Republic of the Philippines

Department of Education
CARAGA REGION
SCHOOLS DIVISION OF SIARGAO
GENERAL LUNA NATIONAL HIGH SCHOOL

SELF-LEARNING ACTIVITY SHEETS

in

LOCAL TOURGUIDING 11
(TVL TRACK)
Quarter 1, Module 3

Name: ___________________________________________________________

Year & Section: ____________________________________________________

CRISNA D. DINGDING
Subject Teacher
09071389925

Address: P1, General Luna, Surigao del Norte

Telephone Nos.: +63948-918-0882
Email Address: siargaogenerallunanhs@gmail.com
 Republic of the Philippines
Department of Education
CARAGA REGION
SCHOOLS DIVISION SIARGAO
GENERAL LUNA NATIONAL HIGH SCHOOL

Directions: Below are LEARNING INPUTS in line with our LEARNING OBJECTIVES.
Please read and understand carefully the given learning inputs before proceeding to the
next activity.

1. LESSON 1: Travel Motivation

Learning Objectives
 Identify the models of understanding travel motivations;
 Enumerate the different approaches of describing the tourist decision making process.
 Discuss different tourist typologies as classification of tourist based on their behavior;
 Enumerate the different types of tourist market segmentation; and
 Provide examples of tourist market trends.

Key concepts
 Tourist are the main characters in the tourism industry and the tourism industry exists
to cater to their needs.
 Tourism businesses acknowledge the fact that their success depends also on how
much they know much they know and understand their tourist.
 Understanding tourists requires a background on psychology and consumer behavior

TRAVEL MOTIVATIONS

 The wants and needs of tourists are often regarded as travel motivation
 Cook (1999) simply explained travel motivation as the drive to travel.
 Weaver and Lawton (2000) stated that travel motivation is different from travel
purpose in that it indicates the intrinsic reasons why the individual is embarking on
particular trip.
MASLOW’S HIERARCHY OF NEEDS
 This theory by Abraham Maslow in his 1943 work, “ A Theory of Human Evolution,”
explains that as humans meet basic needs, they seek to satisfy successively higher
needs that occupy a set of hierarchy.
Below is a diagram of Maslow’s hierarchy of needs.
Figure 1. Maslow’s Hierarchy of Needs

Address: P1, General Luna, Surigao del Norte

Telephone Nos.: +63948-918-0882
Email Address: siargaogenerallunanhs@gmail.com
 Republic of the Philippines
Department of Education
CARAGA REGION
SCHOOLS DIVISION SIARGAO
GENERAL LUNA NATIONAL HIGH SCHOOL

 This pyramid of five levels represents human needs which Maslow further grouped
into two as deficiency needs and growth needs
 Deficiency needs are related to physiological needs while growth needs are related to
psychological needs
 The theory emphasize that the higher needs in the hierarchy will only come to focus
once all the lower needs are mainly or entirely satisfied.
 The Maslow hierarchy of needs is an explanation of an individual behavior. In tourism,
every piece of information that would help the business owners, manager and staff
understand tourists’ behavior is important.
 This hierarchy of needs is used in the tourism industry in several ways. First tourism
experts also consider these different levels to be the intrinsic factor that could drive a
person to travel
 Second, tourism businesses could come up with different facilities and services with
features that attempt to address certain needs of tourist
Table 3 shows examples of tourism services that are provided by tourism businesses to
their visitors.
Physiological
 Tour packages that offer frequent rest stops
 Easily accessible food outlets in theme parks
 Sleeping shelters strategically located.
Safety
 Reservation service provided at government approved agencies or locations
 Cruise ship lines providing medical facilities and doctors
 Tour Guide services provided in exotic or unfamiliar locations
Belonging
 Group tours with people having similar interest and/ or backgrounds
 Group recognition gained by membership in frequent user programs provided by
airline
 Trips to explore one’s ancestral root

Address: P1, General Luna, Surigao del Norte

Telephone Nos.: +63948-918-0882
Email Address: siargaogenerallunanhs@gmail.com
 Republic of the Philippines
Department of Education
CARAGA REGION
SCHOOLS DIVISION SIARGAO
GENERAL LUNA NATIONAL HIGH SCHOOL

Esteem
 Elite status in frequent-user programs such as gold, silver or bronze
 Incentive travel awards for superior company performance
 Flowers, champagne and other tokens provided to guest in recognition of occassions
Self-actualization
 Educational tours and cruises
 Theme parks providing educational opportunities and glimpses of other cultures.
 Learning the Language and culture before traveling to another country.

LEISURE LADDER MODEL

 This model is developed by Philip Pearce (Roy, 1999). it attempts to explain individual
behaviors on the basis of stages in a tourist life cycle which is said to be similar to an
individual’s experience of works.
 It is assumed that as the tourists become more experienced, they also become more
proficient and effective
Figure 6. Leisure Ladder Model

RELAXATION AND BODILY NEEDS

Need for basic services (food, space, toilets) for Crompton’s Push-
and- restoration and personal maintenance and repair Pull Model
STIMULATION
 Need for excitement and safety (fun and thrill of rides, This model
experience of the unusual, out-of-the-ordinary settings emphasizes that the
and different foods and people ) choice of destination
of RELATIONSHIP a tourist driven by
Need to build and extend personal realtionships two forces: push
(tenderness, affection, joint run, joint activities, altruism, and pull. The first
and being directly involved) force, push, pushes
a SELF-ESTEEM AND DEVELOMENT tourist away (from
Need to develop skills, knowledge and abilities (how home) and the
others see a person and one’s desire t be competent, in second one, pull, is
a control, respected and productive ) region-specific lure
FULFILLMENT that pulls a tourist
Need to feel peaceful, profoundly happy (magical as if towards a
transported to another world, spiritual and totally destination. The
involved in the setting)

