Lesson Three Fabiola Cruz-1

AOHT Principles of Hospitality and Tourism
Lesson 3
The Psychology of the Traveler
and Customer Service
Student Resources
Resource Description
Student Resource 3.1 Notes: Theories of Consumer Motivation
Student Resource 3.2 Reading: Theories of Consumer Motivation
Student Resource 3.3 Defining Format: Customer Service Terms
Student Resource 3.4 Reading: Customer Service Responsibilities
Student Resource 3.5 Assignment: My Own Weekend Getaway
Copyright Ó 2007–2016 NAF. All rights reserved.

Lesson 3 The Psychology of the Traveler and Customer Service
Student Resource 3.1
Notes: Theories of Consumer Motivation

Student Name: Fabiola Cruz Date: 9-10-2021
Directions: Use the graphic organizer below to help you compare the three different theories in the
presentation Theories of Consumer Motivation. Draw the graphic symbol for each theory.
Maslow’s Hierarchy of Pearce’s Leisure Plog’s Model

Needs Ladder
 Was written by Stanley Plog who was a

professor and researcher in travel and tourism
as well.
 Was written by
 Was written by Philip Pearce  Their theories are used not only by the
Abraham Maslow who was a hospitality and tourism industry to analyze
who studied and professor and customers’ travel choices but also by scientists,
wrote about mental researcher in businesses, and educators to explain how
health and human travel and people behave in a variety of situations.
potential. tourism.  Focuses on analyzing a customer’s needs and
 Their theories are wants, which are at the heart of customer
 Their theories motivation.
used not only by the are used not
hospitality and  Only very specialed hospitality and tourism
only by the businesses satisfy travelers on the ends of the
tourism industry to hospitality and
analyze customers’ model.
tourism industry  Stanley Plog developed a theory of travelers’
travel choices but to analyze
also by scientists, personalities, which he believed guided their
customers’ motivations. He created a continuum of
businesses, and travel choices
educators to explain personality types ranging from conservative to
but also by adventurous.
how people behave scientists,
in a variety of  At one end of the continuum are innovator
businesses,
situations. tourists. They are curious, adventurous, and
and educators
 Focuses on confident about trying new things. They like to
to explain how
analyzing a go to new places, even to remote, less-traveled
people behave
customer’s needs areas. They are spontaneous and enjoy
in a variety of
and wants, which are physically active vacations.
situations.
at the heart of  At the other end are traditionalist tourists. They
 Focuses on
customer motivation. seek out the familiar, avoid novelty and
analyzing a
 Needs are basic adventure, and like structure and routine. They
customer’s
things that are prefer to speak their home language on their
needs and
essential for us to trips and eat familiar food. Traditionalists often
wants, which
survive, and this prefer package tours and well-known tourist
are at the heart
includes food, water, spots.
of customer
sleep, shelter, and  Most people fall somewhere between these two
motivation.
safety. extremes.
 On the leisure
 Maslow’s hierarchy ladder,  Plog’s model helps with understanding general

is mainly used to travelers

trends and give travel professionals useful ways
explain needs. ascend as they
to think about why people travel. It provides a
 Abraham Maslow become older
believed that people and more place to start but, it doesn’t replace learning
have different types experienced. about what works for the individual traveler
of needs, ranging  Lower-level helping stop stereotypes which are not helpful.
from basic to motives must
complex and be satisfied
abstract. before higher-
 The different levels level steps on
to the pyramid are: the ladder
come into play.
- Physiological level:  One motive at a
Need for food, water, time tends to
sleep, and so forth. be dominant
- Safety level: Need unlike Maslow’s
for safety and pyramid.
physical security, in  Philip Pearce
terms of self, family, used Maslow’s
home, and job. hierarchy of
needs to devise
- Social level: Need for a theory about
love and belonging, the motives that
in terms of family, result from the
intimacy, and combination of
friendship. a person’s
needs and
- Ego level: Need for wants.
esteem, self-respect,  In this ladder,
respect from others, motives at the
and a sense of bottom must be
accomplishment. satisfied before
- Self-Actualization motives at the
level: Need to top can be
develop one’s addressed.
morality, creativity,  The leisure
acceptance of self ladder can be
ascended only
and others, and
one step at a
spirituality.
time rather than
 Maslow also simultaneously,
believed that people as in Maslow’s
could satisfy needs pyramid.
at various levels  Pearce
simultaneously. believed that
people’s
 Travel can often be a motives change
way for people to as they become
satisfy their social, older and more
ego, and self- experienced.
actualization needs. Over time, they
By staying at a move up the
luxury resort, a ladder to reach
couple may fulfill the top steps.
their ego needs by
 Pearce’s model

