2.1.lit3 moods and motivations

44
Moods & Motivations of the tourist by Manu Minne & Dr. Jeroen Bryon 1

Upload: melania-bagut

Post on 27-Sep-2015

224 views

Category:

Documents


2 download

DESCRIPTION

Ghidaj

TRANSCRIPT

  • Moods & Motivations of the tourist

    by Manu Minne & Dr. Jeroen Bryon

    1

  • THE tourist

    Q&A:

    - Describe a typical tourist in your area?

    - Which type of tourists do you prefer?

    - Which type of tourist do you guide?

    - On what aspects can tourists differ?

    2

  • TOURIST TYPOLOGIES

    3

  • Demographic factors Travelling style distinctions Product and activity

    classifications

    Age Gender Nationality Additional demographic factors: Expenditure Occupation Education Family life cycle

    Accommodation used Activity participation Destination patterns Length of stay Trip purpose Distance travelled Travel party composition Seasonality / travel time Travel arrangements: - independent - package - mixed Transport mode

    Cultural tourists: - heritage tourists - ethnic tourists Nature oriented tourists: - wildlife tourists - ecotourists Adventure tourists Educational tourists: - science tourists - volunteers Theme park tourists Casino tourists Urban tourists Agricultural tourists: - wine tourists - farm tourists Sex tourists: - romance tourists - companionship tourists Business tourists: - conference tourists - event tourists

    4

  • Demographic: family life cycle

    From: Page & Connell (2006: 74)

    5

  • McKercher, Towards a classification of cultural tourists, p.32

    Product and activities: cultural tourists

    6

  • All these are fine, but there are dozens and dozens of typologies... Basically as much as there are people making them...

    And although for marketing reasons they each might be interesting for the tourist guide theres only one real important questionwhen it comes to who is your tourist?

  • How can we make him/her happy?

    8

  • Forget about typologies!

    Think Motivations, Moments & Moods

    9

  • Think Motivations & Moods

    Q&A:

    - Why do tourists travel?

    - What are they looking for?

    - What do they want?

    10

  • 11

  • A typology of 15 leisure-based tourist roles

    From: Page & Connell (2006: 72) after Foo,

    McGuiggon & Yiannakis (2004)

    12

  • Gallup classification model Classification Description Impact

    Adventurers Better educated, higher income

    Attracted to new cultures and experiences

    Indulgers Wealthier, both men and women

    Want to be pampered and willing to pay

    Economizers Older, men, average income

    Vacations are routine part of life

    Dreamers Older, women, modest income and education

    View travel as meaningful experience, play safe on choice, but dream of more adventure

    Worriers Less educated, lower income

    Do not like to travel because of discomfort with unknown

    From: Kolb (2006: 118)

    13

  • Look at Basic motivational needs

    14

  • Drivers of human behavior

    OTHER/COLLECTIVE

    Strenghtening

    sense of belonging

    SELF/INDIVIDUAL

    Strenghtening own

    personality,

    character

    Restore the Balance

    CONTROL/NORMATIVE

    RELEASE/FREE

    Open for new experiences

    Looking for pleasure/excitement

    Frijda (1986)

    15

  • Horizontal axis: relation to yourself and others SELF: individual, independent, social affirmation

    OTHER: social being, family friends, feel accepted, social integration

    Vertical axis: relation to you environment RELEASE: let yourself go, open minded, surprise, extrovert,

