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___________________________ Principles, Practices, Philosophies

TOURISM

TWELFTH EDITION

Charles R. Goeldner J. R. Brent Ritchie

CHAPTER

Motivation for

Pleasure

Travel

LEARNING OBJECTIVES

•  Adopt a professional approach to motivation and recognize differences in other people’s motives.

•  Appreciate the range of ideas on travel motivation. •  Be aware of contemporary research practices in

tourism that integrate motive and feature destination assessments.

•  Be familiar with conceptual approaches to tourism motivation and recognize there is continual development and enhancement of ideas in this field.

IMPORTANT CONTRIBUTIONS OF PSYCHOLOGICAL THEORY TO THE UNDERSTANDING OF TRAVEL MOTIVATION

•  The study of all types of human motivation is a part of Psychological Theory of human personality—or what makes people different.

•  A summary of some major theories in psychology that deal with motivation is given in Table 9.1.

•  In particular, such motives are personal control, love, sex, competence, acceptance, self- development, respect, curiosity, security, understanding, and self-actualization have been identified as being relevant.

MORE SPECIFIC MARKET RESEARCH QUESTIONS ARE REFLECTED IN STUDIES OF “TRAVEL BENEFITS”

e.g. Loker & Perdue (1992) study of visitors to North Carolina identified six major “Benefit Segments” of Holiday Traveling:

•  Excitement & escape segment •  Pure adrenaline/excitement segment •  Family & friends-oriented segment •  Naturalists (those who enjoyed natural surroundings) •  Segment that emphasized the value of escape itself •  An “All Benefits” segment

TRAVEL SURVEY QUESTIONS PROVIDE INSIGHTS INTO NATURE OF TRAVEL MOTIVATION

Basic passport questions seek to identify major purposes of travel:

•  Business •  Leisure/vacation to visit friends & relatives (VFR) •  Conventions/meetings •  “Other” reasons

REQUIREMENTS OF A SOUND THEORY OF TOURIST MOTIVATION

•  Role of the theory •  Ownership and appeal of the theory •  Ease of communication •  Ability to measure travel motivation •  Multi-motive versus single trait approach •  Dynamic versus snapshot approach •  Roles of extrinsic and intrinsic motivation

Travelers tend to be more selective in their emphasis on travel motives with experience Self-esteem/development needs

Fulfillment needs

Relationship needs

Safety/security needs

Physiological

Other-directed Self-directed

Self-directed Other-directed

Externally oriented Internally oriented

Travelers have multiple motives in

their pattern of needs even though one

category of needs may be more

dominant

Need for self-actualization Need for flow experiences

Need for status Need for respect and recognition Need for achievement

Need for self-development Need for growth Need for curiosity/mental stimulation Need for mastery, control, competence Need for self-efficacy Need to repeat intrinsically satisfying behaviors

Need to reduce anxiety about others Need to affiliate Need to give love, direction

Need to reduce anxiety Need to predict and explain the world

Need for security

Need for escape, excitement, curiosity Need for arousal, external excitement and stimulation

Need for sex, eating, drinking Need for relaxation (manage arousal level)

A “spine” or “core” of needs for nearly all travelers seems to include relationships, curiosity, and relaxation

CHAPTER

Cultural and International

Tourism for Life's Enrichment

LEARNING OBJECTIVES

•  Recognize that travel experiences are the best way to learn about other cultures.

•  Identify the cultural factors in tourism •  Appreciate the rewards of participation in life-seeing

tourism. •  Become aware of the most effective promotional

measures involving an area’s cultural resources. •  Realize the importance of cultural attractions to any area

promoting itself as a tourist destination. •  Evaluate the contributions that international tourism can

make toward world peace.

Work

Language

R el

ig io

Source: Valene Smith, Hosts and Guests, 1977.

