CHAPTER 2: TRAVELER'S MOTIVATIONS AND PROFILE
allocentric.
Motivation
- The force that initiates, guides, and maintains goal-oriented
behaviors.
- Key of success of travel market.
- One of variables that can explain tourist behavior; it is regarded
as one of the most important variables (Baloglu and Uysal,
1996).
Application of the Motivation Theories into Tourism Practice
Maslow’s Hierarchy of Needs in Connection with Tourism
Maslow’s hierarchy of needs suggests that people are motivated
to fulfill basic needs before moving on to other.
Level 1: Physiological needs: Every tourism destination must
meet two basic needs – physiological needs and safety.
Level 2: Safety needs – this is a reflection of location’s character,
social life, risk of undesired pathological characters. Tourists’ safety,
calm and peace are the main requirements of tourist in rural areas.
Level 3 and 4: Social needs – such as being part of a particular
group. These are needs of esteem connected with self-esteem or with
esteem of others.
Level 5 and 6: Cognitive and aesthetic needs – are described
such as knowledge and understanding local lifestyle, heritage and
traditions, or aesthetic need, such as appreciation and search for
beauty, balance and form.
Level 7: Self-actualization needs ( self-realization needs ) – these
refer to the need for personal cultivation, needs realizing, personal
potential, self-fulfillment, seeking personal growth and peak
experiences.
Plog’s Psychographic Tourists’ Profile
This theory classifies tourists’ along their personal
characteristics, lifestyle and personal values, to psychocentric at one
extreme to the allocentric at the other.
Psychocentric – are represented by people concerned on their
own affairs, i.e. non-adventurous visitors, who often require standard
services.
Midcentric – represent majority of tourists, and these are
people who occupy borders with near psychocentric and near
Allocentric – are independent tourists seeking for adventure or
experience.
Iso Ahola’s Model of the Social Psychology of Tourism
The model covers four aspects of the needs according to
these main elements (escaping and seeking): escaping personal
environment, escaping interpersonal environment, seeking intrinsic
personal rewards, and seeking intrinsic interpersonal rewards.
Six (6) Key Ideas behind Theories of Motivation
1. Instinct Theory of Motivation
- people are motivated to behave in certain ways because they
are evolutionarily programmed to do so.
- William James created a list of human instincts that included
such things as attachment, play, shame, anger, fear, shyness,
modesty, and love. The main problem with this theory is that it did
not really explain behavior, it just described it.
2. Incentive Theory of Motivation
- people are motivated to do things because of external
rewards.
3. Drive Theory of Motivation
- People are motivated to take certain actions in order to
reduce the internal tension that is caused by unmet needs.
4. Arousal Theory of Motivation
- People take certain actions to either decrease or increase
levels of arousal.
5. Humanistic Theory of Motivation
- Based on the idea that people also have strong cognitive
reasons to perform various actions.
6. Expectancy Theory of Motivation
- Suggests that when we are thinking about the future, we
formulate different expectations about what we think will
happen.
 - Consist of three key elements: valence, instrumentality and 1. Incentive
expectancy. - If you do something, you get something good. This type of
motivation might seem selfish, because there's something in it for you,
Tourism Motivation but it doesn't have to be.
 Spoiling Yourself Silly
Nostalgia – for the aged, they have memorable time in the past.  Creating Memories
Though after years, they are willing to go back to the place where they  Bragging Rights
have lived or talk with the old friends to remind the old time.
2. Fear
Loneliness - many old people feel lost and lonely. Therefore, tourism is - Fear motivation is based on avoiding something bad, be it a feeling
able to satisfy their life and attract their attention. (regret), an experience (stress), or a situation ( you’re going to miss a
chance). Travel can help you overcome fear, and it can also help you
Increasing Knowledge - many old people want to go travelling while the avoid it.
health condition and economy allow, they want to feel and know the  Fear of missing out
prospect of the outside world.  Overcoming Fear

Health and Entertainment - The life of old people is focused on family 3. Achievement
and health from previous work. They choose to work out through - this type of motivation can fuel all different types of travel
tourism and entertainment, to go to the natures, for more fresh air, or experiences.
to live in suburb place.  Taking on a Challenge
 Collecting Experiences
Tourist Motivation
- Tourist motivations explain the factors in which influence a 4. Growth
tourist to travel. - it gives you the opportunity to become immersed in a different
culture and widen your comfort zone by adapting to new foods,
Hill (1965) concludes the motive of many vacation makers is in a customs, languages and traditions.
response to psychological depletion and is an opportunity to allow the  Having a Unique Experience
tourist to replenish and restore, if the traveler finds what they want  Learning About a New Culture
they will come back enriched, regenerated & recharged.
5. Power
Crompton (1979) states that the essence of a vacation was the - Power motivation also includes the desire for power over other
individual having a break from their typical routine. people, but it all comes down to wanting to do things your way (or no
way at all).
Dann (1977) argues that the element of travel provides the  Regaining Control of Your Life
opportunity for ego-enhancement and self-recognition allowing man to  Power of Freedom
reach the fulfillment in which they require to be recognized.
6 Social
Motivation to Travel - Which of these Describes you? -relating to peers and make meaningful connections with other people
can still be motivating.
Motivation is the reason you do things, the force driving your efforts.  Getting closer with your travel companions
According to Lifehack, there are six types of motivation, and they all  Meeting new people
apply to travel.

