types of tourism motivation

Travel Motivation

There is always a motive behind everything happens in this world. Always there is a motivation in doing any work or anything. There are mainly two factors in behind happening anything it may be pull factors or push factors. In tourism, behind the movement of tourist there are various motives, it may may be leisure, business, pilgrimage or any other.

As we know tourism is a people centric and one of the fastest growing industry. Assessing behavior and motivations of tourist is a critical task as travel decisions of tourist depends on it. Travel has been a nomadic urge in human earlier in quest of food. As humanity grows desire for shelter came into being and with the rises of civilization search of trade bundles with safety and security. The game changing moment for mass tourism comes with the rise of leisure time. Assessing motivations of tourist is a critical task as travel decisions of tourist depends on it.

Motivation is an intrinsic property of a human-being that arises from the inside or of psychological origin. A combination of internal and external forces that motivates to drive the tourism industry. To satisfy all the levels of needs such psychological, physiological, etc. humans travels. It tells of tourist attempt to satisfy their recognized need and strongly influence decisions made by tourist in every steps of decision. Various theories have been developed to reveal the most important question why people travel?

The answer to this question is influenced by the nature of the travel motives.

4.  Types of Motivation  

Motivation can be classified into categories:  

1.  Intrinsic Motivation:  

this type of motivation comes from the inside through the core of the heart and mind of the tourist to do any specific work. t is defined as the performing of an activity for its intrinsic motivation that emerges from an individual’s inherent satisfactions, enjoyment, challenge entailed, interest or the feeling of inner pleasure that drives from the task rather than for some external pressures, or rewards or any separable consequence.

2. Extrinsic Motivation:  

  All the external factors which tends and individual to do any specific work. Individuals performs certain activities in order to attain or receive something from the outcomes. It involves executing an action influenced by the outer stimuli, to attain an external reinforcements or rewards from others such as money, praise, status etc.

Travel Motivation Theories

The tourist selecting to travel for business, leisure, pilgrimage, adventure or for other reasons, depends on motivation to visit destination. There are some common factors influencing tourist travel decisions such as 

•      Availability free time

•      Disposable income

•      Age and status

•      Attractiveness of destinations

A. Gray’s Travel-Motivation Theory .

 Gray explains the motivation of individual and given two motives for travel:

Wanderlust:   

It describes the motive or the desire to go from a known to an unknown place. It is travelling from or leaving a familiar places to go and see different or unfamiliar places. It is about going to different destinations to experience monumental and socio-cultural heritage.

It is a type of travel to a destination that can provide the tourist with specific facilities or better amenities. It is travelling for particular purpose or facilities that are not available in place of residence of the tourist.

B. McIntosh and Goeldner Categorization of Travel Motivation 

McIntosh has stated that basic travel motivators may be grouped into four broad categories:  

1. Physical Motivators 

These types of motivation are concerned with the individual physical health and well-being involves physical relaxation and rest, sporting activities, medical care or treatment and specific remedial health management. It include physical motivators that are concern with health from recreation to attending yoga camp to medical treatment for upkeep of health. 

2.Interpersonal Motivators   

Human are social animal and always keen to make new friends, have a desire to visit and meet relatives and friends, or simply want to escape from the daily hassles of everyday life. These type of motivators are termed as interpersonal motivators.

3.Cultural Motivators

Cultural motivators are describe as curiosity that tourists have and want to experience different people’s cultures and lifestyle. These are related with tourists desire to travel to different destination, in order to know about other countries, people, their culture, tradition, life style, art, music etc.

4.Status and Prestige Motivators    

Tourists travel to secure respect among their friends or in family and recognition of education and knowledge or for pursuit of hobbies. These types of motivators are identified with the need for fame and status or of personal esteem and personal development. It also include travel for business or professional interests. 

C. Anomie and Ego Enhancement Motivation Theory

            Dann investigated two push factors and proposes that motivational factors can be grouped into anomie and ego enhancement. 

Anomie refers to the need and desire to rise above the feeling of loneliness and quarantine inherent in everyday life and to get away from daily hassles. It is associated with search for life’s meaning and interaction with family and friends and social communication. The anomic tourists are mainly young, married, male mostly repeat visitors. They are from urban and rural areas and are above-average socio-economic status.

2.Ego enhancement  

Ego-enhancement tourists are the opposite end of spectrum. It derived from desire and need for recognition. The individual’s desire and need for social recognition is mainly associated with it and is achieved through the status or ego enhance conferred by travel. Ego-enhancement tourists are likely to be female, married or single mostly first-time visitors. They are older than anomic tourists and typically from lower socio-economic group. 

Dann argues that push factors are logically, and often an antecedent to pull factors. The question that  ‘what makes tourists travel’  can only be recognized through the push factors. As the tourist to take two different difficult decisions at two diverse times i.e. “whether to go” and “where to go”. 

D. Push and Pull Theory

Crompton identified two different levels of socio-psychological motivation. The first level of motivation is the desire to travel, that drives the initial decision for a trip or a vacation. It subsequently facilitates individual’s decision for destination. The second level of motivation drives the decision of selection of destinations. After the initial decision for making a trip, various motivation factors comes into being that impact the selection of destination. Crompton proposes two groups of motives among pleasure vacationers, one that push for a trip or tour are socio-psychological motives, while another factors that pull are cultural motives. 

1.Push Factors.   

Push factors are those factors which motivate people to travel. Push factors are initiating travel desire of an individual to engage in recreational activities or tourism. .Push factors are the inner motives which tends tourists to seek activities for needs fulfillment. Some push factors of travelling are:

•      Exploration and evaluation of self.

•      Escape from a perceived mundane environment.

•      Relaxation.

•      Health and fitness.

•      Re-experiencing family.

•      Facilitation of social interaction.

•      Enhancement of kinship relationships.

•      Novelty.

•      Cultural experiences.

•      Education.

•      Prestige.

2.Pull Factors 

All the external factors that pulls or attracts and individual towards some specific things or any destination. Pull factors appear due to the attractiveness and the attributes associated with the destination. It is related to the external condition, cognitive aspects or choices available on a destination such as attractions, climate, culture etc. Everyone has unique taste and choices which attract or pull individuals experience the destination. Identifying a set of pull factors that can be applicable to all sites is possible as different destinations have different or unique set of pull factors. 

Pull factors were characterized by  facilities ,  core attractions  and  landscape features .

•      The  facilities factor  encompasses all tourism facilities of a destination including fooding, lodging, roads, hospitality and security. 

•      The  core attractions  factor includes all those activities and services available for tourism. It includes sports activities, night life, entertainment and amusement and shopping facilities. 

•      The  landscape features  pull factor strongly relates to the geographical and sociocultural features of destination i.e. natural and cultural environment of destination. 

E. Escaping and Seeking Motivation of Mannell and Iso-Ahola

Mannell and Iso-Ahola   defined the motivation in socio psychological perspective. A two-dimensional model of tourist motivation where both the forces simultaneously influence tourists’ behaviour. The theory consists of both personal and interpersonal escape & seeking motives together. An individual perceive that satisfaction can be feel from leisure related activities, for two major reasons 

Escaping  – the desire to get out from the monotonous environment of work.

Seeking  – the aspiration to get intrinsic psychological rewards from other or self through traveling 

Tourist are motivated for leisure or tourism related activities in order to get away from the personal and/or interpersonal problems of day to day hustle and bustle of life and get personal and/or interpersonal rewards from passive and active tourism activities.

Personal rewards  are more about individual satisfaction includes exploration and relaxation; learning, challenge, a sense of competence etc.

Interpersonal rewards  are arising from social interaction with family and friends or with other people in destination.

Intrinsic rewards  arise from the activity that provide certain feelings, such as a feeling of mastery and escape from the monotonous environment. 

F. Travel Career Ladder (TCL)

The travel career ladder approach was proposed by Pearce. The approach is based on Maslow’s hierarchy of needs theory of motivation. 

Following Maslow theory, the proposed model sees the needs of travelers is organized into a hierarchy or ladder model. Biological needs including relaxation at the foundation level, followed by safety needs and relationships needs, and in line selfesteem and development needs, and fulfillment needs at the highest level.  

The model identified five steps of hierarchy affecting tourist behaviour. It suggests that a group of needs in the ladder steps or level can be dominant at a particular time but travel motivation of tourist may derive from the different level of ladder. It emphasizes all the motives for traveling of a tourist, rather than a single motive. TCL proposes that every individual or tourist headway upward through hierarchy levels with accumulated travel experience and psychologically maturity. 

This shows that travel motivation changes as tourist acquire experiences in tourism developmental and dynamic motivations process. An individual can descend or ascend on the ladder as the direction of the change in level may vary with the experience. Some individuals may undergo every steps or level on either side of the model or may ascend the ladder on one side of the schema. Each individual every time not seek the similar type of experience or fulfillment from travel.  For example: First time visitor may be more cautious of safety and security then repeat visitor due more knowledge and experience about the destination or of trip. 

