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Maslow hierarchy Questions:

The 5 level of needs in Maslow’s Hierarchy that are relevant to the services offered by travel agencies are:
1. Physiological Needs – This level of need is the most essential. For example, basic human physiologic needs for water, food, shelter, clothes, warmth and sleep, among others.
For travel - Most tour packages (5 nights to 7 nights) offer full board or a least half-board where meals & accommodation are included provided. Beyond basic food and shelter for rest, travellers can opt for higher quality accommodation and fine dining.
2. Safety Needs – This level of need refers to safety and security relating to human well-being. For example, safe from any bodily harm or financial harm like scams.
For travel - Parents travelling with children for the ski tours, are likely to choose family type tour packages with safety considerations such as ski lessons specifically for children prevent (measures to keep them safe from accidents). Likewise, seniors who sign up for wellness tour are meeting need for health giving benefits. Learning from recent pandemic, travel agencies must stay alert for the need to take precautionary measures against health risk.
3. Social Needs (Love and Belongingness needs) - Friendship, closeness, trust, and acceptance, as well as receiving and giving affection and love, are examples of belongingness needs.

4. Esteem/Ego Needs -The desire for admiration and respect is at this fourth level of Maslow's hierarchy of needs. The human need for recognition from others particularly the prestige associated with achievements and successes in life. For example, travellers who participate in overseas sport competitions seek to prove their self-worth competing in foreign soil. Recognition in the form of trophies remind them and others of their achievements.

5. Self-Actualisation Need - This is the highest level of need in Maslow’s hierarchy where the consumer seeks to attain the fullest of his/her potential such as fulfilling a dream of becoming a millionaire or a reverend monk - self-fulfillment. In the case, perhaps there are some avid sports travellers who compete internationally against the best. They are self-actualised to attain the standard of being the best in the world. Travel agencies take care of all the logistics so they can just concentrate on competing to be the best.

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Businesses have responded by creating video clips on social media platforms such as TikTok and showcase IG pics of unique holiday destinations such as those from celebrity-led tours. They also use younger set of bloggers and influencers that feature itinerary for immersive experience.

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Technological Force

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iii) "Travel decisions can be influenced by what travellers consume on their social media feed, with them seeking out photogenic destinations and experiences to capture and share online."

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Since the cost of airtravel has increased, those who can afford are opting for longer trips to optimize the airfare. As a result, agencies have responded accordingly with longer stay packages that feature itinerary for immersive experience.

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Just write NEGATIVE

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Economic Force

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(ii) The overall cost of travel has risen by 15 per cent to 20 per cent due to higher airfares, hotel rates and other on-the-ground costs.

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With demand for immersive travel experience, tour agencies respond by offering holiday itinerary where the tour packages are not only sightseeing by land but now include cruise and train rides. They also respond to with free and easy itinerary, where they help with planning customised travel plan.

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(i) The growing traction of "slow travel" -- "longer-duration holidays, focusing on immersive exploration" -- with offerings such as an 18-day cruise.

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Socio-Cultural Force

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State the IMPACT on the Business/Industry

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Describe how the businesses respond to this environmental force

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For the evidence in column 1,

Identify the environmental force for each row.

The identified force is one of the five: P E S T C.

HINT: in the test, there is no repeating of one force.

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Evidence drawn from the case study