Visitor behaviour

Key principles

David Ward-Perkins, October 2021

The objectives of this course

To understand:
• How and why visitor behaviour is a determining factor in any tourism initiative,
development or ongoing programme;
• How visitor behaviour can be defined, analysed and measured;
• How to integrate visitor behaviour analysis into the planning and development
of tourism

To illustrate the second point: example of a theme park.

Theme park example

The theme park location is about 45 km from the two large towns.
On the basis of research:
30% of families willing to drive >50 km for a family outing.
20% to drive 40-50 km.
50% would prefer not to drive further than 40 km.

How confident is the theme park of being able to attract families?

Supply and demand: the supply

The offer Key criteria for success:

quality of the offer;
quality of access, of
services; etc.

Access Services Etc.

Example of spa
Choices

Spa A
The Criteria for quality and
consumer attractiveness
established by the
consumer
Spa B

Spa C
 Supply and demand

Spa A’s The

offer consumer

Spa B
Services,
Access
etc. Spa C

Is the consumer ‘grey’, ‘green’ or ‘blue’ ?

Consumer profiles
Consumer 1 (Jane):
- 55, two children at university;
- Has own business in a prosperous suburb;
- Plays occasional tennis, likes swimming.

Consumer 2 (Kiera):
- 35, no children;
- Manager in a high-tech firm in central Paris
- Preferred sports: climbing, windsurfing
In relation to any offer, everyone has a profile

A profile is an amalgamation of characteristics

Gardens example

Somewhat - 40
Do you love
gardens and Not much - 30
visiting
gardens?

Yes - 20
Very much - 15
Additional factor: age

Love gardens Over 50