Introduction
Studying tourist motivation has
always been an important factor for tourism management. The ways of
expressing and the changes that
develop in time in tourist motivations directly influence tourism demand and
supply. In order to survive in a market in
constant evolution and change, characterized by fierce competition, in an
economy in crisis, suppliers of tourism products and services need to know and
anticipate changes in the motivations that determine tourists to buy a holiday
package.
It is unlikely to be influenced by a
single factor. In most situations, he is influenced by a number of factors when
making the decision
Tourist
motivation can be defined as a psychological stimulus able to determine the
desire to travel. Modes of expression and travel
motivation trends over time are crucial in determining the tourism offer, and
represent a decision-making factor in production and marketing of goods and
services. Depending on the changes that occur in the motivations of tourists,
we can determine consumer desires and
can predict the most important aspects in creating the tourist offer. By
analyzing motivation in tourism we can determine several types of motivations,
based on which forms of tourism were developed.
1. Physical motivations derived in tourism recreation, sport, 2.health,
cultural motivations derived in cultural
tourism, 3.spiritual motivations derived in religious tourism, pilgrimage etc.
In current literature there are
available numerous classifications of motivational factors. In „Consumer
behavior
in tourism” They divided in to two categories:1. motivations that lead
a person to choose to travel and motivations that lead a person to choose a
particular holiday, in a certain destination, at a certain period in time.
2.The second classification is more
complex and is accepted and used by many specialists. According to it, the
motivations are:
Motivation categorized in four factors:
1.Intellectual component - that show how individuals are motivated to
engage in activities that
require mental activity such as
learning, exploration, discovery;
2.Social component - that show how individuals engage in leisure
activities for social reasons.
This implies the need to meet two
major needs - the need for friendship and inter-personal
relationships and the need to be
respected by others;
3.Competence of acquiring skills- show how individuals engage in
recreational activities to
achieve, to lead, to challenge and
compete. These activities usually are physical, in nature;
4.Competence of avoiding stimulus - show a desire to escape from
stressful life situations. This
is the moment when tourists seek to
avoid social contact, seeking solitude, peace, relaxation.
In the study of tourist motivation, the tourist has a
crucial role as an entity. Each traveler is different and as different are the
factors that motivate them. The most important factors that determine the motivation
to travel for an individual are:
psychological (relaxation, sun tan,
exercise and health, sex)
-
Emotional (nostalgia, romance,
adventure, escape, fantasy, spiritual needs);
-
Personal or visits to relatives and
friends, new friends
-
Personal development (raising the
level of knowledge, learning a new skill);
-
Status (fashion, exclusivity,
getting a good offer, marriage, children's appearance in a couple)
-
Culture (sightseeing, experience of
other cultures).
leisure, recreation and holiday;
-
Business and professional reasons;
-
Health (
health problems, illness, Medical treatment)
-
Religion / pilgrimage
-
Personal factors: personality, self
image, wealth, lifestyle, occupation, age
-
His lifestyle (there are different
reasons for people concerned with fashion or health, for people
who want to travel alone and the
ones who want to make new friends, people who like parties);
-
Past experiences (the experience of
being a tourist in general, but also in certain types of
holidays; are taken into account
both positive and negative experiences);
-
Perceptions& Experience (changing
expectations as a tourist, strengths and weaknesses);
-
Economy (increased or decreased
income)
Other reasons (aircraft crews and
vessels for the public transport).
Important in the study of tourist
motivation is also the study of groups traveling together (shares motivations).
People who travel together influence each other regarding decision-making
factors.
Most trips are a compromise between
the members of the group. It is possible that the group has a dominant member,
whose motivations influence the whole group
Those who are part of a higher
social class choose holidays in exotic destinations, use luxury means of
transport like private jets, yachts, limousines, choose luxury services.
Middle-class tourists are turning to
less pretentious offers, choose forms of accommodation such as camping,
hostels, hotels from one star to three stars, choose holiday packages with
advantageous price, even discounts.
The gender of the tourists can
influence to some extent their choice for a holiday. For example,
women choose shopping holidays, or
holidays that include beauty and body treatments, spa and men
can opt for sports holidays such as
golf tournaments, or participate in various sporting events (tennis
championships, football games etc)
Cultural and nationality differences
influence the choices tourists make regarding a holiday. This is the case of
tourists from cold areas traveling on holiday in warm areas, or those from warm
climate choosing holiday destinations in cold areas.