Bsc TTM_Sem-3_Tourism Marketing_Unit 5- Motivation for Travel

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BTT 2MARKETING MANAGEMENT All right are reserved with CU-IDOL Tourism Marketing Course Code: BTT112 Semester: Third Unit: 5 www.cuidol.in

Tourism Marketing 33 COURSE OBJECTIVES COURSE OUTCOMES • The course aims to provide basic knowledge of different tourism products of India. • To Equip the student with the understanding of domestic destinations. • To enrich student with knowledge of diversified tourism resources and products www.cuidol.in Q 101) INSTITUTE OF DAISllTAriNgChEt aArNeDreOsNeLrvINeEdLwEiAthRNCIUN-GIDOL

Motivation for Travel 43 UNIT OBJECTIVES UNIT INTRODUCTION • . After Studying this unit, the Student will be able to . • • Define about motivation in travel. • Analyse the factors that motivate consumers towards travel • Identify Crompton’s seven socio-cultural motives • Classify the internal and external factors. www.cuidol.in Q 101) INSTITUTE OF DAISllTAriNgChEt aArNeDreOsNeLrvINeEdLwEiAthRNCIUN-GIDOL

Introduction 5 • Tourist motives are factors that influence people's desire to travel. • After that, travel can make a significant difference in schedules, and it can provide tourists with thrilling, unusual, or weird experiences. • The high-tech environment encourages people to interact with one another. • People will go to the cinema, shopping malls, or concerts with their friends and colleagues, for example. Sex, age, social status, retirement, unemployment, social relationships, personalities, and socialisation can all influence tourism decision-making (Argyle, 1996). • Company tourism, health tourism, cultural tourism, sport tourism, and recreational tourism are among the travel purposes identified by Wahab (1975, cited in Burns, 1999). • Tourists hope and assume that taking a holiday will fulfil some or all of their needs and desires (Mill and Morrison, 2002 • Other factors also influence tourists' decision to fly. For example, television can entice viewers to visit new places and learn about new cultures (Van Harssel, 1994 www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 6 • Various attempts to study the travel industry have been made since the advent of mass tourism, especially after World War I. • The realm of human psychology is where the tourists' motivation comes from. It's the thing that determines whether or not you'll be satisfied. .• Motivational factors can be divided into two categories: internal and external www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 7 • Internal Factor • Internal factors arouse, direct, and integrate a person’s behavior and influence his decisions for travelling. • Intrinsic Motivation − Many people use tourism to meet psychological needs such as travel, recreational activities, discovering innovation and skills, self-expression and self-assurance, creativity, competitiveness, relaxation, and belongingness. • The intrinsic motives are concerned with ensuring one's emotional capabilities. Tourists choose tourism for intangible benefits such as pleasure, assurance, and other emotional needs due to intrinsic motivation. The following are some of the other intrinsic motivation factors: • Attitudes of Tourist − Knowledge of a person, place, or object + Positive or negative feelings about the same. • Tourist’s Perception − By observing, listening, or getting knowledge, a tourist forms the perception about a place, person, or an object. • Values or Beliefs − A tourist believes or values a specific mode of conduct which is acceptable personally or socially. • Personality of the Tourist − The nature and physique of a tourist plays an important role towards motivation in tourism. www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 8 • External factor • . There are external motives in tourism that can influence tourists and pull them towards a certain motivation and subsequent decision. • Extrinsic Motivation − Here, a tourist gets motivated by external factors such as money and the need to feel competent on the scale of expenditure and performance. • Place of Origin − The tourist's grooming is determined by the country of origin. For example, tourism may rank last on the list of things Indian married women want to do, while tourism may rank much higher for American women. • Family and Age − When it comes to structure and wealth, the family is crucial. Today, nuclear families with two incomes are more likely to choose long-distance, opulent tourism than joint families or families with a single earning member who want to visit domestic locations. • Tourists have different preferences for destinations based on their age. Tourists between the ages of 5 and 45, for example, can enjoy visiting Disneyland in the United States more than senior citizens. www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 9 • Culture or Social Class − Tourists of different cultures prefer different places, events, and different types of tourism. In addition, if friends and families who have visited a place earlier spread the first hand information that motivates the others to visit the place too. • Market − Ever-changing market variables alter tourism. Changes in value of currency, political situations, and economic well-being of the country influence the decisions of a tourist. • Abraham Maslow, A Twentieth-Century American Psychologist And Scholar, Formulated A Theory On The Hierarchy Of Human Needs Which We Have Discussed Already In The Unit- www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 10 • It Can Be Viewed As A Representation Of The Five Fundamental Motivational Needs That Any Human Being Possesses. These Requirements Are As Follows: • Physiological (Or Biological) • Security • Social • Self Esteem • Self-Actualization • Consumer Behaviour Is A Hot Topic Of Research In The Tourism Industry. This Research Examines Why A Tourist Prefers A Specific Destination and The Factors that Affect His Travel Decision. www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 11 • Factors Affecting Tourist Behaviour • The Following Variables have a Significant Impact On Tourist Behaviour: • Geographical Factors: Some Physical Factors Such As Environmental And Climatic Conditions, The Facilities and Services available at The Destination, and The Advertisement And Marketing Undertaken By Tourism Businesses All Influence the Tourists' Decision-Making. • Social Factors: A Few Social Factors, Such As a Person's Social Network, Can Influence a Person's Decision to Visit Or Not Visit A Particular Location. • Tourist Activity Varies Considerably Depending On The Country To Which They Belong. • North Americans Pride themselves In Adhering To Their Own Cultural Structure. • Japanese And Korean Visitors Prefer Group Tours. www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 12 • . Tourism Destination: It Plays A Significant Role In Influencing Tourist Behaviour. If A Destination Is Well-Equipped With Basic Facilities Such As Electricity, Water, Clean Surroundings, Adequate Connectivity, And Amenities, And Has Its Own Historical Significance, It Will Attract The Majority Of Visitors. • Tourist Education : The More Educated A Tourist Is, The More Options, Excitement, And Awareness Of Places • This Influences The Decision-Making Process When It Comes To Destination Selection www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 13 • Intrinsic and Extrinsic Tourist Behavior .• The difference is as follows Extrinsic Behavior Intrinsic Behavior They record higher level of satisfaction They record comparatively lower level of and enjoyment as they see an activity as a enjoyment as they go through the stress of mean of enjoyment itself. competition. Time passes faster for them. They are focused on passage of time. They record a higher level of enjoyment. They tend to be tensed for performance and could be apprehensive, which hinders their enjoyment and relaxation. They look forward to the next similar They look forward to the same experience in experience in the moderate to long span the short span of time. of time. www.cuidol.in All right are reserved with CU-IDOL

