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Motivation for Travel | Theory: Plog, Maslow, Hudman, Krippendorf, Nickerson, General Theory

  • Post last modified: 13 January 2023
  • Reading time: 33 mins read
  • Post category: Tourism

What is Motivation for Travel?

Travelers are motivated to satisfy a need, and they have a perception of what will satisfy their needs. At the same time, travelers have a perception of the attractions of the destination and whether the attractions satisfy their needs. If both sides are agreed, travelers are motivated to visit that destination.

Table of Content

  • 1 What is Motivation for Travel?
  • 2 Travel Motivations
  • 3.1 Economic Capacity
  • 3.2 Spare Time
  • 3.3 Psychological Factors
  • 3.4 Group, Family and Social Atmosphere
  • 3.5 Relaxation and Health
  • 3.6 Exploration and Risk-Taking
  • 3.7 Spirit and the Appreciation of Beauty
  • 3.8 Social Interaction
  • 3.9 Business Affairs and Official Matters
  • 3.10 Family Responsibilities
  • 4 Plog Theory
  • 5.1 Psychological Needs
  • 5.2 Safety Needs
  • 5.3 Personal Interaction Needs
  • 5.4 Esteem Needs
  • 5.5 Self Actualization Needs
  • 6.3 Pleasure
  • 6.4 Religious and Spiritual Appreciation
  • 6.5 Professional and Business
  • 6.6 Friends and Relatives
  • 6.7 Roots Syndrome
  • 7.1 Recuperation and Regeneration
  • 7.2 Compensation and Social Integration
  • 7.4 Communication
  • 7.5 Broadening of the Mind
  • 7.6 Freedom and Self-Determination
  • 7.7 Self Realization
  • 7.8 Happiness
  • 8.1 Physiological Needs
  • 8.2 Safety Needs
  • 8.3 Personal Interaction Needs
  • 8.4 Esteem Needs
  • 8.5 Self Actualization Needs
  • 9.1 Travel Personality
  • 9.2 General Personality

The Definition of “Motivation” A motivation is a wish that prompts people to take action, work hard to achieve a goal, and satisfy a certain kind of need. For example, when a person is hungry and there is a need to appease his or her hunger, a motivation to search for food is formed.

Therefore, people’s activities of all kinds are driven by their motivations, and they govern people’s actions.

Travel Motivations

  • Why do we go travelling?
  • Why do we choose to travel to a certain place?
  • Why do we participate in a certain travel activity?

These are essentially questions about tourists’ travel motivations. Travel motivations directly spur people’s travel activities.

A travel motivation is the psychological need of a person to participate in travel activities, and this kind of need will directly promote travel motivation; if you have motivation, a travel action will result.

However, in real life, the process from the formation of a travel motivation to the occurrence of an actual journey, action is a complex one.

During this process, when people have a need to travel, they must also have corresponding individual factors and external environmental conditions, such as physical fitness, financial status, weather and transport, etc Factors that Influence Individual Travel Motivations

10 Motivation for Travel

These are the motivation for travel which discussed below:

Economic Capacity

Psychological factors, group, family and social atmosphere, relaxation and health, exploration and risk-taking, spirit and the appreciation of beauty, social interaction, business affairs and official matters, family responsibilities.

Economic capacity is the basis on which all needs are formed. Because travel is a kind of consumer behavior, the ability to pay the various types of charges involved is of course necessary. When a person’s economic income can only support his or her basic living needs, he or she will not form a motivation to go traveling.

As an economy develops, in countries and regions where citizens’ income increases, the tourism industry becomes more developed, and the number of people who go traveling climbs, or drops when the opposite applies.

Spare time refers to the time that people can freely allocate to taking part in pastimes and entertainment or anything else they enjoy participating in after their daily work, study, living, and other compulsory time commitments.

Therefore, spare time is an important condition for the realization of travel activities. In developed countries, labor protection laws are relatively strong and workers have statutory holidays, both of which ensure that people can form travel motivations.

Travel motivations are a form of individual psychological activity and are inevitably influenced by various aspects such as individual interests, hobbies, profession, attitude to life, understanding of the surrounding environment, level of education, and family.

Social Factors that Influence Travel Motivations. It is only when the economy of a country or region is developed that it will have enough resources to improve and construct travel facilities, develop tourist attractions and promote transport development.

Road transport facilities, accommodation, catering, and service standards at a destination are important factors in the tourists’ choice of destination, and also affect their formation of travel motivations to a large degree, especially for tourists with relatively high hospitality expectations.

Group or social pressure can also influence people’s travel motivations. For example, travel activities organized by enterprises, or travel awards, etc. encourage people to form their own travel motivations involuntarily, and travel activities subsequently take place.

Social surroundings can also influence people’s travel motivations. Colleagues, friends, and relatives travel behavior and travel experiences can always influence others, or lead to the formation of comparative psychology, making people form identical travel motivations, and leading to the formation of a kind of imitative travel behavior.

People who have stressful or monotonous daily lives or work participate in travel activities such as relaxing travel and recuperation holidays in order to relax and loosen up, as well as keeping healthy and finding entertainment.

For example, natural scenery, historical monuments, parks, the seaside, hot springs recuperation areas, etc., are all tourist choices for this type of travel motivation.

Travelers who are curious, knowledgeable, and adventurous, such as the Himalayas climbing parties and North Pole explorers.

For travelers with this kind of motivation, their travel activities are mainly directed at distinctive, beautiful things and phenomena in the natural world, as well as to visiting museums, exhibition halls, and famous tourist attractions, and participating in various types of theme-based travel activities, etc.

People all go traveling to meet friends and relatives, to find their roots and search for their ancestors, and to get to know new friends, etc.

Travelers in this category require that the personal relationships they maintain in the course of their travels be friendly, cordial, and warm-hearted, and want to care for Religious Faith People who have a religious faith go traveling to participate in religious activities and take part in religious studies, and those who travel driven by religious faith motivations do so mainly to satisfy their own spiritual needs. Religious travel is divided into two categories: pilgrimages, and missionary work.

People go traveling for various types of business and official activities, such as special trips to buy goods or diversions to a certain place to go traveling; business trips to a certain place to take part in academic observation, communicate, etc.

Travel activities participated in by groups, government delegations, and business associations, etc., that go to a certain place for discussions, etc.

Because they are busy at work, people will normally neglect to take care of and look after their family members and friends. For these people, they go traveling to satisfy a responsibility or obligation to their parents, wife or children, or to relax and have fun with friends.

Therefore, every summer, the number of family-based tour groups will increase greatly.

Plog Theory

Based on Plog’s theory, travel motivations are related to a very narrow spectrum of psychographic types:

  • Educational and cultural motives to learn and to increase the ability for appreciation, scientific research; trips with expert leaders or lecturers.
  • Study of genealogy such as visits to their ancestor’s homeland to trace their root.
  • Search for the exotic, such as the North Pole and the South Pole, the Amazon, etc.
  • Satisfaction and sense of power and freedom such as anonymity, flying, control, sea travel, fast trains.
  • Gambling – Las Vegas, Atlantic City, Monte Carlo, Bahamas, Puerto Rico.
  • Development of new friendships in foreign places.
  • Sharpening perspectives such as to awaken one’s senses, heighten awareness.
  • Political campaigns, supporting candidates, government hearings.
  • Vacation or second homes and condominiums Near-Allocentric Motivations.
  • Religious pilgrimages or inspiration.
  • Participation in sports events and sports activities.
  • Travel as a challenge, sometimes a test of endurance such as exploring mountain climbing, hiking, diving.
  • Business travel, conference, meeting and conventions.
  • Theatre tours, special entertainment.
  • A chance to try a new lifestyle Midcentric Motivations.
  • Relaxation and pleasure travel just for plain fun and enjoyment.
  • Satisfying personal contacts with friends and relatives.
  • For health reasons such as to change the climate, sunshine, spas, medical treatment.
  • The need for a change for a period of time.
  • An opportunity to escape from life’s problems.
  • The real or imagined glamour of the destination.
  • Appreciation of beauty such as national and state parks, forests, lakes, wilderness areas, canoe trips, ocean shores.
  • Sensual indulgence such as food, comforts, luxuries for the body, romance, sexual.
  • Enjoyment, rest, relaxation.
  • Shopping such as souvenirs, gifts, expensive possessions like cameras, jewels, furs, cars, antiques, art.
  • Joys of transportation – cruise ships, gourmet meals, buffets, comfortable trains, buses, airplanes, autos.
  • Pleasure of pre- and post-travel includes planning the trip, anticipation, learning, dreaming. family or personal matters.

Maslow’s Hierarchy of Needs

Maslow (1971) distinguished five different levels of psychological needs ranging from physiological needs to self-actualization. According to his theory, the satisfaction of people’s basic needs is a prerequisite for the satisfaction of the higher needs.

Maslow argues that all behavior is motivated by psychological needs, for behavior serves to fulfill those needs physiological needs:

Psychological Needs

Safety needs, personal interaction needs, esteem needs, self actualization needs.

These are needs required by humans to sustain their existence and prolong their lives and are the minimum basic needs, including needs relating to food, water, oxygen, sleep, a place to live and warmth, as well as clothing, food, shelter, mobility, sex, and other psychological functions.

If these needs cannot be fulfilled, human existence becomes a problem.

These are needs that represent human desires to protect their own bodies and minds from injury and to guarantee safety and stability. For example, needs relating to health, a safe and orderly environment, a stable career, and the avoidance of unforeseen accidents.

When a person’s physiological needs have been fulfilled, he or she will want to fulfill such safety needs.

Personal interaction needs include the need for love and a sense of belonging. The need for love refers to the fact that people all hope to achieve harmonious relationships with friends and colleagues or to maintain friendships; everyone wants to love others and be loved.

In addition, the need for a sense of belonging refers to the fact that people all want to have a sense of belonging, and want to gain the acceptance of a certain group and to be included and valued by it, as well as for its members to care for and look after each other.

These are human desires to gain other people’s respect, a satisfactory status, due human rights, reputation, and prestige, and to realize a certain social position.

These are human desires for the need to give full play to one’s own potential and to realize one’s own ideas and aspirations, including the seeking of knowledge, the appreciation of beauty, creativity, achievements, etc.

Maslow considered self-realization to be mankind’s highest level of needs, which signify a full, enthusiastic, wholehearted experience of life.

Hudman’s Motivators of Travel

These are some hudman’s motivators of travel theories :

Religious and Spiritual Appreciation

Professional and business, friends and relatives, roots syndrome.

People travel for improving their health. They would go for leisure and medical treatment to relax and entertain themselves. Natural landscapes, historical sites, coastline, spas, and resorts are the destinations of these travelers.

Curiosity People travel because of curiosity, inquisitiveness, and adventure. Politics, culture, public figures, physical features, and disaster would attract these travelers.

People travel for sports to release their pressure and fantasize about being an athlete. Being a spectator could experience the atmosphere of the competition, and have social contributions such as connecting with other audiences and meet new friends.

Vocation relates to pleasure because it could give routine life a break. People would try new things and participate in activities that would make them feel happy, such as visiting art museums, watching operas and gambling, etc.

People travel for spiritual needs. They visit religious headquarters usually because of religious reasons. In this way, they could have a stronger belief in their religion. On the other hand, many travelers gain satisfaction by the appreciation of natural landscapes, art performances, and visiting museums and historical sites.

People travel for business such as scientific expeditions, business meetings, conventions and education.

People travel because they want to visit their friends and relatives; it shows their care of family and friends.

People travel to trace the root of their family or the culture of their homeland. Pedigree research and hometown exploration are the common activities of these travelers.

Many people travel for gaining respect from others and a satisfying social status because one with plenty of travel experience and knowledge of different countries is usually admired by others.

Krippendorff Reasons for Travel

Research on reasons for travel uncovers an endless list of travel motivations. Apparently, people want to ‘switch off, relax’. They want to ‘get away from everyday life, ‘recover strength’ and ‘experience nature’ ( Krippendorff, 1997 ). Krippendorff (1997) distinguishes eight reasons for travel:

Recuperation and Regeneration

Compensation and social integration, communication, broadening of the mind, freedom and self-determination, self realization.

People get tired during working weeks, and use vacations to replenish their ‘bodily and mental strength’.

Tourism compensates for everyday social failure by presenting another world next to everyday dreariness.

Everyday life contains more and more aspects of stress; people want to escape from this.

Traveling abroad gives people a chance to gain human warmth, to establish contact with other people.

People want to satisfy their interests in other cultures and nature.