G. Travel Career Pattern (TCP)

The TCP model is modification of the earlier Travel Career Ladder (TCL) approach. The TCP emphasis on motivations patterns of tourist over their life cycle because of different motivation and its impact on their travelling experience. Travel experience plays a driver role for changing travel motivations which has crucial part in

TCP model. Travel experience is the collective changes in an individual’s perspective about self and environment due to tourism activities and events that individual passes through in course of travelling. 

Pearce suggested three layers of travel motivation:

Layer 1-  It is the core of the TCP and includes common motives such as escape, relaxation, health and fitness, social interaction etc. 

Layer 2-  It comprises series of moderately important motivators that surround core layer of motivations. It related to self-actualization and interaction of guest with the host society and environment. 

Layer 3-  The outer layer of model embraces motives with lesser importance such as social status and nostalgia.

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Motivation for Travel | Theory: Plog, Maslow, Hudman, Krippendorf, Nickerson, General Theory

• Post last modified: 13 January 2023
• Reading time: 33 mins read
• Post category: Tourism

What is Motivation for Travel?

Travelers are motivated to satisfy a need, and they have a perception of what will satisfy their needs. At the same time, travelers have a perception of the attractions of the destination and whether the attractions satisfy their needs. If both sides are agreed, travelers are motivated to visit that destination.

Table of Content

• 1 What is Motivation for Travel?
• 2 Travel Motivations
• 3.1 Economic Capacity
• 3.2 Spare Time
• 3.3 Psychological Factors
• 3.4 Group, Family and Social Atmosphere
• 3.5 Relaxation and Health
• 3.6 Exploration and Risk-Taking
• 3.7 Spirit and the Appreciation of Beauty
• 3.8 Social Interaction
• 3.9 Business Affairs and Official Matters
• 3.10 Family Responsibilities
• 4 Plog Theory
• 5.1 Psychological Needs
• 5.2 Safety Needs
• 5.3 Personal Interaction Needs
• 5.4 Esteem Needs
• 5.5 Self Actualization Needs
• 6.3 Pleasure
• 6.4 Religious and Spiritual Appreciation
• 6.5 Professional and Business
• 6.6 Friends and Relatives
• 6.7 Roots Syndrome
• 7.1 Recuperation and Regeneration
• 7.2 Compensation and Social Integration
• 7.4 Communication
• 7.5 Broadening of the Mind
• 7.6 Freedom and Self-Determination
• 7.7 Self Realization
• 7.8 Happiness
• 8.1 Physiological Needs
• 8.2 Safety Needs
• 8.3 Personal Interaction Needs
• 8.4 Esteem Needs
• 8.5 Self Actualization Needs
• 9.1 Travel Personality
• 9.2 General Personality

The Definition of “Motivation” A motivation is a wish that prompts people to take action, work hard to achieve a goal, and satisfy a certain kind of need. For example, when a person is hungry and there is a need to appease his or her hunger, a motivation to search for food is formed.

Therefore, people’s activities of all kinds are driven by their motivations, and they govern people’s actions.

Travel Motivations

• Why do we go travelling?
• Why do we choose to travel to a certain place?
• Why do we participate in a certain travel activity?

These are essentially questions about tourists’ travel motivations. Travel motivations directly spur people’s travel activities.

A travel motivation is the psychological need of a person to participate in travel activities, and this kind of need will directly promote travel motivation; if you have motivation, a travel action will result.

However, in real life, the process from the formation of a travel motivation to the occurrence of an actual journey, action is a complex one.

During this process, when people have a need to travel, they must also have corresponding individual factors and external environmental conditions, such as physical fitness, financial status, weather and transport, etc Factors that Influence Individual Travel Motivations

10 Motivation for Travel

These are the motivation for travel which discussed below:

Economic Capacity

Psychological factors, group, family and social atmosphere, relaxation and health, exploration and risk-taking, spirit and the appreciation of beauty, social interaction, business affairs and official matters, family responsibilities.

Economic capacity is the basis on which all needs are formed. Because travel is a kind of consumer behavior, the ability to pay the various types of charges involved is of course necessary. When a person’s economic income can only support his or her basic living needs, he or she will not form a motivation to go traveling.

As an economy develops, in countries and regions where citizens’ income increases, the tourism industry becomes more developed, and the number of people who go traveling climbs, or drops when the opposite applies.

Spare time refers to the time that people can freely allocate to taking part in pastimes and entertainment or anything else they enjoy participating in after their daily work, study, living, and other compulsory time commitments.

Therefore, spare time is an important condition for the realization of travel activities. In developed countries, labor protection laws are relatively strong and workers have statutory holidays, both of which ensure that people can form travel motivations.

Travel motivations are a form of individual psychological activity and are inevitably influenced by various aspects such as individual interests, hobbies, profession, attitude to life, understanding of the surrounding environment, level of education, and family.

Social Factors that Influence Travel Motivations. It is only when the economy of a country or region is developed that it will have enough resources to improve and construct travel facilities, develop tourist attractions and promote transport development.

Road transport facilities, accommodation, catering, and service standards at a destination are important factors in the tourists’ choice of destination, and also affect their formation of travel motivations to a large degree, especially for tourists with relatively high hospitality expectations.

Group or social pressure can also influence people’s travel motivations. For example, travel activities organized by enterprises, or travel awards, etc. encourage people to form their own travel motivations involuntarily, and travel activities subsequently take place.

Social surroundings can also influence people’s travel motivations. Colleagues, friends, and relatives travel behavior and travel experiences can always influence others, or lead to the formation of comparative psychology, making people form identical travel motivations, and leading to the formation of a kind of imitative travel behavior.

People who have stressful or monotonous daily lives or work participate in travel activities such as relaxing travel and recuperation holidays in order to relax and loosen up, as well as keeping healthy and finding entertainment.

For example, natural scenery, historical monuments, parks, the seaside, hot springs recuperation areas, etc., are all tourist choices for this type of travel motivation.

Travelers who are curious, knowledgeable, and adventurous, such as the Himalayas climbing parties and North Pole explorers.

For travelers with this kind of motivation, their travel activities are mainly directed at distinctive, beautiful things and phenomena in the natural world, as well as to visiting museums, exhibition halls, and famous tourist attractions, and participating in various types of theme-based travel activities, etc.

People all go traveling to meet friends and relatives, to find their roots and search for their ancestors, and to get to know new friends, etc.

Travelers in this category require that the personal relationships they maintain in the course of their travels be friendly, cordial, and warm-hearted, and want to care for Religious Faith People who have a religious faith go traveling to participate in religious activities and take part in religious studies, and those who travel driven by religious faith motivations do so mainly to satisfy their own spiritual needs. Religious travel is divided into two categories: pilgrimages, and missionary work.

People go traveling for various types of business and official activities, such as special trips to buy goods or diversions to a certain place to go traveling; business trips to a certain place to take part in academic observation, communicate, etc.

Travel activities participated in by groups, government delegations, and business associations, etc., that go to a certain place for discussions, etc.

Because they are busy at work, people will normally neglect to take care of and look after their family members and friends. For these people, they go traveling to satisfy a responsibility or obligation to their parents, wife or children, or to relax and have fun with friends.

Therefore, every summer, the number of family-based tour groups will increase greatly.

Plog Theory

Based on Plog’s theory, travel motivations are related to a very narrow spectrum of psychographic types:

• Educational and cultural motives to learn and to increase the ability for appreciation, scientific research; trips with expert leaders or lecturers.
• Study of genealogy such as visits to their ancestor’s homeland to trace their root.
• Search for the exotic, such as the North Pole and the South Pole, the Amazon, etc.
• Satisfaction and sense of power and freedom such as anonymity, flying, control, sea travel, fast trains.
• Gambling – Las Vegas, Atlantic City, Monte Carlo, Bahamas, Puerto Rico.
• Development of new friendships in foreign places.
• Sharpening perspectives such as to awaken one’s senses, heighten awareness.
• Political campaigns, supporting candidates, government hearings.
• Vacation or second homes and condominiums Near-Allocentric Motivations.
• Religious pilgrimages or inspiration.
• Participation in sports events and sports activities.
• Travel as a challenge, sometimes a test of endurance such as exploring mountain climbing, hiking, diving.
• Business travel, conference, meeting and conventions.
• Theatre tours, special entertainment.
• A chance to try a new lifestyle Midcentric Motivations.
• Relaxation and pleasure travel just for plain fun and enjoyment.
• Satisfying personal contacts with friends and relatives.
• For health reasons such as to change the climate, sunshine, spas, medical treatment.
• The need for a change for a period of time.
• An opportunity to escape from life’s problems.
• The real or imagined glamour of the destination.
• Appreciation of beauty such as national and state parks, forests, lakes, wilderness areas, canoe trips, ocean shores.
• Sensual indulgence such as food, comforts, luxuries for the body, romance, sexual.
• Enjoyment, rest, relaxation.
• Shopping such as souvenirs, gifts, expensive possessions like cameras, jewels, furs, cars, antiques, art.
• Joys of transportation – cruise ships, gourmet meals, buffets, comfortable trains, buses, airplanes, autos.
• Pleasure of pre- and post-travel includes planning the trip, anticipation, learning, dreaming. family or personal matters.

