ΕΛΛΗΝΙΚΗ ΔΗΜΟΚΡΑΤΙΑ

Ανώτατο Εκπαιδευτικό Ίδρυμα Πειραιά

Τεχνολογικού Τομέα

Αγγλική Τουριστική Ορολογία

Ενότητα 2: Tourism consumer behaviour

Κουτσογιάννη Ευαγγελία
Τμήμα Διοίκηση Επιχειρήσεων
 Άδειες Χρήσης
• Το παρόν εκπαιδευτικό υλικό υπόκειται σε άδειες
χρήσης Creative Commons.
• Για εκπαιδευτικό υλικό, όπως εικόνες, που υπόκειται
σε άλλου τύπου άδειας χρήσης, η άδεια χρήσης
αναφέρεται ρητώς.

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 Χρηματοδότηση
• Το παρόν εκπαιδευτικό υλικό έχει αναπτυχθεί στα πλαίσια
του εκπαιδευτικού έργου του διδάσκοντα.
• Το έργο «Ανοικτά Ακαδημαϊκά Μαθήματα στο Ανώτατο
Εκπαιδευτικό Ίδρυμα Πειραιά Τεχνολογικού Τομέα» έχει
χρηματοδοτήσει μόνο τη αναδιαμόρφωση του εκπαιδευτικού
υλικού.
• Το έργο υλοποιείται στο πλαίσιο του Επιχειρησιακού
Προγράμματος «Εκπαίδευση και Δια Βίου Μάθηση» και
συγχρηματοδοτείται από την Ευρωπαϊκή Ένωση (Ευρωπαϊκό
Κοινωνικό Ταμείο) και από εθνικούς πόρους.

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 Σκοποί Ενότητας
In this section you will learn key terms and expressions
related to theoretical aspects of tourism, more
specifically
• The role of motivation studies in explaining why people go on
holiday;
• The different motives used to develop classifications of
tourists.

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 Περιεχόμενα Ενότητας
• Tourism consumer behaviour
• Why do people travel?
• Tourism demand
• Tourist typologies
• Plog’s theory
• The allocentric type
• The phychocentric type
• Cohen’s classification of tourists
• Exercise 1-3

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 Tourism consumer behaviour
1

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 Why do people travel? (1)
An understanding of motivation is the key to understanding
tourist behaviour, answering the question why people travel.
Based on general theories of motivation, tourism authors have
developed a diversity of approaches applied to tourist
motivation.
Mcintoch, Goeldner and Ritchie (1995) relate motivation to the
purpose of the trip and list four categories of motivators:
• Physical motivators which are related to refreshment of body and
mind, health purposes, sport and pleasure;
• Cultural motivators which are identified by the desire to see and
know other cultures, that is to find out about the natives of a
country, their lifestyle, art, folklore, etc.;

Source: Mcintoch,R.W. ,Goeldner,C.R.& Ritchie,J.R.(1995) Tourism

Principles,Practices,Philosophies. NY: Wiley.

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 Why do people travel? (2)
• Interpersonal motivators which are related to a
desire to escape from the home environment and
routine relationships; and
• Status and prestige motivators which are concerned
with the desire for recognition and attention, in
order to boost the personal ego. This category also
includes personal development in relation to the
pursuit of hobbies and education.
Source: Mcintoch,R.W. ,Goeldner,C.R.& Ritchie,J.R.(1995)
Tourism Principles,Practices,Philosophies. NY: Wiley.

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 Tourism demand
Tourism demand is the outcome of tourists’ motivation.
Demand for tourism is influenced by a number of factors.
Differences in travel motivators, images, perceptions and
attitudes, or availability of time and money have an important
influence on travel decisions.
• Motivators explain why people want to travel and they are
the inner urges that initiate travel demand;
• Images are ideas and impressions relating to products and
destinations;
• Perceptions are impressions of, say, a destination or travel
company and are determined by factors which include family,
education and work experience;
• Attitudes depend on an individual’s perception of the world.

Source: Cooper,Ch. Fletcher,J. Fyall,A. Gilbert,D.& Wanhall,St. (2007)

Tourism, Principles and Practice. Pearson Education.
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 Tourist typologies
The interaction of personality attributes such as attitude,
perceptions and motivation allow different types of tourists to
be identified. Typologies, in addition to their academic interest,
are of practical importance in describing market niches as a
basis for product promotion.

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 Plog’s theory
Stanley Plog proposes a theory that associates the
popularity of a destination to the inherent personalities of
travelers. Plog suggests that travelers can be classified into
the following types based on their different personalities:
•the allocentric type and
•the psychocentric type
The majority of the population fall in between these
extremes in an area which Plog terms the midcentric type.
Source: Plog, S. (1987) “Understanding psychographics in tourism
research”. In Ritchie and Goeldner.(eds.) (1994) Travel, Tourism, and
Hospitality Research: A Handbook for Managers and Researchers.
London:Wiley and Sons.
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 The allocentric type
• An allocentric tourist is a person who seeks new experiences
and adventure in a variety of activities.
• This person is outgoing and self-confident in behavior. An
allocentric person prefers to fly and to explore new and
unusual areas before others do so. Allocentrics enjoy meeting
people from foreign or different cultures.
• They prefer good hotels and food, but not necessarily modern
or chain-type hotels. For a tour package, an allocentric would
like to have the basics such as transportation and hotels, but
not be committed to a structured itinerary. They would rather
have the freedom to explore an area, make their own
arrangements and choose a variety of activities and tourist
attractions.

