Psychology of Travel 2012 Final

PSYCHOLOGY OF TRAVEL
Angeline E. Basco
Instructor
1
THE PSYCHOLOGY OF TRAVEL
This chapter aims
to discuss how do
people choose
which hotel to stay
in.
2
The following are the Basic Travel Motivators:
1. Physical motivators – related to physical rest,
sports participation, beach recreation,
relaxing entertainment and others directly
related to health.
2. Cultural motivators – the desire to know
about other countries–their music, art,
folklore, dances, paintings and religion.
3
3. Interpersonal motivators – pertain to the
desire to meet other people, visit friends or
relatives, escape from routine, from family
and neighbors.
4. Status and prestige motivators – concern ego
needs and personal development. Included
in this group are trips related to business,
conventions, study and pursuit of hobbies
and education. Travel would enhance one’s
recognition and reputation.
4
How do people choose which airline they

want to take?
5
NEEDS, WANTS AND MOTIVES
Tourists do not go on vacations
just to relax and have fun,
experience another culture or
to educate themselves and
their children.
They take vacations in the belief
that these vacation will satisfy,
either completely or partially,
various needs and wants.
6
• Marketing people convert needs
into wants by making the
consumer aware of his need
deficiencies.
• This awareness is accompanied by
motivation. A motive enables a
person to do something.
• Motivation occurs when an
individual wants to satisfy a need.
7
• An individual will be motivated to buy
a product or service if he perceives
that the purchase of that product or
service will be beneficial in satisfying
the need which he is now aware.
• Thus it is the role of marketing to
suggest objectives such as vacations,
cruises or flights to satisfy needs, an
awareness of which has already been
created.
8
MARKETING STRATEGY
AMResorts is a hotel management company operating 28 all-

inclusive beachfront resorts in Mexico, the Dominican Republic, and Jamaica
as of 2011.They are expected to have 30 properties and more than 10000
rooms under management by the end of 2012.
AMResorts was founded by Alejandro Zozaya-Gorostiza who
continues to serve as company president.
MARKETING STRATEGY
The AMResorts properties are distributed across five brand
names, all of which provide beachfront resorts and spas:
Zoëtry Most luxurious brand, all suites, children discouraged
Secrets Adults-only, oriented towards relaxation
Dreams Families allowed, oriented towards relaxation
Now Families encouraged, oriented towards people wanting
active vacations
Sunscape Families encouraged, oriented towards people wanting
active vacations
In addition, AMResorts various uses the trademarks "Unlimited
Luxury", "Unlimited Fun", "Endless Privileges" to describe their all-
inclusive approach that typically includes three meals daily, unlimited
room service, various snacks and beverages, and on-site programs and
activities within the room fee.All AMResorts properties operate
exclusively on the all-inclusive model.
MARKETING STRATEGY
Secrets Resorts and Spa

MARKETING STRATEGY

MARKETING STRATEGY

MARKETING STRATEGY

MARKETING STRATEGY

MARKETING STRATEGY

MASLOW’S HEIRARCHY OF NEEDS
Self Actualization
(personal self
fulfillment)
Self-esteem
(self confidence and
recognition)
Social Needs
(love, belongingness, acceptance)
Safety Needs
(protection against physical or mental danger)
Physiological Needs
(food, drink, rest, shelter)
17
MASLOW’S HEIRARCHY OF NEEDS
• Abraham Maslow created this.
• This hierarchy suggests that lower needs
demand more immediate satisfaction than the
satisfaction of higher needs.
18
1. NEED FOR ESCAPE OR CHANGE
The most popular reason for travel is,
“escape” – escape from the dull daily
routine; escape from the familiar, the
ordinary; escape from the job, the boss,
the customers, the house and the
accelerated pace of modern life.
19
2. TRAVEL FOR HEALTH
The search for health and long life
popularized the spas, seaside resorts and
sun resorts.
The mineral water of different springs
were believed to cure different ailments
such as rheumatism, heart and
circulation disorders, diabetes and
problems of the kidneys and gall
bladders.
20
Some Americans go to China or Hong
Kong to undergo acupuncture or to the
Philippines to consult faith healers.
21
ACUPUNCTURE ORIGINATED IN CHINA

3. SPORTS
People demand activity and excitement during
their leisure hours to relieve them from the
boredom of work. They indulge in activities
such as hiking, surfing, scuba diving,
mountaineering and skiing.
Millions attend a variety of games such as
basketball, baseball, tennis and soccer. The
Olympic games which is held every 4 years
attract millions of tourists.
23
4. SOCIAL CONTACT
Human beings are social animals, they
need contact and communication with
others. They feel comfortable in a tour
group and they may develop friendships
that may last for years.
24
5. STATUS AND PRESTIGE
Travel provides for ego or self

enhancement. Travel to a poor country
can give the traveler a feeling of
superiority.
25
 Much travel is done to keep up with the
trend and to appear knowledgeable
about foreign places. Being well traveled
enhances one’s status in society.
26
6. TRAVEL FOR EDUCATION
Travel offers an opportunity to satisfy the
urge to learn. Many school teachers go
to Europe every year. College students
also go in large numbers either on their
own or as part of study groups sponsored
by universities. Thus students combine
travel with learning.
27
EDUCATIONAL TOUR
BS TOURISM STUDENTS ON TOUR

