Tourism Industry and Marketing Communications

Vocabulary flashcards covering tourism industry characteristics, target marketing, consumer behavior models, service quality, and communication frameworks.

Characteristics of the Tourism Industry

The unique traits of the tourism sector including: Intangible, Substitutional, Seasonal, Perishable, Variable, and Inseparable.

Three Steps to Target Marketing

1. Market Segmentation, 2. Market Targeting, and 3. Market Positioning.

MICE Market

A specific market type in the hospitality and tourism industry alongside the Family, Senior, and Youth Markets; stands for Meetings, Incentives, Conferences, and Exhibitions.

Consumer Behaviour

In marketing, the actions and decisions that people make when they are purchasing or using products.

Impulse Purchase

A sudden and immediate purchase with no pre-shopping intentions either to buy the specific product category or to fulfill a specific buying task.

Factors Influencing Tourist Consumer Behaviour

External and internal influences including Reference Groups, Motivations, Culture, Consumer Life Style, Age & Gender, Lifecycle, and Social Class.

Self-Concept

Also called self-construction, self-identity, self-perspective, or self-structure; it is a collection of beliefs about oneself and what makes an individual unique.

Personality

An individual's unique set of characteristics, traits, and patterns of thought, emotion, and behavior that influence their interactions with the marketplace.

Consumer Decision Making Process

A 5-stage process consisting of Recognition of Need, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-Purchase Evaluation.

Benefits of Service Quality

Key advantages including Customer Retention, Avoidance of Price Competition, Retention of Good Employees, and Reduction of Cost.

Bubble travellers

Category in Stewart’s Model of Holiday taking characterized by low affluence and low travel experience, observing foreign culture from a bubble for confidence.

Idealized-experience seekers

Category in Stewart’s Model of Holiday taking with more affluence and overseas travel experience, providing them with more confidence.

Wide-horizon travellers

Travellers with more affluence, greater confidence, and more travel experience ready for individually oriented travel to wider destinations.

Total immersers

Travellers who seek to be exposed fully to another culture’s language, food, heritage, and lifestyle rather than just observing.

Communication

The act of transferring or transmitting information from one place or person to another.

Nonverbal Communication

Conveying information without using words through facial expressions, gestures, paralinguistics, body language, proxemics, eye gaze, haptics, appearance, and artifacts.

Paralinguistics

A type of nonverbal communication referring to how something is said rather than what is said, including tone of voice, pitch, volume, and intonation.

Proxemics

Also known as personal space; the study of how closeness or distance between people indicates comfort, relationship, or respect.

Haptics

Communication through touch, such as a light handshake to show warmth and professionalism in hospitality.

Artifacts

Objects or visual items like clothes, accessories, hairstyles, or brand logos that communicate messages without words.

Linear Model

One-way communication methods where a message is sent from one person to another without getting a response.

Lasswell's Communication Model (1948)

A basic SMCRE model describing communication as: Who (Communicator), Says What (Message), In Which Channel (Medium), To Whom (Receiver), With What Effect (Effect).

Interactive Model

Two-way communication methods with feedback where individuals switch between being an encoder and decoder, but not at the same time.

Osgood and Schramm's Model (1954)

An interactive model emphasizing that individuals are constantly switching between roles of encoder, interpreter, and decoder.

Transactional Model

Two-way communication happening at the same time where the message becomes more complex as the discussion progresses.

Barlund's Transactional Model

A model exploring immediate-feedback communication where both sender and receiver are simultaneously responsible for the conversation outcome.