INDEX A. Importance of studying tourist consumer behaviour
F. Key points of post-purchase process and opportunities to create loyalty 1. Key points of pors-purchase process
1. Definition of tourism consumer behaviour
2. Oportunities and ways to create customer loyalty
2. Importance of studying tourist consumer behaviour for marketing.
G. Valoration of the satisfaction of the customers through quality controls
B. Identification of needs and motivations of consumers who buy tourist products and services.
1. Important of total quality management for the customer
1. Needs that make consumers buy tourist products and services 2. Motivations that make consumers buy tourist products and services C. Phases of purchase decission process D. Agents involved in purchase decission process 1. Non commercial agents involved in purchase decission process 2.Commercial agents involved in purchase decision process. E. Psychosocial impact of marketing,advertising and public relations in purchase decission process. 1.Psychosocial impact of marketing and advertising 2.Psychosocial impact of public relations
2. Importance of total quality management for the company
A1. Definition of tourism consumer behaviour One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." What is tourist behavior? It can be defined like those activities directly involved in obtaining,consuming and disposing of tourist products and services including the decision processes that precedes and follows these actions.Travel behaiour is generally considered as a continuos process that incudes varied yet inter-correlated stages and concepts that cannot always be analysed separately. In general, tourism can be defined in behavioral terms as persons who travel away from their normal residential region for a temporary period of at least one night. Their behavior involves a search for leisure experiences from interactions with features or characteristics of places they choose to visit. We can clasify tourist in 3 main groups :
-Allocentric (The Wanderers): A tourist who seeks new experiences and adventure in a wide range of activities. This person is outgoing and selfconfident in behavior. An allocentric person prefers to fly and to explore new and unusual areas before others do so. Allocentrics enjoy meeting people from foreign or different cultures. They prefer good hotels and food, but not necessarily modern or chain-type hotels. For a tour package, an allocentric would like to have the basics such as transportation and hotels, but not be committed to a structured itinerary. They would rather have the freedom to explore an area, make their own arrangements and choose a variety of activities and touristattractions. - Psychocentric (The Repeater): A tourist falling in this category is usually non-adventuresome. They prefer to return to familiar travel destinations where they can relax and know what types of food and activity to expect. Such tourists prefer to drive to destinations, stay in typical accommodations, and eat at familytype restaurants. -Midcentric (Combination): This category of tourists covers the ones who swing between the above said two types. Factors Affecting Tourist Behavior The following factors immensely alter tourist behaviour : -Geographical Factors Some physical factors like geographical and climatic
conditions, facilities and amenities available at the destination, advertising and marketing conducted by tourism business alter the decision making of the tourists. -Social Factors A few social factors such as a person’s social network, which provide first had information that can alter a person’s decision of visiting or not visiting a particular place. Another socia factors are family,reference groups and roles and status. -Place of Origin There can be a broad spectrum of tourist behavior depending upon the place they belong to. North Americans like to follow their own cultural framework. Japanese and Korean tourists like to visit places in groups. -Tourism Destination It is a major contributing factor altering tourist behavior. If a destination has all basic provisions such as electricity, water, clean surroundings, proper accessibility, amenities, and has its own significance, it largely attracts tourists.
-Cultural Factors It is believed that an individual learns the set of values, perceptions, behaviors, and preferences at a very early stage of his childhood from the people especially, the family and the other key institutions which were around during his developmental stage.. Several cultural factors are culture,subculture and social class -Personal Factors There are several factors personal to the individuals that influence their buying decisions. Some of them are age,income,occupation and lifestyle -Economic Factors The last but not the least is the economic factors which have a significant influence on the buying decision of an individual. These are: personal income,family income,income expectations,tourist consumer credit,liquid assets of the consumer and savings.
Intrinsic and Extrinsic Tourist Behavior -Education of Tourist The more educated the tourist is, the wider range of choices, curiosity, and the knowledge of places he would have. This drives the decision making when it comes to choosing a destination. -Psychological Factors The human psychology plays a crucial role in designing the consumer’s preferences and likes or dislikes for a particular tourist product and services. Some of the important psychological factors are motivation,perceptio,learning,attitudes and beliefs.
Intrinsic Behavior
Extrinsic Behavior
They record higher level of satisfaction and enjoyment as they see an activity as a mean of enjoyment itself.
They record comparatively lower level of enjoyment as they go through the stress of competition.
Time passes
They are focused on
faster for them.
passage of time.
They record a higher level of enjoyment.
They tend to be tensed for performance and could be apprehensive, which hinders their enjoyment and relaxation.
https://es.slideshare.net/rnjanaditya/t ourist-behaviour-unit-1 http://www.buc.ac.th/knowledgecente r/epaper/jan-june2006/Teardchai.pdf
A2.Importance of studying tourist consumer behaviour for marketing. Understanding tourist consumer behavior would provide knowledge for effective tourism planning and marketing. Tourist consumer behavior of each country is different and needs to be understood according to the fact that there are many determining factors influencing travels’ supply and demand. The subject of consumer behavior is key to the underpinning of all marketing activity which is carried out to develop, promote and sell tourism products. Clearly, if we are to optimize the effective- ness and efficiency of marketing activities, we must try to understand how consumers make their decisions to purchase or use tourism products. If we understand their behavior patterns, then we will know when we need to intervene in the process to obtain the results that we want. We will know who to target at a particular time with a particular tourism product. More importantly, we will know to per- suade them to choose certain products, which we will have designed more effectively to meet their particular needs and wants. An understanding of consumer behavior is therefore crucial to make marketing activity more successful.
How is tourist consumer behaviour useful in developing tourism products? Tourists are the products of changing population demographics and are more experienced, flexible and independent minded. Tourists have changed values and lifestyles, which affects tourist demand. For example, In western countries, the values of conservation, health, and nature are spilling over to travel and tourism in a major way. The European Travel Data Center shows that European travelers want nature to be prominent in their vacations .Take German tourists as an example. It is found that nearly 60 % of them said that the experience of nature was the most important reason for their main holiday trip in the last years.Given this fact, it is found that many tourism-
reliant countries have developed various tourism products such as spas, natural-based resorts, and eco-tourism destinations in order to supply the changing tourism demands. In this case, Thailand can be taken as an example too. It is found that as a result of a current tourism trend in healthconcerned tourism, Thailand has developed many spas and health-based tourism sites to supply the tourists’ demands.This shows an important role of tourist consumer behavior in developing tourism products. It is possible to say here that understanding tourist consumer behavior is very beneficial for developing tourism products in order to supply the tourism demand. How tourism consumer behavior is useful in promoting tourism products? Nowadays tourists tend to be concerned about safety, security, and health as a main consideration for travel.Responding to these demands, many countries have attempted to promote tourism products particularly fashioned around health-based tourist attractions. Take spas, a health-based tourist attraction in Europe, as an example,like before. It is found that around 20 million people in Europe, including Russia, visit spas. Regarding the profile of European spa clients, Germans are Europe’s most enthusiastic spa users. More than 1.4 million Germans attend spas regularly and 13 million are occasional users . Given this demand, the German government has been promoting spa tourism since 1995. By 1998, there
were 330 spas in Germany. Spa promotion carried out by the German government, which is a result of the understanding of tourist consumer behavior, has positioned Germany as the country having the highest number of spas in Europe . Understanding consumer behavior is a way to guideline all marketing stakeholders regarding what to promote and sell with less risk. It is possible to say that the knowledge about tourists' behavior proves valuable information for practicing managers to be able to plan effectively. Understanding consumer behavior is very useful for developing tourism products. It is also an integral source of information for promoting tourism products and highlights how to sell tourism products particularly in this globalized era, in which the patterns of tourist traveling is highly influenced by global factors such as the mass media.The study of consumers’ behavior is solely of not academic interest but it is also substantially beneficial when practicing managers have the need to know and respond to tourists' needs and wants correctly. http://www.bu.ac.th/knowledgecenter /epaper/jan_june2006/Teardchai.pdf
B1. Needs that make consumers buy tourist products and services
We use the term ‘need’ when referring to any human requirement, although there is a variety of other words that may be sued – such as wants or desires. Every individual has needs; some are innate, others are acquired, but, most importantly, needs underlie all human action. Abraham Maslow proposed a theory on the hierarchy of human needs. It can be depicted as a model of five basic motivational needs any human being has. Later, I’m going to explain how adapt these needs in the tourism field. These needs are:
Physiological (or Biological) − Need for air, food, water, shelter, warmth, and sleep, which are required for the survival. Tourism services can supply all of these needs.
Safety − Need for safety from harmful elements, freedom from fear, physical safety, economical safety, safety against accidents or their negative impacts. Safety may also manifest into security such as job security and financial security. Not all the countries have the same level of safety, for example the majority of tourists are going to feel safer if they travel to Spain or France than if they travel to Syria or Iraq for example. Another example can be the airlines, is knew by the customers that Iberia is more secure than Ryanair. Social − Need for having a family, need for intimacy, friends and social groups. Need for belonging and being accepted and loved by others. Self Esteem − Need of feeling accepted and respected by others, need for recognition and attention from others. Developing a good customer service and dealing with the customers with respect and education we can satisfy these needs. Self-Actualization − Need to realize one’s full potential. A human being requires to attain this need after all the above needs are satisfied.
This pyramid helps to understand the priorities of the human needs in the order depicted. As we can see, the tourism covers the bottom four levels of the triangle.
The pyramid of Pierce Other way of classify it can be Safe & Secure Booking, Trustworthy Travel Products and Reputable Tourism Business.
Travel needs and motives may also stem from an inner feeling of wanting to learn about new things, further fuelled by external pull factors that promise just that. This type of tourist has a fairly clear idea where he wants to go and he is not travelling away from his home, he is travelling toward a fixed destination. His basic need springs from the feeling of a deficiency that he has encountered in his home environment. This deficiency (contrary to a lack) is subjective and a social construct. If the tourist is not capable of satisfying this deficiency (with its corresponding need), he has to look for other ways to continue. Once at a destination this tourist abdicates from his social status and indulges himself in the liminal practice of being a tourist. The elements of wanting to learn new things, experience different cultures, discover oneself and probe one’s own body are all basic elements of this personal
search. In the pyramid models of Maslow and Pearce, this is about the top three levels. The way tourists look around, unimpeded by social obligations and connections, translates itself into a free absorption of impressions and their respective processing into experiences. The element of search is about seeking psychological fulfilment through a journey to a destination that is different from the home environment. Cultural tourism is based on the concept of search and it sometimes includes spiritual or religious experiences. Oneself and one’s own identity are important sources of traveller inspiration in a society, where people find it increasingly more difficult to develop themselves and their personal feelings of identity. The alienation of the home environment may also induce other types of effects. Once the original societal pressures have been released during a holiday, tourists may indulge themselves in practices to satisfy needs that are not allowed in their own country or region. Even the dark side of human nature may appear with sex and drug tourism as examples http://www.tourismtheories.org/?p=34 1
B2. Motivations that make consumers buy tourist products and services Motivation can be described as the driving force within individuals that impels them to action. The driving force is produced by a state of tension, which exists as a result of an unfulfilled need. Individuals strive –both consciously and unconsciously – to reduce this tension through behaviour which they anticipate will fulfill their needs and thus relievethem of the stress they feel. So motivators,are those factors which motivate the tourist to wish to purchase a particular product. Motivating factors in tourism can be split into two groups : -Those which motivate a person to take a holiday -Those wich motivate a person to take a particular holiday to a specific destination in a particular time.
Temporarily abandoning the work environment seems to be one of the most important motives. For example, every year thousands of Italian tourists take charter flights to Cuba for a ten or more day stay at a luxury beach resort with Italian speaking staff, Italian food service,Italian TV and music.
Motivation is highly complex and depends on a range of factors, including : -The personality and lifestyle of the tourists -Their past experiences -Who they are planning to take a vacation with -Their demographical characteristics -How far in advance they book their trip There are many factors that can trigger motivation,and motivational researchers try to identify and understand these factors. The primary travel motive is wanting to escape from all temporarily, leaving the home scene behind without being very much worried about where to go – preferably to an environment more agreeable than the daily grind.
Internal motivation : Internal factors arouse, direct, and integrate a person’s behavior and influence his decisions for travelling. For many people, tourism is a way of satisfying their psychological needs such as travelling, performing leisure
activities, exploring novelty and capabilities, self-expression and selfassurance, creativity, competition, need for relaxation, and belongingness. The intrinsic motivations pertain to assuring one’s capabilities on different emotional fronts. Intrinsic motivation drives the tourists to opt for tourism for intangible rewards such as fun, assurance, and other emotional needs. Some intrinsic factors of motivation are: -Attitudes of Tourist: Knowledge of a person, place, or object + Positive or negative feelings about the same. -Tourist’s Perception: By observing, listening, or getting knowledge, a tourist forms the perception about a place, person, or an object. -Values or Beliefs: A tourist believes or values a specific mode of conduct which is acceptable personally or socially. -Personality of the Tourist: The nature and physique of a tourist plays an important role towards motivation in tourism
External motivation : There are external motives in tourism that can influence tourists and pul them towards a certain motivation and subsequent decision.
• External Motivation: Here, a tourist gets motivated by external factors such as money and the need to feel competent on the scale of expenditure and performance. • Place of Origin: The grooming of the tourist depends upon the place of its origin. For example, for the Indian married women, the tourism might come last in the list of preferential things they wish to do whereas for American ladies, tourism would acquire much higger rank • Family and Age: The family matters when it comes to the structure and the income. Today, the families with nuclear structure and double income tend to opt for long distance, extravagant tourism more than joint families or families with single earning member who are interested in visiting domestic places. The tourists also have different preferences of places according to their age. For example, tourists in the age group of 5 to 45 years might enjoy visiting destination in the USA such as Disneyland more than the senior citizens. • Culture or Social Class: Tourists of different cultures prefer different places, events, and different types of tourism. In addition, if friends and families who have visited a place earlier spread the first hand information that motivates the others to visit the place too. • Market: Ever-changing market variables alter tourism. Changes in value of currency, political situations, and economic well-being of the country influence the decisions of a tourist.
Combining the needs with the tourist’s experience , this are the five layers of holidays motivations : - Relaxation (rest / active) -Stimulation (stronger emotions) -Social experiences (family, friends) -Self-esteem (self-development through cultural, nature or other activities) -Self-realization (search for happiness) Original travel needs and motives follow these different levels, the first two being the most common. It should be noted that this model is based on the Western world and in those parts where community life is especially valued, the ultimate goal is often not self-realization but being able to serve the group, for example
Examples of motivators and different types of visitor attractions Theme park -Excitement -Risk and adventure -Escapism Museum -Learn something new -Nostalgia -Status if is internationally famous Art gallery -Aesthetic pleasure -Relaxation -Pursue special interest in art
-Status,if seeing a world famous paintings Leisure,shopping complex -Escapism -Search for a bargain -Status,if buying designer label product Sports tourism -Excercise -Meet now people -Status, if it is a prestigious sport.
C1. Phases of purchase decission process The consumer buying process for tourism is often regarded as similar to that for other products and services.The assumption is that a consumer moves through a number of stages leading up to a purchase.
- This information search will result in the formation of an attitude, perhaps reinforcing an existing attitude or bringing about a change on the part of the buyer. -At the evaluation stage , the buyer will make more detailed comparisons.For examle,a consumer may consider a number of destinations and will choose based on criteria such as price,recommendation,convenience or convention. -Subject to time and financial constraints,the consumer will then make the purchase.The mayority of travellers prefer to book their vacations months in advance,but an increasing number of consumers are booking their trips on the spur of the moment,a phenomenon facilitated by the growth of the internet.
Consumer buying process adapted to tourism : -The process begins with awareness ,a stage that may be initiated by promotiona efforts,by word of mouth, or through and informational search such as online search. -The next stage involves the buyer obtaining more information,and as suggested previously,there are likely to be various leve of commitment depending on the nature of the purchase. Recent surveys show that the internet plays a major role when travellers research and book travel.
-The purchase is followed by the final stage of the buying process,postpurchase behaviour. If the experience is satisfactory, the visitor may purchase the same type of holiday in the future. Often the importance of this stage is underestimated,but several studies have examined the association between service quality and more specific behavioural intentions, and there is a positive and significant relationship between customer’s perceptions of service quality and their willingness to recommend the company or destination to others.
D1. Non commercial agents involved in purchase decission process Non-commercial organisations can either be in the public or voluntary sector mainly their objectives is to provide service that is in the public interest. Some services may be provided free at the point of use, such as the tourism concern organisation they work with people in order to promote tourism that benefit their communities their also work with the tourism industry encourage them to put fair trade principles into practice, the public sectors don't have shareholders but are financially supported through tax or the contribution of the public.
be solved. This might come from a drive for efficiency due to the fact that some equipment will need replacing. They can initiate for example, a project of a tourist destination that is not well promoted in fact to obtain benefits of this destination that hasn’t been ‘exploted’ yet. Without them the project would not have been proposed or started.
Users Are the main users of the product or service and can help to define the requirements .Are those who put the tourism service or product into operations once the deal has been clinched. Their opinions will be important especially if they are using manufacturing equipment, using software to improve customer satisfaction..
Deciders
Initiators This group include stakeholders such as project sponsor,management team etc who bring the project of our tourism company into existence. Is the member of the buying centre who requests that the purchase be made. Initiators are the players who recognize that there is a need to be satisfied or a problem to
This group determinate the product requirements and supplier. Deciders in a large organization certainly are responsible for making the final deal or decision. Their role carries the responsibility of placing the final order. They might be senior managers or agents acting on behalf of an organization in the market.
Influencers Are those who influence the buying decision and supply information for
evaluating alternative solutions. Influencers are those who may have a persuasive role in relation to the deciders. They may ne specialists who make recommendation based on experience and their knowledge of product and service. Example: consultants employed by businesses to help deciders make a final decision. They can help to know how promote our travel or destination and to solve problems with the customr service.
Approvers Are those who ckeck the project and authorizate the proposal. Buyers This group have the authority to negotiate the terms of purchase. Buyers are the professional function within an organization generally responsible for purchasing. They are given a brief with a series of criteria against which to judge potential products or services, and their suppliers. They tend to be responsible for sourcing and negotiation. Implementers This group include stakeholders such as the project manager,business analysts,developers and testers including the suppliers who build or execute the project. A role in implementer development whose chief responsibility is testing components to assure they are in accordance with the standards of production. They must also test corresponding subsystems to ascertain they support testing.
https://www.visualstudio.com/enus/docs/work/connect/work-as-astakeholder
D2.Commercial agents involved in purchase decision process. Commercial agents main objectives is to produce goods or services that satisfy their customer needs, most business organisations owned and controlled by private individuals strive to make and improve profits. The term “stakeholders in tourism development” includes, according to UNWTO, the following players:
national governments; local governments with specific competence in tourism matters; tourism establishments and tourism enterprises, including their associations; institutions engaged in financing tourism projects; tourism employees, tourism professionals and tourism consultants; trade unions of tourism employees; tourism education and training centers; travellers, including business travellers, and visitors to tourism destinations, sites and attractions; local populations and host communities at tourism destinations through their representatives; other juridical and natural persons having stakes in tourism development including non-governmental organizations specializing in tourism and directly involved in tourism projects and the supply of tourism services."
Hotels and restaurants: Perform basic functions (accommodation and meals) as the two main tourist functions. At the same time provide additional content and perform the important function of tourism promotion. The transport sector: Transporting goods and people, supplying certain goods to destinations and transporting people. Included: aviation, rail and road traffic. Travel agencies and Tour Operators: Perform the role of mediation between tour packages and tourist demand, organize programs of visits and bring tourists to the destination.The role of travel agencies and tour operators in the tourism sector is one of itskey functions because it essentially provides "product placement". Tourist guides: They provides assistance, information and cultural, historical and contemporary heritage interpretation to people on organized tours and individual clients at educational establishments, religious
and historical sites, museums, and at venues of other significant interest Tourist information centre (TIC) assistants: (sometimes known as visitor services assistants) help people visiting their area by providing information, making bookings, giving directions and answering queries. TIC assistants help visitors by advising them on what to do and see, where to stay and eat, and the best ways to travel around the area. They use their local knowledge along with printed reference sources such as timetables, leaflets and brochures, reference books and the internet. Online Tourist agencies: The same role of tourist agencies but only on the internet. Marketing agencies: Preparing promotion materials, marketing plans and generally promoting tourism potentials in the country and abroad. Protected areas (national parks, natural monuments): Part of the territory that is protected and governed by a particular form of organization (which is under the authority of the Government) ICT sector: Ensure the functioning of all systems related to the ITC sector (reservation systems,procurement, operation of web sites, etc.) Supplier of technical equipment: Provides for the procurement and installation of technical equipment, and ensures that it functions accordingly. Community members: Their function is know tourism is affecting their livelihoods, culture and environment.
