Plog’s Tourist Motivation Model

By Anna Jordan

Plog’s tourist motivation model (1974) is a popular framework widely referred to in tourism studies. According to the model tourists can be divided into two broad categories: allocentrics and psychocentrics. Allocentrics usually choose exotic destinations and unstructured tours and vacations they prefer to get involved with local culture to a great extent. Psychocentrics, on the other hand, choose familiar destinations and they usually engage in tourism via packaged tours in a conventional manner (Plog, 1974).

The terms of allocentrics and polycentric were later replaced by Plog (1974) to the terms of venturer and dependable respectively, in order to make them more ‘reader-friendly’ (Hudson, 2008).

Plog’s Tourist Motivation Model

Plog’s (1974) Psychographic Personality Types

Source: Hudson (2008), adapted from Plog (1974) and Plog (2002)

As it is evident from figure above, according to Plog’s tourist motivation model the majority of tourists can be classified as mid-centric, i.e. they do not belong to neither psychocentric or allocentric categories. Plog’s (1974) Psychographic Personality Types has been criticised for being difficult to be applied because individuals may travel motivated by different factors in different occasions (Hudson, 2008). In other words, an individual may choose an exotic destination for tourism and get closely involved with local culture, yet it may not be appropriate to brand the individual as allocentric because the same person may purchase a conventional tourism package the following year.


Hudson, S. (2008) “Tourism and Hospitality Marketing: A Global Perspective” SAGE Publications

Plog, S.C. (1974) “Why Destination areas rise and fall in popularity” Cornell Hotel and Restaurant Quarterly, Vol.14, Issue:4

Plog, S.C. (2002) “The power of psychographics and the concept of venturesomeness” Journal of Travel Research, Vol.40


Category: Consumer Behaviour