BML109: Introduc1on to the Contemporary Tourism and Event Environment
The Contemporary Visitor: Understanding Demand for Tourism and Events
BML109: Learning Outcomes By the end of the session, you should be able to: Define demand in the context of tourism and events Highlight the factors influencing the demand for the tourism
and event products including behaviour, motivation and determinants Place the demand for tourism and events in the context of
conceptual models Highlight typologies that have been developed around
consumer behaviour Identify alternative frameworks for examining changes in
visitor demand
Understanding Demand Activity 1: • In groups discuss what factors influence the demand for tourism and event products and experiences? • Please make reference to the research articles you found and highlight key themes • Be ready to report your findings back to the rest of the group
Understanding Demand Activity 1a: Label identified factors using the following headings: • Economic Factors • Social-Psychological / Behavioural Factors • Exogenous Factors (Business/Consumer environment)
Understanding Demand
Defining Demand The Consumer Decision-Making Process The Motivators: Factors which motivate the tourist to wish to purchase a
particular product The Determinants The factors which determine to what extent the tourist is
able to purchase the product they desire
Defining Demand Activity 2: Motivators and Determinants •  On your mind-mapping diagram labels factors as either motivators or determinants
Defining Demand Tourist Motivation Demand is a consumption process influenced by: Needs and desires The availability of time and money Images Perceptions and attitudes
Defining Demand What factors motivate individual purchase decisions? Personal - gregarious or loner?; adventurous or
cautious?; confident or timid? Lifestyle - the context for the purchase decision - health
concerns; fashionability; new friends/experiences; the challenge Physical - health, rest and relaxation, exercise,
competition Past experience/expectations - +/- as a tourist and
particular types of holidays/event experiences
Defining Demand What factors motivate individual purchase decisions? Past life - nostalgia as a result of people’s life to date Image - how they wish to be viewed by other people Cultural - sightseeing, experience new cultures Emotional - romance, escapism Visiting Friends and Family Business
Defining Demand Dann (1981) Travel as response to what is lacking yet desired
The desire to experience phenomena different to those in the home environment
Destination pull in response to motivational push Motivation as fantasy
Travel to undertake behaviour not allowed or normal in the home environment
Defining Demand Dann (1981) Motivation as classified purpose
Main purpose of the trip as the motivator for travel
Motivational typologies
Behavioural typologies - ‘Sunlust’
Defining Demand Mcintosh and Goeldner (1977): Physical motivators
Refreshment of body and mind, health purposes, stress relief
Cultural motivators
Experience culture and lifestyle of other countries
Interpersonal motivators
A desire to meet new people, visit friends and seek new and different experiences
Status and prestige motivators
Prestige and recognition
Defining Demand Defining Demand —  Motivators and
Attractions
Defining Demand Crompton (1979): Key Motivations Novelty - a desire to seek out new and different
experiences Socialisation - a desire to interact with a group and its
members Prestige/Status - a desire to have high standing in the
eyes of others Rest and Relaxation - a desire to refresh oneself
mentally and physically
Defining Demand for Events Crompton (1979): Key Motivations Educational Value/Intellectual Environment - a desire
to gain knowledge and expand horizons Enhancing Kinship and Relations/Family
Togetherness - a desire to enhance family relations Regression - a desire to engage in behaviour
reminiscent of an adolescent or child
Defining Demand for Events
Defining Demand for Events
Demand Determinants Two Types of Determinants: Those factors which determine whether or not someone
will be able to take a holiday or trip Those factors which determine the type of trip, if the first
set of determinants allow a holiday or trip to be taken Determinants: Those personal to the tourist/visitor Those external to the tourist/visitor
Demand Determinants Personal Determinants Lifestyle factors Income and employment Holiday Entitlement Personal mobility Health Work and family commitments Education attainment Knowledge of destinations and tourism products
Demand Determinants Personal Determinants Attitudes and perceptions Life-cycle factors Experience Expertise with new technology
Demand Determinants External Determinants Media Greater awareness of the holiday environment through
the travel and non-travel media: Holiday, Wish You Were Here The Travel Show, Rough Guide Economic Relative strength of the pound/exchange rates Economic stability
Demand Determinants External Determinants Political Government legislation and policy Immigration restrictions and visa requirements Civil disorder, terrorism and perception of risk International conflicts Taxation policy - airport taxes and tourist taxes
Demand Determinants External Determinants Tourism Industry Advertising campaigns Loyalty programmes and discounting New product development/event experiences
Technology Ultimately: technology has effectively lowered costs and
made tourism more accessible
Defining Demand —  The Experience Economy Absorption
Entertainment
Educational
Passive Participant
Active Participant Esthetic
Escapist
Immersion
Defining Demand The Experience Economy
Entertainment ‘to sense’
Education ‘to learn’
•
•
• •
Improves the participant's mood/experience absorbed through senses Participation can be passive and/or active Can be added to other realms to improve Entertainment experiential quality Entertainment
Esthetic ‘to be there’ • •
Esthetic Enriches participant through improved Esthetic
design, comfort and beauty of space and furnishings Immersion in the event or environment but having little impact on it
Expands participant's knowledge and/or skills • Participation is active • Educational Can be fused with education to create "edutainment." Educational
Escapist ‘to do’
Escapist • Escapist Participation tends to be active •
Participant tends to be actor in the performance
Defining Demand The Branded Customer Experience
Profitable growth Branded experience Predictable experience Random experience • Inconsistent • Unintentional
• Consistent • Intentional • Not differentiated • Not valuable
• Consistent • Intentional • Differentiated • Valuable
• The goal
Defining Demand —  The Consumer
Decision-Making Process
Defining Demand Cooper et al (1993) Energisers of demand
Forces of motivation which lead to action
Filters of demand
Constraints on motivation: economic, sociological, or psychological factors
Affecters
Factors which heighten or dampen energisers which lead to action
Defining Demand Cooper et al (1993) Roles
The role played by the family members in the decisionmaking process
Demand Models Schmoll (1977)
Understanding Demand Activity 3: •  Consider why an understanding of demand is so important to the tourism and event industries...be prepared to share your views...
Understanding Demand Why is an understanding of demand important? Integral to the tourism and event planning process Impacts on product development, training and
organisational business and marketing strategies Proactive not reactive approaches to tourism and event development The tourism and event market is heterogeneous encompassing a wide range of consumer behaviours An awareness of the needs, purchase motives and decision process associated with the consumption of tourism and events Customer expectations; exceeding customer’s expectations is seen as unique customer service
Understanding Demand Why is an understanding of demand important? The impact and effect of marketing strategies The possible perception of risk for tourism purchases Consumer price sensitivity and discretionary spending
potential The different market segments based upon purchase behaviour Consumer demand is not constant and habits change over time
Typologies of Behaviour Plog (1973)
Typologies of Demand Typologies of Consumer Behaviour
Evolution of the Tourist Environment
Poon (1995)
Evolution of the Tourist Environment
Poon (1995)
Summary At the end of this session you should be able to: Define demand in the context of tourism and events Highlight the factors influencing the demand for the tourism
and event product including behaviour, motivation and determinants Place the demand for tourism and events in the context of
conceptual models Highlight typologies that have been developed around
consumer behaviour Identify alternative frameworks for examining changes in
visitor demand