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51 Cards in this Set
- Front
- Back
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Travel Motivations |
- climate/environment - relaxation - adventure/something new - personal reasons - visiting friends & relatives - educational - seeing other cultures |
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Push Factors |
[demand factor - urging us to go somewhere] internal psychological |
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Pull Factors |
[supply factor - where to go] external - something attracts tourists stress benefits of a destination marketing activities create pull factors |
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Maslow's Hierarchy of Needs |
1. self-actualization 2. self-esteem 3. Love/belonging 4. safety needs 5. physiological (top to bottom listed in order) |
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Beach and Ragheb’s Components of Motivation |
- Intellectualcomponent - Exploring, learning - Social component - Relationships,friendship - Competence-mastery - Mastery,achievement, competition - Stimulus-avoidance component - Solitude,rest, relaxation |
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VFR |
Visit Friends & Relatives first gen. traveler - stay with family, spend less later gen. traveler - less like to stay with family/friends, spend more on creature comforts, take tours "journey to their roots" |
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Self-Actualization |
the end goal of leisure leisure time offers chance of introspection visiting unfamiliar cultures & wilderness brings the self to the fore |
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Why Travel? |
The buyerwill take the vacation if he perceives that it will satisfy a need importantto him. The buyerwill also travel if he has learned that it will satisfy a particular need. |
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Tourist's Learning Process |
- learn fromvacations what types of traveling are most satisfying - tourists who havetraveled internationally generally have more alternate destinations - the more satisfied=fewer alt. dest. next time - learn thequalities that satisfy them, and seek them when planning future trips |
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Consistency vs. Complexity |
- People seek to maintain consistency in lives - Complexity adds satisfying change - Too muchconsistency = boredom - Tourists tendto balance consistency with complexity for an experience that is comfortableand exhilarating. |
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What are considered the traditional tenets oftourism? |
sun sea sand sex |
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Why do you search information? |
travel decision making is complex - destination, trip length, activities, accommodations |
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Internal vs. External Search |
internal - examine own experiences/memory external - online, other credible sources, agents |
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Auto Travelers |
traveling by car to save money Asian travelers more like to travel by car |
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Travel Opinion Leaders (TOLs) |
- Well-traveled,experienced people - Would-betravelers turn to them for advice - Actas channels for information |
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Process of Perception |
- We runincoming information through the filters of our preferences, needs, and wants - perception influenced by family/friends - info received is distorted by people's perceptions - people perceive things differently - perceptions can change through convincing evidence |
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Perceptual Bias |
- we don't make decisions on information, but on how we perceive the information - strongpreferences strongly affect how new information is perceived. |
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Image Organic vs. Induced |
organic - formed on external information about the location, forms first, the stronger of the two images induced - result of tourist-directed information |
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Image Attribute based vs. Holistic |
attribute based - specific features (friendly, sunny, scenic) holistic - overall sense of place (adventure, laid back, rugged) |
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Image Functional vs. Psychological |
functional (more tangible) - physical, measurable like activities & entertainment psychological (more abstract) - friendly, relaxed, something new |
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Perception of Distance |
affects decisions - where to go, how long tostay, how to travel socioeconomic factors influence distance traveled not constant - inward appears shorter than outward |
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The Real Self |
the objective person |
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The Self-Image |
how consumers makepurchases that will maintain their image |
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The Ideal Self |
what we would like to be |
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Traveler's Buying Process (hierarchical) |
1. attention & awareness 2. knowledge & comprehension 3. attitudes, interest, & liking 4. evaluation, preference, & desire 5. intention & conviction 6. purchase, trial, & action 7. adoption |
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Attention & Awareness |
- individual may be unaware of the destination - mass media advertising is very effective at this stage - destination has to be brought to awareness & attention of potential traveler - individual makes decisions with little info of destination - will it meet my needs & wants - is it possible to go? |
