SHEENA S.

LABESORES

NESHE BANTOLINAO
CHAPTER 3 REPORTER
TOURISM AND
CONSUMER
BEHAVIOR
OBJECTIVE:
1. Identify the factors that influence consumer behavior
2. Discuss the stage of the buyer decision-making process
3. Explain the role of service quality in customer satisfaction
4. Differentiate individual versus organizational buyer
behavior; and
5. Enumerate the different model of consumer behavior
BELCH AND BELCH 2008
Consumer behavior is the process and activities people
engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of product and service to satisfy their
needs and desire.

FACTORS THAT INFLUENCE CUSTOMER

• Motivations BEHAVIOR
• Life style
• Culture • Life cycle
• Age and gender • Reference groups
• Social class • Personality and self-concept
MOTIVATIONS
- inner drive that make people take a specif ic plan of
action to satisfy there needs.

MASLOW’S HIERARCHY OF NEEDS

- is the most popular theory of motivation as it is able to
outline the different needs of man and rank them based on thee
degree of importance in a simple and easy-to-understand
manner.
 PUSH FACTORS PULL FACTOR
( Sociopsychological factors) ( Cultural Motives )
Escape from mundane Novelty
environment Education
Exploration and evaluation of
self
Relaxation
Prestige
Regression
Enhancement of
kinships/relationship
Facilitation of social interaction
Krippendorf (1987) elucidates that travel is motivated by a “going away from”
rather than “going toward” something.

The traveler’s motives and behaviors are self-oriented. Krippendorf

classifies these theories into eight explanation of travel which are:
1. Recuperation and regeneration
2. Compensation and social integration
3. Escape
4. Communication
5. Freedom and self-determination
6. Self-realization
7. Happiness
8. Broadening of the mind
CULTURE
The impact of culture cannot be disregarded in the study of consumer
behavior. Social scientist Geert Hofstede help explain how culture impact
the global marketing arena through his research work. The culture
framework of Hofstede can be use to explain the differences in consumer
behavior across countries and be use as guide in increasing efficiency in
global marketing.

1. Power distance
2. Individualism/collectivism
3. Masculinity and femininity
4. Uncertainty avoidance
5. Long-term and short-term orientation
Hofstede’s Cultural Framework as Applied to the Philippine Setting
AGE AND GENDER
Age pertains to the number of years a person has been living. Age
is a traditional way of segmenting the market as it greatly inf lu ence
consumer behavior.
Gender also inf luence consumer behavior. The female market is
steadily increasing and has been observe to be more discriminating than
its male counterpart. The gay market is also been seen by a marketers as
a market with a set of preferences different from the male and female
markets.

SOCIAL CLASS
The socioeconomic status of individual is still considered as one of
the most important external factors inf lu encing consumer behavior
(Hudson 2008). Social class is one’s position within the society and is
determined by factors such as income, wealth, education, occupation,
family prestige and value of home or neighborhood (Kotler et al. 2010)
LIFESTYLE
A lifestyle is a person’s pattern of living as expressed in one’s
activities, interest, and opinion (Kotler et al. 2010). Lifestyle are by no
means universal since they also interact with culture, economic situation,
and personality.

LIFE CYLE
It refers to the stages an individual goes through in their lifestyle.
The Family Life Cycle (FLC) Model (Pearce 1993) suggests that
travel patterns and destination differ as people move on through life cycle.
REFERENCE GROUP
Reference group are known to be a set of people who have a
direct or indirect influence on other people’s attitude or behavior. These
people can be a member of your family, a teacher or a classmate in
school, a boss or a colleague in your workplace, or your priest or pastor
in the church.

PERSONALITY AND SELF-CONCEPT

Personality refers to the distinguishing psychological
characteristics that lead to relatively consistent and enduring responses
to the environment.
A consumer’s self-concept refers to his/her personal mental
picture (Kotler et al. 2010)
THE BUYER DECISION MAKING-PROCESS
Decision-making is made after a through evaluation alternatives
because the product are expensive, complex, and possibly unrepeatable.
NEED RECOGNTION
Marketers needs to f in d out what people’s needs are, and they
should be there during the times these people need them . Needs are
triggered either by internal or external stimuli.

