Travel motivations vary among individuals, influenced by personal intentions, life status, and the pursuit of experiences or relaxation. Psychographic profiles categorize tourists as psychocentrics, allocentrics, and midcentrics, each with distinct preferences and motivations. Understanding these motivations and the decision-making processes behind travel can significantly impact tourism marketing and destination appeal.

1. TRAVELER'S MOTIVATIONS AND PROFILE
INTRODUCTION
● 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.
Plog’s Psychographic Tourists’ Profile
Psychocentrics
● represented by people concerned with their affairs, i.e. non-adventurous visitors, who
often require standard services, while allocentric are independent tourists seeking
adventure or experience
Allocentric
● independent tourists seeking adventure or experience.
Midcentrics
● represent the majority of tourists, and these are people who occupy borders with near
psychometrics and near allocentrics.
Iso Ahola’s Model of the Social Psychology of Tourism
2 Leisure motivation
● Seeking- (Personal Rewards)
● Escaping (everyday environments, routine, everyday problems, familiar environments,
tension and stress)
Four aspects of the needs
● escaping personal environment
● escaping interpersonal environment
● seeking intrinsic personal rewards
● seeking intrinsic interpersonal
Travel Motivations for Travel and Hospitality
Maslow’s Hierarchy of Needs (1970)
● Highlights physiological, safety, belonging, self-esteem, and self-actualization needs, with
additional categories of aesthetics and knowledge. Needs are classified into
tension-reducing and arousal-seeking motives.
Escape-Seeking Model (Iso-Ahola, 1982; Ross and Iso-Ahola, 1991)
● Differentiates between push motivations (psychological factors driving travel) and pull
motivations (cultural factors attracting tourists to specific destinations).
Push and Pull Method (Crompton, 1979)
● Push motivations involve socio-psychological reasons for travel, while pull motivations
relate to the attractions of specific destinations.
Tourism Motivation
Nostalgia
● For the aged, they have a very memorable time in the past. Though 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.
Loneliness
● Generally the aged have more free time, and most of their sons and daughters live
without them.
Increasing Knowledge
● Many old people want to go travelling while the health condition and economy allow, they
want to feel and know the prospect of the outside world.
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.
Tourism Manner
● In general, the old people need stability and security in the tourism, and ask for relaxation,
freedom, comfort, and leisure.
Tourism Time
● Due to health limitation, the old people are not willing to go travelling in winter or
summer.
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.
Tourism Expense
● The old tourists are mainly frugal and holding an economical attitude, requiring comfort
and security. They ask little about luxury life.
Motivation to Travel - Which of these Describes You?
INCENTIVE
● if you do something, you get something good.
FEAR
● 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).
ACHIEVEMENT
● Whether it’s 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.
GROWTH
● Becoming a better you is a noble goal, and one that travel can help you achieve. It gives
you the opportunity to become immersed in a 31. different culture, and widen your
comfort zone by adapting to new foods, customs, languages, and traditions.
POWER
● Having power over your own life is motivating: make your own choices, not getting swept
along in the flow, no one controlling you. Power motivation also includes the desire for
power over other people, but it all comes down to wanting to do things your way
SOCIAL

2. ● Becoming a better you is a noble goal, and one that travel can help you achieve. It gives
you the opportunity to become immersed in a 31. different culture, and widen your
comfort zone by adapting to new foods, customs, languages, and traditions.
Six (6) Key Ideas Behind Theories of Motivation
Motivation is the force that initiates, guides, and maintains goal-oriented behaviors. It is what
causes us to take action, whether to grab a snack to reduce hunger or enroll in college to earn a
degree. 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.
2. Incentive Theory of Motivation
● People are motivated to behave in certain ways because they are evolutionarily
programmed to do so. This theory shares some similarities with the behaviorist concept of
operant conditioning. In operant conditioning, behaviors are learned by forming
associations with outcomes. Reinforcement strengthens a behavior while punishment
weakens it.
3. Drive Theory of Motivation
● According to the drive theory of motivation, people are motivated to take certain actions
in order to reduce the internal tension that is caused by unmet needs.
4. Arousal Theory of Motivation
● The arousal theory of motivation suggests that people take certain actions to either
decrease or increase levels of arousal. When arousal levels get too low, for example, a
person might watch an exciting movie or go for a jog.
5. Humanistic Theory of Motivation
● Humanistic theories 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
● The expectancy theory of motivation suggests that when we are thinking about the future,
we formulate different expectations about what we think will happen.
