This course will cover the workings, operations and the integrative activities of major stakeholders in the Tourism and Hospitality Industry. The student will also gain knowledge on managing and marketing a service-oriented business organization. Apart from the scope and structure of travel organizations and planning of specific business of the nature and distinctive characteristics of each sector of the entire tourism industry, focusing on management, organization and planning of specific business strategies for the various entities in the local setting. This will also involve the analysis of the possible impacts of external factors and trends on the different tourism industry sectors and specific types of business. It will also look into client profiling such as travel motivations and influences as it relates to aligning strategic and tactical solutions to the business. The course also identifies the employment opportunities available in each sector and the corresponding qualifications for the jobs.

1. Micro Perspectives on
Tourism and Hospitality
A Modular Approach
Hospitality Management Program
By
Dr. Rubie Clavel-Lencioco

2. Learning Objectives
Overview of the Lesson
Instructional Materials
In this module, you should be able to:
1. Understand the various theories of motivation that contribute to
tourism and hospitality industry;
2. Acquire understanding of traveler’s motivation;
3. Learn the profiles o various travelers
4. Acquire knowledge on motivation that can be used in tourism and
hospitality product development; and
5. Understand what motivates the different kinds of travelers.
For this Lesson, the following topics are contained:
A. Traveler’s Motivation and Profile
1. Application of the Motivation Theories into Tourism Practice
2. Travel Motivations for Travel and Hospitality
3. Tourism Motivation
4. Tourist Motivation
5. Tourists’ Profiles and Life style
For this module, you are provided with the following:
1. A handout to read;
2. Takedown notes while studying the handout

3. Introduction to the topic:
Every traveler is driven by his/her own motivation and profile. For every travel that a
tourist does, he or she is being motivated by personal intention or purpose. The status in life or
in a society of a person greatly contributes to choice of destination, mode of travel,
accommodation, and activities. To understand better the tourist, it is important that any business
engaged in tourism and hospitality consider what motivates the tourist and also to know his/her
profile which will greatly help in the betterment of the service industry.
Application of the Motivation Theories into Tourism Practice
1. Maslow’s Hierarchy of Needs in Connection with Tourism suggest that people are
motivated to fulfill basic needs moving on to other. Maslow’s 5 stage theory on
motivation, extended by cognitive and aesthetic needs (Zelenka and Paskova, 2012), is
applied to the condition of rural areas.
Level 1: Physiological needs: In tourism, the physiological needs are connected to
gastronomy and accommodation. In rural tourism, the supply side is usually
concentrated on food and customs adherent to the particular region or village.
Level 2: Safety needs: This is a reflection of location character, social life, risk of
desired pathological characters. Tourists’ safety, calm and peace are the main
requirements of tourist in rural areas.
Level 3 and 4: Social Needs: These are needs of esteem connected with self
esteem or with esteem of others. In case of rural tourism personality, hospitality,
uniqueness, and hosts’ courtesy are required.
“For businessman’s personality in tourism, typical features include diligence,
accuracy, dedication, creativity, persistence, but also managerial and organizing
skills, ability to communicate with and treat people”
Level 5 and 6: Cognitive and Aesthetic Needs: Cognitive needs are described such
as knowledge and understanding local lifestyle, heritage and traditions, or
aesthetic needs such as appreciation and search for beauty, balance and form.
Level 7: Self actualization needs (self realization needs) are on the top of the
Maslow’s hierarchy. These refer to the need for personal cultivation, needs
Presentation of the lesson

4. realizing personal potential, self fulfillment, seeking personal growth and peak
experiences.
2. Plog’s Psychographic Tourist Profile (Plogs Psychographic motivation theory) this theory
classifies tourists along their personal characteristics, lifestyle and personal values, to
psychocentrics and allocentrics. Psychocentrics are represented by people concerned on
their own affairs, i.e. non-adventurous visitors, who often require standard services while
Allocentrics are independent tourists seeking for adventure or experience. Between these
two extremes are midcentrics. Midcentrics actually represent majority of tourists, and
these are people who occupy borders with psychocentrics and allocentrics.
“According to the study of Cai and Li (2009) presents several similarities for rural tourists:
they are motivated by opportunities to explore nature, participate in outdoor activities,
search for peace and quiet, family atmosphere.”
3. Iso Ahola’s Model (1982) of the Social Psychology of Tourism this 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.
Travel Motivations for Travel and Hospitality
The main contributions regarding motivations is the Maslow’s Hirarchy of needs model
(Maslow, 1970), the escape or seek model (Iso-Aloha,1982; Ross and Iso-Ahola,1991) and Push
and pull method (Crompton,1979).
People travel because they are pushed and pulled to do so by motivational factors
(Baloglu and Uysal, 1996). Push motivation is related to the decision, whether to go, and pull
motivation addresses the question of where to go (Klenosky, 2002).
Tourism Motivation
1. Nostalgia for the aged, they have a very memorable time in the past. Through after years,
they are willing to go back to the place where they have lived, or talk with the old friends
to remind the old time.
2. Loneliness generally the aged have more free time, and most of their sons and daughters
live without them. In this case many old people feel lost and lonely. Therefore tourism is
able to satisfy their life and attract their attention.
3. Increasing Knowledge for many old people, they only heard the names of some famous
tourism destinations, but due to various reasons, there is no chance to go there. Many
old people want to go to travelling while the health condition and economy allow, they
want to feel and know the prospect of the outside world.

