Post on 19-Dec-2015
Travel & Tourism (Perjalanan dan Pariwisata)
Week 8
Matakuliah : V0162 - Pengantar Industri Hospitality dan PariwisataTahun : 2008
Bina Nusantara HO@0808
Subject
- Factors Influencing Travel and Tourism (Faktor-faktor yang Mempengaruhi Perjalanan dan Wisata)- Motivation for Leisure Travel (Motivasi untuk Melakukan Perjalanan Wisata)
Bina Nusantara HO@0808
Travel Behavior: Motivation for Pleasure Travel Week 8
Objectives:On completion of this lesson, the students will
be able to explain the factors influencing demand
for tourism and the motivations for pleasure travel.
Bina Nusantara HO@0808
The Tourism Industry Week 8
• The tourism industry is the collection of productive business and governmental organizations that serve the traveler away from home.
• These organizations include:– Restaurants, hotels, motels and resorts– All facets of transportation (including rental cars, travel
agents and gasoline service stations)– National and state parks or recreation area, and– Various private attractions
Bina Nusantara HO@0808
Factors Affecting Travel and TourismWeek 8
• Growing leisure time• Rising family incomes• Favourable demographic trends• Motivational factors
Bina Nusantara HO@0808
Growing Leisure TimeWeek 8
• In developed countries the improvement in living standards have increase the average worker’s entitlement to paid holidays
• Some of the increased entitlement are:– The reduction in the average working week– The reduction in the average working year– The reduction in the average working life
• The increase of numbers of retired people with better health standards and pension rights who have time and income for travel.
Bina Nusantara HO@0808
Rising Family IncomeWeek 8
• The increase of family income due to “two income” family (husband and wife work outside the home)
• These family will have more disposable income to spend on the goods and services they want
• Through sensitive to price/ value comparisons, these travelers generally seek good value for their money rather than low-cost recreational experiences.
Bina Nusantara HO@0808
Demographics and TravelWeek 8
• Demographics play a role in consumption and travel behaviors
• Middle age generally have higher income and greater propensity to travel. The age group that travels most (whether for business travel or pleasure travel) are those age 35 to 44. This age group is most likely to use hotels and to take longer trips
• There is significant growth of tourism in the mature market (people 55 and over). In 2010 the population of this segment will be amounted to 25.5% of the overall population. This age group control over half of household wealth.
Bina Nusantara HO@0808
Motivation StudiesWeek 8
• Consumer Motivation• Decision Making• Product Satisfaction• Holiday Experiences• Pleasure in the
vacation environment• Interaction with the
local inhabitants
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Some Reasons for Travel
Week 8
• Spirituality• Social status• Escape• Cultural enrichment• Visiting family and
friends
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The HistoryWeek 8
• Historians provide a range of accounts concerning why travelers have set about their journeys over the centuries
• In Roman times, escape, social interaction and social comparison were popular motives for travel
• The pilgrimages in Middle East – a journey to sacred places – was undertaken because of religious motives
• Education as a travel motives was enhanced by the Grand Tour, an activity intended principally as a training ground for the young and wealthy members of the English courts in Tudor time.
Bina Nusantara HO@0808
The Contribution of Psychological Theory
Week 8
• Many well-known theories in psychology have a strong motivation component
• A summary of some major theories that have been concerned with motivation is presented in the following table (please note that these psychology researchers and thinkers were not considering travel motivation directly when formulating these approaches, but the 3rd column list the motives or needs that might be useful in finding answers of why certain group of people seek particular kinds of holiday experiences)
Bina Nusantara HO@0808
Human Motives and Needs in Psychology Theory and ResearchWeek 8
Theorist/ Researcher
Theoretical Approach
Motives or Needs Emphasized
Sigmund Freud Psychoanalytic theory
Need for sex, need for aggression (emphasis on unconscious needs)
Carl Jung Psychoanalytic approach
Need for arousal, to create and self-actualize
Alfred Adler Modified Psychoanalytic
Need for competence, for mastery to overcome impotence
Harry Stack Sullivan
Modified Psychoanalytic
Need for acceptance and love
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Human Motives and Needs in Psychology Theory and ResearchWeek 8
Theorist/ Researcher
Theoretical Approach
Motives or Needs Emphasized
Karen Horney Modified Psychoanalytic
Need to control anxiety, for love and security
Clark Hull Learning Theory
Need to reduce tension
Gordon Allport Trait Theory Need to repeat intrinsically satisfying behaviors
Albert Bandura Social Learning Theory
Need for self-efficacy or personal mastery
David McClelland, John Atkinson
Social Approaches
Need for achievement
Bina Nusantara HO@0808
Human Motives and Needs in Psychology Theory and ResearchWeek 8
Theorist/ Researcher
Theoretical Approach
Motives or Needs Emphasized
Carl Roger Humanistic Need for self-development
Abraham Maslow
Humanistic Hierarchy of needs (basic needs, safety needs, love and relationship needs, self-esteem, self- actualization)
D.E. Berlyne Cognitive Approaches
Need to satisfy curiosity, seek mental stimulation
Rom Harre Ethogenic (social and philosophical)
Need to earn respect and avoid contempt of others
Bina Nusantara HO@0808
Human Motives and Needs in Psychology Theory and ResearchWeek 8
Theorist/ Researcher
Theoretical Approach
Motives or Needs Emphasized
Stanley Cohen and Laurie Taylor
Sociological Theory
Need to escape, for excitement and meaning
George Kelly Personal Construct Theory
Need to predict and explain the world
Milhaly Scikszentmihalyi
Humanistic Approach
Need to peak-experiences
Source: Goldner and Ritchie (2006 : p. 250)
Bina Nusantara HO@0808
Current Market Research PracticesWeek 8
In 1992, Loker and Perdue conducted a study to find
out the benefits received by visitors of NorthCarolina. There were 6 segments of the market receiving different kinds of benefits from their
holiday.1. Those who emphasized excitement and escape2. Pure adrenalin/ excitement seekers3. A family- and friends-oriented groups4. Naturalist (those who enjoy natural
surrounding)5. A group who emphasizes the value of escape
by itself6. A group who enjoyed all benefits
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Trip-Driven Attributes for Australian Outbound Travelers
(In Term of Motives)Week 8
Item Mean Importance Rating
Going to places I haven’t visited before 3.26
Meeting new and different people 3.11
Opportunities to increase one’s knowledge
3.10
Personal safety 3.01
Experiencing new and different lifestyles
2.97
Having fun, being entertained 2.92
Visiting friends and relatives 2.86
Just relaxing 2.85
Bina Nusantara HO@0808
Trip-Driven Attributes for Australian Outbound Travelers
(In Term of Motives)
Item Mean Importance Rating
Escaping from the ordinary 2.85
Being together as a family 2.84
Trying new food 2.67
Talking about the trip after I returned home
2.55
Meeting people with similar interests 2.55
Getting a change from a busy job 2.47
Indulging in luxury 2.20
Experiencing a simpler lifestyle 1.91
Doing nothing at all 1.83