This document discusses motivation for pleasure travel and understanding travel behavior. It begins by introducing the speaker and topic of understanding travel motivation. It then defines customers and discusses how businesses study customers to improve products and services. The document outlines the consumer buying process and factors that influence consumer decisions, including personal, psychological, and social factors. It discusses models of consumer behavior and the various stages of the consumer buying process. Finally, it analyzes different types of consumer buying behavior and categories that affect consumer purchase decisions.

1. UNDERSTANDING TRAVEL BEHAVIOR-
MOTIVATION FOR PLEASURE TRAVEL

2. Md. Shaifullar Rabbi
BBA & MBA, Major inTourism & Hospitality Management
University of Dhaka
Lecturer, Dept. of Tourism & Hospitality Management
Daffodil Institute of IT
-NU
PRESENTED BY

3. CUSTOMER
A customer is an individual or business that purchases another company's goods
or services. Customers are important because they drive revenues; without them,
businesses have nothing to offer. Most public-facing businesses compete with
other companies to attract customers, either by aggressively advertising their
products or by lowering prices to expand their customer bases.
• Customers are the individuals and businesses that purchase goods and services
from another business.
• To understand how to better meet the needs of its customers, some businesses
closely monitor their customer relationships to identify ways to improve service
and products.
• The way businesses treat their customers can give them a competitive edge.
• Although consumers can be customers, consumers are defined as those who
consume or use market goods and services.

4. UNDERSTANDING CUSTOMERS
• Businesses often honor the adage "the customer is always right"
because happy customers are more likely to award repeat business to
companies who meet or exceed their needs. As a result, many
companies closely monitor their customer relationships to solicit
feedback on methods to improve product lines. Customers are
categorized in many ways. Most commonly, customers are classified as
external or internal.
• External customers are dissociated from business operations and are
often the parties interested in purchasing the final goods and services
produced by a company. Internal customers are individuals or
businesses integrated into business operations, often existing as
employees or other functional groups within the company.

5. STUDYING CUSTOMERS
Businesses frequently study their customers' profiles to fine-
tune their marketing approaches and tailor their inventory to
attract the most customers. Customers are often grouped
according to their demographics, such as age, race, gender,
ethnicity, income level, and geographic location, which all may
help businesses cultivate a snapshot of the "ideal customer" or
"customer persona." This information helps companies
deepen existing customer relationships and reach untapped
consumer populations to increase traffic.

6. CUSTOMER SERVICE
Customer service, which strives to ensure positive
experiences, is key to a successful seller/customer dynamic.
Loyalty in the form of favorable online reviews, referrals,
and future business can be lost or won based on a good or bad
customer service experience. In recent years, customer
service has evolved to include real-time interactions via
instant message chats, texting, and other means of
communication. The market is saturated with businesses
offering the same or similar products and services. What
distinguishes one from another is customer service, which has
become the basis of competition for most businesses.

7. CUSTOMERS VS. CONSUMERS
The terms customer and consumer are nearly
synonymous and are often used interchangeably.
However, there exists a slight
difference. Consumers are defined as individuals
or businesses that consume or use goods and
services. Customers are the purchasers within the
economy that buy goods and services, and they
can exist as consumers or alone as customers.

8. EVOLUTION OF CUSTOMER FOCUS
The concept of Sales orientation is a frameset that carries out tasks
which lead to sales as the end result. The sales force, display and
promotional activities have the common goals and that is accomplishing
the process by selling. Thus, in these procedures, learning about
customers and understanding customers does not have much
significance, especially as long as the organization carries on
generating profits.
• Sales Orientation: Having said that, sales orientation was effective in an
era when there was not much industrialization and saturation, and
customers did not have much choice. An example can be a generic
Ford Model T, that was sold all around America, without much
knowledge about the customer.

9. UNDERSTANDING CUSTOMER AND
DELIVERING SATISFACTION
• Retaining Customers
• Taking ‘Cues’ from Customers
• Niche marketing Vs Mass Marketing
• Relationship Marketing
• The Services Marketing

10. • Retaining Customers: Therefore, Kotler (2006), stress that, organizations who tend to understand their
customers, their behaviors and their responses to aspects such as features, price and marketing
communications have much better advantage over rivals and they are more likely to remain profitable.
• Taking ‘Cues’ from Customers: When offering a service or product, it is essential to understand what
consumers’ preferences are and how can we shape our offerings accordingly to create value. As Prahalad and
Ram swam (2004), rightly put that customers are not just purchased of your brand, but they should be treated
as partners, because they co-create the offering.
• Niche marketing Vs Mass Marketing: The concept of mass marketing can be understood by the description of
Blythe (2005), where it has been presented that, when a product is developed and it can be used by various
age groups, segments and people across different lifestyles, then it is usually mass marketed. Moreover,
differentiated marketing targets multiple segments too, where they could focus on 2-3 segments offering a
differentiated marketing mix for each segments.
• Relationship Marketing: “Relationship marketing, i.e. a company building and maintaining a long-term
relationship to its customers, has established itself as an important economic goal in current research and
everyday business” (Siems,2010). Relationship marketing deals with consumer as an individual and attempts
to developed and nurture a lasting relationship (Blythe,2005).
• The Services Marketing: Service has been described by Kotler (2006), as a benefit that one side can provide
to other, that is intangible in nature, does not end up in ownership of any solid thing and its production is not
necessarily linked to a physical product too. Similarly, Service has been defined by Gronroose (1984) as the
entity of transaction provided by companies, that usually offer services to their clients and consider
themselves as service based companies.

11. CHARACTERISTICS OF SERVICES MARKETING
The various characteristics of services are
studied below, along with its implication on
Virgin media while taking into account the
concept of customer focus.
• Intangibility
• Inseparability
• Variability
• Perish-ability

12. • Intangibility: According to Jobber (2004), services cannot be seen, touched, smelled or
tasted before they are bought, therefore, customers are unable to examine it because of
intangible properties. It has been recommended that “tangible cues” should be given by
the service provided, so the service can be assessed to an extent by the potential
consumer.
• Inseparability: Palmer (2005), presents that consumer and the producer must interact with
each other, for the performance of the service, as production and consumption of service
is inseparable. Whether the producer is a person, for example in case of a barber or nurse
or the producer it a machine based such as bank machine, the service is only realized
after interaction of producer and consumer.
• Variability: In services, the performance of usually occurred at various places, by multiple
people and can vary. Moreover, services are simultaneously produced and consumed too
and needs human interaction therefore,variability is bound to happen.
• Perish-ability: A service, perishes and this implies that amount paid for a broadband
service for a month finished at the end of the month, leaving customer to pay similar
amount for the next month. This means that customer cannot store that service to be used
later and have to use, when it has been paid for, otherwise whether utilize or not, it will be
perished.

