developing the travel career approach to tourist motivation

DEVELOPING THE TRAVEL CAREER APPROACH TO TOURIST MOTIVATION

PhilipL.Pearce & UK-IL LEE

Rahel HailuHMBA

Purpose of Study

It lies in the conceptual adjustment of Travel Career Ladder (TCL) approach to travel motivation TCL is based on maslow’s needs hierarchy theory of

motivation, describes tourist motivation as consisting of five different levels:

Relaxation needs, safety/security needs, relationship needs, self- esteem and development needs and self-actualization/ fulfillment needs.

From this approach, people may have travel career, that is pattern of travel motives that change according to their life span and accumulated travel experiences.

Examined relationship between patterns of travel motivation and travel experience

Research Objectives

Identify a broad range of travel motive items for pleasure travel in general

Chart the underlying factors defining travel motivations

Measure travel experiences Relate travel motivation patterns to

travel experiences Theoretically readjust the TCL theory into

a more comprehensive travel motivation theory

Research Approach Interview

Generally explore and obtain a broad overview regarding the TCP approach

2 paged structured question 38 travel motive items

Major survey study 4 page self administered

questionenaries 74 motives when generally thinking

about the travel they take for pleasure,

Interview Result: Dominant motives for overseas holidays were

Novelty Self development, including cultural

experience, relationship, and escape In International travel tended to start

their initial travel experiences from western countries. Such as Europe and North America, then traveled to Asian countries (so called exotic destination)

Survey Result:- 14 Resulted motivation factors:- Novelty Escape/relax Relationship (strengthen) Autonomy Nature Self-development (personal development) Relationship (security) Self-actualization Isolation Nostalgia Romance Recognition

Most important factors

Novelty Escape/relax Relationship

(strengthen)

Least important ones

Nostalgia Romance Recognition

Travel experience level Analysis Travel motivational factors are

influenced by different level of travel experience

Three variable Domestic travel experience International travel experience Age

Insignificant difference Nature Self-development

(personal development)

Stimulation Relationship (security) Self-actualization Romance Recognition

Significant Difference Novelty Escape/relax Relationship

(strengthen) Autonomy Isolation Nostalgia

Travel motivational factors:Emphasized more for lower travel experience

Stimulation Personal development Relationship (security) Self-actualization Romance Recognition Nostalgia Romance

Three Most important motivational factors:

Novelty Escape/Relax Relationship (strengthen) Self-development

Core fa

ctors

in all t

ravel m

otivatio

n

pattern

s

regard

less of t

ravel e

xperience

level

Similar to a human body undergoing maturation, the physical appearance

may change, but the skeleton inside the body will not

Implications from my perspectives

How can I use this article in Ethiopia tourism industry?

Ethiopia

ETHIOPIA tourist Attraction

Ethiopia is Tourist Paradise, On the other hand, it is one of the poorly performing countries in terms of tourist

arrivals.

Ethiopia

Travel motivational factors Important to higher travel experience levels Nature and host site involvement

motivation factor Novelty Escape/Relax Relationship (strengthen) Self-development

Is Ethiopia tourism potential country?

Its tourism potential is diversified

The jaggedly carved Simien Mountains, one of UNESCO's World Heritage Sites - and some of the lowest, such as the hot but fascinating Danakil Depression are there.

Natural attractions that include some of the highest and lowest places in Africa along with

Traditions with fascinating stela, churches and castles

An attractive cultural diversity of about 80 nations and nationalities; and various ceremonies and rituals of the

Immense wild life including some endemic ones; a very old and well preserved historical

Nature and host site Area

The jaggedly carved Simien Mountains, one of UNESCO's World Heritage Sites - and

Novelty- Something new and unusual & an innovation. some of the lowest, such

as the hot but fascinating Danakil Depression

Escape/Relax Lake Tane, Blue Nile

Self- Development An attractive cultural

diversity of about 80 nations and nationalities

Relationship (strengthen) Many places who enjoy

with your companions:- Traditions with fascinating monument & wild life

Ethiopia is the right place for

higher travel experience level tourist:-

Thank You

Blue Nile-Ethiopia