Transcript 04 Pull and Pus h Factors

Push and Pull
Factors for
Destinations
1
Key Terms
•
•
•
•
•
•
•
•
•
Push and Pull factors
Aspirational group
Attitude
Belief
Cognitive dissonance (perceptive inconsistency)
Culture
Family life cycle
Learning
Lifestyle
2
Key Terms
•
•
•
•
•
•
•
•
Membership groups
Motivations
Opinion leaders
Personality
Reference groups
Role
Self-concept
Social classes
3
“To be a bullfighter, you must first learn
to be a bull.”
-Anonymous
4
Push and Pull Factors
• Push and Pull factors are accepted as basic
tourist motivations in tourism marketing.
• These two factors together affect tourist
behaviors, decisions and they are important for
destination selection.
• Push factors are independent and they force an
individual to escape from usual place, while
pull factors dictates or imposes a specific
destination motivating potential visitors to the
place.
5
Push and Pull Factors
• An early paradigm for understanding tourist
motivation is the push-pull model.
• This is based on the distinction between factors which
encourage individuals to move away from their home
setting through tourism (push factors) and those
attributes of a different place which attract or 'pull'
them towards it.
• Push factors are evident at the individual or social
level, or as a combination of both while pull factors
refer to the qualities of the destination area
6
Push and Pull Factors
• Push factors have been considered as
motivational factors or needs that arise due to a
disequilibrium or tension in the motivational
system.
• That is, as factors that motivate or create a
desire to travel.
• Two basic motivational dimensions of leisure or
tourism behaviour are escaping and seeking,
which simultaneously influence people's leisure
behaviour.
7
Push Factors
• A tourist may want to make a trip to escape
from his/her personal or interpersonal
environment (e.g., ‘escape from routine
everyday life’) and to seek out psychological
rewards in the personal or interpersonal
dimensions (e.g., ‘adventure or friendship
building’).
• Thus, these motivational factors explain why
tourists make a trip and what type of
experience, destination or activity they want.
8
The common push factors found in most studies
were found as ;
• escape from everyday environment
• novelty
• social interaction
• relaxation
• excitement
• adventure
• enjoyment
• social interaction and
• prestige
9
Pull Factors
- Pull factors, in contrast to push factors,
have been conceptualised as relating to
the features, attractions, or attributes of
the destination itself, such as;
• ‘beaches’ and ‘water/marine-based
resources’,
• ‘mountains and beautiful scenery’,
• ‘historic and cultural resources’,
10
Pull Factors (cont’d)
•
•
•
•
•
social opportunities and attractions
natural and cultural amenities
accommodations and transportation
infrastructure, foods, and friendly people
physical amenities and recreation
activities and entertainment
were found as main pull factors in most
studies
11
Relationship between push and pull factors
• Push and pull factors have generally been
characterized as relating to two separate
decisions made at two separate points in time—
one focusing on whether to go(push), what to
see (pull) or what to do (relating to the specific
destinations).
• In particular, while the internal forces push
people to travel, the external forces of the
destination itself simultaneously pull them to
choose that particular destination.
12
Relationship between push and pull factors
• Potential tourists in deciding “where to go”
may also take into consideration various pull
factors which correspond adequately to their
motivational push.
• For analytical purposes, push factors precede
pull factors both logically and temporally,
since the decision whether or not to travel is
prior to a specific choice of destination. In
practice, however, such decision making may
be virtually simultaneous.
13
Relationship between push and pull factors
• It follows from the above that the most
effective forms of tourism promotion are
those which attempt to match the pull factors
of the destination with the push factors in the
client (matching supply and demand, including
target marketing).
• Thus the urge(desire) to satisfy curiosity in the
potential tourist, for instance, can be matched
with novel and exotic experiences in far away
places
14
Push and Pull Factors
In this lecture both motivations are examined
in detailed under two different headings;
1. Tourist behaviors and related individual
motivations
2. Tourism attractions that pull the visitors to
specific places and destinations.