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Knowledge & Comprehension |
- customer’s attention has been caught - beginningof the search for more info, buyersunfamiliar with destination need simplified information - media should be chosen that can convey a lot of info (internet, magazines, newspapers) |
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Attitudes, Interest, & Liking |
- buyer develops all 3 - positive attitudes should be reinforced - negative should be corrected - attitudes hard to change |
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Evaluation, Preference, & Desire |
- customer develops apreference for a certain area - most effectiveadvertising at this point: testimonials & comparisonadvertisements - decoy effect - target (intended sale) & decoy (not intended sale) should make target more appealing |
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Intention & Conviction |
buyer is convinced intention to purchase precedes the actual purchase |
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Purchase, Trial, Action |
- barrier to travellikely to be time or money - the marketershould seek a product to breach the barrier Example: fly-cruisepackages |
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Adoption |
- traveler becomes a repeat purchaser - first travel experience is important because repeatpurchases are common, but not after a bad experience |
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Cognitive Dissonance |
- buyer discomfort caused by post purchase conflict - verydifficult to switch = changetheir attitudes (more positively) - somewhat difficult to switch = findsome evidences to justify our decisions - something easy to switch = go for other alternatives |
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Most travelers begin to plan trips _________daysbefore departure |
30 |
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Influence of Children |
children affect: whetherto go on vacation, whatdates to go, whereto go, whereto stay, whatto do |
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Business Travel Market |
“bread and butter” market for tourism - regular business travel - business travel related to meetings conventions, and congresses - incentive travel |
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The Frequent Flyer |
- FrequentFlyer programsRecently have become lessappealing, rewards fewer - businessflyers very constrained by time, they value legroom, schedules, and seatcomfort. |
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Women Business Traveler |
- in 2000, they were 50% ofall business travelers - generally over 40, married, have no children - not members of hotel frequent guest program - don't book online - incorporate leisure time into trip - eat away from hotel when traveling with others; eat at hotel when alone |
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Trend of Business Travel |
- pleasure business trip - bringing spouses, children, friends - purchase more services at detination than leisure travelers |
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Meetings, Conventions, & Congresses |
- services considered important to planners: Non-smoking rooms, concierge, 12-hour roomservice, gift shop - adequatemeeting facilities are a must - majority held in downtown hotels - baby boomers want: fewerweekend meetings, opportunity to include the family, greater emphasison learning |
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Meeting, Convention, Congress Predictions |
1. Second-tier cities will compete withfirst-tier cities for their business 2. Meeting planning cycles will continue toshorten 3. Planners will block fewer rooms |
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Pleasure & Personal Travel |
-aka leisure travel - mostimportant elements when selecting the destination:Safety, Available activities, Nearby friends/family - autotravel accounts for 81% of leisure travel in America - Onein four pleasure trips includes children. |
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Gaming Market |
- the west in the US is greatest destination - gamblers generally: older, single/no children, less education than those who don't gamble - types of casino locations: transient, destination |
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The Cruise Market |
Marketsegments:Enthusiastic Baby Boomers, Restless Baby Boomers, Luxury Seekers, Consummate Shoppers, Explorers, Ship Buffs |
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Spacial Distance |
- present/absent of past/present international connectivity - reciprocity of travel flow - The travel time and costs involvedwhen going between origin and destination points |
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Supresed Demand |
- Comingfrom the number of people who do not travel -Dueto lack of time and income |
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Potential demand |
Peoplewho are inclined to travel if the factor that prevented from traveling wereremoved |
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Origin factors |
- increasing population can afford travel - distribution and destiny ofpopulation: rural & urban - politics - demographics & lifestyle: discretionary income, family status, education |
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Destination factors |
climate land surface conditions safety |
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An increased willingness to travel greaterdistances |
An increased willingness to travel greater distances |
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Travel Flows - Trends |
1.People have ventured farther from home 2.There has been a constant north-south movement - movement from colder,northern countries to warmer, southern areas 3.Europe has maintained its prominent role as a destination andregion of origination despite recent loss of market share |
