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TM 109 Prelim
Nonie Panes 1TM 109 - Tourist Behaviour
Galani-Moutafi (1999) and Nash (2001) warn would be analyst of tourist behavior to avoid the “sin of homogenisation”, or treating travellers as the same.
“Tourists are not alike. In fact, they are staggeringly diverse in age, motivation,
level of affluence and preferred activities.”
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“Understanding tourist behavior will help tourism planners to plan their step
of proceedings.”
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The Tourism ‘Open’ SystemPolitical Environmental Socio-
cultural
Tourist Behavior
Technological Legal Economic
Influences on deman
d
Demand
Origin
Tourism
Impacts
Supply
Destination
Tourism Intermediari
es
Transit Route
Regulatory Framework
Nonie Panes TM 109 - Tourist Behaviour 4
EMIC APPROACH One that takes the perspective of the participant/ person engaging in the behavior.Involves finding out from the participant how they see the world, how they look at the setting and the value of their experience
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ETIC APPROACH Contrast to an emic approach whereby an observer or an outsider, classifies or describes the tourist behavior according to pre-judged categories.
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Tourist behavior matters to:
Tourists Public Sector Managers Business interests
Particularly for: Particularly for: Particularly for:Personal Satisfaction Managing impacts Marketing, Salesand Growth generating Management community benefits & Profitability
Occasionally to the Political
media for high profile Interest
incidentsTourism Analysts and Researchers
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1. Anticipation or Pre-purchase Phase
Many tourist plan for their forthcoming travel.
2. Travel to the site segment Anticipatory element of tourist
experience by the need to access the location.
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3. On-site experience The intangible experience and opportunity to view,
absorb, feel, hear and sense the place visited “The magic that some places hold, that feeling that
embraces landscape and history and our personal associations, but somehowgoes beyond the sum of them. Energy…Spirit…call it what you like. Its just words to describe a real experience we can’t explain when we get that shiver… ( Mc Carthy, 2000:370)
5. Return Travel Component
6. The extended recall and recollection StageNonie Panes TM 109 - Tourist Behaviour 9
5. Return Travel Component Deep personal reaction and sometimes
socio-environmental consequences of the tourist on-site experience
5. The extended recall and recollection Stage
The reflection phase of the tourist experience
Nonie Panes TM 109 - Tourist Behaviour 10
Human BehaviorRefers to the manner in which human beings act and conduct themselves; the way in which they work and play, react to the environment, perform their functions and responsibilities, and do things in their daily lives.
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HUMAN BEHAVIOUR
Body Spirit
Mind (Human
Personality
)
ConationIntentions, reasons,
volition, will, personal
motivation
AffectFeelings, emotions, attitudes
CognitionKnowing, thinking,
stimulating, reason
Biology genetics
Bodily functioni
ng
Output behaviou
r Philosophy
Experiences
Intuition
Beliefs
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In summary, the five major components of human behaviour are:
1. Cognitive - Knowledge
2. Affective - Feelings
3. Conative - Personal Motivation
4. Spiritual - Inert Behaviour
5. Behavioural – Overt Behaviour
Nonie Panes TM 109 - Tourist Behaviour 13
s
Supra - Environment International trends, global
changesMacro - EnvironmentLocal/national trends in economy, politics, culture,
social systemMeso – EnvironmentSocial institutions, professional groups,
industriesMicro – EnvironmentFamily, local neighbourhood, community,
institutions, peer group
Individual
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Human behaviour develops as a result of the:
1. Interrelationships between the mind (cognition), affect (feelings), and conation (will)
2. Influence of biological, genetic, and spiritual factors
3. Influence of the environment in which human behaviour occurs; and
4. Feedback from the environment as a result of individual’s behaviour (Huitt, 2003)
Nonie Panes TM 109 - Tourist Behaviour 15
Extrinsic Motivation
INDIVIDUAL
Intrinsic Motivatio
n
Physical
Mental
Spiritual
Cognitive
Affective
Conative
Categories and sources of Motivation
Nonie Panes TM 109 - Tourist Behaviour 16
Theories of Human Behaviour
Cause-Motive-Behaviour-Goal
Hierarchy of NeedsExistence-
Relatedness-GrowthMotivators and
Hygiene FactorExpectancy Cognitive DissonanceReinforcementEquityLearned Needs
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Human behavior has three important characteristics:1.Behavior is caused
behavior does not happen; it is caused by factors that an individual may not even be aware of.