13. CONSUMER BUYING BEHAVIOR
Definition of Buying Behavior: Buying Behavior is the decision processes and acts of people
involved in buying and using products.
Need to understand:
• Why consumers make the purchases that they make?
• What factors influence consumer purchases?
• The changing factors in our society.
Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm
needs to analyze buying behavior for:
• Buyer’s reactions to a firms marketing strategy has a great impact on the firms success.
• The marketing concept stresses that a firm should create a Marketing Mix(MM) that
satisfies (gives utility to) customers, therefore need to analyze the what, where, when and
how consumers buy.
• Marketers can better predict how consumers will respond to marketing strategies.

14. MODEL OF CONSUMER BEHAVIOR
The Environment: Marketing stimuli consist of the four Ps:
Product, Price, Place, and Promotion. Other stimuli include
major forces and events in the buyer’s environment: Economic,
Technological, Political, and Cultural. All these inputs enter the
buyer’s black box, where they are turned into a set of buyer
responses:
Buyers Black Box: This shows that marketing and other
stimuli enter the consumer’s “black box” and produce certain
responses. Marketers must figure out what is in the buyer’s
black box.
Buyers Responses: The buyer’s brand and company relations.

15. STAGES OF THE CONSUMER BUYING PROCESS
Six Stages to the Consumer Buying Decision Process (For complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes
lead to a purchase. All consumer decisions do not always include all 6 stages,
determined by the degree of complexity...discussed next.
• The 6 stages are:
Problem Recognition
Information search
Evaluation of Alternatives
Purchase decision
Purchase
Post-Purchase Evaluation

16. Problem Recognition (awareness of need) --difference between the desired state and the actual
condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. Can be
stimulated by the marketer through product information--did not know you were deficient? I.E., see a
commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes.
Information search--
• Internal search, memory.
• External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources;
comparison shopping; public sources etc.
Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer wants or does not
want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian
gets highest rank etc. If not satisfied with your choice, then returns to the search phase. Can you think of
another restaurant? Look in the yellow pages etc. Information from different sources may be treated
differently. Marketers try to influence by "framing" alternatives.
Purchase decision--Choose buying alternative, includes product, package, store, method of purchase etc.
Purchase--May differ from decision, time lapse between 4 & 5, product availability.
Post-Purchase Evaluation-- outcome: Satisfaction or Dissatisfaction.
Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales
communication etc. After eating an Indian meal, may think that really you wanted a Chinese meal instead.

17. TYPES OF CONSUMER BUYING BEHAVIOR
Types of consumer buying behavior are determined by:
• Level of Involvement in purchase decision. Importance and intensity of interest in
a product in a particular situation.
• Buyers’ level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced goods, products visible
to others, and the higher the risk the higher the involvement. Types of risk:
• Personal risk
• Social risk
• Economic risk

18. THE FOUR TYPE OF CONSUMER BUYING BEHAVIOR ARE:
• Routine Response/Programmed Behavior--buying low involvement
frequently purchased low cost items; need very little search and decision
effort; purchased almost automatically. Examples include soft drinks, snack
foods, milk etc.
• Limited Decision Making--buying product occasionally. When you need to
obtain information about unfamiliar brand in a familiar product category,
perhaps. Requires a moderate amount of time for information gathering.
Examples include Clothes--know product class but not the brand.
• Extensive Decision Making/Complex high involvement, unfamiliar,
expensive and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend allot of time seeking information and
deciding. Information from the companies MM; friends and relatives, store
personnel etc. Go through all six stages of the buying process.
• Impulse buying, no conscious planning.

19. CATEGORIES THAT AFFECT THE
CONSUMER BUYING DECISION PROCESS
A consumer, making a purchase decision will be
affected by the following three factors:
• Personal
• Psychological
• Social

20. PERSONAL
oUnique to a particular person. Demographic
Factors. Sex, Race, Age etc.
o Who in the family is responsible for the
decision making?
oYoung people purchase things for different
reasons than older people.

21. PSYCHOLOGICAL FACTORS
Psychological factors include:
• Motives--A motive is an internal energizing force that orients a person's
activities toward satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If marketers can
identify motives then they can better develop a marketing mix.
MASLOW hierarchy of needs!!
• Physiological
• Safety
• Love and Belonging
• Esteem
• Self-Actualization
Need to determine what level of the hierarchy the consumers are at to
determine what motivates their purchases.

22. • Perception-- Perception is the process of selecting, organizing and
interpreting information inputs to produce meaning. IE we chose what info
we pay attention to, organize it and interpret it. Information inputs are the
sensations received through sight, taste, hearing, smell and touch.
• Selective Exposure-select inputs to be exposed to our awareness. More
likely if it is linked to an event, satisfies current needs, intensity of input
changes (sharp price drop).
• Selective Distortion-Changing/twisting current received information,
inconsistent with beliefs. Advertisers that use comparative advertisements
(pitching one product against another), have to be very careful that
consumers do not distort the facts and perceive that the advertisement was
for the competitor.
• Selective Retention-Remember inputs that support beliefs, forgets those
that don't.
Average supermarket shopper is exposed to 17,000 products in a shopping
visit lasting 30 minutes-60% of purchases are unplanned. Exposed to 1,500
advertisements per day. Can't be expected to be aware of all these inputs,
and certainly will not retain many.

23. Ability and Knowledge-- Need to understand individual’s capacity to learn.
Learning, changes in a person's behavior caused by information and experience.
Therefore to change consumers' behavior about your product, need to give them
new information re: product...free sample etc.
• When making buying decisions, buyers must process information. Knowledge is
the familiarity with the product and expertise.
• Inexperience buyers often use prices as an indicator of quality more than those
who have knowledge of a product. Non-alcoholic Beer example: consumers chose
the most expensive six-pack, because they assume that the greater price
indicates greater quality.
• Learning is the process through which a relatively permanent change in behavior
results from the consequences of past behavior.
Attitudes— Knowledge and positive and negative feelings about an object or
activity-maybe tangible or intangible, living or non- living.....Drive perceptions.
• Individual learns attitudes through experience and interaction with other people.
• Consumer attitudes toward a firm and its products greatly influence the success or failure of the
firm's marketing strategy.

24. PERSONALITY
All the internal traits and behaviors that make a person unique, uniqueness arrives from a person's
heredity and personal experience. Examples include:
• Compulsiveness
• Self confidence
• Friendliness
• Adaptability
• Ambitiousness
• Dogmatism
• Authoritarianism
• Introversion
• Extroversion
• Aggressiveness
• Competitiveness.
Lifestyles-- Recent US trends in lifestyles are a shift towards personal independence and
individualism and a preference for a healthy, natural lifestyle. Lifestyles are the consistent patterns
people follow in their lives.

