This chapter examines tourism motivation from a sociological perspective considering, in particular, the link between the motivation for tourism and modern society. It is suggested that there are two approaches which may be used as a basis for examination. The first is to consider ways in which motivation results from influences external to the tourist (extrinsic motivation) and the second is to consider the personal needs of tourists themselves (intrinsic motivation). Extrinsic tourist motivation is often influenced by a need to escape from the pressures and conditions of life in a tourist's home society. Tourism has therefore developed as an antithesis to work. A number of models are presented to evaluate this type of motivation in relation to the type of holiday experience chosen. The strengths and weaknesses of each approach are outlined. Intrinsic motivation is understood by discovering what needs people have and how these basic needs can be fulfilled through tourism. These needs may result from deep rooted, psychological needs, such as self esteem, or a need for companionship. They may be attributable to the dehumanizing influence of mundane employment. A series of models is presented to evaluate this form of tourist motivation and the type of holiday experience pursued, and it is concluded that although both types of analysis are useful measures of incentive, the issue is confused. Tourist motivation results from a variety of social, economic, demographic and psychological factors peculiar to each individual tourist. These factors are not constant and may change through time. Thus, it is concluded that these factors are created and reconstituted through society. An individual tourist may be affected by both extrinsic and intrinsic factors through time.
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