feeling a sense of helps with

glamour and understanding
prestige, which in general trends
turn raises their self- and give travel
esteem and self- professionals
confidence. By going useful ways to
on a trip to help an think about why
overseas orphanage, people travel. It
build houses for the provides a
homeless, or bring place to start
medical supplies to but, it doesn’t
the sick, a college replace
student might satisfy learning about
her self-actualization what works for
needs. the individual
traveler helping
 Maslow’s model
stop
helps with
stereotypes
understanding
which are not
general trends and
helpful.
give travel
professionals useful 
ways to think about
why people travel. It
provides a place to
start but, it doesn’t
replace learning
about what works for
the individual traveler
helping stop
stereotypes which
are not helpful.


Reading: Theories of Consumer Motivation
Today we are going to learn more about consumer motivation. The main topics we will cover are:
• The importance of understanding consumer motivation
• The difference between a consumer’s needs and wants
• Maslow’s hierarchy of needs, Pearce’s leisure ladder, and Plog’s model of consumer motivation
• How these models help the hospitality and tourism industry understand its customers

Knowing why people choose particular places to go on vacation and what motivates them to go in the first
place is extremely useful if you are trying to attract visitors and provide services for them.
How a hotel or resort attracts business depends on its customers. For example, Sandals resorts focus
their marketing to attract newlywed couples seeking privacy and romance. You often see advertisements
that showcase the tranquil location and candlelit dinners. Another focus is to attract a family wanting a
change of scenery and family-friendly entertainment. For example Beaches resorts advertise fun day-
excursions and a children’s menu. Business travelers are often the focus of city center hotels that
highlight their Wi-Fi, technology, and business center amenities when they advertise.

Consumer motivation is what drives the hospitality and tourism industry to create specialized services and
products. The more companies can meet the needs and wants of customers, the more likely they are to
win their business. For example, Disney World has figured out what matters to families, one of their most
important customers. Disney World offers vacation packages that include lodging, food, tickets, and other
services for one price. This package caters to families who want a vacation that is convenient and
(relatively) cost-effective.
A hospitality and tourism company can get very specific about who it is targeting. In the case of Disney
World, one corporation can provide services to three different types of consumers—all at the same price!
1. Young families would enjoy the Magic Kingdom with all the Disney characters.
2. A family with teens would enjoy the computer-generated activities and Epcot.
3. A retired couple would be well served playing golf and getting pampered at the spa.

Researchers from a variety of professions have studied consumer motivation, including psychologists,
sociologists, and marketing professionals. This research has led to theories about tourist motivation,
which can be useful in pinpointing who is most likely to travel to certain locales and stay in particular
lodgings.


The three most widely used theories to explain consumer motivation were developed by Abraham
Maslow, Philip Pearce, and Stanley Plog. Maslow (who died in 1970) was an American psychologist who
studied and wrote about mental health and human potential. Pearce and Plog are both professors and
researchers in travel and tourism. Their theories are used not only by the hospitality and tourism industry
to analyze customers’ travel choices but also by scientists, businesses, and educators to explain how
people behave in a variety of situations.
These three theories focus on analyzing a customer’s needs and wants, which are at the heart of
customer motivation. It is the consumer’s needs and wants that create motivation, which in turn leads
them to make a choice. The more a business understands the specifics of a customer’s needs and wants,
the more accurately it can predict the choices that the customer will make and plan accordingly.
.

