Professional Documents
Culture Documents
Tourism Consumer Behaviour at Skyline College
Tourism Consumer Behaviour at Skyline College
Tourism Consumer Behaviour at Skyline College
- Aritro Dasgupta
Features
When tourists visit specific destination,
Needs of a Tourist
Mode of travel
Boarding & lodging
Scenic spots in & around tourist destination
Package tours
Pre
Trip
Trip
Post
Trip
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Pre Trip
Inboun
d
Domes
tic
Potentia
l Tourist
Outbou
nd
Trip
Booking
Capturin
g
Feedback
&
Thinking
Tourist
Experien
cing Trip
Post Trip
Action
Taken
report
(ATR) on
Feedback
Dispatchin
g ATR to
Tourist
Updating
Print /
Electronic
/ Online
media
consumers
Enhanced aircraft technology, facilitating
speedy travel
Enhanced connectivity
Education & awareness
Increase in leisure time of consumers
Proliferation of holiday package & tour
operators
Anticipati
on phase
Travel to
actual
site
Onsite
experien
ce &
activities
Travel
back
Recollecti
on of
experien
ces
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Product Related
Segmentation
Accommodation
Attractions
Adventure operators / organizers
Transportation & services
Seasons
Nature of visit
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Traveller Profile
Duration of trip / stay
Destination
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Household Demographics
Household makeup
Age profiles
Occupation profiles
Income
Lifestyle & life stage profiles
Race / ethnicity
Education level
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audience
Horizontal bar stands for WHAT of decision
making i.e. major decision stages
preceding, including & following the
purchase
Vertical enumerates following data:
WHO- decision participants & roles
WHERE- locations of decision stages
WHEN- time & timing of each stage
HOW- capsule description of how each stage
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is accomplished
BSM
19
WHAT
Need Arousal
Information Search
about Destination
WHO (Roles)
Initiator: family
members;
Influences:
colleagues, friends &
relatives;
Users: all travellers
WHERE
(Location)
Internet
WHEN
(Timings)
HOW
(Description)
Evaluation of
intrinsic needs: for
retreat,
health/wellness,
family commitment
BSM
20
WHAT
Travel
Logistics
Purchase /
Consumptio
n
Postpurchase
WHO (Roles)
Family
members &
travel agents
Family
members
Travellers &
prospective
travellers
affected
WHERE
(Location)
Planning stage;
homeland/desti
nation
Destination
Homeland
WHEN
(Timings)
Prior to the
preferred
season /
holidays
Holiday
season
Post- holiday
HOW
(Description)
Travel agent
services
Classify
destinations
on basis of
preference &
By word of
mouth, blogs
Outcome
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Basis of
Segmentation
Motivation
Theory
Comments
Need-based
Maslows
Hierarchy of
Needs
Values-based
Rokeach Value
Theory
Consists of instrumental
values (ideal modes of
behaviour) & terminal
values (ideal end states of
existence)
Valence of
attributes
Expectancy
Theory
Major Deterrents
Crime
Political instability
Terrorism
Prices
Hygiene
Lack of Infrastructure
Weather
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Wanderlust
Motivated by desire to rest, relax & Desire to travel & experience different
itinerary
Typically middle age older
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Individual Experiencing
Capability
Organized mass tourist
Individual mass tourist
Explorers
Drifters
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intermediary
Mixes little with members of the host
community
Familiarity is still dominant
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Explorer
Plan their own trips and try to avoid
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Drifter
Plan trips alone, visit tourist attractions and
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sea
Shopping now considered 4th S
However, trends are reversing in some
developed markets as developing countries
also now home to products earlier not
available
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Product Benefit
Services Benefit
Personnel Benefit
Image Benefit
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Customer Cost
Monetary Cost
Time Cost
Energy Cost
Psychological Cost
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Customer Relationship
Management (CRM)
Process used to learn more about
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regular tourists
Providing right deal or package to tourists
Providing right holiday package through
right channel to the tourists
Providing right holiday package during
correct season
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Thank You
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