25. SOCIAL FACTORS
Consumer wants, learning, motives etc. are influenced by
opinion leaders, person's family, reference groups, social
class and culture.
• Opinion leaders-- Spokespeople etc. Marketers try to
attract opinion leaders...they actually use (pay)
spokespeople to market their products. Michael Jordon
(Nike, McDonalds, Gatorade etc.)
• Roles and Family Influences-- Role…things you should do
based on the expectations of you from your position within a
group. People have many roles. Husband, father, employees.
Individuals role are continuing to change therefore
marketers must continue to update information.

26. Family is the most basic group a person belongs to. Marketers must understand:
• that many family decisions are made by the family unit
• consumer behavior starts in the family unit
• family roles and preferences are the model for children's future family (can reject/alter/etc)
• family buying decisions are a mixture of family interactions and individual decision making
• Family acts an interpreter of social and cultural values for the individual.
The Family life cycle: families go through stages; each stage creates different consumer demands:
• bachelor stage...most of BUAD301
• newly married, young, no children...me
• full nest I, youngest child under 6
• full nest II, youngest child 6 or over
• full nest III, older married couples with dependent children
• empty nest I, older married couples with no children living with them, head in labor force
• empty nest II, older married couples, no children living at home, head retired
• solitary survivor, in labor force
• solitary survivor, retired
• Modernized life cycle includes divorced and no children.

27. REFERENCE GROUPS
Individual identifies with the group to the extent that he takes
on many of the values, attitudes or behaviors of the group
members. Families, friends, sororities, civic and professional
organizations. Any group that has a positive or negative
influence on a person’s attitude and behavior.
Membership groups (belong to) Affinity marketing is focused
on the desires of consumers that belong to reference groups.
Marketers get the groups to approve the product and
communicate that approval to its members. Credit Cards etc.!!
The degree to which a reference group will affect a purchase
decision depends on an individual’s susceptibility to
reference group influence and the strength of his/her
involvement with the group.

28. SOCIAL CLASS
An open group of individuals who have similar social rank.US is not a classless society.
US criteria;occupation,education,income,wealth,race, ethnic groups and possessions.
Social class influences many aspects of our lives.IE upper middle class Americans prefer
luxury cars Mercedes.
• Upper Americans-upper-upper class, .3%, inherited wealth, aristocratic names.
• Lower-upper class, 1.2%, newer social elite, from current professionals and corporate elite
• Upper-middle class, 12.5%, college graduates, managers and professionals
• Middle Americans-middle class, 32%, average pay white collar workers and blue collar friends
• Working class, 38%, average pay blue collar workers
• Lower Americans-lower class, 9%, working, not on welfare
• Lower-lower class, 7%, on welfare
Culture and Sub-culture--Culture refers to the set of values,ideas,and attitudes that are
accepted by a homogenous group of people and transmitted to the next generation.

29. NEEDS THEORY OF MOTIVATION
Effectively motivating employees has long been one of management's most
important and challenging duties. Motivation refers to the psychological processes
that stimulate excitement and persistence of voluntary actions aimed at some goal.
Because motivation can be highly individualized, managers use a wide range of
techniques to keep their employees motivated and happy. Therefore, it is essential
for managers to understand the psychological processes involved in motivation so
that they can effectively direct employees towards organizational goals.
Needs theories attempt to identify internal factors that motivate an individual's
behavior and are based on the premise that people are motivated by unfulfilled
needs. For example, if you were dissatisfied with living in your parents' basement at
age 40, you might go out and find your own apartment. In doing so, you will fulfill the
need for privacy, independence and the ability to bring a date home without having
to explain why you still live with your parents. Needs are psychological or
physiological insufficiencies that provoke some type of behavioral response. The
needs a person has can range from weak to strong and can vary based on
environmental factors, time and place.

30. MOTIVATION AND MOTIVATION THEORY
The term motivation is derived from the Latin word movere, meaning "to move."
Motivation can be broadly defined as the forces acting on or within a person that
cause the arousal, direction, and persistence of goal-directed, voluntary effort.
Motivation theory is thus concerned with the processes that explain why and how
human behavior is activated.
The broad rubric of motivation and motivation theory is one of the most frequently
studied and written-about topics in the organizational sciences, and is considered
one of the most important areas of study in the field of organizational behavior.
Despite the magnitude of the effort that has been devoted to the study of motivation,
there is no single theory of motivation that is universally accepted. The lack of a
unified theory of motivation reflects both the complexity of the construct and the
diverse backgrounds and aims of those who study it. To delineate these crucial
points, it is illuminating to consider the development of motivation and motivation
theory as the objects of scientific inquiry.

31. HISTORICAL DEVELOPMENT
Early explanations of motivation focused on instincts. Psychologists writing in
the late 19th and early twentieth centuries suggested that human beings were
basically programmed to behave in certain ways, depending upon the
behavioral cues to which they were exposed. Sigmund Freud, for example,
argued that the most powerful determinants of individual behavior were
those of which the individual was not consciously aware.
According to Motivation and Leadership at Work (Steers, Porter, and Bigley,
1996), in the early twentieth century researchers began to examine other
possible explanations for differences in individual motivation. Some
researchers focused on internal drives as an explanation for motivated
behavior. Others studied the effect of learning and how individuals base
current behavior on the consequences of past behavior. Still others examined
the influence of individuals' cognitive processes, such as the beliefs they have
about future events. Over time, these major theoretical streams of research in
motivation were classified into two major schools: the content theories of
motivation and the process theories of motivation.

32. MAJOR CONTENT THEORIES
Content (or need) theories of motivation focus on factors
internal to the individual that energize and direct behavior. In
general, such theories regard motivation as the product of
internal drives that compel an individual to act or move
(hence, "motivate") toward the satisfaction of individual needs.
The content theories of motivation are based in large part on
early theories of motivation that traced the paths of action
backward to their perceived origin in internal drives. Major
content theories of motivation are Maslow's hierarchy of
needs, Alderfer's ERG theory, Herzberg's motivator-hygiene
theory, and McClelland's learned needs or three-needs
theory.

33. MASLOW'S HIERARCHY OF NEEDS
Abraham Maslow developed the hierarchy of needs, which suggests that
individual needs exist in a hierarchy consisting of physiological needs,
security needs, belongingness needs, esteem needs, and self-actualization
needs. Physiological needs are the most basic needs for food, water, and
other factors necessary for survival. Security needs include needs for safety
in one's physical environment, stability, and freedom from emotional distress.
Belongingness needs relate to desires for friendship, love, and acceptance
within a given community of individuals. Esteem needs are those associated
with obtaining the respect of one's self and others. Finally, self-actualization
needs are those corresponding to the achievement one's own potential, the
exercising and testing of one's creative capacities, and, in general, to
becoming the best person one can possibly be. Unsatisfied needs motivate
behavior; thus, lower-level needs such as the physiological and security
needs must be met before upper-level needs such as belongingness, esteem,
and self-actualization can be motivational.

