H55C001M03

Tourist Services
Identification of Tourist’s needs 2
Identification of Tourist Needs
• Needs, wants and expectations
• Tourism customers travel for a range of different reasons. Customers have varied needs, wants
and expectations. Let's think about the differences between needs, wants and expectations.

• A need is a 'state of felt deprivation'. For example, you may feel the need for a drink if you have
not drunk for some time.
• A want reflects an individual's demand for particular goods or services to satisfy a need. For
example, you may need a drink and want a cup of coffee.
• Expectations are the extent to which a customer thinks their needs and wants will be satisfied.
For example, the customer thinks that the cup of coffee will satisfy their thirst.
• A range of variables, including attitudes and beliefs, personality, peer and other reference
groups and age, influence our wants and expectations.
• Business or holiday?
• The first point to consider is whether a customer is there for business or as a
tourist. Business people have totally different needs from those of holiday
travelers.

• Business customers may need to complete a lot of work in a short amount of time
and usually expect prompt and somewhat formalized attention from the services
they select from you.

• Holiday customers are usually looking for a relaxing, carefree time. They may have
fewer time restrictions. They can sleep in and take in the sights at a leisurely pace.
• Cultural or other special needs

• You need to be aware of the cultural origins and other needs of your customers and your colleagues.
• They may have different needs and expectations.
• Some of the expectations and wishes of American travelers, for example, are different to, say, Japanese
travelers or European or local Australian customers.

• Profoundly deaf staff or customers may not be able to speak clearly and may use sign language.
Shouting to make yourself understood not only causes them confusion but may appear to be rude to
them and other colleagues or customers in the workplace.

• When speaking with a visually impaired colleague or customer, always be sure to address them by
name so they understand that you are talking to them, and identify who you are (ie who the speaker
is). Do not shout.

• When guiding or leading a visually impaired person, allow them to take your arm, just above the elbow,
and describe the upcoming terrain . This lets them know what to expect and then they can anticipate
these directions accordingly.
• How much can the customer pay or is willing to pay?
• The amount of money your customers are prepared to pay will influence the types
of products and services they will choose. The same customers may choose
different accommodation establishments, depending on the reason for their stay.
Let's have a look at the same customers under different circumstances.

• For example, if they are on business, with their company picking up the tab for
expenses, they may stay at an up-market hotel. In addition, in this case they are
representing their business and may be meeting clients to whom they have to
convey a certain image. The luxury of a four- or five-star hotel is therefore what
they are looking for in accommodation.

• The same customers may stay in a budget-style motel or apartment if they are on
holidays with their families at their own expense. This may be what they are
willing to pay—and what they can afford.
• Special diets
• Customers may have special dietary requirements for various reasons
—for example, they may have a medical condition, they may be
health-conscious, or they may have religious beliefs about diet. Some
of your customers may be travelling with children and require
children's meals. Many establishments cater for special diets.

•
• Disabilities
• Customers with particular disabilities may need special facilities.
Many establishments, including health resorts, attraction facilities,
restaurants and so on, have facilities for people with certain physical
disabilities. You may need to check that these are properly designed
and have the required facilities and services. This is because some
operators are not clear on correct design.
• Time
• The amount of time customers have available creates a range of
product and service options for the tourism industry.
• Has the customer only three days for a holiday or three weeks? What
transport will they make use of to travel there and return? Will they
stay in a motel overnight or at a resort for a week? How will this
influence their choice of destination, transportation, accommodation
and activities? Available time determines the customer's choice of a
range of tourism products and services.
• Ages
• Some tourism businesses consciously cater for different age groups.
Are your customers mainly families, the elderly, or in the 18–35 age
bracket?

• Today increasing numbers of senior citizens are active, highly mobile,

financially secure and aware of the services they want from the
tourism products and services they choose. Some tourism services
and facilities don't cater for children within certain age groups. For
example, some guesthouses do not allow children at all.
• Interests
• Customers have a wide range of interests. There will always be
someone out there in the tourism industry servicing those particular
interests.
• How many people like fishing? How many ways are there to fish?
Deep-sea fishing, trout fishing and beach fishing are just some
examples. The list of special areas of interest is endless.
• The more you can find out about your customers' needs, the better
you can be prepared to provide them with quality customer service.
Thank you