South Africa Tourism Ppt 1

7/29/2019 South Africa Tourism Ppt 1

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CONSUMERBUYING

DECISION

PROCESS

FOR SOUTH AFRICAN TOURISM


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As a destination, South Africa is multi-faceted

we are never just one thing at any one time.From our people, to our landscapes to our abundant

wildlife

we have so much to inspire and enthrall.

Let us take you on an enlightening journey acrossour country far and wide


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Motivators

The intellectual component

The social component

The competence-mastery component

The stimulus-avoidance component


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the individual tourist

gregarious or a loner?

adventurous or cautious?

confident or timid?


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different market segments

young people want to party, relax,drink heavily, have sex, dance and

make lots of new friends

elderly people have a preference forsedate activities like bowls and

bingo, and to be almost obsessed by

nostalgia parents are preoccupied with the need

to keep their children happy.


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Circumstances

Health

Disposable income available

Leisure time

Work commitments

Family commitments

Car ownership

Knowledge of:

Destinations

The availability of different tourism products

Price differences between competitors organization

Attitude and perceptions

Perceptions of destinations and tourism organizations

Political views Preferences of particular countries and cultures

Fear of certain modes of travel

How far in advance they like to plan and book a trip

Ideas on what constitutes value for money

Their attitudes to standards of behavior as a tourist

Experience of

Types of holidays

different destinations the products offered by different tourism organizations

Taking a trip with particular individuals or groups

Attempting to find discounted prices

Individual Tourist


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External stimuli

Political factors: government legislation and policy immigration restrictions and visa requirements civil disorder and terrorism the nature of the political system taxation policy, e.g. airport taxes tourist taxes.

The media: travel media, e.g. holiday features on television, innewspapers,and guidebooks

non-travel media, e.g. news programmes and wildlifeprogrammeson television

Tourism organization marketing:foreign destinations advertising campaignstour operators brochurestravel agents special promotions.


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The Purchase-Decision Process


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When consumer finds out a difference between the actual

state and a desired state, a problem is recognized

Stage one :

Customer wants to travel to any of the tourist places for a

particular period of time .

Facts :

It is an investment with no tangible rate of return, and the

purchase is often prepared and planned through savingsmade over a considerable period of time.

the vacation tourist will invest with no expectation of

material and economic return on his or her purchase of

an intangible satisfaction.


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Information search

Two steps

ofinformation

search

Internalsearch

1. Scanning ones memory to recallprevious experiences with products orbrands.

2. When past experience or knowledgeis insufficient

3 The risk of making a wrong purchasedecision is high

4 The cost of gathering information islow.

Externalsearch

1Personal sources, such as friends andfamily.

2Public sources, including various

product-rating organizations such asConsumer Reports.

3Marketer-dominated sources, such asadvertising, company websites, andsalespeople


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Documents

South Africa Tourism Ppt 1