34. ALDERFER'S ERG THEORY
The ERG theory is an extension of Maslow's hierarchy of needs. Alderfer suggested that needs could
be classified into three categories, rather than five. These three types of needs are existence,
relatedness, and growth. Existence needs are similar to Maslow's physiological and safety need
categories. Relatedness needs involve interpersonal relationships and are comparable to aspects of
Maslow's belongingness and esteem needs. Growth needs are those related to the attainment of
one's potential and are associated with Maslow's esteem and self-actualization needs.
The ERG theory differs from the hierarchy of needs in that it does not suggest that lower-level needs
must be completely satisfied before upper-level needs become motivational. ERG theory also
suggests that if an individual is continually unable to meet upper-level needs that the person will
regress and lower-level needs become the major determinants of their motivation. ERG theory's
implications for managers are similar to those for the needs hierarchy: managers should focus on
meeting employees' existence, relatedness, and growth needs, though without necessarily applying
the proviso that, say, job-safety concerns necessarily take precedence over challenging and fulfilling
job requirements.

35. MOTIVATOR-HYGIENE THEORY
Frederick Herzberg developed the motivator-hygiene theory. This theory is
closely related to Maslow's hierarchy of needs but relates more specifically to
how individuals are motivated in the workplace. Based on his research,
Herzberg argued that meeting the lower-level needs (hygiene factors) of
individuals would not motivate them to exert effort, but would only prevent
them from being dissatisfied. Only if higher-level needs (motivators) were
met would individuals be motivated.
The implication for managers of the motivator-hygiene theory is that meeting
employees lower-level needs by improving pay, benefits, safety, and other
job-contextual factors will prevent employees from becoming actively
dissatisfied but will not motivate them to exert additional effort toward better
performance. To motivate workers, according to the theory, managers must
focus on changing the intrinsic nature and content of jobs themselves by
"enriching" them to increase employees' autonomy and their opportunities to
take on additional responsibility, gain recognition, and develop their skills
and careers.

36. MCCLELLAND'S LEARNED NEEDS THEORY
McClelland's theory suggests that individuals learn needs from their
culture. Three of the primary needs in this theory are the need for
affiliation (n Aff), the need for power (n Pow), and the need for
achievement (n Ach). The need for affiliation is a desire to establish
social relationships with others. The need for power reflects a desire to
control one's environment and influence others. The need for
achievement is a desire to take responsibility, set challenging goals,
and obtain performance feedback. The main point of the learned needs
theory is that when one of these needs is strong in a person, it has the
potential to motivate behavior that leads to its satisfaction. Thus,
managers should attempt to develop an understanding of whether and
to what degree their employees have one or more of these needs, and
the extent to which their jobs can be structured to satisfy them.

37. MAJOR PROCESS THEORIES
Process (or cognitive) theories of motivation focus on
conscious human decision processes as an explanation of
motivation. The process theories are concerned with
determining how individual behavior is energized, directed,
and maintained in the specifically willed and self-directed
human cognitive processes. Process theories of motivation
are based on early cognitive theories, which posit that
behavior is the result of conscious decision-making
processes. The major process theories of motivation are
expectancy theory, equity theory, goal-setting theory, and
reinforcement theory.

38. EXPECTANCY THEORY
In the early 1960s, Victor Vroom applied concepts of behavioral research conducted in the
1930s by Kurt Lewin and Edward Tolman directly to work motivation. Basically, Vroom
suggested that individuals choose work behaviors that they believe lead to outcomes they
value. In deciding how much effort to put into a work behavior, individuals are likely to
consider:
Their expectancy, meaning the degree to which they believe that putting forth effort will
lead to a given level of performance. Their instrumentality, or the degree to which they
believe that a given level of performance will result in certain outcomes or rewards. Their
valence, which is the extent to which the expected outcomes are attractive or unattractive.
All three of these factors are expected to influence motivation in a multiplicative fashion, so
that for an individual to be highly motivated, all three of the components of the expectancy
model must be high. And, if even one of these is zero (e.g., instrumentality and valence are
high, but expectancy is completely absent), the person will have not motivation for the task.
Thus, managers should attempt, to the extent possible, to ensure that their employees
believe that increased effort will improve performance and that performance will lead to
valued rewards.

39. EQUITY THEORY
Equity theory suggests that individuals engage in social comparison by comparing their efforts
and rewards with those of relevant others. The perception of individuals about the fairness of their
rewards relative to others influences their level of motivation. Equity exists when individuals
perceive that the ratio of efforts to rewards is the same for them as it is for others to whom they
compare themselves. Inequity exists when individuals perceive that the ratio of efforts to rewards
is different (usually negatively so) for them than it is for others to whom they compare themselves.
There are two types of inequity—under-reward and over-reward. Under-reward occurs when a
person believes that she is either puts in more efforts than another, yet receives the same reward,
or puts in the same effort as another for a lesser reward. For instance, if an employee works longer
hours than her coworker, yet they receive the same salary, the employee would perceive inequity
in the form of under-reward. Conversely, with over-reward, a person will feel that his efforts to
rewards ratio is higher than another person's, such that he is getting more for putting in the same
effort, or getting the same reward even with less effort. While research suggests that under-reward
motivates individuals to resolve the inequity, research also indicates that the same is not true for
over-reward. Individuals who are over-rewarded often engage in cognitive dissonance, convincing
themselves that their efforts and rewards are equal to another's.

40. GOAL-SETTING THEORY
The goal-setting theory posits that goals are the most important factors affecting the
motivation and behavior of employees. This motivation theory was developed primarily by
Edwin Locke and Gary Latham. Goal-setting theory emphasizes the importance of specific
and challenging goals in achieving motivated behavior. Specific goals often involve
quantitative targets for improvement in a behavior of interest. Research indicates that
specific performance goals are much more effective than those in which a person is told to
"do your best." Challenging goals are difficult but not impossible to attain. Empirical
research supports the proposition that goals that are both specific and challenging are
more motivational than vague goals or goals that are relatively easy to achieve.
Several factors may moderate the relationship between specific and challenging goals and
high levels of motivation. The first of these factors is goal commitment, which simply means
that the more dedicated the individual is to achieving the goal, the more they will be
motivated to exert effort toward goal accomplishment. Some research suggests that having
employees participate in goal setting will increase their level of goal commitment. A
second factor relevant to goal-setting theory is self-efficacy, which is the individual's belief
that he or she can successfully complete a particular task. If individuals have a high degree
of self-efficacy, they are likely to respond more positively to specific and challenging goals
than if they have a low degree of self-efficacy.

