Tourism Experience - Mount Huangshan in China - Case Study Example

Name: Tutor: Title: Tourism Experience-Mount Huangshan in China Course: Date: Introduction The main objective of this report is to critically analyze a selected tourism attraction visited and personally experienced based on the approaches and principles of tourism. In this case, the tourism attraction or destination which has been personally experienced is Mount Huangshan, the mountain range found in eastern province of Anhui in China (see fig.1 below). Based on the knowledge of tourism and relevant academic sources, key factors of the tourist experiences in regard to the visitation at Mount Huang, the tourism destination will be discussed relating them to Epperson’s push and pull models. Other psychological concepts will also be considered in compiling this report. The significance of analyzing Mount Huang tourist attraction is to provide valuable information about the tourist experience that can be used by organizations in the tourism and hospitality industry to develop sustainable tourism destinations. Factors of the Tourist Experience Mount Huang, the mountain range found in eastern China. It is also known as Huangshan or Yellow Mountain. This destination is universally known for its scenery and pine trees that are peculiarly-shaped to granite peaks and the changes of clouds from above. Recently, over 60,000 stone have been curved into the areas of mountain range. In addition, the area has cable cars that tourists use to ride directly from this location to various summits. It is relevant to mention that Huangshan Mountain has created a world-famous reputation for China as a motivating tourist site. The convenient facilities observed at the destination, for example, the three cable line, four star hotels seen on the peek and the paths that were paved with flat stones all look attractive. This is the reason why millions of visitors become lured to the place. From the saying that seeing is believing, it is worth mentioning that the visit to Huangshan Mountain was an enjoyable one and approval of the destination as one of the historical tourist attractions that form the famous Chinese art (Huangshan brief 2014). Mount Huangshan which is literally known as Yellow Mountain is considered as one of the Great Wall and renowned Terracotta Warriors in China’s highly luring tourist attractions. Since the mountain is located in eastern region of Anhui, the train and bus ride from major urban centers such as Hangzhou and Shanghai were seen as the ideal getaway for visitors. The main objective of visiting Mount Huangshan was to experience the natural beauty of China and enjoy the fresh air around scene. The psychology of the tourist experience The ideal way to understand tourism motivation is to consider vacation travel as a satisfier of needs and wants. However, literature on tourism creates notions which look at tourist motives as push and pull forces. A number of factors influence why people travel as well as where and when they decide to go. Generally, the value for money and time is perceived as a major influence for most people. This means that people are more interested in assessing the cost of transportation and the time it takes them to reach the destination (Walker 2011). Similarly, Reisinger (2009, p.279) examines tourist behavior as the study of mind where cognition, affect and conation as well as body behaviors, spirit, environmental influences and feedback to tourists are considered. Weissinger and Bandalos (1995) states that intrinsic leisure motivation is a global nature which shows the tendency to seek intrinsic rewards, and thus demonstrated through self-determination, recognition of internal needs as well as a strong desire to make independent choices regarding these needs. The desire to visit Huangshan Mountain was as a result of the intrinsic leisure motivation and self-determination to understand how this tourism attraction created a world-famous reputation for China as a motivating tourist site. Although self-actualisation can be regarded as a need intrinsic to all people, the formation of real self is greatly influenced by society, and thus perceived needs. Therefore, the concept of authentic or true self as determined by an experience helps to solve the predicament. According to Kim and Lee (2002, p. 157) the involvement in unplanned action as set free by the institutionalised regulations are commonly practised by Western tourists.  This clearly shows that tourists have certain desires to free their identities. The visit to Mount Huangshan helped to learn that tourists not only need to see themselves as users of holidays, but rather get to know themselves, understand their motives and the cultures of other people or tourism destinations.  The trip to Mount Huangshan was purposely for self-actualisation with the intrinsic need to know the scenery beauty of place, a characteristic of any tourist. However, the visit to this historical site is more related to the true-self than to ideal self, making it independent of the societal pressures. This involves both habitual behaviours and mind-states. The needs and wants of tourists are perceived as the driving force that makes a person to travel as cited by Abraham Maslow in his theoretical work of Human Motivation. Maslow stated that as humans struggle to meet basic needs, they aim at satisfying successively the higher needs according to their hierarchy of needs. The Maslow hierarch or pyramid of needs is a relevant explanation of a person’s behaviour, and thus relating this in tourism. It is important to point out that any information that can enable business owners or managers to understand the behaviours of tourists is crucial in the tourism industry. This implies that Maslow’s hierarchy of needs can be used in the tourism industry in various ways. For example, tourism experts perceive the different levels as intrinsic factors that could make or drive an individual