2.Behavior is directed behavior has its aims; all individuals aim at
achieving certain goals regardless of whether they are conscious of these goals or not.
3.Behavior is motivated motives determine an individual’s actions and
what individuals do; they provide the energy to achieve goals.
Nonie Panes TM 109 - Tourist Behaviour 18
Cause, Reason, Stimulus
Motive, Need , Energy
Goal, Aim, Objective
Behaviour
Cause-Motive-Behaviour-Goal Model
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Two (2) Categories of MHN:Deficiency Needs
Lower needs must be satisfied before an individual will move to the next higher level
Growth Needs Cognitive, Aesthetics, Self Actualization,
Trancendence.
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Nonie Panes TM 109 - Tourist Behaviour 21
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According to Clayton Alderfer (1972), lower-level needs do not have to be completely satisfied before upper-level needs become motivations. Also, if an individual is unable to meet upper-level needs the person will regress and lower-level needs become the major determinant of their motivations.
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Three (3) Level of Needs
1.Existence :Physiological and Safety Needs2.Relatedness :Social & External Esteem Needs3.Growth :Self Actualization and Internal Esteem Needs
Nonie Panes TM 109 - Tourist Behaviour 25
Differences from MHNUnlike MHN, the ERG theory allows for different levels of needs to be pursued simultaneously.The ERG theory allows the order of the needs be different for different people.The ERG theory acknowledges that if a higher level need remains unfulfilled the person may regress to lower needs that appear easier to satisfy this is known as the frustration – regression principle.
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Nonie Panes TM 109 - Tourist Behaviour 27
Herzberg, Mausner, and Synderman (1962)1.Motivator Factor
Element that gives positive satisfaction , arising from intrinsic condition of the activity itself such as recognition, achievement or personal growth.
2.Hygiene Factor Elements that do not give positive satisfaction,
though dissatisfaction results from their absence. These are extrinsic to the activity itself such as company policy.
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Nonie Panes TM 109 - Tourist Behaviour 29
Combining the hygiene and motivation factors>H + >M : Ideal situation where tourists are highly motivated and have few complaints.>H + <M : Tourists have few complaints but are highly motivated.<H + >M : Tourists are motivated but have a lot of complaints<H + <M : Worst situation. Unmotivated tourists with lots of complaints
Nonie Panes TM 109 - Tourist Behaviour 30
Victor H. Vroom (1964) defines motivation as a process
governing choices among alternative forms of voluntary activities, a process controlled by the individual
"This theory emphasizes the needs for analysts to relate rewards directly to performance and to ensure that the rewards provided are those rewards deserved and wanted by the recipients.”
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The individual makes choices based on estimates of how well the expected results of a given behavior are going to match up with or eventually lead to the desired results.
Motivation is a product of the individual’s expectancy that a certain effort will lead to the intended performance, the instrumentality of this performance to achieving a certain result, and the desirability of this result for the individual, known valence.
Nonie Panes TM 109 - Tourist Behaviour 32
Three (3) Components:
1.Expectancy: Effort Performance (E P)
2.Instrumentality: Performance Outcome
(P O) 3.Valence: V(R)
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Leon Festinger created the theory of cognitive dissonance as a variation of consistency or congruence theory. When two ideas, thoughts, or values we
have are in sync with one another we can say that they are consonant, or in harmony.
When they conflict with each other they create a sense of anxiety called "dissonance".
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Cognitive dissonance is the term used to describe the state of anxiety produced by a person having two conflicting cognitions.
When we experience cognitive dissonance we are motivated to reduce the feeling of anxiety in some way. We do this by changing attitudes, beliefs, or actions to make them consistent with each other.