5. 4. Health and Entertainment the life of old people is focused on family and health from
previous work. They choose to work out through tourism and entertainment, to go to the
natures, for more fresh air, or to live in suburb place. Many obedient children will arrange
family tourism; some will drive their car and bring parents together to go on short tourism
to peripheral area.
5. Tourism Time due to health limitation, the old people are not willing to go travelling. Due
to limited budget and other reasons, generally the old people are not willing to take a
long trip, they prefer short or not long trip. They want to spend a certain time, such like
one week.
6. Tourism Manner the old people need stability and security in the tourism, and ask for
relaxation, freedom, comfort and leisure.
7. Tourism Destination the tourism with purpose of health is more than pure tourism. It
signified that due to the health condition, the old people have more demand in healthy
tourism. They prefer places with good environment or famous cultural cities, religion
places, and places with folk custom.
8. Tourism Expense the old tourists are mainly frugal and holding economical attitude,
requiring comfort and security.
Motivation to Travel
1. Incentive if you do something, you get something good. This type of motivation might
seem selfish, because there’s something in it for you, but it doesn’t have to be.
a. Spoiling yourself you work all year to get two weeks off, and you want to treat
yourself like queen (or king) you are.
b. Creating memories having memories of a trip that last long after you return home is
huge motivation for travel.
c. Bragging Rights maybe you want to be able to tell everyone at work how awesome
your trip was, making them instantly envious of you. This makes you better than them,
and you gain admiration (or whatever). This one is tough to admit, but it’s a
motivation that’s oh-so-human.
2. Fear motivation is based on avoiding something bad, be it a feeling (regret), an
experience (stress), or a situation (you’re going to miss a chance). Ravel can help you
overcome fear, and it can also help you avoid it.

6. a. Fear of Missing Out on things that could have made you happy, excited, or a better
person doesn’t mean you’re and worse off.
b. Overcoming Fear this is kind of the opposite of fear motivation, because instead of
avoiding something you fear, you’re running towards it.
3. Achievement to satisfy something you’ve always wanted to do, or whether you want to
show the world that you’re capable of achieving this type of motivation can fuel all
different types of travel experiences.
a. Taking on Challenge going somewhere tourists don’t usually go, conquering a trek
etc. It doesn’t have to be something you haven’t done could be enough motivation to
travel.
b. Collecting Experiences getting a certification, trying something new, gaining a new
skill. Some people collect certifications and experiences when they travel.
4. Growth is the number one motivation to travel. Becoming a better you is a noble goal,
and one that travel can help you achieve. It gives you opportunity to become immersed
in a different culture, and widen your comfort zone by adapting to new foods, customs,
languages, and traditions.
a. Having a Unique Experience doing something you’ve never done before can turbo-
charge you personal growth.
b. Learning About New Culture travel expands your horizons, helps you learn about a
new country, and fulfills your curiosity of the world. You travel to enhance your
perspective, and expand your mind.
5. Power having power over your own life is motivating: make your own choices, not getting
swept along in the flow, no controlling you.
a. Regaining Control of your Life travel can help you get control back into your life by
giving you a chance to get away and clear your mind. When things start to weigh you
down: job friends, obligations, responsibilities, family, whatever: getting a clear
picture of you want is easier when you change your perspective.
b. Power of freedom you’re in control of your life, you don’t have to answer to anybody,
and you can make things happen if you want to. The desire to exercise the power you
have over your own life could be fueling your motivation to travel.
6. Social acceptance, as much as you fight the system and go your own way, relating to peers
and make meaningful connections with other people can still be motivating.

