Chapter 2 “Investigation of Tourism Marketing Survey ...Department of Tourism, Fudan University,...

“Tourism Marketing Management”, Chapter 4 “Impacted Factors of Tourist Behaviors”

Department of Tourism, Fudan University, Shanghai, China

Chapter 1 “Introduction to Tourism Marketing”

Chapter 9 “Channels of Tourism Distribution”

Chapter 8 “Policies of Tourism Price”

Chapter 7 “Policies of Tourism Product”

Chapter 6 “Segmentation of Tourism Marketing”

Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation”

Chapter 4 “Impacted Factors of Tourist Behaviors”

Chapter 3 “Environment of Tourism Marketing”

Chapter 2 “Investigation of Tourism Marketing Survey”

Chapter 11 “Management of Tourism Marketing”

Chapter 10 “Policies of Tourism Marketing”

Chapter 2 “Investigation of Tourism Marketing Survey”

Chapter 4 “Impacted Factors of Tourist Behaviors”



Objectives

Summaries

Key Concepts

Exercises

Chapter 4:

Impacted Factors of Tourist Behaviors



Objectives

To learn to analyze the cultural, social, individual and

Psychological impacts of tourist behaviors



Five Hypothesis

H1: to orientate for tourist

behaviors as purpose and objects

H2: to have free choose

for tourist consumers

H3: process for tourist consumers

H4: to impact on tourist

consuming behavior

H5: to induce for tourist consumer




Tourist

Behavior

Cultural

factor

Social

factor

Individual

factor

Psychologi

cal factor

culture

sub-culture

Stratum

……

Leisure

Technology

Politics

Nature

Family

Economy

Law

Role

……

Age

Gender

Modes

Occupation

Personality

……

Interest

Motivation

Perception

Decision

……



Section 1 Impacts of Cultural Factors on

Tourist Behaviors

Impacts of Cultures on

Tourist Behaviors



Cultural impacts on tourist

habit and behaviors

Cultural impacts on tourist

concepts and criteria

Cultural spread & pervasion

on tourist habit and behaviors


Tourist Behaviors



Cultural Features of

Tourist Behaviors

Immateriality

Habituality

Satisfaction

Communion

Dynamic



Section 1 Impacts of Cultural Factors on

Tourist Behaviors


Tourist Behaviors Impacts of Sub-cultures on

Tourist Behaviors



Impacts of Subcultures on

Tourist Behaviors

Stratum impact on tourist behavior

Folk culture impact on tourist behavior

Religious culture impact on tourist behavior



Characteristics of American Tourist Behaviors

Of Different Social strata

Social status general social background features of tourist behaviors

Upper

superstratu

m (less than

1%)

Inherit amount of fortune, social famous people with

noble family background, largely endow charity, master

social right, own many housing, best school for children

market for jewelry, antiques, housing and holiday,

referring for others, model by other social status for

their tourist decisions

Lower

supperstram

tum ( about

2%)

Have super capacity and high income or fortune, born in

middle status, positive attitude in public and mass affairs

Own houseboat, swimming poll and auto, including

arriviste, luxury tourist expenditure, display for

others

Upper

middle-level

(12%)

No noble family position and fortune, pay attention to

career, manage thought and fashion culture, professinals,

independent businessman and manager

Often oversea tour, like to join various association,

warm hearted in commonwealth, best market for

high-level housing, clothing, furniture and

electricity

Middle level

(32%)

Middle income white or blue collar workers, living in

urban respectable area and have a noble job, buy

fashionable product

A quarter people have imported auto, mostly pay

attention to tourist fashion, pursue better tourist

products and brand

Labor level

(38%)

Middle income blue collar worker or laboring level people,

relying on relatives and friends, introduction of job

employment, adopt tourist shopping suggestion, seeking

help

Holiday means “ in urban”, outside tour in less than

two hours attractions, apparently gender difference

and bad local custom

Upper

underlayer

(9%)

In poverty without unemployment, not rely on welfare,

lack of education, low income

less tourist chance, try to show autonomic image

cleanly

Lower

under-layer

(7%)

Rely on welfare, apparent in poverty, often in

unemployment, income for most people rely on public

relief or beneficence.