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1. Reduce the importance of the dissonant beliefs
2. Add more consonant beliefs that outweigh the dissonant beliefs
3. Change the dissonant beliefs so that they are no longer inconsistent
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Nonie Panes TM 109 - Tourist Behaviour 39
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Nonie Panes TM 109 - Tourist Behaviour 41
NATURE OF TOURIST BEHAVIOR
Nonie Panes TM 109 - Tourist Behaviour 42
1. Demographic Variables (age, gender, marital status etc.)
2. Socio-cultural Variables (social class , education, family, groups, neighbours, cultural values)
3. Psychological Variables (learning, perception, personality, attitudes, self-concept, beliefs, motivation, interest, lifestyle)
4. Economic Variables (income, time, employment, price, taxes, interest rates, exchange rates)
5. Geographic Variables (place of origin, climate)6. Political Variables (war, instability, terrorism)
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TM 109 - Tourist Behaviour
AgeAge
Life-Cycle StageLife-Cycle Stage
GenderGender
GenerationGenerationEducationEducation
ReligionReligion
RaceRace
NationalityNationality
Nonie Panes 44
Classification RangeJuvenile•Infancy, Childhood, Preadolescence, Adolescence
0-19
Early Adulthood 20-39Middle Adulthood 40-59Late Adulthood 60+
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Nonie Panes TM 109 - Tourist Behaviour 46
Nonie Panes TM 109 - Tourist Behaviour 47
Bachelor Stage/ Single AdultNewly Married CouplesFull Nest IFull Nest IIFull Nest IIIEmpty Nest IEmpty Nest IISolitary Survivor ISolitary Survivor II
Generation Sub-Generation
Time-Table
Notable Occurrences
Greatest Generation
G.I Generation 1901-1924
Experience WWII in Adulthood
Silent Generation
1925-1945
Experience WWII in Childhood
Baby Boomers Boom Generation
1946-1964
Space Exploration
Generation X Baby Busters 1965-1975
Experience Vietnam/ Cold War
MTV Generation/ Boomerang Gen
1975-1980
Rise of Mass Media/ End of Cold War
Generation Y Echo Boom 1978-1990
Rise of the information age, war on terror, rising gas and food prices
Generation Z New silent generation
1995-2012
Internet, dot coms, digital globalization
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Nonie Panes TM 109 - Tourist Behaviour 49
Segment General Characteristics
Buying Needs
Adult Centered Families
Older parents w/ children
Educational Travel, Travel close to home
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Blended Families Remarried w/ children from other marriage, need to start from the beginning
Need everything including vacations
Boomerang kids Children returning home after college, have high discretionary income, often pay nothing for accommodation and food
Gifts to parents in terms of travel, weekend getaway, cruise trips
Segment General Characteristics
Buying Needs
Dual Income Families Both spouses work Convenience and luxury, expensive travel, clothes, spa etc.
Nonie Panes TM 109 - Tourist Behaviour 51
Empty Nesters Families with no children
Exotic and adventure travel, luxury items
Expanded families Parenting stepchildren, grandchildren, elderly parents, grandparents, ill relatives, adopted children
Depends on interests and needs
Segment General Characteristics
Buying Needs
Friends as families Friends being virtual family members
Weekend getaway, cruise trips.
Nonie Panes TM 109 - Tourist Behaviour 52
Grandparent families Families with multiple grandparents
Comfortable all inclusive trips with educational focus.
Multigenerational or vertical families
Several generations alive at once
Extended family vacations, multiple generation trips, scheduled events and dinners, each sponsored by different family members
Segment General Characteristics
Buying Needs
Solo fliers Single either married or not, enjoy the solitary lifestyle, mostly older women, widowed or divorced.
Products and services that help to look and feel good, ex. Health clubs, wellness and spa products, healing services etc.
Nonie Panes TM 109 - Tourist Behaviour 53
Soul mates Live in long term relationships, financially stable
Luxury items, such as retreat trips, cruises, spas, fine dining etc.
