RTM 373 10-09-08

RTM 373 10-09-08 Motivation: Travel consumer are motivated by many reasons Many times they are unaware of their behavior and the true reasons behind it. Why should they be spending this money that could be going towards their kid?s bank account? Towards their home Push pull factors -push : desires from within the individual - pull: external travel stimulators Understanding push factors: Key to understand tourism motivation is to see the vacation travel as a satisfier of needs and wants. Needs and wants: Difference is awareness A person needs affection but wants to visit friend and relatives A person needs escape but wants a beach vacation Motivation occurs when individual wants to a need Prompt for action Homeostatic ? motivation theories indicate that an individual constantly strives to achieve a state of stability. Maslow?s hierarchy or needs: prepotency: lower needs bust be met before higher needs. Personal self fulfillment Ego- self esteem Affection, Giving, and receiving love Safety and security, , freedom from fear Hunger thirst rest activity Motivation: Survival ( relaxation ( escape, rest, sun lust, physical Safety ( security ( health, recreation, keeping active Belonging ( love ( family togetherness, companionship, friendship Esteem ( achieve status ( personal achievement , social recognition status Self actualization ( understanding ( exploration, self discovery, cultural, education, appreciation of history/beauty. Pearce?s ladder ? multiple motives Fulfillment needs ? need for self actualization Self-esteem/development needs Other directed ? need for status, respect Self directed ? self development, growth, mastery, Relationship needs Other directed ? need to reduce anxiety about others need to be affiliate Self directed ? need to five love affection Safety needs Self directed ? reduce anxiety need to predict and explain to the world Other directed ? need for security Physiological External ? need to escape Internally - ? Marketing: Marketing create awareness of a want stimulating motivation through suggesting + objectives that will satisfy the need. Profiling Must understand the psychology of tourist behavior through profiling/grouping Why do certain groups of people choose certain holidays or certain experiences? Demographic profiles Socio economic and factors Gender Age Life cycle Student Single DINK ? double income no kids FWYK ? family with young kids FWTAK ? family with travel aged kids Empty nester ? kids have left home ? these people are older. Retired Education Income and social class Psychographics Attempt to evaluate the purchasing intention of consumer from the study of their emotional and psychological characteristics Effects motivation More important than demographics Tells us Who travels Why Places they like What they?ll do When/why they?ll return Profile ? seniors Baby boomers and retires Planning ? this audience. They like to plan far in advance. They focus on time frames . they travel in off season. And they have the ability to do so. Love to travel in groups. Add the nurturing and safety factor Marketing to seniors They like literature. Direct mail Value no price Action not passive Discovery, wonder, and exploration, not the familiar Also affecting motivation; Culture : values, social institutions, established conventions, language, expressions, body language, gestures Time Economy Pull: Several categories (Valene Smith) Ethnic /culture /arts tourism Historical Recreation adventure Sports Entertainment Social interaction Religious Health Environmental