TOURIST MOTIVATION AND BEHAVIOR: ANALYSIS OF NEEDS, WANTS, AND THEIR IMPACT ON THE TOURISM MARKET IN BULELENG REGENCY
Keywords:
tourist motivation, tourist behavior, needs, wants, tourism marketAbstract
This study aims to analyze tourist motivation, needs, and wants, as well as their impact on the tourism market, particularly in Buleleng Regency. Understanding the underlying factors that drive tourist behavior is essential for tourism industry stakeholders in designing appropriate market segmentation and effective marketing strategies. The study adopts a literature review method using a thematic approach, analyzing various academic sources and relevant case studies that discuss motivation theories, tourist consumer behavior, and the social and psychological variables influencing travel decisions. The analysis reveals that tourists possess a wide range of needs associated with psychological satisfaction, social interaction, and self-actualization. These findings support the idea that the tourism market can be broadly divided into two major segments: need-based markets, which focus on fundamental and psychological fulfillment, and want-based markets, which emphasize desires, aspirations, and unique experiences. In addition to cultural background, habits, and social class, tourism decision-making is significantly influenced by peer groups and reference groups, which help shape individual preferences and perceptions of destinations. The study highlights that failure to address both the needs and wants of tourists may lead to dissatisfaction and boredom with tourism products, ultimately driving tourists to switch to competitors. Therefore, tourism practitioners must go beyond promoting destination attractions and strive to understand the complex motivations behind tourist behavior. By identifying specific market segments and aligning tourism offerings with travelers’ expectations, stakeholders can create more relevant, engaging, and sustainable tourism experiences that foster long-term loyalty and destination competitiveness.
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