Adventure Tourism Consumer Motivation

Adventure Tourism Consumer MotivationIn this indorse chapter of the literature review, the theoretical background of motive is explained. This chapter forget align major(ip) actors alike(p) the importance of indigence, what motivate individual to eng board in fortuity holidaymakerry, speci completelyy the youngster boomers, and how motivation could help in the decision making exploit.3.1. MotivationThe theory of motivation was first developed during the Post-World War II, much than precisely during the 50s and 60s (Zehrer and Siller, 2007). The term Motivation is originated from the Latin word Moere, and this means to survive (Wing, 2011). Motivation can be defined as the process by which an individual will be determined to take action or be nurture in a certain manner (Decrop, 2006). Motivation is cognise to be unrivalled of the fundamental reasons to understand and explain why does port happened. (Snepenger, King, Marshall, and Uysal, 2006) in (Phan, 2010). Moreov er, Solomon (2004) described motivation as a driving cart that pushes individuals to action. Motivation is all ab bug out a state of affect and trust to do and achieve any(prenominal)thing (Moutinho, 2000) in (Esichaikul, 2012).3.2. Motivation in the tourism sceneUnderstanding the concept of motivation in tourism is to understand the sanctioned motives and reasons for tourists to conk out (Trang, 2011). Several studies have been undertaken on tourism motivations, it includes Plog (1974), Crompton (1979), Hudman (1980) Dann (1981) IsoAhola (1982) Beard and Ragheb (1983) Pearce and Caltabiano (1983) Mansfeld (1992) Uysal and Hagan (1993) Fodness (1994) Gibson and Yiannakis (2002) Kozak (2002) Horner andSwarbrooke (2004) Kurzman and Zauhar(2005) Decrop (2006) Zehrer and Siller (2007) Devonish and Jonsoon (2008) Romando (2008) Esichaikul (2012). rafts of research has been undertaken on tourist motivation to move to a event finale but little has been done on motivation of touri sts to move in void or embark activities. Few have been canvass as part of research and most commonly and recent ones healthy known atomic number 18 from Hudson (2003) Pomfret (2004) Phan (2010) Smerek (2010) Reynolds and Hritz (2012).Referring to Leipers philosophy, understanding tourists consumer behavior is an essential joyride for successful tourism planning and securities industrying activity (Choibamrong, 2005). It is obvious that consumers behavior is by no means easy and is mouldd by so more an(prenominal) factors primarily in globalisation era3.3. Adventure, fumble boomers and Motivationbirdsong et al (1997) in Sung et al (2004) stated thatin adventure travel it is significant to understand the chief(prenominal) motives of state to affiance in ad hoc activities, analyzing the travelers characteristics such as demographic information, psychographics like main of necessity and sine qua nons and their ruler expectation (Weber, 2001). Studies have demonstrate d that older tourists perceived adventure tourism more than tempting and want to adventure themselves to gain a personalised satisfaction (Gibson and Singleton, 2011). Some older flock have the desire to recrudesce a itinerary from stress and boredom of daily routine. They want to enjoy their holidays with a range of exciting and red-hot visiblely challenging activities and meet new people to build up relationships (Camden and Mccoll-Kennedy, 1990 Kludge, 2005).To understand motivation in leisure time activities is to understand what encouraged tourists to choose a certain activity (PhanThi Kim Lien, 2010). data-based studies have shown that the change of location C ber Ladder (TCL) model was an adequate musical instrument in understanding travel motivation (Kim, 1997 Lee, 1998 Loker-Murphy, 1995 Mills, 1985 Pearce, 1988, 2005 Teichmann and Zins, 2009). The TCL model is the most probableapplication for the aspiration of motivational research for special markets such as ec o tourists for instance (Pearce, 2005). From this statement, we extrapolate that the model is thus discover to be a suitable dick for adventure tourism. The concept of the TCL model was initiated by Pearce (1988)and updated in his publication in 2005, The Tourist Behavior Themes and Conceptual Schemes (McNeil and Williams, 2011).Adapted from Maslows (1970), Pearce adopt the five ranked categories of influencing the tourist motivation (Teichmann and Zins, 2009). This includes Biological ask (Relaxation needs), safety and credential needs (or level of stimulation), Relationship development and extension needs, self-esteem and development needs and Self-actualization and fulfillment needs. The TCL presumed that tourists when gaining more travel vex will go up the ladder towards high-level needs. Figure 2 demonstrate the hierarchy of Pearce Travel cargoner ladderThis includes