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Module 1: Micro-Perspective on Tourism and

Hotel Industry Management
CHAPTER 1: The Psychology of Tourism
Learning Objective: At the end of the lesson, we will be able to:
1. Discuss different factors that motivate people to travel.
2. Comprehend the push and pull model
3. Understand the hierarchy of Needs posited by Abraham Maslow
4. Analyze the travel constraints

Motivation for Travel

Why do you travel?

What driven you to travel?
What are your itineraries?
When do you want to travel?
How are you going to travel?

Basic Types of Travel Motivators

a. Physical Motivators- which are related to physical relaxation.

b. Cultural Motivators – related to individual desire.
c. Interpersonal Motivators -related to the desire to visit relatives.
d. Status or Prestige Motivators – related to the needs of personal esteem
and personal development.

1.1. The Push and Pull Model

In human motivation there are two factors that clearly explains the push and pull model
motivations. Internal factors or personal needs push people to travel, while external
forces pull them to a certain
destination, travels are motivated by
these two forces.

The concept of push and pull factors involves

the theory that people travel because they are pushed by
their own internal forces and pulled by the external forces
of destination attributes (Al-Haj Mohammad & Mat Som,
2010).

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1.2. The Maslow’s Theory of Motivation and Travel Motivation

Maslow proposed that motivation is the result of a person's attempt at fulfilling five basic
needs: physiological, safety, social, esteem and self-actualization. According to Maslow,
these needs can create internal pressures that can influence a person's behavior. Travel
motivations specifies that these drives fit into the hierarchy of needs as factors of
behavior.

1. Physiological Needs- hunger, thirst, rest, activity

2. Safety Needs- safety and security, freedom from
fear and anxiety
3. Social Needs- love affection, giving and receiving
4. Self-esteem- self-respect and esteem from
others
5. Self-Actualization- personal self-fulfillment
The hierarchy suggests that lower needs demand more
immediate satisfaction than the satisfaction of higher needs ,
Fig. 2

The relationship between needs, motives and references from tourism and literature is shown in Table 1.

Maslow’s Theory of Motivation and Travel Motivation

Need Motive Tourism Literature References

Physiological Relaxation Escape
Relaxation
Relief of Tension
Sun lust
Physical
Mental relaxation of tension
Safety Security Health
Recreation
Keep oneself active and healthy for the future
Social Love and Family togetherness
affection Enrichment of kinship relationships
Companionships
Support of social interaction
Preservation of personalities
Interpersonal relations
Ethnic roots
Expression of one’s affection for family members
Maintain social contacts
Self esteem Achievement Convince oneself of one’s achievement
status Show one’s importance to others
Prestige
Social recognition
Ego enhancement
Professional /business
Self- Personal fulfillment
actualization

Fig. 3 Source: Mill, R.C. and Alastair Morrison, The Tourism System Dubuque, IA Kendal/Hunt, 1998

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1.3 The Tourist Motivations

Tourist motivations include the need for escape or change, health travel, sports, social
contact, status and prestige, education travel, personal values, cultural experience,
shopping and bargain hunting, business and professional motives, and nature
exploration.
1.4 A Tourist Training System
The visitor learns about travel by drawing up a criterion based on his or her own or other
experiences. They can also get information either through social or commercial
information.
1) Individuals may buy a holiday package if they have found that the buy meets a
significant need.
2) Tourists compare various alternatives to the list of conditions to assess which
alternative would most likely be similar motives.
3) The resulting predisposition shall have an effect on the buying decision
4) The predisposition can be positive or negative, depending on how well the
motivator suits the chosen alternative5) The number of alternatives can vary
depending upon the traveler’s characteristics

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Fig. 4 Learning Process Diagram

1.5. The Consequence of Consistency and Complexity on Vacation Travel

In the Psychology of Leisure travel, Edward J. Mayo and Lance Jervis assumed
that individuals could vary according to how much psychological stress they could
manage. Too much repetition or continuity contributes to fatigue and the resulting amount
of psychological stress which is greater than it could manage. He may opt to introduce
some vagueness into his life to reduce the stress.
1.6. Types of Travelers
A. Business Travelers
Categories of business travelers
1. Regular business travelers
2. Business travelers attending meetings, conventions, and congresses
3. Incentive travelers
B. Pleasure/Personal Travelers
1. Resort travelers
2. Family pleasure travelers
3. Travel of elderly
4. Singles and couples

C. Travel Constraints
1. Lack of money
2. Lack of time
3. Lack of safety and security
4. Physical disability
5. Family commitments
6. Lack of interest in travel
7. Fears of travel

Louis de Amore, the former president of the Canadian Travel Research Association, once
said "these millions of daily person-to-person encounters are potentially a powerful force
for improved relationships between the people and nations of the world, relationships that
emphasize the sharing and appreciation of cultures rather than the lack of isolated
confidence."

Cultural Influences with Tourist Appeal

Art, Music and Dance, Handicraft, Industry and business, Agriculture, Literature and
Language, Science Government, Religion Food and Drink and lastly the History.

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