Motivation for Pleasure Travel - Tourism: Principles, Practices, Philosophies - page 209

16. Below is a short list of travel motivations. Suggest a

travel experience or product that would match each
motivation.
a. Rest/relaxation
b. Unspoiled natural environment enjoyment
c.

d. Lots of nightlife and entertainment

e. Adventure activities

Good shopping and browsing
17. How important are a variety of available experiences at
a destination?

f.

Interesting countryside and wildlife study
opportunities

E CASE PROBLEMS E

1. You have been promoted to director of training of the

Cruise Lines International Association. Reviewing the
listed travel motivations in question 16, which would
you select for a group of travel marketing sales seminars
that will be sponsored by CLIA? (Attending would be
travel agents and tour company reps.)

then describe brie y your tour concept and the speci c
marketing elements you would feature in its promotion
to reach this very promising market.

4. Pleasure travel motivation is often added to a business

trip, such as attending a convention. Give an example of
such a combination. Identify the principal motivations
involved. Howwould you sell this idea to the convention
planning committee?

2. Referring to the preceding problem, after selecting the

motivations, what kinds of instructional materials and
teaching methods would you employ? Why?

5. The holiday season is approaching. Jeff R. is trying to

compose a direct-mail promotion letter to be sent to
each person on his travel agency

3. Your rst assignment after joining a tour company staff is

to design a tour that would appeal to young singles.
Obviously, you must create a tour that would probably
motivate a market suf ciently large for your company to
make a pro it. on it. Identify the motivation(s) selected,

s
convinced that giving a gift of travel would be very
appealing to many of his clients. What key phrases
should he embody in this letter tomotivate such giving?

' s mailing list. He '

ENDNOTES

1. This chapter was prepared by Philip L. Pearce, Tourism Program, James Cook University,

Queensland, Australia.

2. G. Moscardo, P. Pearce, A. Morrison, D. Green, and J. T. O ' Leary, '' Developing a Typology for

Understanding Visiting Friends and Relatives Markets, '' Journal of Travel Research, vol. 38, no. 3

(February 2000), pp. 251 - 259.

3. L. Casson, Travel in the Ancient World (London: Allen and Unwin, 1974).

4. R. I. Wolfe, '' Recreational Travel: The New Migration, '' Geographical Bulletin, vol. 2 (1967),

pp. 159 - 167.

5. I. Anthony, Verulamium (Hanley, UK: Wood Mitchell, 1973).

6. M. Rowling, Everyday Life of Medieval Travellers (London: B. T. Batsford, 1971).

7. C. Hibbert, The Grand Tour (London: Weidenfeld and Nicolson, 1969).

8. E. Swinglehurst, The Romantic Journey (London: Pica Editions, 1974).

9. J. A. R. Pimlott, The Englishman ' s Holiday (London: Faber & Faber, 1947).

10. L. E. Loker and R. Perdue, '' A Bene t-Based Segmentation of a Nonresident Summer Travel

Market,'' Journal of Travel Research, vol. 31, no. 1 (1992), pp. 30-35.

11. Echtner, Charlotte M. and J. R. Brent Ritchie. ''The Meaning and Measurement of Destination

Image. '' Journal of Tourism Studies, vol. 2, no. 2 pp. 2-12, (1991).

12. P. L. Pearce, In D. G. Pearce and R. W. Butler (eds.)

Fundamentals of Tourist Motivation (London: Routledge, 1992), pp. 113

'' Fundamentals of Tourist Motivation. ''

- 134.

13. S. Plog, In J. R. B. Ritchie and C. Goeldner

(eds.), Travel, Tourism, and Hospitality Research (New York: John Wiley & Sons, 1987), pp. 203

'' Understanding Psychographics in Tourism Research. ''

- 214.