MODULE

2
9 hours

THE
PSYCHOLOGY
OF TRAVEL
 TRAVEL MOTIVATORS

Motivation for travel

. Several Studies on tourist

motivations have listed
various reasons why
people travel.
THE PSYCHOLOGY OF TRAVEL
 TRAVEL MOTIVATORS

A. Physical – those related to physical rest, sports

participation, beach recreation, relaxation,
entertainment and other motivations directly related
with health.
B. Cultural – include the desire to know about other
. countries.
C. Interpersonal – pertain to the desire to meet other
people, VFR, escape from routine.
D. Status and Prestige – concern with ego needs and
personal development. Travel is believed to enhance
one’s recognition and good reputation.

THE PSYCHOLOGY OF TRAVEL

 RELATIONSHIP OF NEEDS, WANTS AND MOTIVES TO TRAVEL

The needs and motivations to travel are subject to the state

of mind of each individual, the position in society and the
social environment. This means that travel motives may
change with shifts in society or in someone's personal life. ...
Motives and motivations are more geared towards the tourist
desires and needs
THE PSYCHOLOGY OF TRAVEL
 MASLOW’S HEIRARCHY OF NEEDS

THE PSYCHOLOGY OF TRAVEL

 PHYSIOLOGICAL NEEDS

At the bottom of Maslow’s hierarchy of needs are basic

physiological needs.
These are the things that we need to survive. If we don’t have
enough money to eat, then having the latest Playstation game
becomes a non-issue. 
Physiological needs are needs that must be met to sustain life
and to protect the human race (i.e. having babies). Some
examples of aspects that are classified as physiological in
Maslow’s Hierarchy of Needs include: 
❖ Food
❖ Water
❖ Breathing
❖ Shelter
❖ Clothing
❖ Sex

THE PSYCHOLOGY OF TRAVEL

 SAFETY & SECURITY NEEDS

The second level of Maslow’s Hierarchy of Needs is safety. This

is also a basic need. 
Once we have satisfied the needs of the first level (i.e. we are
not hungry, we are warm etc), then we become more
concerned with safety aspects. 
In today’s world, safety largely revolves around health and
economics. Important things might include health insurance,
having savings, living in a safe area etc. We can summarize this
into three main areas: 
❖ Financial security
❖ Health and wellbeing
❖ Safety against accidents and injury

THE PSYCHOLOGY OF TRAVEL

 LOVE & BELONGINGNESS NEEDS

Love and belonging is the third tier of Maslow’s Hierarchy of

Needs. This tier describes the social needs that a person has. 
Social needs covers anything that involves the concepts of
love, acceptance and belonging. Human beings need social
interaction and there are a range of ways that this can be
achieved, including:
❖ Friends
❖ Romantic relationships
❖ Family
❖ Social groups
❖ Educational groups
❖ Work groups and colleagues
❖ Community groups
❖ Churches and religious organisations

THE PSYCHOLOGY OF TRAVEL

 ESTEEM NEEDS

The forth level of Maslow’s pyramid is all about appreciation and respect. 
Once the previous three levels have been met, we begin to focus our
attentions on our esteem levels. At this level we want to have some
recognition for our accomplishments. The two areas that are covered at
this level include:
❖ Self-esteem 
❖ Personal worth 
As humans, we desire a sense of value from others, whether this is from
our friends, our colleagues, our family or anyone else with whom we have
social interaction. 
This can take many forms. It could be being awarded an ’employee of the
month’ award, being a key player in a sports match or getting 1000 likes
on your latest Instagram post!
People who lack self-esteem can have experience feelings of anxiety and
inferiority. As a result, they will not achieve self-actualization- the highest
point in Maslow’s pyramid.