Training Providers: Training is an essential part of the system required to strengthen the capacities of all stakeholders in all segments of the tourism sector. Necessary knowledge and skills that cannot be found in regular education programs must be provided through the provision of quality training http://blog.helvetas.org/wp_live/wpcontent/uploads/2016/08/MarketSystems-and-Stakeholder-Analysis-Propoor-Tourism-in-BiH.pdf
E1.Psychosocial impact of marketing and advertising The primary objective of marketing is to influence the consumer behaviour in favour of the company engaging in the marketing activities. Companies undertake marketing to communicating to the customer’s information about the product to influence their purchases in favour of company's products.
Many countries invest large amounts of resources into advertising activities to promote their resources in order to increase their market shares. Consumers encounter advertising messages as they watch TV, read magazines, listen to the radio, surf the internet, or simply walk down the street. It is well understood, marketing activities may have various effects. There are three views of the effects of advertising: persuasive, informative and complementary.
The persuasive view (or market power model) holds that advertising primarily affects demand by changing tastes. According to this, advertising is a means of persuasion, and is postulated to lead to increased product differentiation that decreases perceived substitutability among competing alternatives. The informative view is based on the theory of economics of information and holds that advertising primarily affects demand by conveying information. Advertising provides information about alternatives and this produces an increase on the price elasticity of demand. The complementary view holds that advertising primarily affects demand by exerting a complementary influence in the consumer’s utility function with the consumption of the advertised product. As an example, it may be that a consumer values “social prestige” and advertising may then serve as an input that enables the consumer to derive more social prestige when the advertised product is consumed How marketing and advertising impact tourism? In the case of tourism goods given the decision to purchase a tourism product (for example the choice of a tourism destination) is made in advance. Thus information about the destinations available to the consumer plays a key role in the choice process. In the absence of complete information, it is
reasonable to assume that promotional efforts by the destination countries could have significant effects on destination choice, and therefore on demand for a particular destination. Advertising may provide indirect information that the advertised destination is, in fact, a good place. Then, advertising is specially attractive to efficient firms selling high-quality tourism that are especially well suited for tourists that are targeted by the advertising campaign. Advertising may be most effective as an indirect information source for experience goods (which is the case of most tourism products), since sellers of search goods are better able to provide direct information through advertisements. Marketing activities, by creating desires and wishes and providing information, aim at the change of the demand for the product that is promoted. A change in demand may then translate into a change in the market price, influencing in turn economic decisions of other economic agents.
We can survey consumers and directly see how a state or city’s advertising campaign works in influencing perceptions of a destination’s tourism product and ultimately in motivating travel. Effective tourism advertising had the same impact, improving consumer perceptions of each state in accidental yet positive ways. And while tourism
marketing has been shown to generate significant economic impact by driving visitation, these results demonstrate the potential long-term benefits for broader economic development. We’ve known for a long time that effective tourism advertising campaigns build positive feelings toward a travel experience and inspire travel. The idea of the informative advertising is providing credible information ,persuading consumers or reminding them of the product advertised. Before purchasing a good, the quality of the travel product can be assessed by the advertising information:In particular, people can build indirect experience from diverse advertising information content and stimulus such as text, images, and videos.
Massage your message Messaging is one of the primary ways that marketing impacts customer experiences,so we have to focus on the relevant information about our destination of our tourist company. For example if we are making a campaign promotion of a hotel, we must be focus in promote the competitive advantage of our hotel that can have a direct impact of tourists, differentiating us of the competitors, so the clients are going to choose our hotel because we can offer special advantages. Choose the right channel Channel selection can also have a huge impact on customer acquisition and retention. If we continue talking about a hotel for example, when the tourists look for information about our hotel on the Internet we can impact their
behaviour if the first website that appear on their research is the official page of our hotel, so normally is the first page that they are going to open instead of intermediaries. Keep your promises‌or else For example, if we are promoting our hotel as a luxury hotel then we have to offer a luxury service when the customers use of our accommodations, of they are going to feel ungry and disapointed with the money that the spend and they can feel betrayed. Size up loyalty Build loyalty is not easy but we can have a direct impact of tourists is the quality of the product and services that we offer and the customer service is excellent, so the next time they are going to choose us again. (Re)master website basics The website of a tourist company such as hotel or a destination is the number one marketing and advertising tool , so its important to create an useful website that can have a direct impact in what can think the customer about our company. If we offer them special offers, products and packages in our page we can change their buying decission too.
https://www.researchgate.net/publicat ion/23525574_The_economic_effects_ of_advertising_on_tourism_demand
E2.Psychosocial impact of public relations The literature defines public relations like a strategic form of communication, which focuses on obtaining the public understands and acceptance regarding the process of establishing a good relation between an organization and the public, especially in terms of shaping reputation and communicating information. Public relations represent a unique way of promoting the organization, its products or services, by building a higher visibility in the public space.
