Knowledge of tourism motivation helps to assess the prospects for the development of a particular type of tourism, as well as reveals the attractiveness of a particular holiday destination and its ability to meet a particular group of recreational needs.
Tourist travel is based on motivation, which is one of the most important factors in making travel decisions and choosing a tourist product and its components. The motivation of the choice of a tourist's trip (time, duration, direction, type, costs, nature of the activity) is the most important characteristic influencing the tourist's behavioural initiatives in planning a holiday, choosing, purchasing and making a tour. Tourism motives are the most important components of the tourism activity system, which can be considered as determining components of demand, the basis for the choice of travel and recreation programmes.
Many motivations guide tourists. Moreover, a tourist always has a whole range of incentives, of which only certain ones can have a significant significance and influence the mechanism and outcome of the final decision.
The initial difference of tourist motives predetermines not only the decision on travel and the choice of a specific tourism product but also numerous opportunities for the emergence and development of new destinations, as well as new forms and types of tourism. A clear knowledge of what exactly motivates a person to travel and choose a particular trip is the key to the successful promotion of the tourist destination. Motives to a certain extent predetermine the behaviour of a person as a purchaser of a tourist product, influencing the choice of almost all its constituent elements. Not all tourism motivations can be clearly articulated and defined, but they can be systematized.
Types of recreation allow making a conditional classification of tourist motivations when choosing a trip.
- Health care. To implement this motif, cultural and health-improving tours, therapeutic tours, using health-improving sports, as well as exotic tours, for example, for those who want to quit smoking, are provided.
- Sports activities. Tours containing a variety of sports.
- Training. Tours related to the study of foreign languages and conversational practice, which include daily activities and various types of recreational activities; tours that teach different kinds of sports; as well as professional training programs (management, marketing, economics, etc.). The largest group consists of study tours on interests (e.g. cooking, astronomy, etc.).
- The possibility of self-expression and self-affirmation. Adventure tours: high-end hiking tours, safaris, hunting, mountain summits, expeditions, etc.
- Opportunity to do a favourite thing (hobby) among like-minded people. Special tours for motorists, fans and sports fans on sports competitions, championships and Olympiads; tours for pilgrims, collectors, gourmets. For example, there is a cheese tour in Switzerland and a beer tour in the Czech Republic.
- Entertainment and the need to communicate with people. Holiday trips and tours with entertainment and cognitive programs.
- Satisfaction with curiosity and improvement of cultural level. This tourist motif is realized in all the above-mentioned tours but is most typical for educational tours (for example, tours to famous cities, capitals, historical and cultural centres).
Specific interests of different tourist groups allow distinguishing four categories of tourist motifs, the elements of which determine the choice of a tourist.
- Natural and climatic motives. Terrain relief, vegetation, air temperature, etc. are extremely attractive for tourists, play an important role in creating such forms of tourism as sports, water, skiing, etc. Reflect the psychological and biological needs of the population of urbanized cities, who are looking for recreation and change of environment in tourism.
- Cultural motives. Historical sites, museums, art galleries, exhibitions, archaeological monuments, folk crafts and others make up the cultural heritage of the country.
- Economic motives. They cover the cost of living in the place of tourist destination, the cost of travel, etc.; play a significant role in the formation of inexpensive package tours, have a significant impact on the number of tourists with average income.
- Psychological motivations. Encourage people to travel, meet the psychological needs of tourists. It is proved that not many tourists come again to the places where they have already been, except when the tourist is moved by sentimental reasons or a strong economic motive.
Consequently, tourism motivations, as an essential element of demand, are subject to several influences that may not be directly related to tourism but affect both the volume and the forms of demand and choice of tourism products and services.