THM 1006

Paripan Keawnet

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.

Tourist Behavior

Many existing model of consumer behavior in tourism

are generally much simpler than general consumer behavior

Model of consumer behavior

Motivation (group) can divided into six distinct .

1. Physical

2. Emotional

3. Personal

4. Personal development

5. Status

6. cultural

Most of the motivation

Motivation of any individual tourist are

1. Personality

2. Lifestyle

3. Past experience

4. 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.

The motivation

There are two types of determinants of tourist

behavior

1. Those which are personal to the tourist

2. Those which are external to the tourist

Determinants of Personal tourist are

1. Personal circumstanced

2. Knowledge

3. The experience

4. Attitudes and perception

Determinants

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

Determinants

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.

The main purchase decision-making

model

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.

Typologies of tourists

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 global 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 segment of tourism market

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

The different sectors of 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.

Business tourism

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.

Research on tourist behavior

Consumer behavior affects every aspect of marketing

1. Product development

2. Pricing strategies

3. Distributive channels

4. Promotional campaigns

Affect of Consumer behavior marketing

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.

Green tourist

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

A growth of a number of emerging markets in tourism

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.

Global tourist , tourist satisfaction

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

Factors of influence tourist satisfaction

Question ? Ask ? Talk?

Thank you for your attention my class I hope you are Good Luck my exam

The end of course THM 1006

Tourist behavior