What are the differences between a consumer’s needs and wants?

Needs are basic things that are essential for us to survive. They include food, water, sleep, shelter, and
safety. Wants are not necessary for survival but add pleasure, comfort, fun, or interest to our lives. These
could include riding in a hot air balloon, skiing, or staying at a luxury resort.
For example, a woman is on a business trip. She has been traveling all day and she is hungry. She
needs food. There are several restaurants at the airport, and all of them can meet her need. But the
woman also has wants. Maybe she wants a healthy meal, or she wants tacos or Chinese food. For her to
be satisfied, a restaurant must meet her needs and her wants.
In the same way, a man staying at a hotel needs his room to be clean and safe to prevent sickness and
protect his possessions. Beyond that, he may also want the room to have wireless access, good lighting,
a nice view, and attractive furnishings.

Abraham Maslow believed that people have different types of needs, ranging from basic to complex and
abstract. Maslow’s hierarchy of needs is usually depicted as a pyramid with the following levels:
• Physiological level: Need for food, water, sleep, and so forth
• Safety level: Need for safety and physical security, in terms of self, family, home, and job
• Social level: Need for love and belonging, in terms of family, intimacy, and friendship
• Ego level: Need for esteem, self-respect, respect from others, and a sense of accomplishment
• Self-Actualization level: Need to develop one’s morality, creativity, acceptance of self and others,
and spirituality

Our needs change depending on our age and circumstances. For example, a newborn baby is mostly
concerned with such physiological needs as getting enough food and sleep, while a retired businessman
might be more concerned with giving back to his community and helping others (self-actualization needs).
Maslow also believed that people can satisfy needs at various levels simultaneously. For example, a
doctor who earns a good salary satisfies physiological and safety needs by providing for her family while
also fulfilling her ego needs by helping patients, earning the respect of colleagues, and feeling a sense of
accomplishment.
Travel can often be a way for people to satisfy their social, ego, and self-actualization needs. By staying
at a luxury resort, a couple may fulfill their ego needs by feeling a sense of glamour and prestige, which in
turn raises their self-esteem and self-confidence. By going on a trip to help an overseas orphanage, build
houses for the homeless, or bring medical supplies to the sick, a college student might satisfy her self-
actualization needs.

Philip Pearce used Maslow’s hierarchy of needs to devise a theory about the motives that result from the
combination of a person’s needs and wants. Pearce illustrated these motivations in a leisure ladder.
In this ladder, motives at the bottom must be satisfied before motives at the top can be addressed. The
leisure ladder can be ascended only one step at a time rather than simultaneously, as in Maslow’s
pyramid. For instance, if the primary motive of a traveler is to bond with her husband on a weekend trip,
she must first feel relaxed, safe, and mentally engaged in order to concentrate on their relationship.
Pearce believed that people’s motives change as they become older and more experienced. Over time,
they move up the ladder to reach the top steps. The traveler who wanted to ski down a treacherous
mountain in her 20s was at the stimulation step of the ladder. However, in her 50s she may be at the
fulfillment stage, when she experiences contentment strolling through the beautiful gardens of a resort or
taking tai chi or meditation classes at a retreat.
Think about where you wanted to go on vacation 5 years ago. Where would you want to go now? Where
would your parents want to go? What has changed?

Stanley Plog developed a theory of travelers’ personalities, which he believed guided their motivations.
He created a continuum of personality types ranging from conservative to adventurous.
At one end of the continuum are innovator tourists. They are curious, adventurous, and confident about
trying new things. They like to go to new places, even to remote, less-traveled areas. They are
spontaneous and enjoy physically active vacations.
At the other end are traditionalist tourists. They seek out the familiar, avoid novelty and adventure, and
like structure and routine. They prefer to speak their home language on their trips and eat familiar food.
Traditionalists often prefer package tours and well-known tourist spots. Obviously, most people fall
somewhere between these two extremes.