How impact public relations tourism? In the tourism sector, public relations are more than a necessity. To meet the constant challenges, the public relations in the tourism sector should evolve towards turning into a management function, which should lead to responsible approach. The literature argues that the public relations represent the fifth “P” of a marketing strategy: product, price,
position and promotion. The major challenge consists in identifying the most efficient ways of promoting tourist products, building a positive image, increasing the visibility of tourist destinations, in order to attract a significant number of tourists. Public relations may support the tourism public sector, building a positive image and a favourable attitude towards the tourism product, respectively the tourism destination envisaged The explanation lies in the fact that in the tourism sector, a favourable image creates a direct impact motivation in making the decision to buy the tourism product. In this case, the final image appears like the result of a bidirectional process: from the offerer, who projects and transfers an official image, respectively from the potential tourist, who perceives that reality in a certain way, from the perspective of preferences, experiences or the information obtained from other reference sources, other than the official ones. Public relations in tourism are a key element of the marketing mix, which resorts to “general influence tools “such as the relations with the media materialized in press tours, conferences on tourism, fairs and expositions, promotional activities, special events The on-going transmission of messages meant to inform consumers about tourism products, with the intention of developing a positive attitude towards the product and company, respectively to generate favourable changes in their consumption mentality and habits represent an instantiation of tourism promotion
Public relations play a strategic part not only in attracting tourists to the various destinations, but also in maintaining their satisfaction after they arrive at the respective destinations. In coordinating these efforts, there may be engaged all the responsible factors, from local or regional tourism agencies to counselling authorities, organizations, local collectives, public authorities etc.
Building Product Awareness When we introduce a new product or re-launching existing products we can use PR. We can generate consumer attention with different events that can have a direct impact changing the opinion of the customers about our brand or product. For example if we develop a new tourist guide company we can held an event where we promote our product through the public relations among other ways. Creating Interest As we talk before, we can held and event where we promote our product, for example if we create a new hotel we can held and event where we promote the hotel through the public relations. We can let the customers try our product for one night or talk them about the facilities that they can find in our hotel that can create an especial interest in their buyer decision. Providing Information The Public Relations can be used to provide customers with information about our products and services through articles, newsletters, websites…etc.
It can help a direct impact in the customers because we can help them to understanding the product that we are trying to sell. The Public Relations are going to provides them the most relevant information, for example now is a trend that the customers choose companies with an environmental policy, if we let them know that our company can offer them these characteristics they are going to use our product. Stimulating Demand If we provide them information, create interest and build the product awareness we can stimulate the demand. Other way to have a direct impact in stimulating the demand through the Public Relations is offer the customers special offers and packages through this way. Public relations can helps promoting our product and packages through events, websites, direct marketing… etc. A good time to use this strategy is in summer, we can promote sun and sand destinations holidays with lower prices in accommodations and travels, than can have a direct impact in the customer and is a good way to stimulate demand. Reinforcing the Brand The public relations con help us with the brand reinforcement by manintaing positive relationships with key audiences and building a strong image of our tourist company. Build a good image have a direct impact in the customer, if they for example contract a tourist guide for a travel trough our company, the public relation can call the customers after the travel and ask them if they are happy with the guide. If they don’t like the guide so much but
we call them transmiting the feeling that we are worried about it , they can change their opinion about our company and follow choosing our products and services.
http://ac.elscdn.com/S1877042814063 885/1s2.0S1877042814063885main.pd f?_tid=b480684c-3d68-11e7819f00000aacb35e&acdnat=14952907 37_06dd1afe7c7e30eb3a1221b9a0131 7e2
F1. Key points of post-purchase process Post-purchase behavior is the final stage in theconsumer decision process when the customer assesses whether he is satisfied or dissatisfied with a purchase.This behaviuor of consumer is more importantas for as marketer is concerned. Consumer gets brand preference only when that brand lives up to his expectation. This brand preference naturally repeats sales of marketer. A satisfied buyer is a silent advertisement. But,if the used brand does not yield desired satisfaction, negative feeling will occur and that will lead to the formation of negative attitude towards brand. This phenomenon is called cognitive dissonance. Marketers try to use this phenomenon to attract user of other brands to their brands. Different promotional-mix elements can help marketers to retain his customers as well as to attract new customers. One important moment of the postpurchase behaviour is the return travel of the customer and the recollection, that is the moment when the customer recall, reflection and memory the trip and think about if they are satisfied with the product and the services that they buy like the accommodation, the transport or additional services like tourist guides. In this moment they value the possibility of use our company again or choose other company that can satisfy their needs better.
Post-Purchase Behaviour deals with actual rather than potential customers. Information learned can be used to improve products and services, undertake better targeted promotions, and design more effective strategies to keep actual customers and attract new ones. For this reason, is important to check if our customers are happy with our product and services calling them, with services,sending them thanks notes for buying our products.. A good example is call them after the travel to ask about their experience and is they have any complaint. If they are really dissapointed with the company or with any services of the travel, we can offer them the possibility of returns the money back to them or we can offer them a free travel to other destination with quality products and services. With this strategies, even if the customers have a really bad image of our company after buying our product, we can change his mind and show them that we are a company worried about the satisfaction of our customers. The post-purchase bahaviour can help us to know the mistakes of our company, for example if we don’t call a customer after he contracts a tourist guide for example, we are not going to know if they are happy with the tour. But if we call them asking about how was the tour, they can’t tell us that they are disapointed with the guide or if they are happy, and this can help us to know if we need to contract another guide or if we have a good staff.
Post Purchase Satisfaction is very important factor in customer buying process, if the product falls short of customer expectations the consumer will be disappointed and will lead to dissatisfaction which will not only affect consumer retention but also affects the image of the hotel or the company. A good post purchase satisfaction of the clients can help us with the retention of the customer.
