Transcript TourismBehavior_Spring 2006 (1)

The Analysis of Tourism
Demand: Tourist / Buyer
Behavior
Why is This Important?
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Understanding demand and factors that influence
this is crucial for successfully implementing
marketing plans and strategies
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Understanding consumer behavior is essential for
segmentation strategies, tailoring services, prices,
promotions, distribution channels to fit
customers’ needs
Part I. Macro-Analysis
(Economic Approach)
Macro analysis is concerned with examining
collective tourism movements in terms of
number of visitors, trips and revenue
generated from them.
 Deals with data such as arrivals per country,
attraction admission numbers, flight loadings,
hotel occupancy rates, visitor spending and so
on.
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Macro demand data underlies all marketing planning.
Main determinants of tourism demand
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Economic (e.g., prices, CPI)
Demographic (e.g., disposable income levels)
Geographic
Comparative prices
Government/regulatory
Media communications
Socio-cultural (the tastes, habits and preferences
of potential buyers)
Note: these factors are external to any individual business and beyond
direct control. Marketers (you) need to continuously monitor social
and economic environments
Part II-MICRO-ANALYSIS
(Consumer Behavior)* Marketing approach
...Is concerned with the social and psychological factors
that lie behind group and individual tourist choices.
We ask questions such as:
 What makes people engage in tourism-what are their
motivations?
 How do people make their tourism choices and what
influences them?
 What affects their perceptions and images of
destinations, attractions and other tourism choices?
*Job of the marketer
What does all this mean?
Micro-analysis is concerned with individual
influences (internal) and external influences
(social) (why and how questions?)
Macro-analysis is concerned with who,
where, how much and how many?
A Stimulus Response Model of Tourist/Consumer Behavior
Marketing
Stimuli
Buyer’s Black Box
Other Stimuli
Communication
filters
Learning
•Tourism products
•Place/distribution
•Price
•Promotion
Cultural and
Social
(reference groups
Perceptions
Motivation
Demographic
economic social
position
Psychographic
characteristics
Need
wants
goals
Experience
Attitudes
Post
consumption
feelings
Response
Product or
destination
choice
(Brand Choice)
A) Internal (individual) Influences
Perception
Motivation
Needs and
Motives
Attitudes
Personality
Perception
• What is Perception? Perception is
reality
 is the process by which people
select, organize, and interpret stimuli.
According to recent research findings:
Customers are more likely to:
• Notice and retain information related to a need of
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which they are aware
Buy services that match their perceived images of
themselves
Notice and retain things that stand out from the norm
See things that they anticipate seeing
Notice information from tourism organizations and
destinations with which they have had successful
previous experiences
Attach greater credibility to interpersonal rather than
commercially generated information
Perceptions of Tourist Roles
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expectations to being waited or indulged
not having to speak the language
expectations of new social encounters with both
hosts / providers of tourism and other travelers
expectations of distinctive or increased levels of
drinking and eating out
expectations of abnormal levels of sun
expectations of daily novelty (the “what-shallwe-do-today” syndrome)
Motivation
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What are Motives?
• Inner state that directs a person
toward the goal of satisfying a need.
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Maslow’s Hierarchy of Needs
Motivation
Stimulated Needs
Aroused tensions
Goal-directed
Behavior
“lack of something
necessary to the
well-being of
an individual
(BELONGING)
“uncontrollable
feeling activated
by internal and/or
external stimulus
(SEARCH FOR
LOVE)
“action taken by an
individual to reduce
aroused tensions and
satisfy stimulated
needs”
(TRAVEL TO
CLUB MED)
Self
Actualization
Self-fulfillment: doing what is
best fitted for you (TOURISM)
Self-respect, prestige, status
Ego-needs
Belonging/Social
Safety
Physiological
Needs
(TOURISM)
Affection, belonging to a
group, being accepted
(TOURISM)
Savings, good wages,
stability, personal
security, insurance
Food, drink, love
Shelter
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
Self
Actualization
Ego-needs
Belonging/Social
Safety
Physiological
Needs
“Our Courses are limited to 12 students,
but our classrooms are quite large.”
(Outward Bound)
The Province of Beverly Hills
Where Love Comes to Stay (Sandals)
There’s one Travelers Cheque for
couples who have tied the knot, just not
around each other (American Express)
“These Waters separate our islands from
the coast. And you from your cares.” (North
Carolina)
Attitudes
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What are Attitudes?
–
a learned pre-disposition to respond
favorably or unfavorably to stimuli, based
on relatively enduring evaluations of
people, objects, and issues.
Attitude
Affective
component
“what I feel”
Cognitive
component
“What I believe”
Behavior
component
“How I respond
Personality
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Personality Traits (outgoing, selfconfident, quite, sociable, defensive etc.).
– Http://www.2h.com/Tests/personality.html
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Self-concept
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Real Self
• Self-Image
• Ideal Self
• Looking-Glass Self
(take this test)
VALS
Actualizers
Principle
O
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t
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n
Fulfilleds
Believers
Status
Action
Achievers Experiencers
Strivers
Strugglers
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High Resources
Makers
Low Resources
Self-concept
Who are we?
– Self concept has 4 parts
how you see
yourself
Looking
glass self
Self-image
Ideal Self
How you think
others see you
Real-self
the way you
actually are
How you
would like
to be
B) External Influences
 Personal
Influences (Income,
Family, Lifestyles)
 Social Influences
Social Influences
 Define
Social Influences
 Culture and subculture
 Social Class
 Reference Groups
Social Influences
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All Interactions with and influences resulting
from both formal and informal group
memberships other than the family are included.
Cultural Influences
Definition of culture
sum total of learned beliefs, values, and customs that
serve to direct the consumer behavior of members of a
particular society
Take-Home Exercise
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http://future.sri.com/VALS/vals2desc.shtml
Complete the survey
Submit survey and wait for response
Your primary VALS type is Innovator, and your
secondary type is Actualizer.
Print this page.
Click on primary type
Read material and then print page
Back to survey response
Click on secondary type - read material and print
page.