A stereotype is an oversimplified idea about a person that is not accurate. It might be based on the
person’s age, gender, ethnicity, or other information.
You are probably most familiar with stereotypes about teenagers. If you dress like the guy in the top
photo, what might people assume about you? The way people look doesn’t tell you what their wants or
needs are. If you are a travel agent choosing a tour for a client, you would be unwise to base your
suggestions on stereotypes. Instead, you would want to use your knowledge of consumer motivation to
discover a specific traveler’s needs and wants.
The models of Maslow, Pearce, and Plog help with understanding general trends and give travel
professionals useful ways to think about why people travel. They provide a place to start—but they don’t
replace learning about what works for the individual traveler.

Defining Format: Customer Service Terms

A Defining Format exercise can help you organize your thoughts about a particular topic’s characteristics.
An example is provided below.
Term Category Characteristics
Attentiveness is a way of acting that 1. shows customers you are listening and being
empathetic.
2. is polite.
3. enhances a customer’s experience.
Now that you see how it works, use the information from the presentation Customer Service
Responsibilities to complete the table. List between two and five characteristics in the space provided.

1. Customers are sensitive to tone and attitude on the
Composure is a way of acting that
phone online so good tone and attitude is good
customer service.
2. Workers must greet customers, employees should
be attentive, courteous, and friendly. These are
called soft skills and they are extremely important in
all customer service jobs.
3. Everyone in a customer service focused role needs
to be willing to assist a guest in every way.
1. This means practicing listening attentively and

Proactive listening way of paying attention
following up with questions that help the service
is a that
provider understand the situation and show the
customers they care.
2. Workers should ask a lot of clarifying questions to
make sure they completely understand their
customers’ needs.
1. Shows the response of a customer.

Feedback is a kind of response that
2. Many businesses ask customers to complete a short
survey after their phone call or email
correspondence to gain feedback about their
experience.

1. Customer service means taking care of and meeting

Customer service is something provided by
the needs of a customer
employees that
2. Bad customer service in a restaurant leads to bad
tips, bad reviews, and the loss of customers, fast.
3. Most people are customers as well as the providers
of customer service in work.
4. No matter what your job, being good at customer
service will be essential.
5. Customer service representatives are an important
part of businesses. They make sure customers are
satisfied with their purchases and that they feel good
about doing business with the company again.
6. If workers provide good customer service and create
enjoyable experiences, customers will return again
and again.
7. A major reason customers come back is that they
receive quality customer service from employees
who are attentive, courteous, and have friendly,
positive attitudes.
3. Basically, is problem solving.

Troubleshooting is strategy that
a 4. Employees who provide customer service must think
on their feet; they must be ready to find solutions to
their customers’ complaints without losing their
composure.

Reading: Customer Service Responsibilities
This presentation will explain:

• Different types of customer service jobs
• What responsibilities are involved in good customer service
• How excellent customer service enhances a business
• Common vocabulary used to discuss customer service

Many people think of waitstaff at a restaurant when they hear the term customer service. It’s true that
waitstaff are responsible for just about every aspect of the diners’ experience, from taking them to their
table to bringing the bill at the end of the meal. It’s also true that bad customer service in a restaurant
leads to bad tips, bad reviews, and the loss of customers, fast.
But what is a customer, anyway? It’s someone who buys goods or services from a store or a business. A
patient is a customer because he or she is paying for health care services. Architects’ customers are the
clients they design buildings for. A florist is the flower grower’s customer, and people who buy flowers
from the shop are the florist’s customers. In other words, most of us are customers as well as the
providers of customer service in our work.
And that means that no matter what your job, being good at customer service will be essential. If a
surgeon is cold to his patients and yells at his nurses, word will get around and he’ll have a hard time
attracting and keeping good help…which in turn will drive patients away. A florist who works hard to
please his customers is going to do better than the florist down the street, who doesn’t smile or make eye
contact as he hands over the roses. An architect who listens carefully to his client’s dreams and designs a
house that makes those dreams a reality is providing superb customer service.

