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How to Understand the Tourists
• Understanding tourists is a key element in
providing good service.
• Successful tourism enterprises understand
that knowing their market (customers) is
important.
How to Understand the Tourists
“A professional understanding of the
consumer is at the core of the successful
business practice in the tourist industry. A
good grasp of who their tourists are would
guide businesses in their operations,
marketing and research and development
tasks.”
»Goeldner and Ritchie, 2003
Travel Motivations
Motivation: Something that stimulates
interest or causes a person to act in a
certain way.
– The needs and wants of tourists are seen as
a driving force that causes an individual to
travel.
Maslow’s Hierarchy of Needs
• From Abraham Maslow's work in 1943
entitled “ A Theory of Human Motivation”.
• This theory posits that as humans meet
their basic needs, they seek to satisfy
successively higher needs that occupy a
set of hierarchy.
Maslow’s Hierarchy of Needs
• The higher the needs in the hierarchy will
only come to focus once all the lower
needs are mainly or entirely satisfied.
• The different levels are the different
intrinsic factors that could drive a person
to travel.
• Tourism enterprises could come up with
different facilities and services with
features that address certain needs
Maslow’s Hierarchy of NeedsPhysiological
• Tour packages that offer frequent rest stops
• Easily accessible food outlets in theme parks
• Sleeping shelters are strategically located
Safety
• Reservation service provided at government-approved agencies or
locations
• Cruise ship lines providing medical facilities and doctors
• Tour guide services provided in exotic or un familiar locations.
Belonging
• Group tours with people having similar interests and backgrounds
• Group recognition gained by membership in frequent user programs.
Esteem
• Elite status in frequent user programs
• Incentive travel awards for superior company
Self-Actualization
• Educational Tours and Cruises
• Theme parks providing educational opportunities and glimpses of other
cultures
Leisure Ladder Model
• Developed by Philip Pearce
• Attempts to explain individual behaviors on
the basis of stages in a tourist life cycle.
• Tourists become more experienced and
will become more proficient and effective.
Leisure Ladder Model
Relaxation and Bodily Needs
• Need for basic services for restoration and personal
maintenance
Stimulation
• Need for excitement and safety (fun and thrill of rides)
Relationship
• Need to build and extend personal relationships
Self-Esteem and Development
• Need to develop skills, knowledge and abilities
Fulfilment
• Need to feel peaceful, profundly, happy
Leisure Ladder Model
• Similar to the Hierarchy of Needs in some
ways as tourists ascend to higher level
only when they fulfil a lower level need.
Crompton’s Push and Pull
• Choice of a destination of a tourist is
driven by two forces: push and pull.
• People travel because they are:
– “Pushed” into making travel decisions by
internal, psychological forces
• Intangible desires to travel generated from within
– “Pulled” by external forces of the
destination’s attributes
• Attractions such as Disneyland or Sea World
Tourists’ Decision Making
Process• How tourists decide on what
products/services they purchase.
• How tourists decide on where to spend
their money is a very important piece of
information for the tourism industry.
Schmoll Model
• Emphasizes four succesive fields which
exerts influence on the decision of tourists.
– Travel Stimuli
– Personal and social determinants
– External variables
– Field characteristics and features of the
service
Schmoll Model
Travel Stimuli External Stimuli that can awaken an individual’s
desire or need to travel in the form of
promotional stimulation
Personal and Social
Determinants
Determine customer goals in the form of travel
desires and expectations
External Variables Involve the prospective traveler’s confidence in
the service provider destination image and past
experience and cost and time constraints
Characteristics and
Features of the Service
Examples cost/value relations,
attractions/amenities
Matheison and Wall
• A five stage model of travel buying
behavior.
• This model also identifies four interrelated
factors.
Matheison and Wall
Tourist Profile
• Age, education, income, attitudes, previous experience and motivation
Travel Awareness
• Image of destination’s facilities and services. This is based upon the
credibility of the source
Destination Resources and Characteristics
• Attractions and features of the destination
Trip Features
• Distance, trip duration and perceived risk of the area visited.
Matheison and WallFelt need or Travel
Desire
Desire to travel is felt and
reasons against the desire are
weighed
Information and
Evaluation
Potential tourists utilize travel
info to get knowledge.
Travel Decision Stage advancement occurs with
destinations mode of travel,
accommodations and activities
being selected.
Travel Preparations
and travel
equipment
Travel takes place once
bookings are made and
confirmed.
Travel Satisfaction
evaluation
During and after travel overall
experience is evaluated.
Five-Stage Model of Decision-Making by
Matheison and Wall
Felt need/
Travel Desire
Information
Collection and
Evaluation by image
Travel decision
(choice between
alternatives)
Travel preparations
And travel experienceTravel satisfaction
Outcome and evaluation
Gilbert’s Model
• This model suggests that thereare two levels of factors which have an effect on the consumer.
• The first level of influence is close to the person and include psychological influences such as perception and learning.
• The second level of influence includes those which have been developed during the socialization process and include reference groups and family influences.
Hansal and Eiselt
• Divides the process into two phases:
– Planning Phase
• Travelers decide on the basic parameters
concerning their trip.
– Modification Phase
• During which details are decided. Covers
modifications made during the trip
Models describing tourist decision-making process would
make a long-list. They have basically the same purpose
and that is to guide the tourism industry in understanding
how tourists get motivated in traveling, what things
influence or discourage them to travel, and where they
information, and purchase their selected product.
In short, these models have two fundamental roles: to
identify factors that influence the decision-making of the
tourists and to enumerate the stages of their decision-
making