Tourism & Consumer Behavior Lesson 4

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Questions and Answers

What is a market in the context of tourism and consumer behavior?

An area where travelers gather for leisure.

A specific group of consumers exhibiting similar buying habits. (correct)

A structured approach to selling products and services.

A platform for marketing campaigns.

Which of the following is NOT a characteristic of a good market segment?

Accessible

Homogeneous (correct)

Stable

Measurable

Which step is NOT part of the target marketing process?

Positioning

Researching (correct)

Segmentation

Targeting

What do push factors in tourism primarily refer to?

Internal desires that motivate travel. Signup and view all the answers

Which dimension of culture involves how a society deals with inequality?

Power distance Signup and view all the answers

Which of the following best defines motivation in consumer behavior?

Inner drives to satisfy specific needs. Signup and view all the answers

How does age influence consumer behavior?

It influences lifestyle choices and preferences. Signup and view all the answers

According to Maslow's Hierarchy of Needs, what primarily drives the need for travel?

Self-actualization Signup and view all the answers

What factors influence consumer behavior according to gender?

Differences in product preferences among various groups Signup and view all the answers

Which of the following best defines social class?

One's position within society based on socio-economic status Signup and view all the answers

What is the primary focus during the information search stage of the buyer decision-making process?

Retrieving information from memory or acquiring it externally Signup and view all the answers

In the evaluation of alternatives stage, what is the main task for prospective customers?

Making detailed comparisons of products and services Signup and view all the answers

What does a consumer's self-concept refer to?

The mental picture a consumer has of himself or herself Signup and view all the answers

Which external factor is considered crucial in affecting consumer behavior?

Socio-economic status of individuals Signup and view all the answers

What is the primary purpose of promotional strategies in the need recognition stage?

To create awareness of needs that consumers may not have articulated Signup and view all the answers

What does the life cycle refer to in the context of consumer behavior?

The stages an individual moves through during their lifetime Signup and view all the answers

What is the primary goal of ensuring customer satisfaction through service quality?

To meet clients' expectations Signup and view all the answers

Which of the following is NOT a benefit of good service quality?

Increased employee turnover Signup and view all the answers

In Plog's Tourist Motivation Model, what do allocentrics prefer?

Exotic and unusual experiences Signup and view all the answers

What type of tourist does an individual mass tourist represent according to Cohen's Model?

Autonomous traveler preferring independence Signup and view all the answers

Which group in Stewart's Theory of Holidaytaking has the least travel experience?

Bubble travelers Signup and view all the answers

What defines the organizational buying process compared to the consumer buying process?

Greater variety of needs Signup and view all the answers

Which of the following describes a drifter in Stewart's Theory of Holidaytaking?

Avoids traditional tourist establishments Signup and view all the answers

What type of consumer are ex-users classified as?

Former users who ceased using the product Signup and view all the answers

Study Notes

Tourism & Consumer Behavior Overview

Market is defined as a set of actual and potential buyers with shared needs or wants.
Target marketing involves three key steps: segmentation, targeting, and positioning.
Good market segments possess characteristics such as being measurable, accessible, substantial, differentiable, and actionable.

Consumer Behavior

Consumer behavior includes activities related to searching, selecting, purchasing, using, evaluating, and disposing of products.
Influencing factors include personality, reference groups, motivation, culture, lifestyle, social class, age, and gender.

Motivation in Consumer Behavior

Motivations are inner drives prompting action to fulfill needs.
Needs represent the gap between what customers possess and what they desire.
Push factors encourage travel, while pull factors attract specific destinations.

Cultural Dimensions

Culture can be measured by five dimensions: power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, and long-term vs. short-term orientation.

Age and Gender Influence

Age refers to life stage.
Gender impacts consumer behavior, with distinct preferences observed in female and LGBT markets.

Social class is determined by socio-economic status.
Lifestyle reflects an individual's activities, interests, and opinions.

Buyer Decision-Making Process

Incorporates stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
Successful marketing strategies identify and highlight needs before consumers express them.

Information Search

Information can be sourced internally (from memory) or externally (from various media).

Evaluation and Purchase

Consumers compare products based on available resources before making a decision.
Purchase decisions require effective distribution and access to products.

Post-Purchase Evaluation

Experiences dictate satisfaction levels, impacting future purchasing behaviors.

Customer Satisfaction and Service Quality

Service quality is assessed based on delivery aligning with consumer expectations.
Benefits of service quality include customer retention, reduced price competition, employee retention, and cost reduction.

Organizational Buyer Behavior

The organizational buying process is more complex and systematic than consumer buying.

Typologies of Tourists

Plog's Motivation Model:
- Allocentrics seek novelty and exotic experiences.
- Psychocentrics prefer familiar, structured settings.
- Midcentrics exhibit traits of both categories, dependent on context.
Cohen's Model:
- Organized mass tourists purchase all-inclusive, planned trips.
- Individual mass tourists favor independent travel.
- Explorers go for new experiences but may select familiar accommodations.
- Drifters seek authenticity and avoid traditional tourist paths.
Stewart's Theory of Holidaytaking:
- Bubble travelers observe cultures without immersion.
- Idealized-experience seekers are affluent with overseas travel backgrounds.
- Wide horizon travelers have extensive travel experience.
- Total immersers seek deep cultural exposure.

Non-Users Behavior

Ex-users: Previously used the product but have stopped.
Aware but unpurchased: Knowledgeable about the product but require persuasion to buy.

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Description

Dive into Lesson 4 on Tourism and Consumer Behavior, where you will explore important concepts such as market definition, target marketing steps, and characteristics of effective market segments. Understand market coverage strategies and gain insights into emerging markets in the Philippines. Enhance your knowledge of consumer behavior processes involved in searching and purchasing.