Motivation, Needs, and Motives
In the case of tourism this motive forms the basis for the desire to travel and includes the
generation of a need
1. Needs
● Needs, motives and motivations are the engines of human conduct and they play a
fundamental part in the mechanics of tourism.
The humanist-psychologist Abraham Maslow published his hierarchy of human needs as a
pyramid-shaped model with five layers as follows, from bottom to top:
1. Physiological needs (such as hunger or thirst),
2. Safety and security, including shelter;
3. Social needs, love and belonging;
4. Esteem, the need to be accepted and valued by others;
5. Self-actualization.
Five layers of holiday motivations (from the bottom to the top of the pyramid):
1. Relaxation (rest active)
2. Stimulation (stronger emotions)
3. Social needs (family, friends)
4. Self esteem (self-development through cultural, nature or other activities)
5. Self-realization (search for happiness)
2. Motives and Motivations
● Tourism destinations often try to attract potential tourists and this pull factor can instigate
a person to create a motive for travelling and to develop the corresponding motivation to
visit this particular destination.
Escape, Search, and Desire
Escape
● Tourism can offer freedom from work and other time obligations, an escape from
traditional social roles and the liberty to spend one’s time however one chooses.
Search
● Travel needs and motives may also stem from an inner feeling of wanting to learn about
new things, further fuelled by external pull factors that promise just that
Desire
● A totally different source of travel motives is the specific desire one may want to
experience.
The Body, the Emotions and Me
● The needs and motivations to travel are subject to the state of mind of each individual, the
position in society and the social environment. This means that travel motives may change
with shifts in society or in someone’s personal life. Changes in conduct and therefore
generated needs are being influenced by postmodern tendencies affecting not only the
western societies, but also a large part of the so-called developing nations.
Tourist Motivations
● Tourist motivations explain the factors in which influence a tourist to travel. Crompton
(1979) explains that motivation is only one of many contributing factors in which assist
with explaining tourist behavior although it is considered a critical factor as it is the
“impelling & compelling force behind all behavior”
Push & Pull Motives
● Gray (1970), however, defines the same push and pull motives as ‘sunlust’ and
‘wanderluse. Sunlust describes those “vacations in which are motivated by the desire to

3. experience different or better amenities for a specific purpose than are available in the
environment in which one normally lives” (Crompton, 1977).
Tourist Career Ladder
● The tourist career ladder was identified by Pearce (1988) and explained that the more
experience a tourist gained his/her motives were more likely to change as compared to a
tourist with little experience. However, the theory was largely criticized as it was not
evident that tourists indeed climbed a ladder.
The Decision Making Process
When making a decision over the travel destination, to identify location the tourist will go through
steps as outlined by Woodside & Sherrell (1997) from their constructed framework, using the travel
destination sets mode to narrow down their choices.The framework consists of the following six
steps:
Total Set
Awareness Set
Available Set
Possible Choices
Evoked Set: Positive, Inert Set: Neutral & Inept Set: Negative
Decision
Destination Choice and Selection
Influential Factors to Make Tourism Decision
● Once the decision is made to start tourism, the decision maker is in front of many
questions, such like where to travel, whom to travel with and how to travel. In general,
this is a process to collect, organize and assess the information (Liu, 2008)
Environmental perception
● Environment perception refers to the tourism information rooted in mind, the old
information and collected information. In general, this is the whole impression for the
travelling..
Principle of Maximum B enefit
● Principle of maximum benefit refers to the tourists will get the best enjoyment within
certain budget during the tourism. Tourists will think it over before making a decision to
travel.
Tourism Preference
● Tourism preference refers to the human’s impression based on their characters over the
reality. The tourism preference of tourists is influenced by human’s personal impression.
Content of Tourism Decision
● Tourism preference refers to the human’s impression based on their characters over the
reality. The tourism preference of tourists is influenced by human’s personal impression.
The tourism preference is decided by personal impression of tourists.
Information Channel
● Information channel is the way to obtain and collect the information. With various
channel, it is able to obtain the product information, or other users’ experience of using
the products
Decision Consultant
● Decision consultant is someone who the tourist will ask for suggestions before starting
tourism. Potential tourists will take suggestions into consideration, and then is more likely
to ask for others’ consultation about where to go and how to go.
Tourism Partners
● People would like to find partners when go shopping, the same like tourists, many people
like to start tourism with partners. According to experts of consumer behavior, they have
made further analysis on the relationship between person and his partners in shopping
Ways of Tourism
● Ways of tourism is focusing on how to reach the destination. In general, there are two
ways to travel, first is joining the travelling agency, and another is individual tourism.
