LEARNING UNIT 1INTRO TO TOURIST BEHAVIOR

TOU 2264Tourist Psychology

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 timePersuade customer to buy/chooseAn 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 people’s 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. Ignorance of customer characteristicsb. Lack of informationc. Inflexible technologyd. 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:a. Business Tourismb. Hedonistic Tourismc. Educational Tourismd. Religious Tourisme. VFR

f. Health Tourismg. Social Tourismh. Cultural Tourismi. Scenic Tourismj. Activity Tourismk. Special Interest

Tourism

a. Business Tourism Tourist trip that is on business

occupational commitmentMore on work , rather than leisureInvolves 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 TourismTourist travelling for educationAct as important segment of tourism

business

d. Religious Tourism•People travelling as a sense of duty , rather

than for pleasure and leisure

e. Social TourismOffered by government or voluntary sector

agencies such as NPO or trade unionHoliday taking is encompassed in the

realms of welfare policyOnly subsidized by employers, trade union

and the government

f. Cultural TourismLink to special interest of tourism in

experiencing different culturesEg: Visit heritage attraction, attendance

at traditional festivals, watching traditional sporting,

g. Scenic TourismView natural scenery and landscapes

h. Activity tourismBased 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 activities4. Product development of new tourism

products and facilitates5. Consumer persuasion6. 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 consumer’s 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.