Consumer Behavior Related to Tourism

Many authors see motivation as a major determinant of the tourist&s;s behavior. Central to most content theories of motivation is the concept of need. Needs are seen as the force that arouses motivated behavior and it is assumed that, to understand human motivation, it is necessary to discover what needs people have and how they can be fulfilled. Maslow in 1943 was the first to attempt to do this with his needs hierarchy theory, now the best known of all motivation theories (see Figure 1.1).