Fulfillment level, Self-esteem and development, relationship, stimulation and relaxation.http//ars.els-cdn .com/content/ persona/1-s2.0-S0160738398000449-gr1.gifFigure 2 Hierarchy of Pearce Travel C beer ladder artificial lake Ryan (1998)harmonize to the TCL model and diverse tourist motivation and experience, people whitethorn start at opposite level of the ladder this may varies with some up warding the ladder and some otherwisewises down warding it (McNeil and Williams, 2011). For instance, a new tourist in adventure great power wish to start with a kooky activity like bird-watching or horse-riding, an activity that require less fleshly efforts, low in risk of infection and experience peace and harmony. Moreover considering the aegis and safety needs, one must wish an activity low from risk while the other one seeking for adrenaline might want an activity high in risk.As per Phan (2010), someone might have a greater need for achievement rather than a need foraffiliation, power, or uniqueness. This can involve dynamic in an activity or doing something all alone isolating thems elves from others so as to satisfy main needs and desires. Additionally, such individuals like to set personal goals that argon uncomplete too low in a way for it to be achievable nor too high that would be impossible.It is significant to point out that resembling to Maslows hierarchy of needs, the TCL coincide with the theoretical framework, because it clearly shows that as people bring on more experiences, their motivation tend to change (Ryan, 1998). Moreover, Ryan (1998) notes that those traveling for the first conviction might prefer to book a package tour for more security butin time and with more experience will opt for a more self-arranged travel itinerary (McNeil and Williams, 2011). Similarly, Crompton (1979) came out with seven dimensions of motivation as an influence to leisure this include dodging relaxation prestige exploration and self-evaluation regression kinship relationships enhancement and facilitation of brotherly interaction. It is and observed that mot ives for sociable interaction, enhancement of human relations and pleasure seeking has repetitively been observed and analyzed as major motivating factor in different studies (Beard and Ragheb, 1983 Kim and Chalip, 2004 Kozak, 2002 Wann, Ensor and Bilyeu 2001 Zhang and Lam, 1999), cited in (Regan and Carlson, 2009).Another tool, well known in evaluating tourist motivation is the leisure motivation scale of Beard and Ragheb (1980 1983). This is found to be a suitable tool in measuring leisure motivation factor since it encompassesintellectual, social, mastery/competence, and stimulus avoidance motives. The intellectual elements mean that people participating in leisure activities atomic number 18 in quest of discovery, increase their knowledge. The molybdenum factor is the social motive this implies a personal motive that will satisfy human relationship with others, a sense of belonging, and respect from others (Maslows hierarchy, 1943). The threesome motivational factor is compet ence/mastery motive. This stimulates individuals engaging in leisure physical activities to achieve, master, challenge and compete. The last motive is the stimulus-avoidance motive, which is about escapism from the categoric routine, stress and tension, or to refresh and have rest in a new environment (Phan, 2010 Niemela, 2010).3.4. Segmentation based on motivationAccording to Schiffman and Kanuk (2004 158), Market Segmentation can be defined as the process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a distinct market mix.When talk about motivation, it is important to consider the aspect of segmentation. The baby boomers could be considered as one segment of new or future retirees but their motives ar diverse (Phan, 2010). Categorizing the motives into different characteristics will help researchers and marketers to benefit from profound and profitable information.It has been obse rved that the expansion of adventure tourism is principally due to a demographic, personal, socio-economic, political and technological change (Swarbrookeet al. 2003). It is true that changes atomic number 18 not unremitting and keep updating, but such trends are known to be founding of forecasts for several researchers.One of the most important influences of tourist motivation is the demographic characteristics (Rose and Kahle, 1998 Muso, Hall and Higham, 2004 Bonera, 2008). Demographics element consists of gender, age category, family patterns, nationality (Swarbrookeet al. 2003 Bonera, 2008 Devonish and Jonsson, 2008). Many women have few children or have already adult children living on their own and as part of family and household structure there are more single-parent families and childless couples (Swarbrooke et al. 2003).Another aspect which is