CONSUMER BUYING DECISION PROCESS FOR SOUTH AFRICAN TOURISM

As a destination, South Africa is multi-faceted we are never just one thing at any one time. From our people, to our landscapes to our abundant wildlife we have so much to inspire and enthrall. Let us take you on an enlightening journey across our country far and wide

Motivators

The intellectual component The social component The competence-mastery component

The stimulus-avoidance component

the individual tourist

gregarious or a loner? adventurous or cautious? confident or timid?

different market segments

young people want to party, relax, drink heavily, have sex, dance and make lots of new friends elderly people have a preference for sedate activities like bowls and bingo, and to be almost obsessed by nostalgia parents are preoccupied with the need to keep their children happy.

Circumstances
Health Disposable income available Leisure time Work commitments Family commitments Car ownership

Knowledge of:
Destinations The availability of different tourism products Price differences between competitors organization

Individual Tourist

Attitude and perceptions Perceptions of destinations and tourism organizations Political views Preferences of particular countries and cultures Fear of certain modes of travel How far in advance they like to plan and book a trip Ideas on what constitutes value for money Their attitudes to standards of behavior as a tourist

Experience of Types of holidays different destinations the products offered by different tourism organizations Taking a trip with particular individuals or groups Attempting to find discounted prices

External stimuli

Political factors: government legislation and policy immigration restrictions and visa requirements civil disorder and terrorism the nature of the political system taxation policy, e.g. airport taxes tourist taxes.

The media: travel media, e.g. holiday features on television, in newspapers, and guidebooks non-travel media, e.g. news programmes and wildlife programmes on television
Tourism organization marketing: foreign destinations advertising campaigns tour operators brochures travel agents special promotions.

The Purchase-Decision Process

When consumer finds out a difference between the actual state and a desired state, a problem is recognized Stage one : Customer wants to travel to any of the tourist places for a particular period of time . Facts : It is an investment with no tangible rate of return, and the purchase is often prepared and planned through savings made over a considerable period of time. the vacation tourist will invest with no expectation of material and economic return on his or her purchase of an intangible satisfaction.

Information search ones memory to recall 1. Scanning

Internal search Two steps of information search previous experiences with products or brands. 2. When past experience or knowledge is insufficient 3 The risk of making a wrong purchase decision is high 4 The cost of gathering information is low. 1Personal sources, such as friends and family. 2Public sources, including various product-rating organizations such as Consumer Reports. 3Marketer-dominated sources, such as advertising, company websites, and salespeople

External search