Consumer Behavior of sustainable tourism accredited businesses in Guatemala

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Consumer Behavior of sustainable tourism accredited businesses in Guatemala and Costa Rica

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  • Consumer Behavior of sustainable tourism accredited businessesin Guatemala and Costa Rica By Pablo Alarcn IDIES - URL
  • Tourismis one of the maineconomic activities inCentral America.
  • Tourismis the main activitygenerating foreigncurrency incomes inCosta Rica.
  • Tourismis the second activitygenerating foreigncurrency incomes inGuatemala.
  • SustainableTourismis the main segmentof interest forRainforest Alliance.
  • 2 countries(Guatemala and Costa Rica).478 interviews in 22 enterprisesaccredited by Rainforest Alliance.175 inverviews in Costa Rica, and303 interviews in Guatemala.The sample was collected inApril and May, 2011.
  • Universe: 3.7 millionof tourists for both countries.95% of confidence level. *4.4% margin of error. **These margins apply for the whole sample (both countries). They dont apply for thesamples of the individual countries.
  • 8 of10 consumers have superioreducation and travel bypleasure - leasure.63% travels in groups of 2 - 4people.86% has 25 years oldor more.
  • 4 of10 consumers arein-country travelers.78% were not in other countriesnor before nor after their visit.57% of the consumers aremarried.There were no prevalence ofone gender over another.
  • Natural atractiveness 76% Security 63%Cultural atractiveness 50% Good price 38% Good location 31% Near or accesible 27%Accurate information 18% Other 5% Basis: 478 records. Source IDIES, 2011
  • Enjoyment, tranquility andamusementare the mainbenefitsobtainedby the visit. Enjoyment 69% Tranquility 68% Amusement 51% Comfort 45% Security/Safety 40% Confidence 24% Other 3% Basis: 478 records. Source: IDIES, 2011
  • 48% A beatiful world 34% Pleasure 29% Happiness 29% A peaceful world 23% A comfortable and prosperous life 22% An exciting life 22% Freedom 15% Inner harmony 13% Wisdom 13% Family security 11% A sense of accomplishment 9% Mature love 9% True friendship 8% National security 8% Self-respect (dignity) 7% Equality 5% Social recognitionBasis: 478 records. Source: IDIES, 2011 4% Salvation (eternal life)
  • The atractives take the best part!Not so much about the infrastructure...
  • The positive aspects inGuatemala,were lodging,the attractionsand food service.
  • The positive aspects in Costa Rica, were the attractions, security and customer service.
  • The negative aspects in Guatemala, were insecurityand infrastructure.
  • Pollution 47%Biodiversity and animal protection 38% Climate change 37% Social and community issues 29% Fair trade and labour standards 22% Other environmental issues 18% Organic food and agriculture 15% Basis: 478 records. Source IDIES, 2011
  • Pollution 47%Biodiversity and animal protection 38% Climate change 37% Social and community issues 29% Fair trade and labour standards 22% Other environmental issues 18% Organic food and agriculture 15% Basis: 478 records. Source IDIES, 2011
  • 51% of the consumers says thatsustainability influenced positively in the purchase decision for holidays. Source: IDIES, 2011
  • Source: IDIES, 2011
  • Source: IDIES, 2011
  • Source: IDIES, 2011
  • Internet 64% Travel guides 29% Tour operator 27% Personal advise 22% TV 13%Magazines/printing 8% press Basis: 248 records. Source: IDIES, 2011
  • want natural, cultural y safedestinations.benefit from destinations withenjoyment, tranquility andamusement.value the beautifulness ofsurroundings, pleasure,happiness and peace.
  • The attractions of both thecountries had positive ratings.In Guatemala,lodging and food service hadpositive ratings.In Costa Rica,security and client service hadpositive ratings.
  • in Guatemala,the insecurity had anegative rating.in Costa Rica,the high prices hadnegative ratings.infrastructure had a negativerating in both countries.
  • are acquainted with thesustainability and are interested intaking action about it.trust in accredited businesses,but dont check if thesustainability commitmentis real.dont buy sustainable vacations,mainly because theydont know them.
  • decide their vacations mainlyusing Internet.decide their vacations insecond place, using travel guidesand tour operators.
  • Thank you
  • Alarcn, P. (2011). Comportamiento del consumidor de turismo sostenible en Guatemala y Costa Rica. IDIES/URL Rainforest Alliance. Guatemala.
  • 1. Slides 1,17, 39(horses): zjinhui, http://www.flickr.com/photos/snortle/2178655034/2. Slides 2-5 (hummingbird): borman818, http://www.flickr.com/photos/7270284@N02/4299962530/3. Slides 6 (shadows):Elliot Moore, http://www.flickr.com/photos/24318458@N00/454631492/4. Slides 7 (ant): donkeycart, http://www.flickr.com/photos/23573246@N03/2944919071/5. Slides 8-9 (swimmer): cromacom, http://www.flickr.com/photos/97647206@N00/487513176/6. Slides 10-11 (rug): Rudy A. Girn, http://www.flickr.com/photos/67798782@N00/2348433889/7. Slides 12,14,16 (volcanoes): guillermogg, http://www.flickr.com/photos/51065161@N00/3171240206/8. Slides 13, 39 (minivan): drewdomkus, http://www.flickr.com/photos/99295536@N00/5330773851/9. Slides 15,39 (coffee): augschburger, http://www.flickr.com/photos/12395094@N00/176399181/10. Slides 18 (ladybug): Gustavo (lu7frb), http://www.flickr.com/photos/67662120@N00/2424839651/11. Slides 19,40 (tapado): donkeycart, http://www.flickr.com/photos/23573246@N03/2911036764/12. Slides 20,40 (frog): tam74, http://www.flickr.com/photos/11644123@N00/279356776/13. Slides 21, 41(boy): donkeycart, http: