Tourism psychology 101 #2
Understanding tourist motivations with novelty-familiarity continuum
TOURISM PSYCHOLOGY 101
In my upcoming collection of posts, I’ll be sharing intriguing insights on the science-backed psychology of tourist behavior and decision-making. These nuggets of wisdom are geared towards assisting a diverse audience, ranging from seasoned globetrotters and local residents to policymakers and businesses, in achieving their objectives and goals in the tourism industry.
I’m confident that whether you’re a seasoned practitioner or a novice in the field, these insights will prove to be valuable in improving the tourism landscape for all stakeholders involved!
Have you ever found yourself torn between two travel destinations? Maybe one option is a bustling city filled with exciting new experiences, while the other is a quiet countryside getaway where you can relax and unwind. It turns out that this conflict is not uncommon, and is rooted in what tourism researchers call the "dual model of tourism motivation."
Simply put, the dual model of tourism motivation suggests that people have two primary travel motivations: novelty and familiarity. Novelty-seeking travelers are drawn to new and exciting experiences, while familiarity-seeking travelers are more interested in the comfort and security of the familiar. These motivations can be thought of as opposite ends of a spectrum, and individuals fall somewhere along that spectrum depending on their personal preferences and life experiences.
For example, imagine a person who lives in a small town and works a mundane 9-to-5 job. This person may be more likely to seek out novelty in their travels, as a way to escape the routine of their daily life. On the other hand, someone who lives in a busy city and deals with constant sensory overload may be more drawn to the familiarity of a quiet beach vacation.
Of course, these motivations are not mutually exclusive, and most people likely fall somewhere in the middle of the spectrum. However, understanding the dual model of tourism motivation can help travelers make more informed decisions about their travel plans.
If you're someone who tends to seek out novelty in your travels, consider balancing that with some familiar experiences to make your trip more comfortable and relaxing. For example, if you're planning a trip to a foreign country, consider booking a hotel chain that you're familiar with, or trying some familiar cuisine in addition to new and exciting dishes.
On the other hand, if you're more of a familiarity-seeker, challenge yourself to step outside of your comfort zone and try something new. Maybe you can try a local delicacy you've never tasted before, or visit a museum that's outside of your typical interests.
Ultimately, the dual model of tourism motivation reminds us that travel is not one-size-fits-all. Everyone has their own unique preferences and motivations when it comes to exploring the world. By understanding your own motivations and balancing novelty with familiarity, you can make the most of your travel experiences and create memories that will last a lifetime.
