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Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]

It’s Tourism: Concepts and PracticesJohn Walker

Motivation for Leisure Tourism

Chapter 2



Objectives• After reading and studying this

chapter, you should be able to:– 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



Objectives (cont’d.)– Discuss the role and importance of the

National Park System– Outline different groups of sports tourists

as well as the major sporting events– Describe the typical adventure traveler– Name the most common destinations for

religious travel– Discuss the fundamentals of health care

tourism



• 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 behavior, for future personal satisfaction

Motivation for Leisure Travel



• Iso-Ahola: motivational forces– Desire to leave the everyday

environment behind– Desire to obtain psychological or

intrinsic rewards through travel in a contrasting environment

Leisure Travel (cont’d.)




Figure 2–1 • Leisure Tourism Categories



• Main factors that motivate tourists:– Personality– Lifestyle– Past experience and past life– Perceptions– Image– Personal circumstances (e.g., having a

child, change in health)




• Travel motivators– Leisure trips account for 75% of

Americans’ domestic travel• Business trips account for 25%

– Of which, 9% combine the two

– John Swarbrooke and Susan Horner• Types of motivating factors

– Those that motivate a person to take a vacation– Those that motivate a person to take a particular

vacation to a specific destination at a particular time





Figure 2–2 • A Typology of Motivators in TourismSource: John Swarbrooke and Susan Horner, Consumer Behavior in Tourism (Oxford, England: Elsevier Butterworth-Heinemann, 2005). With permission of Elsevier Butterworth-Heinemann.



• 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

Motivation, Needs, Expectations



• Need satisfaction motivates human behavior– There are five levels of basic needs (see

next slide)– As each need is satisfied, a person

moves up to the next level

Maslow’s Hierarchy of Needs



Maslow’s Hierarchy (cont’d.)Figure 2–3 • Maslow’s Hierarchy of Needs



• 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



The Push-Pull Model (cont’d.)Figure 2–4 • Push-Pull Model



• Pierce: leisure ladder model – Attempts to explain individual behaviors

on the basis of stages in a tourist’s life cycle

• Tourists move through a hierarchy – Similar to Maslow’s hierarchy

• Stanley Plog: bell shaped curve – Classifies U.S. population along a

psychographic continuum• Most fall into a large bell-shaped curve

Other Theories



Other Theories (cont’d.)

Figure 2–5 • Psychocentric and Allocentric DestinationsSource: 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.



Other Theories (cont’d.)• Card and Kestel

– Motivation categories: curiosity, social interaction, and rejuvenation

• Motivation is only one of many variables• Travel decisions are the result of several

motives, or multimotives



• 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

Travel Values



• 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 (cont’d.)



• 2003: UNWTO reported a 2% decrease in worldwide tourism receipts– September 11, 2001– U.S. terrorist attacks– Asian SARS– Bali bombing– Iraq and Afghanistan wars– Global economic recession




• 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 traveler not restricted by time will be most likely to find the best travel values




• 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

The Professional Traveler



• 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

Travel for Natural Beauty



• 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’d.)



• 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



• 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’d.)



• 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

Parks (cont’d.)



• 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

Parks (cont’d.)



• 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’d.)



• 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

Parks (cont’d.)



• 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

Travel for Sports



• 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’d.)



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

Adventure Travel



• 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

Adventure Travel (cont’d.)



• 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

Religious Travel



• 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

Religious Travel (cont’d.)



• 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 and Health Tourism



• Health care services may include:– Hydrotherapy treatments– Beauty treatments– Relaxation techniques– Cellulite treatment– Medical examinations– Operations of all kinds

Health Tourism (cont’d.)



– Special exercise, diet, and nutritional advice

– Medical treatments for specific diseases such as arthritis

– Alternative therapies– Body massages

Health Tourism (cont’d.)



• 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

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