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 The phychocentric type

• Psychocentrics are more conservatively oriented. They tend to

be inhibited and non-adventuresome. They prefer to return to
familiar travel destinations where they can relax and know
what types of food and activity to expect.

• Psychocentrics prefer to drive to destinations, stay in typical

tourist accommodations, and eat at family-type restaurants.

• When arranging a package tour, psychocentrics would prefer a

heavily structured itinerary so that they know what to expect.
Safety and security are very important to this group.

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Cohen’s classification of tourists (1)
While destinations may be enjoyed as novel, most tourists
prefer to explore them from a familiar base. The degree of
familiarity underlies Cohen’s typology in which four tourist types
are identified. (Cohen,E.1972 “Towards a sociology of
international tourism” Social Research 39(1)

• The organized mass tourist: Low on adventurousness he/she is

anxious to maintain his/her “environmental bubble” throughout
their trip. Typically purchasing a ready-made package tour off-the
shelf, he/she is guided through the destination having little contact
with local culture or people.

• The individual mass tourist: This type of tourists is similar to the

organized mass tourist but more flexibility and scope for personal
choice is build in. However, the tour is still organized by the tourism
industry and the “environmental bubble” shields him/her from the
real experience of the destination.

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Cohen’s classification of tourists (2)
• The explorer: The trip is organized independently and is
looking to get off the beaten track. However, comfortable
accommodation and reliable transport are sought and, while
the “environmental bubble” is abandoned on occasion, it is
there to step into if things get tough.
• The drifter: This type of tourists goes further away from the
“environmental bubble” and from the accustomed ways of life
in his/her home country. All connections with the tourism
industry are spurned. With no fixed itinerary, the drifter lives
with the local people, paying his/her way and immersing
him/herself in their culture.

Source: Boniface and Cooper (2005) The Geography of Travel and

Tourism. Elsevier Butterworth-Heinemann.

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 Exercise 1
•Comprehension
Complete each sentence (1-5) with one of the endings (a-e).

1. Demand for tourism is a. are linked to specific forms

2. Individual differences in
attitudes, images and
motivation
3. A grasp of consumer
decision processes is
essential
4. The types and
phychographics of tourists
5. The concept of motivation
Key: 1-b 2-c 3-d 4-a 5-e
of tourism and tourist
needs.
b. normally defined in terms of
the number of tourists.
c. have an important influence
on travel decisions.
d. for tourism managers to
predict demand for tourism.
e. is a major determinant of
tourist behaviour.
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 Exercise 2 (1)
•Comprehension
Match the descriptions below with the tourist types as identified by
Cohen: the organised mass tourist, the individual mass tourist, the
explorer, the drifter
1. A guided tour in an air-conditioned bus traveling through
the countryside is a typical example of this type of tourist.
Organised mass tourist
2. They tend to make their trips wholly on their own, live with
the local people and often take odd-jobs to keep
themselves going. Drifter

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 Exercise 2 (2)
3. The trip was organised by thr tourism industry but this type
of tourist has a certain amount of control over their time
and itinerary, and is not bound to a group.individual mass
tourist
4. The itinerary is decided in advance, and all the attractions
and stopping points are well fixed and guided. Tourists have
almost no decisions on their trip. Organised mass tourist
5. The trip is organised independently; they try to go
somewhere unusual, but still retain some of the basic
routines and comforts of their native way of life. explorer

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 Exercise 3 (1)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
A tourist typology reflects types of tourists according to such
criteria as, ________, interests and styles.
a. motivators
b. motives
c. motivation

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 Exercise 3 (2)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
Although an individual may be motivated to travel, the ability to
do so depends on a number of factors as the standard of living.
These factors are called _________ of demand and stimulate the
growth of tourism.
a. effectors
b. energisers
c. determinants

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 Exercise 3 (3)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
The forces of motivation that lead a tourist to decide to visit an
attraction or to go on a holiday are called __________ of
demand.
a. effectors
b. energisers
c. determinants

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 Exercise 3 (4)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
The interaction of personality _________ such as attitude,
perceptions and motivation allow different types of tourist role
to be identified.
a. traits
b. habits
c. attributes

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 Exercise 3 (5)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
Although Cohen’s typology cannot be ________ to all tourists at
all times, it does afford a way of organising and understanding
tourist activity.
a. adopted
b. applied
c. classified

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 Exercise 3 (6)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
Cohen found that the impacts of institutionalised tourism (dealt
with routinely by the tourism industry) were standardisation of
destinations, festivals and the development of __________.
a. facilities
b. authenticity
c. novelty

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 Exercise 3 (7)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
Cohen also identified the impact of on-institutionalised forms of
tourism upon the destination which he found that __________
as a “spearhead for mass tourism” as well as having a
“demonstration effect” on the lower socio-economic groups of
the host community.
a. affects
b. penetrates
c. acts

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 Exercise 3 (8)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
Tourism marketing will become more _________ if it develops a
full understanding of what influences the tourist’s consumer
behaviour.
a. effective
b. reliable
c. penetrating

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 Exercise 3 (9)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
Level of educational attainment is an important determinant of
_________ , as education broadens horizons and stimulates the
desire to travel.
a. holiday entitlement
b. travel propensity
c. mobility

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 Exercise 3 (10)
•Vocabulary
Click on the appropriate word or phrase to complete the
sentences.
There is no doubt that managing tourism demand is one of the
challenges for tourism in the twenty- first century, as the volume
of tourists grows and the remotest corners of the world are
visited.
a. bulk
b. volume
c. mass

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Τέλος Ενότητας