Tourists are in a position to largely make up their own rules; they are free from any obligations.

An unfamiliar and strange environment offers a great chance for investigating and enhancing the Self.

Vacations are highly associated with joy and pleasure, so happiness becomes a reason for embarking on a holiday trip.

Travel is a complex social action, and tourists use to travel to satisfy their own various needs. At the same time, under the influence of external environmental conditions, motivations always change as the environment changes.

Therefore, the same tourist’s motivations for going on different trips will differ from each other. At the same time, a lot of travel motivations do not just involve one motivation but may include various kinds of motivations.

Nickerson’s Travel Motivations

Furthermore, following the above reasons for travel, tourism seems to serve psychological needs. Nickerson (1996) argues that deep psychological needs are the basic motivators for tourism. She uses Maslow’s “Hierarchy of Needs”, a theory about psychological needs and motivation to describe people’s motivation to travel.

Nickerson applied the Maslow’s Hierarchy of Needs to describe travel motivations as below:

Physiological Needs

This can explain why people go to the seaside or a mountain retreat to avoid the heat; these are all actions required to be performed by certain physiological conditions inside the human body.

To travelers, safety needs are expressed in terms of the safety of people’s life, property, and psychology. They hope that in the course of a journey, no vehicle or boat accidents occur, they don’t get sick, they’re not robbed, they don’t have things stolen, and that they safely complete the entire journey, etc.

They also hope to achieve a psychological feeling of security. For example, they hope there is no political upheaval or war in the country they go to and that social order is sound there, etc.

Although the natural scenery and human cultural landscape of some countries are extremely rich, tourists would lose the motivation to travel there if the country has been involved in a long period of upheaval or war.

Therefore, the need for safety is one of the most important factors that influence people’s travel behavior.

Tourists’ personal interaction needs have diverse characteristics. People who go traveling all want to be able to travel together with close friends, get to make new friends in the course of their journey, understand different cultures and customs through interaction with local people, or enhance their friendships by visiting friends and family.

Therefore, travel is one of the most effective activities for people to make new friends, meet up with old friends around the world, and promote contact between people.

A person who has experience of frequent travel and knows a lot about different countries and regions is often admired and respected by others, which helps to fulfill the need to be respected as an individual.

Travel can involve a search for stimulation, challenging oneself, and acquiring knowledge about new things, and this kind of travel involves expressing one’s own self-value to fulfill self-actualization needs. For example: climbing Mount Everest.

The Push-and Pull Theory In 1977, Dann, a U.S. academic, put forward the push-pull theory of travel motivations. He considered that travel behavior was influenced by both push factors and pull factors. People travel because they are “pushed” into making travel decisions by internal, psychological forces, and “pulled” by the external forces of the destination attributes.

Travel Personality and General Personality Theories

Travel personality, general personality.

As stated before, motivation, opportunity, and ability are not the only determinants of tourist behavior. Personality influences traveling behavior too. For example, people who want to climb Mount Everest, in general, have certain personality traits in common.

Most of those people will have a tendency to sensation seeking, for climbing mountains is performing risky behavior.

The personality dimensions used are commonly used in personality psychology. Therefore it seems relevant to explore a few basic aspects of these theories. Four personality dimensions are used to describe tourists in order to indicate motivations for different types of travel:

  • Activation: A guest’s level of excitement, alertness or energy.
  • Variety: The need for change or novelty.
  • Extraversion or introversion: The extent to which a person is outgoing and uninhibited in interpersonal situations.
  • External or internal locus of control: The way people perceive whether or not they themselves are in charge of the happenings in their lives.

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Tourism Beast

Travel Motivation

There is always a motive behind everything happens in this world. Always there is a motivation in doing any work or anything. There are mainly two factors in behind happening anything it may be pull factors or push factors. In tourism, behind the movement of tourist there are various motives, it may may be leisure, business, pilgrimage or any other.

As we know tourism is a people centric and one of the fastest growing industry. Assessing behavior and motivations of tourist is a critical task as travel decisions of tourist depends on it. Travel has been a nomadic urge in human earlier in quest of food. As humanity grows desire for shelter came into being and with the rises of civilization search of trade bundles with safety and security. The game changing moment for mass tourism comes with the rise of leisure time. Assessing motivations of tourist is a critical task as travel decisions of tourist depends on it.

Motivation is an intrinsic property of a human-being that arises from the inside or of psychological origin. A combination of internal and external forces that motivates to drive the tourism industry. To satisfy all the levels of needs such psychological, physiological, etc. humans travels. It tells of tourist attempt to satisfy their recognized need and strongly influence decisions made by tourist in every steps of decision. Various theories have been developed to reveal the most important question why people travel?

The answer to this question is influenced by the nature of the travel motives.

4.  Types of Motivation  

Motivation can be classified into categories:  

1.  Intrinsic Motivation:  

this type of motivation comes from the inside through the core of the heart and mind of the tourist to do any specific work. t is defined as the performing of an activity for its intrinsic motivation that emerges from an individual’s inherent satisfactions, enjoyment, challenge entailed, interest or the feeling of inner pleasure that drives from the task rather than for some external pressures, or rewards or any separable consequence.

2. Extrinsic Motivation:  

  All the external factors which tends and individual to do any specific work. Individuals performs certain activities in order to attain or receive something from the outcomes. It involves executing an action influenced by the outer stimuli, to attain an external reinforcements or rewards from others such as money, praise, status etc.

Travel Motivation Theories

The tourist selecting to travel for business, leisure, pilgrimage, adventure or for other reasons, depends on motivation to visit destination. There are some common factors influencing tourist travel decisions such as 

•      Availability free time

•      Disposable income

•      Age and status

•      Attractiveness of destinations

A. Gray’s Travel-Motivation Theory .

 Gray explains the motivation of individual and given two motives for travel:

Wanderlust:   

It describes the motive or the desire to go from a known to an unknown place. It is travelling from or leaving a familiar places to go and see different or unfamiliar places. It is about going to different destinations to experience monumental and socio-cultural heritage.

It is a type of travel to a destination that can provide the tourist with specific facilities or better amenities. It is travelling for particular purpose or facilities that are not available in place of residence of the tourist.

B. McIntosh and Goeldner Categorization of Travel Motivation 

McIntosh has stated that basic travel motivators may be grouped into four broad categories:  

1. Physical Motivators 

These types of motivation are concerned with the individual physical health and well-being involves physical relaxation and rest, sporting activities, medical care or treatment and specific remedial health management. It include physical motivators that are concern with health from recreation to attending yoga camp to medical treatment for upkeep of health. 

2.Interpersonal Motivators   

Human are social animal and always keen to make new friends, have a desire to visit and meet relatives and friends, or simply want to escape from the daily hassles of everyday life. These type of motivators are termed as interpersonal motivators.

3.Cultural Motivators

Cultural motivators are describe as curiosity that tourists have and want to experience different people’s cultures and lifestyle. These are related with tourists desire to travel to different destination, in order to know about other countries, people, their culture, tradition, life style, art, music etc.

4.Status and Prestige Motivators    

Tourists travel to secure respect among their friends or in family and recognition of education and knowledge or for pursuit of hobbies. These types of motivators are identified with the need for fame and status or of personal esteem and personal development. It also include travel for business or professional interests. 

C. Anomie and Ego Enhancement Motivation Theory

            Dann investigated two push factors and proposes that motivational factors can be grouped into anomie and ego enhancement. 

Anomie refers to the need and desire to rise above the feeling of loneliness and quarantine inherent in everyday life and to get away from daily hassles. It is associated with search for life’s meaning and interaction with family and friends and social communication. The anomic tourists are mainly young, married, male mostly repeat visitors. They are from urban and rural areas and are above-average socio-economic status.

2.Ego enhancement  

Ego-enhancement tourists are the opposite end of spectrum. It derived from desire and need for recognition. The individual’s desire and need for social recognition is mainly associated with it and is achieved through the status or ego enhance conferred by travel. Ego-enhancement tourists are likely to be female, married or single mostly first-time visitors. They are older than anomic tourists and typically from lower socio-economic group. 

Dann argues that push factors are logically, and often an antecedent to pull factors. The question that  ‘what makes tourists travel’  can only be recognized through the push factors. As the tourist to take two different difficult decisions at two diverse times i.e. “whether to go” and “where to go”. 

D. Push and Pull Theory

Crompton identified two different levels of socio-psychological motivation. The first level of motivation is the desire to travel, that drives the initial decision for a trip or a vacation. It subsequently facilitates individual’s decision for destination. The second level of motivation drives the decision of selection of destinations. After the initial decision for making a trip, various motivation factors comes into being that impact the selection of destination. Crompton proposes two groups of motives among pleasure vacationers, one that push for a trip or tour are socio-psychological motives, while another factors that pull are cultural motives. 

travel motivation in tourism

1.Push Factors.   

Push factors are those factors which motivate people to travel. Push factors are initiating travel desire of an individual to engage in recreational activities or tourism. .Push factors are the inner motives which tends tourists to seek activities for needs fulfillment. Some push factors of travelling are:

•      Exploration and evaluation of self.

•      Escape from a perceived mundane environment.

•      Relaxation.

•      Health and fitness.

•      Re-experiencing family.

•      Facilitation of social interaction.

•      Enhancement of kinship relationships.

•      Novelty.

•      Cultural experiences.

•      Education.

•      Prestige.

2.Pull Factors 

All the external factors that pulls or attracts and individual towards some specific things or any destination. Pull factors appear due to the attractiveness and the attributes associated with the destination. It is related to the external condition, cognitive aspects or choices available on a destination such as attractions, climate, culture etc. Everyone has unique taste and choices which attract or pull individuals experience the destination. Identifying a set of pull factors that can be applicable to all sites is possible as different destinations have different or unique set of pull factors. 

Pull factors were characterized by  facilities ,  core attractions  and  landscape features .

•      The  facilities factor  encompasses all tourism facilities of a destination including fooding, lodging, roads, hospitality and security. 

•      The  core attractions  factor includes all those activities and services available for tourism. It includes sports activities, night life, entertainment and amusement and shopping facilities. 

•      The  landscape features  pull factor strongly relates to the geographical and sociocultural features of destination i.e. natural and cultural environment of destination. 

E. Escaping and Seeking Motivation of Mannell and Iso-Ahola

Mannell and Iso-Ahola   defined the motivation in socio psychological perspective. A two-dimensional model of tourist motivation where both the forces simultaneously influence tourists’ behaviour. The theory consists of both personal and interpersonal escape & seeking motives together. An individual perceive that satisfaction can be feel from leisure related activities, for two major reasons 

Escaping  – the desire to get out from the monotonous environment of work.

Seeking  – the aspiration to get intrinsic psychological rewards from other or self through traveling 

Tourist are motivated for leisure or tourism related activities in order to get away from the personal and/or interpersonal problems of day to day hustle and bustle of life and get personal and/or interpersonal rewards from passive and active tourism activities.

Personal rewards  are more about individual satisfaction includes exploration and relaxation; learning, challenge, a sense of competence etc.

Interpersonal rewards  are arising from social interaction with family and friends or with other people in destination.

Intrinsic rewards  arise from the activity that provide certain feelings, such as a feeling of mastery and escape from the monotonous environment. 

F. Travel Career Ladder (TCL)

The travel career ladder approach was proposed by Pearce. The approach is based on Maslow’s hierarchy of needs theory of motivation. 

Following Maslow theory, the proposed model sees the needs of travelers is organized into a hierarchy or ladder model. Biological needs including relaxation at the foundation level, followed by safety needs and relationships needs, and in line selfesteem and development needs, and fulfillment needs at the highest level.  

The model identified five steps of hierarchy affecting tourist behaviour. It suggests that a group of needs in the ladder steps or level can be dominant at a particular time but travel motivation of tourist may derive from the different level of ladder. It emphasizes all the motives for traveling of a tourist, rather than a single motive. TCL proposes that every individual or tourist headway upward through hierarchy levels with accumulated travel experience and psychologically maturity. 

This shows that travel motivation changes as tourist acquire experiences in tourism developmental and dynamic motivations process. An individual can descend or ascend on the ladder as the direction of the change in level may vary with the experience. Some individuals may undergo every steps or level on either side of the model or may ascend the ladder on one side of the schema. Each individual every time not seek the similar type of experience or fulfillment from travel.  For example: First time visitor may be more cautious of safety and security then repeat visitor due more knowledge and experience about the destination or of trip. 

