introduction to tourism

1. TOURIST
MOTIVATIONS
ATS 2013 INTRODUCTION TO TOURISM INDUSTRY
CHAPTER 2

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

3. • 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

4. LEISURE TRAVEL
Figure 2–1 • Leisure Tourism Categories

5. 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.)

6. PURPOSE OF TRAVEL

7. TOURISM
Figure 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.

8. 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
EXPECTATIONS

9. 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
NEEDS

10. NEEDS

11.  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

12.  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

13.  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

14.  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

15. THE PUSH-PULL MODEL

16.  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

17. 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

18.  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

19.  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

20.  “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
MARKET

21.  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
MARKET

22. 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:

23.  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
MARKET

24.  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
MARKET

25. 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

26. 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

27. 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 park
Today, there are 54 national parks attracting
over 438 million people a year

28. • 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.)

29. • 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

30. • 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.)

31. 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

32. 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

33. • 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.)

34. 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

35. 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

36. • 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.)

37. ADVENTURE TRAVEL
• Includes (but not limited to):
– Off-road bike tours
– White water rafting
– African safaris and wildlife tours
– Rainforest canopy tours
– Bungee jumping

38. 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

39. 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

40. 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

41. • 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

42. HEALTH TOURISM (cont.)
• Health care services may include:
– Hydrotherapy treatments
– Beauty treatments
– Relaxation techniques
– Cellulite treatment
– Medical examinations
– Operations of all kinds

43. –Special exercise, diet, and
nutritional advice
–Medical treatments for specific
diseases such as arthritis
–Alternative therapies
–Body massages
HEALTH TOURISM (cont.)

44. 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

45. 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

46. 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

47.  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.)

48.  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.)

49. 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.

50. 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

51. • 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

52. 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