Tourism Consumer Behaviour at Skyline College

1. Tourism Consumer Behaviour - Aritro Dasgupta

2. Features • When tourists visit specific destination, they never behave the way they will in native place • Behavioural traits may differ depending on background & nationality • Tangible products can be assessed better before purchase; tourism being intangible product consumer has to rely on books, reviews, blogs, websites, movies, word-of-mouth etc. • Global ‘culture of consumption’ where leisure travel increasingly commoditized

3. Needs of a Tourist • Mode of travel • Boarding & lodging • Scenic spots in & around tourist destination • Package tours

4. Tourist Life Cycle

5. Pre Trip Potential Tourist

6. Trip

7. Post Trip

8. Reasons for Growth in Tourism Across Globe • Increase in disposable income of consumers • Enhanced aircraft technology, facilitating speedy travel • Enhanced connectivity • Education & awareness • Increase in leisure time of consumers • Proliferation of holiday package & tour operators

9. 5 Phase Experience Model

10. Tourist Profile Segmentation • Supply Side Segmentation • Demand Side Segmentation

11. Supply Side Segmentation • Geographic Segmentation • Product Related Segmentation

12. Product Related Segmentation • Accommodation • Attractions • Adventure operators / organizers • Transportation & services • Seasons • Nature of visit

13. Demand Side Segmentation • Life Cycle Segments • Traveler Profile • Socio Economic Classification • Household Demographics

14. Life Cycle Segments • Youth market (age 18-35 without children) • Family market (age 18-35 with children) • Mature market (36-65) • Seniors’ market (65+)

15. Traveller Profile • Duration of trip / stay • Destination

16. Socio Economic Classification • Upper class • Middle class • Lower class

17. Household Demographics • Household makeup • Age profiles • Occupation profiles • Income • Lifestyle & life – stage profiles • Race / ethnicity • Education level

18. Behavioural Sequence Model (BSM) • Grid format to identify decision of target audience • Horizontal bar stands for WHAT of decision making i.e. major decision stages preceding, including & following the purchase • Vertical enumerates following data: • WHO- decision participants & roles • WHERE- locations of decision stages • WHEN- time & timing of each stage • HOW- capsule description of how each stage is accomplished

19. BSM

20. BSM

21. Information Search Process

22. Motivators for Tourist Consumers

23. Major Deterrents • Crime • Political instability • Terrorism • Prices • Hygiene • Lack of Infrastructure • Weather

24. Tourism Consumer Behaviour- Typologies • Sunlust & Wanderlust tourism • Individual- experiencing capability

25. Sunlust v/s Wanderlust Tourism Sunlust Wanderlust Motivated by desire to rest, relax & enjoy 3 Ss- sun, sea & sand Hotel forms important part of itinerary Typically middle age – older population including family groups Conversations include daily chatter Desire to travel & experience different cultures & people; make use of every Hotel only meant as place to sleep at night, every other moment to be used in some activity Typically involves young audience 20-35 Conversations focus away from mundane

26. Individual Experiencing Capability • Organized mass tourist • Individual mass tourist • Explorers • Drifters

27. Organized Mass Tourist • Fixed itineraries • Planned and guided stops • Novelty minimum • Familiarity is at a maximum • Everything left to the organizer

28. Individual Mass Tourist • Not entirely planned by others • Some control over his / her itinerary • Major arrangements made through travel intermediary • Mixes little with members of the host community • Familiarity is still dominant

29. Explorer • Plan their own trips and try to avoid developed tourist attractions as much as possible • Novelty dominates but tourist does not become fully integrated with the host society

30. Drifter • Plan trips alone, visit tourist attractions and live with members of the host society • High involvement in the host culture, sharing its shelter, food and habits • Novelty dominant and familiarity disappears

31. Shopping & Tourism • Traditionally 3 Ss of tourism- sun, sand & sea • Shopping now considered 4th S • However, trends are reversing in some developed markets as developing countries also now home to products earlier not available

32. Customer Value, Loyalty & Satisfaction

33. Customer Perceived Value (CPV) • CPV is difference between prospective customer’s evaluation of benefits & costs offered and perceived alternatives • Cost need no be monetary, but also include time, cognitive activity & behavioral effort

34. Customer Perceived Value Customer Benefit Customer Cost Product Benefit Services Benefit Personnel Benefit Image Benefit Monetary Cost Time Cost Energy Cost Psychological Cost

35. Sheth, Newman & Gross Model • Identifies value dimensions & categorizes them in order to distinguish between functional dimensions & socio-psychological dimensions • 4 value categories within: • Functional value • Emotional value • Social value • Epistemic value

36. Customer Relationship Management (CRM) • Process used to learn more about customer’s needs & behaviours • Jigsaw of pieces of information to be pieced together to get complete information on matters related to respective business

37. Applications of CRM in Tourism • Improving process of communication with regular tourists • Providing right deal or package to tourists • Providing right holiday package through right channel to the tourists • Providing right holiday package during correct season

38. Thank You