FACTORS THAT MOTIVATE CONSUMER ATTRACT TOWARDS TOURISM 14 • Physical Motivators : • Which are related to physical relation, rest, specific medical treatment etc. All this activities are connected with individuals broadly health and wellbeing • Pleasure : • It is probably the most powerful incentive, and it stems from an individual's deep desire and need for pure pleasure. He enjoys having fun, excitement, and a good time while travelling. Travel agents and tour operators are taking advantage of this. • Relaxation Rest and Reservation : • The modern early life has made it much more important for people to get away from all of this busy environment and relax in order to keep their bodies and minds safe as a result of industrialization and urbanisation. Various topics, such as relaxation and rest, as well as changing environments and visiting tourist attractions, may be involved. • Health : • People's desire to see good health led to the establishment of the spa department during the Roman Empire. Sanatarias arose from people's understanding of the benefits of good health in Switzerland and Russia. Many visitors come to this location for medical care and rehabilitation. www.cuidol.in All right are reserved with CU-IDOL

FACTORS THAT MOTIVATE CONSUMER ATTRACT TOWARDS TOURISM 15 • Participation in Sports : • There has been increasing participation in a variety of sporting activities such as skiing, boating, trucking etc. • .Cultural Motivator • Which are linked to people's desire to travel in order to learn more about other countries and people, as well as to research their cultural heritage as reflected in art, music, literature, and other forms of expression. • People travel to different places, especially those with significant historical and cultural events. • Many tourists flock to places that host unique art and music festivals. • Curiosity is another reason why people want to travel to different countries to learn about their technological advancements www.cuidol.in All right are reserved with CU-IDOL

FACTORS THAT MOTIVATE CONSUMER ATTRACT TOWARDS TOURISM 16 • Interpersonal Motivator • Ethnic & Family • Every year thousands of American visits European countries. • They feel that they are visiting their home land and it is an ethnic motivation. Visiting ones relatives and friends and making new peoples also as a personal motivation • Religious • Travel for spiritual reasons like visiting religious places is also a personal motivation. • For Christian a visit to Jerusalem or to Rome and for the Muslims a visit to Mecca is many auspicious. • In India there are many pilgrims’ centres and holy places of all major religions of the world where every year large number of pilgrims from all over the world come. www.cuidol.in All right are reserved with CU-IDOL

