Tourist Behavior

TM 109 Prelim
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TM 109 - Tourist Behaviour
Galani-Moutafi
(1999) and Nash (2001) warn would be analyst of tourist behavior to avoid the sin of homogenisation, or treating travellers as the same.
Tourists are not alike. In fact, they are staggeringly diverse in age, motivation, level of affluence and preferred activities.
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Understanding tourist behavior will help tourism planners to plan their step of proceedings.
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The Tourism Open System

Political Environmental Socio-cultural
Tourist Behavior
Regulatory Framework
Influences on demand
Demand Origin
Transit Route
Supply
Destination
Tourism Impacts
Tourism Intermediaries Technological

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Legal
Economic
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EMIC APPROACH One that takes the perspective of the participant/ person engaging in the behavior. Involves finding out from the participant how they see the world, how they look at the setting and the value of their experience
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ETIC APPROACH Contrast to an emic approach whereby an observer or an outsider, classifies or describes the tourist behavior according to pre-judged categories.
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Tourist behavior matters to:

Tourists
Particularly for: Personal Satisfaction and Growth
Public Sector Managers Business interests

Particularly for: Managing impacts generating community benefits Particularly for: Marketing, Sales Management & Profitability
Occasionally to the media for high profile incidents Tourism Analysts and Researchers
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Political Interest
1.
Anticipation or Pre-purchase Phase

Many tourist plan for their forthcoming travel.
2.
Travel to the site segment

Anticipatory element of tourist experience by the need to access the location.
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3.
On-site experience
The intangible experience and opportunity to view, absorb, feel, hear and sense the place visited The magic that some places hold, that feeling that embraces landscape and history and our personal associations, but somehowgoes beyond the sum of them. EnergySpiritcall it what you like. Its just words to describe a real experience we cant explain when we get that shiver ( Mc Carthy, 2000:370)
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4.
Return Travel Component

Deep personal reaction and sometimes socioenvironmental consequences of the tourist onsite experience
5.
The extended recall and recollection Stage

The reflection phase of the tourist experience
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Human Behavior Refers to the manner in which human beings act and conduct themselves; the way in which they work and play, react to the environment, perform their functions and responsibilities, and do things in their daily lives.
Cognition Affect
Feelings, emotions, attitudes
Knowing, thinking, stimulating, reason
Conation
Intentions, reasons, volition, will, personal motivation
HUMAN BEHAVIOUR Mind

(Human Personality
) Spirit
Beliefs
Biology genetics Bodily functioning
Body
Intuition Output behaviour Experiences Philosophy
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In summary, the five major components of human behaviour are:
1. Cognitive - Knowledge
2. Affective - Feelings
3. Conative - Personal Motivation 4. Spiritual - Inert Behaviour 5. Behavioural Overt Behaviour
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Supra - Environment
International trends, global changes
Macro - Environment
Local/national trends in economy, politics, culture, social Meso system Environment Social institutions, professional groups, industries Micro Environment
Family, local neighbourhood, community, institutions, peer group
s Individual
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1.
Human behaviour develops as a result of the:
2. 3. 4.
Interrelationships between the mind (cognition), affect (feelings), and conation (will) Influence of biological, genetic, and spiritual factors Influence of the environment in which human behaviour occurs; and Feedback from the environment as a result of individuals behaviour (Huitt, 2003)
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Extrinsic Motivation
I N D I V I D U A L
Physical
Cognitive Affective
Intrinsic Motivation
Mental
Conative
Spiritual
Categories and sources of Motivation
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Theories of Human Behaviour

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Cause-Motive-BehaviourGoal Hierarchy of Needs Existence-RelatednessGrowth Motivators and Hygiene Factor Expectancy Cognitive Dissonance Reinforcement Equity Learned Needs
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Human behavior has three important characteristics: 1. Behavior is caused behavior does not happen; it is caused by factors that an individual may not even be aware of. 2. Behavior is directed behavior has its aims; all individuals aim at achieving certain goals regardless of whether they are conscious of these goals or not. 3. Behavior is motivated motives determine an individuals actions and what individuals do; they provide the energy to achieve goals.
Cause, Reason, Stimulus
Motive, Need , Energy
Goal, Aim, Objective
Behaviour
Cause-Motive-Behaviour-Goal Model
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Two (2) Categories of MHN: Deficiency Needs

Lower needs must be satisfied before an
individual will move to the next higher level
Growth Needs
Cognitive, Aesthetics, Self Actualization,
Trancendence.
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According to Clayton Alderfer (1972), lower-level needs do not have to be completely satisfied before upper-level needs become motivations. Also, if an individual is unable to meet upperlevel needs the person will regress and lowerlevel needs become the major determinant of their motivations.
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Three (3) Level of Needs

1. 2. 3.
Existence :Physiological and Safety Needs Relatedness :Social & External Esteem Needs Growth :Self Actualization and Internal Esteem Needs
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Differences from MHN Unlike MHN, the ERG theory allows for different levels of needs to be pursued simultaneously. The ERG theory allows the order of the needs be different for different people. The ERG theory acknowledges that if a higher level need remains unfulfilled the person may regress to lower needs that appear easier to satisfy this is known as the frustration regression principle.
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Herzberg, Mausner, and Synderman (1962) 1. Motivator Factor
Element that gives positive satisfaction , arising from
intrinsic condition of the activity itself such as recognition, achievement or personal growth.
2.
Hygiene Factor
Elements that do not give positive satisfaction, though dissatisfaction results from their absence. These are extrinsic to the activity itself such as company policy.
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Combining the hygiene and motivation factors >H + >M : Ideal situation where tourists are highly motivated and have few complaints. >H + <M : Tourists have few complaints but are highly motivated. <H + >M : Tourists are motivated but have a lot of complaints <H + <M : Worst situation. Unmotivated tourists with lots of complaints
Victor H. Vroom (1964) defines motivation as a process governing choices among alternative forms of voluntary activities, a process controlled by the individual "This theory emphasizes the needs for analysts to relate rewards directly to performance and to ensure that the rewards provided are those rewards deserved and wanted by the recipients.
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The individual makes choices based on estimates of how well the expected results of a given behavior are going to match up with or eventually lead to the desired results. Motivation is a product of the individuals expectancy that a certain effort will lead to the intended performance, the instrumentality of this performance to achieving a certain result, and the desirability of this result for the individual, known valence.
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Three (3) Components:

1. 2.
Expectancy: Effort
Performance (E
P)
3.
Instrumentality: Performance (P O) Valence: V(R)
Outcome
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Leon Festinger created the theory of cognitive dissonance as a variation of consistency or congruence theory.
When two ideas, thoughts, or values we have are in
sync with one another we can say that they are consonant, or in harmony. When they conflict with each other they create a sense of anxiety called "dissonance".
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Cognitive dissonance is the term used to describe the state of anxiety produced by a person having two conflicting cognitions.
When we experience cognitive dissonance we are motivated to reduce the feeling of anxiety in some way. We do this by changing attitudes, beliefs, or actions to make them consistent with each other.
1.
2.
3.
Reduce the importance of the dissonant beliefs Add more consonant beliefs that outweigh the dissonant beliefs Change the dissonant beliefs so that they are no longer inconsistent
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NATURE OF TOURIST BEHAVIOR
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Demographic Variables (age, gender, marital status etc.) 2. Socio-cultural Variables (social class , education, family, groups, neighbours, cultural values) 3. Psychological Variables (learning, perception, personality, attitudes, self-concept, beliefs, motivation, interest, lifestyle) 4. Economic Variables (income, time, employment, price, taxes, interest rates, exchange rates) 5. Geographic Variables (place of origin, climate) 6. Political Variables (war, instability, terrorism)
1.
Age Race
Life-Cycle Stage
Religion
Gender
Education Nationality
Generation
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Classification
Juvenile
Infancy, Childhood, Preadolescence, Adolescence
Range 0-19 20-39 40-59 60+
Early Adulthood Middle Adulthood Late Adulthood
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Bachelor Stage/ Single Adult Newly Married Couples Full Nest I Full Nest II Full Nest III Empty Nest I Empty Nest II Solitary Survivor I Solitary Survivor II
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Generation Greatest Generation Baby Boomers Generation X
Sub-Generation G.I Generation Silent Generation Boom Generation Baby Busters
Time-Table
Notable Occurrences Experience WWII in Adulthood Experience WWII in Childhood Experience Vietnam/ Cold War
1901-1924 1925-1945 1965-1975
1946-1964 Space Exploration
MTV Generation/ Boomerang Gen

Generation Y Echo Boom
1975-1980
1978-1990
Rise of Mass Media/ End of Cold War

Rise of the information age, war on terror, rising gas and food prices Internet, dot coms, digital globalization
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Generation Z
New silent generation

1995-2012
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Segment Adult Centered Families Blended Families
General Characteristics Older parents w/ children Remarried w/ children from other marriage, need to start from the beginning Children returning home after college, have high discretionary income, often pay nothing for accommodation and food
Buying Needs Educational Travel, Travel close to home Need everything including vacations
Boomerang kids
Gifts to parents in terms of travel, weekend getaway, cruise trips
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Segment Dual Income Families
General Characteristics Both spouses work
Buying Needs Convenience and luxury, expensive travel, clothes, spa etc. Exotic and adventure travel, luxury items Depends on interests and needs
Empty Nesters
Families with no children
Expanded families
Parenting stepchildren, grandchildren, elderly parents, grandparents, ill relatives, adopted children
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Segment Friends as families
General Characteristics Friends being virtual family members Families with multiple grandparents Several generations alive at once
Buying Needs Weekend getaway, cruise trips. Comfortable all inclusive trips with educational focus. Extended family vacations, multiple generation trips, scheduled events and dinners, each sponsored by different family members
Grandparent families
Multigenerational or vertical families
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Segment Solo fliers
General Characteristics Single either married or not, enjoy the solitary lifestyle, mostly older women, widowed or divorced.
Buying Needs Products and services that help to look and feel good, ex. Health clubs, wellness and spa products, healing services etc. Luxury items, such as retreat trips, cruises, spas, fine dining etc.
Soul mates
Live in long term relationships, financially stable
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Two (2) Factors: 1. Motivators Factors that influence and encourage the tourist to wish to purchase a particular product. 2. Determinants Factors which define to what extent tourists are able to purchase the product they desire.
EXAMPLE: Personal Motivators Multiple Motivators Shared Motivators Expressed and Real Motivators
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CULTURAL Sightseeing Experiencing new culture
PHYSICAL Relaxation Suntan Exercise and Health Sex
EMOTIONAL Nostalgia Romance Escape Adventure Fantasy Spiritual Fulfillment PERSONAL Visiting Friends & Relatives Make new friends Search for economy if on very limited income
STATUS Exclusivity Fashionability Obtaining a good deal Ostentatious spending opportunities

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TOURIST
PERSONAL DEVELOPMENT Knowledge Learning new skill

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Two (2) Types of Determinants 1. Those factors which determine whether or not someone will be able to take a holiday or not. 2. Those factors which determine the type of trip, if the first set of determinants allow a holiday to be taken.
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PUSH
Desire for escape Rest and relaxation Adventure Prestige Social interaction Novelty seeking Exploration Enhance relationships Evaluation of self Regression Learning new things Desire for pampering / comfort Being entertained Hobbies
PULL
Beaches Recreation facilities Historic sites Budget Cutural resources Undistrurbed nature Ease of access Cosmopolitan environment Opportunities to experience a different culture
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PSYCHOCENTRIC/DEPENDABLES

ALLOCENTRIC/VENTURES

Prefer familiar travel destinations Prefer relaxing sun and fun spots Prefer low activity levels Prefer driving to destinations Prefer heavy tourist accommodations ( family style restaurants, hotel developments) Prefer familiar rather than foreign featuring a full schedule of activities atmosphere Prefer purchasing complete tour packages
Prefer non touristy destinations Enjoy discovering new destinations before others have visited them Prefer unusual destinations Prefer high activity levels Prefer flying to destinations Prefer services such as adequate to good accommodations and food and few developed tourist attractions Enjoy interacting with people from different cultures Prefer tour arrangements that include basics and allow for considerable flexibility
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Personality Type
ALLOCENTRIC
Motivation
Education and cultural motives Search for exotic Satisfaction and sense of power and freedom Sharpening perspectives awaken senses, heighten awareness Religious pilgrimage or inspiration Participation in sports and sports activities Travel as a challenge, sometimes a test of endurance The need for a change for a period of time An opportunity to escape from lifes problems Appreciation of beauty
NEAR ALLOCENTRIC
MIDCENTRICS
Near Psychocentric and Psychocentric

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Ego-enhancement Quest for status

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Push factors (three As)
Decision to travel
Pull factors
Evaluations of alternatives from awareness set of destinations Final destination selection
Personality Motivations Culture Life Experiences Gender Health Education, Others Information
Tourism experience
Recollection, Evaluation
Fulfilment
Fulfil a dream, understand myself more: experience inner peace and harmony
Self-esteem and development

Self directed skills, special interest, competence, mastery. Other directed: external rewards, prestige, glamour of travelling. Connoisseur, self-esteem
Relationship
Self-directed: giving love, affection, maintaining relationships Others directed: receiving affection, be with group, membership, initiating relationship
Stimulation
Self-directed: a concern for safety Other directed: a concern for others safety
Relaxation
Self-directed: need for bodily construction , relaxation

Tourist Behavior

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Tourist Behavior

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Formati disponibili

TM 109 Prelim

TM 109 - Tourist Behaviour

TM 109 - Tourist Behaviour

The Tourism Open System

Tourism Intermediaries Technological

TM 109 - Tourist Behaviour

TM 109 - Tourist Behaviour