Travel Reference
In-Depth Information
Fulfillment needs
Need for self-actualization
Need for flow experiences
Travelers tend to
be more selective in
their emphasis on
travel motives with
experience.
Travelers have
multiple motives in
their pattern of needs,
even though one
category of needs may
be more dominant.
Self-esteem/development needs
Other-directed
Need for status
Need for respect and
recognition
Need for achievement
Self-directed
Need for self-
development
Need for growth
Need for curiosity/mental
stimulation
Need for mastery, control,
competence
Need for self-efficacy
Need to repeat
intrinsically satisfying
behaviors
Relationship needs
Other-directed
Need to reduce
anxiety about others
Need to affiliate
Self-directed
Need to give love, affection
Safety/security needs
Other-directed
Need for security
Self-directed
Need to reduce anxiety
Need to predict and
explain the world
Physiological
Externally oriented
Need for escape,
excitement, curiosity
Need for arousal, external
excitement, and
stimulation
Internally oriented
Need for sex, eating,
drinking
Need for relaxation
(manage arousal level)
Figure 9.1
Travel-career
needs.
A “spine” or “core” of needs for nearly all travelers seems to include
relationships, curiosity, and relaxation.
The travel-needs model was formulated so that a dynamic, multimotive account of travel behavior
could serve our understanding of tourism. It acts as a blueprint for the assessment of tourist motives
and requires individual tailoring to speci
c situations. That is, the context or setting helps frame the
way in which the travel-needs ladder questions are asked. Pearce and Dermott, working in a theme-
park setting, were able to use the travel-needs ladder to explain the motives of different consumers for
that setting.
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This individual tailoring is done by taking sections of the travel-needs ladder (e.g., the
physiological level and the need for stimulation) and asking questions about the importance of rides
and adventure activities in the theme park. Similarly, questions about the importance of going with
friends were asked. In this way, a full range of theme-park motives is determined by linking travel
motivation to other tourism studies.
THE DEVELOPMENT OF MOTIVATION MODELS
The proposals for travel motivation put forward by Plog, Iso-Ahola, and Pearce (and other researchers
not listed in full in this chapter) are not static or
products of social science research. The
model developed by Plog in 1973 was updated in 1991 and is undoubtedly undergoing further
modi
cation in the tourism consultancy world, where it is principally used. Similarly, Ryan provided a
commentary on the travel-needs ladder of Pearce, arguing that there was not yet solid evidence that
the
''
''finished''
''
component of the model was appropriate.
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It is important for the tourism student to
''
ladder
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