Although investigations of tourism motivation are not new, it remains a neglected area ofstudy. It is hindered not only by a lack of agreement among academics upon an appropriatetheoretical approach to understand tourism motivation but more fundamentally by a lack ofagreement among psychologists upon a theoretical approach to understanding general motivation.According to Pearce (1993), a major criticism of needs analysis in tourism studies is that itprovides only a snapshot of motivation at a certain time and lacks a dynamic component to make theresults both more meaningful and applicable in a strategic sense. One theory which tries tocounteract this criticism is Pearces (1988) concept of the travel career, based upon the oftencited work of Maslows (1954) five-stage hierarchy of needs model, developed in thediscipline of humanistic psychology. According to Pearce, the advantages of the employment ofMaslows concept in tourism motivation studies is that it both permits a multivariate analysis of needsand allows the incorporation of a dynamic element demonstrating how tourists can change theirmotivations over time. Motivational levels are likely to reflect both past experiences and availableopportunities for travel. Like Maslow, Pearce suggests that for any one individual, the level of needsin each category can be incompletely satisfied and still allow a progression to the next level of thehierarchy. In other words, as is suggested with the term multivariate, individuals maybe satisfyingvarious needs to different degrees.

However, the concept seems to have had little empirical testing. This research note is basedupon the motivation of skiers. The research was conducted at the Cairngorm ski area in the ScottishHighlands of the United Kingdom. To aid the success of the downhill ski industry it is important tounderstand the intrinsic needs of the skiers to help ensure visitor satisfaction. The study was basedupon self-report interviews with 490 skiers during the winter of 1996–97. Contained in thequestionnaire was a range of 27 intrinsic needs, their inclusion being based on academic studies ofreasons for participation in recreational activities and the results of an interim survey of 338interviews with skiers during the 1995–96 season. Due to space limitations, it is not possible to listhere all the 27 needs. Skiers were asked to indicate the level of importance of each need as a reasonfor their participation on a Likert scale, ranging from 1–5 (very unimportant to very important).

Mills et al (1981) proposed a tagging technique of skiers to ensure a random sampleis secured. Owing to the human resource limitations of this study, the technique proved impossibleto actually implement. Taking into account that sampling should not interfere with the recreationalprocess, it was conducted on a random basis mainly in the restaurant areas on the mountainside, overa four-week period in the months of March and April 1997. Based upon the presumption that acareer in this sport can be judged partly upon the skills level of the skier (this reflecting pastexperiences and time invested in the sport) the skiers were separated by the use of a priorisegmentation. Using six independent judges (postgraduate tourism students) familiar with Maslowswork, the needs were sorted into categories based upon Pearces concept. As shown in Fig. 1, the distribution of skiers attaching importance to each needs category is shown. For all four groupsit is quite clear that the highest levels of importance are attached to needs for thrills. There is littlevariation in the importance attached to the need for relaxation among the groups. The most highlyrated need in this category was to have a change from my daily routine.

Relationships were most important to the snowboarders. The importance attached to needsin this category reflected group structures. For example snowboarders placed most importance onthe needs to have a good time with friends and make new friends, while beginners placed mostemphasis on spending time with loved ones and the family. Self-esteem and development areimportant to the snowboarders and least important to the beginners. To challenge ones abilities anddeveloping ones skiing abilities come out highest in overall importance to all groups. Social esteemmeasured by the level of importance attached to impress friends by going skiing and impressingothers with the level of my skiing rates relatively low in the hierarchy of importance. Levels offulfilment show relatively little variance among the groups with the highest level of importanceacross the groups being attached to feeling close to nature. The levels of satisfaction of skiers werealso measured as shown in Table 1. It would seem reasonable to make an association between the level of satisfaction and the degreeto which the skiers needs are perceived as being met. The higher the skills level of the skier thelower the level of satisfaction met (assuming snowboarders to be a higher level of skier).