Tourism Motivations
● Tourism motivations are essentially the ‘push and pull’ factors associated with travel and a
destination. Traditional models have defined push motives as the desire to go on vacation
in comparison to the pull motives explaining the choice of destination.
Tourists Profiles and Lifestyles
● to understand how tourists may behave in environments that are foreign to them.
1.Types of attraction and types of tourist
● Tourism is about the encounter between tourists and their holiday destination and
therefore, it is this particular relationship we shall embark on.Tourists have their sensory
intake from sources, called impact sources. Similarly, other terms used are ‘toured objects’
or ‘experience clues’.
● Holiday tourists may look all the same with their bright-colored clothing, expensive bags,
cameras and funny caps, but in fact each of them experiences their vacation
differently.When tourists enter their holiday destination local identities - cultural,
sociological or natural - become associated with a significance they may have for tourists,
whereby these identities turn into IMPACT SOURCES.
IMPACT SOURCES
Economic Value
● tourism destinations consist of tourism services
● distinction can be made between the main attraction embodying the destination’s pulling
power and side attractions taking advantage of the tourists’ presence.
General Ambiance
● With or without the presence of tourists.
● SHARED IMPACT SOURCES
● Tourist do not pay for theur use
A PRACTICAL APPROACH
● Individualist
● People who don’t want any problems before or during their vacation
Three more intermediate groups for a total of five:
● psychocentrics
● near psychocentrics

4. ● midcentrics
● near allocentric
● allocentrics.
Sixth group : traditionals - sightseers - journeyers - voyagers - pioneers - venturers.
1.The Recreational Orientation
2.The Second Orientation
3.The Experiential Orientation
4.The Experimental Orientation
5.This Orientation
Egoistic Pleasure Seeker:
● In this mode, the tourist experiences known feelings and outcomes and is able to predict
what moderately novel environments may produce, and varies their intensity to a
measured degree through choice and decisions.
Re-discoverer
● the tourist begins to rediscover him or herself as he/she seeks to apply some form of
effort in order to re-establish known skills and capabilities
Knowledge Seeker
● Novelty seeking moves beyond self-gratification when becoming exploratory and when
the mind is seeking.
Holist
● If exploratory behavior becomes spontaneously playful, experimental and seeking
existential, emotional convergence, activity becomes creative and holistic as moments are
experienced as Gestalts rather than differentially experienced details.
3.The Destination Typologies
1.Plog
2.Pearce
3.Cohen/Lengkeek
4.Gnoth
4.Final Remarks
● What popularly are called tourist profiles orlifestyles and the existing interest in these
typologies for marketing reasons have to behandled with a certain caution.
Ideal Customer Profiling: The Process of Identifying your Most Profitable Prospects
● Before you choose your marketing activities, you need to know who your customers are.
● The Process of Profiling your Ideal Customer
● Marketing Direct to your Ideal Customers
Profile of the Customer/Clients in Travel
1. Knowing specific, segmented marketing campaigns works better than general,
broad-based marketing campaign.
2. How to create an ideal client profile?
Nine (9) Tips for Creating an Ideal Client Profile
1. Demographics
2. Psychographics
3. Behavior analysis
4. Background story
5. Ideal Client Destination
6. Ideal Client Future Story
7. Ideal Client Objections
8. Ideal Client Risks (Positive risk, Negative risk)
9. Ideal Client day-in-the-life
How to Get the Data you Need to Create a Client Profile
Here are six ways you find the information you need to craft a powerful ideal 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.
How to Put your Ideal Client Profile to Work
1. Copywriting/design
2. Personalization
● Writing to one person - your ideal client - allows you to be highly specific in your
marketing and sales copy. You can personalize the message just for them.
3. Segmentation
● If you have enough data, you can segment your ideal client persona even further.
4. Alignment/resonance
● Your ideal client profile will help ensure that all of your marketing darts aim directly for the
bullseye
5. Decision-making
● A deep understanding of exactly who your ideal client is can also be a guide as to what
information you need to provide to help prospects, clients, and customers make a buying
decision.
How to Put your Ideal Client Profile to Work
Keep Your Message Strong
● When you use broad, general marketing messages that try to appeal to everyone, they
end up appealing to no one.
Customer / Clients in Hospitality
● The hospitality industry is a notoriously difficult industry to survive in.It is judged by
people who are using their disposable income and free time to do something they seek
pleasure from, so they are definitely less forgiving.