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Table 1.
Needs and motives cited by title in the tourism literature according to Mill 
and Morrison 
Need 
Motive 
References in the tourist literature 
Psychological 
Relaxation 
Escape, resting, relaxing, longing for the sun, 
physical and mental relaxation from tensions 
Safety 
Security 
Health, recreation, be active and healthy for the 
future 
Belonging to 
Love 
family union, improvement of family relations, 
socializing, facilitation of social 
Respect 
Success 
Status 
To convince yourself in your our own success, to 
show your own importance to the others, 
prestige, social recognition, ego strengthening, 
profession and personal development, status and 
prestige 
Self-realization 
To be in 
accordance with 
our own nature 
Self-exploration and self-assessment, self-
discovery, the satisfaction of inner desires 
To know and to 
understand 
Knowledge 
Culture, education, longing for the unusual, 
interest in foreign countries 
Aesthetics 
Appreciation of 
beauty 
Environment, landscape 
Based on conducted research, 
Krippendorf 
(1986, p. 9) warns that the 
surveying of tourists often remains on the surface and does not touch the 
subconscious in a man. We get stereotyped answers which repeat commercial 
messages, so, the mentioned reasons are - vacation, recreation, sun, fun, health. 
According to Krippendorf basic motives for traveling are: 
Rest and recovering of physical and mental strength; 
Compensation 
Escape: travel can be an escape from reality, the massive escape from 
everyday life in the imaginary empire of freedom, but also a self-escape; 
Communications; 
Expanding horizons; 

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A N I M A T O R I N T O U R I S M
Ivanovski
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Mitić
Freedom and self-assertion; 
Self-discovery and self-perception 
Happiness. 
Many authors used Maslow's Theory of Needs as the starting point for an 
explanation of tourist motives and needs. Mill and Morrison (1985) carried out 
an inventory of usages of this theory in the tourism literature. (Table 1) ibid 10. 
A prominent Austrian researcher of tourism, 
Bernecker
(1962), made a 
comparative review of tourist motives and certain types of selective tourism. 
(Table 2) ibid.11.