Matakuliah : V0162 - Pengantar Industri Hospitality dan
Pariwisata
Tahun
: 2008
Travel & Tourism
(Perjalanan dan Pariwisata)
Week 8
Subject
- Factors Influencing Travel and Tourism (Faktor-faktor
yang Mempengaruhi Perjalanan dan Wisata)
- Motivation for Leisure Travel (Motivasi untuk Melakukan
Perjalanan Wisata)
Bina Nusantara
HO@0808
Travel Behavior: Motivation for Pleasure Travel
Week 8
Objectives:
On completion of this lesson, the students will be
able to explain the factors influencing demand for
tourism and the motivations for pleasure travel.
Bina Nusantara
HO@0808
The Tourism Industry
Week 8
• The tourism industry is the collection of productive
business and governmental organizations that serve
the traveler away from home.
• These organizations include:
– Restaurants, hotels, motels and resorts
– All facets of transportation (including rental cars, travel
agents and gasoline service stations)
– National and state parks or recreation area, and
– Various private attractions
Bina Nusantara
HO@0808
Factors Affecting Travel and Tourism
Week 8
•
•
•
•
Bina Nusantara
Growing leisure time
Rising family incomes
Favourable demographic trends
Motivational factors
HO@0808
Growing Leisure Time
Week 8
• In developed countries the improvement in living
standards have increase the average worker’s
entitlement to paid holidays
• Some of the increased entitlement are:
– The reduction in the average working week
– The reduction in the average working year
– The reduction in the average working life
• The increase of numbers of retired people with
better health standards and pension rights who
have time and income for travel.
Bina Nusantara
HO@0808
Rising Family Income
Week 8
• The increase of family income due to “two
income” family (husband and wife work
outside the home)
• These family will have more disposable
income to spend on the goods and
services they want
• Through sensitive to price/ value
comparisons, these travelers generally
seek good value for their money rather
than low-cost recreational experiences.
Bina Nusantara
HO@0808
Demographics and Travel
Week 8
• Demographics play a role in consumption and travel
behaviors
• Middle age generally have higher income and greater
propensity to travel. The age group that travels most
(whether for business travel or pleasure travel) are those
age 35 to 44. This age group is most likely to use hotels and
to take longer trips
• There is significant growth of tourism in the mature market
(people 55 and over). In 2010 the population of this segment
will be amounted to 25.5% of the overall population. This
age group control over half of household wealth.
Bina Nusantara
HO@0808
Motivation Studies
Week 8
•
•
•
•
•
Consumer Motivation
Decision Making
Product Satisfaction
Holiday Experiences
Pleasure in the vacation
environment
• Interaction with the local
inhabitants
Bina Nusantara
HO@0808
Some Reasons for Travel
Week 8
•
•
•
•
•
Bina Nusantara
Spirituality
Social status
Escape
Cultural enrichment
Visiting family and friends
HO@0808
The History
Week 8
• Historians provide a range of accounts
concerning why travelers have set about their
journeys over the centuries
• In Roman times, escape, social interaction and
social comparison were popular motives for travel
• The pilgrimages in Middle East – a journey to
sacred places – was undertaken because of
religious motives
• Education as a travel motives was enhanced by
the Grand Tour, an activity intended principally as
a training ground for the young and wealthy
members of the English courts in Tudor time.
Bina Nusantara
HO@0808
The Contribution of Psychological Theory
Week 8
• Many well-known theories in psychology
have a strong motivation component
• A summary of some major theories that
have been concerned with motivation is
presented in the following table
(please note that these psychology researchers
and thinkers were not considering travel motivation
directly when formulating these approaches, but
the 3rd column list the motives or needs that might
be useful in finding answers of why certain group of
people seek particular kinds of holiday
experiences)
Bina Nusantara
HO@0808
Human Motives and Needs in Psychology Theory and Research
Week 8
Theorist/
Theoretical
Sigmund Freud
Psychoanalytic
Need for sex, need for
(emphasis on unconscious
Carl Jung
Psychoanalytic
Need for arousal, to create
actualize
Alfred Adler
Modified
Need for competence, for
overcome impotence
Harry Stack
Modified
Need for acceptance and
Bina Nusantara
HO@0808
Motives or Needs
Human Motives and Needs in Psychology Theory and Research
Week 8
Theorist/
Theoretical
Motives or Needs
Karen Horney
Modified
Need to control anxiety, for
security
Clark Hull
Learning Theory
Need to reduce tension
Gordon Allport
Trait Theory
Need to repeat intrinsically
behaviors
Albert Bandura
Social Learning
Need for self-efficacy or
David McClelland,
Atkinson
Social
Need for achievement
Bina Nusantara
HO@0808
Human Motives and Needs in Psychology Theory and Research
Week 8
Theorist/
Theoretical
Motives or Needs
Carl Roger
Humanistic
Need for self-development
Abraham Maslow
Humanistic
Hierarchy of needs (basic
needs, love and relationship
esteem, self- actualization)
D.E. Berlyne
Cognitive
Need to satisfy curiosity, seek
stimulation
Rom Harre
Ethogenic (social
philosophical)
Need to earn respect and
of others
Bina Nusantara
HO@0808
Human Motives and Needs in Psychology Theory and Research
Week 8
Theorist/
Theoretical
Motives or Needs
Stanley Cohen
Taylor
Sociological
Need to escape, for
meaning
George Kelly
Personal Construct Need to predict and explain
Milhaly
Humanistic
Need to peak-experiences
Source: Goldner and Ritchie (2006 : p. 250)
Bina Nusantara
HO@0808
Current Market Research Practices
Week 8
In 1992, Loker and Perdue conducted a study to find
out the benefits received by visitors of North
Carolina. There were 6 segments of the market
receiving different kinds of benefits from their holiday.
1. Those who emphasized excitement and escape
2. Pure adrenalin/ excitement seekers
3. A family- and friends-oriented groups
4. Naturalist (those who enjoy natural surrounding)
5. A group who emphasizes the value of escape by
itself
6. A group who enjoyed all benefits
Bina Nusantara
HO@0808
Trip-Driven Attributes for Australian Outbound Travelers
(In Term of Motives)
Week 8
Item
Mean Importance Rating
Going to places I haven’t visited before
3.26
Meeting new and different people
3.11
Opportunities to increase one’s knowledge
3.10
Personal safety
3.01
Experiencing new and different lifestyles
2.97
Having fun, being entertained
2.92
Visiting friends and relatives
2.86
Just relaxing
2.85
Bina Nusantara
HO@0808
Trip-Driven Attributes for Australian Outbound Travelers
(In Term of Motives)
Item
Mean Importance Rating
Escaping from the ordinary
2.85
Being together as a family
2.84
Trying new food
2.67
Talking about the trip after I returned home
2.55
Meeting people with similar interests
2.55
Getting a change from a busy job
2.47
Indulging in luxury
2.20
Experiencing a simpler lifestyle
1.91
Doing nothing at all
1.83
Bina Nusantara
HO@0808
THANK YOU AND
HAVE A GOOD DAY
Bina Nusantara
HO@0808