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Chapter 2 Travelers Motivations and Profile
Chapter 2 Travelers Motivations and Profile
allocentric.
Motivation Allocentric – are independent tourists seeking for adventure or
- The force that initiates, guides, and maintains goal-oriented experience.
behaviors.
- Key of success of travel market. Iso Ahola’s Model of the Social Psychology of Tourism
- One of variables that can explain tourist behavior; it is regarded
as one of the most important variables (Baloglu and Uysal, The model covers four aspects of the needs according to
1996). these main elements (escaping and seeking): escaping personal
environment, escaping interpersonal environment, seeking intrinsic
Application of the Motivation Theories into Tourism Practice personal rewards, and seeking intrinsic interpersonal rewards.
Maslow’s Hierarchy of Needs in Connection with Tourism Six (6) Key Ideas behind Theories of Motivation
Maslow’s hierarchy of needs suggests that people are motivated
to fulfill basic needs before moving on to other. 1. Instinct Theory of Motivation
- people are motivated to behave in certain ways because they
Level 1: Physiological needs: Every tourism destination must are evolutionarily programmed to do so.
meet two basic needs – physiological needs and safety. - William James created a list of human instincts that included
Level 2: Safety needs – this is a reflection of location’s character, such things as attachment, play, shame, anger, fear, shyness,
social life, risk of undesired pathological characters. Tourists’ safety, modesty, and love. The main problem with this theory is that it did
calm and peace are the main requirements of tourist in rural areas. not really explain behavior, it just described it.
Level 3 and 4: Social needs – such as being part of a particular
group. These are needs of esteem connected with self-esteem or with 2. Incentive Theory of Motivation
esteem of others. - people are motivated to do things because of external
Level 5 and 6: Cognitive and aesthetic needs – are described rewards.
such as knowledge and understanding local lifestyle, heritage and
traditions, or aesthetic need, such as appreciation and search for 3. Drive Theory of Motivation
beauty, balance and form. - People are motivated to take certain actions in order to
Level 7: Self-actualization needs ( self-realization needs ) – these reduce the internal tension that is caused by unmet needs.
refer to the need for personal cultivation, needs realizing, personal
potential, self-fulfillment, seeking personal growth and peak 4. Arousal Theory of Motivation
experiences. - People take certain actions to either decrease or increase
levels of arousal.
Plog’s Psychographic Tourists’ Profile
5. Humanistic Theory of Motivation
This theory classifies tourists’ along their personal - Based on the idea that people also have strong cognitive
characteristics, lifestyle and personal values, to psychocentric at one reasons to perform various actions.
extreme to the allocentric at the other.
Psychocentric – are represented by people concerned on their 6. Expectancy Theory of Motivation
own affairs, i.e. non-adventurous visitors, who often require standard - Suggests that when we are thinking about the future, we
services. formulate different expectations about what we think will
Midcentric – represent majority of tourists, and these are happen.
- Consist of three key elements: valence, instrumentality and 1. Incentive
expectancy. - If you do something, you get something good. This type of
motivation might seem selfish, because there's something in it for you,
Tourism Motivation but it doesn't have to be.
Spoiling Yourself Silly
Nostalgia – for the aged, they have memorable time in the past. Creating Memories
Though after years, they are willing to go back to the place where they Bragging Rights
have lived or talk with the old friends to remind the old time.
2. Fear
Loneliness - many old people feel lost and lonely. Therefore, tourism is - Fear motivation is based on avoiding something bad, be it a feeling
able to satisfy their life and attract their attention. (regret), an experience (stress), or a situation ( you’re going to miss a
chance). Travel can help you overcome fear, and it can also help you
Increasing Knowledge - many old people want to go travelling while the avoid it.
health condition and economy allow, they want to feel and know the Fear of missing out
prospect of the outside world. Overcoming Fear
Health and Entertainment - The life of old people is focused on family 3. Achievement
and health from previous work. They choose to work out through - this type of motivation can fuel all different types of travel
tourism and entertainment, to go to the natures, for more fresh air, or experiences.
to live in suburb place. Taking on a Challenge
Collecting Experiences
Tourist Motivation
- Tourist motivations explain the factors in which influence a 4. Growth
tourist to travel. - it gives you the opportunity to become immersed in a different
culture and widen your comfort zone by adapting to new foods,
Hill (1965) concludes the motive of many vacation makers is in a customs, languages and traditions.
response to psychological depletion and is an opportunity to allow the Having a Unique Experience
tourist to replenish and restore, if the traveler finds what they want Learning About a New Culture
they will come back enriched, regenerated & recharged.