Tourists' Profiles and Lifestyles
In this article it is explained, that with tourism activities, it is not about
what a destination can offer or what tourists want from a destination,
rather it deals with what at any given destination can serve each
type of tourist.
1. Types of attractions and types of tourists
Tourism is about the encounter between tourists and their holiday
destination and therefore, it is this particular relationship we shall
embark on. Tourists have their sensory intake from sources, called
impact sources. Similarly, other terms used are 'toured objects' or
'experience clues'. Holiday tourists may look all the same with their
bright-colored clothing, expensive bags, cameras and funny caps,
but in fact each of them experiences their vacation differently. When
tourists enter their holiday destination local identities — cultural,
sociological or natural — become associated with a significance they
may have for tourists, whereby these identities turn into impact
sources. In other words, each tourist attributes some value to the
impact source he or she is confronted with through association,
recognition, comparison or imagination, among others.
Profile of the Customer/Clients in Travel
Nine (9) Tips for Creating an Ideal Client Profile
1. Demographics
Demographics explain who your ideal client is.
A demographic profile is a collection of objectives, factual,
statistical data about a specific group of people often used by
companies to segment and target their marketing for better results.
1. Age 7. Marital status
2. Gender 8. Geographic location
3. Ethnicity 9. Number of children
4. Income 10. Vehicle type
5. Mortgage amount 11. Occupation
6. Homeowner/renter 12. Education level
2. Psychographics
Psychographics is the data about a specific group of people
that focuses on attitudes, aspirations, interests, lifestyle, and other
psychological criteria. It covers things like:
1. Mindset and attitude
2. Beliefs and opinions
3. Aspirations, goals, dreams and wishes
4. Interests (parenting tips, pet ownership, travel, wealth building,
weight loss)
5. Activities (hobbies, books, stores, restaurants, TV shows, movies,
how they spend their free time)
6. Personality and values
7. Lifestyle and priorities
8. How they spend their money
9. Worries and fears
3. Ideal client behavioral analysis
Behavior analysis is the process of understanding the
behavior of a specific group of people.
The behavioral analysis of your ideal client focuses solely on
their behavior and the actions they take in relation to what you are
selling and offering, some things you will look at in your ideal client
profile behavioral analysis are:
 Internal marketing data, such as what types of email they open
most, what blog posts are most read, what email subject lines
perform the best, what social media posts have the most shares.
 Analytics data to identify what action, email, blog post, sales
page, ad, etc. triggered a sale.
 Real feedback — good and bad — from clients and customers
about their experience with your brand, products, and services,
both online and off.
 When sales have increased and why — time of year, holiday,
special promotion. Find out why repeat customers continue to
buy and what motivated new customers
 Who uses your product/service the most, how to do they use it,
when do they use it (time of day, day of week, frequency)
 How potential clients and customers gather information before
making a purchase. How they are affected by price, quality,
convenience, and prestige.

4. Ideal client background story
Your ideal client's background story is the story of how they
got to where they are today. You need to know where they began,
what challenges they faced, what they achieved, and where they are
right now.
5. Ideal client destination
A lot of marketers will tell you to sell based on benefits
instead of features.
6. Ideal client future story
The future story of your ideal client brings to life the journey
from your ideal clients are right now to where they most want to be
and illustrate how your product or service can help them get there.
7. Ideal client objections
Objections are an inevitable part of any sales process.
something on the way?
3. Do they take their kids to school? Pick them up? Are they the taxi
for after school activities?
4. Do they bring their lunch to work or go out to lunch?
5. How many meetings do they have? How many phone calls? Do
they have a code, and office, a shared workspace?
6. Are they squeezing in personal errands? How long is their
commute?
7. Do they have to dress up? Is their work attire casual? Are they
uncomfortable or comfortable? Do their feet hurt?
8. Do they cook dinner or eat out or order take out? Do they have
the meal prepped ahead of time? Are they eating fresh or frozen
foods?
9. How do they relax and unwind at night? Do they watch TV, read,
surf social media, play with the kids, go for a walk, play sports,
exercise?
10. What time do they go to bed?
11. What are they focused on? What do they worry about? What
causes them stress? What creates frustration?

8. Ideal client risks

Just as you need to look at the benefits your ideal clients will
experience when they invest with you, you also need to look at the
risks they might encounter, including positive risk and negative risk.

Positive risks are risks that have a positive outcome,

including the risk of having too many clients, making so much money
they need an investment strategy, needing more inventory on hand
or a larger warehouse, being bored because of so much more free
time.
Negative risks are risks that have a negative outcome,
including the risk of missing out on an opportunity, losing new
business, falling behind, feeling overwhelmed, continued stress,
financial struggles.

9. Ideal client day-in-the-life

Create a roadmap or schedule of what a typical day looks like
for your ideal client. Define things like:
1. Do they wake up early and have time for coffee and some reading
before their workday begins or are they hitting snooze three times
and dragging their butt out of bed?
2. Do they eat a healthy breakfast or rush out of the house and grab