Consumer motivation in a tourism context : continuing the work of Maslow, Rokeach, Vroom, Deci, Haley and others
Kay, Pandora 2003, Consumer motivation in a tourism context : continuing the work of Maslow, Rokeach, Vroom, Deci, Haley and others, in ANZMAC 2003 : A celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution : Proceedings of the 2003 Australian and New Zealand Marketing Academy conference, ANZMAC, Adelaide, S. Aust., pp. 600-614.
Australian and New Zealand Marketing Academy Conference
Place of publication
Adelaide, S. Aust.
This paper examines the literature on understanding and measuring consumer motivation and the application of these theories and procedures to understanding and researching tourist motivation. The application of consumer motivation theory to tourism is considered especially relevant, because motivation is considered a critical variable in the tourist decision-making process.
When understanding and predicting consumer and tourist behaviour, some measures are considered superior to others and this will be examined in this paper. Also many measures of motivation are often used as one of the segmentation bases for tourist and other consumer markets, thereby indicating a strong relationship between motivation and market segmentation, also to be discussed in this paper.
The purpose of this study is threefold: (1) to investigate what standards or consensus for determining consumer motivation have emerged in the academic marketing literature, (2) to review the theoretical knowledge about approaches and procedures for determining and measuring consumer motivation in general and their application to understanding tourist motivation (3) to suggest implications for future research of consumer motivation in a tourism context.
Reproduced with the kind permission of the copyright owner.
Field of Research
159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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