Motivation Theory: Explaining Tourist Behavior
Motivation theory "Crompton (1979) notes it is possible to describe the who, when, where, and how of tourism, together with the social and economic characteristics of tourist, but not to answer the question "why," the most interesting question of all tourist behaviour."
(Fodness 1994, p. 556) While motivation is only one of many variables in explaining tourist behaviour, it is nonetheless a very critical one, as it constitutes the driving force behind all behaviour (Fodness 1994). Motivation sets the stage for forming people's goals (Mansfeld 2000) and is reflected in both travel choice and behaviour; as such it influences people's expectations, which in turn determine the perception of experiences. Motivation is therefore a factor in satisfaction formation (Gnoth 1997). Basic motivation theory suggests a dynamic process of internal psychological factors (needs, wants and goals), causing an uncomfortable level of tension within individuals’ minds and bodies, resulting in actions aimed at releasing that tension and satisfying these needs (Fodness 1994). Motives, implying such an action, require the awareness of needs, as well as objectives, promising to satisfy these now conscious needs in order to create wants and move people to buy (Goosens 2000). Objectives or goals are presented in the form of products and services, it is therefore the role of marketing to create awareness of needs and suggest appropriate objectives, promising the satisfaction of these (Mill and Morrison 1985). Several authors suggest (Dumazedier 1967, Krippendorf 1987, Parker 1983) that in the Western World free time and holidays are connected to the concept of self-actualisation or self-realisation. The latter defined by Grunow-Lutter (1983. p. 76) as "a person's dynamic relationship between the real and the ideal self, constituting a process of decreasing the distance between these two cognitive systems, themselves subject to continuous change." It is the individual's aim to
(Fodness 1994, p. 556) While motivation is only one of many variables in explaining tourist behaviour, it is nonetheless a very critical one, as it constitutes the driving force behind all behaviour (Fodness 1994). Motivation sets the stage for forming people's goals (Mansfeld 2000) and is reflected in both travel choice and behaviour; as such it influences people's expectations, which in turn determine the perception of experiences. Motivation is therefore a factor in satisfaction formation (Gnoth 1997). Basic motivation theory suggests a dynamic process of internal psychological factors (needs, wants and goals), causing an uncomfortable level of tension within individuals’ minds and bodies, resulting in actions aimed at releasing that tension and satisfying these needs (Fodness 1994). Motives, implying such an action, require the awareness of needs, as well as objectives, promising to satisfy these now conscious needs in order to create wants and move people to buy (Goosens 2000). Objectives or goals are presented in the form of products and services, it is therefore the role of marketing to create awareness of needs and suggest appropriate objectives, promising the satisfaction of these (Mill and Morrison 1985). Several authors suggest (Dumazedier 1967, Krippendorf 1987, Parker 1983) that in the Western World free time and holidays are connected to the concept of self-actualisation or self-realisation. The latter defined by Grunow-Lutter (1983. p. 76) as "a person's dynamic relationship between the real and the ideal self, constituting a process of decreasing the distance between these two cognitive systems, themselves subject to continuous change." It is the individual's aim to