THE PSYCHOLOGY OF TRAVEL
Chapter 2
Rose Ann D. Villaluna
Things to discuss:
• Motives in travelling
• Relationship of needs and wants and motives (Maslow’s
Hierarchy of Needs)
• Learning process of tourist
• Plog’s typology of tourist
• Push and Pull Factors
• Travel Constraints
MOTIVATIONS FOR TRAVEL
Shopping
Escape Professional/
Health Sports and bargain
(escapism) business
hunting
Tourist
motivation
for travel
Social Personal Status and
Education Cultural
interaction Values prestige
CLASSES OF MOTIVATION
PHYSICAL MOTIVATORS
This includes physical rest, sports participation, beach recreation, relaxing entertainment; other
motivations related to health
CULTURAL MOTIVATORS
Tourists’ desire to know about other countries – music, arts, folklore. Dances, paintings and religion
INTERPERSONAL MOTIVATORS
This pertains to the desire to meet other people, VFR, escape from routines, family and neighbors
STATUS AND PRESTIGE MOTIVATORS
This concerns ego needs and personal development. Included in this group are trips related to
business, MICE, pursuit of hobbies and education.
RELATIONSHIP OF NEEDS, WANTS AND MOTIVES
AWARENESS
NEEDS WANTS
MARKETING MOTIVATION
SATISFY
OBJECTIVES
MASLOW’S THEORY OF MOTIVATIONS AND
TRAVEL MOTIVATIONS
Intellectual needs
Self
Actualization
To know and understand –
Psychological
acquiring knowledge Esteem Needs
(self-esteem)
Aesthetics – appreciation of
beauty Social Needs
(sense of belonging, love)
Safety Needs
(security, protection, freedom from fear and anxiety)
Physical Physiological Needs
(hunger, thirst, rest)
PHYSIOLOGICAL AND SAFETY LEVEL
Every tourism destination must meet two basic needs – physiological and safety.
Suitable hotels and restaurants (gastronomy and accommodation)
Safety information of the place / destination
Choosing reliable tourism services suppliers ( transportation services )
Travel to escape for relaxation of physical needs.
BELONGINGNESS LEVEL (AFFECTION)
Seeking for friendly and welcoming atmosphere (tourist and the host)
Building relationships with local community (ethnic motive – understanding
cultures, beliefs of one society)
Attending social events and activities (joining organized tours; enhancing one’s
interpersonal relationship and social interaction)
VFR (Visiting Friends and relatives) – revisiting homelands or previous residence;
strengthening relationships with family and friends
SELF-ESTEEM LEVEL
This has 2 components:
1. Self-esteem – desire to exhibit achievements, competence and
independence; and
2. Esteem on others – concept of prestige, status and recognition.
!!! Travel can boost one’s ego since travel may provide the tourist with a feeling
of superiority.
SELF-ACTUALIZATION
This level can be regarded as the goal of LEISURE.
Leisure, in this level, is the state of being free from the urgent demands of the
lower-level needs.
Self-actualization can be related to a person’s self-fulfillment. Moreover,
vacations offer an opportunity to reevaluate and discover more about oneself.
ADDITIONAL NEEDS
1. The need to know and understand is motivated by the desire for knowledge. Many people travel
to learn the cultures of other countries. Other motivations are education, wanderlust and interest
in the foreign parts.
2. The need for aesthetics is shown in those who travel for environmental reasons – to view the
scenery.
PUSH AND PULL FACTORS
Push and Pull factors are accepted as basic
tourist motivations in tourism marketing.
These two factors together affect tourist
behaviors, decisions and they are important for
destination selection.
Push factors are independent and they force an
individual to escape from usual place, while Pull
factors dictates a specific destination motivating
potential visitors to the place.
Escapism Ease of access
Socializing Cost of travel
Fun/excitement Promotions
Relaxation Attraction/event
Prestige Push factor Pull factor Transportation
Educational
motives
PUSH AND PULL MODEL
This is based on the distinction between
factors which encourage individuals to
move away from their home setting
through tourism (push factors) and those
attributes of a different place which
attract or 'pull' them towards it.
Push factors have been considered as
motivational factors or needs that arise due to a
disequilibrium or tension in the motivational
system.
That is, as factors that motivate or create a
desire to travel.
- Pull factors, in contrast to push factors, have been
conceptualized as relating to the features, attractions,
or attributes of the destination itself, such as:
‘beaches’ and ‘water/marine-based resources’,
‘mountains and beautiful scenery’,
‘historic and cultural resources’,
accommodations and transportation
infrastructure, foods
physical amenities and recreation activities and
entertainment
PLOG’S TYPOLOGY OF TOURISTS
Psychocentrics – people centered on self, are inhibited and
unadventuresome. When travelling, they prefer to visit safe
destinations. They do not want to experiment on the accommodation,
food and entertainment.
Allocentrics – people having interest on other person, are highly
curious and thrive on stimulation and change. They have a strong need
for variety and new experience.
Midcentrics – people who reside in the middle. They prefer going to a
safe place but still won’t hesitate to experience new things.
TRAVEL CONSTRAINTS
Lack of money
Lack of time
Lack of safety and security
Physical disability
Family commitments
Lack of interest in travel
Fears of travel