G. Travel Career Pattern (TCP)

The TCP model is modification of the earlier Travel Career Ladder (TCL) approach. The TCP emphasis on motivations patterns of tourist over their life cycle because of different motivation and its impact on their travelling experience. Travel experience plays a driver role for changing travel motivations which has crucial part in

TCP model. Travel experience is the collective changes in an individual’s perspective about self and environment due to tourism activities and events that individual passes through in course of travelling. 

Pearce suggested three layers of travel motivation:

Layer 1-  It is the core of the TCP and includes common motives such as escape, relaxation, health and fitness, social interaction etc. 

Layer 2-  It comprises series of moderately important motivators that surround core layer of motivations. It related to self-actualization and interaction of guest with the host society and environment. 

Layer 3-  The outer layer of model embraces motives with lesser importance such as social status and nostalgia.

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  • Published: 15 August 2023

Exploring motivation via three-stage travel experience: how to capture the hearts of Taiwanese family-oriented cruise tourists

  • Wen-Yu Chen 1 ,
  • Yu-Hsiang Fang 1 ,
  • Ya-Ping Chang 2 &
  • Cheng-Yi Kuo 3  

Humanities and Social Sciences Communications volume  10 , Article number:  506 ( 2023 ) Cite this article

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  • Business and management

The cruise market has significant potential for family travel as birth rates continue to decline. To explore the reasons behind family cruise travel, passenger needs, and the three stages of cruise travel experience (anticipation, participation, and recall), this study employs qualitative research and in-depth survey methods. The study’s findings indicate that motivations for joining family cruise travel include "new experiences," "desire for cruise travel," "convenience," and "generating social topics/publicity." During the anticipation and recall stages, the most significant factors are the "port of call" and the "destination" of the cruise itinerary. Additionally, other important aspects include the dining options on the cruise. In the participation stage, the study reveals that cabins, entertainment, and special considerations for children hold particular significance. These results can provide valuable guidance in the planning of family cruise travel.

Introduction

Global tourism has witnessed significant growth in recent years, with the number of international tourists reaching approximately 1.326 billion in 2017, representing a 7% increase from the previous year (UNWTO Tourism Highlights 2021 ). The Asia-Pacific region accounted for a substantial portion of these tourists, with around 306 million visitors (Executive Yuan 2017 ). Among the contributing factors to the tourism market, the cruise industry has played a pivotal role, generating substantial value and promoting logistics business (Executive Yuan 2017 ). In 2018, the Cruise Lines International Association reported that approximately 28.5 million travelers embarked on cruises worldwide, with Asia experiencing a remarkable growth rate of 23% between 2013 and 2018, making it the third-largest cruise source market globally (CLIA 2018 a, 2018 b). The rapid development and prosperity of port cities in the Asia-Pacific region, including Taiwan, have been instrumental in driving the growth of the Asian cruise market (Chen 2016 ). Taiwan, with its advantageous geographical location, serves as a significant transportation hub and ranks among the top 10 cruise source markets in Asia (CLIA 2019 a, 2019 b, 2019 c; Tourism Bureau 2019 ).

However, the COVID-19 pandemic has had a profound impact on the global tourism industry, leading to severe economic consequences across various sectors, including cruises (Gössling et al. 2020 ; Seyfi et al. 2020 ). In 2020, the number of global tourists plummeted by 73% compared to the previous year, highlighting the extent of the pandemic’s impact (UNWTO 2021 ). The cruise industry, in particular, faced unprecedented challenges as many countries implemented strict measures, including port closures, flight restrictions, and travel bans, to curb the spread of the virus (Liu and Chang 2020 ; Yuen et al. 2021 ). Consequently, the number of cruise ships and passengers in Asia declined significantly (CLIA 2020 ).

To recover from the pandemic’s aftermath, the cruise industry needs to regain the trust and confidence of travelers by understanding their motivations and demands based on previous experiences (Pan et al. 2021 ). Family travel, a crucial market segment in tourism, offers opportunities to enhance the quality of family life and functioning (Wu et al. 2021 ). Following the epidemic, a surge in revenge tourism commenced, leading to a gradual recovery of the international cruise market, with a particular focus on the Asian market (CTWANT 2023 ). Investigating the phenomenon of "revenge travel" and exploring tourists’ motivations and demands through a three-stage travel experience can help identify significant market niches and attractive themes in family cruise travel (Shadel 2020 ). Family travel not only contributes to children’s development (Li et al. 2020 ) but also strengthens family connections, fosters unity, and promotes interaction, identity, and shared values (Wang et al. 2018 ).

Considering the diverse composition of family travel groups, such as nuclear families, single parents with children, and multigenerational families, cruises offer a wide range of experiences encompassing dining, shopping, activities, entertainment, and relaxation. Furthermore, cruises eliminate the need for itinerary planning, transportation arrangements, and local accommodation bookings (Polat 2015 ). Travel experiences are subjective and influenced by personal factors, situational elements, and interpersonal interactions (Zatori et al. 2018 ). These experiences are shaped by various activities, facilities, and products, while travelers’ perceptions and memories evolve over time (Lyu et al. 2018 ). A comprehensive travel experience that encompasses the stages before, during, and after the journey is essential for meaningful and transformative travel (Matson-Barkat and Robert-Demontrond 2018 ). While cruise tourism in Western countries has been extensively studied, there is a relative scarcity of research on family and children’s cruise travel experiences in the Eastern cruise market (Wondirad 2019 ). Given the significant role of children in family cruise travel, it is crucial to consider the perspectives of parents, grandparents, and children, taking into account cultural and familial differences (Wu and Wall 2016 ).

To conduct research on family cruise travel, it is important for tourism scholars to familiarize themselves with systems theory, which considers a family as a complex system where each member and their interactions contribute to the overall functioning of the family unit (Bowen 1978 ). This theory suggests that the experience of family cruise travel is influenced by various factors and individuals within the family system. When applying systems theory to family cruise travel, several key aspects become relevant. Firstly, the concept of interconnectedness emphasizes the impact of family members on each other. During a cruise, family members share common spaces, engage in activities together, and rely on each other for support and coordination, which necessitates an understanding of these interconnected dynamics to navigate conflicts, balance individual preferences, and foster positive interactions. Secondly, the establishment of clear boundaries within the family system is crucial. On a cruise, family members may need to negotiate boundaries related to personal space, privacy, and the balance between togetherness and individual autonomy, ensuring a healthy equilibrium throughout the trip.

Effective communication is vital in family cruise travel, and systems theory underscores the significance of open and clear communication channels within the family system. This involves encouraging active listening, expressing needs and concerns, and practicing empathy to enhance family communication and address any challenges or conflicts that may arise during the cruise. Furthermore, recognizing and understanding the roles and expectations of family members is essential. Different family members may assume various roles such as trip planner, organizer, or decision-maker, and discussing these roles and expectations in advance promotes shared responsibility, reduces stress, and encourages a collaborative approach to family cruise travel. Lastly, adaptability is emphasized by systems theory as a crucial aspect within the family system. Unexpected situations may arise during a cruise, such as itinerary changes, weather conditions, or differing preferences among family members. Being flexible and adaptable enables the family to navigate these challenges and adjust their plans accordingly, contributing to a smoother and more enjoyable cruise experience.

To investigate family cruise travel experiences, a three-stage model is adopted. The anticipation stage involves examining family members’ expectations regarding equipment, meals, activities, and facilities (Jamal et al. 2019 ). The cruise participation stage encompasses various aspects such as customized arrangements, shore excursions, and the implementation of onboard facilities (Radic 2019 ). Finally, the recall stage explores whether the cruise vacation met expectations, identifies the most memorable experiences, and assesses the likelihood of taking a cruise for future family travel (Chen and Rahman 2018 ). By exploring family cruise travel through these three stages, valuable insights can be gained into the motivations and overall experience of family travelers.

Literature review

Revenge travel and cruise travel.

In the context of revenge travel and its association with cruise travel, it is important to acknowledge the profound challenges and setbacks faced by the tourism industry, including the cruise travel sector, in the aftermath of the COVID-19 pandemic. According to Pan et al. ( 2021 ), the pandemic has had a detrimental impact on the tourism industry, resulting in a 10.4% decrease in GDP and the loss of 319 million jobs. Wang and Xia ( 2021 ) emphasize that despite people’s reluctance to be confined, their desire to travel has grown stronger, as reported by Shadel ( 2020 ) in The Washington Post (The Harris Poll 2020 ). Consequently, the concept of "revenge travel" has emerged, referring to the potential for tourism to make a remarkable resurgence as more countries reopen their borders to eager tourists. Individuals are seeking to alleviate pandemic fatigue and boredom by embarking on travel experiences, following extended periods of confinement due to lockdowns and quarantine regulations. Furthermore, revenge travel encompasses the notion of compensating for lost time during the pandemic, often reflecting individuals’ frustration and anger regarding the disruption of their plans and daily routines (Mauran 2022 ).

Instead of seeking compensation from a specific destination, revenge travel seems to be motivated by a genuine passion for travel. CNN ( 2022 ) reports that many travelers are now willing to allocate more financial resources to their vacations compared to previous years. Within the realm of leisure travel, cruise travel can be regarded as a prominent form due to its distinctive characteristics and the array of experiences it provides to passengers. Leisure travel, broadly defined, involves travel primarily undertaken for recreational, relaxation, and personal enjoyment purposes rather than for business or work-related reasons. It encompasses activities that enable individuals to unwind, explore new destinations, partake in leisurely pursuits, and escape from their daily routines (Wang and Xia 2021 ).

Cruise travel stands as one of the most lucrative, popular, and rapidly expanding sectors within the tourism industry. It combines elements of accommodation, leisure, entertainment, dining, and sightseeing, generating substantial revenue and employment opportunities across various locations (Han and Hyun 2019 ). As the European and American markets reach saturation, the cruise industry has shifted its focus toward developing the Asian market (Chen, 2016 ), which currently holds the position as the world’s third-largest cruise market, following North America and Western Europe (CLIA 2019 a, 2019 b, 2019 c). Modern cruise ships have evolved beyond mere transportation vessels to become floating resorts, offering enticing destinations, a wide range of leisure and entertainment options, diverse dining experiences, shopping facilities, theaters, and swimming pools (Toh et al. 2005 ). In response to changing holiday preferences, the cruise tourism industry has diversified its product offerings, introducing new destinations, revamped cruise experiences, innovative services, facilities, shore tourism activities, and themed cruises (Rodrigue and Notteboom 2013 ).

CLIA ( 2018 a, 2018 b) has identified 11 major trends in cruise travel: 1) Instagrammable experiences; 2) total restoration; 3) achievement travel; 4) personalized on-board technology; 5) conscious travel; 6) inaccessible destinations; 7) Generation Z preferences; 8) off-peak adventures; 9) working nomads; 10) female-centered cruising; and 11) solo travel. These trends reflect the changing needs and preferences of cruise customers and the industry’s response to those needs by combining nature, history, culture, technology, and new experiences to create a richer travel experience (Chen 2016 ). As the Asian cruise industry develops, there is a growing focus on family groups, providing an unforgettable cruise experience for all ages (Taiwan International Ports Corporation, Ltd. 2019 a, 2019 b). Disney Cruises is a cruise brand that specializes in serving parent-child families and has won the "Best Family Cruise" title for several years, with children’s programs and entertainment activities being their most popular features (Disney Cruise Line 2019 ). With Asian tourists being the largest group of parent-child families during the summer vacation, the cruise company has optimized parent-child activities and increased entertainment experiences, including partnering with Discovery to create exploration camps and recreational games for different age groups (Princess 2018 ). Cruise companies continue to innovate and cater to the changing needs of the family travel market through the design and planning of various cruise travel products (Radic 2019 ).

Family travel and motivations

Tourism is an essential element in personal development, as it provides a platform for various types of learning and broadens one’s horizons (Li et al. 2020 ). The family travel market is a large and expanding segment of the tourism industry. Family travel has evolved from a form of relaxation to a way of reconnecting with loved ones (Brey and Lehto 2008 ). Today, family travel may include three generations, large families, or single parents traveling with children (Schänzel and Yeoman 2015 ). Families travel together to create memories, bond, and engage in activities that facilitate children’s learning and development (Li et al. 2020 ). Family travel refers to a trip where at least two family members travel and spend more than 24 h away from home to enhance family cohesion and create lasting memories (Kennedy-Eden and Gretzel 2016 ). Family leisure is positively related to family satisfaction and cohesion (Lehto et al. 2012 ). Zabriskie and McCormick ( 2001 ) classify family leisure as either core or balanced, with the former being low-cost and easy, while the latter requiring more time, money, or planning. Although the frequency of balanced leisure may be lower, the experiences and memories created are often more significant. Family travel, as a form of balanced leisure, increases intimacy and cohesion among family members (Lehto et al. 2016 ), and contributes to the development of children.

