Needs, motives and motivations are the engines of human conduct and they play a fundamental part in the mechanics of tourism. The motivation exists when a person is capable of creating an impulse that leads to a need, which in turn will give a feeling of dissatisfaction until this need has been satisfied. To satisfy a need there is energy with a corresponding direction. Hunger and thirst are good examples of needs (q47).
The reason for wanting to travel is an inner motive and it is related to the question of why, whereas more specific motivations determine the answers regarding where and type of holiday (q154, q29). Travel needs and motivations also underpin the first expectations and may influence the final outcome of a holiday: it turned out better or worse than expected compared to the level of satisfaction of the generated needs. Obviously once a travel need has been satisfied it ceases to exist.
The subject of travel needs can be studied from different scientific angles, with psychology, social psychology and anthropology as the most important. Many theories have been developed and several models have been designed. The humanist-psychologist Abraham Maslow published his hierarchy of human needs asa pyramid-shaped model with five layers as follows, from bottom to top (in: q29: p141):
Physiological needs (such as hunger or thirst),
Safety and security, including shelter;
Social needs, love and belonging;
Esteem, the need to be accepted and valued by others;
Self-actualization.
Many theories on motivation and needs have used this model as a basic outline. Pearce (q156) applied it to the case of tourism and combined it with the tourist’s experience. He proposed five layers of holiday motivations (from the bottom to the top of the pyramid):
relaxation (rest active)
stimulation (stronger emotions)
social needs (family, friends)
self esteem (self development through cultural, nature or other activities)
self-realization (search for happiness)
Original travel needs and motives follow these different levels, the first two being the most common. It should be noted that this model is based on the Western world and in those parts where community life is especially valued, the ultimate goal is often not self realization but being able to serve the group, for example.