FACTORS THAT MOTIVATE CONSUMER ATTRACT TOWARDS TOURISM 17 • Status,Prestige and Profession • It is very popular for professionals to attend concessions and conferences related to their career. • Businesspeople travel extensively as part of their employment. • Missionaries from various religions are now making travel a part of their work. In most situations, the meaning of a \"break from routine\" is either relocating or shifting the prevailing social background from one's work environment www.cuidol.in All right are reserved with CU-IDOL

FACTORS THAT MOTIVATE CONSUMER ATTRACT TOWARDS 18 TOURISM • CROMPTON HAS IDENTIFIED SEVEN SOCIO-CULTURAL MOTIVES AS FOLLOWS: • Escape from a perceived mundane environment, • Exploration and evaluation of self, • Relaxation, • Prestige • Regression (less constrained behaviour), • Enhancement of kinship relationships, • Facilitation of social interaction, • Novelty and education. www.cuidol.in All right are reserved with CU-IDOL

FACTORS THAT MOTIVATE CONSUMER ATTRACT TOWARDS TOURISM 19 • Grinstein described the regressive aspect as: lying on warm sand, being buried in the sand, and being naked are all examples of pleasures that are partial regression manifestations. • Rest and relaxation opportunities are improved as a result of tourism. Leipet differentiates between recreational and artistic leisure, which results in the development of something new. He sees leisure as serving three purposes: • Rest, which allows you to recover from physical or mental exhaustion; • Relaxation, or the release of tension • Entertainment, or the release of boredom. • Iso-Ahola suggested a theoretical motivational model in which an element of escaping is combined with a portion of searching. • An individual's desire to escape his or her personal environment (personal problems) and/or interpersonal environment provides one set of motivational powers (co-workers, family members and friends). • Another collection of forces arises from the urge to achieve some psychological benefits by travelling to a new place. www.cuidol.in All right are reserved with CU-IDOL

