As we know that motivation is a process where our need activates a selected behavior thanks to we can try to achieve our goal, It drives us to act in a way to achieve our desire goal and it’ s the general term for all processes involved in starting, directing, and maintaining physical and psychological activities. Maslow hierarchy of needs theory is one of the most popular motivation theories and it’s also considered one of the most important theories in psychology. According to Maslow people has a specific needs and they are motivated by their desire to satisfy these needs. In addition to this he arranged these needs in hierarchical order, he put physiological needs at the bottom of hierarchy ,followed by safety needs ,the belongingness and love needs after that esteem needs and at the top of hierarchy self –actualization need. He proposed that the lower -level needs must be satisfied before higher-level needs become important. Travel motivation reflects one's needs and wants and can be viewed as a critical variable in relation to their purchase decisions. Maslow hierarchy theory help us to understand the different needs that motivate travelers and in other hand it will be enhancing service providers’ knowledge about what kinds of experiences travelers seek, especially for certain groups of people. Maslow’s hierarchy is considered a useful tool for understanding consumer motivations, developing marketing strategy, appropriate advertising appeals and as the basis for market segmentation and product positioning because consumer goods often serve to satisfy each of the need levels
The determinants of travel decision-making and the influential factors would also be examined since they are related to the travel motivations. Understanding of travelers’ motivations is critical to predict future travel patterns. Maslow’s five-level hierarchy need theory has been broadly accepted and used to explain travel behavior. This paper will try to discuss the Maslow hierarchy theory in tourism and the importance of this theory in tourism field .this paper also involves some studies in tourism which based on Maslow hierarchy theory and how the authors applied this theory in tourism field.
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