No tour chance, housing, dirty and tough clothing

and property



Impacts of Social Strata on

China’s Inbound Tourist Behaviors

The inbound travelers of

upper super-stratum


lower super-stratum


upper middle level


middle level



Impacts of Social Factors on Tourist Behaviors

Political impact on tourist behavior

Family impact on tourist behavior

Legal impact on tourist behavior

Technique impact on tourist behavior

Natural impact on tourist behavior

Economic impact on tourist behavior



Impacts of families on tourist behaviors

Impact of Family Style

on Tourist Behaviors

Family decision-making styles of

Tourist behaviors

Contents of family tourist decision Decision modes of dominant function

Tourism destination of recreation dominant function by husband

Selection of lodging condition dominant function by husband

Whether travel with children Common impact, decision from one side

Length of traveling holiday Common impact, decision from one side

Date of traveling holiday Common impact, decision from one side

Selection of tourist transportation for family Common impact, decision from one side

Content of recreation activities Common impact, decision from one side

Whether to have tourist holiday Common impact, decision from one side

How much money on tourist holiday Common impact, decision from one side



Impacts of families on tourist behaviors

Impact of Family Style


Impact of Family Cycle




Youth divorce without

children

Marriage in

middle-age without

children

divorce in middle-age

without children

Youth

single

Old

single Old

marria

ge

Youth

married

without

children

Youth

married

with

children

Marriage

in middle-

age without

children

Marriage in

middle-age

with

independent

children

Youth

divorce

with child

divorce in

middle-age

without

children

divorce in

middle-age

with

independent

children

Note

repeated cycle

Contemporary Family Life Cycle in Tourism Market



The Family Life Cycle (European/North American Model)

Stage Characteristics Tourism Behavior

1. Early

childhood

Entirely dependent on parent or guardian. Classic

sea and sand holidays

Seeking seaside or inland resorts with entertainment

facilities for children

2. Early

teenager

More influence on decision making process but

still dependent on parent

Resort based holidays with nightlife. Also youth

hostels and semi-independent activity holidays.

Group based holidays

3. Young person Young, singles not living at home Holiday taking dependent on time and resources,

therefore wide ranging – “sunlust” to activities. High

on adventure, backpacking and experiences

4. Partnership

stage

Couples living together and busier lifestyles. Time

is a major barrier to travel.

Wide ranging, more short breaks to fit in with dual

careers

5. Family stage

early

Includes single parent or separated partners.

Financial and school constraints are key factors.

Seeking family centred holiday

Key interest in main holidays, or visiting VFR at

other times

6. Family stage

late

Still major constraints regarding education.

Holiday taking patterns breaking up

Mix of holidays and children seeking semi-

independence

7. Empty nest Children leave home and parent or parents Wide ranging but higher prosperity to take more

expensive explorer holidays and second breaks

8. Retired One person or parents retired; income fixed but

time available

Continued search for quality. As age increases

seeking more passive holidays. Old age no longer a

barrier to travel



Impacts of social factors on

Tourist behaviors


Role status impact on tourist behavior








Role status impact on

tourist behavior

The person who starts the purchasing process and who

gathers information, i.e. the person in the group who

sees the need to satisfy a desire to travel. Initiator

Influencer The person or persons who express preferences in choice, selection of

information, etc. This can be a group of friends, relatives or a partner.

Decider

The person who has the financial control, and

possibly the authority within a group of people

to make the purchase, for example, the mother in a family.

Buyer The person who actually makes the purchase,

visits the travel agent, and sorts the details.

User The person or persons who consume the service,

i.e. those who actually go on the holiday.



Roles and Status of Tourist Behaviors

Types of travelers Five apparent activities relating to roles

travelers for sight

seeing

Take photo, buy souvenir, visit attractions, stay in a place temporarily, not to communicate

with local residents

traveler Stay in a place temporarily, taste local meal, visit attractions, take photos, visit some

places in privacy.

holiday traveler Take photos, visit attractions, avoid sociality, buy souvenir, contribution to local economy

luxury traveler Luxury life, care for social status, merry making, communicate with people in equal status,

visit attractions

business traveler Care social status, contribution to local economy, no photos, like to communicate with

colleagues, luxury life

temporarily

migrator

Over language difficulty, communicate with people in common points, not to know and

benefit from local people, un-luxury life

Traveler for

environment

protection

Interesting in own environment, not souvenir, not benefit from local people, to visit places

by oneself, take photos.