FACTORS THAT MOTIVATE CONSUMER ATTRACT TOWARDS TOURISM 20 • SOCIO ECONOMIC AND SOCIO DEMOGRAPHIC FACTORS To assess some kind of relationship on travel habits, socioeconomic factors are more important to examine. Age, wages, family size, and car ownership are all socioeconomic factors. Trip makers like age, gender, and ethnicity are used in travel for two reasons: 1. because they can directly influence travel behaviour, 2. because they can be used as proxies for more difficult to observe variables like desires, tastes, choices, resource constraints, and social norms. Income and vehicle access, for example, are good measures of a person's resource access, while gender, age, and ethnicity variables only give a partial picture of a person's tastes and travel preferences (Daniels, 2012). www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 21 • Income • Household income, or household income per person when normalised to a family size, has a significant effect on mode preference. • Upper-income families and individuals are thought to place a higher emphasis on the comfort and convenience of owning a car, particularly for non-work trips. • Regardless of the intent of the ride, vehicle ownership and access to a driver's licence play a significant role in travel conduct. • It has been observed that the wealthy in the city travel more than the poor. • The poor will often choose to live closer to their jobs in order to save money on transportation, which is highly unlikely in the case of the wealthy. • They will live a long way from their workplaces and commute there. • Often, when the poor use public transportation, access is a major problem because, in many areas, feeder services are still inadequate and costly, particularly when compared to what a typical poor person can afford for travel (Daniels, 2012). • As a result, the income factor has a strong influence on travel behaviour and mode selection www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 22 • Age • The relationship between age and travel behaviour is multi-faceted. • Young children, for example, are far less likely than adults to make any type of independent trips. • Teenagers on the other hand, want to travel anywhere and everywhere without and specific agenda, they probably need a reason to get out of their homes. • Adults tend to travel out for necessity or for recreational purposes. • Older people have the desire to walk or bicycle and spare their time in a qualitative way, but there might be physical constraints. • Hence attitude towards specific modes also varies generationally, with older generations more familiar with, if not predisposed towards transit (Reilly, 1996). www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 23 • Gender • The relationship between gender and travel behaviour is another important factor that influences mode selection. • What may or may not be true for some men and women may not be true for others. • Many women, as opposed to men, are less likely to embark on trips or use modes because they believe they are dangerous. • Memory biases have also been recorded in cases where women have seen or heard something particularly unpleasant, which may prevent them from using public transportation. • In addition, the clothing worn by women in various cultures has a significant influence on the mode of transportation chosen. • In Indian contexts, for example, how comfortable would it be for a woman to run around in sarees for public transportation? • Safety considerations may also be considered, such as what if the pallu becomes trapped somewhere by mistake. • As a result, it is critical to consider gender-related problems such as transportation and street facilities in order to ensure women's high usage and make them as secure as possible www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 24 • Employment status • Employed people might have greater demands on their time and thus, prefer quicker and more convenient modes of transportation, as private car, compared to slower or less convenient modes • Also, the location of their work places has a great impact on the mode choice and again the affordability and time compared to their income is a strong determinant of the same. www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 25 • Household consumption and housing type • If a household is a family, interrelationships can have a significant effect on each person's decision. • When members of a household are unrelated, they may exchange knowledge or tastes, but their behaviour is supposed to be less interdependent. • The more children in a household, the more likely the adults are to avoid taking public transportation because they must pay a fare for each infant. • Finally, a household's dwelling unit form and tenure have long been considered a taste variable that can influence mode choice indirectly. • Living in a single-family home or owning a home is supposed to increase a person's probability of driving. www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 26 • Universal Accessibility • To a large degree, an individual's skill decides their mode of choice. • It is important to provide facilities that can accommodate a person's abilities in order for a city's transportation system to be inclusive. • Other infrastructure that accommodates short-term issues, such as if we have luggage, if a woman is carrying an infant, or a sense of safety and security due to the existence of street infrastructure, the rate at which a public space is used, and so on. www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 27 • Neglected Influence of city specific factors such as topography • As a city's public transportation network is planned, several factors must be considered, including coverage, frequency, route planning, and other factors such as terrain and topography, climatic conditions, political and economic impact, target group's preferred modes, and so on. • These are the factors that influence the preparation of city development plans and the formulation of policies, as well as investments and funding. • This is essential to assess a user's accessibility, usability, and comfort in order for them to choose a specific mode of transportation as their preferred mode of transportation. • Climate and topographical features, including water features such as harbours, bays, and rivers, and land features such as peninsulas, ridges, cliffs, and elevations, are all part of the physical landscape. • When designing public transportation in towns, we must always keep in mind that \"one size does not suit everything.\" • As thorough studies are conducted for various cities, development plans are created that take into account land use, topography, accessibility, and affordability of public transportation. • This will help to increase the operating and maintenance costs of those modes, as well as the ridership. www.cuidol.in All right are reserved with CU-IDOL

MOTIVATION FOR TRAVEL 28 • Factors Affecting Tourist Behavior • The following factors immensely alter tourist behavior − • Geographical Factors − Some physical factors like geographical and climatic conditions, facilities and amenities available at the destination, advertising and marketing conducted by tourism business alter the decision making of the tourists. • Social Factors − A few social factors such as a person’s social network, which provide first had information that can alter a person’s decision of visiting or not visiting a particular place. • Place of Origin − There can be a broad spectrum of tourist behavior depending upon the place they belong to. North Americans like to follow their own cultural framework. Japanese and Korean tourists like to visit places in groups. • Tourism Destination − It is a major contributing factor altering tourist behavior. If a destination has all basic provisions such as electricity, water, clean surroundings, proper accessibility, amenities, and has its own significance, it largely attracts tourists. • Education of Tourist − The more educated the tourist is, the wider range of choices, curiosity, and the knowledge of places he would have. This drives the decision making when it comes to choosing a destination www.cuidol.in All right are reserved with CU-IDOL

Summary 29 • There are many motivating factors that give impact on tourism. • Internal and External factors that affect tourism. • Demographic factors make change in consumer behaviour. • There can be a broad spectrum of tourist behavior depending upon the place they belong. • Japanese and Korean tourists like to visit places in groups. • North Americans like to follow their own cultural framework www.cuidol.in All right are reserved with CU-IDOL

Reference 30 • Reference books • Kotler, Philip : Marketing Management & Hospitality and Tourism Marketing. • Sinha, P.C : Tourism marketing. • Vearne, Morrisson Alison: Hospitality marketing • Kotler, Philip and Armstrong Philip, Principle of Marketing, 1999, Prentice-Hall India, 1999 • www.cuidol.in All right are reserved with CU-IDOL

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