This woman’s job title may be a customer service representative. Or she may work for a sales agency,
reservations agency, or as part of a technical or product-support team.
Part of her job probably includes troubleshooting, or problem solving. Employees who provide customer
service must think on their feet; they must be ready to find solutions to their customers’ complaints without
losing their composure. This means practicing proactive listening, or listening attentively and following up
with questions that help the service provider understand the situation and show the customers they care.
It is often harder to deal with customers over the phone or the Internet because employees can’t use body
language, like a smile or a nod. What they say can be misinterpreted. However, most customers respond
well to employees who are attentive, courteous, and respectful. Customer service representatives are an
important part of businesses. They make sure customers are satisfied with their purchases and that they
feel good about doing business with the company again. Many businesses ask customers to complete a
short survey after their phone call or email correspondence in order to gain feedback about their
experience.

Front desk agents in hotels greet guests, check their reservations, give the guests their keys, and give
guests basic information, like what floor the gym or restaurant is on. They help people check out and
settle their bills, solve problems, and try to anticipate the needs of each guest who comes to the front
desk. In addition to these duties, a concierge knows the city he or she works in very well and helps hotel
guests purchase tickets to concerts and shows, makes restaurant reservations, and provides directions to
local attractions like museums and parks.
One of the most important responsibilities of front desk or bell staff is greeting guests every time they
enter the lobby. As they greet customers, employees should be attentive, courteous, and friendly. These
are called soft skills and they are extremely important in all customer service jobs.
When customers leave, they are often asked to fill out a feedback card about their experience at the
hotel. One of the main questions has to do with how the guest was treated by every member of the team,
from the first person he or she encountered to the cleaning staff seen in the hallway. Everyone in a
customer service-focused role needs to be willing to assist a guest in every way; this is truly good
customer service.


Travel agents plan trips, make reservations, arrange for transportation, and suggest fun things to do while
traveling. In the past, travel agents met with customers in person; now it is more likely to be a phone
conversation or in an online interaction. They practice proactive listening, which means that they ask a lot
of clarifying questions to make sure they completely understand their customers’ needs. For example,
they might summarize what the customer has asked for by asking, “You want to reserve a room for two
people. Would you prefer one or two beds?”
If travel agents provide good customer service and create enjoyable experiences, customers will return
again and again. Return customers, often called repeat customers, are the sign of a successful business.
Many hotels and restaurants offer these customers loyalty and reward programs. Satisfied customers
usually tell their friends about the great service they received, which results in more business for agents.
This is called word-of-mouth advertising and is one of the best ways to build successful businesses.

Flight attendants greet customers, help them find their seats and store their luggage, serve food and
beverages, and ensure the passengers’ comfort. They also provide information about connecting flights
and other airport details. They must communicate effectively and courteously with passengers, even if
passengers are rude or impatient. One of a flight attendant’s most important customer service duties is to
ensure passenger safety, in part by knowing how to execute emergency procedures. Flight attendants
also answer questions, take care of security responsibilities, and help passengers enter and exit the
plane.
Pilots’ responsibilities differ because they have less direct contact with passengers. Pilots are responsible
for providing passengers with flight details such as how long the trip will take, if the plane will encounter
turbulence, and how fast or how high the plane is traveling. These details, announced over the intercom,
are useful and interesting to passengers. Pilots sometimes greet passengers when they are entering the
plane, and they almost always say goodbye and thank you as the passengers exit.
If pilots and flight attendants provide quality customer service, passengers are more likely to choose that
airline for their next trip as well. Many airlines also offer their frequent fliers loyalty or reward programs.

On a cruise, customers receive many of the same services they receive at hotels and restaurants: they
eat, sleep, and are entertained on the ships. Typical customer service jobs on a cruise ship include
waitstaff, receptionists, hosts, tour directors, massage therapists, fitness directors, and counselors in the
kids’club. Before the cruise, customers also interact with travel agents, ticketing agents, and even
reservation agents who work for the cruise line.
Employees on a cruise work as a team to make sure customers are satisfied with their experience. They
live and travel with customers during the entire cruise, which can last anywhere from a few days to a few
months. That means the staff on a cruise ship must be on their best behavior at all times, day and night,
and maintain a professional and courteous demeanor throughout the cruise. They often get a week or two
of vacation time between cruises to rest, relax, and prepare to take care of customers during the next trip.

