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
