Tourism Market and Consumer Behavior

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Questions and Answers

What is a market defined as?

A set of all businesses in a particular industry

A set of actual and potential buyers of a product (correct)

A set of all products and services offered

A set of actual and potential sellers of a product

Which type of tourist prefers structured and familiar destinations or activities?

Midcentrics

Psychocentrics (correct)

Explorers

Allocentrics

What type of tourist buys all-inclusive packages and ensures that everything goes as planned?

Organized mass tourist (correct)

Explorer

Drifter

Individual mass tourist

Which model of tourist motivation categorizes tourists into allocentrics, psychocentrics, and midcentrics?

Plog's Tourist Motivation Model Signup and view all the answers

What type of tourist seeks new areas but would sometimes opt for the comfort of familiar accommodations?

Explorer Signup and view all the answers

Which type of tourist has low affluence and low travel experience, and observes foreign culture from a bubble?

Bubble travelers Signup and view all the answers

What type of tourist has more affluence and a base of overseas travel experience that gives them more confidence?

Idealized-experienced seekers Signup and view all the answers

Which model of tourist categorizes tourists into bubble travelers and idealized-experienced seekers?

Stewart's Model of Holidaytaking Signup and view all the answers

What is the primary goal of email marketing?

To deepen the relationship with the customer or prospect Signup and view all the answers

What is voice marketing used for?

To educate people and answer questions about their topics of interest Signup and view all the answers

What is the main difference between optimizing for voice search and organic search?

Optimizing for voice search requires creating a Google action or Alexa skill Signup and view all the answers

What is conversational marketing?

The ability to have 1:1 personal conversations across multiple channels Signup and view all the answers

What is the purpose of influencer marketing?

To tap into an existing community of engaged followers on social media Signup and view all the answers

What is buzz marketing?

A viral marketing strategy that leverages creative content and community influencers Signup and view all the answers

What is a common feature of video marketing apps?

The ability to analyze, nurture, and score leads based on their activity Signup and view all the answers

What is the main goal of conversational marketing?

To meet customers where, when, and how they want Signup and view all the answers

What percentage of an airline's total operating cost is typically attributed to fuel?

14-16% Signup and view all the answers

What is the expected increase in demand for air travel by 2035?

50% Signup and view all the answers

What percentage of an airline's total operating cost is attributed to labor costs?

40% Signup and view all the answers

What percentage of the total operating cost is left to the airline management to control?

44% Signup and view all the answers

What was the impact of the COVID-19 pandemic on international passenger demand in 2020?

75.6% Signup and view all the answers

Why is building infrastructure not enough to solve airport capacity issues?

Maximizing new technologies is also required Signup and view all the answers

What is one of the health risks associated with air travel?

Viral diseases Signup and view all the answers

What was the impact of the COVID-19 pandemic on domestic passenger demand in 2020?

48.8% Signup and view all the answers

What is tourism demand defined as?

The number of people that plan to purchase tourism products supported by sufficient purchasing power Signup and view all the answers

What are the determinants of tourism demand?

Economic factors, comparative prices, demographic factors, geographic factors, socio-cultural attitudes to tourism, mobility, government/regulatory bodies, media communications, and information and communication technology Signup and view all the answers

What competes with tourism for an individual consumer's budget?

Other products or services such as a personal computer, home improvements, or fitness services Signup and view all the answers

What is travel motivation in tourism?

The inner state of a person or certain needs and wants of the tourists that can be considered one of the most important psychological influences of tourist behavior Signup and view all the answers

What is the impact of special offers on tourism demand?

It increases tourism demand in a country Signup and view all the answers

What is the relationship between tourism demand and the supply of products?

Tourism demand is sensitive to changes in the supply of products and the capacity of supply Signup and view all the answers

What are the factors that drive and set limits to the volume of a population's demand for holidays and travel?

Determinants of demand, such as economic factors, comparative prices, demographic factors, geographic factors, socio-cultural attitudes to tourism, mobility, government/regulatory bodies, media communications, and information and communication technology Signup and view all the answers

What is the role of information and communication technology in tourism demand?

It is a determinant of demand that influences tourism demand Signup and view all the answers

What is a long-haul flight?

A flight that takes up to 13 hours Signup and view all the answers

What is the difference between a direct flight and a non-stop flight?

The number of stops made during the flight Signup and view all the answers

What is an example of an ultra-long-haul flight?

Manila to New York Signup and view all the answers

What is the purpose of a stop during a direct flight?

To unload and pick up passengers Signup and view all the answers

What type of flight does not involve changing planes?

Non-stop flight Signup and view all the answers

Why might an airline use a connecting flight?

To provide more route options Signup and view all the answers

What is a characteristic of a non-stop flight?

Does not make any stops Signup and view all the answers

What is an example of a connecting flight?

Los Angeles to Dallas to New York Signup and view all the answers

Study Notes

Market and Consumer Behavior

A market is a set of actual and potential buyers of a product who share a particular need or want that can be satisfied through exchange relationships.
Different types of tourists:
- Allocentrics: prefer new, unstructured, exotic, or unusual trips or destinations.
- Psychocentrics: prefer structured and familiar destinations or activities.
- Midcentrics: possess both allocentric and psychocentric characteristics depending on the situation or season.

Tourist Motivation Models

Plog's Tourist Motivation Model:
- Allocentrics
- Psychocentrics
- Midcentrics
Cohen's Model:
- Organized mass tourist: buys all-inclusive packages and ensures everything goes as planned.
- Individual mass tourist: autonomous, prefers popular destinations and activities.
- Explorer: seeks new areas, sometimes opting for familiar accommodations.
- Drifter: a "free spirit" who avoids traditional tourist establishments.
Stewart's Model of Holidaytaking:
- Bubble travelers: low affluence, low travel experience, observes foreign culture from a bubble.
- Idealized-experienced seekers: more affluence, overseas travel experience, and confidence.

Marketing Strategies

Voice Marketing: leveraging smart speakers like Amazon Alexa and Google Home to educate and answer questions.
Email Marketing: sending educational or entertaining content and promotional messages to subscribers.
Conversational Marketing: having 1:1 personal conversations across multiple channels.
Buzz Marketing: using creative content, interactive events, and community influencers to generate word-of-mouth marketing.
Influencer Marketing: tapping into an existing community of engaged followers on social media.

Types of Flights and Air Travel

Long-haul flights: up to 13 hours (e.g., Manila – San Francisco, Manila – Copenhagen, Singapore – Norway).
Ultra-long-haul flights: beyond 13 hours (e.g., Manila – New York/Toronto, Qatar – Sao Paulo, London – Sydney).
Types of flights:
- Nonstop flight: no stop between destinations.
- Direct flight: same aircraft, but with a stop in between.
- Connecting flight: changing planes with different flight numbers.

Essential Characteristics of the Airline Industry

Total operating cost: fuel and labor costs affect airfare (14-16% fuel, 40% labor).
Airport capacity: a pressing issue, with demand for air travel expected to increase by 50% by 2035.
Health, safety, and security: air travel prone to acts of terrorism and disease transmission.

Tourism System Components

Tourism demand: the number of people planning to purchase tourism products with sufficient purchasing power.
Determinants of tourism demand: economic factors, comparative prices, demographic factors, geographic factors, socio-cultural attitudes, mobility, government/regulatory bodies, media communications, and information and communication technology.

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Description

Understanding the tourist market and different types of tourists is crucial for marketing tourism and hospitality products/services. Learn about the characteristics of tourists and how to target them effectively.