Numerous studies have explored the decision-making process involved in family tourism. When planning a family trip, it is crucial to consider various factors, such as destination, vacation time, budget, attractions, activities, and accommodation, all of which require family members to discuss and agree upon. These decisions are influenced by the family’s situation, age, and socioeconomic status (Kang and Hsu 2004 ). As times have changed, family decision making has become more democratic, shifting from the traditional parent-dominated approach to a more child-influenced process (Jamal et al. 2019 ). Although children may not have the final say in decisions, they still play a crucial role in influencing the process (Curtale 2018 ).

Previous studies have primarily focused on cruise traveler satisfaction, value, and trust (Wu et al. 2018 ), motivation and experience (Hung and Petrick 2011 ; Han and Hyun 2018 ), the environmental impact of the cruise industry (MacNeill and Wozniak 2018 ), and the Western child cruise experience (Radic, 2019 ). With changing lifestyles and travel patterns, more Asians are opting for cruises as their preferred travel choice (Chen 2016 ). However, very few studies have examined Eastern family cruise travel, and there are some differences between Western and Asian tourists (Wu et al. 2018 ). For example, while Western children often desire to have their own cruise experiences and make new friends, Asian families tend to focus on creating shared memories (Wu et al. 2019 ).

The topic of travel motivation is significant and the push-pull factor is a commonly used theory to explain it. The push factor is driven by inner desires such as the need for relaxation, adventure, knowledge acquisition, family reunion, and pressure. On the other hand, the pull factor is driven by the unique attributes of the destination, such as recreational facilities, historical culture, natural resources, beaches, and scenery (Sung et al. 2015 ). Various studies have explored travel motivation, including adventure tourism loyalty (Sato et al. 2018 ), wildlife tourism satisfaction in national parks (Mutanga et al. 2017 ), and slow travel motivation (Özdemir and Çelebi 2018 ). Some studies have also examined the travel motivation of specific groups, such as elderly travelers abroad (Wijaya et al. 2018 ) and hearing-impaired backpackers (Ho and Peng 2017 ). According to Li et al. ( 2017 ), family travel is motivated by spending quality time with children, creating pleasant memories, learning and development, self-compensation, and compensation for children. Four dimensions of motivation have been identified in cruise tourism, including self-esteem and social recognition, escape and relaxation, learning, discovery, and thrill, and bonding (Han and Hyun 2019 ). Tourists take a cruise to get a worry-free and relaxing vacation and escape from everything (Mancini 2010 ). This study specifically focuses on the motivation of family members in choosing a cruise for family travel.

Tourist satisfaction and their willingness to revisit are directly influenced by their travel experience (Buhalis and Amaranggana 2015 ). According to Kong and Chang ( 2016 ), tourists construct their travel experience through various activities from the decision to travel until the end of the tour. Campos et al. ( 2015 ) suggested that travel experience is created through activity participation and interaction. The composition of travel experience is diverse and includes education, aesthetics, escape from reality, and entertainment (Stamboulisa and Skayannisb, 2003 ). Seyfi et al. ( 2020 ) noted that everyone has different travel experiences due to their different backgrounds, values, attitudes, beliefs, and environments, including within different generations of family members (Li et al. 2020 ). Walls et al. ( 2011 ) proposed that physical experience, human interaction, individual characteristics, and situational factors all affect travel experience.

Certain events can make a travel experience unforgettable (Kim et al. 2010 ), particularly when children participate in family travel and contribute to their parents’ enjoyment (Li et al. 2020 ). Unforgettable memories may be the most valuable source of information for tourists when deciding to revisit a specific destination (Chandralal and Valenzuela 2013 ) because people believe that past experiences are a reliable reference for future decisions (Chen and Rahman 2018 ). Kim et al. ( 2010 ) developed a scale with seven dimensions to measure memorable tourism experiences, including hedonism, refreshment, local culture, meaningfulness, knowledge, involvement, and novelty. This scale was adopted by Zhang et al. ( 2017 ) to explore Korean tourists’ perception image, memorable tourism experience, and willingness to revisit China, and by Seyfi et al. ( 2020 ) to develop a scale for memorable cultural tourism experiences with six dimensions: prior perceived significance of the experience, authenticity, engagement, cultural exchange, culinary attraction, and quality of service.

Several studies have identified multiple stages of travel experience, such as the five stages of recreational experience proposed by Clawson and Knetsch ( 1966 ): anticipation, outbound, on-site experience, return, and recall stages. Park and Santos ( 2016 ) discussed tourist experience using the three stages of before, during, and after travel, and Radic ( 2019 ) used the three stages of pre-travel planning and decision making, cruise participation, and reinterpretation and evaluation to study children’s experience with cruises. However, regardless of the number of stages, a memorable, interesting, and attractive experience can occur in each stage. Therefore, this study focuses on the three stages of travel experience and their application to family cruise travel.

Methodology

Research process and subjects.

To gain a deeper understanding of the respondents’ memories, feelings, and opinions about their own experiences, this research utilizes in-depth interviews. Qualitative research methods are necessary to explore the "why" behind the respondents’ experiences and obtain more complete information (Milena et al. 2008 ; Patton 2005 ). In-depth interviews are used with content analysis to collect interviewees’ opinions, views, and attitudes about a particular incident to gain a deeper understanding of the issue (Tsaur and Huang 2015 ). The three steps of content analysis, including dividing and condensing, coding, and establishing category and theme, are applied to improve the quality of inferences and provide an understanding of the knowledge and phenomena of the research (Downe‐Wamboldt 1992 ; Erlingsson and Brysiewicz 2017 ). Content analysis is also suitable for more difficult, special, and sensitive fields (Bogner et al. 2009 ).

Consequently, qualitative research was employed in the present study to gather pertinent information. Initially, the questionnaire for the in-depth interviews was designed based on previous research. The questions were subsequently revised after undergoing expert review, which involved four professionals: a cruise tourism expert, a travel agent, and two scholars specializing in tourism-related fields. The expert interviews aided in shaping the questionnaire for the subsequent stage of in-depth family interviews (please refer to Fig. 1 for the research framework flow). The experts were invited to review and modify the questionnaire, offering suggestions to enhance its design. Table 1 provides background information on the four experts.

figure 1

The research framework involved utilizing expert interviews to help formulate the questionnaire used in the subsequent phase of conducting in-depth family interviews.

Furthermore, to identify suitable cruise travel families for this study, the participants were primarily recruited through the following sources: (1) Families who had previously taken cruises were introduced to the researchers by experienced tour guides who had led cruise tours. (2) Qualified volunteers were invited from cruise travel Facebook communities. (3) Employing the snowball sampling method, the researchers reached out to families who had previously traveled on cruises through referrals from cruise travel agencies and interviewees who had organized cruise trips. The interviewed family members primarily consisted of those who had at least one experience of cruise travel and had traveled on cruises with their children. Only these families were selected as participants for this study.

A total of 13 families were interviewed to explore their motivations and experiences of cruise travel, while the dimensions of cruise tourism services were examined through a literature review. The initial scale was evaluated for content and face validity by the experts, all of whom held master’s degrees or higher education, with three of them having experience in leading family groups. The questionnaire for the in-depth family interviews was divided into three parts: "before (anticipation)," "during (participation)," and "after (recall)" of the cruise travel, in order to gain a comprehensive understanding of the respondents’ experiences.

Development of research questionnaires and data collection

Cruising is a mode of transportation that combines travel and lodging, offering a range of amenities, activities, and shore excursions (Sun et al. 2014 ). In recent years, there has been a surge in innovative facilities, routes, destinations, and exclusive experiences (Rodrigue and Notteboom 2013 ). In Asia, cruise tourism has gained popularity with great potential (Chen 2016 ). Theme cruises have emerged as a trend, and they can be categorized into three types: specific themes with onboard activities and arrangements, specific groups such as seniors and parent-child travelers, and charter boats where the itinerary is planned by a corporation or organization (Weaver 2011 ). Consequently, this research defines cruise travel as the use of cruises as the primary means of transportation, combined with lodging, dining, entertainment, and shore excursions.

Family travel involves the departure of at least two family members from their home for a period exceeding one day (Kennedy-Eden and Gretzel 2016 ). According to Gram ( 2005 ), the objective of family travel is to engage in collective activities, explore new destinations, and forge lasting memories as a family. Parents dedicate their time, effort, and finances to curate an unforgettable vacation experience for their children (Hilbrecht et al. 2008 ). As people live longer, the structure of families is undergoing vertical development, with grandparents increasingly developing strong bonds with their grandchildren, leading to a growing trend of traveling together (Schänzel and Yeoman 2015 ).

In Taiwan, the family composition has witnessed significant changes in recent times. Traditionally, Taiwanese families adhered to the nuclear family model, consisting of two parents and their children. However, social and economic factors have contributed to the evolution of family composition. Currently, the most prevalent family compositions in Taiwan include nuclear families, single-parent families, and multi-generational families comprising three generations (National Development Council 2023 ). Understanding the dynamics of family composition holds paramount importance in the context of family cruise travel for several reasons.

Firstly, tailored services are necessary to address the distinct needs and preferences associated with different family compositions. By comprehending the family composition within their target market, cruise operators can customize their offerings and amenities to cater to the specific requirements of each family type. For instance, single-parent families may benefit from accommodations designed for smaller groups or specialized activities tailored to their needs. Secondly, accommodation considerations play a crucial role, as family cruise ships must provide suitable lodging options for families with varying compositions. This may involve offering larger cabins or connecting rooms to accommodate nuclear families or multi-generational families. Understanding the family composition assists cruise operators in allocating resources and designing accommodations accordingly.

Thirdly, activity planning should take into account the diverse interests and preferences of different family compositions, both onboard and during shore excursions. By considering the family composition, cruise operators can provide a wide range of activities and experiences that cater to the specific needs and desires of each family type. This ensures the participation and enjoyment of all family members throughout the cruise. Lastly, pricing and package strategies can be tailored based on family composition. For instance, family packages may include discounts for children or special rates for single parents. Understanding the family composition enables cruise operators to develop pricing strategies that appeal to different family types and maximize their market reach.

Consequently, comprehending the family composition in Taiwan is of great significance in the realm of family cruise travel, as it empowers cruise operators to offer customized services, appropriate accommodations, diverse activities, and suitable pricing structures for various family types. By addressing the specific needs and preferences associated with each family composition, cruise operators can enhance the overall travel experience and attract a broader spectrum of family travelers. Furthermore, within the context of this research, a family traveler is defined as a parent or single parent who brings at least one child under the age of 18, with or without the inclusion of grandparents. The travel experience, as defined by this research, encompasses the various encounters tourists face at different stages of their trip (Radic 2019 ). Considering the nature of cruise travel, this research divides the travel experience into three stages: the anticipation stage prior to boarding the cruise, the cruise participation stage, and the recall stage. Hence, travel experience is delineated as the three stages of the travel journey, allowing for an examination of distinct experiences at each stage.

Three stages of cruise travel experience

The interview questions for this study are based on Hung and Petrick’s ( 2011 ) research, which identified four categories of motivation for cruise travel: self-esteem and social recognition, escape and relaxation, learning, discovery, and thrill, and bonding. The study focuses on the three stages of cruise travel experience: anticipation, participation, and recall, drawing on Juan and Chen’s ( 2011 ) exploration of Taiwanese cruise passengers’ behavior at different stages, the factors influencing cruise vacation decisions (Bahja et al. 2018 ), and research on children’s cruise experiences (Radic 2019 ).

In the anticipation stage, Juan and Chen ( 2011 ) found that price, trip duration, desires of companions, activities, and facilities were the main determinants of cruise trip selection. However, as this study focuses on family travel, desires of companions were modified to desires of family members. Bahja et al. ( 2018 ) examined the relative importance of six factors in cruise customers’ decision-making process: cruise vacation price, duration, distance from the cruise port, itinerary, environmental friendliness of the cruise line, and online reviews. Radic ( 2019 ) found that cruise brand, activities, and ports of call were significant considerations for tourists. Consistent with these studies, the factors considered by cruise tourists in this study were price, number of days, cruise brand, activities, equipment, itinerary (port of call and destination), family members’ desires, and online reviews of cruise ships. The study further explores the differences in family members’ considerations for cruise travel during the anticipation and recall stages.