INFORMATION SEARCH
Once a consumer recognizes a specif ic needs, he/she may or
may not be prompted to search for more information. Information may
obtained through personal and commercial sources and the internet.

EVALUATION OF ALTERNATIVE
This stage allows prospective costumers to make detailed
comparisons of different products or service provider since they already
have sufficient information.
PURCHASE DECISION
This is the stage most awaited by tourism marketers. At this stage,
marketers should facilitate the speed and convenience by which the
products or services reach the consumers. Distribution networks should
be made available and access to the product made easy and fast.

POST-PURCHASE EVALUATION
It is extremely important for the product and services providers to
ensure that customers have a good experience with the product. This will
facilitate positive words of mouth.
CUSTOMER SATISFACTION THROUGH SERVICE QUALITY

Service quality, as def ined in businessdictionary.com, is an

assessment of how well a delivered service conform to the
client’s expectation. Service business operators often assess the
service quality provided to their customers in order to improve
their service, to quickly identify, and to better assess client
satisfaction.
BENEFITS OF SERVICE QUALITY

1. Customer Retention. Service quality help build loyalty among

customers and makes this customers speak positively about the
service provided.
2. Avoidance of Price Competition. Providing high-quality service
helps in maximizing potential revenue and veers the company
away from a price war.
3. Retention of Good Employees. When an operation is well run and
produces high-quality products, recruitment, training, and
retention of employees are easy.
4. Reduction of Cost. Cost are minimized if there are repeat
customers, absence of a price war, and low turnover rate of
employees.
 SERVICE REPEAT PURCHASE
SATISFACTION
QUALITY REFERAL TO FRIENDS

FIGURE 3.5 RELATION OF SERVICE QUALITY, CUSTOMER SATISFACTION, AND WORD OF

MOUTH
ORGANIZATIONAL BUYER BEHAVIOR
Organizations are more complex because more people are involve in
the decision-making process, and there is greater demand for a variety of
product and services.

The purchase decision-making process in organizational is more complex

than individual purchase. Kotler et al. (2010) describe the process as
follow:

1. Problem recognition 6. Supplier selection

2. General need of specification 7. Order routine specification
3. Product specification 8. Performance review
4. Supplier search
5. Proposal solicitation
TYPOLOGY OF TOURIST

Plog’s Tourist Motivation Model (1974)

Classif ies travelers as allocentrics or psychocentrics. Plog’s adds
“energy” as a determinant of (high of low) levels of activity. Allocentrics
prefer what is new, unstructured, exotic, or unusual in terms of tips or
destination choices. Psychocentrics are those who prefer the structure and
familiar.

Cohen’s Model
This model was base on study of United Kingdom holidaymakers
conducted by the Henley Centre by Stewart in 1993. The model is built on
the concept that as people become more af fluent, they tend to travel more
and that the travel experience is cumulative.
Stewart distinguishes the following four phases of holiday taking:

1. Bubble travelers – have low influence, low travel experience, and

observant foreign culture from a bubble.
2. Idealize-experience seeker – have more influence and a base of
overseas travel experience, which gives theme more confidence.
3. Wide-horizon travelers – have more influence, have greater
confidence, and more travel experience; they are ready for more
individually oriwented travel to a wider range of destinations.
4. Total immersers – do not seek to merely observe but to be expose
fully to another culture’s language, food, heritage and lifestyle.
THE NON-USERS
The non-users can be classif ie d as (1) ex-users
who stopped using the product/service for various
reason, ( 2) c ustom ers who are aware of the
product/service but need to be persuaded to purchase, (3)
those who are not aware of the product’s or service’s
existence.
THANK YOU AND
GOD BLESS