MICRO PERSPECTIVE REVIEWER FOOR 3RD YEAR

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1. TRAVELER'SMOTIVATIONSANDPROFILE
INTRODUCTION
●Everytravelerisdrivenbyhis/herownmotivationandprofile.Foreverytravelthata
touristdoes,heorsheisbeingmotivatedbypersonalintentionorpurpose.Thestatusin
lifeorinasocietyofapersongreatlycontributestochoiceofdestination,modeoftravel,
accommodation,andactivities.
Plog’sPsychographicTourists’Profile
Psychocentrics
●representedbypeopleconcernedwiththeiraffairs,i.e.non-adventurousvisitors,who
oftenrequirestandardservices,whileallocentricareindependenttouristsseeking
adventureorexperience
Allocentric
●independenttouristsseekingadventureorexperience.
Midcentrics
●representthemajorityoftourists,andthesearepeoplewhooccupyborderswithnear
psychometricsandnearallocentrics.
IsoAhola’sModeloftheSocialPsychologyofTourism
2Leisuremotivation
●Seeking-(PersonalRewards)
●Escaping(everydayenvironments,routine,everydayproblems,familiarenvironments,
tensionandstress)
Fouraspectsoftheneeds
●escapingpersonalenvironment
●escapinginterpersonalenvironment
●seekingintrinsicpersonalrewards
●seekingintrinsicinterpersonal
TravelMotivationsforTravelandHospitality
Maslow’sHierarchyofNeeds(1970)
●Highlightsphysiological,safety,belonging,self-esteem,andself-actualizationneeds,with
additionalcategoriesofaestheticsandknowledge.Needsareclassifiedinto
tension-reducingandarousal-seekingmotives.
Escape-SeekingModel(Iso-Ahola,1982;RossandIso-Ahola,1991)
●Differentiatesbetweenpushmotivations(psychologicalfactorsdrivingtravel)andpull
motivations(culturalfactorsattractingtouriststospecificdestinations).
PushandPullMethod(Crompton,1979)
●Pushmotivationsinvolvesocio-psychologicalreasonsfortravel,whilepullmotivations
relatetotheattractionsofspecificdestinations.
TourismMotivation
Nostalgia
●Fortheaged,theyhaveaverymemorabletimeinthepast.Thoughafteryears,theyare
willingtogobacktotheplacewheretheyhavelived,ortalkwiththeoldfriendstoremind
theoldtime.
Loneliness
●Generallytheagedhavemorefreetime,andmostoftheirsonsanddaughterslive
withoutthem.
IncreasingKnowledge
●Manyoldpeoplewanttogotravellingwhilethehealthconditionandeconomyallow,they
wanttofeelandknowtheprospectoftheoutsideworld.
HealthandEntertainment
●Thelifeofoldpeopleisfocusedonfamilyandhealthfrompreviouswork.
●Theychoosetoworkoutthroughtourismandentertainment,togotothenatures,for
morefreshair,ortoliveinsuburbplace.
TourismManner
●Ingeneral,theoldpeopleneedstabilityandsecurityinthetourism,andaskforrelaxation,
freedom,comfort,andleisure.
TourismTime
●Duetohealthlimitation,theoldpeoplearenotwillingtogotravellinginwinteror
summer.
TourismDestination
●Thetourismwithpurposeofhealthismorethanpuretourism.Itsignifiedthatduetothe
healthcondition,theoldpeoplehavemoredemandinhealthytourism.
TourismExpense
●Theoldtouristsaremainlyfrugalandholdinganeconomicalattitude,requiringcomfort
andsecurity.Theyasklittleaboutluxurylife.
MotivationtoTravel-WhichoftheseDescribesYou?
INCENTIVE
●ifyoudosomething,yougetsomethinggood.
FEAR
●Fearmotivationisbasedonavoidingsomethingbad,beitafeeling(regret),anexperience
(stress),orasituation(you’regoingtomissachance).
ACHIEVEMENT
●Whetherit’sachievementtosatisfysomethingyou’vealwayswantedtodo,orwhether
youwanttoshowtheworldthatyou’recapableofachieving,thistypeofmotivationcan
fuelalldifferenttypesoftravelexperiences.
GROWTH
●Becomingabetteryouisanoblegoal,andonethattravelcanhelpyouachieve.Itgives
youtheopportunitytobecomeimmersedina31.differentculture,andwidenyour
comfortzonebyadaptingtonewfoods,customs,languages,andtraditions.
