Podcast
Questions and Answers
Seasoned travelers in Phase III are characterized by which of the following?
Seasoned travelers in Phase III are characterized by which of the following?
Complete immersers (Phase IV) distinguish themselves through:
Complete immersers (Phase IV) distinguish themselves through:
Which of the following is an example of how intrinsic motivation affects consumer behavior in tourism?
Which of the following is an example of how intrinsic motivation affects consumer behavior in tourism?
A tourist's negative perception of a destination due to a past negative experience is an example of the influence of:
A tourist's negative perception of a destination due to a past negative experience is an example of the influence of:
Signup and view all the answers
How can a consumer's belief impact their behavior?
How can a consumer's belief impact their behavior?
Signup and view all the answers
A traveler consistently books accommodations at the same hotel chain without researching alternatives. Which type of consumer problem-solving process does this BEST exemplify?
A traveler consistently books accommodations at the same hotel chain without researching alternatives. Which type of consumer problem-solving process does this BEST exemplify?
Signup and view all the answers
Which of the following scenarios BEST demonstrates the 'under promise' and 'over deliver' strategy in tourism and hospitality?
Which of the following scenarios BEST demonstrates the 'under promise' and 'over deliver' strategy in tourism and hospitality?
Signup and view all the answers
A potential customer reads online reviews, consults friends, and compares prices before booking a vacation package. Which stage of the buyer decision process is this customer primarily engaging in?
A potential customer reads online reviews, consults friends, and compares prices before booking a vacation package. Which stage of the buyer decision process is this customer primarily engaging in?
Signup and view all the answers
A family asks friends for hotel recommendations (1), consults travel blogs (2), views hotel advertisements (3) and reads restaurant reviews (4). Which of the following correctly classify these information sources?
A family asks friends for hotel recommendations (1), consults travel blogs (2), views hotel advertisements (3) and reads restaurant reviews (4). Which of the following correctly classify these information sources?
Signup and view all the answers
A traveler books a tour based on a website's photos and descriptions. Upon arrival, they find the actual experience doesn't match what was advertised. In which stage of the buyer decision process is the mismatch identified?
A traveler books a tour based on a website's photos and descriptions. Upon arrival, they find the actual experience doesn't match what was advertised. In which stage of the buyer decision process is the mismatch identified?
Signup and view all the answers
A tourist who prefers packaged tours to familiar destinations, enjoys predictability, and typically travels by car aligns with which of the following tourist typologies?
A tourist who prefers packaged tours to familiar destinations, enjoys predictability, and typically travels by car aligns with which of the following tourist typologies?
Signup and view all the answers
Which type of tourist, according to Stanley Plog's tourist motivational model, would be most inclined to book a trip to an undiscovered, remote island with limited infrastructure?
Which type of tourist, according to Stanley Plog's tourist motivational model, would be most inclined to book a trip to an undiscovered, remote island with limited infrastructure?
Signup and view all the answers
A tourist who is very confident, has experience traveling abroad, and prefers individualized tour offers would be categorized as which of the following, according to the Henley Centre's typology?
A tourist who is very confident, has experience traveling abroad, and prefers individualized tour offers would be categorized as which of the following, according to the Henley Centre's typology?
Signup and view all the answers
Which of the following tourist types is most likely to desire structured itineraries?
Which of the following tourist types is most likely to desire structured itineraries?
Signup and view all the answers
A 'bubble traveler' is characterized by:
A 'bubble traveler' is characterized by:
Signup and view all the answers
Flashcards
Allocentric Tourists
Allocentric Tourists
Tourists seeking new experiences and adventures with a preference for exploration over structured itineraries.
Psychocentric Tourists
Psychocentric Tourists
Non-adventurous tourists who prefer familiar destinations, often returning to know what to expect.
Midcentric Tourists
Midcentric Tourists
Tourists who mix allocentric and psychocentric characteristics in their travel behavior.
