THM 1006 Paripan Keawnet
Tourist Behavior ď‚– ď‚™ Tourist behavior has a long history dating back over 2000 years. Modern forms Heath tourism are simply a continuation of a tradition that date back Roman times. Mass tourism forms Christian pilgrimages are now specialist niche markets.
Model of consumer behavior
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ď‚™ Many existing model of consumer behavior in tourism are generally much simpler than general consumer behavior
Most of the motivation ď‚– ď‚™ Motivation (group) can divided into six distinct . 1. Physical 2. Emotional 3. Personal 4. Personal development 5. Status 6. cultural
The motivation 1. 2. 3. 4.
Motivation of any individual tourist are Personality Lifestyle Past experience Personal circumstance, including family situation and disposable income
Tourists may well have more than one motivator at any one time. Different types of tourism product are associated with different motivating factors, example: museums and theme park visits are stimulated by different motivations generally.
Determinants There are two types of determinants of tourist behavior 1. 2. 1. 2. 3. 4.
Those which are personal to the tourist Those which are external to the tourist Determinants of Personal tourist are Personal circumstanced Knowledge The experience Attitudes and perception
Determinants ď‚– ď‚™ Determinants of external tourist are 1. The views of friends and family 2. The marketing activities of tourism industry 3. The influence of the media 4. Nation political :economic ,social and technological factors 5. Global political, economic, social and technological factors
The main purchase decision-making model
ď‚– ď‚™ A number of weakness 1. They are often based on little or no empirical research. 2. Many are now at least fifteen years old and do not take account of recent changes in patterns of purchase behavior. 3. Most are based on experiences in the traditional markets such as Europe and USA. 4. They are too simplistic to explain the complex process of purchasing a tourist product.
Typologies of tourists ď‚– ď‚™ Many academic typologies of tourists are flawed. 1. Rarely differentiate between different nationalities and cultures. 2. tend not to recognize that tourists can move between categories and rarely always remain in one category. 3. Do not usually recognize that holidays choice than the true desire of the tourist. 4. Often have methodological weakness such as being based on small sample.
Typologies of tourists Typologies of tourist are clearly similar to the concept of market segmentation Although the former are theoretical while the latter is concerned with applications and practice in marketing.
The global tourism market
The major growth in tourist arrivals is being seen in Asia and the Pacific . Europe is experiencing relative decline in its share of world tourism. There are significant difference between countries in terms of tourist behavior in domestic, outbound, and inbound tourism.
The segment of tourism market
Tourism is not a single market A series of submarkets ,all of which have their own characteristics. 1. The family market 2. The backpacker market 3. Hedonistic tourists 4. Those visiting friends and relatives 5. Educational tourists 6. Religious tourists 7. The ‘snow bird’ market 8. Ethnic minority tourists 9. Tourists with disabilities 10. Retired people 11. Short –breaks takers
The different sectors of tourism
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ď‚™ There are also variations in consumer behavior with in the different sectors of tourism 1. Accommodation 2. Visitor attractions 3. Destinations 4. Transport operators 5. Tour operators 6. Retail travel
Business tourism
Business tourism is very different in terms of consumer behavior from leisure tourism. 1. Frequency of trips 2. Duration of trips 3. When purchase decisions are made 4. Who makes purchase decisions In business tourism ,we see the difference between customers and consumers.
Research on tourist behavior
ď‚– ď‚™ Research on tourist behavior is weak in a number of respects 1. The facts that much quantitative data is outdated and based on small samples , which mean the results are open to question. 2. The relative lack of sophistication in terms of qualitative research on how and why tourists make their decisions.
Affect of Consumer behavior marketing
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ď‚™ Consumer behavior affects every aspect of marketing 1. Product development 2. Pricing strategies 3. Distributive channels 4. Promotional campaigns
Green tourist A green tourist ,There are instead ‘shades of green consumer in tourism , some tourists are not all green. There are significant differences between nationalities in terms of tourists attitudes towards the environment.
A growth of a number of emerging markets in tourism
Eco-tourism The phenomenon of direct booking Children-only holidays All-inclusive vacations Budget cruising Outbound tourism from Asia and Russia ‘no-frills’ airline travel The international wedding market Couples-only holidays Visiting sites associated with popular culture such as films and television programs Visits to religious re treats Taking trips designed to improve the health of the tourist
Global tourist , tourist satisfaction
There is no apparent evidence for the idea that we are seeing the emergence of the ‘global tourist’ or even the ‘Euro tourist’. Quality in tourism is a jigsaw where ,if any piece is missing, the customer will be dissatisfied. Tourist dissatisfaction is largely a result of gaps between expectations and perceived outcomes , viewed from the perspective of the tourist. The concept of quality and the expectation of tourists change overtime.
Factors of influence tourist satisfaction
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ď‚™ There are many uncontrollable factors which influence tourist satisfaction 1. Weather 2. Strikes 3. Harassment of tourist by beggars the traders 4. Difficulties within the destination such as hygiene problems, poor infrastructure , and crime 5. The behavior of other tourists
The end of course THM 1006 Tourist behavior
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