POWER
●Havingpoweroveryourownlifeismotivating:makeyourownchoices,notgettingswept
alongintheflow,noonecontrollingyou.Powermotivationalsoincludesthedesirefor
poweroverotherpeople,butitallcomesdowntowantingtodothingsyourway
SOCIAL

2. ●Becomingabetteryouisanoblegoal,andonethattravelcanhelpyouachieve.Itgives
youtheopportunitytobecomeimmersedina31.differentculture,andwidenyour
comfortzonebyadaptingtonewfoods,customs,languages,andtraditions.
Six(6)KeyIdeasBehindTheoriesofMotivation
Motivationistheforcethatinitiates,guides,andmaintainsgoal-orientedbehaviors.Itiswhat
causesustotakeaction,whethertograbasnacktoreducehungerorenrollincollegetoearna
degree.Theforcesthatliebeneathmotivationcanbebiological,social,emotional,orcognitivein
nature.
1.InstinctTheoryofMotivation.
●Peoplearemotivatedtobehaveincertainwaysbecausetheyareevolutionarily
programmedtodoso.
2.IncentiveTheoryofMotivation
●Peoplearemotivatedtobehaveincertainwaysbecausetheyareevolutionarily
programmedtodoso.Thistheorysharessomesimilaritieswiththebehavioristconceptof
operantconditioning.Inoperantconditioning,behaviorsarelearnedbyforming
associationswithoutcomes.Reinforcementstrengthensabehaviorwhilepunishment
weakensit.
3.DriveTheoryofMotivation
●Accordingtothedrivetheoryofmotivation,peoplearemotivatedtotakecertainactions
inordertoreducetheinternaltensionthatiscausedbyunmetneeds.
4.ArousalTheoryofMotivation
●Thearousaltheoryofmotivationsuggeststhatpeopletakecertainactionstoeither
decreaseorincreaselevelsofarousal.Whenarousallevelsgettoolow,forexample,a
personmightwatchanexcitingmovieorgoforajog.
5.HumanisticTheoryofMotivation
●Humanistictheoriesofmotivationarebasedontheideathatpeoplealsohavestrong
cognitivereasonstoperformvariousactions.ThisisfamouslyillustratedinAbraham
Maslow’shierarchyofneeds,whichpresentsdifferentmotivationsatdifferentlevels.
6.ExpectancyTheoryofMotivation
●Theexpectancytheoryofmotivationsuggeststhatwhenwearethinkingaboutthefuture,
weformulatedifferentexpectationsaboutwhatwethinkwillhappen.
Motivation,Needs,andMotives
Inthecaseoftourismthismotiveformsthebasisforthedesiretotravelandincludesthe
generationofaneed
1.Needs
●Needs,motivesandmotivationsaretheenginesofhumanconductandtheyplaya
fundamentalpartinthemechanicsoftourism.
Thehumanist-psychologistAbrahamMaslowpublishedhishierarchyofhumanneedsasa
pyramid-shapedmodelwithfivelayersasfollows,frombottomtotop:
1.Physiologicalneeds(suchashungerorthirst),
2.Safetyandsecurity,includingshelter;
3.Socialneeds,loveandbelonging;
4.Esteem,theneedtobeacceptedandvaluedbyothers;
5.Self-actualization.
Fivelayersofholidaymotivations(fromthebottomtothetopofthepyramid):
1.Relaxation(restactive)
2.Stimulation(strongeremotions)
3.Socialneeds(family,friends)
4.Selfesteem(self-developmentthroughcultural,natureorotheractivities)
5.Self-realization(searchforhappiness)
2.MotivesandMotivations
●Tourismdestinationsoftentrytoattractpotentialtouristsandthispullfactorcaninstigate
apersontocreateamotivefortravellingandtodevelopthecorrespondingmotivationto
visitthisparticulardestination.
Escape,Search,andDesire
Escape
●Tourismcanofferfreedomfromworkandothertimeobligations,anescapefrom
traditionalsocialrolesandthelibertytospendone’stimehoweveronechooses.
Search
●Travelneedsandmotivesmayalsostemfromaninnerfeelingofwantingtolearnabout
newthings,furtherfuelledbyexternalpullfactorsthatpromisejustthat
Desire
●Atotallydifferentsourceoftravelmotivesisthespecificdesireonemaywantto
experience.
TheBody,theEmotionsandMe
●Theneedsandmotivationstotravelaresubjecttothestateofmindofeachindividual,the
positioninsocietyandthesocialenvironment.Thismeansthattravelmotivesmaychange
withshiftsinsocietyorinsomeone’spersonallife.Changesinconductandtherefore
generatedneedsarebeinginfluencedbypostmoderntendenciesaffectingnotonlythe
westernsocieties,butalsoalargepartoftheso-calleddevelopingnations.