Service dimensions during the cruise travel experience stages

Drawing on previous research on group package travel (Wang et al. 2000 ), Taiwanese cruise travelers’ behavior at different experience stages (Juan and Chen 2011 ), cruise experience (Hwang and Han 2014 ), and factors influencing Taiwanese women’s choice of cruise travel (Chen et al. 2019 ), the study developed 11 in-depth interview questions. These questions cover a range of aspects such as cruise characteristics, cabins, restaurants, facilities, entertainment activities, tour guides, shopping, exclusive activities for children, work teams, self-financed activities, and other relevant factors.

The experts have revised the questions, resulting in the following dimensions of motivation. For the motivation dimension of self-esteem and social recognition, the aspects are as follows: 1. Impress others; 2. Receive high praise from others; 3. Feel like a better person; 4. Obtain a high-quality vacation; 5. Enhance self-worth; 6. Achieve a sense of accomplishment; 7. Capture exotic photos to show off to friends. For the motivation dimension of escape and relaxation, the aspects are as follows: 1. Have fun; 2. Enjoy the freedom to do what I want; 3. Escape from everyday life; 4. Relax physically and mentally. For the motivation dimension of learning/discovery and novelty/excitement, the aspects are as follows: 1. Enjoy nature; 2. Gain knowledge; 3. Experience other cultures; 4. Enjoy exciting activities. For the motivation dimension of socialization, the aspects are as follows: 1. Make new friends; 2. Meet different people. For the motivation dimension of interpersonal connection, the aspects are as follows: 1. My friends or family members want to go on a cruise travel; 2. I can interact with my friends or family members during the trip.

The experts made several modifications to the factors that influence customers’ choices in the anticipation and recall stages. These factors include price, duration of travel, cruise brand, activities, cruise equipment, cruise itinerary (destination and ports of call), family members’ desire for cruise travel, online reviews, and travel agency. Cruise reviews, including online reviews, newspapers, magazines, and word of mouth, replaced online reviews. In the participation stage, the experts recommended that cruise tonnage be used as a reference criterion for cruise features, and added court and cinema to facilities, friendliness to tour leaders as an important consideration, and duty-free shopping to the shopping section. The service enthusiasm of the service team was also added as a criterion. The experts also proposed two types of briefing for tourists, one for participation in activities at their own expense and another for the introduction to tourist attractions and transportation from the pier to the tourist attractions. Based on these modifications, the experts suggested some service dimensions for the participation stage that would be further explored in the follow-up in-depth interviews.

This study conducted in-depth interviews with family tourists through online video. The interviews lasted for 30 min to 1 h and were recorded with consent, with one family member representing and sharing the thoughts and opinions of other family members. Thirteen families were interviewed, and the respondents were referred to as A-M. The study provides demographic data, motivations, and descriptions of the three-stage service aspects of the cruise travel experience: anticipation, experience, and recall. The majority of the interviewees were middle-aged parents with the final say in cruise travel, with 38.5% being male and 61.5% being female. 46.2% of the interviewees were aged 42–50. Regarding family income, 69.2% were double-income families, and 30.8% were single-income families. Most of the interviewees (76.9%) had a family income of over TWD 140,001. Less than half (46.2%) worked in the business industry, and the majority held a bachelor’s degree (53.8%). Nuclear families accounted for 69.2%, followed by extended families (23.1%) and single-parent families (7.7%). The largest group of travelers was 4–6 people (46.2%), and the largest percentage of accompanying children was 1 (53.8%), followed by 2 (38.5%), and 3 (7.7%), with a maximum of 20 children. The age range of the children was 0–6 years old (nine children), 7–12 years old (seven children), and 13–18 years old (four children). The largest destination was Northeast Asia (69.2%), followed by Europe (15.4%), Southeast Asia (7.7%), and Mexico (7.7%). The most common travel duration was 2–7 days (84.6%), and 53.8% of the interviewees indicated that they had gone on a cruise once, followed by four times (30.8%) and twice (15.4%). Please see Table 2 .

Furthermore, to establish the validity of the interview items and analyze the data, content analysis was employed in this study. The initial step in the data analysis process involved extracting the units of analysis. As per Wang et al. ( 2009 ), graduate students specializing in tourism marketing were invited to serve as judges and perform naming and content categorization based on the verbatim transcripts. In this study, graduate students from the tourism research institute with practical experience and an academic background in tourism were selected as Judges A and B. Both judges carefully read and categorized each basic unit of analysis, repeating the process until a consensus was reached. Interjudge and intrajudge reliability tests were subsequently conducted to assess consistency among different judges and over different time periods for the same judges, respectively.

To ensure the reliability of the classifications, intrajudge and interjudge reliability tests were conducted at different time periods. Keaveney ( 1995 ) suggests that intrajudge and interjudge reliability should exceed 0.80. After one week, Judge A and Judge B were asked to classify the data again for the intrajudge reliability test. Additionally, Judge C, a project director with 11 years of experience in the travel agency industry, was invited to classify the data and conduct the interjudge reliability test. The results demonstrated an intrajudge reliability of 0.96 and an interjudge reliability of 0.97, indicating the reliability of the classification results in this study. The interview transcripts of family tourists were analyzed and compiled into a data summary presented in Table 3 . Moreover, to enhance the credibility and validity of the content analysis results, this study employed not only triangulation among Judges A, B, and C but also utilized the data triangulation method proposed by Mhyre ( 2010 ). By comparing and confirming the perspectives of the interviewed family participants, travel agency expert, cruise industry expert, and tourism scholars, the study achieved the purpose and effectiveness of data triangulation.

Anticipation stage

The majority of interviewees expressed their desire for a high-quality travel experience, which is influenced by the characteristics, quality, and level of the cruise ship, as it can enhance their self-esteem and social recognition.

Obtaining top-notch travel experiences is the paramount aspect of embarking on a cruise, as it eliminates the need for personal itinerary and meal arrangements.
You know, considering a cruise as an accomplishment is important because it’s like fulfilling a personal goal. When there’s a new cruise available, you can’t help but feel excited to embark on it and experience something new. It’s a way to discover and understand yourself better, which is truly fulfilling.

In terms of seeking escape and relaxation, all interviewees mentioned that cruising is an ideal way for families to unwind and rejuvenate their bodies, minds, and souls, as it saves transportation time and includes accommodation, food, and activities.

You know, one of the things I love about being on a cruise is that internet access can be quite pricey. So, I’ve made a conscious choice to disconnect from the online world for a little while and simply relax. It’s a chance to take a break from constant connectivity and truly unwind during my cruise experience.
Travel has the power to uplift your spirits, with a cruise offering the added benefits of delightful culinary experiences and a plethora of engaging activities. Moreover, the opportunity to disembark at various destinations for sightseeing adds to the overall relaxation and enjoyment of the trip.

Additionally, cruising provides opportunities for learning/discovery and novelty/stimulation, as it exposes children to different cultures through various activities and services.

On a cruise, you’ll encounter people from diverse countries, alongside a wide range of activities and gourmet dining options. It’s an incredible opportunity to immerse yourself in various cultures and expand your children’s international perspectives. They can gain a broader understanding of the world by experiencing different customs and interacting with people from around the globe.
The cruise offers a plethora of activities for everyone to engage in, especially children who have the chance to independently explore and discover new things. This self-driven exploration can lead to valuable personal growth and learning experiences for them.

Although socialization is not a primary motivation, it was found that cruising can foster social connections with old friends and increase family cohesion.

When I travel with friends and family, my focus primarily remains on spending time with them rather than actively seeking new acquaintances.
You know, one of the great things about being on a cruise is that using mobile phones is not as common. This actually works out in our favor because it means the family gets to spend more time together. Without the constant distraction of phones, we all actively participate in activities together, strengthening our family relationships and creating lasting memories. It’s a wonderful opportunity to truly connect with one another and make the most of our time together on the cruise.

Furthermore, this study identified other motivations such as the desire for new experiences, the convenience of cruising, and the potential for generating social topics and publicity. In this stage, the interviewees ranked the following factors in order of importance, with 1 being the most important and 9 being the least important: itinerary (port of call, destination), price, travel days, brand, equipment, activities, reviews (online, newspapers and magazines, and word of mouth from relatives and friends), family members’ travel desire, and travel agencies. The mean value was 4.00, and the standard deviation was 2.16, as shown in Table 4 .

Participation stage

Families take into consideration various features such as tonnage, style, and age when selecting a cruise.

I intend to select a cruise ship that possesses substantial tonnage and offers a comparatively high level of stability.
Considering the presence of my children, my preference lies in selecting a family-oriented cruise ship that caters to their needs and provides a suitable environment for them.
The newly launched cruise ship offers upgraded facilities and rooms, which are both modern and superior in quality.

All interviewees preferred cabins with balconies or external windows, and expressed concern about the size of the beds.

Having a balcony is a must when embarking on a cruise, as it adds an element of pleasure to the experience. The ability to savor a cup of coffee or enjoy breakfast on the balcony is truly delightful.
I desire a more spacious cruise cabin to ensure a higher level of comfort during my stay.
When embarking on a cruise, the aspects of dining and resting take center stage, making the size, comfort, and amenities of the bed crucial factors to consider.

The diversity of restaurant options, including Chinese cuisine and kids’ bars, was also a significant consideration.

The restaurant ought to offer a diverse selection of dishes that cater to both adults and children, providing ample choices for everyone.
I would prioritize considering a cruise ship that provides Chinese cuisine as an option, as it can be comforting to have familiar food available in case I am not accustomed to other cuisines.

Essential facilities such as water facilities, swimming pools, and courts were important, along with entertainment options such as shows.

A swimming pool, particularly one with a water slide, is a necessity as our children thoroughly enjoy water play.
Ample space for recreational activities, such as basketball courts and table tennis rooms, is essential to ensure that everyone can participate and enjoy playing together.
The presence of visually captivating shows or performances holds significant importance, as well as the availability of evening venues for entertainment, considering that certain places like casinos are not suitable for children.
While strolling around, one might encounter bustling crowds of people, indicating the presence of impromptu performances that can pleasantly catch you by surprise.
Our family thoroughly enjoys open-air cinemas, where we can leisurely recline and relish movies accompanied by the refreshing sea breeze.

Simple souvenirs were preferred for shopping, while parents emphasized the importance of children’s exclusive activities and programs.

During shopping hours, the outlet often offers clearance prices, providing excellent opportunities to purchase items at significantly reduced and affordable rates.
The primary focus of our shopping is not on high-end consumption. Instead, we tend to select items that can be used as gifts upon disembarking from the cruise ship.
Given that my child is quite young, I will request the assistance of the kids club in looking after them, thereby granting me the opportunity to enjoy some personal space and leisure time.
In order to accommodate family outings, which primarily revolve around children, it is essential to have dedicated activities specifically designed for them.

Good service was a priority, as long as basic needs were met.

The housekeepers play a crucial role as they not only provide directions to your room if needed but also engage in friendly interactions with the children, adding a touch of interactivity to the experience.
The event staff will inquire about our requirements and ensure that the services we need are provided to us.

Families also planned their own shore tourism activities and placed a high value on security.

Safety, particularly when traveling with children, should be prioritized and given heightened attention on a cruise ship.

Recall stage

During the recall stage, family members have varying factors to consider when planning their next cruise travel. These factors are ranked in order of importance, with 1 being the most important and 9 being the least important. The primary considerations are itinerary, including the port of call and destination, followed by the number of days, brand, price, facilities, family members’ desire for a cruise, activities, evaluation, and travel agencies. Additionally, food is an important factor with a mean score of 4.00 and a standard deviation of 1.00, as shown in Table 5 .

Tables 4 and 5 present comparative analyses of factor rankings in two distinct stages, namely the anticipation stage and the recall stage. These stages correspond to the decision-making processes of individuals regarding their upcoming cruise travel. The focus is placed on evaluating the relative significance of various factors in the decision-making hierarchy. The following discussion summarizes the key findings derived from comparing the two tables:

In both the anticipation and recall stages, itinerary emerges as the foremost influential factor, as it attains the highest ranking in both tables. However, there exists a slight disparity in the mean scores and standard deviations associated with itinerary between the two stages. The factor of price consistently retains a considerable level of importance in both stages. Nonetheless, its ranking undergoes a transition from the second position in the anticipation stage to the fourth position in the recall stage. Notably, the mean score for price exhibits an increase in the recall stage as compared to the anticipation stage. Travel days continue to hold significance as a factor influencing decision-making in both the anticipation and recall stages. However, there is a change in its ranking, with travel days occupying the third position in the anticipation stage and the second position in the recall stage.