gaining more persuasion on the tourist motivation is age (Bonera, 2008). Gibson and Yiannakis (2002) have examine this theory, u nderlying the tourism reason done a life cycle. This explains that those baby boomers aged from 47 to 50 are more motivated to travel and engage in activities due to headmaster economic benefit. This additionally led to a desire to show glowering their status reached, in quest of challenge and adrenaline or apparently a desire to experience something new completely different from their common routine. While those aged between 50 and 55 years old, and those over 65 are more involved in soft activities that demand less effort and where security is mended.On the other hand other research has found that gender and age are factors affecting the perceived image and pickaxe for fussy leisure areas (Baloglu, 1997 Baloglu and McCleary, 1999 Chen and Kerstetter, 1999 Walmsley and Jenkins, 1993).In opposition, Andreu, Kozac, Avci and Cifter (2005) found that age of someone do not have any striking influence on the motivation. The authors assessed that females had stronger motivations to travel than males where male tourists had a preference for more demanding volunteer(a) activities, asking for actionswhile female tourists had a stronger need for relaxation and escape-based motives (Devonish and Jonsson, 2008).As mentioned earlier, nationality as well as culture can influence the tourist choice in engaging in adventure activities (Swarbrooke et al.2003). This includes tourists from cold areas traveling in warm areas or vice versa, choosing a destination where the climate might be more adequate and better to practice a particular activity than would have been in their country. This can include tourists from European market coming to exotic destination to do water sport activities like whitewater rafting, kite surfing, or wind surfing such activities existence more suitable for exotic destination having the sea, good wind conditions and deep waves. These demographic trends are a result of a change in social advancement and more financial power moreover there are so cio-economic factors.Socio-economic trends include income and time disposable, changing attitudes to ageing, lifelong education, Health and fitness. In todays world, baby boomers have the time, tendency to travel and experience new activities but more importantly have the money to enjoy all the privilege of amateurish activities (Patterson, 2006). It is observed that in nearly all developed countries, those people being 55 or above benefit from better discretionary income having all investments and debts cleared for the house, having adult children no longer dependent on them (Chon and Singh, 1995).As seen previously, baby boomers tend to be more educated than their predecessors (Patterson, 2006). Mintel (2000b) state leisure is perceived as a personal growth since individuals turn out to be more full-grown and more educated. As a result, these people are more interested to engage in adventure for self-development and to amend lifelong education (Swarbrookeet al .2003). Moreover, an increase in healthier way of life is an indication of more baby boomers participation in adventure activities.A modernization in technology has result in an majestic increase in adventure participation. This has improved the ease of opening to many adventure recreation sites. Subsequently, technological improvements have brought some facilities to the skill of the role player primarily while engaging in dangerous proceedings or environments. There is alike progression in clothing and equipment, for example climbing ropes (Ewert and Hollenhorst, 1997). Baby boomers are really concerned about safety and security aspects and such measures being taken by adventure operators has encourage further participation. In addition, due to the technological advancement, baby boomers are now recording their own trip arrangement through direct reservation on the internet, aspect on their own for discounted prices rather than going to tour operators. Parr (2012) set this trend and argue t hat internet booking has known a fast growth since 7years. In 2005, they used to book their holidays through direct travel agency but in 2012, this has dropped down and more baby boomers are now finding it easier and cheaper to book on the internet.3.5. Push and Pull FactorsThe notice to comprehend tourism motives in any tourism literature is lots categorized into the terms push and break forces (Crouch et al, 2004). Dann (1977) was the first researcher to jut out these two dimensions, other researchers relied on the theory as well (Crompton, 1979 Mannel and Iso-Ahola, 1987 Bandura, 1987 kwai and Donald, 1990 Andreu, Bigne and Cooper, 2000 Kozak, 2002 Swarbrooke et al, 2003 Woodside and Martin, 2008).3.5.1. Push factorsPush factors can be defined