Tourism Motivation
Tourists are motivated to be involved in tourism for a variety of reasons. An obvious motivation is to have an enjoyable experience, but there are many different ways to achieve this. Some people will be happy to lay in the sun on a beach and do very little, however, others may want to be very active and spend time climbing a mountain. Getting away from the ‘normal’ environment of home or work, in other words, following the dictum, ‘a change is as good as a rest’ can be another reason for being involved in tourism. In reality, it is often a combination of factors that leads people to travel, although some of these may be more important than others. In the first part of this chapter, tourism motivation is discussed; the second section is concerned with how motivation can be converted into demand.