Adventure

traveler

To visit some places by oneself, interesting in environment, like to adventure, not souvenir,

explore local society deeply

churchman Not souvenir, seek for life meaning, not luxury life, not merry making, deeply explore

local society

oversea student Taste local meal, not benefit from local people, take photos, deeply explore local society,

body adventure

anthropology Deeply explore local society, to visit some places by oneself, interesting in environment,

not souvenir, take photos

Yuppie traveler Not souvenir, not luxury life, not care social status, not photos, not contribute to economy

international

athelete

Not refuse sociality, not benefit from local areas, explore some places by oneself, to

explore life meaning

foreign journalist Take photos, deeply explore local society, visit attractions, adventure, to explore some

places by oneself

religious

worshiper

To explore life meaning, not luxury life, not care social status, not benefit from local areas,

not souvenir



Roles and Types of Tourist Behaviors

Standard

classification

Different types of roles for travelers

Geographical

scope

Regional traveler, domestic traveler, international travelers, continent traveler,

global traveler

Fee origin Travelers at own expenditure, travelers at public fee, social traveler, incentive

travelers

Organization

modes

Party traveler, individual traveler, Package traveler,

Enjoyment

degree

Luxury traveler, economic traveler

Traveling

modes

Air traveler, railway traveler, auto traveler, sea traveler

Activity

content

Cultural traveler, holiday traveler, sight seeing traveler, relics traveler, meeting/recuperating

traveler, special traveler

Purpose

belongings

Recreation traveler, business traveler



Impacts of Social Factors on Tourist Behaviors


Leisure impact on tourist behavior

Role status impact on tourist behavior








Age & gender impact on tourist behavior

Economy impact on tourist behavior

Occupation impact on tourist behavior

Section 3 Impacts of personal factors on

Tourist behaviors



Economic Situations and Tourist Behaviors

Annual income Features of tourist behavior Asian areas

Low than 1000 US

dollars ·A few tourist expenditure for traveling

China, especialin in village

·village in India

·village in Thailand

1000 -2000 US dollars

begin to eat outside

shopping in some super market

limited traveling

·Sabazior, Shalaoyuezhou in

Malaysia:

Cities outside Bangkok in Thailand

Cities outside Jakarda in Indonisia

2000-3000 US dollars

apparent tourist expenditure

products with larges scopes in super market

buy small automobiles in person

·Economic special areas in Yangtse

river delta, Pearl river delta

urban areas in Malaysia

Bangkok in Thailand

Jakarda in Indonisia


·various tourist expenditure such as holiday

and healthy activities

·buying autos with more chances

·Kuala Lumpur in Malaysia

Village in Korea


More expenditure in eating outside

·Expenditure on traveling & recreation,

oversea buying luxury products

·investment

Urban areas in Korea

Urban areas in Chinese Taiwan

Upper than 10000 US

dollars

Investment

Tourist luxury products

family tourist recreation

areas in Hong Kong

·Japan

Singapore



China’s Inbound Tourist Behaviors of Various

Income Levels

Income types

of travelers

Tourist

cost Lodging request

Tourist

mode

Communicati

on with local

citizens

Evaluation for

destination

Travelers with

high-level

income

high

Luxury, high-

level

establishment &

service

Luxury

package or

business

travel

No

communicatio

n with local

people

Easily

unsatisfied

with service

Travelers with

middle-level

income

middle Middle-level Package or

family tour

Hope to

understand

local areas

preferably

Travelers with

low-level

income

low

Middle-level

without high

service request

Individual or

family tour

mostly

To

communicate

with local

people

preferably



Impact of age and gender by

traveler behavior

Tour mode impact on tourist behavior

Impact of income by traveler behavior

Impact of occupation by traveler behavior

Impacts of personal factors on

Tourist behaviors



Values and Life Styles (VALS) Typology Framework

Rules Orientation

Fulfilleds: These are affluent, home based people from a well educated

background. They have a good understanding of society, are receptive to

change and exhibit a conscious desire for value for money. They are principle

orientated.