Tour guides must provide excellent customer service. They lead the trip, which includes informing
customers about sights, providing them with historical information, answering customer questions, and
resolving any problems that come up. Tour guides are often solely responsible for a group of customers
for an extended period of time. That means that they lead the tour, which can last hours, by themselves.
Because of this, tour guides must be confident, friendly, and attentive to the needs of all of their
customers.
If you took a tour and the guide didn’t know anything about the place you visited, ignored you when you
asked a question, and didn’t care if the bus was uncomfortable or your wallet got stolen, would you take
that tour again? Of course not! Aside from providing interesting information, tour guides are responsible
for their customers’safety and satisfaction. This includes making sure everyone stays together, remains
seated (or follows other safety rules), and experiences the tour in comfort. Customers who are unhappy
report directly to the guide, letting him know about their displeasure. The guide then has to troubleshoot
on the spot and offer solutions to resolve the issues. For the most part, a good tour guide has many
satisfied customers who express their gratitude by tipping the guide and by thanking him for the tour.

There are very few jobs that don’t have a customer service component to them. Customer service means
taking care of and meeting the needs of a customer. Almost every type of business in the world deals with
customers on some level—and is expected to meet their needs in order to turn them into repeat
customers. Repeat customers mean more business and possibly more word-of-mouth advertising. A
major reason customers come back is that they receive quality customer service from employees who are
attentive, courteous, and have friendly, positive attitudes.

Assignment: My Own Weekend Getaway

Directions: Imagine that you can go away for the weekend to one of the places described below. After
you choose one getaway place, answer the questions. They will help you think about where you fit on
Maslow’s hierarchy of needs, Pearce’s leisure ladder, and Plog’s model. You will also reflect on customer
service characteristics. Before you begin, read through all of the instructions on this sheet and read the
assessment criteria at the end of the sheet to make sure you understand how your work will be assessed.
Step One: Choose a Weekend Getaway

 Two days at Universal Studios in Hollywood, California. Go on movie-themed wild rides, like
Jurassic Park and Shrek 4-D. Take tours of movie sets and learn about special effects. Go indoor
skydiving and enjoy live entertainment on the City Walk every night.
 A weekend mountain climbing in the Wasatch Mountains of Utah. Learn how to climb a 65-
degree, 1,800-foot rock face with a guide who will teach you how to use ropes and picks to reach
the top. Stay at the Gold Miner Daughter’s Lodge, where you can have all your meals on site and
rest up for the climb.
 A weekend at Niagara Falls, on the border between the United States and Canada. See the
falls from above and get really close from below with a boat ride on the Maid of the Mist. Hike
along the trails of the Niagara Gorge Rim and visit the Haunted House of Wax. Stay in a four-star
hotel, eat at the Hard Rock Café, and do some shopping on both sides of the border.
 A weekend retreat on a ranch in Wyoming. Take yoga, art, and organic cooking classes.
Relax in a sauna and walk or ride horseback on the miles of beautiful trails. Reflect, meditate, and
enjoy music around the campfire at night under a starry sky.
The weekend getaway I choose is: A weekend at Niagara Falls.

Step Two: Consider Your Needs

Now that you’ve chosen a weekend away, think about how it fulfills your needs.
On Maslow’s hierarchy of needs, what level of need does this weekend away fulfill for you? Explain
your reasoning.
This trip is fulfilling my physiological needs, safety needs, social needs, ego needs, and self-
actualization needs. It proves a place to stay, a four-star hotel, and provides places to eat, Hard Rock
café and shopping places along both borders of Canada and the United States. This trip fulfills my safety
needs because all the sight-seeing will be done with professionals like on the Maid of the Mist boat ride.
My social needs are fulfilled assuming I will be accompanied on this trip by other people that I will get to
interact with. My ego needs are fulfilled because on this trip I will get to socialize with other people
respectfully and will be satisfied with this trip due to the forms of entertainment like the Haunted House of
Wax abd the hike long the trails of the Niagara Gorge Rim. My self-actualization need is fulfilled by being
able to socialize with other people and do fun tasts that are educational like the Hike and boat ride,
helping me develop my morality, creativity, acceptance of self-others and spirituality.