Maslow’s Hierarchy of Needs

Maslow (1971) distinguished five different levels of psychological needs ranging from physiological needs to self-actualization. According to his theory, the satisfaction of people’s basic needs is a prerequisite for the satisfaction of the higher needs.

Maslow argues that all behavior is motivated by psychological needs, for behavior serves to fulfill those needs physiological needs:

Psychological Needs

Safety needs, personal interaction needs, esteem needs, self actualization needs.

These are needs required by humans to sustain their existence and prolong their lives and are the minimum basic needs, including needs relating to food, water, oxygen, sleep, a place to live and warmth, as well as clothing, food, shelter, mobility, sex, and other psychological functions.

If these needs cannot be fulfilled, human existence becomes a problem.

These are needs that represent human desires to protect their own bodies and minds from injury and to guarantee safety and stability. For example, needs relating to health, a safe and orderly environment, a stable career, and the avoidance of unforeseen accidents.

When a person’s physiological needs have been fulfilled, he or she will want to fulfill such safety needs.

Personal interaction needs include the need for love and a sense of belonging. The need for love refers to the fact that people all hope to achieve harmonious relationships with friends and colleagues or to maintain friendships; everyone wants to love others and be loved.

In addition, the need for a sense of belonging refers to the fact that people all want to have a sense of belonging, and want to gain the acceptance of a certain group and to be included and valued by it, as well as for its members to care for and look after each other.

These are human desires to gain other people’s respect, a satisfactory status, due human rights, reputation, and prestige, and to realize a certain social position.

These are human desires for the need to give full play to one’s own potential and to realize one’s own ideas and aspirations, including the seeking of knowledge, the appreciation of beauty, creativity, achievements, etc.

Maslow considered self-realization to be mankind’s highest level of needs, which signify a full, enthusiastic, wholehearted experience of life.

Hudman’s Motivators of Travel

These are some hudman’s motivators of travel theories :

Religious and Spiritual Appreciation

Professional and business, friends and relatives, roots syndrome.

People travel for improving their health. They would go for leisure and medical treatment to relax and entertain themselves. Natural landscapes, historical sites, coastline, spas, and resorts are the destinations of these travelers.

Curiosity People travel because of curiosity, inquisitiveness, and adventure. Politics, culture, public figures, physical features, and disaster would attract these travelers.

People travel for sports to release their pressure and fantasize about being an athlete. Being a spectator could experience the atmosphere of the competition, and have social contributions such as connecting with other audiences and meet new friends.

Vocation relates to pleasure because it could give routine life a break. People would try new things and participate in activities that would make them feel happy, such as visiting art museums, watching operas and gambling, etc.

People travel for spiritual needs. They visit religious headquarters usually because of religious reasons. In this way, they could have a stronger belief in their religion. On the other hand, many travelers gain satisfaction by the appreciation of natural landscapes, art performances, and visiting museums and historical sites.

People travel for business such as scientific expeditions, business meetings, conventions and education.

People travel because they want to visit their friends and relatives; it shows their care of family and friends.

People travel to trace the root of their family or the culture of their homeland. Pedigree research and hometown exploration are the common activities of these travelers.

Many people travel for gaining respect from others and a satisfying social status because one with plenty of travel experience and knowledge of different countries is usually admired by others.

Krippendorff Reasons for Travel

Research on reasons for travel uncovers an endless list of travel motivations. Apparently, people want to ‘switch off, relax’. They want to ‘get away from everyday life, ‘recover strength’ and ‘experience nature’ ( Krippendorff, 1997 ). Krippendorff (1997) distinguishes eight reasons for travel:

Recuperation and Regeneration

Compensation and social integration, communication, broadening of the mind, freedom and self-determination, self realization.

People get tired during working weeks, and use vacations to replenish their ‘bodily and mental strength’.

Tourism compensates for everyday social failure by presenting another world next to everyday dreariness.

Everyday life contains more and more aspects of stress; people want to escape from this.

Traveling abroad gives people a chance to gain human warmth, to establish contact with other people.

People want to satisfy their interests in other cultures and nature.

Tourists are in a position to largely make up their own rules; they are free from any obligations.

An unfamiliar and strange environment offers a great chance for investigating and enhancing the Self.

Vacations are highly associated with joy and pleasure, so happiness becomes a reason for embarking on a holiday trip.

Travel is a complex social action, and tourists use to travel to satisfy their own various needs. At the same time, under the influence of external environmental conditions, motivations always change as the environment changes.

Therefore, the same tourist’s motivations for going on different trips will differ from each other. At the same time, a lot of travel motivations do not just involve one motivation but may include various kinds of motivations.

Nickerson’s Travel Motivations

Furthermore, following the above reasons for travel, tourism seems to serve psychological needs. Nickerson (1996) argues that deep psychological needs are the basic motivators for tourism. She uses Maslow’s “Hierarchy of Needs”, a theory about psychological needs and motivation to describe people’s motivation to travel.

Nickerson applied the Maslow’s Hierarchy of Needs to describe travel motivations as below:

Physiological Needs

This can explain why people go to the seaside or a mountain retreat to avoid the heat; these are all actions required to be performed by certain physiological conditions inside the human body.

To travelers, safety needs are expressed in terms of the safety of people’s life, property, and psychology. They hope that in the course of a journey, no vehicle or boat accidents occur, they don’t get sick, they’re not robbed, they don’t have things stolen, and that they safely complete the entire journey, etc.

They also hope to achieve a psychological feeling of security. For example, they hope there is no political upheaval or war in the country they go to and that social order is sound there, etc.

Although the natural scenery and human cultural landscape of some countries are extremely rich, tourists would lose the motivation to travel there if the country has been involved in a long period of upheaval or war.

Therefore, the need for safety is one of the most important factors that influence people’s travel behavior.

Tourists’ personal interaction needs have diverse characteristics. People who go traveling all want to be able to travel together with close friends, get to make new friends in the course of their journey, understand different cultures and customs through interaction with local people, or enhance their friendships by visiting friends and family.

Therefore, travel is one of the most effective activities for people to make new friends, meet up with old friends around the world, and promote contact between people.

A person who has experience of frequent travel and knows a lot about different countries and regions is often admired and respected by others, which helps to fulfill the need to be respected as an individual.

Travel can involve a search for stimulation, challenging oneself, and acquiring knowledge about new things, and this kind of travel involves expressing one’s own self-value to fulfill self-actualization needs. For example: climbing Mount Everest.

The Push-and Pull Theory In 1977, Dann, a U.S. academic, put forward the push-pull theory of travel motivations. He considered that travel behavior was influenced by both push factors and pull factors. People travel because they are “pushed” into making travel decisions by internal, psychological forces, and “pulled” by the external forces of the destination attributes.

Travel Personality and General Personality Theories

Travel personality, general personality.

As stated before, motivation, opportunity, and ability are not the only determinants of tourist behavior. Personality influences traveling behavior too. For example, people who want to climb Mount Everest, in general, have certain personality traits in common.

Most of those people will have a tendency to sensation seeking, for climbing mountains is performing risky behavior.

The personality dimensions used are commonly used in personality psychology. Therefore it seems relevant to explore a few basic aspects of these theories. Four personality dimensions are used to describe tourists in order to indicate motivations for different types of travel:

• Activation: A guest’s level of excitement, alertness or energy.
• Variety: The need for change or novelty.
• Extraversion or introversion: The extent to which a person is outgoing and uninhibited in interpersonal situations.
• External or internal locus of control: The way people perceive whether or not they themselves are in charge of the happenings in their lives.

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The different types of Tourism according to Cohen, UNWTO, motivation and type

Types of Tourism according to the UNWTO

Types of tourism according to cohen:, types of tourism according to motivation, types of tourism according to type and purpose of the trip.

Would you prefer to listen rather than read????

The Tourism industry has a direct impact on the global economy. In 2019 alone, 1.4 billion international arrivals were recorded, which is equivalent to one-fifth of the world’s population .

Due to the number of components that play an active role in tourism, there are an infinite number of criteria that can be used to classify it. In this article we will share what we consider to be the most significant of these criteria.

The World Tourism Organization defines three basic types of tourism in its glossary :

• Domestic Tourism : these are the activities carried out by a person within their country of residence as part of a touristic trip.
• Inbound Tourism : carried out by a non-resident tourist in the destination as part of a touristic trip.
• Outbound Tourism : tourism activities undertaken outside the country of residence.

 These types can be combined with each other to give rise to other categories:

• Internal Tourism : combines domestic and inbound tourism, as it encompasses the activities that both foreigners and nationals undertake within the borders of a country.
• National Tourism : Combines domestic and outbound tourism, as it involves trips made by residents of the same country both within and outside its borders.
• International Tourism : carried out both by residents outside their country of residence (outbound) and by foreigners within the borders (inbound).

