MODULE 1 Different kinds of Psychology of Tourism
A. Motivation for travel
Micro Perspective of Tourism and Hospitality
It is an in-depth study of the nature and • BASIC TRAVEL MOTIVATORS CAN BE
distinctive characteristics of each market DIVIDED INTO FOUR CLASSES
segment of the tourism industry, client profiling 1. Physical motivators- include those related
including travel motivations and influences as to physical rest, sports participation, beach
it relates to aligning strategic and tactical recreation, relaxing entertainment, and other
solutions to the business. motivations directly connected with health.
2. Cultural Motivators- Include the desire to
WHAT IS TOURISM? know about the countries and other
MICRO PERSPECTIVE OF TOURISM AND countries- their music, art, folklore, dances,
HOSPITALITY MANAGEMENT paintings and religion.
IT’S A MOVEMENT OF A PERSON FROM 3. Interpersonal Motivators- pertain to the
ONE PLACE TO ANOTHER OUTSIDE ITS desire to meet other people, visit friends or
USUAL ENVIRONMENT NOT LESS THAN 24 relatives, escape from routine, from family
HRS AND NOT MORE THAN 365 and neighbors.
DAYS FOR LEISURE, BUSINESS AND 4. Status and prestige motivators- concern
RECREATION PURPOSES. ego needs and personal development.
Included in this group are trips related to
● Psychology of Tourism business, conventions, study, and pursuit of
-Psychology in tourism studies individuals who hobbies and education. Travel would
act as tourists. Therefore it is necessary to enhance one’s recognition and good
analyze tourism not only from the economic- reputation.
geographical point of view, but also analyze
behavior of tourists when exposed to B. Travel as means to satisfy a need and
emotional factors to protect their health and want
well-being. (Villamira, 2001) -The key to understand tourist motivation is
-Psychology studies clients’ behavior, their to view vacation travel as a vehicle to satisfy
experience and relationship. one’s needs and wants.
-Social psychology then deals with an
individual influenced by a group of people, C. Relationship of Needs, Wants and
while environmental psychology considers the Motives
influences of the physical setting on human -The difference between a need and want is
behavior. awareness.
-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
satisfy a need, an objective or goal must be
present.
PUSH/PULL MODEL E. Status and Prestige
-The push/pull model explains the push and Travels provides the means for ego and self-
pull forces in human motivation. enhancement. Travel to a poor country can
-According to the push/pull model, there are provide the traveler with a feeling of
, push and pull forces in human motivation. superiority or provide a means of mingling
-Internal factors or personal needs “push” with the wealthy and social elite.
people to travel
-external forces or attractions “pull” them to F. Travel for Education
certain destinations. The search for knowledge and truth is
inherent in every individual. Travel offers an
MASLOW’s THEORY OF MOTIVATION AND opportunity to satisfy the urge to learn.
TRAVEL MOTIVATIONS
G. Personal Values
Abraham Maslow- a famous psychologist. The notion for personal values is an
He proposed the following Hierarchy of needs important travel motivator. Many people are
as determinants of behavior: urged to travel to satisfy personal values,
1.Psychological Needs- hunger, thirst, rest, such as the search for spiritual experience,
activity patriotism, and wholesomeness.
2.Safety Needs- safety and security, freedom
from fear and anxiety; H. Cultural Experience
3.Social Needs- love, affection, giving and Studies conducted among travelers abroad
receiving. reveal that seeking a new cultural
4.Self-esteem- self-respect and esteem from experience is a primary reason for
others; and international travel.
5.Self-actualization- personal self-fulfillment
I. Shopping and Bargain Hunting
TOURIST MOTIVATIONS To many people, the joys derived from
buying certain goods may be the major
A. The need for escape or change reason for travel. Bargain hunting or being
According to Russ Johnston, a marketing able to get special merchandise at a low cost
research director, everyone is searching for is a travel motivator.
change. Travel can provide diversity. It
removes a person from familiar surroundings J. Professional and Business Motives
to something that is new and exciting. This can be related for works, profession
and engaging in a business
B. Travel for Health
Development in the field of medicine has K. Search for Natural Beauty
influenced travel for centuries, giving rise to Travel can satisfy one’s search for beauty in
the concept of health tourism. The search for the environment and in the scenery.
long life has popularized spas, seaside resorts,
acupuncture, faith-healers. CLASSIFICATION OF TRAVELERS
BASED ON PURPOSE OF TRAVEL
C. Sports
Interest in sports, either as a participant or a A.Business Travelers
spectator, is attracting large segments of the
population. People demand activity and 1.Regular Business Travelers- Cost of the
excitement during their leisure hours to relieve trip is shouldered by a company. They are
them from the boredom of their work. well educated, Rich, have high-level jobs
and tend to fly often.
