Motivation for Pleasure Travel - Tourism: Principles, Practices, Philosophies - page 201

TABLE 9.1 Human Motives and Needs in Psychology Theory and Research a

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, need to create and self-actualize

Alfred Adler Modi ed psychoanalytic Need for competence, need for mastery to overcome incompetence

Harry Stack Sullivan Modi ed psychoanalytic Need for acceptance and love

Karen Horney Modi ed psychoanalytic Need to control anxiety, need for love and security

Clark Hull Learning theory Need to reduce tension

Gordon Allport Trait theory Need to repeat intrinsically satisfying behaviors

Albert Bandura, David
McClelland, John Atkinson

Social learning theory,
social approaches

Need for self-ef cacy or personal mastery; need for achievement

Carl Rogers Humanistic Need for self-development

Abraham Maslow Humanistic Hierarchy of needs from physiological needs ,to safety needs , to love and relationship

needs , to self-esteem, to self-actualization

D. E. Berlyne Cognitive approaches Need to satisfy curiosity, seek mental stimulation

Rom Harr e Ethogenic (social and

philosophical)

Need to earn respect and avoid contempt of others

Stanley Cohen and Laurie Taylor Sociological theory Need to escape, need for excitement and meaning

George Kelly Personal construct theory Need to predict and explain the world

Mihaly Csikszentmihalyi Humanistic approach Need for peak experiences

a For clarity, the terms motives and needs are used together in this summary table. Some writers prefer to see needs as more physiologically based and motives as more socially oriented.

motives from psychology theories and the history/literature of travel provide a rich source of potential
motives, an understanding of travel motivation makes sense only in a particular context — that is, when

people are describing why they might seek certain holiday experiences.
Frequently, market survey companies or firms provide potential travelers with lists of items that
the researchers believe are relevant to the question of why people travel to particular destinations. In
reviewing this kind of work, Echtner and Ritchie list 34 attributes used in 14 key studies of destination
image. 11 Of these 34 attributes, 24 were used in at least three studies. These lists are often a mixture of
attributes of the destination and select motives of the traveler. An example of such a list is provided in
Table 9.2. The items in the table were derived from the Pleasure Travel Market Survey, a major survey

TABLE 9.2 Trip-Driven Attributes for Australian Outbound Travelers (Bold items represent statements
corresponding to motives. Items not in bold are destination characteristics.)

Mean Importance Rating a Item

Going to places I haven't visited before 3.26

Outstanding scenery 3.16

Meeting new and different people 3.11

Opportunities to increase one's knowledge 3.10

Interesting rural countryside 3.10

Destinations that provide value for my holiday money 3.01

Personal safety 3.01

Arts and cultural attractions 2.98

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