    emotional, live out emotions

    CONTROL: security, routine, introvert, considered, control emotions

  • 7 segments of travelers in Belgium

    OTHER SELF

    CONTROL/NORMATIVE

    RELEASE/FREE

    21%

    14%

    8%

    16%

    16%

    13%

    14%

    Cultural traveller

    Independent explorer

    Fun travellers

    Quiet enjoyer

    Family Traveller

    Carefree traveller

    Safe traveller

    17 Flemish Tourism Board

  • OTHER SELF

    CONTROL

    RELEASE

    21%

    14%

    8%

    16%

    16%

    13%

    14%

    Cultural traveller

    Independent explorer

    Fun travellers

    Quiet enjoyer

    Family Traveller

    Carefree traveller

    Safe traveller

    DARE

    CARE

    SHARE

    18 Flemish Tourism Board

  • Easy

    Short routes

    Accesible

    Afternoon trip

    OTHER SELF

    CONTROL

    RELEASE

    21%

    14%

    8%

    16%

    16%

    13%

    14%

    Cultural traveller

    Independent explorer

    Fun travellers

    Quiet enjoyer

    Family Traveller

    Carefree traveller

    Safe traveller

    DARE SHARE

    Discover new things

    Adventure and culture

    History

    Difficult

    Child friendly

    Stops on the route

    Together

    CARE

    19

  • Example

    Applied to different kinds of hikers:

    DARE: explore, learn, active, off the beaten track

    CARE: relax, enjoy, easy

    SHARE: connect, do things together

  • Excercise 1: Pictures

    Is/are the tourist(s) in the pictures below in a care, dare or share mood?

    Why?

  • 13/12/2011 www.lsdialoog.com 22

  • www.lsdialoog.com 23

  • The tour guide is cutting the coconut for them during a break... This must be tourists in a care-moment?!

    Really? Look at the faces of the 2 tourists on the right in the pictures.... Are you really going to eat that?!

    Might be more of a dare-moment for them...

  • 25

  • This could indeed be dare...

    But also care if part of a yoga retreat for example....

  • 13/12/2011 www.lsdialoog.com 27

  • This definitely looks like a nice intercultural encounter with a tourist in share-mood...

    But is this true? Look at how shes holding her backpack...

  • 29

  • 13/12/2011 www.lsdialoog.com 30

  • 13/12/2011 www.lsdialoog.com 31

    pictures

  • The tattooed man left lookis like a typical dare-backpacker....

    But if you look at their expressions and the fact that no one is drinking the traditional ta but everyone chose a cold coca-cola (or comforting drink), it could be a care-moment.....

  • Care/Dare/Share fixed state!!

    Tourists change mood all the time!

    Off course some people tend more to be dare, others care or share

    but some people are either one some of the time....!!!

  • 34

    Excercise 2: Profiling List several tourism product elements

    for CARE- / DARE- & SHARE- tourists

    in your area

    Extra: think of places, where the three tourists would meet each other

  • Lets have a look at some cases

  • Case 1

    After lunch activity on a day mountain walk?

    a) You take time for a collective photoshoot

    b) You let people have time for a little nap

    c) You organize a group talk

    d) You start walking

  • Case 2

    You arrive in a city after three day trekking?

    a) You go to a bar to have a drink all together

    b) You let people go to their hotel to take a shower

    c) You go out for dinner with the group to a restaurant

    d) You take the men to very traditional local bar and the woman to a manicure/massage parlor

  • Case 3

    You go to a local market in one of Vietnams remote villages and you see that tourists are watching the local men drink a bowl of blood.

  • We could look at a lot of other cases but the answer should be the same by now:

    It depends

    On what?

    The mood of the tourist(s) at that particular moment!

  • What does this mean for the tourist guide?

    How to tips

  • 1. Integrate and balance CARE, DARE & SHARE moments in all your tours!

    - Everybody needs his comfort zone, respect that and make room in the program for care moments

    - Look for challenges that push tourist limits (physical, psychological, intellectual,), but make sure that the challenges are feasible & fun

    - Integrate moments to exchange experiences, e.g. by executing collective tasks with the whole group

  • 2. Check the mood of your tourists, and adapt the tour if necessary

    - Create moments to check on the mood (e.g. before entering the bus)

    - Listen to and learn from your tourists

    - Dare to deviate from your planning if the tourists mood requires to do so, but consult your tourists in time

  • 3. Take customers motivations & moods into account when communicating your product

    - Adjust your communication to your target groups. Do this for all phases: before, during, after

    - Be aware of marketing overkill because it threatens the perception of authenticity (if you offer a dare tour, do not label everything as extreme)

    - Consider using social media (e.g. facebook), but adapt to the customers motivations!

  • www.viaviatourismacademy.com