Bubble Travelers
Bubble Travelers
Signup and view all the flashcards
Idealized Experience Seekers
Idealized Experience Seekers
Signup and view all the flashcards
Information Search
Information Search
Signup and view all the flashcards
Pre-purchase Evaluation
Pre-purchase Evaluation
Signup and view all the flashcards
Post-purchase Evaluation
Post-purchase Evaluation
Signup and view all the flashcards
Consumer Buying Behavior
Consumer Buying Behavior
Signup and view all the flashcards
Problem-Solving Types
Problem-Solving Types
Signup and view all the flashcards
Phase III Travelers
Phase III Travelers
Signup and view all the flashcards
Complete Immersers
Complete Immersers
Signup and view all the flashcards
Intrinsic Motivation
Intrinsic Motivation
Signup and view all the flashcards
Consumer Attitude
Consumer Attitude
Signup and view all the flashcards
Selective Retention
Selective Retention
Signup and view all the flashcards
Study Notes
Consumer Markets and Consumer Buying Behavior
- The chapter discusses consumer markets and consumer buying behavior, focusing on tourists.
- A quote by Anonymous: "To be a bullfighter, you must first learn to be a bull."
- Chapter Objectives: Identify elements of the stimulus-response model of consumer behavior, outline major characteristics influencing consumer behavior, explain the buyer decision process, discuss tourist consumer types, behavior influencers, decision processes, and problem-solving, focusing on tourism and hospitality marketing.
- Various typologies of tourists: Allocentric (The Wanderers), Psychocentric (The Repeater), and Midcentric (Combination).
Typologies of Tourists
-
Allocentric (The Wanderers): These tourists seek new experiences and adventure. They are outgoing and self-confident. They prefer flying and exploring exotic locales. They enjoy meeting new people. They value basic amenities but avoid structured itineraries. Freedom to explore is key.
-
Psychocentric (The Repeater): These tourists are less adventurous, preferring familiar destinations in packaged tours. They tend to stay in typical accommodations and eat at familiar restaurants, seeking predictability.
-
Midcentric (Combination): This category of tourists straddles the allocentric and psychocentric types, shifting between the extremes.
Typologies of Tourists - Phases
-
Phase I (Bubble Travelers): Lacking money and knowledge, these tourists favor packaged tours, seeking a glimpse into different cultures without direct involvement. Curiosity drives these travelers.
-
Phase II (Idealized Experience Seekers): Confident travelers with experience in international travel, they are comfortable with flexibility and tend to prefer individualized tours.
-
Phase III (Seasoned Travelers): More affluent than idealized experiencers, they are confident in exploring diverse destinations and environments; seek adventurous and individualized travel experiences.
-
Phase IV (Complete Immersers): Intending full immersion into a new culture, these travelers plan meticulously, focusing on heritage, culinary experiences, and language, while not overlooking structure.
Factors Affecting Consumer Behavior
-
Intrinsic Motivation: Tourism satisfies psychological needs like travel, exploration, novelty, self-expression, assurance, creativity, competition, and belongingness. Travelers seek intangible rewards such as fun, assurance, and emotional fulfillment.
-
Extrinsic Motivation: External motivations in tourism, such as financial considerations and the desire for knowledge regarding the expenditure, can influence tourist choices and decisions.
-
Attitudes: Attitudes represent a person's relatively consistent evaluations, feelings, and tendencies towards an object, place, or person. Knowing details about an object, place, or person, along with associated positive or negative feelings, contribute to attitudes.
-
Perception: Understanding how consumers process information through observation, listening, and knowledge-gathering is key. The methods of screening information (selective attention), distorting information (selective distortion), and deciding what to retain (selective retention), form the bases of perception.
-
Values or Beliefs: Beliefs are descriptive thoughts about something—for example, a tourist might believe a specific hotel has great facilities due to its unique location and reasonable price.
-
Personality: Tourist motivation is affected by personality traits; age and life-cycle stage, occupation, and economic situation heavily influence traveler preferences, choices, and activities. Lifestyle is how a person lives, encompassing activities, interests, and opinions. Self-concept is a person's mental picture of themselves.
-
Social Factors: Social class, family structure and income impact consumer behavior. Internet and social media provide instant access to reviews, enabling informed travel choices. Place of origin shapes tourist behaviors and group dynamics.
