2 the demand for tourism
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THE DEMAND FOR TOURISM
TOPIC 2
Objectives
• Distinguish between motivating and facilitating factors
• Understanding the nature of psychological and sociological demand for tourism
• Recognize how the product influences the consumer demand
• Be aware of some of the main theories of consume behaviour, such as decision-making and risk avoidance
• Be aware of the factors, influencing demand and how demand is changing in the twenty-first century
The tourist’s needs and wants
• Physiological needs – essential to the survival of human race
• Psychological needs – important for our well-being
• Innate needs – based on factors inherited by us at birth
• Learned needs – influenced by the environment in which we are raised
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
What is Motivation?
“A process of internal psychological factors (needs, wants, goals)
generating an uncomfortable level of tension within the mind and bodies of individuals. This leads to actions to try to release tension and satisfy needs”
(Richardson and Flurk, 2004)
Motivation process
Consumer need
Consumer perception of what
will satisfy need
Consumer perception of the
attractions
Actual attraction
If these two agrees
Motivation to vision
destination
Generic and specific motivation
• An understanding of tourist motivation is the key to understanding tourist behaviour, answering the question why people travel.
• Generic motivations: business travel, leisure travel and miscellaneous travel
• Specific motivations: E.g. Visiting Swiss Alps• Significant to manipulate consumer behaviour and effective
marketing
Segmenting the tourism market
• Geographic variable – determined according to the area in which consumers live
• Demographic variable – characteristics such as age, gender, familiy composition, stage in lifecycle, income, occupation, education and ethnic origin
• Psychographic variables – impact of aspirational, and lifestyle characteristics on consumer behaviour.
• Behavioural variables – segment markets according to their usage of the products.
Consumer Process
Action
Desire
Interest
Awareness Image
attitude
Risk
Plog’s Psychographic Traveller Types
Distribution of tourist in each typology
Allocentric• Independent
travellers• Above average
income• Seek more
adventurous experiences
Mid-centric• Majority of travellers• Seek well-known
established destinations
• May go to destination populated by allocentrics
Psychocentric• Less sure, more
insecure travellers• Choose destination
similar to home• Like the familiar and
may be repeat visitor
Making the decision
• Extensive problem solving – wide range of products are evaluated and compared
• Limited problem solving – (satisficing) no patience to explore wide variety of products
• Routinized response behaviour – choices change relatively little over time.
• Impulse – more typical of products costing little
Fashion and taste
• Tourism business needs to identify and cater for the changing consumer tastes.
• The product of tourism, too, will experience a life cycle of growth, maturity, saturation, and eventual decline, if no action is taken to restore it.
Launch Growth Maturity Saturation Decline
Free visitors as resort becomes known
Number of visitors accelerates rapidly
Number of visitors continues to increase, but at a slower rate
Number of visitors peaks and falters
Number of visitors starts to decline
The motivations of business travellers
• Business travellers are in general;– Less price sensitive– More concerned with status
than leisure travellers • Motivated;
– by the need to complete their travel, and
– Business dealings as efficiently and effectively as possible within a given time frame.
• Other motivations;• Speed of transport• Convenience• Punctuality• Reliability• Frequency of flights• Flexibility• Travels on weekdays
Motivators and facilitators• Facilitators can be referred to all the factors that makes it
possible for prospective tourists to indulge in their desires.
• Example of facilitators: money, time, favourable exchange rates, friendly locals speaking the language of the tourists, easier entry etc.
Factors influencing changes in tourist demand
• Factors that can be forecast–Cultural, social, technological
• Factors that cannot be forecast–Economic or political
circumstances–Climate, natural or
artificial disaster
The future pattern of tourist demand
• Companies must be prepared for rapidly changing circumstances, often at a very short notice
• Government should support small firms with public funds if they are to remain viable
Importance of measuring demand• Tourism development
• Availability of financing
• Sales and marketing management
Determinants of demand
• Economic distance
• Cost of service
• Cultural distance
• Quality of service
• Seasonality
• Relates to the time and cost involved in travelling from the origin to the destination area and back
• The higher the economic distance, the higher the economic resistance for that destination and consequently lower the demand
Economic distance
• Refers to the extent to which the culture of the area from which the tourist originates differ from the culture of the host region.
• The greater the cultural distance, the greater the resistance to travel to a particular destination.
Cultural distance
• Refers to the total expenditure incur for services/facilities
• The higher the cost of services at a destination, the greater the resistance to travel to that destination and thus lower the demand
Cost of service
• Clearly, the higher the quality of service at a destination, the lower the resistance will be for travel to that destination.
• evaluation of quality is a personal matter
Quality of service
• The relative attractiveness of a given destination will depend on the time year for which a vacation is planned
• E.g. Demand for Beach holidays surges during summer
Seasonality
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