Beyond this categorization, there is a sociological approach, in which Erik Cohen, sociologist and winner of the UNWTO Ulysses Prize for his contribution to the knowledge of tourism, defines different types of tourism associated with the organization of the trip, as well as the nature of the interaction with the destinations.

Institutionalized

• Individual mass : this is the tourist who goes to an agency in search of a tourist package. They make individual trips, taking advantage of the destination’s infrastructure established for mass tourism.
• Organized mass : these travelers take organized tours where all the details are covered and there are no surprises of any kind. It is usually family tourism without any major variations.

Non-institutionalized

• Drifter : this is the independent tourist who backpacks. They do not depend on the infrastructure and have little influence on the destination, as they interact with the environment and usually integrate with it.
• Explorer : This is the tourist who seeks new experiences, often extreme. The definition they use is “off the beaten track.” They prioritize the experience and can sacrifice comforts.

Cohen also proposes a division based on the importance of travel in people’s lives .  There are five types of experience: 

• Fun or recreational tourism
• Distraction tourism
• Experiential tourism
• Experimental tourism
• Existential tourism

Valene Smith, a key figure in the Anthropology of Tourism, defines in her introduction to “Host and Guest” the following types of tourism, according to the motivation of the trip:

• Recreational
• Environmental

And later she expands the classification according to Tourist types , where she describes:

They engage with the destination environment and are willing to adapt their behavior to the environment. They choose to visit less-traveled places and do not want to be seen as tourists.

Elite tourists

They also travel in small groups and adapt to local life, but for a limited time. They demand more amenities.

Off-beat tourists

These are independent tourists who break away from traditional itineraries and are looking to see new places. They use guidebooks for tips.

Unusual tourists

They travel on package tours or tours to visit indigenous communities. Their interest in local cultures is contemplative, and they demand the comforts of modern life so as not to take risks in the exchange.

Incipient mass tourists

Although not large in volume, these groups are beginning to demand infrastructure in the destinations they visit.

Mass tourists

They do not forgo the comforts of their country of origin and expect to be served in their own language.

Charter tourists

They purchase tours for short periods of time, demand high-quality services and have almost no interaction with the local environment.

There are infinite approaches and classifications for tourism around the world. A study by the Inter-American University for Development (UNID) makes an interesting distinction between “Classification” and “Typology” in which it defines eight kinds of tourism according to their form, which can, in turn, be subdivided into types.

Beyond these broad approaches, there is a series of categories approved by the UNWTO that is defined by the destination and purpose of the trip , and can be summarized as follows:

Rural Tourism

This takes place in destinations with low population density where agriculture and forestry are prevalent. The main objective is to experience nature, culture and productive activities.  

• Angling tourism
• Observation tourism

The core element is responsible contact with the natural environment, where the tourist observes and carries out activities in the open air.

• Bird watching
• Observation of autochthonous species

Adventure tourism

Tourism in contact with nature, involving physical dexterity to undertake activities that are generally carried out in the open air.

• Scuba diving
• Sport fishing

Cultural Tourism

This takes place in destinations that have a remarkable cultural heritage and preserve its value. The objective is to discover and enjoy these values and traditions.

• Field trips
• Artistic performances
• Festivals or other cultural events
• Visits to sites and monuments

Business Tourism

Regardless of the destination, the reason for the trip is business or professionally motivated. This type of tourism entails a specific approach, as it is carried out by demanding travelers, with little time and particular needs.

• Attending conferences and congresses
• Attending Trade Fairs and Exhibitions
• Other professional and business reasons

Gastronomic Tourism

The trip must involve culinary experiences in the destination, which can range from enjoying a meal to learning how to cook. 

UNWTO notes the high potential of this category as a sustainable activity to boost the development of local economies and promote inclusiveness.

A growing trend worth highlighting is Wine Tourism.

Coastal, Maritime and Inland Water Tourism

Includes all water-related activities. The most prominent category is Sun and Beach Tourism . However, the following should not be overlooked:

• Inland river navigation

Urban Tourism

This tourism takes place in a non-agricultural economic environment. Urban destinations offer a wealth of experiences related to art, architecture, commerce, social activities and good transport connectivity

Health tourism

Relates to the physical, mental or spiritual health benefit that travel can offer, provided by specific activities.

• Medical tourism
• Wellness tourism
• Spiritual tourism

Mountain Tourism

The nature of the trip is determined by the relief of the destination. It is not related to adventure sports, but to enjoying the attributes of the environment.

Educational Tourism

The objective is focused on acquiring new skills and knowledge.

• Exchange trips
• Language courses
• Tours for school groups

Sports Tourism

This is aimed at those who are going to enjoy or watch a sporting activity.

• Attending the Football World Cup
• Attending the Olympic Games
• Sports Delegation Trips

Each category will also be defined according to the needs and possibilities offered by the tourist destination, but in principle it is important to be able to sustain a basic classification in order to guide the statistics and to be able to work on comparisons and equivalences, depending on the focus we are addressing.

Bibliography

Erik Cohen , Major trends in contemporary tourism . Department of Sociology and Anthropology. The Hebrew University of Jerusalem, 2004

Erik Cohen , The sociology of tourism: Approaches, issues and findings.  in  Annual Review of Sociology, 10,373-392., 1984

Smith, Valene , Hosts and guests. The anthropology of tourism . Philadelphia, University of Pennsylvania Press, 1989. 

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Demographic factors and travel motivation among leisure tourists in Tanzania

International Hospitality Review

ISSN : 2516-8142

Article publication date: 3 April 2020

Issue publication date: 14 July 2020

To examine demographic factors and travel motivations among leisure tourists in Tanzania. Specifically by examining the influence of demographic factors on travel motivation among local and international leisure tourists in Tanzania.

Design/methodology/approach

Approach is quantitative and applied descriptive statistics, independent t -test and ANOVA.

The findings showed that age, gender and family size as demographic factors significantly influenced travel motivation among local and international leisure tourists.

Research limitations/implications

Future studies to consider different approaches including collection of data during the peak season, use qualitative method and conduct studies in other parts of the country to explore demographic factors and travel motivations of tourists.

Practical implications

To assist tourism stakeholders in their design of promotional tools to market tourism products/services to different tourists as opposed to homogeneous marketing campaigns.

Originality/value

Examined the influence of demographic factors and travel motivation among local and international leisure tourists in the context of Tanzania.

Demographic factors

Travel motivation.

• Leisure tourists

Kara, N.S. and Mkwizu, K.H. (2020), "Demographic factors and travel motivation among leisure tourists in Tanzania", International Hospitality Review , Vol. 34 No. 1, pp. 81-103. https://doi.org/10.1108/IHR-01-2020-0002

Emerald Publishing Limited

Copyright © 2020, Nasra Shoka Kara and Kezia Herman Mkwizu

Published in International Hospitality Review . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

Introduction

Travel motivation is commonly acknowledged as a crucial concept to most tourism professionals and theorists ( Lam and Hsu, 2006 ). Travel motivation has been known as a driving force behind understanding behavior ( Venkatesh, 2006 ). The concept of travel motivation is not new ( Pearce and Caltabiano, 1983 ). Researchers around the globe have applied travel motivation to determine individual's satisfaction level ( Snepenger et al. , 2006 ; Lemmetynen et al. , 2016 ; Celik and Dedeoglu, 2019 ; Preko et al. , 2019 ), predict leisure participation levels ( Yan and Halpenny, 2019 ), identify travel patterns ( Pearce, 1987 ; Cavagnaro and Staffieri, 2015 ), understand tourists’ travel decisions and consumption behavior ( Chang et al. , 2015 ) as well as to develop more effective strategies and policies to increase demand for tourism ( Heung et al. , 2001 ; Papatheodorou, 2006 ). The complex nature of this concept has pushed many researchers to come up with different travel motives. However, the central themes behind it revolved around push and pull factors/motives. Push and pull factors have been extensively employed to assess tourists' travel motivations ( Kanagaraj and Bindu, 2013 ; Michael et al. , 2017 ; Wijaya et al. , 2018 ).

In Tanzania, tourism plays a significant role in the country's economy and one among the crucial sectors in generating foreign exchange ( Tanzania Tourism Sector Survey, 2018 ). The sector indirectly offered 1,452,000 jobs in 2017 from 1,389,000 jobs offered in 2016 ( WTTC, 2017 ). Tourism in Tanzania generates about 17.5% of the total country's GDP and 25% of total foreign currency earnings ( Tanzania Tourism Sector Report, 2017 ). Tanzania is famously known for tourist attractions and home to the famous Roof of Africa, the Mount Kilimanjaro. Following these attractions, Tanzania has pulled thousands of international visitors from different parts of the world, thereby making the country be known as one of the competitive tourist destinations in sub-Saharan Africa ( Mkumbo, 2010 ). The WTTC (2017) projects a rising trend by 6.8% in 2027 of 2,267,000 international tourists to Tanzania.

