TOU 2264 Tourist Psychology

LEARNING UNIT 1 INTRO TO TOURIST BEHAVIOR

Reference: John Swarbrooke and Susan Horner, Consumer Behavior in Tourism, Second Edition,2007, Elesevier

Learning Outcomes
Understand the definitions of key terms in tourism

and tourist behavior Explores the importance of consumer behavior in tourism Review the history of consumer behavior Identify the different types of tourism/categories of tourism

What is Tourist behavior about?

Consumer Behavior in Tourism takes a broad view of tourism and looks at consumer behavior in a number of sectors including:* tour operation * tourist destinations * hospitality * visitor attractions * retail travel * transport

Introduction to Consumer Behavior

Consumer behavior (CB)-key in underpinning all

marketing activity Which is to be carried out to develop, promote and sell tourism products Understand how consumers make their purchase decision Target particular product on particular time Persuade customer to buy/choose An understanding of CB is crucial for effective marketing activity

Introduction to Consumer Behavior

Consumer are influenced in decision making

processes by INTERNAL and EXTERNAL motivators and determinants But, it is difficult to define how these motivators or determinants affect consumer in decision making

Definition of Terms
1. Tourism -A short term movement of people to places some distance from their normal places of residence to indulge in pleasurable activities. It includes business purposes. -Tourism is described as an activity that is served by number of industries such as hospitality and transport

Definition of Terms
2. Hospitality sector -Tourism incorporates hospitality sector -Hospitality: looking after guests well -Increasing used to replace traditional term such as hotel and catering -Includes all organization providing guests with food, drink and leisure facilities

Definition of Terms
3. Leisure -Tourism incorporates leisure -Leisure: free time to do what you want -Leisure industry: companies provide G&S used during peoples leisure time -eg: holidays, cinema, visitor attraction

Definition of Terms
4. Consumer Behavior -Def: Study why people buy the product they do, and how they make their decision -2nd def: those activities directly involved in obtaining, consuming, and disposing of P&S -3rd def: a study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires 5. Consumer behavior process -The process of consumer choosing to use or buy a product or service

Definition of Terms
6. Marketing -def: a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others -emphasis on producing P&S that meet consumer wants and needs -Barrier to marketing:
a. b. c. d.

Ignorance of customer characteristics Lack of information Inflexible technology Competitive threats

The Tourism Market

Consider this statement: The tourism market is very diverse and incorporates a range of market segments which has own demand charateristics

Tourism Segment/Categories of Tourism

Different types of tourism segments: f. Health Tourism a. Business Tourism g. Social Tourism b. Hedonistic Tourism h. Cultural Tourism c. Educational Tourism i. Scenic Tourism d. Religious Tourism j. Activity Tourism k. Special Interest Tourism e. VFR

a. Business Tourism
Tourist trip that is on business occupational

commitment More on work , rather than leisure Involves individual business trip, meetings, training, conferences, visiting, incentive travel, exhibitions.

b. Hedonistic Tourism
Tourist that seeks pleasurable activities Experience is based on physical pleasure and social life

c. Educational Tourism
Tourist travelling for education Act as important segment of tourism business

d. Religious Tourism
People travelling as a sense of duty , rather than for pleasure and leisure

e. Social Tourism
Offered by government or voluntary sector

agencies such as NPO or trade union Holiday taking is encompassed in the realms of welfare policy Only subsidized by employers, trade union and the government

f. Cultural Tourism
Link to special interest of tourism in

experiencing different cultures Eg: Visit heritage attraction, attendance at traditional festivals, watching traditional sporting,

g. Scenic Tourism
View natural scenery and landscapes

h. Activity tourism
Based on desire for new experiences (sophisticated

tourst) Includes walking, cycling, riding, golf, tennis, diving, wind surfing

Importance in Study Consumer Behavior

1. Create an effective marketing strategy and activity 2. Marketing is concern on buyer and seller. 3. Marketing relies on consumer as a central focus of activities 4. Product development of new tourism products and facilitates 5. Consumer persuasion 6. Consumer sovereignty

Importance in Study Consumer Behavior

7. Allow marketing manager to know the types of benefits that consumer looking for 8. Development of effective and efficient advertising campaigns 9. Allow marketing manager to know the changes occur from time and from season 10.Help in identifying well defined group of people and target them with well designed P&S 11. Helps in facilitating marketing planning process in tourism marketing

The reasons for the study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as: The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumers motivation and decision strategies differ between products, that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.