The use of tourist motivation factors trichotomy concept in the management proces by creating customer value

Abstract

The aim of the article, in a cognitive dimension, is to provide a general recognition of the tourist motivation theory and the theory of travel motivating factors in the form of tourist motivation factors trichotomy concept. The main objective of the paper, in terms of methodology, is to identify the directions and use of this concept in the management proces by creating customer value in the regional tourism economy―Customer Value Analysis (CVA), as well as in the analysis of social networks―Social Network Analysis (SNA). By using the concept of tourism motivation factors trichotomy, the demand creation and the development of a tourist product (supply) is described precisely. Also, appropriately selected results of empirical research that allow to illustrate these relationships are presented. The development of CVA method, by supplementing it with the concept of motivation factors trichotomy, formed a new model of tools, through which the main factors were identified and grouped into: motivators that cause desire and willingness to take tourist activity as well as the hygiene factors the lack of which causes reluctance to participation in tourism. Also the demotivating factors (demotivators) that cause a negative attitude towards tourism activity in a given tourist area (destination) were identified. It was assumed that these studies results constitute an important factor, which determines the structure of networks organized for the purpose of shaping and designing of tourist destinations. The identified categories of motivation, value and behaviour factors make, next to operational ties, the basis to construct a regional tourism platform for dialogue and cooperation. Adapting the aforementioned approach which integrates CVA, SNA tools and the concept of motivation factors trichotomy to the ground of travel industry, the research can contribute to the creation of organizational partnership that brings benefits for companies operating in the tourist market and at the same time it will lead to raising the competitive position of destinations.