7. a. Getting Closer with your Travel Companion travelling with a friend or with your
family might not be so much about the destination, as about the time spent together.
Sharing experiences while traveling can strengthen relationships.
b. Meeting New People making friends is a big deal, and making friends who can
challenge your world view and show you a good time while you’re travelling, well
those friends indeed.
Six (6) Key Ideas Behind Theories of Motivation
Motivation is the force that initiates, guides, and maintains goal-oriented behaviors. The
forces that lie beneath motivation can be biological, social, emotional, or cognitive in nature.
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.
2. Incentive Theory of Motivation, suggests that people are motivated to do things because
of external rewards. The greater the perceived rewards, the more strongly people are
motivated to pursue those reinforcements.
3. Drive Theory of Motivation, people are motivated to take certain actions in order to
reduce the internal intension that is caused by unmet needs. This theory is useful in
explaining behaviors that have a strong biological component.
4. Arousal Theory of Motivation suggests that people take certain actions to either
decrease or increase levels of arousal. According to this theory, we are motivated to
maintain an optimal level of arousal, although this level can vary based on the individual
or the situation.
5. Humanistic Theory of Motivation are based on the idea that people also have strong
cognitive reasons to perform various actions. This is famously illustrated in Abraham
Maslow’s hierarchy of needs, which presents different motivations at different levels.
6. Expectancy Theory of Motivation suggests that when we are thinking about the future,
we formulate different expectations about what we think will happen. When we predict
that there will most likely be positive outcome, we believe that we are able to make that
possible future a reality. The theory proposes that motivations consist of three elements:
valence, instrumentality and expectancy.
Valence refers to the value people place on the potential outcome. Things that seem
unlikely to produce personal benefit have a low valence, while those that offer immediate
personal rewards have a higher valence.

8. Instrumentality refers to whether people believe that they have a role to play in the
predicted outcome. If the event seems random or outside of the individual’s control,
people will feel less motivated to pursue that course of action.
Expectancy is the belief that one has the capabilities to produce the outcome. If people
feel like they lack the skills or knowledge to achieve the desired outcome, they will be less
motivated to try. People who feel capable, on the other hand, will be more likely to try to
reach that goal.
Tourist Motivations
1. Impelling & Compelling Force behind all behavior (Berkman & Gilson, 1978 as cited
in Crompton)
2. Psychological Depletion (Hill 1965)
3. Ego-enhancement and self recognition (Dann 1977)
4. Push & Pull Motives (Gray 1970 & Dann 1977) while Gray defines the push and pull
motives as ‘sunlust’ and ‘wanderlust’. Sunlust describes those vacations in which are
motivated by the desire to experience different or better amenities for a specific
purpose than are available in the environment in which one normally lives.
5. Tourist Career Ladder (Pearce, 1988) explained that the more experience a tourist
gained his/her motives were more likely to change as compared to a tourist with
little experience.
Tourist Profile

9. Nine (9) Tips for Creating an Ideal Client Profile
1. Demographics
Demographics explain who your ideal client is. Demographic profile is a collection of
objective, factual, statistical data about a specific group of people often used by
companies to segment and target their marketing for better results.
a. Age g. Marital Status
b. Gender h. Geographical location
c. Ethnicity i. Number of children
d. Income j. Vehicle type
e. Mortgage Amount k. Occupation
f. Homeowner/renter l. 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. These data explain why
clients buy from you and what their motivation is to buy.
a. Mindset and attitude
b. Beliefs and opinions
c. Aspirations, goals, dreams and wishes
d. Interests (parenting tips, pet ownership, travel, wealth building, weight loss)
e. Activities (spend their free time)
f. Personality and values
g. Lifestyle and priorities
h. How they spend their money
i. Worries and Fears
3. Ideal Client Behavioral Analysis
Behavioral analysis is the process of understanding the behavior of a specific group of
people. In an ideal client profile application, this builds on the demographic data and
psychological information, to look at how they make decisions on what to buy, when to buy,
and how to buy.
4. Ideal Client background story
Another way to really understand your ideal client and where they are in their buying
journey is to understand their background story and to be able to tell the story in a
compelling way that resonates with similar people.

10. 5. Ideal Client Destination
A lot of marketers will tell you to sell based on benefits instead of features. Describing
the benefits of your product or service is the first step.
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. Whether it’s the need to ask or
consult with a spouse, more time think about it, the desire to do more research, the
requirement of more money, not enough time, fear of judgment, or even too much
effort, at some point a potential client or customer will have an objection and consider
saying no.
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.
9. Ideal client day-in-the life
Knowing what a day in the life of your client persona looks like is extremely valuable
when crafting the marketing stories you will tell in blog posts, in presentations, on sales
pages and website pages, and in sales conversations.
HOW TO GET THE DATA YOU NEED TO CREATE A CLIENT PROFILE
1. Review your internal data
2. Grade your clients
3. Host a survey
4. Perform client interviews about them
5. Personal research
6. Get client personas for complementary businesses