maslow's hierarchy of needs
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Tourists and Maslow’s Hierarchy of Needs
Maslow’s hierarchy of needs was a defined as a theory in psychology proposed by
Abraham Maslow in his 1943 paper "A Theory of Human Motivation" in Psychological
Review. (Maslow, A.H.1943). Tourism is the travel for recreational, leisure, family or business
purposes, usually of a limited duration. (World Tourism Organization. 1995). As applied to
travel, Maslow’s theory suggests that vacation and leisure travelers are motivated by the
desire to satisfy needs. People who lack money for food shelter and clothing can’t travel for
pleasure. But, after basic physical and emotional needs have been met, travel meets people’s
needs for esteem, respect and self-actualization, which are the highest level of personal
fulfillment according to Maslow. This essay was to analyze what tourists want to acquire in
Maslow’s terms by applying the hierarchy of needs.
Maslow’s hierarchy of needs operate on different level fro different activities at different
times. For example, travelers who feel a need for respect may purchase a travel product that
will impress their friends and associates. This might be a trip to an exotic destination or a stay
in a ritzy resort or hotel. These activities give the person a sense of contribution pr value. Low
self-esteem or an inferiority complex may result from imbalances during this level in the
hierarchy. Most people have a need for stable self-respect and self-esteem. Maslow noted two
versions of esteem needs: a “lower” version and a “higher” version. This “higher” version
takes precedence over the “lower” version because it relies on an inner competence
established through experience. Deprivation of these needs may lead to an inferiority complex,
weakness, and helplessness.
Travelers who feel a need to be with other people may purchase an escorted group tour
or a cruise with many planned activities. According to Maslow, humans need to feel a sense
of belonging and acceptance among their social groups, regardless if these groups are large or
small. Many people become susceptible to loneliness, social anxiety, and clinical depression
in the absence of this love or belonging element. This need for belonging may overcome the
physiological and security needs, depending in the strength of the peer pressure.
Travelers who feel a need for self-actualization are beyond trying to impress their friends.
Instead, they want a travel product that will help them develop physically, emotionally, or
spiritually. They might choose a bicycle tour through Ireland, a study tour of France’s chateau,
or a trip to Mecca. This level of need refers to what a person’s full potential is and the
realization of that potential. Maslow describes this level as the desire to accomplish
everything that one can, to become the most that one can be. ( Maslow, A. (1954). Motivation
and personality. New York, NY: Harper. pp. 92). As previously mentioned, Maslow believed
that to understand this level of need, the person must not only achieve the previous needs, but
master them.
Tourism is typically a human’s behavior that has no doubt connection with what Maslow
described human’s needs.The needs at a lower level must be met before the individual can
proceed to a higher level. In other words, individuals must first satisfy their needs for food,
shelter and clothing before seeking safety and security. When their needs for safety and
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security have been met, then they are free to seek love and the company of other people, and
so on.