
Must meet customer expectations by
satisfying needs
Need to provide consistently high-quality
service
As market becomes more competitive,
service quality becomes more critical for
success
• Tourism facing immense growth
– A new form of tourism is emerging as well:
• More sustainable, environmentally and socially responsible, and characterized by flexibility and choice
– A new type of consumer is driving it:
• More educated, experienced, independent, conservation-minded, respectful of cultures, and insistent on value for money
TRENDS
1) Identify other types of tourism products that currently exist in tourism industry.
2) Why are mature travellers so important to the future of tourism industry?
3) How to increase the number of business travellers ?
TUTORIAL QUESTIONS