C2 tourist motivations

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


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.


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.


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.


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


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


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


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

C2 tourist motivations

Presentations & Public Speaking

Transcript of C2 tourist motivations