Greeks’ Consumer behaviour in tourism
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Transcript of Greeks’ Consumer behaviour in tourism
Tziora Nektaria
CONSUMER BEHAVIOUR IN TOURISM
CASE STUDY: GREECE
2
PLANNING FOR THE FUTURE
Tourism is the most important economic Industry in Greece
The Impact of economic Crisis on Tourism
Consumer Behaviour and Tourism Marketing
3
TOURISM MODELS
Mass Tourism vs. Sustainable Tourism
Homogenization vs. Differentiation
Packaged Holidays vs. Individual Experiences
From 4S to 4E Environment, Education, Events, Entertainment
4
Plog’s Model of Traveler Types The Psychocentric Tourist a.k.a. “the Repeater”
Non adventurous Complete relaxation Pre-organized
itinerary Prefer familiarity
and The mid-centrics
The Allocentric Tourist a.k.a. “the Wanderer”
Seek variety and experience
Travel at own pace Interested in
authenticity and local cultures
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The Push and Pull Travel Motives: Demand and Supply
Psychogenic Needs Escapism Social Interaction Being with the Family Entertainment Pure Relaxation Adventure Novelty etc.
Destination Attributes Beautiful Scenery Historic & Cultural
Resources Accommodation &
Transportation Recreational Activities Festivals & Events etc.
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Tourism Statistics
More & Shorter Trips
2 out 3 stay at Friends & Relatives Homes
Cut back on other Expenses than lose out on their Holiday
Peer Travelers influence Destination & Transportation Choice
Heightened Interest in Niche Markets (VFR, Creative Tourism, Wellness & Spa)
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Special Interest Tourism
Alternative Tourism, including Rural, Cycle, Wine & Food, Aboriginal
Varied Tourism Product for varied Market Segments
Priority of the Greek Tourism Development Strategy, esp. Maritime and Coastal Tourism
Challenges and Opportunities for Sustainable Tourism Development
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AN EMPIRICAL RESEARCH
HIGHLIGHTING GREEK TOURIST BEHAVIOUR
Is Tourism & Traveling still a priority for the Greek people?
What really drives Tourist Behaviour?
Are sustainable Tourism Models on the Rise?
9
Methodology Online Questionnaire with Limesurvey
Distributed through Facebook, LinkedIn, E-mail
7 thematic Sub-Categories
Question types: Likert scale, ranking, dichotomous,
multiple choice
Convenience Sample: 125 people
10
Demographic Data Gender:74 Female, 51 Male
Age group:20(18-25), 48(26-35), 35(36-45), 19(46-55),
3(56-65)
Marital status: 64 Single, 50 Married, 11 Divorced, 35
with minor children
Education:13 Vocational Training, 41 University Degree,
49MSc, 13PhD
Profession: 13 Students, 26 Employees, 54 Public
servants, 19 Self employed, 12 Unemployed, 1 Pensioner
Monthly income: 30(0-500), 36(501-1000), 45(1001-
1500), 11(1501-2000), 3(2001+)
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1. HOLIDAY TYPESMost important type of Holiday
Summ
er h
olid
ays
Wee
kend o
r 3d
ays bre
aks
Win
ter hol
iday
s
Christ
mas
/Eas
ter hol
iday
s
Busines
s / E
ducation
al trips
0
20
40
60
80
100
120
100
40
1024
14
12
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
How important are these factors by holiday plan-
ning?
DestinationAccomodationDurationMeans of transportDegree of personalized customer service
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Preference for Quality & Independence
8%
50%
37%
5%
Preferred Means of Transport.
Organized coach/bus tours
Road trips
Travel by plane
Cruises
A chained brand/well known hotel
Thematic park
Medium to low scale hotel/ hostel
Camping
Self-catering appartment
Sublend a room
Stay with friends/relatives
45.60%
1.60%
16.00%
8.80%
20.80%
1.60%
5.60%
Preferred Type of Accom-modation
14
Interest in packaged Holidays
93%
7%Being able to cus-tomize your holiday package to suit your needs and wishes Not having to think of anything resting assure that your travel agency will plan every detail of your holidays
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2. TRAVEL MOTIVATION
Sun and Sea
Health and rejuvenation
Sport events
Religion
Visiting friends and relatives
Back to nature
Escape from the daily routine
Adventure, eg canoe, kayak
Other
65.60%
25.60%
2.40%
2.40%
19.20%
11.20%
80.00%12.80%
5.60%
Most significant travel motivator
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Tourism Models TrendsPast – Present - Future
Sun Sea and Sand
Friends and Relatives
Culture and Sightseeing
Adventure tourism
10 30 50 70 90 110
Sun Sea and Sand
Friends and Rela-
tives
Culture and
Sightsee-ing
Adventure tourism
5 years ago
103 39 41 17
this year
92 48 35 6
next year
77 38 51 20
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3.DESTINATION SELECTION
Quality level of offered services
Cost/price
Environmental concerns/sensitization
Value for money
Offering personalized customer service
Other
28.80%
64.80%
3.20%
58.40%
7.20%
1.60%
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4. SPECIAL INTEREST TOURISM
13%
87%
Are you familiar with the term
Special Interest Tourism (SIT)?
Yes (Y)No (N)
31%
69%
Have you ever tried some form of
SIT ?
Yes (Y)No (N)
19
27%
9%
45%
18%
Why haven't you tried so far any Alternative Tourism Package?
High cost/ex-tremely ex-pensive Not available where I live My travel mates aren't interested in such forms of tourism Other
Yes (Y) No (N)0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Satisfaction Degree of S.I.T.
Would you recommend it to friends?Would you try some-thing similar again?
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5. THE ROLE OF BUDGET
0
40
80
120
NOYES
21
Main Reason for not taking a Holiday
Pers
onal
/ Fam
ily re
ason
s
Fina
ncia
l rea
sons
Lack
of t
ime
No m
otivat
ion
Other
17.60%
64.80%
9.60%4.80% 3.20%
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6. THE ROLE OF TIME
7%3%
33%
7%
50%
Holidays Frequency in one Year for People
with 0-500€ monthly Income
3-4 times5 or moreTwiceNeverOnce
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7. TOURISTS’ PROFILES
LonerGregarious
CautiousAdventurous
0
5
10
15
20
25
30
3
26
3
26
Personality Type that is famil-iar with S.I.T.
24
Daily Lifestyle & Tourist Choices
as a Hobby as a Tourist Motive0%
5%
10%
15%
20%
25%
30%
26%
3%
Food & Wine
25
Eco-awareness & Nature-Lovers
40.80%
3.20%
26
Escapism is feminine
Men Women
18.75%
81.25%
Seeking Adventure
Men Women
40.80%
59.20%
Wanting to Escape
27
Consumer Awareness
Are you aware of your influence as a consumer of tourist products and services?
53.60%
69.60%73.60%
46.40%
30.40%26.40%
YES NO
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CONCLUSIONS People need Holidays
Tourism driving Forces Socio-economic and Cultural Influences Personality Attributes
Towards a sustainable Tourism Need for Education, Awareness & Sensitization, Targeted Promotion (Trendsetting)
29