The importance attributed to brand remains relatively stable across both stages. Although there is a slight alteration in its ranking, the variance is minimal. Equipment. The significance of equipment exhibits consistency in both the anticipation and recall stages, with only a slight enhancement in its mean score during the recall stage. Activities, Reviews, Family members’ travel desire, and Travel agencies. The rankings of these factors differ between the anticipation and recall stages while maintaining a consistent overall trend of importance. Notably, food emerges as a vital factor during the recall stage, attaining a mean score of 4.00 and a standard deviation of 1.00.

To summarize, while certain factors retain their importance throughout both the anticipation and recall stages, there are disparities in rankings, as well as minor variations in mean scores and standard deviations for specific factors. Furthermore, the recall stage introduces food as a salient consideration, which is not explicitly highlighted in the anticipation stage.

Conclusion and discussion

The study’s findings revealed that motivation for cruise travel varied across several aspects. The "self-esteem and social recognition" aspect aimed to improve the quality of tourism and achieve a sense of accomplishment. "Escape and relax" emphasized relaxation of the body and mind. "Learning/discovering and novel/stimulating" involved experiencing diverse cultures and discovering new things. Experiencing a variety of cultures and uncovering novel aspects can be both educational and exciting. This parallels the concept of immersing oneself in the distinctive local essence of a culture, which has the potential to enhance tourists’ satisfaction (Dai et al. 2019 ). "Socialization" referred to meeting new people and making friends. "Interpersonal connection" pertained to the interaction between family members and friends. The results of "escape and relax" and "learning/discovering and novel/stimulating" were consistent with those of Hung and Petrick’s ( 2011 ) study.

In the Hsu and Li ( 2017 ) research, Hsu and Li directed their attention towards emerging markets in Asia, particularly Mainland China and Hong Kong. Their objective was to create a cruise motivation scale that encompassed several factors including novelty, escape, nature, leisure, social interaction, relaxation, relationship, and isolation. However, the present study shifts its focus to the motivations of family-oriented cruise tourists during the three-stage travel experience. The findings of this study indicate that family interaction holds greater importance compared to socialization. Additionally, the study identifies other motivations such as the pursuit of new experiences, a desire for cruise travel, convenience, and the generation of social topics or publicity.

The participation and recall stages of cruise travel planning highlighted the importance of itinerary, followed by the number of travel days, cruise brand, travel agency, and meals. In summary, Taiwan’s cruises are primarily chartered, and it is suggested to develop additional ports of call to strengthen tourists’ behavioral intentions while planning the itinerary. Additionally, travel agencies should differentiate their marketing and services to attract consumers. In contrast to Westerners, Asians prefer spending time together in activities (Chen et al. 2016 ), which can be attributed to the individualism cultural dimension theory (Hofstede 2001 ). Therefore, more activities should be designed for parent-child participation, which can enhance their relationship through family travel (Wu et al. 2019 ). The study also found that consumers attach considerable importance to the tonnage of cruise ships, as larger ships offer more facilities and activities.

According to Han and Hyun ( 2019 ), cruise travel is also motivated by learning, exploration, and excitement. Facilities such as waterslides and rock climbing are particularly appealing to children. With the rise of the internet, cruise companies can utilize social media platforms like Facebook, YouTube, and internet celebrities for advertising. Previous studies on cruises have examined tourist satisfaction, environmental impact, and the effects on ports. For instance, Wu et al. ( 2018 ) investigated the satisfaction and quality of experience of cruise tourists. However, these studies have largely focused on the Western cruise market, and there has been relatively little research on family cruise travel with children or the Asian cruise market (Wondirad 2019 ). Furthermore, the participation stage of cruise travel is seldom explored. Radic ( 2019 ) divided the experience into three stages: pre-tour planning and decision making, cruise participation stage, and reinterpretation and evaluation, to investigate children’s experiences on cruises.

Based on the study’s findings, family members are motivated to go on cruises to seek new experiences, convenience, generate social topics/publicity, and fulfill their desire to travel. In the anticipation and recall stages of their travel experience, tourists prioritize the cruise itinerary, while during the participation stage, they value cabin space, exclusive activities for children, and clubs that cater to family members’ needs. Family travel is an opportunity for children to explore the world, foster interests and interpersonal interaction, and strengthen familial relationships. To attract more families to choose cruise travel, tourism operators and cruise companies should tailor their strategies to the needs and motivations of their target market. However, the COVID-19 pandemic may negatively impact travel choices, and cruise companies should adapt by tailoring their offerings to suit different demands and motivations.

Taiwan stands as one of the top ten cruise tourist markets in Asia, making significant practical contributions (CLIA 2019 a, 2019 b, 2019 c). The number of tourists continues to grow, particularly in the parent-child segment, leading to the emergence of numerous parent-child hotels, restaurants, attractions, and tourism options. Engaging children in outdoor activities during family trips enables them to learn through hands-on experiences. By interacting with parents and receiving guidance, children can explore the world, develop interests, socialize, and strengthen family bonds (Global views 2023 ).

To attract more tourists to choose cruises for family trips, tourism operators and shipping companies must understand the motivations behind tourists’ choices, especially considering that modern travelers tend to avoid group travel, and cruise travel is a niche market. Hence, it is crucial to develop corresponding strategies. This study aims to collect and analyze factors valued by family tourists throughout the three stages of cruise travel. Based on interviews, the following suggestions are proposed, 1. Increase advertising exposure. 2. Introduce different cruise fleets or brands. 3. Offer new destinations and short-day travel arrangements. 4. Implement differentiated marketing strategies for travel agencies. 5. Enhance on-board activities, software, and hardware adjustments and updates.

These research findings can serve as references for future operators seeking to attract family groups. Additionally, they provide insight into improving the criteria for the anticipation stage, guiding itinerary design, and shaping sales considerations during the recall stage. Ultimately, these efforts aim to make cruising the top choice for families who have never experienced it before or for those who have taken a cruise and wish to repeat the experience.

This study had several limitations that should be acknowledged. Firstly, the sample size was small, consisting of only 13 families who were interviewed using a snowballing research method. Moreover, the interviews were conducted with only one family member, which may not have fully captured the opinions and perspectives of other family members. The reliance on a single interviewee could limit the comprehensiveness of the data. Additionally, family cruises are relatively uncommon in Taiwan, which posed challenges in recruiting participants, particularly children. As a result, some participants, especially children, may have had blurred memories or difficulties expressing themselves, potentially impacting the accuracy and depth of their responses.

To address these limitations and provide more comprehensive insights, future research could explore the use of a simple closed questionnaire. This method may facilitate children’s responses and mitigate some of the challenges associated with in-depth interviews. By employing a questionnaire-based approach, a larger sample size could be obtained, increasing the generalizability of the findings. Furthermore, the findings from this study can serve as a valuable reference for designing future questionnaires, ensuring the inclusion of relevant aspects related to family cruise travel. It is also worth noting that future research could consider exploring cultural and regional differences in family composition and their impact on family cruise travel. By investigating these factors, a deeper understanding of how cultural and regional nuances influence the preferences, needs, and experiences of family travelers in the context of cruises could be gained. This would contribute to a more comprehensive analysis of the target market and provide valuable insights for cruise operators and tourism professionals seeking to cater to diverse family compositions in different cultural and regional contexts.

Data availability

The authors confirm that the data supporting the findings of this study are included within the article.

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Chen, WY., Fang, YH., Chang, YP. et al. Exploring motivation via three-stage travel experience: how to capture the hearts of Taiwanese family-oriented cruise tourists. Humanit Soc Sci Commun 10 , 506 (2023). https://doi.org/10.1057/s41599-023-01986-3

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Tourists’ Characteristics, Travel Motivation and Satisfaction

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Our society is growing older and it is important to develop the senior tourism market. Consumers aged 55 and older are a fastest growing market segment and a major business opportunity. The purpose of this research is to develop and test a model to investigate the characteristics of the senior tourists that affect the factors of travel motivation and travel satisfaction. We intent to explore the existence of statistically significant differences in satisfaction between groups of senior tourists using the same categories. A path analysis is carried out in order to describe direct dependencies among a set of variables. In this study (n=537 senior tourists visiting the Azores islands) a model is proposed to identify the senior tourists’ characteristics which significantly affect each of the dependent variables (motivation factors and satisfaction) and which types of effects explain the association among variables. Travel satisfaction depends both on age group and perception of health status by the senior tourists. New opportunities can be found for both public and private sectors to develop and marketing new tourism products that can attract the right senior market segments.

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Silva, O., Medeiros, T., Moniz, A.I., Tomás, L., Furtado, S., Ferreira, J. (2020). Tourists’ Characteristics, Travel Motivation and Satisfaction. In: Rocha, Á., Abreu, A., de Carvalho, J., Liberato, D., González, E., Liberato, P. (eds) Advances in Tourism, Technology and Smart Systems. Smart Innovation, Systems and Technologies, vol 171. Springer, Singapore. https://doi.org/10.1007/978-981-15-2024-2_38

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Travel motives

Understanding tourists travel motives is crucial in several respects. Partly for tourism business owners who need to understand which needs their experiences should fulfil for tourists, but also for the various authorities planning for tourism development. It can also explain tourists’ (unsustainable or sustainable) behaviour on holiday and make it possible to counteract or encourage that behaviour.  

It’s important to clarify the definition of travel motive, especially in relation to the purpose of the journey. Motive isn’t the same thing as purpose. Motives are the underlying psychological reasons why we travel, and are often not openly taken into account, unlike the purpose of the trip. They reflect the needs of the individual and can often be hard to put into words.

One example: The purpose of my last trip to Stockholm was to meet friends and acquaintances as well as go to a music event. Those were my desired experiences and the purpose of the trip. Motive explains why we want to travel for that purpose and can in this case, for instance, be escapism (i.e. getting away from it all), relationships (strengthening and nurturing relationships with nearest and dearest) or nostalgia (seeing the band I’ve loved since I was a teenager). That it was Stockholm in particular that I travelled to was because I have friends there and the band was playing there that weekend. But it could just as easily have been another destination. In this context it’s also common to talk about push or pull factors , in other words factors that push you away from your home area and factors that pull you to various destinations. The former often includes motive, like the desire to escape day to day life (escapism) or to try and find something different (novelty seeking), whereas pull factors are specific attractions in destinations (read more about that later under Destinations’ Offers ).

Research on travel motive has discovered a number of different motivating factors and patterns, that often change depending on context and destination. Two theories have been important for the understanding of travel motive; Travel Career Ladder and Travel Career Pattern , which are partly based on Maslow’s well known Hierarchy of Needs. The latter progresses the former, and focuses on motivation patterns , in other words the many different motives that cluster together to form a tourist’s motivation to travel to a particular place. The Travel Career theory is important here, as well as motivation pattern. Someone who has visited every corner of the earth and travelled continuously for long periods has other motives than a first time traveller. The motives overlap each other but research has shown that in general there is a significant difference that is derived from a tourist’s prior experience of travelling.

Research shows that tourists with high travel experience want to distance themselves from other “tourists” (read: charter tourists) and see themselves as “travellers” and “explorers”. Consumption of (different kinds of) journeys consequently becomes an important strategy, which is used to differentiate themselves socially and culturally from others. In the table below we can see examples of which motives arise in connection to how experienced a tourist is.

Table 1: Motivational factors, travel career patterns (adapted from Pearce & Lee, 2005)

The table shows that there are four main motives which arise whatever the travel experience; Novelty Seeking , Escapism/Relaxation , Relationships and Self Development . The last two motives pull in different directions depending on the travel experience; internal or external ( personal developmen t versus host site involvement and security versus strengthen relationships ). The table also shows motives that are generally specific to those with lower travel experience.

Research on travel motives is often carried out on Western tourists. There’s a certain degree of variation in how strong the different travel motives are, but studies of Asian tourists, for instance, show bigger differences. For example prestige or self-actualization , and strengthening family relationships have been shown to be of greater importance in studies of Japanese tourists, and novelty seeking is less important in comparison. Other cultural contexts are said to be the largest reason for these differences.