Two (2) Factors:1.Motivators
Factors that influence and encourage the tourist to wish to purchase a particular product.
2.Determinants Factors which define to what
extent tourists are able to purchase the product they desire.
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EXAMPLE:Personal MotivatorsMultiple MotivatorsShared MotivatorsExpressed and Real Motivators
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Nonie Panes TM 109 - Tourist Behaviour 56
TOURIST
CULTURAL•Sightseeing•Experiencing new culture
PHYSICAL•Relaxation•Suntan•Exercise and Health•Sex
EMOTIONAL•Nostalgia•Romance•Escape•Adventure•Fantasy•Spiritual Fulfillment
PERSONAL•Visiting Friends & Relatives•Make new friends•Search for economy if on very limited income
PERSONAL DEVELOPMENT•Knowledge•Learning new skill
STATUS•Exclusivity•Fashionability•Obtaining a good deal•Ostentatious spending opportunities
Two (2) Types of Determinants1.Those factors which determine whether or not someone will be able to take a holiday or not.2.Those factors which determine the type of trip, if the first set of determinants allow a holiday to be taken. 3.
Nonie Panes TM 109 - Tourist Behaviour 57
PUSH PULLDesire for escape Rest and relaxationAdventurePrestigeSocial interactionNovelty seekingExplorationEnhance relationshipsEvaluation of selfRegression Learning new thingsDesire for pampering /
comfortBeing entertainedHobbies
BeachesRecreation facilitiesHistoric sitesBudgetCutural resourcesUndistrurbed natureEase of accessCosmopolitan
environmentOpportunities to
experience a different culture
Nonie Panes TM 109 - Tourist Behaviour 58
PSYCHOCENTRIC/DEPENDABLES
ALLOCENTRIC/VENTURES
Prefer familiar travel destinations
Prefer relaxing sun and fun spots
Prefer low activity levels Prefer driving to destinations Prefer heavy tourist
accommodations ( family style restaurants, hotel developments)
Prefer familiar rather than foreign featuring a full schedule of activities atmosphere
Prefer purchasing complete tour packages
Prefer non “touristy “ destinations Enjoy discovering new
destinations before others have visited them
Prefer unusual destinations Prefer high activity levels Prefer flying to destinations Prefer services such as adequate
to good accommodations and food and few developed tourist attractions
Enjoy interacting with people from different cultures
Prefer tour arrangements that include basics and allow for considerable flexibility
Nonie Panes TM 109 - Tourist Behaviour 59
Personality Type Motivation
ALLOCENTRIC Education and cultural motivesSearch for exoticSatisfaction and sense of power and freedomSharpening perspectives – awaken senses, heighten awareness
NEAR ALLOCENTRIC Religious pilgrimage or inspirationParticipation in sports and sports activitiesTravel as a challenge, sometimes a test of endurance
MIDCENTRICS The need for a change for a period of timeAn opportunity to escape from life’s problemsAppreciation of beauty
Near Psychocentric and Psychocentric
Ego-enhancementQuest for statusNonie Panes TM 109 - Tourist Behaviour 60
Push factors(three A’s)
Pull factors
Information
Decision to travelPersonalityMotivations
CultureLife
ExperiencesGenderHealth
Education,Others
Recollection, Evaluation
Tourism experience
Final destination selection
Evaluations of alternatives from awareness set of
destinations
Nonie Panes TM 109 - Tourist Behaviour 61
FulfilmentFulfil a dream, understand myself more:
experience inner peace and harmonySelf-esteem and development
Self –directed skills, special interest, competence, mastery.
Other directed: external rewards, prestige, glamour of travelling. Connoisseur, self-esteem
RelationshipSelf-directed: giving love, affection, maintaining relationships
Others directed: receiving affection, be with group, membership, initiating relationship
StimulationSelf-directed: a concern for safety
Other directed: a concern for other’s safety
RelaxationSelf-directed: need for bodily construction , relaxation
Nonie Panes TM 109 - Tourist Behaviour 62