© Benoit Duguay, 2010

Expectations in Tourism Benoit Duguay

April 30 2010

© Benoit Duguay, 2010

Why does the tourist choose an activity or destination?

© Benoit Duguay, 2010

Maslow’s Needs Concept

Physiological

Security

Belongingness and love

Self-Esteem

Self-actualization

Knowledge

Beauty

Tiré et adapté de: Maslow, Abraham H.,1954 , Motivation and Personality, Harper and Row, New York, p. 80-107

Needs according to Marketing

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Every desire, decision or action is motivated by expects

Functional

Aesthetic

Societal

Relational Financial

Sensory

Aspirational

SymbolicInformational

Temporal

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Requirements regarding the utilitarian aspects:

Functional Expects

HealthRestActivities offeredFeatures included in the

service

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Prestige of the destination Life-Style Wealth

Symbolic Expects

Requirements regarding the expression of a connotation or an image:

Hyperlink

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Requirements regarding deeply rooted aspirations:

FantasiesSelf-Image IdealizationSelf-actualizationCompensation for a

weak Self-Esteem Examples :

Pilgrimage to Saint-Jacques de Compostelle

Spiritual Tourism in Tibet

Aspirational Expects

Hyperlink

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Sensory Expects

Pleasure of consumptionPleasure of the senses

(tactile, visual, olfactory, auditory, gustatory)

SensualityPleasant souvenirs

Hyperlink

Requirements regarding pleasure:

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Financial Expects

Lowest pricePrice VS servicePrice VS qualityPrice VS image

Hyperlink

Requirements regarding price:

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Relational Expects

Very personalized service « Self-service » After-sales follow-up User clubs, motorcycle for

example

Requirements regarding the nature of the relationship with the merchant or other users:

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Societal Expects

Preservation of resourcesReduction of pollutionFair TourismEcotourismSustainable Tourism

Development

Requirements regarding respect for the environment and populations:

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Aesthetic Expects

Requirements regarding appearance:

Visual aesthetics, such as the beauty of landscapes

Function of cultural norms and personal preferences

Preserving the natural charm of some tourist (e.g.: silting of Mont St-Michel )

Hyperlink

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Informational Expects

Requirements for obtaining information:

Information must be friendly, objective, comprehensive

Being informed more quickly and at your whim

Impact on organizational communications

For example, information concerning services included in a package

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Temporal Expects

ImmediacyPlanning the purchasePayment scheduling

Time-related requirements:

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To learn more about Expects

Hyperlink Hyperlink Hyperlink

Blog «Talk about consumption» Hyperlink

Books shortly to be translated in English