Lundberg’s View on Travel Motivation

Overlaid upon these basic needs are those learned or culturally determined activities varying from culture to culture within a society which give rise to the movement of millions of people within and around the world each year”.

As stated by him, there are lots of answers to the proposition as to why people travel. These answers are psychological and sociological depends upon the individual and his cultural conditions.

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Lundberg is of the view that “what the traveler says are his motivations for travelling may be only reflections of deeper needs, needs which he himself does not understand, nor wish to articulate”.

In the process, Wahab (1975) has enumerated two sets of irrational (personal motivations) and rational factors, which influence tourist demand. Lundberg has catalogued the various motivations, considered to be most important in stimulating people to travel, under different heads based on observation and reflection. These are:

Educational and Cultural Motives:

1. To see how people in other countries live, work and play.

2. To see particular sites.

3. To gain a better understanding of what goes on in the news.

4. To attend special events.

Relaxation and Pleasure:

1. To get away from everyday routine.

2. To have good time.

3. To achieve some sort of sexual or romantic experience.

Ethnic:

1. To visit places one’s family came from.

2. To visit places one’s family or friends have gone to.

Other:

1. Weather (for instance to avoid winter)

2. Health (sun, dry climate etc.)

3. Sports (to swim, ski, fish or sail)

4. Economy (inexpensive living)

5. Adventure (new areas, people, and experiences)

6. Conformity (keeping up with Jonneses)

7. One upmanship

8. To participate in history (ancient temples and ruins, current history)

9. Sociological motives (get to know the world).

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