41. REINFORCEMENT THEORY
This theory can be traced to the work of the pioneering behaviorist
B.F. Skinner. It is considered a motivation theory as well as a
learning theory. Reinforcement theory posits that motivated
behavior occurs as a result of reinforces, which are outcomes
resulting from the behavior that makes it more likely the behavior
will occur again. This theory suggests that it is not necessary to
study needs or cognitive processes to understand motivation, but
that it is only necessary to examine the consequences of behavior.
Behavior that is reinforced is likely to continue, but behavior that is
not rewarded or behavior that is punished is not likely to be
repeated. Reinforcement theory suggests to managers that they
can improve employees' performance by a process of behavior
modification in which they reinforce desired behaviors and punish
undesired behaviors.

42. MASLOW'S HIERARCHY OF NEEDS THEORY
One of the most popular needs
theories is Abraham Maslow's
hierarchy of needs theory.
Maslow proposed that
motivation is the result of a
person's attempt at fulfilling
five basic needs: physiological,
safety, social, esteem and self-
actualization. According to
Maslow, these needs can
create internal pressures that
can influence a person's
behavior.

43. • Physiological needs are those needs required for human survival such as air, food, water, shelter, clothing
and sleep. As a manager, you can account for the physiological needs of your employees by providing
comfortable working conditions, reasonable work hours and the necessary breaks to use the bathroom and eat
and/or drink.
• Safety needs include those needs that provide a person with a sense of security and well-being. Personal
security, financial security, good health and protection from accidents, harm and their adverse effects are all
included in safety needs. As a manager, you can account for the safety needs of your employees by
providing safe working conditions, secure compensation (such as a salary) and job security, which is
especially important in a bad economy.
• Social needs, also called love and belonging, refer to the need to feel a sense of belonging and acceptance.
Social needs are important to humans so that they do not feel alone, isolated and depressed. Friendships,
family and intimacy all work to fulfill social needs. As a manager, you can account for the social needs of your
employees by making sure each of your employees know one another, encouraging cooperative teamwork,
being an accessible and kind supervisor and promoting a good work-life balance.
• Esteem needs refer to the need for self-esteem and respect, with self-respect being slightly more important
than gaining respect and admiration from others. As a manager, you can account for the esteem needs of your
employees by offering praise and recognition when the employee does well, and offering promotions and
additional responsibility to reflect your belief that they are a valued employee.
• Self-actualization needs describe a person's need to reach his or her full potential. The need to become what
one is capable of is something that is highly personal. While I might have the need to be a good parent, you
might have the need to hold an executive-level position within your organization. Because this need is
individualized, as a manager, you can account for this need by providing challenging work, inviting employees
to participate in decision-making and giving them flexibility and autonomy in their jobs.

44. CULTURAL & INTERNATIONAL TOURISM FOR
LIFE'S ENRICHMENT
Cultural tourism - define and understand its importance:
• Traveling to experience the places and activities that authentically represent the stories
and people of the past and present." - National Trust for Historic Preservation.
• Cultural tourism covers all aspects of travel whereby people learn about each other's
ways of life and thought.
• Cultural tourism is an overarching tourism type that can include ethnic and historical
tourism which we will get to. Cultural tourism generally, refers to traveling with the
purpose to experience aspects of the current culture of a destination. However, it's almost
impossible to understand the culture of an area without visiting or at least learning about
ethnic populations and historical components that contribute to the culture.
Major Benefits of Cultural Tourism:
• Promotes knowledge and understanding
• Promotes a favorable image of the nation to foreign travelers
• A destination's culture can be its competitive advantage in the tourism market

45. CHARACTERISTICS OF HISTORIC/CULTURAL TRAVELERS
• Dress
• Architecture
• Handicrafts
• History
• Language
• Religion
• Education
• Art/Music
• Gastronomy

46. LIFE-SEEING TOURISM - DEFINE, THE BASICS, EXAMPLES
• Trip tailored to meet specific interests
• Visit a place to experience specific area
• Medical doctor wants to learn more how medical facilities are designed in
other countries.
• Design a trip for that specific reason
• Purposeful activities that match the traveler's interests
• Opposite from the traditional seeing "the high points" of an area
Your book gives examples on what this would look like. So Axel Dessau, the
former director of the Danish Tourism Board is credited for creating this
concept of life-seeing tourism. For example, someone wanting to review
social problems and city government, then an expert guide would take them
to visit city planning offices, schools, social welfare establishments, and
rehabilitation centers etc. Another type of life-seeing could be homestays.

47. GEOTOURISM
Similar to eco-tourism --- more comprehensive includes preserves natural history and culture of a
place. Ecotourism incorporates the concept of sustainable tourism while allowing for ways to protect
a place's character more comprehensive then ecotourism because it incorporates conservation of
cultural and history as well. "Tourism that sustains or enhances the geographical character of place
including the environment, culture, aesthetics, heritage and the well-being of its residents"
Sustainable Tourism aimed at preserving the sense of place that makes a destination a unique place
to visit as well as a nice place to live Geotourism Map guides Crown of the Continent.
Geotourism incorporates the concept of sustainable tourism while allowing for ways to protect a
place's character. It's similar to ecotourism which focuses mainly on environmental conservation but
is more comprehensive because it incorporates conservation of culture ad history as well.
Center for sustainable destinations and national geographic will work with a community0based
local geotourism alliance to create a co-branded National Geographic map that highlights the
natural historical and cultural assets unique to a destination. Alberta and British Columbia, Canada,
have teamed up with Montana, USA to launch a transboundary geotourism program for the region
centered on the Waterston-Glacier International Peace Park. "The purpose of the Map Guide is to
showcase the region's most unique points of interest and to tell the broader story of a remarkable
landscape beyond borders"

48. 6 TYPES OF TOURISM (ETHNIC, CULTURAL,
HISTORICAL, ENVIRONMENTAL, RECREATIONAL)
• Overarching tourism type that can include ethnic and historical tourism which we will get to. Cultural
tourism generally, refers to traveling with the purpose to experience aspects of the current culture of a
destination.
• Visiting a place to experience its culture maybe Indigenous people that made the place.
• Local color in the destination area is the main attraction /meals in rustic inns, costume festivals, fold
dance performances, and arts and crafts demonstration in old-style fashion.
• Specifically refers to traveling with the purpose to observe or experience the cultural expressions and
lifestyles of indigenous populations or ethnic groups that are different than the majority culture
represented in the destination
• To travel to Panama to study the San Blas Indians or to India to observe the isolated hill tribes of Assam/
typical destinations activities would include visiting native homes/attending dances and ceremonies/
possibly participating in religious rituals) is pretty diverse in that it could mean visiting a museum,
monument, taking a guided or self-guided tour or perhaps driving or hiking a heritage trail.
• Similar to ethnic tourism/drawing tourist to remote places/ emphasis on natural and environmental
attractions / travel for the purpose of "getting back to nature" geographic centers on participation in
sports, curative spas, sunbathing, and social contacts in relaxed environments / such areas promote
sand, sea, and sex through beautiful color photographs characterized by conventions, meetings, and
seminars/ it is defined with one or more types of tourism already defined.