Believers: They too are principle orientated but less wealthy than the fulfilleds.

They are more rigid in their purchasing patterns, favor American goods and

prefer established brands. They are pro-establishment and this is reflected' in

their interest in the family, church and local community.



Values and Life Styles (VALS) typology framework

Status Orientation

Achievers: Work orientation is important within this group but not to the

exclusion of the family. They tend to be conservative in outlook and favour

existing political structures, established brands and like to show off their

ascendancy in society, i.e. they are status orientated.

Strivers: They too are status orientated. They are akin to achievers but do not

have a similar resource base or income. They aim to emulate those who have

more.




Actions Orientation

Experiencers: They are younger, proactive types who are very social and like physical

exercise. They like to influence their environment. They are inveterate consumers of

fashion items and convenience goods. They are action orientated and try new products

and services.

Makers: They are more self-sufficient than experiencers but still seek to influence their

environments, although attention is focused on the family, work and locality. Unlike,

experiencers they are not much influenced by fashion; they seek primarily functional

goods and services.




Resources Orientation

Actualizers: This group comprises very high income earners who therefore

have freedom to explore. Image is of paramount importance in the expression

of taste and style. They are receptive to new ideas and products but these will

more often than not reflect the esoteric dimensions of life.

Strugglers: They are opposite to actualizers in that they have a poor resource

base. They have low incomes and stick to tried and tested brands. Without

resource they are not explorers in the marketplace.




traveler behavior

Personality impact on tourist behavior

Tourist style impact on tourist behavior




Tourist behaviors

Impacts of Personalities




Personalities and Tourist Behaviors

Types of tourist behavior Particularity of personality

Holiday tour Group-happy, worried, tranquil, knowing

domestic tour Radical, independent, tranquil, exciting, sensitive, intelligent,

suspicious

outbound tour Group-happy, bold in action, intelligent, fantasy,

swashbuckling

tour by air Group-happy, worried, bold in action, fantasy

tour by train Group-happy, independent, nervous, suspicious

sight seeing Group-happy, exciting, sensitive, fantasy, self-discipline,

intelligent, knowing

adventure tour Group-happy, independent, bold in action, constant, exciting,

intelligent, eager to do well

winter tour Group-happy, bold in action, swashbuckling

spring tour group-happy

autumn tour tranquil, self-discipline



Impact of age and gender by traveler behavior

Impact of personality by traveler behavior

Impact of tourist mode by traveler behavior




Tourist behaviors

Impacts of personalities

On tourist behaviors

Impacts of characters




Different Behaviors of Introversive and extroversive tourists

Introversive Travelers Extroversive Travelers

Like familiar attractions Like to visit unfamiliar and new attractions with

new discovery and new experience

Like activities in sunshine and relaxation Like to visit legend and unusual attractions

little activities large activities

Like to visit attractions by driving an auto Like to tour by air

Like tourist establishment package Suitable restaurant /food, need unfashionable inn,

not too many attractions

Like familiar atmosphere Like to communicate with people in different

culture and nationality

Like to arrange schedule in in full time Like to have free time in basic tourist activities