On the other hand, the arrivals of domestic tourists to various tourist attractions in the country are not in the same pace as international travel market. Factors such as limited promotion, awareness, low income, inadequate information, media usage, marketing and service quality challenges such as infrastructure and trained staff have been reported to be among the factors affecting the performance of domestic tourism in Tanzania ( Wade et al. , 2001 ; Mariki et al. , 2011 ; Mkwizu, 2018a ; 2019 ; Mkwizu et al. , 2018 ). Some of the initiatives were done by the government to boost the travel market including setting preferential rates, establishment of the tourism training college for training purposes and introduction of intensive marketing campaigns to create awareness of tourism attractions. Despite all these efforts, there are more international tourists than locals visiting national parks. In 2018–2019, there were 731,351 international tourists compared to 464,933 locals that visited national parks ( Tanzania National Parks, 2019 ). The differences in tourist numbers can be attributed to the fact that Tanzania is the only country in the world that has allocated 25% of her land for wildlife and game-controlled reserves ( Tanzania Tourism Sector Survey, 2018 ). On the other hand, domestic tourists have been seen traveling mainly to visit their friends or relatives and sometimes they travel for leisure ( Mariki et al. , 2011 ). Therefore, there is need for more studies on whether the importance of travel motivations differs among the two groups.

Literature on consumer behavior acknowledges that travel motivation and needs are related ( Goodall, 1988 ), and this means that tourists may decide to take a vacation to satisfy their physiological needs such as food, health and learning. However, the decision of choosing a given destination to visit has been closely linked with sociodemographic characteristics. Woodside and Lysonski (1989) , Um and Crompton (1990) and Moscardo et al. (1996) are among the earliest studies that examined the role of demographic factors on tourists' destination choice with findings showing a link between demographic factors and visitors’ participation in tourism activities. For instance, increasing free time and disposable income have provided people with an opportunity to take part in outdoor activities ( Ibrahim and Cordes, 1993 ). Factors such as age and family structure have an impact on the decision of an individual to participate in leisure activities ( Foot, 2004 ) .

Demand for leisure is also affected by individuals' age and gender ( Mieczkowski, 1990 ; Collin and Tisdell, 2002 ). Collin and Tisdell (2002) found that demographic factors have a role to play in influencing visitors' participation in tourism activities as well as the selection of vacation destination. What is not known is the role that demographic factors such as age, gender and family size play in influencing tourists’ travel motivation in Tanzania. Studies that examined the influence of demographic factors on travel motivation in Tanzania are limited. Existing literature in Tanzania has mainly examined demographic factors in relation to nature-based tourism and media such as Mariki et al. (2011) and Mkwizu (2018a) . Therefore, this study intends to uncover the missing gap by examining demographic factors and travel motivation among local and international leisure tourists in Tanzania.

Furthermore, this study is important in providing insight information on various demographic factors such as age, gender and marital status in influencing tourists’ travel motivation particularly for Tanzania. The information from this study can help tourism stakeholders to segment tourists based on their demographic traits.

Literature review

Travel motivation is viewed as an internal force that arouses and pushes an individual from choosing a particular destination with the intention of getting the desired benefits and satisfaction ( Pyo et al. , 1989 ; Yoon and Uysal, 2005 ). Motivation is viewed as a sociopsychological factor that pushes an individual to a new destination and take part in leisure activities ( Iso-Ahola, 1982 ; Beard and Ragheb, 1983 ). This study defines travel motivation as an internal motive that drives a particular tourist to take a leisure trip in Tanzania.

The complex nature of travel motivation has caused many researchers to come up with different travel motives. However, a good number of them focused on push and pull factors. These dimensions have been used extensively in most of motivation studies ( Kim and Lehto, 2013 ). Due to the importance of these two factors, researchers such as Dann (1977) , Crompton (1979) , Iso-Ahola (1982) and Epperson (1983) developed different motivation dimensions based on the idea of push and pull travel motives.

Mazilu and Mitroi (2010) defined demographic factors as descriptive segmentation technique, whereby sociodemographic factors are directly involved. Examples of sociodemographic factors commonly used by tourism experts ( Ma et al. , 2018 ; Mkwizu, 2018a , 2018b ) include age, gender, family life cycle, education, income and nationality. These variables are believed to be accurate in describing tourism market and predicting travel behavior patterns ( Weaver and Oppermann, 2000 ).

Age is considered to be a crucial demographic factor by tourism stakeholders because leisure demand can effectively be predicted through visitors' age ( Mieczkowski, 1990 ). Age is reported to have positive influence on individual's desire for relaxation and nature exploration ( Ma et al. , 2018 ). According to Spence (2002) , the probability of an individual to participate in wildlife activities varies with age, meaning that the probability of activity participation increases when an individual is young and decreases as that individual grows old.

Gender is one of the major factors influencing travel demand ( Collin and Tisdell, 2002 ). The travel patterns between men and women vary based on their travel motivation. According to Collin and Tisdell (2002) , men travel more than women. Men travel for business-related activities while women do travel mainly for visiting friends and relatives and prefer taking shorter-distance trips compared to men ( Moriarty and Honnery, 2005 ). Females are reported to be highly involved in shopping and are more affected by intrapersonal or structural constraints than men ( Josiam et al. , 2005 ; Andronikidis et al. , 2008 ). Cost, time and family commitments are among limitations for women to be active in travel activities ( Scott, 2005 ; Alexandris and Carrol, 1997 ). As a result, women have been seen participating more in shopping, dining and cultural activities than outdoor activities such as skiing while men are more likely to participate in adventure activities ( Xie et al. , 2008 ).

Marital status is one of the factors that affect vacation decisions ( Kattiyapornpong and Miller, 2008 ). It is important for marketers to have such information because they can use such details to predict one's travel patterns. For instance, Lee and Bhargava (2004) found that married couples spend less time enjoying leisure than singles. This is due to the fact that married couples have social and family obligations that limit their time to undertake holiday vacation or participate in sports activities ( Henderson, 1990 ; Downward and Rasciute, 2010 ). Singles prefer shorter but frequent trips ( Biearnat and Lubowiecki-Vikuk, 2012 ). Singles are assumed to have more free time to engage in various activities compared to those with a family, for example, more time playing musical instruments, singing, dancing, watching TV and traveling for social activities ( Lee and Bhargava, 2004 ). The literature further highlights that Passias et al. (2017) found that never-married mothers have more time to spend on leisure than married mothers. In contrast, Vernon (2010) suggests that married women have more time to engage in leisure than single mothers. For the purpose of this study, age, gender and marital status were included in the analysis. The reason for these factors is due to the fact that there is limited information regarding the roles they play in influencing travel motivation of tourists in the context of Tanzania.

The Beard and Ragheb travel motivation theory

Beard and Ragheb (1983) developed the leisure motivation variables based on the idea from the work of Maslow (1970) . The leisure motivation theory contains four major travel motives, which determine satisfaction that a visitor may gain from taking part in leisure activities. The travel factors identified were: “Intellectual” – these include items such as learning and exploring; “social” – covers the desire for developing friendship and esteem of others; “competence-mastery” – involves issues such as health and fitness and lastly “stimulus avoidance” – which simply describes the desire to relax and escape the routine life. This study employs the Beard and Ragheb theory for the purpose of assessing tourist travel motivation. Beard and Ragheb's theory was chosen because since its establishment in 1983, many researchers ( Mohsin et al. , 2017 ; Albayrak and Caber, 2018 ; Jia et al. , 2018 ) have employed and validated it.

In 1983, Beard and Ragheb also noted that using leisure motivation scale (LMS) to study travel motivation is reliable due to the 32 items measuring Cronbach's alpha ranging from 0.89 to 0.91. Past scholars such as Yusof and Shah (2008) and Chen et al. (2018) have used LMS by Beard and Raghed (1983) to study motivation in tourism. For example, Chen et al. (2018) explored travel motivation for Chinese residents using LMS of 32 items to measure motivation due to its reliability and validity. Chen et al. (2018) found that there were significant differences of gender, marital status and education in leisure behaviors. This study not only used the Beard and Ragheb theory but also applied LMS by Beard and Ragheb (1983) due to its reliability and validity.

Demographic factors and travel motivation

Several researchers have examined travel motivation in relation to demographic factors. Some of these works include a work by Saayman and Saayman (2009) . Researchers examined the relationship between sociodemographic, behavioral and motivational factors for tourists that visited Addo Elephant National Park. The findings of this study revealed that tourists were motivated to travel to the national park because of the need for nature, activities, escape, attractions, photography, family and socialization. It was further pointed out that both sociodemographic and motivational factors influence visitors’ spending decisions.