7. PERSONAL VALUES
Many people are urged to travel to
satisfy personal values such as the search
for spiritual experience, patriotism and
wholesomeness. Pilgrimages to religious
sites or holy places such as the Vatican
and Mecca provide for satisfaction of
personal values.
29
THE MUSLIMS GO TO MECCA

8. CULTURAL EXPERIENCE
Studies conducted among travelers
abroad reveal that seeking a new cultural
experience is a primary reason for
international travel. North Americans are
curious to explore the cultures of Asia.
31
TOURISTS HANGING OUT WITH THE LOCAL NATIVES

IN AUSTRALIA
9. SHOPPING AND BARGAIN HUNTING
Millions of travelers go to Hong Kong,

Singapore and other tax-free ports to
shop. Almost everybody wants to shop
and to bargain.
33
TOURISTS AT
SOUVENIR
SHOPPING
10. PROFESSIONAL AND BUSINESS
MOTIVES
Conference and conventions about
commerce and industry increase
annually. More than half of all airline
travel is done by business travelers.
35
SEARCH FOR NATURAL BEAUTY
Natural beauty such as the sunset, trees,
mountains, waterfalls, flowers beaches is
usually pleasurable to the viewer. The
travelers from the city going to the rural areas
are motivated because they feel like they need
to see the beautiful scenery.
36
CLASSIFICATION OF TRAVELERS BASED ON
PERSONALITY
• Stanley C. Plog classified travelers based on
their different personalities as psychocentrics,
midcentrics, and allocentrics.
37
Psychocentrics – people centered on self, are
inhibited and not adventurous. They have a
strong desire for consistency and the familiar.
They prefer “safe” destinations. They do not
like to experiment with accommodations,
food and entertainment. They look for
experiences that will not result in personal
stress or involve unusual situations.
38
Midcentrics – persons with midcentric
personality are not particularly adventurous,
yet they are not afraid to try new experiences
as long as these are neither too odd or too
challenging. They constitute the mass market
or the bulk of the population.
39
Allocentrics – people having interest and
attention on other persons, are highly curious
and thrive on stimulation and change. They
have a strong need for variety and new
experiences. They want to explore and
discover and go on their own rather than buy
package tours.
40
CLASSIFICATION OF TRAVELERS BASED ON
PURPOSE OF TRAVEL
1. Business travelers
2. Pleasure/personal travelers
41
BUSINESS TRAVELERS
1. Regular business travelers – the cost of
the trip is shouldered by a company.
Not greatly affected by the cost of
travel.
• Half of passengers on an airline are
business travelers.
42
2. Business travelers attending meetings &
conventions – surveys indicate that 20%
of all business travels are for the
purpose of attending meetings and
conventions. Conventions are classified
into: international, continental, national
and regional.
43
3. Incentive travelers – a travel given by
firms to employees as a reward for
some accomplishment or to encourage
employees to achieve more than what is
required.
44
SINGAPORE AIRLINES A380
45
PLEASURE/PERSONAL TRAVELERS
This group includes people traveling for
vacation or pleasure. Also called the non-
business travelers. This is the largest
segment of the international market and
the fastest growing.
This growth is due to: rising income
levels, urbanization, higher educational
levels, increase in leisure time.
46
Pleasure/Personal Travelers are classified
into four:
1. Resort Travelers – according to surveys these
travelers are better educated, have higher
household incomes and are more likely to
have professional and managerial positions.
Notably, majority of these travelers have
families and children.
47
2. Family Pleasure Travelers - they are
motivated by three objectives.
They travel as an educational experience
for their children.
To do something different with their
families. .
To bring the family together.
48
A. Junior families – parents aged 20-34having
pre-school or grade school children.
B. Mid range families – with parents aged 35-44
with grade school or high school children.
C. Mature families – families with parents aged
45 or over with children who are of high
school age and older.
49
3. The Elderly – At present there are many
people who are fifty years of age and over,
including greater numbers of people in the
retirement age category. These are the
people with money and have the desire to
travel extensively.
50
4. Singles and Couples – They take their
vacations to fulfill their psychological,
intellectual and physical needs by giving
them the opportunity to rest, relax, escape
the routine of pressures of daily living and to
express total freedom. Most resorts in the
Caribbean region have targeted this type of
travelers.
51
TRAVEL CONSTRAINTS
1. Lack of Money
2. Lack of Time
3. Lack of Safety and Security
4. Physical disability
5. Family commitments
6. Lack of interests in travel
7. Fears of travel
52
- END OF TOPIC -
- THANK YOU -

Psychology of Travel 2012 Final

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PSYCHOLOGY OF TRAVEL

How do people choose which airline they

AMResorts is a hotel management company operating 28 all-

Secrets Resorts and Spa

Secrets Resorts and Spa

Secrets Resorts and Spa

Secrets Resorts and Spa

Secrets Resorts and Spa

Secrets Resorts and Spa

ACUPUNCTURE ORIGINATED IN CHINA

Travel provides for ego or self

BS TOURISM STUDENTS ON TOUR

THE MUSLIMS GO TO MECCA

TOURISTS HANGING OUT WITH THE LOCAL NATIVES

Millions of travelers go to Hong Kong,

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