Address: P1, General Luna, Surigao del Norte

Telephone Nos.: +63948-918-0882
Email Address: siargaogenerallunanhs@gmail.com
 Republic of the Philippines
Department of Education
CARAGA REGION
SCHOOLS DIVISION SIARGAO
GENERAL LUNA NATIONAL HIGH SCHOOL

push refers to a general desire to go and be somewhere else, without specifying

where that may be.
 Kozal pointed out that these are intangible, intrinsic desires of a tourist to go on
vacation (Hansal and Eiselt, 2004). Pull, on the other hand, refers to the tangible
characteristics or attributes of a destination that are primarily related to its perceived
attractiveness.
Tourists’ Decision-Making Process
 Another way of understanding tourists is knowing how they decide on tourism
product/services and destinations. Their decision-making process would provide
tourism business insights to effective marketing and advertising techniques to
effectively reach their target markets.
 There are a number of frameworks that explained this process. The following
discussions show the works of Schmoll, Matheison and Wall, and Hansal and Eiselt.
Schmoll
 The Schmoll model emphasizes four successive fields which he believe exert influences
on the decision of tourists (Cooper and Fletcher, 1993)
Factors Influencing the Decision of Tourist (Schmoll)
 Field 1. Travel stimuli : These comprise external stimuli that can awaken an individuals
desire or need to travel in the form of promotional stimulation, personal and trade
recommendations.
Examples : advertising and promotion, travel literature, suggestions, reports from other
travelers, travel trade suggestions and recommendations.

 Field 2. Personal & Social determinants : These determine customer goals in the form
of travel desires and expectations and the objective and subjective risks thought to be
connected with travel.
Examples : Socio-economic status, personality features, social influences and aspirations,
attitudes and values, motivations, desires, needs and expectations.
 Field 3. External Variables : These involve the prospective travelers confidence in the
service provider, destination image, past experience and cost and time constraints.
Examples : confidence and travel trade intermediary, destination service, previous travel
experience, assessment of objectives, subjective risks, constraints in time, cost, etc.

 Field 4. Characteristics and features of the service : These also have a bearing on the
decision and its outcome.
Examples : cost/value relations, attractions/amenities offered, range of travel
opportunities, quality/quantity of travel information, type of arrangement offered.
Matheison & Wall
 A five-stage model of travel-buying behavior was developed by Mateison & Wall.
Similar to the Schmoll model, their model also identifies four interrelated factors.

Address: P1, General Luna, Surigao del Norte

Telephone Nos.: +63948-918-0882
Email Address: siargaogenerallunanhs@gmail.com
 Republic of the Philippines
Department of Education
CARAGA REGION
SCHOOLS DIVISION SIARGAO
GENERAL LUNA NATIONAL HIGH SCHOOL

4 Interrelated Factors
( Matheison & Wall)
*Tourist profile
age, education, income, attitudes, previous experience and motivations.
Travel awareness : image of destinations, facilities and services which is based upon the
credibility of the source
Destination resources & characteristics : attractions and features of the destination
Trip features : distance, trip duration, and perceived risks of the area visited

Task 1. Imagine the scene

What to do:
1. After long months of staying at home due to the Covid 19 pandemic , the entire world
is covid free. So, you traveled to other countries to enjoy the moment of freedom to roam.
What would be the 5 things that you would do?

2. Categorise the above needs into 5 different levels according to Maslow’s hierarchy
theory and write your answers in the spaces provided.
1. Physiological needs. ___________________________________________________
2. Safety needs. ________________________________________________________
3. Social needs. ________________________________________________________
4. Esteem needs. _______________________________________________________
5. Self actualization needs. _______________________________________________

Address: P1, General Luna, Surigao del Norte

Telephone Nos.: +63948-918-0882
Email Address: siargaogenerallunanhs@gmail.com
 Republic of the Philippines
Department of Education
CARAGA REGION
SCHOOLS DIVISION SIARGAO
GENERAL LUNA NATIONAL HIGH SCHOOL

Task 2. fill me
Fill the spaces provided with the correct answer. The answers can be found from the box
below.
Self actualization safety and security physiological needs
Love and affection/social Esteem

1. Receiving medical care for illness or injury is under what Maslow’s hierarchy of needs?
__________________________
2. Having friends and family visit patients in the hospital or nursing homes would fit under
what level of Maslow’s Hierarchy? __________________________________
3. What is the highest goal in human development according to Maslow?
_________________________
4. Being treated fairly, without prejudice or fear of bad treatment is under what level of
Maslow’s Hierarchy? _________________________
5. Respect and approval falls under what level of Maslow’s Hierarchy?
____________________

Task 3. finding the difference

compare and contrast international visitor versus domestic visitor

wants needs

Address: P1, General Luna, Surigao del Norte

Telephone Nos.: +63948-918-0882
Email Address: siargaogenerallunanhs@gmail.com
 Republic of the Philippines
Department of Education
CARAGA REGION
SCHOOLS DIVISION SIARGAO
GENERAL LUNA NATIONAL HIGH SCHOOL

Task 4. Travel and motivation

Read each of the travel and tourism scenarios and match it to one of the main types of
tourism.

An idian manufacturer An idian manufacturer

who travels to who travels to
Bermingham for an Bermingham for an
exhibition exhibition

Address: P1, General Luna, Surigao del Norte

Telephone Nos.: +63948-918-0882
Email Address: siargaogenerallunanhs@gmail.com