SIX CATEGORIES OF TOURISM

•  Ethnic Tourism •  Cultural Tourism •  Historical Tourism •  Environmental Tourism •  Recreational Tourism •  Business Tourism

CREDO OF THE PEACEFUL TRAVELER

Grateful for the opportunity to travel and experience the world and because peace begins with the individual, I affirm my personal responsibility and commitment to:

•  Journey with an open mind and gentle heart •  Accept with grace and gratitude the diversity I encounter •  Revere and protect the natural environment which sustains

all life •  Appreciate all cultures I discover •  Respect and thank my hosts for their welcome •  Offer my hand in friendship to everyone I meet •  Support travel services that share these views and act upon

them and, •  By my spirit, words and actions, encourage others to travel

the world in peace

TOURIST APPEALS

•  Fine Arts •  Music and Dance •  Handicraft •  Industry and

Business •  Agriculture •  Education •  Literature and

Language

•  Science •  Government •  Religion •  Food and Drink •  History and

Prehistory

CHAPTER

Sociology of Tourism

LEARNING OBJECTIVES

•  Appreciate inordinate social impact travel experiences make on the individual, family, or group, and society as a whole— especially the host society.

•  Recognize that a country’s indigenous population may resent the presence of visitors, especially in large numbers.

•  Discover that travel patterns change with changing life characteristics and social class.

•  Become familiar with the concept of social tourism and its importance in various countries.

•  Perceive there are four extremes relating to the travel preferences of international tourists.

NEGATIVE SOCIAL EFFECTS OF TOURISM ON A HOST SOCIETY

•  Introduction of undesirable activities such as gambling •  Demonstration effect: local people want same luxuries, imported goods

as tourists •  Racial tension •  Development of servile attitude of tourist business employees •  Trinketization of arts and crafts •  Standardization of employees roles •  Loss of cultural pride •  Too rapid change in local ways •  Disproportionate numbers of worker in low-paid, menial jobs

Effects can be moderated or eliminated by intelligent planning and progressive management methods

HOW INDIVIDUAL CHARACTERISTICS INFLUENCE TRAVEL BEHAVIOR

•  The impacts of AGE •  The impacts of INCOME •  The impacts of EDUCATION •  The impacts of SEXUAL ORIENTATION •  The impacts of DISABILITIES

THE EMERGENCE OF GROUP TRAVEL PATTERNS

•  Travel clubs •  Low-priced group travel •  Public carrier group rates and arrangements •  Incentive travel groups •  Special-interest groups •  Social (subsidized) travel groups

SUMMARY OF PRINCIPAL SOCIAL EFFECTS OF TOURISM

•  Vacations, special business trips among life’s most vivid memories •  Family vacations taken together among highlights of the year’s activities •  Visitors in an area can affect the living patterns of locals •  People of a particular country can have their lives changed •  Most satisfying relationships when hosts and guests meet and interact

socially (i.e., reception, tea, cultural event) •  Tourists can be easy victims of crime; hosts can help them avoid

dangerous places •  Resentment of visitors by locals can occur •  Tourism development can bring undesirable social effects (prostitution,

gambling, drunkenness, unwanted noise, congestion)

SUMMARY OF PRINCIPAL SOCIAL EFFECTS OF TOURISM

•  People living in cities are more interested in travel than those living in small towns or rural areas

•  Wealthy people and those in higher social classes are greatly inclined to travel

•  Increase in educational level in a population brings increase in travel

•  Catering to people with disabilities increases travel markets •  Group travel and tours are popular ways to travel •  Social tourism is a form of travel where the cost is subsidized

by the traveler’s trade union, government, public carrier, hotel, or association

SOME STRIKING ANOMALIES OF TRAVEL BEHAVIORS

•  Desire for relaxation versus activity •  Desire for familiarity versus novelty •  Desire for dependence versus autonomy •  Desire for order versus disorder

BARRIERS TO TRAVEL

•  Cost •  Lack of time •  Health limitations •  Family stage •  Lack of interest •  Fear and safety