49. NEGATIVE IMPACTS OF TOURISM ON CULTURE
 Acculturation
 Cultural Drift
 Demonstration Effect
 Staged Authenticity
• Acculturation- more of a long-term impact
non-English place implementing an English to help appease English speakers
• Cultural Drift-demonstration effect--- western tourist that visit non-western places a western tourist wearing expensive
clothes and making locals want to wear that
• Staged authenticity--- are things or culturally real
ex:native Americans
culture changes that occur in a host community in order to attract and appease tourists (long-term) A simple example of
acculturation in a negative context would be a non-English destination adapting English into everyday life in order to bring in
English speaking tourists. This can be bad because it means that the tourists are not encouraged enough to learn the native
language which is a keystone of many cultures. more temporary, cyclical cultural changes (occur only during high tourist
season for example) A local example of cultural drift would be St. Simon’s island during the Florida Georgia game. While it is
a recreational and tourism destination, the major party scene that the game brings is a drift from the normal culture in society
and could cause negative sentiments from residents such as their disdain for the effects of the event like the littering.

50. LIFE-SEEING TOURISM
• Purposeful activity designed to improve understanding and meet special interest needs
• Involves being hosted by a local expert
• Does this sound interest to you? (maybe this is your "speed"!)
• Bahamas People-to-People Program
A leader in providing a local experience to thousands of foreign visitors is the islands of the
Bahamas. The People-to-People program established by the Ministry of Tourism has created lasting
friendships between visitors and locals since its inception more than 19 years ago. It has provided an
opportunity for visitors to learn hands-on the culture of the island by interacting with the Bahamians
themselves. The program matches guests with more than 1,500 Bahamian volunteers of similar ages
and interests for a day or evening activity, which could include boating, fishing, shopping at the local
outdoor market, attending a local school or church service, enjoying back-street tours, or, more
often, visiting Bahamians in their homes for a traditional meal of peas 'n' rice, fried fish, and guava
duff. Since the start of People-to-People, the idea has expanded its outreach program offerings,
moving beyond Nassau and Grand Bahama Island to the out islands of Eleuthra, Exuma, San Salvador,
Bimini, and Abaco. It has created branches geared toward visiting students and convention
attendees. Tourists gain an informed view of the local culture as well as gain an insight into the
distinctive cultures each island offers.

51. THE 8 TYPES OF TRAVEL ROMANCES
Love can strike you anytime, anywhere, especially when you’re traveling. It’s like the
Swine Flu of emotions.Whether you’re traveling with a long-time partner, or
sharing a brief kiss outside a club, there is no doubt romance and traveling go
together like nothing else. Of course there are all sorts and durations of love and
relationships, so let’s have a look at eight of the most common.
oLove The One You’re With
oDifferent Area Codes
oThe Couple That Travels Together
oWell, Hello There
oCultural Immersion
oOn The Prowl
oYou Can Buy Me Love
oMeet Me in Paris

52. ANTHROPOGRAPHY
•The branch of anthropology that describes the
varieties of humankind and its geographical
distribution.
•The branch of anthropology that deals with
the geographical distribution of the human race in its
different divisions, as distinguished by physical
character, language, institutions, and customs, in
contradistinction to ethnography, which deals
historically with the origin and filiation of races and
nations.

53. THE DIFFERENT TYPES OF TOURIST DESTINATIONS
• Water sports & scuba diving destinations
• Adventure & hiking
• Ecotourism
• Cultural-for museums, local traditions
• Culinary-where local food is the dominant criteria
• Religious destinations
• Shopping destinations
• Natural attractions
• Ecotourism
• Agro tourism
• Religious based attraction
• Special interest places
• Sports festival
• Historical attractions

54. THE APPEAL OF TOURISM DESTINATIONS
All tourism destinations have some form of appeal which
gives tourists a reason to visit the destination. Tourist appeal
is really about the potential tourist saying, ‘I want to go to
that destination because.’ Most people have a list of
destinations which they would like to visit in the future or,
perhaps return to if they have visited the place in the past.
These are the destinations which appeal most to those
particular tourists. Many people have a ‘wish list’ of the
cities, countries and natural features they would like to visit
and experience.

56. TRAVEL EXPERIENCES-OTHER TOURIST APPEALS
Understanding the tourist experience has been a major scholarly task for as long as tourism research
has existed. Various social sciences, such as, for example, sociology (e.g., Cohen,
1972, 1979; Crompton, 1979; MacCannell, 1999; Uriely, 2005), social anthropology and ethnology
(e.g., Graburn, 1983; Yiannakis and Gibson, 1992; MacCannell, 1999; O’Dell, 2007; Selstad, 2007),
marketing and economics, (e.g., Andersson, 2007; Mossberg, 2007), and psychology (e.g., Mannell
and Iso-Ahola, 1987; Pearce and Stringer, 1991; Vittersø et al., 2000, 2001; Larsen, 2007) have
approached the tourist experience under a plethora of headlines, based on different types of data
(or, sometimes with no systematic data), with a number of aims and contents, and with rampant
methodological flexibility.
But it is still safe to say that tourist experiences are under researched (Yiannakis and Gibson,
1992; Larsen et al., 2007, 2017; Pearce and Packer, 2012) and only rudimentarily understood. This may
partly be because tourism studies are inherently multi-disciplinary. It may well be that the
disciplines do not always understand each other (Pearce and Packer, 2012). Also, disciplines focus on
different aspects of “experiences,” levels of analysis differ, methodologies differ, technical terms
differ and may imply different meanings, and the social sciences vary concerning what kind of data
and research designs are acceptable (Larsen et al., 2017). The way toward a unified theory of tourist
experiences seems to be hampered with ontological as well as epistemological problems, both
between and within disciplines.