THE PSYCHOLOGY OF TRAVEL

 SELF-ACTUALIZATION

Maslow claimed that ‘what a man can be, he must be’. In other words,
when you reach the top of Maslow’s Hierarchy of Needs you have become
the best version of you. You do the best job that you can and live your
best life. BUT this is only achievable IF all of the needs lower down on the
pyramid have been met. 
Maslow described that self-actualization is not a ‘stick term’. You don’t
reach the top of the mountain and then just sit there looking at the view.
A person is always growing and developing. In self-actualization, a person
comes to find a meaning to life that is important to them.
Because everyone is different, self-actualization looks different in different
people. For one person it could be being the perfect mother. For another
person it could be being a successful athlete. For another person it could
be joining the Peace Corps. 
Self-actualization is difficult to determine from the outside, because
nobody truly knows what is going on in other person head and whether
they are wholly satisfied or not.

THE PSYCHOLOGY OF TRAVEL

Hierarchy of Needs suggest that lower needs
demand more immediate satisfaction than the
satisfaction of higher needs.
** Travel to escape or to relieve tension are
satisfying the basic physiological need.
Passive vacationer – relieved from tension by
submitting to the sorrounding environment.
Active vacationer – achieves tension reduction
through physical activity.

THE PSYCHOLOGY OF TRAVEL

Understanding Maslow Hierarchy of Needs produce two tangible
benefits:
1.Traveler is better understood and better motivated if she is
recognized as a person consuming goods and services.
2.It will regard travel as a necessity rather than a luxury.

Common Reasons:
3.Need for Escape/Change
4.Health
5.Sports
6.Social contact
7.Status and Prestige
8.Education
9.Personal Values
10.Cultural Experience
11.Shopping & Bargain Hunting
12.Professional and Business Motives
13.Search for Natural Beauty
THE PSYCHOLOGY OF TRAVEL
 WAYS OF CLASSIFYING TRAVELERS

B. Classification of Travelers Based on

Purpose of Travel
* Business travelers
* pleasure/ personal travelers

Business Travelers:
a. Regular pleasure travelers
b. Business travelers attending meetings, conventions
and congress
c. Incentive travelers

THE PSYCHOLOGY OF TRAVEL

 2.3.2.2 Classification of Travelers

INSTRUCTION 
⮚ Decide whether you are a psychocentric or allocentric tourist
⮚ Choose a destination with an image that matches your
personality type and explain how this image pulls you to go
to the destination.
⮚ Make a 1 minute video of your explanation while showing the
image. 
⮚ Your video must be entitled "Classification of Travelers based
on Personality" 
⮚ Submit your video output through canvas. 
⮚ You may refer to the rubrics for the criteria of grading for this
activity.
⮚  For questions and clarifications, refer to your instructor. 

THE PSYCHOLOGY OF TRAVEL

 2.3.2.2 Classification of Travelers
MODULE 2: LEARNING EVIDENCE/CLASSIFICATION OF TRAVELERS
Exemplary Accomplished Adequate Developing Beginning
(5) (4) (3) (2) (1)
PRESENTATION
Engages viewer in the presentation of the classification
of travelers based on personality          
CONTENT /DISCUSSION
The content is in depth and details presented conform to
the personality of the student.          
INTEREST LEVEL
Mechanics are varied and contents reveal high degree of
critical thinking.          
STYLE
shows outstanding style and creativity in the use of
sentence structure structure and coordination          
VISUALS
video is clear and relevant to the learning task
         
COHERENCE
Learning objective was met and task was evidently
designed systematically          
Total 30
Comments THE PSYCHOLOGY OF TRAVEL
 WAYS OF CLASSIFYING TRAVELERS

BUSINESS TRAVELERS:
a.Regular business travelers
- cost of trip is shouldered by a company.
- travel is not influenced by personal income.
- well educated, rich, high level jobs and tend to fly often and mostly
include women.
b. Business travelers attending meetings, conventions and congress
- represents 20% of all business trips.
c. Incentive travelers
– special type of business traveler. Travel given by firms to employees as a
reward for some accomplishment or to encourage employees to achieve
more than what is required.

PLEASURE/PERSONAL TRAVELERS
-consist of people traveling for vacation or pleasure.
- also called as nonbusiness travelers
- demand for travel is elastic with respect to prices.

