TOURISM GEOGRAPHY
CLASS 04 and 05
The tourist demand and motivation
Tourist motivation can be defined “as the global integrating network of biological
and cultural forces which gives value and direction to travel choices, behavior and
experience.” (Pearce, Morrison & Rutledge, 1998).
Mayo and Jarvis Motivational Model
1. Physical Motivators: The desire for physical rest, sports participation,
beach recreation, relaxing entertainment and health considerations.
2.
Cultural Motivators: The desire for knowledge of other countries,
including their music, art, folklore, dances, paintings and religion.
3. Interpersonal Motivators: The desire to meet new people; to visit friends
or relatives; to escape from routine, family, or neighbors; or to make new
friendships away from the home setting; to experience anomie (which refers
to social interactions in an anonymous setting).
4. Status and Prestige Motivators: The desire for recognition, attention,
appreciation and a good reputation among family, friends and acquaintances
in the home setting. (This is also referred to as ego enhancement.)
Source: Mayo, E.J. and Jarvis, L.P. (1981) The Psychology of Leisure Travel,
Effective Marketing and Selling of Travel Services , CBI Publishing, Boston.
Extrinsic and Intrinsic motivation model
Extrinsic motivation :occurs when we are motivated to perform a
behavior or engage in an activity to earn a reward or avoid punishment.
In this case, you engage in a behavior not because you enjoy it or
because you find it satisfying, but in order to get something in return or
avoid something unpleasant.
Intrinsic motivation: involves engaging in a behavior because it is
personally rewarding; essentially, performing an activity for its own
sake rather than the desire for some external reward. Essentially, the
behavior itself is its own reward.
Contd…..
Extrinsic Motivation
Participating in a sport to win awards
Cleaning your room to avoid being
reprimanded by your parents
Intrinsic Motivation
Participating in a sport because you find
the activity enjoyable
Cleaning your room because you like
tidying up
Competing in a contest to win a
Solving a word puzzle because you find
scholarship
the challenge fun and exciting
Studying because you want to get a good Studying a subject you find fascinating
grade
Motivation Factors of the Tourists(Internal Factors of Motivation)
Internal factors arouse, direct, and integrate a person’s behavior and influence his decisions
for travelling.
• Intrinsic Motivation − For many people, tourism is a way of satisfying their psychological
needs such as travelling, performing leisure activities, exploring novelty and capabilities,
self-expression and self-assurance, creativity, competition, need for relaxation, and
belongingness. The intrinsic motivations pertain to assuring one’s capabilities on
different emotional fronts. Intrinsic motivation drives the tourists to opt for tourism for
intangible rewards such as fun, assurance, and other emotional needs. The other intrinsic
factors of motivation are
• Attitudes of Tourist − Knowledge of a person, place, or object.
• Tourist’s Perception − By observing, listening, or getting knowledge, a tourist forms the perception
about a place, person, or an object.
• Values or Beliefs − A tourist believes or values a specific mode of conduct which is acceptable
personally or socially.
• Personality of the Tourist − The nature and physique of a tourist plays an important role towards
motivation in tourism.
Motivation Factors of the Tourists(External
Factors of Motivation)
There are external motives in tourism that can influence tourists and pull them towards a
certain motivation and subsequent decision.
• Extrinsic Motivation − Here, a tourist gets motivated by external factors such as money
and the need to feel competent on the scale of expenditure and performance.
• Place of Origin − The grooming of the tourist depends upon the place of its origin.
• Family and Age − The family matters when it comes to the structure and the income.
Today, the families with nuclear structure and double income tend to opt for long
distance.
• Culture or Social Class − Tourists of different cultures prefer different places, events, and
different types of tourism. In addition, if friends and families who have visited a place
earlier spread the first hand information that motivates the others to visit the place too.
• Market − Ever-changing market variables alter tourism. Changes in value of currency,
political situations, and economic well-being of the country influence the decisions of a
tourist.
Maslow ’ s Hierarchy of Needs
Abraham Maslow is well renowned for proposing the Hierarchy of Needs Theory in
1943. This theory is a classical depiction of human motivation. This theory is based
on the assumption that there is a hierarchy of five needs within each individual.
The urgency of these needs varies.
Maslow ’ s Hierarchy of Needs
• Physiological needs- These are the basic needs of air, water, food, clothing and shelter. In other words, physiological needs are the
needs for basic amenities of life.
• Safety needs- Safety needs include physical, environmental and emotional safety and protection. For instance- Job security,
financial security, protection from animals, family security, health security, etc.
• Social needs- Social needs include the need for love, affection, care, belongingness, and friendship.
• Esteem needs- Esteem needs are of two types: internal esteem needs (self- respect, confidence, competence, achievement and
freedom) and external esteem needs (recognition, power, status, attention and admiration).
• Self-actualization need- This include the urge to become what you are capable of becoming / what you have the potential to
become. It includes the need for growth and self-contentment. It also includes desire for gaining more knowledge, social- service,
creativity and being aesthetic. The self- actualization needs are never fully satiable. As an individual grows psychologically,
opportunities keep cropping up to continue growing.
According to Maslow, individuals are motivated by unsatisfied needs. As each of these needs is significantly satisfied, it drives and
forces the next need to emerge. Maslow grouped the five needs into two categories - Higher-order needs and Lower-order needs.