57. SOCIOLOGY OF TOURISM
The sociology of tourism is concerned with the relations between tourists as types, and the
structuring, function and consequences of the tourist system in general. The sociology of
tourism has been a significant area of academic study for many years. Cohen (1996)
suggests that the following domains are of interest within sociological enquiry:
• Consequences and impacts of tourism
• The structure and functioning of the tourism system
• Relations between tourists and local people
• The tourist
The sociology of tourism is concerned with the study of tourism as a social phenomenon,
including the motivations and behavior of tourists, and the impacts that this has on
destinations and their people. The anthropology of tourism focuses on individual
experiences in tourism,whereas the sociology of tourism works upon these.
SOCIOLOGY  Is the science of society, social institutions, and social relationships. It is a
social science which uses various methods of empirical investigation and critical analysis to
develop a body of knowledge about human social activity,structures, and functions.

58. EFFECTS ON THE INDIVIDUAL
Someone who travels, particularly to a strange location, finds an environment
that is unfamiliar, not only geographically but also personally, socially, and
culturally. Thus the traveler faces problems for which a solution must be
found if the trip is to be fully enjoyable and rewarding. Travelers must
manage their resources of money and time in situations much different from
those at home. They also manage their social interactions and social relations
to obtain substance, shelter, and other needs and possibly to find
companionship. Determining the extent of the cultural distance, they may
wish to maintain results in decisions as to just how unfamiliar the traveler
wants his or her environment away from home base to be. Regardless of the
degree of local participation, the individual traveler must at least
superficially study the country to be visited and reach some level of decision
on how these problems in environmental differences. Travel experiences
have a profound effect on the traveler as well as on society, because travel
experiences often are among the most outstanding memories in the traveler's
life.

59. EFFECTS ON THE FAMILY
•As a FAMILY is growing and the children are maturing,
the trips taken as a family are highlights of any year.
The excitement of preparation and anticipation and
the actual travel experience are memorable occasion
of family life. Travels with a measure of adventure are
likely to be the most memorable. Family travel may
also be educational. The more purposeful and
educational a trip becomes, the more beneficial it is.

60. EFFECTS ON SOCIETY
Travel has a significant influence on national
understanding and appreciation of other
people. The presence of visitors in a country
affects the living patterns of indigenous
peoples. The way visitors conduct themselves
and their relationships with citizens of the host
country often has a profound effect on the mode
of life and attitudes of local people.

61. • TOURISM: SECURITY AND CRIME Unfortunately, tourist can be
easy prey for criminals. Tourist do not know about dangerous
areas or local situations in which they might be very vulnerable
to violent crimes. They become easy marks for robbers and
other offenders because they are readily identified and are
usually not very well equipped to ward off an attack. Crimes
against tourist result in bad publicity and create a negative
image in the minds of prospective visitors. Thus, tour companies
tend to avoid destinations that have the reputation for crimes
against tourists.
• RESENTMENT : Resentment by the local people toward the
tourist can be generated by the apparent gap in economic
circumstances, behavioral patterns, appearance and economic
effects. Resentment of visitors is not uncommon in areas where
there is conflict of interests because of tourists.

62. NEGATIVE SOCIAL EFFECTS OF TOURISM ON A HOST SOCIETY
• Introduction of undesirable activities such as gambling
• Demonstration effect - Local people wanting the same luxuries and imported
goods as those had by tourists
• Racial tension
• Development of a servile attitude on the part of tourist business employees
• Arts and crafts
• Standardization of employee’s roles
• Loss of cultural pride
• Too rapid change in local ways
• Disproportionate numbers of worker in low-paid, menial jobs characteristics of
much hotel and restaurant employment

63. CHANGING POPULATION AND TRAVEL INTERESTS
People change, group attitudes change, and populations changes.
Travel interests also do change. Some countries grow in travel
popularity; others wane. World events tend to focus public
attention on particular countries or regions of the world. There's an
old saying among travel promoters that “mass follows class”. This
has been proven beyond a doubt. Travel-page publicity
concerning prominent persons visiting a particular area inevitably
produces a growth of interest in the area and subsequent increases
in demand for travel to such well-publicized areas. The growth of
communication systems, particularly network and cable television,
has broadened the scope of people's interests in other lands and
other places. As communication resources grow, awareness and
interest also grow.

64. • LIFE CHARACTERISTICS AND TRAVEL: Rising standards of living, changes in the population age composition, the
increasing levels of educational attainment, better communication, increased social consciousness of people relating to the
welfare and activities of other people throughout the world, and the psychological shrinking of the world by the jet plane
have combined to produce an interest among nations in all other nations.
• TRAVEL PATTERNS RELATED TO AGE: With age, the traveler may become more passive. Family recreation patterns are
associated with life stages of the family. The presence of young children tends to reduce the number of trips taken, whereas
married couples with no children are among the best travel prospects.
• INCOME: Income is the consumption and savings opportunity gained by an entity within a specified timeframe, which is
generally expressed in monetary terms. Buying power is another factor for the tourism manager to consider. People must
have buying power to create a market. There is no question that a large and increasing percentage of the population today
has sufficient discretionary income to finance business and pleasure travel, although families may be limited to
inexpensive trips.The frequency of travel and the magnitude of travel expenditures increase rapidly as income increases.
• EDUCATION: Another factor deserving attention from tourism managers is education, because it tends to broaden
people's interests and thus stimulate travel. People with college educations take more pleasure trips than those with high
school educations, and those with high school educations take more trips than do those with grade school educations.
Educators are forecasting continued increases in the average educational level, which would result in a continued positive
impact on pleasure travel.
• TRAVELAND THE HANDICAPPED: In the United States alone, there are about 50 million physically handicapped people-
more than twice the total population of Australia. This group constitutes an excellent potential market for travel if the
facilities and arrangements are suitable for their use and enjoyment. Many households reported little difficulty in using
accommodations, because of careful planning before making the trip. The majority of difficulties encountered seemed to
be at recreational facilities. Historically, individuals with disabilities have been categorized by either their medical
conditions or their level of self-sufficiency.

65. EMERGENCE OF GROUP TRAVEL PATTERNS
• TRAVEL CLUBS -are groups of people, sometimes with a common
interest, who have formed travel organizations for their mutual benefit.
• LOW-PRICED GROUP TRAVEL -Many tour companies cater to
common-interest groups, such as the members of a religious group or
professional or work group. A tour is arranged often at reasonable
cost, and is promoted to the members of the group.
PUBLIC CARRIER GROUP RATES AND ARRANGEMENTS : Airlines
and other public carriers make special rates available for groups; a
common number is10 or 15 at discounted rates. A free ticket is issued to
the groups escort or leader. Chartering all or part of a public
transportation vehicle, aircraft, or ship is also special effort on the part
of the carrier to accommodate other groups.

