Psychology and its Application in Tourism

The aim of this paper is to describe the importance of application of psychological and sociologic know-how in tourism practice. Primarily, it is the understanding of clientś motivation to visit particular destination, use available services, clientś needs and satisfaction. The paper describes relations between individual levels of human needs (using Maslow's hierarchy of needs). At the end of the paper the author notes that despite of the all benefits of psychology to tourism, in practice it is used primarily by large companies, or by regional institutions. Entrepreneurs, who make majority of business subjects in tourism, prefer practical information and instructions.