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People have unconscious motives which affects their decision-making and associated behavior. The paper describes a study using thematic apperception test (TAT) to measure how unconscious motives influence travelers' interpretations and preferences toward alternative tours and hotels. Using the TAT, the present study explores the relationships between three unconscious needs: (1) achievement, (2) affiliation, and (3) power and preferences for four package tours (adventure, culture, business, and escape tours) and for seven hotel identities (quality, familiarity, location, price, friendliness, food and beverage, and cleanliness and aesthetics). The present study conducts canonical correlation analyses to examine the relationships between unconscious needs and preferences for package tours and hotel identities using data from 467 university students. The study scores 2,438 stories according to the TAT manual to identify unconscious needs. The findings indicate that (1) people with a high need for affiliation prefer an experience based on cultural values and hotels that are conveniently located, (2) individuals with a high need for power indicate a preference for high prices and good value for their money, and (3) people with a high need for achievement prefer a travel experience with adventure as a motivation. The study findings are consistent with previous research of McClelland (1990), Wilson (2002), and Woodside et al. (2008) in exploring impacts of the unconscious levels of human need.

Adolescents undoubtedly represent the future generation of adults who will be responsible for the preservation and management of heritage at local and national levels. It is essential to understand how to motivate and satisfy adolescents when visiting museums in their communities and beyond. A self-administered survey was conducted in 2016 with 360 adolescents who visited the Abgineh Museum of Tehran, Iran. Using descriptive statistics, Pearson’s correlation analysis and multiple linear regression analysis were used to interpret the findings, offering new insights into the subject. The study results suggest that travel and tourism companions influence adolescents’ motivations and satisfaction to visit museums.

Originally conceptualised as an innovative strategy for environmental conservation, ecotourism is now considered as one of the fastest growing segments of tourism. Although many definitions of ecotourism have been provided over the years, the application of the concept is still inconsistent, shifting its focus from purely nature-based towards more sustainable and conservative activities. Research on ecotourism reveals that ecotourism marketing initiatives are mainly driven by the supply-side or government/environmentalist organisations’ perspective, without taking into account the demand side, i.e., individuals’ motivations for ecotourism. This chapter will provide recognition of the different definitions of the ecotourism concept in order to distinguish it from other similar forms of tourism, e.g., nature-based tourism, and will review the research to build an understanding of the various motivations pushing individuals to choose ecotourism offerings. It will also function as the basis for the development of an appropriate protocol to investigate a sample of ecotourism providers and the congruency of their marketing initiatives with established consumer motivations.

Being entrepreneurial requires social, economic, and environmental sustainability. Stories are the way by which we turn our natural desires into behaviors in the world. Only by fully grasping existing stories can an organization add to those stories. Institutional entrepreneurship consists of stories that swarm like bees between hives of the human condition: food, folk-physics, money, classification, sexuality, art, family, affiliations, coercion, folk-psychology, and environment. Here I explore the first, food, creating both a framework and justification for the exploration of the other 10. I first lay out a theoretical framework for storytelling in the institutional entrepreneurial storytelling. This lays out the triad of storytelling: antenarrative creation, narrative distinction, and living story cohesion. Out of this triad of storytelling nine modes of observation emerge: criticality (emotions, ethics, and logic), action (acting, target, and ignored), and Being (ontology, epistemology, real). The triad of storytelling interacts with the nine modes of observation to create 27 adept tropes which act as the species of bees surrounding the hives. These 27 form the basic foundation out of which nine distinct motivations emerge: unity, self-satisfaction, distinction, social-standing, personal-accomplishment, escape, peacefulness, anticipation, and self-reflection. Finally, this chapter concludes with the 15 narrative beats needed to birth a new narrative into a particular hive. By understanding the hives in terms of their distinct motivations, adept tropes, modes of observation, and storytelling, and then applying that knowledge to develop the 15 narrative beats for the hives of food.

One of the growing segments in tourism industry in Bali is agritourism, a market segment, which has not been fully explored in terms of tourists’ point of view. Thus, knowledge about tourists’ motivation and satisfaction to choose this activity is still in its early stage. This chapter identifies the motivation and satisfaction of local tourists to visit civet coffee plantations. The research, based on a quantitative method, identifies five motivational factors which affect the satisfaction of tourists. The findings improve our understanding of people who choose coffee plantations for their holidays and offer opportunities to maintain and enhance the current situation for this type of agritourism site.