There is an intense competitions among the
destinations to attract more tourist in tourism
markets using effective marketing tools
15
16
A Typology of Motivators in International Tourism
Push Factors
17
Push and Pull Factors
18
(Pushes)
19
20
21
Motivations
22
Maslow’s Hierarchy of Needs
Self
Actualization
Esteem Needs
(self-esteem)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
23
24
25
26
27
Psychological Factors (30.10.2013)
• Perception
– Selective Attention
• Consumers are constantly bombarded with
information and will screen out stimuli
– Selective Distortion (çarpıtma)
• Messages to do not always come across in the
same way the sender indented.
– Selective Retention (alıkoyma)
• People will forget much that they learn but will tend
to retain information that supports their attitudes
and beliefs
28
Types of Hospitality Customers
•
•
•
•
•
•
•
Business travelers
Pleasure travelers
Package market
Mature travelers
International travelers
Free independent travelers (FIT)
Members of private clubs
29
Business Travelers
•
A customer who purchases hospitality
products or services because of a need to
conduct business in a particular area
One of the most desirable market segments
for the hospitality marketer
The largest major segment and least price
sensitive
Business traveler needs
•
•
•
–
Convenience, reputation, price
30
31
Group Business Markets
•
•
•
•
•
Conventions
Association Meetings
Corporate Meetings
Incentive Travel
SMERFs – Social, Military, Educational,
Religious, and Fraternal organizations
32
The Organizational Markets
• Market Structure and Demand
–Organizational demand is derived
demand; it comes ultimately from
the demand for consumer goods or
services
33
The Organizational Markets
• Organizational buying decisions tend
to be more complex than consumer
decisions
• The organizational push factors tends
to be more formal than the consumer
process
34
Organizational Buying Process
Users
Influencers
Ethical
Unexpected
Situational
Factors
Roles Include
DecisionMaking Unit
of a Buying
Organization is
Called Its
Buying
Center.
Attitudes
of
Others
Deciders
Approvers
Gatekeepers
Buyers
35
Pleasure Travelers
•
•
•
•
•
•
•
Customer who purchases hospitality
products or services for leisure or other
non-business purposes
Business and pleasure travelers combine
both in one trip
More relaxed and casual
Eat and socialize
High growth potential market
Major part is family travelers
People traveling to visit friends
36
Package Market
•
•
•
•
Customers who purchase a
combination of services for an allinclusive price
Normally packages designed to boost
occupancy during low-demand periods
Not the same as discounting
Need to provide all aspects of the
promised package
37
Mature Travelers
•
•
•
•
•
•
Hospitality customer who is older than 55
Is increasing as people are living longer,
have resources and interest in travel
Like to visit new places and visit friends and
family
Not homogenous; age and physical
limitations play a role in needs
Some hotel chains aggressively pursue this
market
Restaurants cater to this segment
38
International Travelers
•
•
•
•
•
A person who travels and visits outside his or
her own country for business, personal or
pleasure purposes
Most tourism to/from Europe is from/to the
same destination – 48 % in total
950 million travel outside their home country
every year
Marketing to this group is expensive and
risky; usually done via an intermediary
Overall marketing goals are the same for this
group as for other groups
39
Free Independent Travelers
•
•
•
Traveler not affiliated with an
organized travel group and does not
fit into other defined market
segments
Includes wholesalers and retail
agents
Normally willing to pay higher rates
than the group customers
40
Members of Private Clubs
•
Includes
–
–
–
–
–
•
•
Country
City
Yacht
Tennis
Military
Rely on word-of-mouth
Look for customization of their experience
41
Discussion Questions
• Go to the internet site of a travel organisation.
Do they have a separate section for group or
organisational purchases? If so, how does the
information in this section differ from their
consumer site? If they do not have a separate
site, go to another organisation until you find
one that has a separate site for group or
organisational purchases.
42
End of Chapter
Slides..
43