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TM 109 Prelim Nonie Panes 1 TM 109 - Tourist Behaviour

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Page 1: Tourist Behavior

TM 109 Prelim

Nonie Panes 1TM 109 - Tourist Behaviour

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Galani-Moutafi (1999) and Nash (2001) warn would be analyst of tourist behavior to avoid the “sin of homogenisation”, or treating travellers as the same.

“Tourists are not alike. In fact, they are staggeringly diverse in age, motivation,

level of affluence and preferred activities.”

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“Understanding tourist behavior will help tourism planners to plan their step

of proceedings.”

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The Tourism ‘Open’ SystemPolitical Environmental Socio-

cultural

Tourist Behavior

Technological Legal Economic

Influences on deman

d

Demand

Origin

Tourism

Impacts

Supply

Destination

Tourism Intermediari

es

Transit Route

Regulatory Framework

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EMIC APPROACH One that takes the perspective of the participant/ person engaging in the behavior.Involves finding out from the participant how they see the world, how they look at the setting and the value of their experience

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ETIC APPROACH Contrast to an emic approach whereby an observer or an outsider, classifies or describes the tourist behavior according to pre-judged categories.

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Tourist behavior matters to:

Tourists Public Sector Managers Business interests

Particularly for: Particularly for: Particularly for:Personal Satisfaction Managing impacts Marketing, Salesand Growth generating Management community benefits & Profitability

Occasionally to the Political

media for high profile Interest

incidentsTourism Analysts and Researchers

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1. Anticipation or Pre-purchase Phase

Many tourist plan for their forthcoming travel.

2. Travel to the site segment Anticipatory element of tourist

experience by the need to access the location.

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3. On-site experience The intangible experience and opportunity to view,

absorb, feel, hear and sense the place visited “The magic that some places hold, that feeling that

embraces landscape and history and our personal associations, but somehowgoes beyond the sum of them. Energy…Spirit…call it what you like. Its just words to describe a real experience we can’t explain when we get that shiver… ( Mc Carthy, 2000:370)

5. Return Travel Component

6. The extended recall and recollection StageNonie Panes TM 109 - Tourist Behaviour 9

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5. Return Travel Component Deep personal reaction and sometimes

socio-environmental consequences of the tourist on-site experience

5. The extended recall and recollection Stage

The reflection phase of the tourist experience

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Human BehaviorRefers to the manner in which human beings act and conduct themselves; the way in which they work and play, react to the environment, perform their functions and responsibilities, and do things in their daily lives.

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HUMAN BEHAVIOUR

Body Spirit

Mind (Human

Personality

)

ConationIntentions, reasons,

volition, will, personal

motivation

AffectFeelings, emotions, attitudes

CognitionKnowing, thinking,

stimulating, reason

Biology genetics

Bodily functioni

ng

Output behaviou

r Philosophy

Experiences

Intuition

Beliefs

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In summary, the five major components of human behaviour are:

1. Cognitive - Knowledge

2. Affective - Feelings

3. Conative - Personal Motivation

4. Spiritual - Inert Behaviour

5. Behavioural – Overt Behaviour

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s

Supra - Environment International trends, global

changesMacro - EnvironmentLocal/national trends in economy, politics, culture,

social systemMeso – EnvironmentSocial institutions, professional groups,

industriesMicro – EnvironmentFamily, local neighbourhood, community,

institutions, peer group

Individual

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Human behaviour develops as a result of the:

1. Interrelationships between the mind (cognition), affect (feelings), and conation (will)

2. Influence of biological, genetic, and spiritual factors

3. Influence of the environment in which human behaviour occurs; and

4. Feedback from the environment as a result of individual’s behaviour (Huitt, 2003)

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Extrinsic Motivation

INDIVIDUAL

Intrinsic Motivatio

n

Physical

Mental

Spiritual

Cognitive

Affective

Conative

Categories and sources of Motivation

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Theories of Human Behaviour

Cause-Motive-Behaviour-Goal

Hierarchy of NeedsExistence-

Relatedness-GrowthMotivators and

Hygiene FactorExpectancy Cognitive DissonanceReinforcementEquityLearned Needs

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Human behavior has three important characteristics:1.Behavior is caused

behavior does not happen; it is caused by factors that an individual may not even be aware of.

2.Behavior is directed behavior has its aims; all individuals aim at

achieving certain goals regardless of whether they are conscious of these goals or not.

3.Behavior is motivated motives determine an individual’s actions and

what individuals do; they provide the energy to achieve goals.

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Cause, Reason, Stimulus

Motive, Need , Energy

Goal, Aim, Objective

Behaviour

Cause-Motive-Behaviour-Goal Model

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Two (2) Categories of MHN:Deficiency Needs

Lower needs must be satisfied before an individual will move to the next higher level

Growth Needs Cognitive, Aesthetics, Self Actualization,

Trancendence.