Differences in travel motivation are noted in past studies such as You et al. (2000) , Kozak (2002) , Jönsson and Deonish (2008) , Kim and Prideaux (2005) , Fan et al. (2015) , Gu et al. (2015) , Albayrak and Caber (2018) and Marques et al. (2018) . The findings of these studies concluded that travel motives differ among travelers from different countries ( You et al. , 2000 ; Kim and Prideaux, 2005 ), among students from different countries ( Marques et al. , 2018 ), across various destinations and nationalities ( Kozak, 2002 ), among tourists participated in white water rafting activity ( Albayrak and Caber, 2018 ), across different forms of tourism ( Gu et al. , 2015 ) as well as those from different countries visiting the same destination ( Jönsson and Deonish, 2008 ).

Yung-Kun et al. (2015) explored factors related to tourists' motivation to visit Taiwan as well as the demographic segmentation of these foreign tourists. The results indicated that push motivation factors such as enlightenment, freedom, shopping, diverse attractions, culture connections, sport facilities and wildlife play a crucial role in the motivation of foreign tourists. These tourists were later clustered into five main motivation groups to include scenery/knowledge seekers, accessibility/expenditure seekers, relaxation/relation seekers, novelty/experience seekers, sport/service seekers based on five demographic traits (gender, age, marital status, nationality and income).

Additionally, Fan et al. (2015) compared motivation and intention of cruise passengers from different demographic profiles in China. They found that travelers from different demographic caliber differ in terms of their travel motivation. For example, singles had higher mean values for travel motivations such as discovering and exploring nature than those who were married. Researchers believed that singles have ample time and freedom to try new and exciting things compared to married travelers. Furthermore, Ma et al. (2018) examined the relationship among tourists' sociodemographic characteristics, motivation and satisfaction as a way of predicting their visitation patterns and travel behaviors to forest nature reserves in Guangdong. The findings from multiple regression analysis revealed that some of the sociodemographic factors had a role to play in influencing travel motivation. For example, age was positively correlated with travel motivation called sense of relaxation and nature exploration. However, education level negatively influenced social travel motivation.

Older people or senior travelers are motivated by the desire for novelty ( Jönsson and Deonish, 2008 ). However, a study by Luo and Deng (2008) found age negatively influenced travel motivation and that younger tourists prefer seeking for novelty compared to older travelers. A study by Mohsin (2008) was done to examine the impact of sociodemographic variables on Mainland Chinese holidaymakers who traveled to New Zealand. The overall findings of one-way ANOVA revealed that there is a significant relationship between travel motivation and demographic factors such age and educational level. The findings are supported by previous studies of Park and Mok (1998) that travel motivation varies with age. Irimias et al. (2016) conducted a study aimed at exploring demographic characteristics in influencing religious tourism behavior among 345 Hungarians who traveled for pilgrimage. It was found that their travel motives differ with age; senior travelers see educational purposes and feelings of national identity related to sacred sites as crucial travel motives while young tourists did not picture that to be of any value to their travel motives. Njagi et al. (2017) conducted a study to provide an in-depth understanding of the factors affecting travel motivation of youth travelers in Kenya. The study revealed that push factors are more crucial in influencing youth travelers in Kenya than the pull travel motives.

The overall findings from the previous studies confirmed that sociodemographic factors have a role to play in influencing tourists’ travel motivation. However, these studies focused more on push and pull factors among youth travelers in Kenya ( Njagi et al. , 2017 ) and among travelers who traveled to Taiwan ( Yung-Kun et al. , 2015 ). Furthermore, the existing studies also looked at the relationships between sociodemographic factors and travel motivation among cruise passengers who traveled to China ( Fan et al. , 2015 ), those who traveled to national parks ( Saayman and Saayman 2009 ) and those who traveled to sacred places for religious purposes ( Irimias et al. , 2016 ). From the reviewed literature, it is evident that sociodemographic factors are crucial in predicting travel patterns of tourists.

However, there are still inconclusive remarks regarding the influence of sociodemographic factors on travel motivation. For example, age was reported to be among the key factors affecting travel motivation ( Irimias et al. , 2016 ; Ma et al. , 2018 ). On the other hand, age was reported to have a negative effect on travel motivation ( Luo and Deng, 2008 ). Other demographic factors such as education were also reported to have a negative effect on travel motivation ( Ma et al. , 2018 ) while marital status was seen to be a significant factor in influencing travel motivation among cruise passengers ( Fan et al. , 2015 ). Furthermore, the existing studies such as Baniya and Paudel (2016) have examined the effects of demographic factors on travel motivation using push and pull items. Other studies in Tanzania ( Wade et al. , 2001 ; Mariki et al. , 2011 ; Mkwizu, 2018a ; 2018b ; 2019 ; Mkwizu et al. , 2018 ) have focused on nature-based tourism, history, market analysis and media. Therefore, this study specifically intended to examine the extent to which demographic factors such as age, gender and marital status influenced travel motivation among local and international leisure tourists guided by the motivation theory and scale items developed by Beard and Ragheb (1983) .

Methodology

Research instrument.

The research questionnaire was divided into two major parts. The first part covered general information about the respondents. Demographic information such as age, gender, marital status and family size. This section composed of six questions. The second part comprised information related to tourists' travel motivation. Respondents were asked to rank the list of travel motivation statements according to their level of importance, indicating whether those statements describe their travel motivation on a Likert scale of 1 ( Not important at all ) to 7 ( Extremely important ). Examples of travel motivation items were to learn things around me, to challenge my abilities and to relax mentally. This study employed Likert scale developed by Kozak (2002) , who highlighted that Likert scale is appropriate to be used in tourist-based studies. This study adopted the shortest version of LMS, which consists of 32 items to measure different travel motives because of its Cronbach's alpha reliability ranging from 0.89 to 0.91 as pointed out by Beard and Ragheb (1983) . The shortest version is appropriate to be used in a research constrained by time and can be applied within less time compared to 48 items from the original scale ( Beard and Ragheb, 1983 ).

Sampling design

A convenience sampling technique was adopted to get the appropriate sample for the study. Ferber (1977) noted that convenience sampling as one form of nonprobability sampling can reduce the impact of nonrandom convenience sampling by making sure that the generated findings are a true representative of the population. Additionally, convenience sampling is one among the appropriate sampling technique s to be used when collecting data from the actual tourist settings ( Madrigal and Kahle, 1994 ).

Data collection

This study used a quantitative approach and survey strategy as the research design. Before collection of data, the survey instrument was pretested by distributing the questionnaires to 50 international tourists found on the beaches of Zanzibar and Pemba islands. Respondents were randomly and conveniently selected to take part in the study. The pretesting exercise was done to assess the survey suitability, readability, eliminate any vague items and determine the response rate. Data was collected from January 2017 to May 2017. A self-administered open-ended questionnaire was employed to 300 local and international tourists who traveled to and within Tanzania for leisure. Tourists at the Julius Nyerere International Airport lounges and those on the beaches of the islands of Zanzibar and Pemba were conveniently approached and asked to take part in the study. The decision to take part in the study was left entirely to tourists. Those who agreed to participate in the study were given a survey questionnaire to fill in.

Data analysis

The collected data was analyzed using the aid of a Social Science Statistical Package (SPSS) version 20. This study selected SPSS, which has descriptive statistics such as frequencies and percentages in order to avail demographic characteristics of the respondents. In addition, the independent sample t -test was used to test the differences in travel motivation among local and international tourists. ANOVA assisted this study to test the effect of the independent variable (demographic factors) on the dependent variable (travel motivation). Data was cleaned first to check whether there was missing data, outliers and determine the data distribution pattern before analysis. Cronbach's alpha coefficients were employed for purposes of examining internal data consistency. Content, construct, convergent and discriminant validities were tested using CFA.

Respondents' demographic characteristics

Out of 300 surveys from each group, only 250 from each group were recognized as a useable survey, representing a token useable return rate of 83%. The overall descriptive statistics from Table 1 shows that most tourists from each group were between the ages of 18 and 30 (45.6% for internationals and 49.2% for locals), and less than 10% were covered by the senior tourists (4.4% for internationals and 6% for locals). The gender distribution showed that majority of international tourists were males (61.2%) and also for local tourists most were males (61.8%). Over 50% of all tourists had a university education and employed in different fields. On marital status, 53.2% of all the international tourists were married while 49% of all locals were married.

The findings in Table 1 further indicate that 47% of internationals and 51.2% of all locals were singles. On family size distribution, the majority of international tourists have three children and above while 40% of all locals proved to have less than three children. This suggests that the sampled respondents were mostly young educated male tourists who are employed. In addition, the differences between the international and local tourists are noted in marital status.

Furthermore, Table 2 indicates that the largest group of international tourists was from South Africa (10%) followed by Australia (8.8%) and Kenya (8%). There were very few international tourists from countries such as Bangladesh, Brazil, Cameroon and Zurich. These results suggest that the young educated male international tourists were mostly from South Africa.

Reliability results

The alpha coefficient for the total scale was 0.933 and the alpha values for each of the subscales ranged from 0.880 to 0.907, which are above the acceptable threshold (0.70) as suggested by Hair et al. (1998) . The summary of the results is presented in Table 3 .