as intangible factors that push a tourist away from his home, while Pull factors are tangible factors wedgeing tourists towards a destination (Andreu, Bignr and Cooper, 2000) in (mo 44). Push factors are often related to inner motives such a desire for variety and escapism (mo 29) and pull factors similar to outer motives like the attractiveness of a particular destination or activity (mo 29). Conventionally, push motives were considered as useful to elucidate the reasons for travelling, in this study engaging in the activities while pull motives is observed as practical to give explanation to the actual destination or activities choice (mo 27).Push factors are principally known to be socio-psychological motives that affect the tourist consumer decision, whilst pull factors are those stimuli that pulled someone to try the experience (Mo 37). Crompton (1979) in partial agreement with Dann (1977) considers seven push factors include escapism from the daily routine, examination and evaluation of self-development and progress, in quest of new knowledge and social relationship. The pull motives involve novelty and education (mo 47), (mo 6).Baby boomers are mostly pushed in adventure tourism for fun (Hudson, 2003). Baby boomers are in quest of latest and exciting adventure experiences, test their physical abilities and continue to be more active. Swarbrooke et al (2003) (Mo 1). Patterson (2006) points out that some are really seeking bigger change, diversity, challenge to escape the monotony of day-to-day routine. On the other hand, Muller and OCass (2001) put forward the notion of prejudiced age as foremost motive for baby boomers to take on adventure travel. Older people have this desire and nostalgia to feel junior and their trip and choice preferences are frequently similar to younger people (Patterson, 2006). There is nowadays an increasing consideration and need for personal development, this was principally due to higher education, professional development and excellence and thanks to globalization that such demand and motives have been popularized (Swarbrooke et al.,2003).3.5.2 Pull factorsPull factors are also known as outer motivations (Robinson et al, 2011), where individuals is pulled or enticed by other factors to engage in something while the decision has already been made (Lam and Hsu, 2006). On the other hand, Jang and Cai (2002, p.114) state that pull elements is what influence someone in its decision, this encompass the When, Where and How to do things.In the context of Adventure Tourism, destination is one element of pull factors that play a vital role in the motivation of individuals (Ewert, 1985 Millington et al., 2001, p.77). This could be choosing a destination because of the beauty that comprise its natural surrounding, for instance victorious the decision to go for Safari in Kenya or going for climb up in the Himalayas. Moreover, the pull factor could be due to a prosperous weather condition (Pomfret, 2004).For example, to enjoy from a good weather conditions for kite surfing in Mauritius, one should participate in it during the winter season, starting line from June to November. These periods are suitable since the island is under the So uth East Trade winds influence.In addition, the natural environment in which the activity is occurred can be studied all the way through the Recreation opportunity Spectrum (Pomfret, 2004). The Recreation Opportunity Spectrum can be defined as the availability of the choice to participate in a preferred recreation activity within a preferred setting and to enjoy the desired experience (The British capital of South Carolina Resources Inventory Committee, 1998, p. Iv). This encompasses a range of setting prior to the physical environment including majorly access, remoteness, naturalness as well as the countryside and topography (Clarke and Stankey, 1979). This natural setting in adventure tourism could be seen as an influential factor. For instance, a baby boomer might prefer a natural landscape where access is not so easy, requiring a minimum level of risk, being alone primitive and one with nature. On the contrary, another can be looking for a site where access is easy, easy-doing activities and where they could benefit from some facilities on-site. Therefore, it is to be note that the decision to participate in the activity was already made thus far the characteristics of the location could act as a dominant feature in the individuals choice.Finally, there are the marketing elements acting as basic stimuli as part of pull factor. This include the marketing mix which is product, place, price, promotion (Kotleret al., 2008), followed by promotional and advertising aspects (Goosens, 2000). Though through brochures, travel books and internet, individuals are persuaded or stimulated to engage in a particular activity.