to travel (Cook 1999). The travel motivation to experience the scenery beauty attractions, for example, the three cable line, four star hotels seen on the peek and the paths that were paved with flat stones all look attractive as well as to enjoy the fresh air around scene were the driving forces to make a trip to Mount Huangshan. Discussion and application of Epperson’s Push-Pull Model to the tourist experience Walker (2011) examines that people involve in travels because they are “pushed” into making their own travel decisions based on internal and psychological forces. Basically, such forces are intangible desires propelling a person to travel as generated from within. These include escape, self-discovery, relaxation, adventure, excitement, prestige and family togetherness. The main reason for making a trip to Mount Huangshan was due to excitement and the need to travel for adventure and self-discovery of this renowned tourist destination in China. On the other hand, people travel simply because they are “pulled” by external forces or attributes of a particular destination. The common pull forces include scenic beauty, cultural attractions and sporting events, historical sites, beaches and recreational facilities as illustrated in figure 2 below (Walker 2011). The major pull factors or external forces that made the visit to Mount Huangshan a positive tourist experience were the jutting rocks, shimmering pools, gurging water-falls as well as the ephemeral clouds that form the mountain’s fantastic ambience. Historically, these features have invoked images that created the renowned Chinese art. Therefore, it was interesting to visit the tourist destination and see the images that make the place attractive for visitors. Pearce’s travel career ladder, developed from the hierarchical concepts of Maslow-the five levels of motivation relaxation, stimulation, relationship, self-esteem and development, fulfillment of needs is also an appropriate model for this discussion to identify motivating systems related to the trip to Mount Huangshan. Relaxation or bodily needs involves restoring the body for personal maintenance, stimulation concerns the ability to manage arousal levels as well as ensuring safety of self and other people, Relationship is the affection, love and how to maintain it in a group, self-esteem and develop is the competence, special interests, glamour and respect others, Fulfilment is the ability to understand self, develop inner peace and harmony. The visit to Mount Huangshan started with the bodily need to have a relaxed mind and the self-esteem to see the scenery beauty of this place as one of the attractive sites that form the famous Chinese art. Therefore, the trip to the mountain was a fulfilment to understand the self and have inner peace and harmony in regard to knowing what attracts people at this place. Maslow hierarchy of needs clearly illustrates that the more tourists become experienced, the more proficient and effective they become because. The model explains that once the lower needs for tourist experience are achieved or fulfilled, tourists often ascend to higher needs (Bowen & Clarke 2009). Conclusions/summary Based on the tourist motivation perspective, it is apparent that various reasons make people to travel from their usual places to their own preferred destinations. However, each person seeks a travel experience that motivates or satisfies his or her needs as well as desire for pleasure. Tourism experiences are learned behaviours that acquire the integral role of habit enforcers among tourists. It can be noted that motives basically represent the learned behaviours which are often influenced by tourist activities. Motivations show the knowledge and beliefs developed by a society and culture that comprise of tourism marketers. The studies carried out to understand the behaviour of tourist is significant to the tourism industry. However, identifying who tourists are and their needs means that a background on psychology and consumer behaviour is vital to the management of a tourist destination. Epperson’s Push-Pull Model helps to know why tourists travel which forms the most fundamental question in the analysis of tourists’ behaviour. Recommendations In order for tourists to become more autonomous, they should be aware of their intrinsic needs and motives, and thus self-actualization is crucial. It is important for tourists to not only consider themselves as users of holidays, but also need to know themselves, understand their motives as well as the cultures of other people or tourism destinations. In order to develop sustainable business practices within the tourism industry, the management of Mount Huangshan tourism attraction should ensure a consistent and professional understanding of their consumers of tourists. It is important to note that clear understanding of their tourists guides businesses in conducting their marketing and research, development tasks and operations (Goeldner & Ritchie 1995). Figure1: Figure 2: Sourced: Walker, J. 2010, “Motivation for Leisure Tourism” It’s Tourism: Concepts and Practices [Slide 13], Pearson Education Inc. Reference List Bowen, D & Clarke, J., 2009, Contemporary Tourist Behaviour. Wallingford: CABI. Cook, R., 1999, Tourism: The Business of Travel, Prentice Hall, New Jersey. Goeldner, M & Richie, B., 1995, Tourism Principals, Practices and Philosophies (7th edition), Wiley London. Kim, S., & Lee, C., 2002, ‘Push and pull relationships’, Annals of Tourism Research, 29(1), 157-260. Mount Huangshan, 2014, “Huangshan in Brief”, retrieved March 8, 2014 from, Reisinger, Y., 2009, International tourism cultures and behaviour, Elsevier, Oxford, UK. Walker, J.R. & Walker, J.T., 2011, Tourism: Concepts and Practices, Prentice Hall, New York. Weissinger, E & Bandalos, D.L., 1995, ‘Development, Reliability and Validity of a scale to measure Intrinsic Motivation in Leisure’, Journey of Leisure Research, 27(4), 379-400. Read More