TOPIC 3

THE PURCHASE-
DECISION PROCESS
Learning Objectives:
◈Motivators
◈Determinants
◈Models of the purchase-decision making
process

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MOTIVATORS
Motivating factors can be divided in two groups:
◈ those which motivate a person to take a
holiday
◈ those which motivate a person to take a
particular holiday to a specific destination at a
particular time
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A TYPOLOGY OF MOTIVATORS IN
TOURISM
EMOTIONAL
PHYSICAL
- Nostalgia -Fantasy
- Relaxation
- Romance -spiritual
- Suntan
- Adventure fulfilment
- Exercise and health sex
- Escapism
PERSONAL
CULTURAL - VFR
- Sightseeing
- Experiencing new Tourist - Make new friends
- Need to satisfy others
culture - Search for economy if on
very limited income

STATUS PERSONAL
- Exclusivity DEVELEPMENT
- Fashionability - Increasing knowledge
- Obtaining a good deal - Learning new skills 4
THE LEISURE MOTIVATION
SCALE
◈ Developed by Beard and Raghob in 1993
◈ The 4 types of motivators which based on the
work of Maslow;
i. The intellectual component
ii. The social component
iii. The competence-mastery component
iv. The stimulus-avoidance component
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MOTIVATORS AND THE
INDIVIDUAL TOURIST
◈ Every tourist is different, and so are the factors
which motivates them ;
a) Their personality
b) Their lifestyle
c) Their past experience
d) Their past life
e) Their perception of their own self
f) How they wish to be viewed by other people 6
MAJOR
MOTIVATORS
AND
DIFFERENT
TYPES OF
VISITOR
ATTRACTIONS

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OTHER TYPES OF MOTIVATORS
a) Multiple motivations
b) Shared motivations
c) Expressed and real motivations
d) Motivators and different market segments
e) Motivators and gender
f) National and cultural differences
g) Motivators and the timing of purchase decisions
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DETERMINANTS
Two types of determinants;
1. Whether or not someone will be able to take holidays
2. The type of the trip

Subdivide determinant into;

◈ Personal determinants
◈ External determinants
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PERSONAL DETERMINANTS OF TOURIST
BEHAVIOUR

Circumstance
Experiences
s

Attitudes and Individual Knowledge

perceptions Tourist
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 Global, political, economic, social and technological
factors
EXTERNAL
DETERMINA National, society-wide political, economic, social
NTS OF and technological factors

TOURIST The influences of the media

BEHAVIOUR The marketing activities of the
tourism industry

Views of friends and relatives

Individual
Tourist
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TYPES OF DETERMINANT
1. The determinants 2. The myth of 3. The role of
of group travel rational decision- unforeseen
making circumstances and
Each individual must be opportunism
satisfied in a way ◈ Tourists do not
make wholly Plans based on a
rational decisions tourist’s current
◈ May be ignorant situation may become
obsolete literally
overnight owing to
unforeseen changes 12
Cont’d
4. The last time 5. The role of 6. Time lapses and
discounted purchase tourism industry determinants
Phenomenon
◈ A key role is played ◈ Probably
◈ Desire to escape at in this respect by purchased under
short notice and a the travel agent who influence of
willingness to is the intermediary determinants
accept a less than between producers which are
ideal product if in the tourism outdated.
the price is low industry and their
enough clients.
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Cont’d
7. One-off experiences
of determinants of
tourism behavior

◈ The industry
should not
underestimate the
impact of one-off
bad experiences as
determinants of
future tourist
behavior 14
MODELS OF THE
PURCHASE
DECISION-
MAKING PROCESS
Tourist Decision Making Process

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 High
High levels involvement
of insecurity Strongly
in purchase

“
linked to influenced by
decision
intangibility other people

The Consumer
High level of
information Long term
search decision

Tourism Considerable
product/The emotional
provider significance
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The Complexity of Consumer Behaviour in
Tourism
High involvement in
High level of insecurity Considerable emotional
puchase decision and
linked to intagibility significance
high consumer
commitment  The intagible nature of  The purchase of a
 The behaviour of tourism products and holiday will be a major
consumer when they services means that event in an individual's
are purchasing tourism consumer can life.
productsand services oftenhave high levels  The consumer might
demonstrates a high of insecurity during also considering other
involvement in the purchase the tourism substitute products and
process and high product service in place of a
levels of commitment holiday
because of the nature
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of the products
The Complexity of Consumer Behaviour in
Tourism (contd.)
Strongly influenced by Long-term decision High level of information
other people search
 Despite the growth in
 Individuals are likely the last-minute holiday  We have already seen
to be strongly bargain, most that the choice of
influenced by other decisions that tourism products
people during the individuals make usually has
decision-making about tourism product considerable
process for tourism are made along way in emotional significance
products. advance for the individual. This
mean that individual
will do a research first
before make a final
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choice
The Complexity of Consumer Behaviour in
Tourism (contd.)
Tourism product

 From all the element

explaining just now
the purchase of
tourism product and
services does not
involve the consumer
in routine behaviour
patterns

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The Tourist Decision Making Process
◈ The decision to purchase a tourism product is the
outcome of a complex process.
i. Which destination (country,region)?
ii. Which mode of travel (airplane,coach,rail)?
iii. Which type of accommodation (hotel)?
iv. How long will the holiday be (days/week)?
v. At which time of the year will the holiday be taken
(month,date)?
vi. Package holiday or independent travel?
vii. Which tour operator? 20
 INTERNAL EXTERNAL
Source:
Personal motivators Availability of suitbale products
Horner &
Personality Advice of travel agents
Swarbrook
e (1996) Health Information obtained from
Family Commitment destination
Work Commitment Decision Word-of-mouth
Past experience Political restriction on travel
Hobbies and interests Health problems
Factor Existing knowledge Special promotion
influencing Lifestyle The climate
the holiday
Attitude,opinions
decision
and perceptions 21
 Andreason model of consumer behaviour
Example Consumer Behaviour Model
(Consumer Behaviour, 2nd Ed. ,pg 41)
Source: adapted from Andreason (1965)

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Conclusion
The issue of motivations (desires) and determinants (factors) of
tourist behavior are highly complex and diverse. There are also
potential link exist between purchase decision models and market
segmentation techniques. In fact, it takes time to further understand
the ways in which tourists choose their vacations.

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END OF TOPIC

Any Questions?

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