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According to Clayton Alderfer (1972), lower-level needs do not have to be completely satisfied before upper-level needs become motivations. Also, if an individual is unable to meet upper-level needs the person will regress and lower-level needs become the major determinant of their motivations.

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Three (3) Level of Needs

1.Existence :Physiological and Safety Needs2.Relatedness :Social & External Esteem Needs3.Growth :Self Actualization and Internal Esteem Needs

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Differences from MHNUnlike MHN, the ERG theory allows for different levels of needs to be pursued simultaneously.The ERG theory allows the order of the needs be different for different people.The ERG theory acknowledges that if a higher level need remains unfulfilled the person may regress to lower needs that appear easier to satisfy this is known as the frustration – regression principle.

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Herzberg, Mausner, and Synderman (1962)1.Motivator Factor

Element that gives positive satisfaction , arising from intrinsic condition of the activity itself such as recognition, achievement or personal growth.

2.Hygiene Factor Elements that do not give positive satisfaction,

though dissatisfaction results from their absence. These are extrinsic to the activity itself such as company policy.

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Combining the hygiene and motivation factors>H + >M : Ideal situation where tourists are highly motivated and have few complaints.>H + <M : Tourists have few complaints but are highly motivated.<H + >M : Tourists are motivated but have a lot of complaints<H + <M : Worst situation. Unmotivated tourists with lots of complaints

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Victor H. Vroom (1964) defines motivation as a process

governing choices among alternative forms of voluntary activities, a process controlled by the individual

"This theory emphasizes the needs for analysts to relate rewards directly to performance and to ensure that the rewards provided are those rewards deserved and wanted by the recipients.”

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The individual makes choices based on estimates of how well the expected results of a given behavior are going to match up with or eventually lead to the desired results.

Motivation is a product of the individual’s expectancy that a certain effort will lead to the intended performance, the instrumentality of this performance to achieving a certain result, and the desirability of this result for the individual, known valence.

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Three (3) Components:

1.Expectancy: Effort Performance (E P)

2.Instrumentality: Performance Outcome

(P O) 3.Valence: V(R)

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Leon Festinger created the theory of cognitive dissonance as a variation of consistency or congruence theory. When two ideas, thoughts, or values we

have are in sync with one another we can say that they are consonant, or in harmony.

When they conflict with each other they create a sense of anxiety called "dissonance". 

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Cognitive dissonance is the term used to describe the state of anxiety produced by a person having two conflicting cognitions.

When we experience cognitive dissonance we are motivated to reduce the feeling of anxiety in some way. We do this by changing attitudes, beliefs, or actions to make them consistent with each other.

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1. Reduce the importance of the dissonant beliefs

2. Add more consonant beliefs that outweigh the dissonant beliefs

3. Change the dissonant beliefs so that they are no longer inconsistent

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NATURE OF TOURIST BEHAVIOR

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1. Demographic Variables (age, gender, marital status etc.)

2. Socio-cultural Variables (social class , education, family, groups, neighbours, cultural values)

3. Psychological Variables (learning, perception, personality, attitudes, self-concept, beliefs, motivation, interest, lifestyle)

4. Economic Variables (income, time, employment, price, taxes, interest rates, exchange rates)

5. Geographic Variables (place of origin, climate)6. Political Variables (war, instability, terrorism)

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TM 109 - Tourist Behaviour

AgeAge

Life-Cycle StageLife-Cycle Stage

GenderGender

GenerationGenerationEducationEducation

ReligionReligion

RaceRace

NationalityNationality

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Classification RangeJuvenile•Infancy, Childhood, Preadolescence, Adolescence

0-19

Early Adulthood 20-39Middle Adulthood 40-59Late Adulthood 60+

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Bachelor Stage/ Single AdultNewly Married CouplesFull Nest IFull Nest IIFull Nest IIIEmpty Nest IEmpty Nest IISolitary Survivor ISolitary Survivor II

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Generation Sub-Generation

Time-Table

Notable Occurrences

Greatest Generation

G.I Generation 1901-1924

Experience WWII in Adulthood

Silent Generation

1925-1945

Experience WWII in Childhood

Baby Boomers Boom Generation

1946-1964

Space Exploration

Generation X Baby Busters 1965-1975

Experience Vietnam/ Cold War

MTV Generation/ Boomerang Gen

1975-1980

Rise of Mass Media/ End of Cold War

Generation Y Echo Boom 1978-1990

Rise of the information age, war on terror, rising gas and food prices

Generation Z New silent generation

1995-2012

Internet, dot coms, digital globalization

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Segment General Characteristics

Buying Needs

Adult Centered Families

Older parents w/ children

Educational Travel, Travel close to home

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Blended Families Remarried w/ children from other marriage, need to start from the beginning

Need everything including vacations

Boomerang kids Children returning home after college, have high discretionary income, often pay nothing for accommodation and food

Gifts to parents in terms of travel, weekend getaway, cruise trips

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Segment General Characteristics

Buying Needs

Dual Income Families Both spouses work Convenience and luxury, expensive travel, clothes, spa etc.

