Bachelor's Degree in Tourism & Hospitality Management

28006 – Tourism Market

2.2. Tourism Consumer Behavior

Lecturer: Jorge Peralta

jorge.peralta@iqs.url.edu
 2.2. Tourism Consumer Behavior

2.2. TOURISM CONSUMER BEHAVIOR

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 2.2. Tourism Consumer Behavior

2.2. TOURISM CONSUMER BEHAVIOR

Decision-making
Consumer behavior
Energizers and effectors
Roles
Models
Buying decision
Consumer purchase stages

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 2.2. Tourism Consumer Behavior

2.2. TOURISM CONSUMER BEHAVIOR

2.2.1. The individual decision-making process

2.2.2. The fundamentals of consumer behavior and tourism
2.2.3. Energizers and effectors of demand
2.2.4. Roles and decision-making progress in tourism
2.2.5. Models of consumer behavior in tourism
2.2.6.The buying decision process in tourism
2.2.7. Consumer purchase stages

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2.2.1. The individual decision-making process

Perceptions

Images
Travel
motivations
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2.2.2. The fundamentals of consumer behavior and tourism

• Energizers of demand (forces of motivation)

• Effectors of demand (consumer’s ideas, knowledge,…)

• Roles (individual, family role, group, generation)

• Determinants of demand (ability to travel: income, values,

risk perception,…)

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Consumer decision-making framework (2.2.2.)

Psychology
+
Sociology
+
Economy
+
Marketing

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2.2.3. Energizers and effectors of demand

* Motivation
Maslow’ Pyramid of needs (2.2.3.)

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2.2.3. Energizers and effectors of demand

7 motivation elements (Dann, 1981)

• Travel as a response of lacking desire

• Destination pull in response to motivational push
• Motivation as fantasy
• Motivation as classified purpose
• Motivational typologies
• Authenticity of tourist experience
• Place-Visitor Relationship (PVR)

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 2.2. Tourism Consumer Behavior

2.2.3. Energizers and effectors of demand

4 motivation categories (McIntosh, Goeldner and Ritchie, 1995)

• Physical motivators
• Cultural motivators
• Interpersonal motivators
• Status and prestige motivators

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2.2.3. Energizers and effectors of demand

Some notes from literature:

• Travel is a need and a want moving between “push” and

“pull”

• Motivation is grounded in sociological and psychological

aspects

• Destination marketing influences

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2.2.4. Roles and decision-making progress in tourism

• Cohen’s classification shows a 4 steps scale between

• Familiarity vs. Novelty

• Curiosity vs. Security

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Cohen’s classification of tourist (2.2.4.)

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2.2.4. Roles and decision-making progress in tourism

• Cohen`s classification

Who are you?

a) Organized mass tourist
b) Individual mass tourist
c) “Explorer”
d) “Drifter”
Justify your choice with an example

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2.2.4. Roles and decision-making progress in tourism

• Other roles:
• Family role and influence
• Push vs. Pull
• Generation impact: Boomer, X, Y, Z
• Holiday image (cognitive vs. affective; pre-during-post)

• What are your roles?

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2.2.5. Models of consumer behavior in tourism

• Research from 1930’s
• How will you analyze as a professional…
the Tourism Consumer Behavior
the Tourism Decision-making process
the Tourism Buying decision process?

• How different are from product purchase?

• How rational do you think they are?
• How different could it be in the next future? Why?
• How important do you think is to look at the research?

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2.2.6.The buying decision process in tourism

• Different authors have researched the process.

Reflect on your experience

• How important is a travel purchase in your personal economy?
• Which level of involvement do you have when deciding a
travel?
• Which tangible elements do you
consider?
• How long does it take you the
decision process?

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Model of consumer behavior (2.2.6.)

Draw your tourism buyer decision model (by steps)

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Model of consumer behavior (2.2.6.)

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W.C.R. model of consumer behavior (2.2.6.)

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The Schmoll model (2.2.6.)

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Travel-buying behavior (2.2.6.)

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Mathieson and Wall Model (2.2.6)

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Woodside and Lysonski model (2.2.6)

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Activities-based model of a destination choice . Moscardo et al.

(2.2.6.)

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2.2.7. Consumer purchase stages

• Purchase stages:
• Pre-purchase
• Purchase
• Post-purchase

• Consumer considerations by stage

• Marketing considerations by stage

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Consumer purchase stages (2.2.7)

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STAGE Consumer Considerations Marketing Considerations

1- Pre- Image formation Consumer attitudes

purchase Motivation Product positioning
Level of involvement
Information
2- With or without Factors affecting stage
Purchase intermediaries (internal and external)
Pleasant-unpleasant stage
3- Post- Satisfaction Repetition and engagement
purchase Impacts Recommendation

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TOURISM CONSUMER BEHAVIOR Glossary

• Buyer-decision process
• Decision-making process
• Destination image
• Determinants of Demand
• Effectors of Demand
• Energizers of Demand
• Generation: Boomer, X, Y, Z
• Infotainment
• Push, Pull
• PVR
• Risk perception

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Questions?