Manual on Module I introduction to Tourism By Personal, Social and Humanities Education Section Education Bureau Copyright

Based on Plog’s theory, travel motivations are related to a very narrow spectrum of psychographic types.

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  Educational and cultural motives to learn and to increase the ability for appreciation, scientific research; trips with expert leaders or lecturers
  

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  Study of genealogy such as visits to their ancestor’s homeland to trace their root
  
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  Search for the exotic, such as the North Pole and the South Pole, the Amazon, etc.
  
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  Satisfaction and sense of power and freedom such as anonymity, flying, control, sea travel, fast trains
  
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  Gambling – Las Vegas, Atlantic City, Monte Carlo, Bahamas, Puerto Rico
  
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  Development of new friendships in foreign places
  
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  Sharpening perspectives such as to awaken one’s senses, heighten awareness
  
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  Political campaigns, supporting candidates, government hearings
  
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  Vacation or second homes and condominiums
  

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  Religious pilgrimages or inspiration
  
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  Participation in sports events and sports activities
  
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  Travel as a challenge, sometimes a test of endurance such as exploring mountain climbing, hiking, diving
  

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  Business travel, conference, meeting and conventions
  
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  Theatre tours, special entertainment
  
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  A chance to try a new lifestyle
  

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  Relaxation and pleasure travel just for plain fun and enjoyment
  
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  Satisfying personal contacts with friends and relatives
  
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  For health reasons such as to change the climate, sunshine, spas, medical treatment
  
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  The need for a change for a period of time
  
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  An opportunity to escape from life’s problems
  
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  The real or imagined glamour of the destination
  

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  Appreciation of beauty such as national and state parks, forests, lakes, wilderness areas, canoe trips, ocean shores
  
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  Sensual indulgence such as food, comforts, luxuries for the body, romance, sexual enjoyment, rest, relaxation
  
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  Shopping such as souvenirs, gifts, expensive possessions like cameras, jewels, furs, cars, antiques, art
  
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  Joys of transportation – cruise ships, gourmet meals, buffets, comfortable trains, buses, airplanes, autos
  
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  Pleasure of pre- and post-travel includes planning the trip, anticipation, learning, dreaming; then showing pictures and describing the trip after completion
  
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  Family or personal matters
  

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  Ego enhancement, quest for status
  

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  Travel for acceptance, to be comfortable socially
  
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  Travel as a cultural norm – paid holidays required by law
  
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  Visit to places seen or read about in the news
  
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  Visit to amusement parks
  

Maslow (1971) distinguished five different levels of psychological needs ranging from physiological needs to self-actualization. According to his theory, satisfaction of people’s basic needs is a prerequisite for the satisfaction of the higher needs (Figure 2). Maslow argues that all behaviour is motivated by psychological needs, for behaviour serves to fulfill those needs.

These are needs required by humans to sustain their existence and prolong their lives, and are the minimum basic needs, including needs relating to food, water, oxygen, sleep, a place to live and warmth, as well as clothing, food, shelter, mobility, sex and other psychological functions. If these needs cannot be fulfilled, human existence becomes a problem.

These are needs that represent human desires to protect their own bodies and minds from injury, and to guarantee safety and stability. For example, needs relating to health, a safe and orderly environment, a stable career and the avoidance of unforeseen accidents. When a person’s physiological needs have been fulfilled, he or she will want to fulfill such safety needs.

Personal interaction needs include the need for love and a sense of belonging. The need for love refers to the fact that people all hope to achieve harmonious relationships with friends and colleagues or to maintain friendships; everyone wants to love others and be loved.

In addition, the need for a sense of belonging refers to the fact that people all want to have a sense of belonging, and want to gain the acceptance of a certain group and to be included and valued by it, as well as for its members to care for and look after each other.

Esteem needs

These are human desires to gain other people’s respect, a satisfactory status, due human rights, reputation and prestige, and to realize a certain social position.

These are human desires for the needs to give full play to one’s own potential and to realize one’s own ideals and aspirations, including the seeking of knowledge, the appreciation of beauty, creativity, achievements, etc. Maslow considered self-realization to be mankind’s highest level of needs, which signify a full, enthusiastic, wholehearted experience of life.

To fulfill the physiological needs of travellers, tour operators may designate frequent rest stops in the tour itinerary. The food and beverage outlets are located in easily accessible areas. Motels are designed along highways to provide shelter for travellers using automobile as their means of transport.

To satisfy the safety needs of the travellers, tour organizers provide guided services for exotic or unfamiliar locations. Also travellers tend to prefer making reservations or travel arrangements through government approval agencies or services

Airlines, hotels, restaurants usually provide frequent-user programs to fulfill the belonging and love needs of travellers. As members of these organizations, travellers develop a sense of belonging towards these organizations. Travellers would join tours or groups with a similar interest and/or background. They may also like to join tours to explore one’s ancestral roots.

The elite status of the frequent-user programs such as gold, silver, or bronze “membership” are established by the travel industry to fulfill the self esteem needs of the travellers. In recognition of special occasions, travel organizations sometimes offer flowers and champagne to travellers.

Travellers join educational tours to fulfill their self-actualization needs. They may travel to testify their ability, such as climbing the Himalayas or achieve self-fulfillment by taking educational tours, etc.

Source: Maslow, A., Motivation and Personality, Harper and Row, 1954

Common travel motivations could be summarized into the following types: