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ESADE SURVEY - eDREAMS, 2005
EVOLUTION OF PRICESENSITIVITY
OF SPANISH TOURISTS
Authors:Dr. Josep-Francesc Valls, Director, International Tourism Symposium, ESADE
Dr. Mar Vila, Director, Tourism Management Centre, ESADE
SAMPLE
• 2,777 people aged 15 to 65 visited one of the 15 websites on which this survey was published (first fortnight of April)
• 56 %, women; 44 %, men
• Average age, 37
• Number of responses, 930 (33.48 %) • Error: 3.28 %
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005
Main reason for travel
24,01% 23,01% 22,94%
10,97%
8,60%
4,44%
3,58%2,44%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
Visita aun lugar
Reunirmecon
amigos ofamiliares
Descanso Trabajo Cultura Asistir aun
congresoo evento
Otros Deporte
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Visit Meet family
or friends
Relax Work Culture Confe-rence
or event
Other Sport
Reasons for travelling to a particular destination
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Que hayaofertas baratas
en Internet
Haber idosiempre
Que se lorecomienden
amigos,familiares
Que esté demoda
Buscar algonuevo
Que posea unamarca que sea
valoradaturísticamente
Muy alto
Alto
Medio
Bajo
Muy bajo
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Very high
High
Average
Low
Very low
Cheap offers on the Internet
Always gone there
Recommen-dation of
friends, family
Fashionable Looking for something new
Interesting tourism brand
Visit
Calidad devida
Competitividadinternacional
Desarrolloeconómico
superiorSatisfacciones
Funciones deldestinoturístico
Attractiveplace
Novelty
RelationshipsRest /contrast
Reasonfor travel
Price
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005
Visit
Calidad devida
Competitividadinternacional
Desarrolloeconómico
superiorSatisfacciones
Funciones deldestinoturístico
Attractiveplace
RelationshipsRest /contrast
Culture +
Price
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005
Novelty
Visit
Calidad devida
Competitividadinternacional
Desarrolloeconómico
superiorSatisfacciones
Funciones deldestinoturístico
Attractiveplace
RelationshipsRest /contrast
Nature +
Price
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005
Novelty
Visit
Calidad devida
Competitividadinternacional
Desarrolloeconómico
superiorSatisfacciones
Funciones deldestinoturístico
Attractiveplace
RelationshipsRest /contrast
Sport +
Price
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005
Novelty
Visit
Calidad devida
Competitividadinternacional
Desarrolloeconómico
superiorSatisfacciones
Funciones deldestinoturístico
Attractiveplace
RelationshipsRest /contrast
Business +
Price
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005
Novelty
Number of journeys made
2,38%
8,79%
36,94%
27,32%
7,13%
17,46%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
40,00%
Ninguno Uno Dos -tres
Cuatro -seis
Siete -ocho
Más deocho
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
None One Two-three Four-six Seven-eight
More than eight
Tourism budget compared with previous year
34,60%
48,75%
13,56%
3,09%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
40,00%
45,00%
50,00%
Mayor Igual Menor Ns/nc
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Higher Same Lower Ns/Nr
Comparison of tourism prices between the last three years, the last year and the future
0
10
20
30
40
50
60
70
80
Al alza Igual
Cafes and bars
0
10
20
30
40
50
60
70
80
90
100
Al alza Igual
Restaurants
0
10
20
30
40
50
60
70
80
Al alza Igual
Shopping
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Rising Same
Rising Same
Rising Same
0
10
20
30
40
50
60
70
Al alza Igual
Accommodation
0
10
20
30
40
50
60
Al alza Igual
Transport in general
0
10
20
30
40
50
60
70
80
90
Al alza Igual
Taxis
Comparison of tourism prices between the last three years, the last year and the future
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Rising Same
Rising Same
Rising Same
0
10
20
30
40
50
60
70
80
Al alza Igual
Plane
0
10
20
30
40
50
60
Al alza Igual
Hire car
0
10
20
30
40
50
60
70
Al alza Igual
Shows and museums
Comparison of tourism prices between the last three years, the last year and the future
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Rising Same
Rising Same
Rising Same
Evolution of quality of tourism products
22,97%
60,82%
11,12%
5,08%
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
Ha aumentado Se hamantenido
Ha bajado Ns/Nc
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Increased Same Decreased Ns/Nr
Prepared to pay more
0%10%20%30%40%50%60%70%80%90%
100%
No quieropagar másde lo que
pago
Si losproductosturísticos
fueranmejores.