5. Power
Crompton (1979) states that the essence of a vacation was the - Power motivation also includes the desire for power over other
individual having a break from their typical routine. people, but it all comes down to wanting to do things your way (or no
way at all).
Dann (1977) argues that the element of travel provides the Regaining Control of Your Life
opportunity for ego-enhancement and self-recognition allowing man to Power of Freedom
reach the fulfillment in which they require to be recognized.
6 Social
Motivation to Travel - Which of these Describes you? -relating to peers and make meaningful connections with other people
can still be motivating.
Motivation is the reason you do things, the force driving your efforts. Getting closer with your travel companions
According to Lifehack, there are six types of motivation, and they all Meeting new people
apply to travel.
2. Psychographics
Tourists' Profiles and Lifestyles Psychographics is the data about a specific group of people
that focuses on attitudes, aspirations, interests, lifestyle, and other
In this article it is explained, that with tourism activities, it is not about psychological criteria. It covers things like:
what a destination can offer or what tourists want from a destination, 1. Mindset and attitude
rather it deals with what at any given destination can serve each 2. Beliefs and opinions
type of tourist. 3. Aspirations, goals, dreams and wishes
4. Interests (parenting tips, pet ownership, travel, wealth building,
1. Types of attractions and types of tourists weight loss)
5. Activities (hobbies, books, stores, restaurants, TV shows, movies,
Tourism is about the encounter between tourists and their holiday how they spend their free time)
destination and therefore, it is this particular relationship we shall 6. Personality and values
embark on. Tourists have their sensory intake from sources, called 7. Lifestyle and priorities
impact sources. Similarly, other terms used are 'toured objects' or 8. How they spend their money
'experience clues'. Holiday tourists may look all the same with their 9. Worries and fears
bright-colored clothing, expensive bags, cameras and funny caps,
but in fact each of them experiences their vacation differently. When 3. Ideal client behavioral analysis
tourists enter their holiday destination local identities — cultural, Behavior analysis is the process of understanding the
sociological or natural — become associated with a significance they behavior of a specific group of people.
may have for tourists, whereby these identities turn into impact
sources. In other words, each tourist attributes some value to the The behavioral analysis of your ideal client focuses solely on
impact source he or she is confronted with through association, their behavior and the actions they take in relation to what you are
recognition, comparison or imagination, among others. selling and offering, some things you will look at in your ideal client
profile behavioral analysis are:
Profile of the Customer/Clients in Travel
Internal marketing data, such as what types of email they open
Nine (9) Tips for Creating an Ideal Client Profile most, what blog posts are most read, what email subject lines
perform the best, what social media posts have the most shares.
1. Demographics Analytics data to identify what action, email, blog post, sales
Demographics explain who your ideal client is. page, ad, etc. triggered a sale.
A demographic profile is a collection of objectives, factual, Real feedback — good and bad — from clients and customers
statistical data about a specific group of people often used by about their experience with your brand, products, and services,
companies to segment and target their marketing for better results. both online and off.
1. Age 7. Marital status When sales have increased and why — time of year, holiday,
2. Gender 8. Geographic location special promotion. Find out why repeat customers continue to
3. Ethnicity 9. Number of children buy and what motivated new customers
4. Income 10. Vehicle type Who uses your product/service the most, how to do they use it,
5. Mortgage amount 11. Occupation when do they use it (time of day, day of week, frequency)
6. Homeowner/renter 12. Education level How potential clients and customers gather information before
making a purchase. How they are affected by price, quality,
convenience, and prestige.
something on the way?
4. Ideal client background story 3. Do they take their kids to school? Pick them up? Are they the taxi
for after school activities?
Your ideal client's background story is the story of how they 4. Do they bring their lunch to work or go out to lunch?
got to where they are today. You need to know where they began, 5. How many meetings do they have? How many phone calls? Do
what challenges they faced, what they achieved, and where they are they have a code, and office, a shared workspace?
right now. 6. Are they squeezing in personal errands? How long is their
commute?
5. Ideal client destination 7. Do they have to dress up? Is their work attire casual? Are they
A lot of marketers will tell you to sell based on benefits uncomfortable or comfortable? Do their feet hurt?
instead of features. 8. Do they cook dinner or eat out or order take out? Do they have
the meal prepped ahead of time? Are they eating fresh or frozen
6. Ideal client future story foods?
The future story of your ideal client brings to life the journey 9. How do they relax and unwind at night? Do they watch TV, read,
from your ideal clients are right now to where they most want to be surf social media, play with the kids, go for a walk, play sports,
and illustrate how your product or service can help them get there. exercise?
10. What time do they go to bed?
7. Ideal client objections 11. What are they focused on? What do they worry about? What
Objections are an inevitable part of any sales process. causes them stress? What creates frustration?