The Buyer's Decision Process
-
Information Search: Consumers gather information from personal, commercial, public, and internet sources.
-
Pre-purchase Evaluation: Buyers evaluate purchase options considering objective (e.g., price, location) and subjective (e.g., perceived status) criteria.
-
Purchase: The customer buys a product or service; that best fits their criteria.
-
Post-purchase Evaluation: Customer satisfaction hinges on the gap between expectations and performance. Post-purchase discomfort (cognitive dissonance) can arise from a perceived mismatch.
-
Best Practices: Consumers often associate price with quality. Companies should be proactive in addressing potential customer dissatisfaction.
Best Practice in Consumer Markets and Consumer Buying Behavior
- Examples of Best Practices: This part provides detailed examples of how specific hotel companies or brands, such as Pebble Beach Resorts, Yum Brands, and El Questro, have successfully leveraged understanding of consumer behavior to improve customer satisfaction
Organizational Buying Process
- Eight Stages: Problem recognition, general need description, product specification, supplier search, proposal solicitations, supplier selection, order-routine specifications, and performance review.
Participants in the Organizational Buying Process
-
Users: directly utilize tourism and hospitality products or services.
-
Influencers: shape the buying decision even without making the final choice.
-
Deciders: determine the product requirements that are needed, approve final actions, and set terms for suppliers.
-
Approvers: provide final approval for the choices.
-
Buyers: select and arrange purchase terms and specifications.
-
Gatekeepers: control the flow of information and potential access to suppliers.
Behavior of Business Travelers
-
Tech-Savvy and Socially Driven: Business travelers are more tech-savvy, socially driven, and frequently use shared economy services.
-
Millennial Travelers: Millennials are a significant segment in corporate travel. They are proficient in online tools, agencies, and smartphones.
Global Trends in Consumer Behavior
-
Youniverse: Customers' individual tastes and preferences, based on their desired brands, take precedence in travel decisions. Purpose-driven travel decisions based on environmental or social motivations are increasingly prevalent.
-
Bleisure: Increasingly blurred lines between professional and leisure travel activities.
-
Wellness Travel: Health-conscious consumers increasingly engage in wellness types of travel.
-
Space Tourism: Future prospects in the industry may require dealing with space tourists
-
Learning and Travel: Tourists want to gain new knowledge and experience through travel
A Model of Consumer Behavior
- There's a model to explain consumer behavior: marketing stimuli and other stimuli that impact buyer characteristics, leading to consumer decisions and, finally, consumer responses (product choice, brand choice, timing, amount).
Personal Characteristics Affecting Consumer Behavior
-
Cultural Factors: Culture, subcultures, and social classes shape consumer desires and behaviors.
-
Social Factors: Consumer groups, family, social roles, and status influence behaviors.
-
Personal Factors: Age, life cycle, occupation, economic status, and lifestyle. This encompasses preferences, needs, and values affecting consumer behavior.
-
Psychological Factors: Motivations (Maslow's Hierarchy of Needs, and Herzberg's Theory), perceptions, learning, beliefs, and attitudes affect consumer preferences and choices.
Psychological Factors
- Learning, Beliefs, Attitudes are central to consumer psychological factors.
Buyer Decision Process
- A structured model of the buyer decision process: need recognition, information search, alternatives evaluation, decision on purchase, and post-purchase behavior.
Need Recognition
- The buyer decision process starts with recognizing a need; this could stem from internal or external stimuli.
Information Search
- Sources for information: personal, commercial, public, and online sources
Evaluation of Alternatives
- Products are bundles of attributes, and consumers rank features to form purchasing intentions.
Purchase Decision
- Purchase decisions are influenced by existing attitudes of others and unexpected situational factors.
Post-purchase Behavior
- Customer satisfaction hinges on minimizing the gap between expectations and performance. Cognitive dissonance can stem from post-purchase conflicts.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
Test your understanding of consumer behavior in the tourism industry with this quiz. Explore concepts such as intrinsic motivation, decision-making processes, and strategies used in hospitality. Assess your knowledge of how travelers interact with destinations and services.
