rls263 4. tourist consumers

determinants

external factors

motivations

personal / internal factors

_____ and ____ influence tourism market demand

determinants, motivations

motivation, needs, and expectations

• Moutinho (1987): a state of need, a condition that exerts a push on the individual towards certain types of action that are seen as likely to bring satisfaction.

• part of the consumption process, stimulated by economic, social, psychological, cultural, political, industry- related, and broader environmental influences

• triggers action (i.e., decision to engage in a trip, toplan it, and then travel)

expectations

• When a tourist has decided on a trip option, they believe that type of trip will satisfy their need. This establishes _____ that the trip will fulfill this need. They must be met, or the trip will be a failure, leading to tourist dissatisfaction

tourist as a consumer

an individual who, through a process of decision-making, obtains goods and services for personal consumption. Such a process involves a “purchase” , but in tourism, the importance of experiencing a destination environment must also be recognized, where tourism becomes a consumer of place or culture, as well as a purchaser of tourism products

experience

• not a purchasable activity.

• the activity is covered based on decision making and psychological demand which creates _______.

push and pull factors that motivate tourism

• push: people travel because they are “pushed” into making travel decisions by internal, psychological forces

  • intangible desires for travel are generated from within

  • “i want to go because i FEEL i need…”

• pull: people travel because they are “pulled” into travel by external forces of the destinations attributes

  • “I want to go because the LOCATION has…”

are push and pull factors connected?

yes! many if not most people feel that travel destinations have things that are exciting to them/satisfy their needs, meaning that physical attributes pull them towards a location AND they feel they always wanted to go out / to that place. They are not separate factors, but rather work together to leads someone to travel.

the tourism consumer decision making process

1. energizers of demand

2. effecters of demand

3. roles and decision making

4. filters of demand

energizers of demand

apart of the tourism consumer decision making process. factors that initiate the decision to travel

• e.g., the need for a break, year end bonus, time off, etc.

effectors of demand

apart of the tourism consumer decision making process. ideas of images associated with a destination, product, or organization that inspire the tourist to take a trip.

• one of the most influential factors in the consumers’ choice of destination is the destination image (the perceived and promoted elements of a destination). e.g., ads, video clips, photos, stories from others

roles and decision making

apart of the tourism consumer decision making process. Roles assumed by an individual in the group decision-making process will affect the type of trip chosen and the destination

filters of demand

apart of the tourism consumer decision making process. Demographic and socio-economic constraints and opportunities. The energizers / factors that “Push” us to go on holiday are filtered through these factors.

• E.g.,number of holiday days available from work; income. Am i really able to travel? may decrease or increase our travel time

maslow’s hierarchy pyramid of needs

(from top to bottom)

1. self actualization - time to relax, be creative, do whatever we want!

2. esteem - we want to be someone and be respected by us and others

3. love and belonging - to feel loved and like you belong

4. safety - earn money, build resources to protect us

5. physiological needs - sleep, food, water, shelter, breathing

market segmentation

• a process that identify types of customers and classify them into groups or market segments.

• the process of breaking the community into meaningful client groups

• a marketing analysis technique that allows destination management and marketing organizations and businesses to group customers into “segments” based on given criteria such as demographics, geography, or even psychological factors (attitudes, beliefs, and values).

• This approach allows tourism businesses to identify and understand those segments that are most likely to buy their products, to then better align their marketing and product development efforts accordingly

  • dividing types of tourists into groups in order to understand what each demographic wants + how each demographic can be helped/leisure can be planned out so that they’re the most satisfied

my demand is…

connected to my motivation, which is related to my need, which is related to my destination + the purpose of my travel to be called a consumer, and is all connected to the market segmentation

common variables we consider for market segmentation

• purpose of travel

• Needs, motivations

• Socio-demographic factor: e.g., age, gender, family lifecycle, personality, → ex. older people travelled to iran for history, but younger travelled for adventure and fun

• Behaviourist factor: Segment tourists based on how consumers use a product or service, their purchasing decisions, and their attitudes toward a brand or product.

• Geographic

• Nationality and national identity

the four tourist typologies are..

• a spectrum rather than significant groups. some people may fall in between multiple types

• an important factor that helps us understand and plan/organize and set market segmentations

the four tourist typologies

1. DRIFTER

• does not consider themself a tourist

• have a desire to discover the undiscovered and visit developing destinations

• will immerse themselves in culture as much as possible; relies on local food and travel and least on tourism infrastructure

• travelling for education and self exploration, or to do something different

2. EXPLORER

• travels for education, religious enlightenment, mental or physical wellbeing, or other specific types of experiences at the destination

• will interact with not just the staff but also the locals

• arrange for their own travel and rely on tourism and local infrastructure

3. INDIVIDUAL MASS TOURIST

• their motivation is relaxation, recreation, or diversion

• rely primarily on tourism infrastructure for transportation and desire things that are familiar and comfortable

• interested in activities and experiences that are not available in their home area

• with caution and safe manner they will seek opportunity to explore the destination

4. ORGANIZED MASS TOURIST

• intention of travel is diversion and escape from the boredom or repeitiion from daily life

• emphasizes rest and relaxation

• enjoys good food, entertainment and accomodations familiar to them

• less interested in unique experiences offered at destinations

• highly dependent on the tourism infrastructure and services

• leans towards booking all inclusive vacation packages involving less planning

Plog’s (1984) tourist types

• allocentric

• mid-centric

• psychocentric

allocentric

tourists who enjoy travelling independently, love adventure and exploration

mid centric

the majority of these tourists go to known destinations, but not for adventure and exploration

psychocentric

people who go to places similar to their home environment.