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Empty Nesters Families with no children

Exotic and adventure travel, luxury items

Expanded families Parenting stepchildren, grandchildren, elderly parents, grandparents, ill relatives, adopted children

Depends on interests and needs

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Segment General Characteristics

Buying Needs

Friends as families Friends being virtual family members

Weekend getaway, cruise trips.

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Grandparent families Families with multiple grandparents

Comfortable all inclusive trips with educational focus.

Multigenerational or vertical families

Several generations alive at once

Extended family vacations, multiple generation trips, scheduled events and dinners, each sponsored by different family members

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Segment General Characteristics

Buying Needs

Solo fliers Single either married or not, enjoy the solitary lifestyle, mostly older women, widowed or divorced.

Products and services that help to look and feel good, ex. Health clubs, wellness and spa products, healing services etc.

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Soul mates Live in long term relationships, financially stable

Luxury items, such as retreat trips, cruises, spas, fine dining etc.

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Two (2) Factors:1.Motivators

Factors that influence and encourage the tourist to wish to purchase a particular product.

2.Determinants Factors which define to what

extent tourists are able to purchase the product they desire.

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EXAMPLE:Personal MotivatorsMultiple MotivatorsShared MotivatorsExpressed and Real Motivators

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TOURIST

CULTURAL•Sightseeing•Experiencing new culture

PHYSICAL•Relaxation•Suntan•Exercise and Health•Sex

EMOTIONAL•Nostalgia•Romance•Escape•Adventure•Fantasy•Spiritual Fulfillment

PERSONAL•Visiting Friends & Relatives•Make new friends•Search for economy if on very limited income

PERSONAL DEVELOPMENT•Knowledge•Learning new skill

STATUS•Exclusivity•Fashionability•Obtaining a good deal•Ostentatious spending opportunities

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Two (2) Types of Determinants1.Those factors which determine whether or not someone will be able to take a holiday or not.2.Those factors which determine the type of trip, if the first set of determinants allow a holiday to be taken. 3.

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PUSH PULLDesire for escape Rest and relaxationAdventurePrestigeSocial interactionNovelty seekingExplorationEnhance relationshipsEvaluation of selfRegression Learning new thingsDesire for pampering /

comfortBeing entertainedHobbies

BeachesRecreation facilitiesHistoric sitesBudgetCutural resourcesUndistrurbed natureEase of accessCosmopolitan

environmentOpportunities to

experience a different culture

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PSYCHOCENTRIC/DEPENDABLES

ALLOCENTRIC/VENTURES

Prefer familiar travel destinations

Prefer relaxing sun and fun spots

Prefer low activity levels Prefer driving to destinations Prefer heavy tourist

accommodations ( family style restaurants, hotel developments)

Prefer familiar rather than foreign featuring a full schedule of activities atmosphere

Prefer purchasing complete tour packages

Prefer non “touristy “ destinations Enjoy discovering new

destinations before others have visited them

Prefer unusual destinations Prefer high activity levels Prefer flying to destinations Prefer services such as adequate

to good accommodations and food and few developed tourist attractions

Enjoy interacting with people from different cultures

Prefer tour arrangements that include basics and allow for considerable flexibility

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Personality Type Motivation

ALLOCENTRIC Education and cultural motivesSearch for exoticSatisfaction and sense of power and freedomSharpening perspectives – awaken senses, heighten awareness

NEAR ALLOCENTRIC Religious pilgrimage or inspirationParticipation in sports and sports activitiesTravel as a challenge, sometimes a test of endurance

MIDCENTRICS The need for a change for a period of timeAn opportunity to escape from life’s problemsAppreciation of beauty

Near Psychocentric and Psychocentric

Ego-enhancementQuest for statusNonie Panes TM 109 - Tourist Behaviour 60

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Push factors(three A’s)

Pull factors

Information

Decision to travelPersonalityMotivations

CultureLife

ExperiencesGenderHealth

Education,Others

Recollection, Evaluation

Tourism experience

Final destination selection

Evaluations of alternatives from awareness set of

destinations

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FulfilmentFulfil a dream, understand myself more:

experience inner peace and harmonySelf-esteem and development

Self –directed skills, special interest, competence, mastery.

Other directed: external rewards, prestige, glamour of travelling. Connoisseur, self-esteem

RelationshipSelf-directed: giving love, affection, maintaining relationships

Others directed: receiving affection, be with group, membership, initiating relationship

StimulationSelf-directed: a concern for safety

Other directed: a concern for other’s safety

RelaxationSelf-directed: need for bodily construction , relaxation

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