TouristMotivations
●Touristmotivationsexplainthefactorsinwhichinfluenceatouristtotravel.Crompton
(1979)explainsthatmotivationisonlyoneofmanycontributingfactorsinwhichassist
withexplainingtouristbehavioralthoughitisconsideredacriticalfactorasitisthe
“impelling&compellingforcebehindallbehavior”
Push&PullMotives
●Gray(1970),however,definesthesamepushandpullmotivesas‘sunlust’and
‘wanderluse.Sunlustdescribesthose“vacationsinwhicharemotivatedbythedesireto

3. experiencedifferentorbetteramenitiesforaspecificpurposethanareavailableinthe
environmentinwhichonenormallylives”(Crompton,1977).
TouristCareerLadder
●ThetouristcareerladderwasidentifiedbyPearce(1988)andexplainedthatthemore
experienceatouristgainedhis/hermotivesweremorelikelytochangeascomparedtoa
touristwithlittleexperience.However,thetheorywaslargelycriticizedasitwasnot
evidentthattouristsindeedclimbedaladder.
TheDecisionMakingProcess
Whenmakingadecisionoverthetraveldestination,toidentifylocationthetouristwillgothrough
stepsasoutlinedbyWoodside&Sherrell(1997)fromtheirconstructedframework,usingthetravel
destinationsetsmodetonarrowdowntheirchoices.Theframeworkconsistsofthefollowingsix
steps:
TotalSet
AwarenessSet
AvailableSet
PossibleChoices
EvokedSet:Positive,InertSet:Neutral&IneptSet:Negative
Decision
DestinationChoiceandSelection
InfluentialFactorstoMakeTourismDecision
●Oncethedecisionismadetostarttourism,thedecisionmakerisinfrontofmany
questions,suchlikewheretotravel,whomtotravelwithandhowtotravel.Ingeneral,
thisisaprocesstocollect,organizeandassesstheinformation(Liu,2008)
Environmentalperception
●Environmentperceptionreferstothetourisminformationrootedinmind,theold
informationandcollectedinformation.Ingeneral,thisisthewholeimpressionforthe
travelling..
PrincipleofMaximumBenefit
●Principleofmaximumbenefitreferstothetouristswillgetthebestenjoymentwithin
certainbudgetduringthetourism.Touristswillthinkitoverbeforemakingadecisionto
travel.
TourismPreference
●Tourismpreferencereferstothehuman’simpressionbasedontheircharactersoverthe
reality.Thetourismpreferenceoftouristsisinfluencedbyhuman’spersonalimpression.
ContentofTourismDecision
●Tourismpreferencereferstothehuman’simpressionbasedontheircharactersoverthe
reality.Thetourismpreferenceoftouristsisinfluencedbyhuman’spersonalimpression.
Thetourismpreferenceisdecidedbypersonalimpressionoftourists.
InformationChannel
●Informationchannelisthewaytoobtainandcollecttheinformation.Withvarious
channel,itisabletoobtaintheproductinformation,orotherusers’experienceofusing
theproducts
DecisionConsultant
●Decisionconsultantissomeonewhothetouristwillaskforsuggestionsbeforestarting
tourism.Potentialtouristswilltakesuggestionsintoconsideration,andthenismorelikely
toaskforothers’consultationaboutwheretogoandhowtogo.
TourismPartners
●Peoplewouldliketofindpartnerswhengoshopping,thesameliketourists,manypeople
liketostarttourismwithpartners.Accordingtoexpertsofconsumerbehavior,theyhave
madefurtheranalysisontherelationshipbetweenpersonandhispartnersinshopping
WaysofTourism
●Waysoftourismisfocusingonhowtoreachthedestination.Ingeneral,therearetwo
waystotravel,firstisjoiningthetravellingagency,andanotherisindividualtourism.
TourismMotivations
●Tourismmotivationsareessentiallythe‘pushandpull’factorsassociatedwithtravelanda
destination.Traditionalmodelshavedefinedpushmotivesasthedesiretogoonvacation
incomparisontothepullmotivesexplainingthechoiceofdestination.
TouristsProfilesandLifestyles
●tounderstandhowtouristsmaybehaveinenvironmentsthatareforeigntothem.
1.Typesofattractionandtypesoftourist
●Tourismisabouttheencounterbetweentouristsandtheirholidaydestinationand
therefore,itisthisparticularrelationshipweshallembarkon.Touristshavetheirsensory
intakefromsources,calledimpactsources.Similarly,othertermsusedare‘touredobjects’
or‘experienceclues’.
●Holidaytouristsmaylookallthesamewiththeirbright-coloredclothing,expensivebags,
camerasandfunnycaps,butinfacteachofthemexperiencestheirvacation
differently.Whentouristsentertheirholidaydestinationlocalidentities-cultural,
sociologicalornatural-becomeassociatedwithasignificancetheymayhavefortourists,
wherebytheseidentitiesturnintoIMPACTSOURCES.
