travel & tourism (perjalanan dan pariwisata) week 8 matakuliah: v0162 - pengantar industri...

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)


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.


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


Factors Affecting Travel and TourismWeek 8

• Growing leisure time• Rising family incomes• Favourable demographic trends• Motivational factors


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.


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.


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.


Motivation StudiesWeek 8

• Consumer Motivation• Decision Making• Product Satisfaction• Holiday Experiences• Pleasure in the

vacation environment• Interaction with the

local inhabitants


Some Reasons for Travel

Week 8

• Spirituality• Social status• Escape• Cultural enrichment• Visiting family and

friends


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.


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)


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






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






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






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)


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


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


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


THANK YOU AND HAVE A GOOD DAY

travel & tourism (perjalanan dan pariwisata) week 8 matakuliah: v0162 - pengantar industri...

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