2.1.lit3 moods and motivations
DESCRIPTION
GhidajTRANSCRIPT
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Moods & Motivations of the tourist
by Manu Minne & Dr. Jeroen Bryon
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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?
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TOURIST TYPOLOGIES
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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
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Demographic: family life cycle
From: Page & Connell (2006: 74)
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McKercher, Towards a classification of cultural tourists, p.32
Product and activities: cultural tourists
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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?
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How can we make him/her happy?
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Forget about typologies!
Think Motivations, Moments & Moods
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Think Motivations & Moods
Q&A:
- Why do tourists travel?
- What are they looking for?
- What do they want?
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A typology of 15 leisure-based tourist roles
From: Page & Connell (2006: 72) after Foo,
McGuiggon & Yiannakis (2004)
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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)
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Look at Basic motivational needs
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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)
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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
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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
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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
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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
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Example
Applied to different kinds of hikers:
DARE: explore, learn, active, off the beaten track
CARE: relax, enjoy, easy
SHARE: connect, do things together
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Excercise 1: Pictures
Is/are the tourist(s) in the pictures below in a care, dare or share mood?
Why?
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13/12/2011 www.lsdialoog.com 22
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www.lsdialoog.com 23
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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...
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This could indeed be dare...
But also care if part of a yoga retreat for example....
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13/12/2011 www.lsdialoog.com 27
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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...
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13/12/2011 www.lsdialoog.com 30
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pictures
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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.....
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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....!!!
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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
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Lets have a look at some cases
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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
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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
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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.
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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!
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What does this mean for the tourist guide?
How to tips
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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
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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
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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!
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www.viaviatourismacademy.com