The physiological and the safety needs constituted the lower-order needs. These lower-order needs are mainly satisfied externally.
The social, esteem, and self-actualization needs constituted the higher-order needs. These higher-order needs are generally satisfied
internally, i.e., within an individual. Thus, we can conclude that during boom period, the employees lower-order needs are
significantly met.
Tourist Motivation Push and pull factor
Tourist Motivation Push and pull factor
Plog Motivational Theory
Plog came up with a theory to classify tourists on the type of holiday
they choose, mainly due to location. He came up with 3 main
classifications for this theory. In 1974, Stanley Plog developed a theory
which allowed the US population to be classified into a series of
interrelated psychographic types.
Contd………….
Psychocentric (The Repeater) − A tourist falling in this category is usually nonadventuresome. They prefer to return to familiar travel destinations where they
can relax and know what types of food and activity to expect. Such tourists prefer
to drive to destinations, stay in typical accommodations, and eat at family-type
restaurants.
Contd..
MID-CENTRIC - tourists: There are a large number of people falling between the
allocentric and psychocentric types of tourists. This type of tourists is called mid-centrics.
They are not so adventurous, neither are they afraid but they are receptive to new
experiences.
Preference for controlled environment
Willing to take risk
■ Rest and relaxation
■ Visiting close friends and relatives
■ Health, including a change in climate, search for sunshine, visits to spas and medical
treatment
■ Change of pace or ‘ e scape’ for a short period of time
■ Perceived glamour or prestige of a destination
Contd..
Allocentric (The Wanderers) − A tourist who seeks new experiences and adventure in a
wide range of activities. This person is outgoing and self-confident in behavior. An
allocentric person prefers to fly and to explore new and unusual areas before others do so.
 Perform risky activities
Seek new destination and experiences
Adventuresome and like to explore alone or in small groups
Enjoys new experiences and discoverySeeks different destinations before others have
been there
High activity levels
Prefer areas that are not ‘touristy’
Will accept basic conveniences in accommodations and food
Enjoy meeting and dealing with people from another country or culture
Contd..
Cohen motivational theory(Tourists)
During the 1970s typologies based on age and economy dominated led
by Cohen [1972] whose initial typology established two nonintitutionalized roles as drifter and Explorer, and two intitutionalized
types, organized mass tourists and individual mass tourists.
Contd..
Contd…
Contd…
Contd…
Contd…
Pierce: Leisure Ladder Model
Attempts to explain Individual behaviors on the basis of stages in a
tourist’s life cycle. Tourist moves through a hierarchy.
Fulfillment
Self steam and development
Relationship
Stimulation
Relaxation and bodily needs
Tourist life cycle
Tourism Area Life Cycle.
In general, the product life cycle describes the evolution of a product as it passes
through the stages of introduction, growth, maturity, and decline, with the growth of
product sales following an S-shaped pattern.
Butler ( 1980 ) extended the PLC concept and formally introduced the concept of
tourism area life cycle (TALC) in tourism settings. The TALC model discusses the
development of a destination in terms of a series of life stages defined by the
number of visitors and the level of infrastructure as indicators of development.
Specifically, this model consisted of six stages: beginning with the exploration stage
of the tourism area and followed by the involvement, development, consolidation,
stagnation, and post-stagnation stages. The last stage is further characterized by a
period of decline, rejuvenation, or stabilization. Butler ( 1980 ) reported that tourist
areas go through a recognizable cycle of evolution and illustrated the different
stages of popularity using an S-shaped curve.
Tourism Area Life Cycle
1.Exploration
A small number of visitors arrive seeking unspoiled destination.
Tourism facilities hardly exists(Accommodation, transportation, f&b
service )
Tourist share facilities with locals, if they exist.
Economic return from tourism is significant.
2) INVOLVEMENT
 local people start to notice that there are increasing numbers of
people coming to their local area.
They start businesses to provide accommodation, food, guides, and
transport.
Building tourist host relationship.
Local food, accommodation and transportation evolved at this stage.
3) DEVELOPMENT
Big companies start to see the emerging potential of the area as a
tourist resort and therefore start to invest money in the region.
Advertising of the tourist venue
They build large hotel complexes and sell package holidays (a
package might include travel, accommodation, food and excursions).
This makes the numbers of tourists swell dramatically and massively
Expanding the number of job opportunities for people in the local
region, in both tourist related jobs and in construction and services.
The land scape of the venue starts to change.
4) CONSOLIDATION
There will be continued building and expansion of the resort BUT
some of the older buildings will start to become unattractive and a
lower quality client base might result.
The rate of increase in number of visitors declines during this stage.
5) STAGNATION
The region is well known and well established but no longer
fashionable.
The number of people going levels off then starts to decline,
threatening local businesses and services.
Destination is going to lose its carrying capacity that causes
environmental, social and economic problems.
6) a.DECLINE
 Tourist stop visiting to the destination.
The venue would no longer be on the favorite list of people.
Tourism related structure would get converted to non-tourism uses.
 The destination may be used by the day trippers.
Offers low level of facilities or dies completely.
6).b.REJUVENATION
 Founding the man made attraction(casinos, bar).
 Providing new types of facilities.
Reinvesting