Validity results

All 32 travel motivation items were subjected to CFA for validity testing as it is presented in Table 4 . Content validity for the observed items was tested for consistency, easy of understanding and appropriateness by members of the academic staff together with tourist experts. Construct validity was examined using composite reliability (CR) and average variance explained (AVE). The overall findings indicate that CR and AVE surpassed the threshold values of 0.70 and 0.50, respectively ( Yap and Khong, 2006 ). Therefore, it can be concluded that the indicators for all constructs met the reliability thresholds and thus qualified for further analyses. Convergent validity indicated that the standardized factor loadings for all the items were above the acceptable range of 0.5 as indicated by Tabachnick and Fidell (2007) . In this study, all the CR and AVE were above the recommended value of 0.7 and 0.5 respectively. Discriminant validity was assessed using Fornell and Larcker’s approach of 1981. In order to achieve discriminant validity, AVE of each construct was compared with the shared variance between two constructs. For all the items, the AVE was higher than the shared variance (MSV). The results indicated that all the constructs had acceptable discriminant validity as presented in Table 4 .

Assumptions guiding independent t -test

Data normality.

Before testing for the differences in travel motivation among the tourists, data normality was performed using descriptive statistics. Skewness and kurtosis values were used to determine data normality. Meyers et al. (2006) highlighted that if the values of skewness and kurtosis range within ± 1.00, these are evidence of data normality. Pallant (2011) advised that when one is dealing with large enough sample sizes (e.g. 30+), the violation of normality assumption may not cause any significant problems. For this study, the skewness and kurtosis values were within the cutoff points as was highlighted by Meyers et al. (2006) and Pallant (2011) .

Differences in the importance of travel motivation among international and local leisure tourists

An independent sample t -test was conducted to test whether the importance of travel motivation differs among international and local tourists. This meant comparing travel motivation mean scores for international and local tourists. First of all Levene's test was performed to see whether there was equal variance in the data set. The overall results show that this assumption was met in eight travel motivation items ( p  ≥ 0.005) while for the rest of the travel motivation items, the assumption was violated as it is presented in Table 5 , Table 6 , Table 7 and Table 8 . The results in Table 5 , Table 6 , Table 7 and Table 8 indicate that there was significant difference in scores for travel motivation among international and local leisure tourists. In Table 5 , the findings show that local tourists had higher mean values than international tourists for travel motivation (intellectual motivation) such as to learn about myself ( M  = 5.67, SD = 1.288), to explore new ideas ( M  = 5.73, SD = 1.294), to expand my knowledge ( M  = 6.05, SD = 1.136), to be creative ( M  = 5.68, SD = 1.494), to use my imagination ( M  = 5.22, SD = 1.757) and to satisfy my curiosity ( M  = 5.81, SD = 1.265).

In Table 6 , the findings show that local tourists had higher mean values compared to international tourists for travel motivation (social motivation) such as to build friendship with others ( M  = 5.70, SD = 1.353), to interact with others ( M  = 5.66, SD = 1.428), to develop close friendships ( M  = 5.47, SD = 1.573), to reveal my thoughts ( M  = 5.11, SD = 1.657), to be socially competent and skillful ( M  = 5.66, SD = 1.425), to gain a feeling of belonging ( M  = 5.62, SD = 1.387) and to gain others' respect ( M  = 5.24, SD = 1.827).

Table 7 indicates that local tourists had higher mean values than international tourists for travel motivation (mastery competency motivation) such as to be active ( M  = 5.76, SD = 1.296), to develop physical skills and abilities ( M  = 5.59, SD = 1.375), to keep in shape physically ( M  = 5.39, SD = 1.702), to use my physical abilities ( M  = 5.28) and to develop physical fitness ( M  = 5.21, SD = 1.685). The remaining mastery competency motives had no significant differences.

Table 8 reveals that local tourists had higher mean values for travel motivation (stimulus avoidance motivation) such as to calm down ( M  = 4.89, SD = 1.674), to be alone ( M  = 3.32, SD = 2.064), to relax physically ( M  = 5.39, SD = 1.499), to relax mentally ( M  = 5.63, SD = 1.426), to rest ( M  = 5.53, SD = 1.508), to relieve stress and tension ( M  = 5.48, SD = 1.506) as well as to unstructure my time ( M  = 5.48, SD = 1.506) compared to international tourists. The remaining stimulus avoidance motives had no significant differences.

Differences in travel motivation among tourists by age, gender and family size

Univariate ANOVA tests the interaction between each dependent variable with an independent variable; in short, ANOVA explains changes in the dependent variable, which are caused by the interaction between the independent variables. First, multivariate tests were performed to assess whether there is a significant effect between independent and dependent variables. Second, univariate ANOVA was applied to examine the effect of independent variables on specific dependent variable. Previous scholars have also used ANOVA in examining demographic factors with motivation such as Urosevic et al. (2016) . Using Pillai's trace results in Table 9 indicated that there was significant effect between travel motivation across age F (96.000) = 1.396, p  = 0.008, across gender F (32.000) = 2.005, p  = 0.001, across family size F (32.000) = 2.610, p  = 0.000, across the interaction between age and family F (96.000) = 1.154, p  = 0.023 as well as the interaction between age, gender and family size F (96.000) = 1.514, p  = 0.001.

A separate ANOVA shown in Table 10 was performed to each travel motivation at alpha level of 0.005, and it was found that there were significant difference s among age groups on the need to develop physical skills and abilities F (312.594) = 4.972, p  = 0.002 while for males and females results show the desire to explore new ideas among age groups F (18.906) = 4.451, p  = 0.035 and the desire to discover new things F (16.081) = 3.899, p  = 0.049.

Furthermore, the results indicated that desire to develop physical skills and abilities was significantly different among tourists who have small and large family size F (156.811) = 22.428, p  = 0.000. Other differences were reflected on travel motivation such as the desire to develop physical fitness F (167.625) = 18.772, p  = 0.000 as well as to unstructure my time F (150.424) = 14.955, p  = 0.000.

This study also examined the contribution of the interaction effects of the independent variables on the dependent variable. Table 10 shows that the interaction between age and family size was significant to travel motivation such as to relieve stress and tension F (319.051) = 6.112, p  = 0.000, to develop physical fitness F (320.517) = 5.695, p  = 0.001, ŋ 2  = 0.034, to unstructure my time F (318.159) = 5.386, p  = 0.001, as well as to use my physical abilities F (311.260) = 3.322, p  = 0.020. Additionally, the interaction effect between age, gender and family size was significant to travel motivation such as to satisfy my curiosity F (35.223) = 2.693, p  = 0.046, as well as to develop close friendships with others F (38.729) = 2.634, p  = 0.049.

Discussions of findings

This study reveals that leisure tourists from Australia, Kenya, South Africa, Germany, France, the United Kingdom and United States were motivated to travel to the country with the intention of discovering and learning new things. Furthermore, similar groups of tourists were extremely motivated to visit Tanzania for the sake of relaxing mentally, revealing stress and tensions of their daily routine activities. The results imply that leisure tourists may have more than a single travel motive when visiting a particular destination. These findings support the idea developed by Crompton (1979) that tourists' motivations are multiple and because of that they may have different reasons of taking either domestic or international trips ( Mayo and Jarvis, 1981 ). Researchers also add that some people take trips not only to fulfill their physiological desires (food, climate and health) but also to satisfy their psychological needs.

Furthermore, the study also found that tourists from the United Kingdom and United States had strong views that they were motivated to visit the country for social reasons such as building friendship with others. This can be explained by differences in tourists' culture. It has been identified that there are motivational differences between nationalities ( Kozak, 2002 ). Culture associated with nationality has been extensively acknowledged to be one among the crucial factors differentiating individuals’ attitudes, beliefs and behaviors ( Chen, 2000 ). National culture can be employed to reveal variations in the social behavior of different nationalities, especially in international settings such as tourism experiences ( Kim et al. , 2002 ). The findings of this study confirmed the results reported by Özdemir and Yolal (2016) that Americans and British people prefer to interact and socialize with other tourists when they travel. Additionally, Kozak (2002) pointed out that British tourists enjoy mixing themselves and having fun with other tourists when they travel. It seems that Tanzania is attracting tourists who have psychocentric personality. Individuals of this nature prefer visiting familiar places, having fun and relaxing when visiting new destinations ( Plog, 1974 ).

