South Africa Tourism Ppt 1
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Transcript of South Africa Tourism Ppt 1
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CONSUMERBUYING
DECISION
PROCESS
FOR SOUTH AFRICAN TOURISM
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As a destination, South Africa is multi-faceted
we are never just one thing at any one time.From our people, to our landscapes to our abundant
wildlife
we have so much to inspire and enthrall.
Let us take you on an enlightening journey acrossour country far and wide
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Motivators
The intellectual component
The social component
The competence-mastery component
The stimulus-avoidance component
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the individual tourist
gregarious or a loner?
adventurous or cautious?
confident or timid?
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different market segments
young people want to party, relax,drink heavily, have sex, dance and
make lots of new friends
elderly people have a preference forsedate activities like bowls and
bingo, and to be almost obsessed by
nostalgia parents are preoccupied with the need
to keep their children happy.
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Circumstances
Health
Disposable income available
Leisure time
Work commitments
Family commitments
Car ownership
Knowledge of:
Destinations
The availability of different tourism products
Price differences between competitors organization
Attitude and perceptions
Perceptions of destinations and tourism organizations
Political views Preferences of particular countries and cultures
Fear of certain modes of travel
How far in advance they like to plan and book a trip
Ideas on what constitutes value for money
Their attitudes to standards of behavior as a tourist
Experience of
Types of holidays
different destinations the products offered by different tourism organizations
Taking a trip with particular individuals or groups
Attempting to find discounted prices
Individual Tourist
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External stimuli
Political factors: government legislation and policy immigration restrictions and visa requirements civil disorder and terrorism the nature of the political system taxation policy, e.g. airport taxes tourist taxes.
The media: travel media, e.g. holiday features on television, innewspapers,and guidebooks
non-travel media, e.g. news programmes and wildlifeprogrammeson television
Tourism organization marketing:foreign destinations advertising campaignstour operators brochurestravel agents special promotions.
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The Purchase-Decision Process
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When consumer finds out a difference between the actual
state and a desired state, a problem is recognized
Stage one :
Customer wants to travel to any of the tourist places for a
particular period of time .
Facts :
It is an investment with no tangible rate of return, and the
purchase is often prepared and planned through savingsmade over a considerable period of time.
the vacation tourist will invest with no expectation of
material and economic return on his or her purchase of
an intangible satisfaction.
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Information search
Two steps
ofinformation
search
Internalsearch
1. Scanning ones memory to recallprevious experiences with products orbrands.
2. When past experience or knowledgeis insufficient
3 The risk of making a wrong purchasedecision is high
4 The cost of gathering information islow.
Externalsearch
1Personal sources, such as friends andfamily.
2Public sources, including various
product-rating organizations such asConsumer Reports.
3Marketer-dominated sources, such asadvertising, company websites, andsalespeople
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