On Pearce’s leisure ladder, which motivations apply for you with this getaway? Explain your answer.
Relaxation/bodily needs, stimulation, relationship, self-esteem, and fulfillment all apply to me in
this getaway. I am taken care of physically by being provided with safety, food, and shelter which is the
Hard Rock Café, the four-star hotel, and the staff in charge of all the activities that I am set to be a part of.
I would have fun and enjoy all the new experiences of the boat ride, hike, museum, and shopping and
would be able to make new friends and have good times with them. Developing new skills wouldn’t be a
problem with the hike and museum visit because they are both educational and I would feel happy being
a part of this vacation and what it has to offer. All these things apply to all the motivations on Pearce’s
Leisure ladder.

On Plog’s model, where do you think you fall? Why?
On Plogs model I would fall somewhere between innovators and most travelers but lean
a little more towards the most travelers’ side. I get to experience new places like the boat ride,
hike, museum visit, and shopping inn new places while also experiencing a physically active
vacation. I am curious to try new things and this vacation provides just that while also taking in
consideration my safety and comfort. I get to eat at the Hard Rock Café and stay at a four-star
hotel for the night which shows me that I am safe.
Think about the list of great characteristics of customer service that you developed in class and the
terms you learned. If you were actually on your weekend getaway, which characteristics of great
customer service would matter the most to you? To answer this question, think about what the
people in charge of customer service could do to make sure that you had a really great time and
that you would consider coming back.
The characteristics that would matter the most are customer service, composure, and
troubleshooting. On the boat ride to visit the Niagara Falls, museum visit, hike, shopping, hotel
stay, and café visit all the characteristics would be important. If something were to go wrong or an
emergency were to happen people would need to know how to troubleshoot to get the people
around me and I to safety. They would need to act accordingly to the situation and have good
customer service in case I need help with things. The workers will need to treat everyone as if they
want them to come back and make sure we have a really good time which im sure I would have
with this vacation.

Make sure your assignment meets or exceeds the following assessment criteria:
 The assignment shows evidence of fully understanding the consumer models from Maslow,
Pearce, and Plog.
 The answers effectively apply knowledge of the three models to personal needs and wants in
a specific situation.
 The assignment shows evidence of understanding key terms in customer service.
 The completed assignment is neat and legible.

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AOHT Principles of Hospitality and Tourism

Student Resource 3.1 Notes: Theories of Consumer Motivation

Student Resource 3.2 Reading: Theories of Consumer Motivation

Student Resource 3.3 Defining Format: Customer Service Terms

Student Resource 3.4 Reading: Customer Service Responsibilities

Student Resource 3.5 Assignment: My Own Weekend Getaway

Copyright Ó 2007–2016 NAF. All rights reserved.

Student Resource 3.1

Notes: Theories of Consumer Motivation

Maslow’s Hierarchy of Pearce’s Leisure Plog’s Model

 Was written by Stanley Plog who was a

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is mainly used to travelers

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feeling a sense of helps with

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Student Resource 3.2

Reading: Theories of Consumer Motivation

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What are the differences between a consumer’s needs and wants?

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Student Resource 3.3

Defining Format: Customer Service Terms

Term Category Characteristics

Term Category Characteristics

1. This means practicing listening attentively and

1. Shows the response of a customer.

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Term Category Characteristics

1. Customer service means taking care of and meeting

3. Basically, is problem solving.

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Student Resource 3.4

Reading: Customer Service Responsibilities

This presentation will explain:

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Student Resource 3.5

Assignment: My Own Weekend Getaway

Step One: Choose a Weekend Getaway

The weekend getaway I choose is: A weekend at Niagara Falls.

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Step Two: Consider Your Needs

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On Plog’s model, where do you think you fall? Why?

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