Si losproductosturísticos
fueranexclusivos
Si losproductosfueran deuna marcaprestigiosa
Ns/nc
No
Si
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Don’t wantto pay more
If the tourism
products were better
If the tourism
products were
exclusive
If the products were a
prestige brand
Ns/Nr
No
Yes
Quality factors related to price
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Que sea barato Que sea caro oel más caro
Que le hayandado un
servicio decalidad
Que le hayandado un
servicio decalidad
adecuado a loque pagó
Que le hayandado algopeculiar,
irrepetible
Que se lohayan ofrecidocon amabilidad
Que el lugarsea muy
renombrado
muy importante
bastante importante
ni poco ni muyimportante
poco importante
nada importante
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Very important
Quite important
Average
Not very important
Not important
Must be cheap
Must be expensive or
the most expensive
Must offer quality service
Service must be good for
the price
Must be unique,
unrepeteable
Must be very friendly
Must be very famous place
Systems used to locate information
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
A través deInternet
A través de losmedios de
comunicación,guías y libros
de viajes
A través deagencias de
viajestradicionales
A través deamigos yfamiliares
muy preferido
bastante preferido
ni poco ni muy preferido
poco preferido
nada preferido
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Like a lot
Quite like
Average
Don’t like much
Don’t like
On the Internet
Media, travel guides
and books
Internatio-nal travel agencies
Friends and family
Purchase channel
0%
20%
40%
60%
80%
100%
Directamente en
webs de las
compañías de
transporte o de los
servicios que
compro
En webs de
agencias online
En las agencias de
viajes
tradicionales
Prefi ero comprar
por teléfono
Me gusta reservar
a través de las
centrales de
reserva
Busco hasta
encontrar el
precio más barato
Prefi ero
comprarlo
directamente en el
establecimiento
turístico
muy preferido
bastante preferido
ni poco ni muy preferido
poco preferido
nada preferido
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Like a lot
Quite like
Average
Don’t like much
Don’t like
Buy services
direct from transport company website
At on-line agency
websites
Through traditional
travel agencies
Prefer to buy by
telephone
Prefer to reserve through
reservation lines
I look for the cheapest
price
Prefer buying
direct from the tourism
venue
Importance of price in channel
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
En las webs delas líneas
aéreas, hoteles,etc.
En webs deagencias deviajes online
En las webs delas lineas
aéreas de bajocoste
En las agenciasde viajes
tradicionales
Por teléfono A través de lascentrales de
reserva
Directamente enel
establecimientoturístico
muy preferido
bastante preferido
ni poco ni muy preferido
poco preferido
nada preferido
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Like a lot
Quite like
Average
Don’t like much
Don’t like
On websites of airlines, hotels, etc.
On websites of on-line
travel agencies
On websites of low-cost
airlines
At traditional
travel agencies
By phone Through reservation
lines
Directly from the tourism
establishment
Do you always find the lowest price?
5,04%
46,50% 45,10%
3,36%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
40,00%
45,00%
50,00%
Sí No En la mayoríade los casos
Ns/nc
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS
Ns/NrNoYes Mostly
CONCLUSIONS
1. The term “visit” is becoming the most common travel concept; it must be attractive, innovative, relaxing/contrast, and permit relationships.
2. The Spanish have a similar number of holidays per year, but trips per year have increased to four.
3. Budget given over to tourism has not fallen; more than 80 % of our sample spent the same or more than the previous year.
4. Tourists think prices have gone up a lot in most tourism services, specifically, restaurants, cafes and bars, shopping; looking to the future, they have an image of an inflationist sector.
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005
CONCLUSIONS
5. Quality is valued and tourists are prepared to pay for it. But they pay what they want to pay, that is they know what things are worth and are not prepared to pay a euro more.
6. Internet, mouth-to-mouth, the media and guides are main sources of information; agencies are maintaining capacity as intermediaries
7. In form of purchase of travel items, company websites and on-line companies are prefered, looking to the future, followed by any channel that lets them find the cheapest price.
© CEDIT. Josep-Francesc Valls i Mar Vila, 2005