Sources: Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2), 425-439. Iso-Ahola, S. E. (1982). Toward a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 9(2), 256-262.  Kim, S. S., & Prideaux, B. (2005). Marketing implications arising from a comparative study of international pleasure tourist motivations and other travel-related characteristics of visitors to Korea. Tourism Management, 26(3), 347-357. Munt, I. (1994). The ‘Other' postmodern tourism: Culture, Travel and the New Middle Classes. Theory, Culture & Society, 11(3), 101-123. Pearce, P. L., & Lee, U.-I. (2005). Developing the travel career approach to tourist motivation. Journal of Travel Research, 43(3), 226-237.  

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travel motivation in tourism

  • Forgetting the Professionalism and Motivation in Tourism…

Forgetting the Professionalism and Motivation in Tourism and Service

travel motivation in tourism

This week I was appalled again to hear that two wonderful areas are to be the victim of more tree vandalization by the government and authorities! The road to Marsalforn in Gozo and the busy valley road in Msida with its Cathedral -like environment that have been created as nature produced wonderful trees in this otherwise over commercialized and traffic-ridden area. I thought for a bit and then it occurred to me that this irrational thinking is being brought about through any lack of knowledge about services, hospitality and professionalism today.  

People have become mechanical robots, they act first and (possibly!) think after the ill-deed has been done.   My article this week will focus on the need to re- establish professionalism and motivation in tourism and service before we attempt to build on the tourism activity and utter suggestions of “quality” and “six star service”.  

I will now discuss with you the need to act professionally, to have a sense of civic responsibility and to act in the national interest when it comes to taking decisions that will most certainly reduce the attractiveness of these islands and lower the quality of life for the local community (if there is any left after the last decade!) ; this lack of professionalism and civic responsibility was certainly evident in my last article when one considers the erratic way in which roads are being dug up, again and again, left in this state for weeks and months on end (the road in Iklin – PP Saydon I still unfinished four months after it was started…a half kilometer stretch of urban road!).  

As Chair of the Malta Tourism Society and the Institute of Hospitality Mediterranean region, my role and that of our committees and members is to encourage professionals to select a career in the tourism sector.   Professionals are persons who are committed to delivering a service and hospitality that reflects the value experience for the visitor and client rather than simply satisfying some mechanical job that uses that person as some kind of robot – uttering words that do not show the care and respect for others. I have noticed how there is no longer any consistency, standards and encouragement in the many and varied types of courses offered in tourism and hospitality.   This discipline has become a necessity to prepare the student for a job rather than a career; there are too many courses that are based on theoretical topics and very little that allow the student to be innovative, creative and think about new methods for managing tourism.   In the three main institutions on these islands the emphasis is on the number of students graduating rather than the quality.   What this country needs is thinkers not just brawn and muscle!

These are my six proposals in which these islands may start to reconsider the professionalism and career-building exercise for these thinkers:

1.         We need to ensure that all those institutes – private and public – who offer courses in hospitality and tourism come together as a working group or advisory committee to discuss the issues relevant to the industry’s needs and apply these to courses that design studies, discussion and research that will lead to the development of policies that will enhance tourism.

2.       Employers must ensure that they select their staff and teams carefully , not simply to fill jobs but to encourage motivated and incentivized professionals at all levels to participate in the mission and objectives of their various enterprises.

3.       You should remember that tourism is not a rather flimsy “stepping-stone” to other disciplines and careers.   If anyone does not feel cut out for this career then every institute must have a team of counsellors to advize these students.

4.       Tourism entrepreneurs must remember that without a professional team their business is doomed to failure, if not today, definitely tomorrow.

5.       Let us all encourage and design careful CPD (Continuous Professional Development) courses in these working groups that can add value to the   attractiveness and career in tourism.

6.       Finally, the working group must work with the industry to ensure that remuneration reflects the effort, commitment and professionalism of the employee.   Some of the pay deals by employers are, frankly, so appalling they are an insult!

By following these six stages, we can ensure that these islands are managed professionally, sustainably and with the idea of developing a quality activity that attracts the visitor who wants to be here not the one who wants to be here.   Travel and Tourism to these islands today is about quantitative gains for the greedy and uncouth.   We need to put professionalism and hospitality back in the equation.

Dr Julian Zarb is a researcher, local tourism planning consultant and an Academic at the University of Malta. He has also been appointed as an Expert for the High Streets Task Force in the UK.   His main area of research is community-based tourism and local tourism planning using the integrated approach.

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New tours and deals: Tour agencies upbeat about sales at Natas Travel 2024

travel motivation in tourism

SINGAPORE – Singaporeans and local residents have made many trips abroad since international borders reopened.

Outbound travel last year saw an increase of 85 per cent over 2022, with more than 7.8 million departures in 2023.

Sharing these statistics at the opening ceremony of the National Association of Travel Agents Singapore (Natas) Travel 2024 at Singapore Expo on March 1, Singapore Tourism Board chief executive Melissa Ow said she is optimistic that given Singaporeans’ love for travel, the numbers will remain healthy.

Inbound travel also signalled that recovery in Singapore’s tourism sector has gained momentum, she said.

Driven by improved global flight connectivity and capacity, as well as the implementation of the 30-day mutual visa exemption between Singapore and China in February , international visitor arrivals are expected to reach around 15 million to 16 million in 2024, bringing in approximately $26 billion to $27.5 billion in tourism receipts.

“While we remain optimistic, the path towards recovery is not without its challenges. Geopolitical uncertainty, the fragile state of the global economy and other factors, such as the continued restoration of flight connectivity, will have bearing on the pace of travel recovery,” Ms Ow added.

Natas deputy president Simon Er said the continuous growth in travel in 2023 was a huge motivation for the travel industry.

He noted that Changi Airport Group has reported that the total passenger movement for 2023 was 58.9 million. This was an improvement from the 32.2 million passengers in 2022.

“Changi Airport Group has also reported that they are working with airline partners to increase connectivity to other parts of South-east Asia, which allows greater accessibility between countries,” he said.

“With that, travellers are able to maximise the increased travel options to their advantage, which will encourage even more travels.”

The 59th edition of the travel fair, themed Uncover The Wonders, features 66 exhibitors, an increase from the 51 exhibitors in February 2023. These include travel agents, airlines, cruise operators, travel-related exhibitors, as well as six national tourist organisations.

Natas expects more than 100,000 visitors at the fair. It attracted 102,744 visitors in August 2023. Natas organises two travel fairs a year, one in the first half and another in the second.

Expected to be popular are perennial favourites such as Europe, Japan, South Korea, Taiwan, China and cruises, said Natas chairman outbound Wong Yew Hoong.

Travel agencies The Straits Times spoke to also expect better sales than last year as more worldwide destinations have fully opened up, including China, which has resumed visa-free travel for Singaporeans.

Mr Jeremiah Wong, senior marketing communications manager with Chan Brothers Travel, expects better sales compared with Natas Travel 2023. “The continual development of our products with increased breadth and depth, including newly launched destinations and innovative thematic series, is attracting more new customers to our fold,” he said.

For example, for the Natas fair, Chan Brothers is adding new itineraries to Cuba, Mexico, Patagonia (South America), Antarctica and the Red Centre (Ayers Rock, Australia).

travel motivation in tourism

Active seniors seeking holistic wellness experiences can opt for its new 14/21-day Chengdu Sojourn, featuring a longer stay in China with lessons at lifelong learning centres and healthy meals curated by nutritionists.

There is also a new eight-day Korea With Scenic Wolchulsan Hike, with light hikes in national parks, connecting outdoor lovers of all ages to nature.

“Northern Lights tours will also be in the spotlight, as it is widely reported that 2024 will be the best year in over two decades to spot the aurora at its best,” Mr Wong said.

“Our exclusive direct chartered flight tours to Bhutan, Mongolia, and Uzbekistan are also expected to be snapped up quickly, as these are the only direct flights to these destinations currently available.”

travel motivation in tourism

Ms Diana Tan, CTC Travel’s head of human resources and public relations, said that following the reopening of borders, there has been a notable surge in inquiries and bookings for destinations across China. 

Japan, Europe, Egypt and Turkey are also popular, and specifically, Eastern Europe, the Balkans, Spain and Portugal are seeing high demand in 2024.

“The availability of frequent flights, coupled with favourable currency exchange rates, has made these destinations increasingly attractive to travellers,” Ms Tan said.

“Additionally, there’s a noticeable shift in mindset among travellers, with many expressing a desire to explore more exotic destinations and check off their bucket lists this year.”

She added: “We believe that travellers’ motivations extend beyond revenge travel, with a genuine desire to explore and reconnect with the world driving current trends... We anticipate positive growth compared to last year.”

A spokeswoman for Nam Ho Travel said it is offering enticing deals, including a one-for-one promotion for trips to China, South Korea and Turkey. She expects strong sales for China and Japan.

“We believe the revenge travel trend is till active, indicating that sales should surpass last year’s figures,” she added.

Madam Yip Lu Wah, 76, who visited the travel fair on March 1, is planning a trip to Guangzhou in March for two weeks.

“I have travelled to many places,” said the retired accounts executive. “Now, I am motivated by food, and will visit Guangzhou where the good food is.”

Mr Christopher Pharamond, a 53-year-old sales professional who is between jobs, said he was looking for good deals at Natas, and hopes to visit Europe, Japan or South Korea with his family for two weeks in June.

“Our last trip was to New Zealand in 2018, before the Covid-19 pandemic,” he said. “So this is our first post-pandemic trip – very important!”

Natas Travel 2024 is held from March 1 to 3 at Singapore Expo halls 4 and 5A from 10am to 9.30pm. Admission is free.

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NASCAR caught Joey Logano wearing amphibious-like glove in cheating violation

Joey Logano (22) stops for fuel during the NASCAR Daytona...

Joey Logano (22) stops for fuel during the NASCAR Daytona 500 auto race at Daytona International Speedway, Monday, Feb. 19, 2024, in Daytona Beach, Fla. (AP Photo/David Graham)

Joey Logano waves to fans during driver introductions before two...

Joey Logano waves to fans during driver introductions before two Daytona 500 qualifying auto races at Daytona International Speedway, Thursday, Feb. 15, 2024, in Daytona Beach, Fla. (AP Photo/John Raoux)

By JENNA FRYER

Associated Press

LAS VEGAS — NASCAR on Saturday displayed a clearly altered glove that Joey Logano wore in qualifying at Atlanta Motor Speedway, where aerodynamic-deflecting alterations were so obvious it looked as if he was wearing part of an amphibious costume.

The black glove for Logano’s left hand had webbing made of an unspecified material between every finger. The theory is that Logano, who qualified second at Atlanta last weekend, had the glove altered in order to place his hand out his window as an aerodynamic blocker during qualifying.

At Las Vegas Motor Speedway a week later, NASCAR would not speculate on the motivation of the two-time Cup champion or Team Penske, which did not appeal a penalty imposed on Logano. NASCAR said it discovered the glove during a random inspection — and not, as Denny Hamlin suggested, in a tipoff from a rival team — and that it did not know if Logano was wearing the glove when he won the pole for the season-opening Daytona 500.

Rival driver Corey LaJoie didn’t flinch when asked Saturday if Logano was wearing the glove in Daytona 500 qualifying — “yes,” he said — and insisted Team Penske would have done computer simulation on the glove before using it on the track. LaJoie estimated the webbed glove was worth three counts of drag for Logano.

Logano, who won the pole for Sunday’s race at Las Vegas wearing legal gloves, declined to comment on if he wore the webbed glove when winning Team Penske’s first Daytona 500 pole. He said he was not forced to wear the glove by his team.

“As a driver, you work with the team and, hey, I’m going to take a portion of responsibility of that too, obviously. I should. I put the glove on,” Logano said. “I didn’t build the glove or make it on my own. I can’t sew. We had conversations about it.

“What I’m proud about with this team is, yeah, that was a tough situation for us,” he continued. “It was hard to go through and embarrassing for sure, but the fact we got through it and just move on and focus on the next week, we showed that we have some speed in our race car and to be able to put it on the pole here, to me, is a statement type lap, so I’m proud of that.”

Logano turned a lap in Saturday qualifying at 184.357 mph to win his second pole in three races, and the third of his career at Las Vegas. He beat Kyle Larson, winner at Las Vegas in October, who turned a lap at 184.225 in a Chevrolet for Hendrick Motorsports.

Brad Moran, NASCAR Cup Series managing director, said the No. 22 Ford was one of five cars randomly selected for post-qualifying inspection in Atlanta and the in-car camera immediately alerted officials that something was amiss.

“We spotted something that was honestly concerning,” Moran said ahead of Saturday activity at Las Vegas. “As you can see, the entire glove is webbed. The reason for that is you can obviously block more air, the drivers do put their hand up against the [window] opening, which we’ve never really had a rule against.