66. SOCIAL TOURISM
Although there is as yet no agreed of social tourism, there has been considerable
study of the question. W.Hunziker at the second congress of social tourism held at
Vienna and Salzburg in1959 proposed the following definition:'' social tourism is a
type of tourism practiced by low income groups, and which is rendered possible
and facilitated by entirely separate and therefore easily recognizable service.''
Another definition, that of M.Andre Poplimont, is as follows:'' social tourism is a type
of tourism practiced by those who would not be able to meet the cost without social
intervention, that is, without the assistance of an association to which the individual
belongs.'' From these definitions and form the reports of the three International
Congresses on Social Tourism, it is clear that certain elements mat be described.
First is the idea of ''limited means.'' Second, social tourism is subsidized by the
states, local authorities, employers, trade unions, clubs, or other associations to
which the workers belong. Third, it involves travel outside the normal place of
residence, preferably to a different environment that is usually within the tourist's
own country or sometimes to a country nearby.

67. HOLIDAYS WITH PAY
Paid holidays are now established all over the world, and in most
countries a minimum duration is specified either by law or by
collective agreement. Some, however, consider this institution only
a first stage, and they believe that attention should now be turned
to the way in which these holidays are used. Great subjects of
discussion by twentieth-century sociologies are:
(1)the use of the increased leisure time now available to workers,
and
(2) the cultural and educational development that such leisure time
makes possible. There will be some, however, who for reasons of
age, health, family responsibility or disinclination are unwilling
to join in such holidays even when all arrangements are made
for them.

68. WHY TRAVELING IS IMPORTANT FOR HUMAN LIFE?
Traveling is a very crucial part of life as it is the best way to get out of the
busy schedule. It is also to experience life in different ways. Traveling is
actually a good remedy for stress, anxiety and depression. It also improves
the mental and physical health. We only have one life and we should thank it
for making us more advanced creature on this planet. Not only do we get to
experience the beauty of nature, different geographies, topographies, and
people. Traveling is all about exploring new places, cultures, cuisines, rituals
and styles of living. We also travel because distance and difference are the
secret toxic of learning and creativity which one cannot observe by sitting at
home. Traveling in itself has advantages, as it makes one forget his or her
worries, problems, frustrations and fears. This helps by broadening your
horizon to move in new directions, unplugging from the pulls and pushes of
daily life. We have a passport to fill full of stamps rather than to have a house
full of stuff. Let’s use this to make memories all over the world.

69. THESE ARE THE 7 MOST REASONS WHY TRAVELING IS IMPORTANT: -
The discovery of new cuisines: Traveling gives the perfect opportunity to try out new, exciting and authentic
delicacies from different parts of the world. Introducing you to unique flavors which you have neither tasted nor
heard off and leaving you startled.Traveling without experiencing the local food is not complete in anyway.
Exploring new cultures: Culture often refers to the characteristics that are formed through language, history,
geography, and family values. Learning about culture is enriching for the mind and soul. It can reinforce the
whole experience and offer totally different perspectives. Discovering a new culture is learning something new
which can be an exciting and thrilling experience that one cannot forget.
Improving the health: Traveling undoubtedly is a best option for those who believe in leading a healthy life.
Those who travel are less likely prone to health issues as they are more active. The benefit of traveling begins
well before the trip does. Traveling includes physical activity which promotes heart health by lowering the blood
pressure and even preventing a stroke. Traveling broaden your horizons and boost up brain health sharp, healthy
and creative. It is being scientifically proven that traveling reduces stress levels.
Self-Development: Traveling is one of the best way to enhance personal growth. It enables you to do things
different from your daily routine activities. When you travel, you step out from your comfort zone to a different
environment which makes you become more responsible and gives a sense of independence. Each journey
brings something innovative which opens you to find your strengths, weakness, morals, values etc. This helps you
to learn things about yourself, other people and other places.

70. • Ensuring your inner peace: We all have a busy schedule and lifestyle which is confined to stress
and tensions. These are all the hustle bustle of tedious urban life. Somewhere somehow we have
lost our inner peace. Traveling is an ultimate remedy that let us unwind from our everyday routine
and helps us experience peace in the lap of nature.
• Provides practical education: Traveling indeed is the best form of education that couldn’t be
learned by seeing television or by reading any book. Almost every one of us agree that life’s real
education happens outside our walls. Travel teaches us economy, history, geography, sociology and
different life styles of people. This can range from their livelihood, culture and tradition. Bookish
knowledge gives us only the theoretical concepts while traveling helps use gather wisdom by
understanding about real life experiences and knowledge.
• Meeting new friends: Traveling enables us to build friendships and connections with people from
various places across the world. Establishing connections and building a network overseas is one
of the smartest thing you can do in today’s era. This can be such an enriching part of travel. We may
meet with people for one day but we do appreciate these people for a lifetime whenever the
memories are revived.

71. MOTIVATION FACTORS OF THE TOURISTS
Motivation of the tourists stems from the domain of human psychology. It is the satisfaction-forming factor.
The factors of motivation can be categorized into two types -
• Internal Factors of Motivation: Internal factors arouse, direct, and integrate a person’s behavior and
influence his decisions for travelling.
o Intrinsic Motivation − For many people, tourism is a way of satisfying their psychological needs such
as travelling, performing leisure activities, exploring novelty and capabilities, self-expression and self-
assurance, creativity, competition, need for relaxation, and belongingness. Intrinsic motivation drives
the tourists to opt for tourism for intangible rewards such as fun, assurance, and other emotional needs.
The other intrinsic factors of motivation are
o Attitudes of Tourist − Knowledge of a person, place, or object + Positive or negative feelings about the
same.
o Tourist’s Perception − By observing, listening, or getting knowledge, a tourist forms the perception
about a place, person, or an object.
o Values or Beliefs − A tourist believes or values a specific mode of conduct which is acceptable
personally or socially.
o Personality of the Tourist − The nature and physique of a tourist plays an important role towards
motivation in tourism.

72. EXTERNAL FACTORS OF MOTIVATION
There are external motives in tourism that can influence tourists and pull them towards a certain motivation and
subsequent decision.
• Extrinsic Motivation − Here, a tourist gets motivated by external factors such as money and the need to feel
competent on the scale of expenditure and performance.
• Place of Origin − The grooming of the tourist depends upon the place of its origin. For example, for the
Indian married women, the tourism might come last in the list of preferential things they wish to do whereas
for American ladies, tourism would acquire much higher rank.
• Family and Age − The family matters when it comes to the structure and the income. Today, the families with
nuclear structure and double income tend to opt for long distance, extravagant tourism more than joint
families or families with single earning member who are interested in visiting domestic places. The tourists
also have different preferences of places according to their age.
• Culture or Social Class − Tourists of different cultures prefer different places, events, and different types of
tourism. In addition, if friends and families who have visited a place earlier spread the first hand information
that motivates the others to visit the place too.
• Market − Ever-changing market variables alter tourism. Changes in value of currency, political situations, and
economic well-being of the country influence the decisions of a tourist.