Introduction-to-Micro-perspective-in tourism.pptx

Introduction to micro perspective in the tourism and hospitality

1. MICRO PERSPECTIVE IN TOURISM & HOSPITALITY

2. At the end if this chapter, you should be able to: Discuss the factors that motivate people to travel; Elucidate the relationship of needs, wants and motives to tourist motivation; Describe the push/pull model; Explain the relation between Maslow’s hierarchy of needs and the travel motivations listed in travel literature; Describe the characteristics of travelers based on purpose of travel; and Analyze the travel constraints.

3. IMPORTANT KEY POINT: The Psychology of Tourism Maslow’s Theory of Motivation and Travel Motivations Tourist Motivations Classification of Travelers Based on Purpose of Travel Travel Constraints

4. The Psychology of Tourism Motivation for travel Travel as a means to satisfy a need and want Relationship of needs, wants, and motives

5. A. Motivation for Travel Escape; Relaxation; Relief of tension; Sunlust; Physical Health; Family togetherness; Interpersonal relations; Roots or ethnic; Maintaining social contacts; Convincing oneself of one’s achievements; Showing one’s importance to others; Status and prestige; Self-discovery; Cultural; Education; Professional/business; Wanderlust; Interest in foreign areas; and Scener

6. Basic travel motivators can be divided into four classes: Physical motivators Cultural motivators Interpersonal motivators Status and prestige motivators

7. PHYSICAL MOTIVATORS Include those related to physical rest, sports participation, beach recreation, relaxing entertainment, and other motivations directly connected with health;

8. CULTURAL MOTIVATORS Include the desire to know about other countries – their music, art, folklore, dances, paintings and religion;

9. INTERPERSONAL MOTIVATORS Pertain to the desire to meet other people, visit friend or relatives, escape from routine, from family, and neighbors

10. STATUS AND PRESTIGE MOTIVATORS Concern ego needs and personal development. Included in this group are related to business, convention, study and pursuit of hobbies and education. Travel would one’s recognition and good reputation.

11. B. Travel as a Means to Satisfy a Need and Want The key to understand tourist motivation is to view vacation travel as a vehicle to satisfy one’s needs and wants. Tourists do not go on vacations just to their children; they take vacations in the belief that these vacations will satisfy, either completely or partially, various needs and wants.

12. C. Relationship of Needs, Wants, and Motives The difference between a need and a want is awareness. It is the duty of people involved in marketing to convert needs into wants by making the individual aware of his need deficiencies. This awareness must be accompanied by motivation. A motive enables a person to do something. Motivation occurs when an individual wants to satisfy a need. To enable a person to be motivated to buy a product or service if he perceives that the purchase of that product or service will be beneficial in satisfying the need of which he is now aware. Thus, it is the role of marketing to suggest objectives such as vacations, cruises, or flights to satisfy needs, an awareness of which has already been created.

13. Push/Pull Model The push/ pull model explains the push and pull forces in human motivation. According to the push/pull model, there are push and pull forces in human motivation. Internal factors or personal needs “push” people to travel, while external forces or attractions “pull” them to certain destinations. Much travel is motivated by both push and pull factors. For example, a college student has begun to the feel the “push” to get away from college for rest and relaxation and the “pull” to travel to a sunny beach for escape, self-discovery, and scenic beauty.

14. Maslow’s Theory of Motivation and Travel Motivations This hierarchy suggests that lower needs demand more immediate satisfaction than the satisfaction of higher needs. The first need is physical; the other four are psychological. To this original list, two intellectual needs were added. These are: To know and understand – acquiring knowledge; and Aesthetic – appreciation of beauty.

15. Table 1. Maslow’s Needs and Motivations Listed in Travel Literature Need Motive Tourism Literature Reference Physiological Relaxation Escape Relaxation Relief of tension Sunlust Physical Mental relaxation of tension Safety Security Health Recreation Keep oneself active and healthy for the future Social Love and Affection Family togetherness Enhancement of kinship relationship Companionship Facilitation of social interaction Maintenance of personalities Interpersonal relations Ethnic roots Show one’s affection for family members Maintain social contacts   Self-esteem Achievement Status Convince oneself of one’s achievement Show one’s importance to others Prestige Social recognition Ego enhancement Professional/business Self-actualization   Personal fulfillment

16. Tourist Motivations The Need for Escape or Change Travel for Health Sports Social Contact Status and Prestige Travel for Education Personal Values Cultural Experiences Shopping and Bargaining Hunting Professional and Business Motives Search for Natural Beauty

17. Classification of Travelers Based on Purpose of Travel The two major classification of travelers based on travel are the business travelers and the pleasure/personal travelers. Business Travelers Pleasure / Personal Travelers

18. A. Business Travelers They are divided into three categories, namely: Regular business travelers Business travelers attending meetings, conventions, and congress Incentive travelers.

19. Regular business travelers Among business travelers, the cost of the trip is shouldered by a company, hence, travel is not influenced by personal income. The volume and rate of growth business travel is not greatly affected by the cost of travel. This means that business travelers will continue even if the price of travel services increases.

20. Business travelers attending meetings, conventions and congress Travel pulse surveys indicate that 20% of all business travel trips are for the purpose of attending meetings, conventions and congresses. A congress, convention or conference is a regular formalized meeting of associations or body or a meeting sponsored by an association or body on a regular or adhoc basis.

21. Incentive travelers Incentive travel is a special type of business travel. It is travel given by forms to employees as a reward for some accomplishment or to encourage employees to achieve more than what is required.

22. B. Pleasure/Personal Travelers This group consists of people travelling for vacation or pleasure. They are also called nonbusiness travelers. Experiences and research have shown that nonbusiness travelers have different spending patterns from business travelers. In general, the demand for travel services by nonbusiness travelers is elastic with respect to prices. This means that nonbusiness travelers are very much concerned with the increase in the price of travel services since the cost of travel is usually shouldered by the traveler himself. The traveler likewise chooses the vacation area. Pleasure/personal travelers are classified into the following categories: Resort travelers Family pleasure travelers The elderly Singles and couples

23. Resort travelers This are better educated, have higher household incomes and are more likely t have professional and managerial positions. It is also notable that majority of resort travelers have families with children.

24. Family pleasure travelers The family pleasure travelers can be divided into three groups, namely: junior families, midrange families and mature families. These are defined according to ages of the husband and wife and the educational stages of their children as follows: Junior Families. With parents aged 20-34 having preschool and/grade school children only; Midrange Families. With parents aged 25-44 with grade schools and/or high school children only; and Mature Families. With parents aged 45 or over with children who are of high school age and older.

25. The elderly At present, there are many people who are fifty years of age and over, including a greater number of people in the retirement age category. These population shifts have made the elderly persons a lucrative target for tourism destination areas. Persons in the “50 plus” age bracket are called active affluents or people with the money and the desire to travel extensively. Active affluents generally search for learning experiences, cultural enrichment, socialization, and activities which lead to self – fulfillment.

26. Singles and couples Another important segment of pleasure travel consists of single and couples. They take their vacation to fulfill their psychological, intellectual, and physical needs by giving the opportunity to rest, relax, escape the routine of pressures of daily living, enjoy the naturalness of life, and to express total freedom.