D. Social Contact
Much travel grows out of the social nature of 2.Business Travelers attending Meetings,
people. Human beings are social animals. Conventions, Congresses
They need contact and communication with
others. Ex. Tour group 3.Incentive Travelers- It is a travel given by
A. Motivation for travel
Micro Perspective of Tourism and Hospitality
It is an in-depth study of the nature and • BASIC TRAVEL MOTIVATORS CAN BE
distinctive characteristics of each market DIVIDED INTO FOUR CLASSES
segment of the tourism industry, client profiling 1. Physical motivators- include those related
including travel motivations and influences as to physical rest, sports participation, beach
it relates to aligning strategic and tactical recreation, relaxing entertainment, and other
solutions to the business. motivations directly connected with health.
2. Cultural Motivators- Include the desire to
WHAT IS TOURISM? know about the countries and other
MICRO PERSPECTIVE OF TOURISM AND countries- their music, art, folklore, dances,
HOSPITALITY MANAGEMENT paintings and religion.
IT’S A MOVEMENT OF A PERSON FROM 3. Interpersonal Motivators- pertain to the
ONE PLACE TO ANOTHER OUTSIDE ITS desire to meet other people, visit friends or
USUAL ENVIRONMENT NOT LESS THAN 24 relatives, escape from routine, from family
HRS AND NOT MORE THAN 365 and neighbors.
DAYS FOR LEISURE, BUSINESS AND 4. Status and prestige motivators- concern
RECREATION PURPOSES. ego needs and personal development.
Included in this group are trips related to
● Psychology of Tourism business, conventions, study, and pursuit of
-Psychology in tourism studies individuals who hobbies and education. Travel would
act as tourists. Therefore it is necessary to enhance one’s recognition and good
analyze tourism not only from the economic- reputation.
geographical point of view, but also analyze
behavior of tourists when exposed to B. Travel as means to satisfy a need and
emotional factors to protect their health and want
well-being. (Villamira, 2001) -The key to understand tourist motivation is
-Psychology studies clients’ behavior, their to view vacation travel as a vehicle to satisfy
experience and relationship. one’s needs and wants.
-Social psychology then deals with an
individual influenced by a group of people, C. Relationship of Needs, Wants and
while environmental psychology considers the Motives
influences of the physical setting on human -The difference between a need and want is
behavior. awareness.
-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
satisfy a need, an objective or goal must be
present.
PUSH/PULL MODEL E. Status and Prestige
-The push/pull model explains the push and Travels provides the means for ego and self-
pull forces in human motivation. enhancement. Travel to a poor country can
-According to the push/pull model, there are provide the traveler with a feeling of
, push and pull forces in human motivation. superiority or provide a means of mingling
-Internal factors or personal needs “push” with the wealthy and social elite.
people to travel
-external forces or attractions “pull” them to F. Travel for Education
certain destinations. The search for knowledge and truth is
inherent in every individual. Travel offers an
MASLOW’s THEORY OF MOTIVATION AND opportunity to satisfy the urge to learn.
TRAVEL MOTIVATIONS
G. Personal Values
Abraham Maslow- a famous psychologist. The notion for personal values is an
He proposed the following Hierarchy of needs important travel motivator. Many people are
as determinants of behavior: urged to travel to satisfy personal values,
1.Psychological Needs- hunger, thirst, rest, such as the search for spiritual experience,
activity patriotism, and wholesomeness.
2.Safety Needs- safety and security, freedom
from fear and anxiety; H. Cultural Experience
3.Social Needs- love, affection, giving and Studies conducted among travelers abroad
receiving. reveal that seeking a new cultural
4.Self-esteem- self-respect and esteem from experience is a primary reason for
others; and international travel.
5.Self-actualization- personal self-fulfillment
I. Shopping and Bargain Hunting
TOURIST MOTIVATIONS To many people, the joys derived from
buying certain goods may be the major
A. The need for escape or change reason for travel. Bargain hunting or being
According to Russ Johnston, a marketing able to get special merchandise at a low cost
research director, everyone is searching for is a travel motivator.
change. Travel can provide diversity. It
removes a person from familiar surroundings J. Professional and Business Motives
to something that is new and exciting. This can be related for works, profession
and engaging in a business
B. Travel for Health
Development in the field of medicine has K. Search for Natural Beauty
influenced travel for centuries, giving rise to Travel can satisfy one’s search for beauty in
the concept of health tourism. The search for the environment and in the scenery.
long life has popularized spas, seaside resorts,
acupuncture, faith-healers. CLASSIFICATION OF TRAVELERS
BASED ON PURPOSE OF TRAVEL
C. Sports
Interest in sports, either as a participant or a A.Business Travelers
spectator, is attracting large segments of the
population. People demand activity and 1.Regular Business Travelers- Cost of the
excitement during their leisure hours to relieve trip is shouldered by a company. They are
them from the boredom of their work. well educated, Rich, have high-level jobs
and tend to fly often.
D. Social Contact
Much travel grows out of the social nature of 2.Business Travelers attending Meetings,
people. Human beings are social animals. Conventions, Congresses
They need contact and communication with
others. Ex. Tour group 3.Incentive Travelers- It is a travel given by
