Tourist Motivation

This document explores different theories of tourist motivation and factors influencing decision-making in tourism. It discusses the theories proposed by Swarbrooke and Horner, Pearce and Lee, and McIntosh, Goeldner and Ritchie. The document provides insights into the importance of understanding tourist motivations for marketers and consumers in the tourism industry.

Tourist motivation

TABLE OF CONTENTS
GROUP B: TOURIST MOTIVATIONS........................................................................................3
1. Swarbrooke and Horner (2007)...............................................................................................3
2. Pearce and Lee (2005).............................................................................................................3
3. McIntosh, Goeldner and Ritchie..............................................................................................4
REFERENCES................................................................................................................................6

GROUP B: TOURIST MOTIVATIONS
1. Swarbrooke and Horner (2007)
As per the theory of Swarbrooke and Horner, in the process of motivation it mainly
involves the two like minded people or the organization and is considered as the foundation in
respect to the marketing and also highlights the relevance of adapting the products or services to
the varies personalities and the segments of the consumers. As per the author, there are various
factors which results into influencing the decision-making the pre-purchase decision of the
tourist. This theory puts emphasis on the importance of the key external determinants in regard to
the behaviour of the tourist. In respect to the theory, each and every individual has different and
unique personality in addition to the psychological characteristics which is majorly influences
the behaviour and thereafter lead to affecting the decision making pre-purchase (Swarbrooke and
Horner, 2007). It majorly involves the socio-economic aspects, health, belief, attitude towards
the local culture or the perception of the place, status and so forth. In addition to this, the other
factors which results into effectively motivating the tourist are the close friends and family and
after which is the marketing event being promoted by the tourism sector. In this theory, the
global issue is considered to be of the least importance in the entire decisional process. These
factors plays an important role for both marketers and the consumers (Tourists), as it will result
into providing tangibility to the product or the service which cannot be ignored or else it will
cause problem in effectively managing the tourist. Thus, by understanding all the key factors of
motivation, will help in meeting up with the desired goals of persuading tourists to undertake a
vacation.
2. Pearce and Lee (2005)
Travel career pattern (TCP) which is the theory based upon the Maslow’s hierarchy of
needs and is proposed by Pearce and Lee in 2005. This model is basically constructed in the
same line with the Travel Career Ladder (TCL) approach. Since, the TCL theory states that the
travellers generally travels up the ladder of the travel motivation which is a part of their travel
experience which levels up based on the travel experience. In contrast to it, TCP theory considers
this motivational factor to be complex and dynamic in nature and process as it comprises of
many levels at the same time. The concept pertaining to travel is centred around the TCP as the
idea is that the traveller's behaviour is reflected to changing with the change in motivational
patterns during the period of their journey or the travel careers. Based upon this theory of tourist

motivation, the author has suggested 14 motivators or motivational factors which has a crucial
impact on the motivation of the tourists (Pearce and Lee, 2005). Of all the motivating factors,
Escape or relax, novelty and kinship is considered to be the most important factor pertaining to
motivating the tourists or the travellers while in contrast to it nostalgia, stimulation, isolation and
social status is considered to be less important. Apart from this, there are internal and external
factors of motivation as well. On the part of internal factors, self actualization and self
enhancement are involved which is major the motivator for any travelling for undertaking it. In
addition to this, romance, belongingness, autonomy are the other factors which persuades the
traveller in making a decision pertaining to whether to take a holiday or vacation or not as it
belongs to an emotional and touchy part. The external factors are the self development and
nature which encourages and grabs the mind of the travellers towards making a time out.
Therefore, all these factors plays a crucial role in respect to determining the motivation which
results into driving the individuals for travelling distant places and affecting the decision making
procedures.
3. McIntosh, Goeldner and Ritchie
Swarbrooke and Horner bifurcated the motivational factors into 6 which most probably
involves the individuals previous experiences, image, lifestyle, personality, perception and
personality. In contrast to it, McIntosh, Goeldner and Ritchie (1995) has identifies 4 categories
of motivation which are stated below.
Physical motivators: It is basically related to the refreshment of the mind and body,
sports, health needs and pleasure. This category can be easily related to those activities or tasks
which will results into reduction in the pressure or tension in mind.
Cultural motivators: These are those who are having the desire and is curious to see and
know about the culture, to find out more about the natives of the country, their beliefs, opinions,
lifestyle, folklore, music, art, singing, dancing and so forth (McIntosh, Goeldner and Ritchie,
1995).
Interpersonal motivators: This category of people are having the desire to meet and visit
new people, their friends, relatives and gain new and different travel experiences. For them,
travel is an escape from the daily routine things and relationships with the friends or family or
neighbours or for nay spiritual reasons.

Status and prestige motivators: This refers to the desire pertaining to the continuous
education in regarding personality development, ego enhancement and sensual indulgence etc.
These motivators are concerned on account of the desire for recognition and grabbing attention
of others with the purpose of boosting the personal ego. This group also involves personality
development in context to the hobbies and education.
Given the complexity in regard to the factors that motivates people to become a tourist is
very unsurprising as the tourists choose to visit various places and displays the different types of
behaviour. Also, the variation in the behaviour is basically compounded by the large range of
interrelated aspects like the culture, demographics, education, beliefs and attitudes. One cannot
ignore the fact that the tourists are different which also infers that their interaction with the
culture along with the physical environment of the place that they will visit will also differ. Thus,
bifurcating the tourist into these 4 categories is seemed to be useful so that company or the firm
in respect to the tourism industry will account for it and undertake steps to motivate all types of
tourists.

REFERENCES
Books and Journals
McIntosh, R.W., Goeldner, C.R. and Ritchie, J.B., 1995. Tourism: principles, practices,
philosophies (No. Ed. 7). John Wiley and Sons.
Pearce, P. L. and Lee, U. I., 2005. Developing the travel career approach to tourist
motivation. Journal of travel research, 43(3), pp.226-237.
Swarbrooke, J. and Horner, S., 2007. Consumer behaviour in tourism. Routledge.