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Analysis of travel motivations

Analysis of travel motivations. Lecture 4. Individual Motivations and Buyer Behavior. Individuals make their choices among various vacation destinations and particular types of products based on several factors.

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Analysis of travel motivations

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  1. Analysis of travel motivations Lecture 4

  2. Individual Motivations and Buyer Behavior • Individuals make their choices among various vacation destinations and particular types of products based on several factors. • It is necessary for marketing managers to understand how internal or psychological processes influence travelers.

  3. Understanding needs and wants • What are people looking for when they visit different destinations? • Why would a tourist choose to holiday in Florida rather than Spain – what variables are at work apart from cost? • Why would he choose to travel with British Airways, but not with Lufthansa? • Why would he buy an independent inclusive tour, but not a group tour?

  4. Need Satisfaction Theory • All consumer purchases, including choice of travel destination, are made to satisfy aneed of the consumer. The individual has a desire for something????? • Do people travel just to travel? • People do not travel just to travel. Travel fills some need in each consumer. Travelers’ needs differ.

  5. Do we really need? • Often people talk about what they need, say a new television set, a new dress, or a holiday. But do they really need these things? Or are they just expressing a desire for more? • Due to today’s increased material consumption patterns, it is becoming difficult to distinguish wants (e.g. reference group influence)from needs.

  6. Maslow’s hierarchy of needs Self-actualization (e.g. self-fulfillment, etc.) Ego needs (e.g. self-respect, status, success, etc.) Social needs (e.g. affection, love, friendship, etc.) Safety needs (e.g. security, protection, etc.) Physiological needs (e.g. food, water, air, etc.)

  7. Maslow’s Hierarchy of Needs

  8. According to Maslow, the more basic needs have to be satisfied (satisfied according to the needs of our cultural group) before our interest will focus on higher level needs. • However, according to Alderfer, and his ERG (existence, relatedness, and growth needs) theory, (1) more than one need may be operative at the same time, (2) if the satisfaction of a higher level need is frustrated, the desire to satisfy a lower level need increases.

  9. The Main Motives for Travel and Tourism • The psychological or internal infleunces affecting individuals’ choices are named as motivations. • Motivation for travel and tourism can be categorized as; • Physical motivations • Cultural motivations • Personal motivations • Prestige and Status motivations (Mathieson and Wall, 1993)

  10. Physical motivations • refreshment of body and mind (rest and relaxation) – beach holidays, lakes and mountains, etc.; • for health purposes (i.e. either medically prescribed or undertaken voluntarily) – spas, etc.; • for participation in sports – skiing, canoeing, safari parks, ponytrekking, etc.; • pleasure, - fun, excitement, romance and entertainment, to shop.

  11. Cultural motivations • curiosity about foreign countries, people and places; • interests in art, music, architecture, folklore – music festivals, theatre visits, etc.; • interest in historical places (remains, monuments, churches); • experiencing specific international and national events - Olympic Games, Oktoberfest, etc.

  12. Personal motivations • visiting relatives and friends; • meeting new people and seeking new friendships; • seeking new and different experiences in different environments – sailing etc.; • escaping from one’s own permanent social environment (i.e. desire for a change) • personal excitement of traveling; • visiting places and people for spiritual reasons (i.e. pilgrimages) • traveling for travel’s sake

  13. Prestige and Status motivations • pursuit of hobbies – craft or painting holidays etc.; • continuation of education or learning- study tours etc.; • seeking of business contacts and professional goals – fairs, etc.; • conference and meetings; • ego enhancement and sensual indulgence; • fashion

  14. The Push-Pull Model • 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

  15. The Push-Pull Model (cont’d.)

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