Retention of the customer To ensure that you’re retaining as many new customers as possible, you can use your messaging channels to keep your brand in users’ minds, drive regular engagement, and support the creation and maintenance of durable relationships with your customers. Some ways are : Loyalty program campaigns For many travel and hospitality brands, loyalty programs are a major part of a long-term customer engagement strategy. Mobile outreach can be a powerful way to expand the reach and effectiveness of these kinds of programs. By taking advantage of triggered messages, brands can automatically reach out to customers who have booked a flight or hotel room, but haven’t joined your loyalty program. Similarly, it’s possible to automatically trigger a personalized message to customers letting them know how many loyalty points they’ve accrued after a purchase, or letting them know when they’re close to a
loyalty milestone, such as a free flight or room upgrade. These messages add value and can be an effective way to nudge active customers to make that next purchase or to visit your app or website to look at their loyalty rewards in more detail. Retention and re-engagement campaigns Even with the best engagement strategy, you’re going to see some customers become less active over time (or stop engaging all together). By taking advantage of push notifications and emails, which can reach people beyond the app, you can use personalized messages with targeted incentives to bring lapsing customers back into the fold and re-engage customers who have become inactive.
https://smartamarketing.wordpress.co m/2013/04/26/post-purchase-decisionprocesses-and-behaviour/ https://www.appboy.com/blog/traveltourism-user-retention/
F2. Oportunities and ways to create customer loyalty Loyalty programs increase both the value of your customer relationships and your revenue. A recent A recent study found that 60% of consumers consider loyalty programs an important factor in their buying decisions. Also, they spend 46% more with businesses that have loyalty programs on average. The design of a loyalty program around powerful rewards and incentives that encourage frequent visits and increased spending is a good strategy for the company.. Increasing visit frequency is just one reason customer loyalty matters. Attractive incentives are the main driver for buying behaviors. Business owners are able to assign point values and create rewards that encourage customers to return again. By setting both attainable rewards and stretch goal rewards, you can motivate members to visit more often.
Why is customer loyalty so important?
-Start & End Strong Opportunities and ways to create and improve loyalty -Deliver unexpected rewards
Concentrate on the start and the end of any interaction with your brand,whethter it’s an email, phone call,social media interaction or face to face. Always started and end in the best way possible. The key is to ensure rewards are not predictable.Mix things up ad try not to stick to patterns.Reward customer when try least expect it and you could reap the biggest rewards.
-Create a social media identity
Help to foster this shared bond between customers by offering channels they can use to communicate with each other.Groups,events and forums can be helpful,while creating a common name or club can help build a sense of belonging.
-Let customers share rewards
Ensure brand beliefs and efforts at giving back are communicated to customers as well as employees. Show consumers the values you hold dear via social media or email campaigns. Other opportunities:
Don’t just reward your customers for a friend to share their rewards with -Show customers you share their values
-Provide a great customer service Every airline railway company or travel agency emphasize a strong customer service as those who get service are more likely to return for their future travel arrangements.If tourists get good service in a well-known hotel then they will consider that hote chain first whenever they will travel again and would recommend it to others within their social circle, Similary if the travelers gets good service from any specific airliner or travel trader then he will consider being a frequent customer with that specific service provider and it turn will generate future business for the serving companies. -Consider different payment plans :
Payment methods are the ways that your customer can pay for your goods and services, It is good to consider what payment methods you will offer when you start your business ass well ass periodically after you start. For example, if a customer wants to buy an expensive and long travel to a luxury destination, we can offer him the possibility of pay it monthly so it create customer loyalty,because we show them too that we believe in our customers.
-Give customers a reason to be loyal Make your loyal customers feel special by putting together bonuses,deals or events which are exclusive to them. Even if it’s not for them personally, if it’s something they can share or pass to a friend, it’s the gesture that counts. Set up privileged access to special products,ungraded services,valuable information,previews, invitations to private events, or exclusive deals. Something that’s of value to them, and not available to new customers.
-Don’t forget to smile Smiling isn’t just something your face does. It communicates your state of mind and is a significant part of the transaction. It can influence people’s perception of a brand and their customer satisfaction. For example if a customer arrives to a hotel after a long travel and the first thing that the perceives about the company is that the recepcionist receives him with a smile, he is going to feel satisfied and it can improve the loyalty.
