11th Edition - 2009 Chapter 9: Motivation for Pleasure Travel

Tourism: Principles, Practices, Philosophies

Part Three: Understanding Travel Behavior

Learning Objectives

• Adopt a professional approach to motivation and recognize differences in other people’s motives

• Appreciate the range of ideas on travel motivation

• Be aware of contemporary research practices in tourism that integrate motive and feature destination assessments

• Be familiar with conceptual approaches to tourism motivation and recognize there is continual development and enhancement of ideas in this field

11th Edition - 2009 Chapter 9: Motivation for Pleasure Travel

Tourism: Principles, Practices, Philosophies

Part Three: Understanding Travel Behavior

Requirements of a Sound Theory of Tourist Motivation

• Role of the theory

• Ownership and appealof the theory

• Ease of communication

• Ability to measure travel motivation

• Multi-motive versus single trait approach

• Dynamic versus snapshot approach

• Roles of extrinsic and intrinsic motivation

11th Edition - 2009 Chapter 9: Motivation for Pleasure Travel

Tourism: Principles, Practices, Philosophies

Part Three: Understanding Travel Behavior

Travelers tend to be more selective in their emphasis on travel motives with experience

Self-esteem/development needs

Fulfillment needs

Relationship needs

Safety/security needs

Physiological

Other=directed Self=directed

Other=directed Self=directed

Self=directed Other=directed

Externally oriented Internally oriented

Travelers have multiple motives in their pattern of needs even though

one category of needs may be more dominant

Need for self-actualizationNeed for flow experiences

Need for statusNeed for respect and recognitionNeed for achievement

Need for self-developmentNeed for growthNeed for curiosity/mental stimulationNeed for mastery, control, competenceNeed for self-efficacyNeed to repeat intrinsically satisfying behaviors

Need to reduce anxiety about othersNeed to affiliate

Need to give love, direction

Need to reduce anxietyNeed to predict and explain the world

Need for security

Need for escape, excitement, curiosityNeed for arousal, external excitement and stimulation

Need for sex, eating, drinkingNeed for relaxation (manage arousal level)

A “spine” or “core” of needs for nearly all travelers seems to include relationships, curiosity, and relaxation

© John Wiley & Sons, Inc, 2009