traveler behavior





Impacts of Personal Factors on Tourist Behaviors

Impacts of personalities


Impacts of characters


Impacts of natural propensities




Different Natural Propensities

Behavioral Features of Tourists Behavior

Type of Easing Type of Seeking Novelty

like familiar destination Like to visit unfrequented

attractions

like banal tourist activities Like to gain new and happy

experience

like sunshine recreation Like new and unusual scenic spots

little activities large activities

like to visit attractions by automobiles Like to visit attractions by air

like package facility, family style hotel,

tourist store

Normal hotel, not modern restaurant

and stores

Like familiar atmosphere, recreation

activities, little exoticism

like to talk with people in different

culture



Plog's Typology

Venture-soroeness

Self-confidence

Impassivity

Pleasure Seeking

Plantfulness

Masculinity

Intellectualism

People Orientation



Psychological Positioning of Tourism Destinations by Tourists

准心理中心型心理中心型

中间型

准他人中心型他人中心型

-3 -2 -1 0 +1 +2

拉斯维加斯康尼岛

弗罗里达夏威夷

加勒比地区南太平洋墨西哥非洲

中东中欧北欧南欧

日本美国内陆檀香山

Pyschocentrics Allocentrics Midcentrics



Tourism Typologies

Adventurers

Economizers

Dreamers

Worriers

Indulgers




traveler behavior

Promotion information impact on

tourist behavior

Travelers’ Preference & destination choose

Interesting impact on tourist behavior





Impacts of Personal Factors on Tourist Behaviors



Models of Tourists’ Behavioral Reaction Levels

modes

paragrap

h AIDA

modes

Impact level

mode

Innovation

adoption

modes

Information

communicati

on modes

Cognition

stage

Emotion

stage

Behavior

stage

notice

interest

action

desire

realize

know

like

prefer

assure

buy

realize

interest

adopt

test

evaluate

show

receive

cognized

reflection

attitude

intent

behavior



Impacted Factors of Common Sense in Promotion Information

Informatio

n source codes end-

point

decode 信号

Experience field Experience field

receiver sender



Section 4 Impacts of psychological factors on

Tourist behaviors

Impacts of Motivations on

Tourist Behaviors



Motivation

Theories

Motivation Theory of Florida

Motivation Theory of Maslow

Huzberg Double Motivation Theory

Other Motivation Theories



Motivation Theory of Maslow



Differentiation of

Tourist

Motivations

Action Interest Concept

Work family member oneself

Hobby family social problem

Social Activity work politics

Taking a holiday community commerce

Amusement amusement economy

Club activities fashion education

Community activity food product

Shopping media future

Sport achievement culture



Classification of

Tourist motivations

Classification of

Tourist behavioral

motivations

Diversity of

Tourist motivations



Diversity of

Tourist

motivations

Perfect

Psychological

Various

Complicate

Consistent

Adventurous

Exploring

Intellect



Impacts of psychological factors on

Tourist behaviors

Impacts of motivations on

Tourist behaviors

Impacts of perceptions on

Tourist behaviors




tourist behaviors

The process

of perception

Selected

Notice

Selected

Memory

Selected

Distortion




tourist behaviors

The process of

perceptions

Perceptions and

Tourism requirements



Perceptions &

Tourism requirements

Perception of Recreational Service

by travelers

Perception of Distance

by travelers

Perception of Transportation

by travelers

Perception of Destination

by travelers



Perceptions of Distance

by Tourists

Obstacle

Of

Distance

Difference

Of

Space

Incentive

Of

Distance

Relativity

Of

Perceived

Distance



Destination Perception of China by Inbound Travelers

Tourist expectation Tha

ilan

d

Malaysi

a

Indones

ia

Australi

a

Jap

an

Mexic

o

Cana

da

US

A

Germa

ny

Fra

nce

To experience cultural/life

modes

一十士一士一十十十干

To visit historic relics 十十十十十十十十十十

To enjoy natural attraction 十十十十十十十十十十

To pursue suitable weather 士一一一一一一干一一

to buy extract tourist souvenir 十十一一十十十十干士

To taste delicious food 十十十十士十十十干十

to enjoy comfortable

establishment

十一一一一十干干一一

To increase social/cultural

knowledge

干十一干干一干干干干

Cheap tourist expenditure 一一一一一一一一一一

to join winter activity 一一一一一一一一一一

To join recreation activity 一一一一一一一一一一

To see meaningful person 士十一干一一干干干十

To visit modern achievement 十十一一一干干干干干



Perceptual Mapping:

Attribute Importance Versus Perception

- Canada




Tourist behaviors

Process of

Perceptions

Perceptions and

Tourism Requirements

Study

Faith & Attitude



Impacts of cultural factors on

Tourist behaviors

Impacts of social factors on

Tourist behaviors


Tourist behaviors

Impacts of psychological factors on

Tourist behaviors

Summaries



Key Concepts




[email protected]

[email protected]

[email protected]

Chapter 2 “Investigation of Tourism Marketing Survey ...Department of Tourism, Fudan University,...

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Transcript of Chapter 2 “Investigation of Tourism Marketing Survey ...Department of Tourism, Fudan University,...