IMPACTSOURCES
EconomicValue
●tourismdestinationsconsistoftourismservices
●distinctioncanbemadebetweenthemainattractionembodyingthedestination’spulling
powerandsideattractionstakingadvantageofthetourists’presence.
GeneralAmbiance
●Withorwithoutthepresenceoftourists.
●SHAREDIMPACTSOURCES
●Touristdonotpayfortheuruse
APRACTICALAPPROACH
●Individualist
●Peoplewhodon’twantanyproblemsbeforeorduringtheirvacation
Threemoreintermediategroupsforatotaloffive:
●psychocentrics
●nearpsychocentrics

4. ●midcentrics
●nearallocentric
●allocentrics.
Sixthgroup:traditionals-sightseers-journeyers-voyagers-pioneers-venturers.
1.TheRecreationalOrientation
2.TheSecondOrientation
3.TheExperientialOrientation
4.TheExperimentalOrientation
5.ThisOrientation
EgoisticPleasureSeeker:
●Inthismode,thetouristexperiencesknownfeelingsandoutcomesandisabletopredict
whatmoderatelynovelenvironmentsmayproduce,andvariestheirintensitytoa
measureddegreethroughchoiceanddecisions.
Re-discoverer
●thetouristbeginstorediscoverhimorherselfashe/sheseekstoapplysomeformof
effortinordertore-establishknownskillsandcapabilities
KnowledgeSeeker
●Noveltyseekingmovesbeyondself-gratificationwhenbecomingexploratoryandwhen
themindisseeking.
Holist
●Ifexploratorybehaviorbecomesspontaneouslyplayful,experimentalandseeking
existential,emotionalconvergence,activitybecomescreativeandholisticasmomentsare
experiencedasGestaltsratherthandifferentiallyexperienceddetails.
3.TheDestinationTypologies
1.Plog
2.Pearce
3.Cohen/Lengkeek
4.Gnoth
4.FinalRemarks
●Whatpopularlyarecalledtouristprofilesorlifestylesandtheexistinginterestinthese
typologiesformarketingreasonshavetobehandledwithacertaincaution.
IdealCustomerProfiling:TheProcessofIdentifyingyourMostProfitableProspects
●Beforeyouchooseyourmarketingactivities,youneedtoknowwhoyourcustomersare.
●TheProcessofProfilingyourIdealCustomer
●MarketingDirecttoyourIdealCustomers
ProfileoftheCustomer/ClientsinTravel
1.Knowingspecific,segmentedmarketingcampaignsworksbetterthangeneral,
broad-basedmarketingcampaign.
2.Howtocreateanidealclientprofile?
Nine(9)TipsforCreatinganIdealClientProfile
1.Demographics
2.Psychographics
3.Behavioranalysis
4.Backgroundstory
5.IdealClientDestination
6.IdealClientFutureStory
7.IdealClientObjections
8.IdealClientRisks(Positiverisk,Negativerisk)
9.IdealClientday-in-the-life
HowtoGettheDatayouNeedtoCreateaClientProfile
Herearesixwaysyoufindtheinformationyouneedtocraftapowerfulidealclientprofile:
1.Reviewyourinternaldata.
2.Gradeyourclients.
3.Hostasurvey
4.Performclientinterviewsaboutthem.
5.Personalresearch.
6.Getclientpersonasforcomplementarybusinesses.
HowtoPutyourIdealClientProfiletoWork
1.Copywriting/design
2.Personalization
●Writingtooneperson-youridealclient-allowsyoutobehighlyspecificinyour
marketingandsalescopy.Youcanpersonalizethemessagejustforthem.
3.Segmentation
●Ifyouhaveenoughdata,youcansegmentyouridealclientpersonaevenfurther.
4.Alignment/resonance
●Youridealclientprofilewillhelpensurethatallofyourmarketingdartsaimdirectlyforthe
bullseye
5.Decision-making
●Adeepunderstandingofexactlywhoyouridealclientiscanalsobeaguideastowhat
informationyouneedtoprovidetohelpprospects,clients,andcustomersmakeabuying
decision.
HowtoPutyourIdealClientProfiletoWork
KeepYourMessageStrong
●Whenyouusebroad,generalmarketingmessagesthattrytoappealtoeveryone,they
endupappealingtonoone.
Customer/ClientsinHospitality
●Thehospitalityindustryisanotoriouslydifficultindustrytosurvivein.Itisjudgedby
peoplewhoareusingtheirdisposableincomeandfreetimetodosomethingtheyseek
pleasurefrom,sotheyaredefinitelylessforgiving.