-Remember special occasions. Send regular customers birthday cards,anniversary cards,holiday cards— you name it. Gifts are excellent folllowuo tools,too. You don’t have to spend a fortune to show you care. Use your creativity to come up with interesting gift ideas that tie into your business,the customer’s business or his or her recent purchase. https://www.business.gov.au/info/run/ finance-andaccounting/accounting/choosingpayment-methods http://www.travelweekly.com.au/arti cle/5-ways-to-build-customer-loyalty/
G1. Important of total quality management for the customer The total quality systems in tourism As service products are perishable, they cannot be stockpiled and must be produced 'on demand'. The result is that the process for delivering a service may be highly complex involving the coordination of primary and support systems in what is usually a very time sensitive relationship with the customer. In the case of a service organization time is regarded as an assessable quality or feature of the product. For example people usually book aeroplane flights based on the departure and arrival times that are most convenient. If a traveller is expecting to arrive at a destination at a specified time, and the aeroplane is 2 hours late the product will most likely have failed to meet the person's satisfaction. This is irrespective of how comfortable the aeroplane was, how good the inflight service was, or the fact that the flight had been made safely. So, the total quality management can change the point of view of the customer about our tourist product or service. It affects directly in what are they going to think about us. If the customer has any complaint about our product or service, a TQM system is willing to listen to every customer complain. The customer expects the resolution mechanisms to be spontaneous, so for this the TQM system establishes a transparent communication channel connecting directly with the customer and offering
them solutions to their complaints. One example can be a customer who books a flight that is cancelled. If our company have a TQM system it is going to provide them different alternatives like reserve another flight to the customer trying to don’t affect to much their experience. This is an important factor for the customers, because if they have other options they are going to feel secure with our company and satisfied. Whether someone is traveling for business or pleasure, the level of quality of customer service she receives on her trip is really important for them. Travelers, particularly those on vacation trips, want memories they can look back on and smile. When it comes to hotels and tourist destinations, guests expect staff members to be courteous, helpful and friendly. They also want staff members to be knowledgeable about the area and attractions. For them is important that the staff can direct them to attractions and sites, and help them to buy build those memories they crave. Excellent customer service begins and ends with smiling staff members, positive attitudes and helpful, friendly tones. Their cheerful attitudes will greatly influence the joy guests take in their visit. Some aspects of the total quality systems that have an significant impact since the point of view of customers are about the physical products and the intangible service that the tourism industry can offer them. The most important are: In case of physical products, customers are satisfied when the products are: 
Aesthetic
Reliable Easy to Use Adaptable Appropriate
In case of services customers are satisfied only when:
Employees are friendly and polite Employees are honest and do not make fake promises Employees are easy approachable Employees are willing to listen and address customer grievances Organizations respond to customer requests on time. Safety/risk of service
G2. Importance of total quality management for the company TQM is a management philosophy that seeks to integrate all organizational functions (marketing, finance, design, engineering, and production, customer service, etc.) to focus on meeting customer needs and organizational objectives.It maintains that organizations must strive to continuously improve these processes by incorporating the knowledge and experiences of workers. The simple objective of TQM is “Do the right things, right the first time, every time.” TQM is important for the company to satisfy customers doing activities like :
Commitment by senior management and all employees Meeting customer requirements Reducing development cycle times Just in time/demand flow manufacturing Improvement teams Reducing product and service costs Systems to facilitate improvement Line management ownership Employee involvement and empowerment Recognition and celebration Challenging quantified goals and benchmarking Focus on processes / improvement plans Specific incorporation in strategic planning
This shows that TQM must be practiced in all activities, by all personnel, in manufacturing, marketing, engineering, R&D, sales, purchasing…
Be focus on customer requirements The customer ultimately determines the level of quality. It is important training employees, integrating quality into the design process, upgrading computers or software, or buying new measuring tools, and after that the customer determines whether the efforts were worthwhile. In today’s market, customers require and expect perfect goods and services with zero defects. Focusing on customer requirements is significant to long term survival and essential in order to build relationships with customers. Total employee involvement It is key to ensure that all employees within your organization know about the Total Quality Management (TQM) policies and make them an fundamental part of their work. Employees need to know what is expected from them and why. When employees understand and share the same vision as management a world of potential is unleashed. Highperformance work systems integrate continuous improvement efforts with
normal business operations. Selfmanaged work teams are one form of empowerment. Effective Control It is essential to monitor and measure the performance of the business. If strict documentation is maintained, you will be able to objectively quantify areas for improvement and focus your efforts where they will provide the greatest return of both your time and financial resources. Process-centered A fundamental part of TQM is a focus on process thinking. The steps required to carry out the process are defined, and performance measures are continuously monitored in order to detect unexpected variation. Quality Improvement Culture The organizational culture needs to be modernized on a continuous basis to encourage employee feedback. Your employees are full of valuable knowledge- embrace it! Listen to those executing the processes that keep your business moving daily. If employees have an idea on how to improve operations, they need to know management respects their ideas or they will not share. Integrated system Everyone must understand the vision, mission, and guiding principles as well as the quality policies, objectives, and critical processes of the organization. Business performance must be monitored and communicated continuously.Every organization has a unique work culture, and it is virtually impossible to achieve excellence in its products and services unless a good quality culture has been fostered. Thus,
an integrated system connects business improvement elements in an attempt to continually improve and exceed the expectations of customers, employees, and other stakeholders. Strategic and systematic approach A critical part of the management of quality is the strategic and systematic approach to achieving an organization’s vision, mission, and goals. Is important for the company the develop of a strategic plan. Continuous improvement in process A major thrust of TQM is continual process improvement. This requires constant improvement in all the related policies, procedures and controls established by management. Continual improvement drives an organization to be both analytical and creative in finding ways to become more competitive and more effective at meeting stakeholder expectations. There should be a constant effort to improve proficiency – which will result in constant scopes for improvement (even if some improvements are small). Fact-based decision making TQM requires that an organization continually collect and analyze data in order to improve decision making accuracy, achieve consensus, and allow prediction based on past history. Communications During times of organizational change, as well as part of day-to-day operation, effective communications plays a large part in maintaining morale and in motivating employees at all levels. Communications involve strategies, method, and timeliness.
https://www.isixsigma.com/methodolo gy/total-quality-managementtqm/introduction-and-implementationtotal-quality-management-tqm/