Surprisingly, this study found that tourists, mainly from Kenya and South Africa, were motivated strongly to travel to the country for the intention of competing and being good at participating in leisure activities. This can be explained by the differences in the level of novelty seeking among tourists. Novelty seeking is one among the key reasons why tourists travel to new destinations ( Dayour and Adongo, 2015 ). The findings of this study show that there is a possibility that tourists from Kenya and South Africa are sensation seekers. Individuals of this nature are risk takers, and this is why they prefer to travel to unfamiliar destinations ( Pizam et al. , 2004 ). Generally, tourists are attracted differently to different tourist attractions, and this is because they have different levels of tolerance for tourism experiences. Some people choose destinations where they can unwind their daily routine life while others look for destinations that can offer adventure life. The choice of a destination can sometimes be linked to tourists' personality traits. The findings of this study imply that Kenyans and South Africans may be allocentrics. Individuals of this caliber are usually seeking for arousal from unexpected and surprising stimuli ( Ryan, 1997 ), they are outgoing, confident, relatively anxiety free, like to feel in control, prefer to visit new destinations, desire to explore the world around them and are moderately risk takers ( Plog, 1973 , 1974 ).

This study found that there was no significant differences in travel motivation among leisure tourists who are single and those who are married. However, a minor difference was revealed on intellectual travel motives to single leisure tourists. It was revealed that single leisure tourists were highly motivated to travel to Tanzania for intellectual purpose. This finding is consistent with a study by Fan et al. (2015) that single people place higher value when it comes to discovering and learning new things compared to married ones. The finding of this study is not surprising since Tanzania is blessed with multiple tourist attractions ranging from game reserves, controlled conservation areas and national parks ( URT, 2014 ). Other attractions include Mount Kilimanjaro, museums, historical sites and buildings. Following these attractions, it is not surprising to see single leisure tourists travel to the country for intellectual reasons.

The findings further indicated that married leisure tourists were more motivated to travel to the country, mainly by their desire to unwind their daily life's hustle. This could be due to the fact that married couples spend less time enjoying leisure than singles. In addition, married couples have social and family obligations that limit their time to undertake holidays ( Henderson, 1990 ) or participate in learning activities as singles. For them, escaping travel motive makes sense since they have been experiencing routine hectic daily life; therefore, it is understandable to see them ranking this motive important. This finding somehow corroborates the views of Leonard and Onyx (2009) that relaxation and escape motivations are two key psychological motives that drive people to take overseas trips. The desire to take a vacation is closely associated with the desire to escape ( Jarvis and Peel, 2010 ). Therefore, tourists often choose to take a vacation to a new destination with the intention of breaking from the daily routine life of home and work ( Kim and Ritchie, 2012 ). The break gives people an opportunity to refresh their minds by taking active role in nonroutine leisure activities ( Ritchie et al. , 2010 ) as well as offering a platform for them to liberate themselves from tension and anxiety.

Furthermore, the study revealed that married leisure tourists traveled to the country for social reasons. This finding is somehow consistent with the study by Passias et al. (2017) that married mothers prefer to spend quality time with their children by engaging themselves in both active and social leisure compared to single mothers. Generally, tourism offers opportunity to bring people of different cultural backgrounds together ( Brown and Lehto, 2005 ), but also offers avenue for them to meet and communicate with others ( Dayour, 2013 ). This study also found that married leisure tourists had higher mean scores for mastery competency travel motives compared to singles. This finding implies that may be Tanzania attracts married leisure tourists who are sensational seekers because tourists differ in the way they consume and obtain novel experience ( Lee and Crompton, 1992 ). Tourists who are high sensational seekers prefer to engage in adventure activities such as scuba diving ( Heyman and Rose, 1980 ) as well as mountain climbing ( Robinson, 1985 ). This group also prefers to travel to new places or meeting new people ( Zuckerman, 1979 ). This finding can be supported by the fact that Tanzania is endowed with more than eight known mountains that attract international tourists from all over the world. Moreover, the country is surrounded with both sandy and clean beaches that offer opportunity for tourists to take part in scuba diving and other water sports activities.

Therefore, the discussion of results for this study has theoretical, practical and policy implications, which are further highlighted in the implications section of this paper.

Conclusions

Based on the findings and discussions, this study can conclude that in examining demographic factors and travel motivation among leisure tourists, there are influential factors. The demographic factors that influence travel motivation (intellectual, social, mastery competency and stimulus avoidance) among local and international leisure tourists in the context of Tanzania are age, gender and family size.

Implications

Theoretical implication.

The overall findings from this study imply that theoretically, the Beard and Ragheb leisure motivation theory and scale can be used to determine tourists’ travel motives in Tanzania. Age, gender and family size significantly influenced intellectual, social, mastery competency and stimulus avoidance motives among local and international leisure tourists.

Practical implication

From a practical implication, the differences in travel motivation among tourists are not homogeneous; therefore, they are not supposed to be treated equally. What is important to tourists from South Africa may not be important to tourists from other countries. Therefore, the government of Tanzania through the Ministry of Tourism and Natural Resources (MNRT) and Tanzania Tourists Board (TTB) should make sure that they promote Tanzania as a destination for people to discover new things, hence attract tourists from South Africa, Kenya, Australia, Germany as well as tourists from France. Furthermore, Tanzania can also be segmented as a friendly and social destination as this will attract tourists from the United States and the United Kingdom. Additionally, destination managers need to make use of the existing attractions such as mountains, beaches, national parks and game reserves to position the country as an adventurous destination. This can help to attract more tourists from Kenya and South Africa.

Policy implication

From a policy perspective, the government, destination marketers, policymakers and tourism stakeholders should make use of the tourists' marital status data because such data can develop better promotion campaigns that match their travel motives. For example, single tourists had higher mean value for intellectual travel motives. This implies that tourist attractions such as museums, historical sites, rock paintings, old town and old buildings can be used to segment this target group. Since singles travel more and spend more time enjoying leisure than married couples, then it would be better for destination managers as well as policymakers to use this opportunity to position the country as a destination that helps tourists to discover new things. On the other hand, married tourists were reported to have higher mean values for most of mastery competency and social and stimulus avoidance travel motives. This implies that the destination managers should advertise tourist activities such as boat cruising, shopping, swimming, as well as beach sports activities for this group. These activities will help them to meet other people, to relax near the sandy beaches as well as to take part in various adventurous games.

Limitations and suggestions for further studies

This study examined travel motivation differences among leisure tourists who were married and those who were single. It did not cover widowers and those who were divorced. Focus was on international tourists who traveled to Northern tourist circuit and islands of Zanzibar and Pemba for leisure. Therefore, the results from the study may not be generalized beyond the selected population. This geographically limited survey may produce different results and conclusions in terms of the magnitude and the strength of relationships among variables. Tourists who visited other circuits (Southern tourist circuit) may have different opinion preferences regarding the importance of travel motives. Replication of similar studies in other tourist circuits should be done to see whether similar findings could be generated.

Additionally, this study employed nonprobability sampling. Therefore, this may affect the external validity. Other studies should try to adopt probability sampling design so as to avoid this problem. Furthermore, the data collection was done between January and May, which is the low season. Thus, the findings of this study are limited to this particular period. Therefore, the tourists who travel in different seasons, for instance, high peak season, might have different opinions regarding the importance of their travel motives. In tourism, seasonality limits the generalization of the study findings and should always be taken into consideration in the interpretation stage. Future research should conduct similar studies in different seasons to overcome this limitation. The obtained results can then be compared to identify similarities and differences between them. Also, the generated findings can be used to validate the findings of this study.

Tourists’ demographic characteristics (age, gender, education, occupation, marital status and family size )

Independent t -test results for intellectual motivation (IL) among tourists

Tests between subjects effects for age, gender and family size on travel motivation

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Tourists’ Characteristics, Travel Motivation and Satisfaction

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• Osvaldo Silva 9 ,
• Teresa Medeiros 10 ,
• Ana Isabel Moniz 11 ,
• Licínio Tomás 9 ,
• Sheila Furtado 12 &
• Joaquim Ferreira 13  

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 171))

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Our society is growing older and it is important to develop the senior tourism market. Consumers aged 55 and older are a fastest growing market segment and a major business opportunity. The purpose of this research is to develop and test a model to investigate the characteristics of the senior tourists that affect the factors of travel motivation and travel satisfaction. We intent to explore the existence of statistically significant differences in satisfaction between groups of senior tourists using the same categories. A path analysis is carried out in order to describe direct dependencies among a set of variables. In this study (n=537 senior tourists visiting the Azores islands) a model is proposed to identify the senior tourists’ characteristics which significantly affect each of the dependent variables (motivation factors and satisfaction) and which types of effects explain the association among variables. Travel satisfaction depends both on age group and perception of health status by the senior tourists. New opportunities can be found for both public and private sectors to develop and marketing new tourism products that can attract the right senior market segments.

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Osvaldo Silva & Licínio Tomás

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Ana Isabel Moniz

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Silva, O., Medeiros, T., Moniz, A.I., Tomás, L., Furtado, S., Ferreira, J. (2020). Tourists’ Characteristics, Travel Motivation and Satisfaction. In: Rocha, Á., Abreu, A., de Carvalho, J., Liberato, D., González, E., Liberato, P. (eds) Advances in Tourism, Technology and Smart Systems. Smart Innovation, Systems and Technologies, vol 171. Springer, Singapore. https://doi.org/10.1007/978-981-15-2024-2_38

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