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Case Study

During the COVID-19 pandemic crises, UTAS CAS Ibri assigned Dr. Mohit Kukreti to conduct online lectures for the TUHS 3401 course for the mixed group students from UTAS Nizwa and Ibri. In his first Dr. Mohit explained the Factors that affect tourist behavior to the students and highlighted the factors such as Geographical Factors, Social Factors, Place of Origin, Tourism Destination, and Education of Tourist. He further explained Intrinsic and Extrinsic Tourist Behavior. Dr. Mohit explained about the Plogs classification of tourists as Allocentric (The Wanderers), Psychocentric (The Repeater), Midcentric (Combination).

Note: Plog has suggested the updated terms dependables and venturers to replace pscychocentric and allocentric, but these have not been generally adopted in the literature

In any tourism trip, there are likely to be a number of reasons which, when combined, can be considered as the motivational factors for the journey. These can be characterized as push and pull factors.

In attempting to summarize the major motivations of tourists Ryan, (1991) drew on the work of Cohen (1972), Crompton (1979) and Matthieson and Wall (1982) and presented eleven major reasons for tourist travel. These are : Escape; Relaxation; Play; Strengthening family bonds; Prestige; Social interaction; Sexual opportunity; Educational opportunity; Self-fulfilment; Wish fulfilment; Shopping.

This list of eleven motivations for tourist journeys can also be seen to be linked to the concept of push and pull factors with, for example, escape clearly a push factor and prestige clearly a pull factor. Ryan (1991) indicated that often, holidays choices are based on a combination of motivations that are seen as a set of priorities by the potential tourist at the time. These priorities may change over time and realizing some travel needs may be deliberately delayed (Ryan, 1991, 1997).

Several sociological theories have been put forward in the tourist literature in an attempt to explain motivation. One of the earliest was that of Cohen (1972) who sub-divided tourists into four types, based on motivation. Cohen asserted that the main variables forming the basis of his theory and hence leading to the four-fold classification were strangeness versus familiarity. Hence, at one end of his continuum was the organized mass tourist seeking familiarity in holiday surroundings, while at the other end, the drifter is willing to accept far more strangeness.

Cohen developed his theory to investigate how various types of tourist might interact with host communities. This approach also influenced Plog (1973) who developed a continuum, using two concepts allo-centric and psycho-centric.

If Plogs theory was closely linked to the psychological make up of tourists, then Cohens ideas related to the behaviour of tourists. Cohen (1972) developed a typology of tourists in which there was a fourfold classification. This classification is summarized as Organized mass tourists, Individual mass tourists, Explorers, Drifters. The American researcher Plog developed ideas on the psychology of tourists and these were published in 1973. Plogs (1973) important contribution was the notion of allo- and pyscho-centric types of tourist.

He argued that there are those psychological types who do not like unfamiliar environments or cultures, so when they select a holiday they will seek the familiar (these he termed psycho-centric). Plog suggested that psycho-centric individuals are concerned primarily with the self, are inhibited and relatively non-adventurous. In terms of tourist behaviour, psycho-centrics want the familiar and are unlikely to travel great distances to explore new tourism destinations. Plog indicated that those whom he termed psycho-centric would not travel far from the local environment/ region to take a holiday. Conversely, Plog asserted allo-centrics are confident, naturally inquisitive and seek out the unfamiliar when travelling. Plog argued that there are other groups in society who will be prepared to risk a far more uncertain holiday destination, and they actively seek out the strange or unfamiliar and these he termed allo-centric. Those he termed allo-centric would travel long distances to unfamiliar locations

Both Cohens (1972) and Plogs (1972) theories have been tested, but with varied success and have not met with universal acceptance. Nevertheless, they remain as key theories in tourism motivation, although both are largely descriptive rather than explanatory (Harrill and Potts, 2002).

Plog suggested the majority of tourists were neither fully psycho-centric nor fully allo-centric in relation to their holiday destination choices. In terms of his theory, the great majority of tourists were located close to a mid-point between the extremes of psycho-centric and allo-centric, Plog suggested. Nevertheless, Plog suggested in relation to their selected holiday destination, the majority of tourists seek the familiar and prefer not to travel great distances to get there. Plogs theory was based on a study of New York residents. A major implication for destination development is that the majority of tourists will prefer to travel short distances to take holidays. Hence, the theory suggests that destinations, particularly in Developed countries, close to major population areas are likely to be developed and grow more quickly than those more distant, remote areas. Therefore, this will contribute to the growth of resorts/destinations close to the generating regions. However, Plogs theory was developed from relatively limited empirical research. With the above explanation and points Dr. Mohit concluded the lecture.

Answer all the following questions: -

1. State why it is difficult to understand why people travel.
2. What are the contributions of Cohen and Plog to the understanding of tourist motivation and behavior?