THE PSYCHOLOGY OF TRAVEL

 PERSONAL/PLEASURE TRAVELLERS CLASSIFICATION

a.Resort travelers
- they are better educated, higher household income and more likely
to have professional and managerial positions.
b. Family pleasure travelers
b1. Junior families – parents aged 20-34 with pre/grade school
children.
b2. mid – range families – parents aged 35-44 with grade/high
school children.
b3. mature families – parents aged 45 or over with children who are
high school aged and older.
Objectives:
1. use travel as educational experience for their children
2. to do something different
3. to bring the family closer together.
c. Elderly – also called active affluents.
d. Singles and couples – take vacations to fulfill their
psychological, intellectual and physical needs by giving them the
opportunity to rest and relax.
THE PSYCHOLOGY OF TRAVEL
 TRAVEL CONSTRAINTS

Travel constraints in general can be described as

barriers or blockages that inhibit continued use of
recreation service, but maybe a better definition was
given by Jackson (1991) which described them as
factors that “limit the formation of leisure preferences
and ... inhibit or prohibit participation and enjoyment
in leisure”. Most researchers distinguish three
categories of constraints: interpersonal (attributes of
the individual) intrapersonal (social interaction) and
structural (characteristics of the physical environment).

THE PSYCHOLOGY OF TRAVEL

 TRAVEL CONSTRAINTS

1.Lack of Money – considered as major travel

constraint.
2.Lack of Time
3.Lack of safety and security
4.Physical Disability – comes in the form of bad health
or physical handicap may keep people at home.
5.Family commitments
6.Lack of interest in travel – mainly due to a preference
to simply stay at home.
7.Fears
Travel constraints are defined as factors which inhibit either initial
or further travel, constrain an individual's ability to maintain or
increase the frequency of travel and/or negatively affect their
quality of travel.
THE PSYCHOLOGY OF TRAVEL
 2.3.2.1 Design a Tour

⮚ Design a tour that would appeal to different classifications of traveler. Just choose
only one classification given below.
1. Business Travelers
A. Regular pleasure travelers
B. Business travelers attending meetings, conventions and congress
C.  Incentive travelers
2. Pleasure or personal 
A. Resort Travelers
B. Family Pleasure Traveler
C. Elderly 
D. Singles or Couples

⮚ Design the tour in a short size bond paper. You may use canva and other online
graphic designer to enhance your creativity and complete the following
information.
1. Name of Destination or Package tour
2. Number of Days and Nights
3. Sample photos of activities and attractions
4. Inclusions
5. Estimated Cost
  THE PSYCHOLOGY OF TRAVEL
 2.3.2.1 Design a Tour

Sample Tour Design

⮚ In separate sheet of bond paper write a description of the design of the tour and explain
why it would appeal to the chosen classification of traveler.
⮚ Your file must be entitled ”Design a Tour" 
⮚ Submit your output through canvas. 
⮚ You may refer to the rubrics for the criteria of grading for this activity.
⮚ For questions and clarifications, refer to your instructor. 

THE PSYCHOLOGY OF TRAVEL

 2.3.2.1 Design a Tour

Tour Design RUBRIC

HTC101 RUBRICS
Exemplary Accomplished Adequate Developing Beginning
  (5) (4) (3) (2) (1)
Management
Task is created entirely independent of guidance. Format is chosen and enhanced.
Exceeds expectations required.          
Content /Discussion
The content is in depth and details of the desired TOUR DESIGN is clearly pointed out.
         
Presentation
Engages viewer in the presentation of the documented process.          
Process
Clear, thoughtful documentation of process with clear intent/purpose.          
Visuals
Text and images are clear and relevant to the description and requirement.          
Punctuality
Task is turned in on time and all requirements and informations are complete.
         
Total
 
Comments

THE PSYCHOLOGY OF TRAVEL

 WAYS OF CLASSIFYING TRAVELERS

A.Classification of Travelers
Based on Personality
* Psychocentrics
* Allocentrics
* Midcentrics

THE PSYCHOLOGY OF TRAVEL