“This obviously goes one step further, and that glove becomes not only a competition problem but it goes one step further because it becomes a safety violation.”

All equipment must be approved by The SFI Foundation Inc., a nonprofit organization that has administered the standards for the quality assurance of specialty performance and racing equipment since 1978. NASCAR was unsure if the material used to create the webbing effect was fire retardant.

Logano said at Las Vegas he would never have used the glove if he thought it was dangerous, which “I personally did not.”

“I would never have put myself in a situation where I feel unsafe,” Logano said. “I have kids. I have a wife. I have a family that I care way more about than race cars, so no, I didn’t feel concerned about what we did. I didn’t race with it. Qualifying on speedways is pretty simple.”

Logano was penalized last Sunday morning when he forfeited the second-place starting position and was dropped to the back of the field at Atlanta. He also had to serve a drive-through penalty on pit road once he took the green flag as the competition penalty.

Logano this week was fined $10,000 for violating NASCAR’s safety code, under “Driver Responsibilities & Driver Protective Clothing/Equipment.”

Team owner Roger Penske earlier this week twice told The Associated Press, “I didn’t like that at all,” about Logano’s infraction and expressed his disappointment in the veteran Penske driver.

“It’s not good. Period. I told him,” Penske said. “He’s the leader of the team. Look, we are under so much scrutiny and the last thing we need to do is have any noise like that. It’s not good for us. It’s not good for him.”

Reigning Cup champion Ryan Blaney, who in November gave Penske back-to-back NASCAR championships, said there was no internal conversation among the three Penske cars to try the glove. Blaney said he was unaware Logano was using an altered glove.

But Blaney acknowledged all teams are consistently trying to work within a gray area — but not push the boundaries to the point that their boss, Penske, is irked with the efforts and optics of the organization.

“That was something they found and they just wanted to try, but that wasn’t something they tried to talk about,” Blaney said. “It’s always tricky, you want to be fast. But I feel like we’ve always been very good. We’ve always been very respectful — like we never get in trouble — because that’s Roger’s way, right?

“So it’s a real balance because you are always trying to find speed, but sometimes you have to kind of get a little in that gray area to find it.”

More in Motorsports

When the IndyCar Series returns next week for its March 10 season opener, it will mark the 20th consecutive running of what’s now called the Firestone Grand Prix of St. Petersburg. Of IndyCar’s 17 other races, only one has lasted longer without interruption: the iconic Indianapolis 500.

St. Pete Grand Prix failed 3 times. Why did 4th succeed?

William Byron had blossomed a force in the Cup Series, winning six times during a breakout 2023 season. Yet, he was as fortuitous as he was formidable during Monday's running of the rain-delayed "Great American Race."

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Motorsports | Daytona 500 postponed until this afternoon due to rain

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travel motivation in tourism

5 compelling reasons why you should choose travel and tourism as your career

Here are five compelling reasons why choosing a career in the travel and tourism industry can be a great option:.

Listen to Story

5 compelling reasons to pursue a career in travel and tourism

Choosing a professional path with good prospects is essential for long-term success in today's competitive employment market. However, choosing the right career is becoming more challenging day by day. And, finding a career that has maximum stability & growth is a daunting task.

The travel and tourism sector is one such sector with many career paths and alluring advantages. The industry is growing rapidly and offers ample career opportunities for multiple reasons.

The current growth projections in the industry point to a manifold increase in the tourism workforce and the revival of tourism that has led to a surge in demand for various travel-related services too.

1. Recognised as the fastest growing sector and a promising future

The growth potential of the travel and tourism industry has been enormous, and it has been a significant driver of economic growth and development. The growth of the travel and tourism industry has also led to the development of many other industries and its growth potential is expected to continue in the future.

2. Multiple career options

Travel and Tourism is an extensive term in itself and is an industry with countless job roles to excel in, thereby giving people a wide range of opportunities for career advancement. With the expected growth in the sector, there is a steady demand for skilled professionals. Successful careers in this industry require a blend of hard and soft skills.

travel motivation in tourism

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COMMENTS

  1. 10 Motivation For Travel And 6 Theories (2024)

    Furthermore, following the above reasons for travel, tourism seems to serve psychological needs. Nickerson (1996) argues that deep psychological needs are the basic motivators for tourism. She uses Maslow's "Hierarchy of Needs", a theory about psychological needs and motivation to describe people's motivation to travel.

  2. Demographic factors and travel motivation among leisure tourists in

    Travel motivation is commonly acknowledged as a crucial concept to most tourism professionals and theorists (Lam and Hsu, 2006). Travel motivation has been known as a driving force behind understanding behavior (Venkatesh, 2006). The concept of travel motivation is not new (Pearce and Caltabiano, 1983).

  3. Travel Motivation » Types of Motivation, Theories of ...

    1. Intrinsic Motivation: this type of motivation comes from the inside through the core of the heart and mind of the tourist to do any specific work. t is defined as the performing of an activity for its intrinsic motivation that emerges from an individual's inherent satisfactions, enjoyment, challenge entailed, interest or the feeling of inner pleasure that drives from the task rather than ...

  4. The importance of understanding travelers' motivation

    Why understanding travelers' motivation matters. By seeking to understand and act upon travel motivations, the industry has an opportunity to foster greater loyalty with a more personalized and creative proposition. How can the travel industry adapt. We examine how the industry can become more dynamic, collaborative and connected.

  5. Developing the Travel Career Approach to Tourist Motivation

    The purpose of this study lies in the conceptual adjustment of the travel career ladder (TCL) approach to travel motivation. In this context, the study examined the relationship between patterns of travel motivation and travel experience. This research was conducted through two studies: an interview phase to guide the further conceptual ...

  6. Tourist's Motivations toTravel: A Theoretical Perspective on the

    Peace-of-mind in the context of travel refers to the sense of security and safety experienced by the traveller, leading to a lack of anxiety and a positive state of mind (Traskevich & Fontanari ...

  7. Travel inspiration in tourist decision making

    Travel inspiration. Tourism is a special consumption context. The experience itself is the core product provided by the tourism and hospitality industry. In contrast to rational problem-solving and utilitarian functions, ... Approach motivation involves travel intention. The inspired person is motivated to try out new travel ideas resulting in ...

  8. Predicting Travel Motivation with Personality and Personal Values

    Although previous literature has recognized these constructs as predictors of people's travel motivation, existing tourism literature lacks studies that combined tourists' personality, their personal values, and travel motivation within one research framework. Moreover, this paper contributes to existing tourism literature as it was the ...

  9. Travel to Emerging Tourist Destinations: Motivations and Decision

    In the tourism literature, travel motivation is regarded as one of the most salient psychological factors influencing tourist decision-making and behaviour (Seyidov & Adomaitienė, 2017). In line with this, Mutanga et al. (2017, p. 2) defined tourism motivation as "the set of needs which influence a person to partake in a tourism activity".

  10. Travel motivation: a critical review of the concept's development

    The chapter examines the push and pull concept as another line of travel motivation studies. Mannell and Iso-Ahola's model of escaping and seeking dimensions, though developed as a framework of leisure motivation, informs the discussion leading to general implications and applicability in tourism studies.

  11. The impact of travel motivation on emotions: A longitudinal study

    The purpose of this study was to understand the impact of travel motivation on tourists' emotions and whether the impact would remain the same across different time points. The sample consisted of a panel of approximately 2000 leisure travelers in the Netherlands. After eliminating missing data, 412 panelists completed all seven questionnaires ...

  12. Impact of Travel Motivation on Tourist's Attitude Toward Destination

    The study also aims at assessing the mediating role played by destination image between travel motivation and tourists' attitude toward destination. Data for the study has been collected from tourists visiting Ladakh (Jammu and Kashmir state of India) during the month of July to September (N = 350).

  13. Tourism Motivations and Decision Making

    Studies of tourist motivation seek to identify a relatively convenient number of forces, which can help understand the travel choices of a defined group of people at a specified scale. Research on tourists' motives has a long history in tourism scholarship but contemporary concepts emphasising motivational patterns and human flourishing are ...

  14. Tourists' motivations, learning, and trip satisfaction facilitate pro

    One travel motivation especially relevant to the polar region is last chance tourism, which has been defined as the interest of tourists to witness vanishing landscapes/seascapes and species that are threatened by climate change (Eijgelaar et al., 2010). Antarctica is a prime last-chance destinations that tourists may seek to visit "before ...

  15. Tourists' Travel Motivations During Crises: Lessons from ...

    2.2 Health Pandemics and Travel Motivation. Travel motivation plays a critical role in tourist behaviour, as March and Woodside pointed out. Rosselló et al. examine the effects of natural disasters and unexpected events on tourism using data from 1995 to 2013. They found that the magnitude of the negative impact on travel motivation depends on ...

  16. Exploring motivation via three-stage travel experience: how to ...

    Various studies have explored travel motivation, including adventure tourism loyalty (Sato et al. 2018), wildlife tourism satisfaction in national parks (Mutanga et al. 2017), and slow travel ...

  17. Travel motivation: A critical review of the concept's development

    Travel motivation represents the ultimate driving force for people to travel and engage in tourism activities (Crompton, 1979;Dann, 1977). Studies involving travel motivation are abundant in the ...

  18. Tourists' Characteristics, Travel Motivation and Satisfaction

    An evaluation of the relative importance of tourism for islands. Conference Proceedings of the Travel and Tourism Research Association: Advancing Tourism Research Globally (2016). Available in: ... Travel motivation and intention to revisit of european senior tourists to Thailand. Universal Journal of Management, 5 (8), 365-372 (2017).

  19. Travel motives

    Toward a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 9(2), 256-262. Kim, S. S., & Prideaux, B. (2005). Marketing implications arising from a comparative study of international pleasure tourist motivations and other travel-related characteristics of visitors to Korea. Tourism Management, 26(3), 347 ...

  20. Travel motivation: linking theory to practice

    The paper offers an invaluable practical interpretation of travel motivation and related management issues., - A comprehensive literature review on travel motivation is conducted to acknowledge the major theories. ... Songshan (Sam) Huang (Lecturer in Tourism Management, based at the School of Management, University of South Australia ...

  21. Full article: Tourists satisfaction in destination selection

    2.1. Travel motivation. Travel motivation in academic literature has been a central focus of tourism research, as it is perceived as one of the key ways of understanding travel needs and tourist behaviour at a destination (Yoon & Uysal, Citation 2005, Prayag, Citation 2012).Various disciplines explain motivation from different perspectives (Çelik & Dedeoğlu, Citation 2019).

  22. travel motivation of wellnes tourism

    Travel and tourism is one of the largest industries in the world. Globally, the. tourism industry directly contributed approximately US$2.9 trillion to GDP in 2019, and it has become an upward trend since 2006. Moreover, about 10% of jobs in the. world are supported by the tourism industry (Statista, 2019).

  23. PDF UNIT 5 TRAVEL MOTIVATIONS Travel Motivations

    understand motivation; describe what is travel motivation; list the various attributes of travel motivation; and explain the various tourism motivation models. 5.1 INTRODUCTION Human beings are complex organisms that can desire and involve themselves in various activities. For instance, a student reading a book, a man looking for a job

  24. Forgetting the Professionalism and Motivation in Tourism and Service

    Travel and Tourism to these islands today is about quantitative gains for the greedy and uncouth. We need to put professionalism and hospitality back in the equation.

  25. The impact of travel motivation on emotions: A longitudinal study

    In other words, travel motivation did not have a significant impact on: (1) tourists' emotions at any given time point, or (2) a change in affect balance over the nine-month period from June 2013 to Feb. 2014. The nonsignificant impact of motivation on emotions is inconsistent with the findings of Cini et al. (2013).

  26. New tours and deals: Tour agencies upbeat about sales at Natas Travel

    Inbound travel also signalled that recovery in Singapore's tourism sector has gained momentum, she said. Driven by improved global flight connectivity and capacity, as well as the implementation ...

  27. NASCAR caught Joey Logano wearing amphibious-like glove in cheating

    Logano, who won the pole for Sunday's race at Las Vegas wearing legal gloves, declined to comment on if he wore the webbed glove when winning Team Penske's first Daytona 500 pole.

  28. 5 compelling reasons why you should choose travel and tourism as your

    The travel and tourism sector provides unrivalled exposure to the world, enriching experiences, and a varied range of cultural immersion. It encourages understanding and cross-cultural interchange through engaging with people from different origins and travelling to exotic locations, thereby forming deep connections throughout the globe. ...