The document discusses a study on developing the travel career approach to tourist motivation. The study aimed to: 1) Identify a broad range of travel motives and chart underlying motivation factors. Interviews found novelty and self-development like cultural experiences were dominant overseas travel motives. 2) Relate travel motivation patterns to experiences. A survey identified 14 motivation factors and found novelty, escape/relaxation, and relationship strengthening were the top three. Lower travel experience was linked to factors like stimulation while higher experience emphasized nature and site involvement. 3) Theoretically adjust the Travel Career Ladder theory. The study found travel motivations changed with experience level, destination, and age, supporting an updated travel motivation theory

1. PhilipL.Pearce & UK-IL LEE
DEVELOPING THE TRAVEL
CAREER APPROACH TO TOURIST
MOTIVATION
Rahel Hailu
HMBA

2. Purpose of Study
 It lies in the conceptual adjustment of Travel
Career Ladder (TCL) approach to travel
motivation
 TCL is based on maslow’s needs hierarchy theory of
motivation, describes tourist motivation as consisting
of five different levels:
 Relaxation needs, safety/security needs, relationship needs,
self- esteem and development needs and self-actualization/
fulfillment needs.
 From this approach, people may have travel career, that is
pattern of travel motives that change according to their life
span and accumulated travel experiences.
 Examined relationship between patterns of
travel motivation and travel experience

3. Research Objectives
 Identify a broad range of travel motive items
for pleasure travel in general
 Chart the underlying factors defining travel
motivations
 Measure travel experiences
 Relate travel motivation patterns to travel
experiences
 Theoretically readjust the TCL theory into a
more comprehensive travel motivation
theory

4. Research Approach
 Interview
 Generally explore and obtain a broad overview
regarding the TCP approach
 2 paged structured question
 38 travel motive items
 Major survey study
 4 page self administered questionenaries
 74 motives when generally thinking about the
travel they take for pleasure,

5. Interview Result: Dominant
motives for overseas
holidays were
 Novelty
 Self development, including cultural
experience, relationship, and escape
 In International travel tended to start their
initial travel experiences from western
countries. Such as Europe and North America,
then traveled to Asian countries (so called
exotic destination)

6. Survey Result:-
14 Resulted motivation factors:-
 Novelty
 Escape/relax
 Relationship (strengthen)
 Autonomy
 Nature
 Self-development (personal development)
 Relationship (security)
 Self-actualization
 Isolation
 Nostalgia
 Romance
 Recognition

7.  Most important factors  Least important ones
 Novelty  Nostalgia
 Escape/relax  Romance
 Relationship  Recognition
(strengthen)

8. Travel experience level
Analysis
 Travel motivational factors are influenced by
different level of travel experience
 Three variable
 Domestic travel experience
 International travel experience
 Age

9.  Insignificant difference  Significant Difference
 Nature  Novelty
 Self-development  Escape/relax
(personal development)  Relationship
 Stimulation (strengthen)
 Relationship (security)  Autonomy
 Self-actualization  Isolation
 Romance  Nostalgia
 Recognition

10. Travel motivational factors:
Emphasized more for lower travel
experience
 Stimulation
 Personal development
 Relationship (security)
 Self-actualization
 Romance
 Recognition
 Nostalgia
 Romance

11. Three Most important
motivational factors:
 Novelty
 Escape/Relax
 Relationship (strengthen)
 Self-development

12. Implications from my
perspectives

13. Ethiopia

14. ETHIOPIA tourist Attraction

15. Ethiopia

16. Travel motivational factors
Important to higher travel
experience levels
 Nature and host site involvement motivation factor
 Novelty
 Escape/Relax
 Relationship (strengthen)
 Self-development

18. Is Ethiopia tourism potential country?
 Its tourism potential is
diversified  Traditions with fascinating
 The jaggedly carved
stela, churches and castles
Simien Mountains, one of  An attractive cultural
UNESCO's World Heritage diversity of about 80
Sites - and some of the nations and nationalities;
lowest, such as the hot but and various ceremonies
fascinating Danakil and rituals of the
Depression are there.  Immense wild life including
 Natural attractions that some endemic ones; a very
include some of the old and well preserved
highest and lowest places historical
in Africa along with

19. Ethiopia is the right place for
higher travel experience level tourist:-
 Nature and host site Area  Escape/Relax
 The jaggedly carved Simien  Lake Tane, Blue Nile
Mountains, one of UNESCO's World
Heritage Sites - and  Self- Development
 An attractive cultural
 Novelty- Something new and diversity of about 80 nations
unusual & an innovation. and nationalities
 some of the lowest, such as the
 Relationship (strengthen)
hot but fascinating Danakil
Depression  Many places who enjoy with
your companions:-
Traditions with fascinating
monument & wild life

20. Blue Nile-Ethiopia