The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 12 Selecting a Travel Destination
Robert C Mill and Alastair M Morrison © 2013 1
© 2013
Chapter 12
Selecting a Travel Destination
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© 2013
Contents Discusses travel information search behavior. Reviews the importance of social versus commercial
information. Examines the psychological process of perception. Describes the formation of destination images.
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 12 Selecting a Travel Destination
Robert C Mill and Alastair M Morrison © 2013 2
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Purpose Based upon an understanding of the traveler's search for vacation information, students will be able to suggest specific strategies to influence where, how, with whom, when, and for how long people vacation.
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The Search for Information
Travel decision making is very complex Involves decisions about several destinations, trip
length, activities, accommodations, etc. People move back and forth between searching for
information and making trip sub-decisions (Pan and Fesenmaier, 2007)
Case-based planning (Jun et. al, 2007) using personal memory as the initial knowledge base.
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Chapter 12 Selecting a Travel Destination
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Three Dimensions of Information Search (Fodness and Murray, 1998)
Spatial: Internal and external information Temporal: Ongoing or pre-purchase searches Operational: Focus on information from commercial
environment and social environment.
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Risk Perception and Information Search
People seek information to reduce risk; so trustworthy sources are used.
Longer times are spent on external searches in tourism. The greater the amount of risk; the greater is the
search. Poor vacation choices cause major disappointments. Vacations are intangible products and they tend to be
expensive.
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Chapter 12 Selecting a Travel Destination
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Factors Affecting Information Sources Consulted (Fodness and Murray, 1999)
Nature of decision making Composition of traveling party Purpose of trip Stage in family life cycle Socioeconomic status Length of stay
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Social vs. Commercial Information
Social environment: performs an evaluating function; is instrumental in selecting a travel destination.
Commercial environment: performs and informing function; lets people know what is available.
People use sources they think are credible. Social networking sites and traveler review sites like
TripAdvisoor.com are of increasing importance.
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Chapter 12 Selecting a Travel Destination
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Use of Internet
2007 was first year when more travel was bought online than offline in the U.S.
60% of U.S. was bought online in 2009. The 2012 Traveler (Google/Ipsos MediaCT U.S., August
2012) found: 83% of leisure travelers plan online 76% of business travelers plan online
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Characteristics of Internet Users
Younger Women Older Baby Boomers Have higher educational levels Travelers who stay overnight in commercial lodging Air travelers Online for four years or more Made decision to visit before requesting official
information Advance planners
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Chapter 12 Selecting a Travel Destination
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Learning Objective 1: Importance of Perception Explain the importance of perception on travel decisions and the interpretation of travel information.
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The Process of Perception Information received is distorted by people’s
perceptions. People perceive the same information differently. Information received from the social environment is
less distorted by people’s perceptual biases. When information is actively sought, there is also likely
to be less distortion. If people are unsure, they are likely to rely more on
information from the social environment.
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Chapter 12 Selecting a Travel Destination
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Perceptual Bias We do not make decisions on information, but on how
we perceive the information. Strong preferences strongly affect how new
information is perceived.
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Information Sources and Perceptual Biases
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Chapter 12 Selecting a Travel Destination
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Image-Shaping Forces Stabilize our perceptions Perceive in a certain habitual way Tendency to be confident or cautious Limited span of attention Individual's mental set (including expectations) People perceive what they expect to perceive Degree of familiarity with incoming stimuli Effect of social and cultural factors
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Perception of Distance
Whether to go or stay? Where to go? Which route to take? Distance as a barrier to travel Socioeconomic factors' influence on distances traveled
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Chapter 12 Selecting a Travel Destination
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Learning Objective 2: Role of Opinion Leaders Describe how opinion leaders form a link between the social and commercial environments.
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Characteristics and Roles of Travel Opinion Leaders (TOLs) Information tends to flow from mass media (and also
now the social media) to TOLs and then to members of the general public.
TOLs tend to read more, are more knowledgeable about travel products, and participate in more consumer-related activities.
TOLs are better able to determine the credibility of travel information sources.
Consult Malcolm Gladwell’s (2008) book, The Tipping Point.
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Learning Objective 3: Self-image and Travel Choices Describe how a person’s self-image influences his or her choices of travel destinations and services.
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How We Perceive Products and services as bundles of benefits or attributes Must satisfy felt needs Felt needs must be important to the person Buy services that fit our own images Real self Ideal self Self-image Reference-group self
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Chapter 12 Selecting a Travel Destination
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Learning Objective 4: Sensitivity to Information Explain how to use the factors that influence people’s sensitivity to information to increase the chances of a message being noticed.
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Sensitivity to Information
If we are inclined to receiving certain information, we are more sensitive to it.
Information that is too simple or complicated is likely to be ignored.
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Chapter 12 Selecting a Travel Destination
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Getting the Message Noticed Factors that affect the target audience’s sensitivity: Technical factors Size Color Intensity Moving objects Position Contrast Isolation
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Learning Objective 5: Images of Destinations Explain the process through which a person forms an image of a travel destination or service.
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Chapter 12 Selecting a Travel Destination
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Model of Information Sources and Perceptual Biases: Information Search
Commercial and social information sources Sensitivity to information Perceptual biases Travel alternatives Motives Decision criteria Inclination
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Model of Information Sources and Perceptual Biases: Direct and Indirect Feedback Effects
Reality and perception Perception is reality Organic image Induced image
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Chapter 12 Selecting a Travel Destination
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Components of a Destination's Image: Gunn – an image evolves on two levels
Organic image: Formed on the basis of external information about
the location Generally forms first The stronger of the two images
Induced image: The result of tourist-directed information
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A Model of Tourist’s Image Formation (Fakeye and Crompton, 1991)
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Chapter 12 Selecting a Travel Destination
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Components of Destination Image
Attribute-based (specific features) Holistic (overall sense of place) The above two each contain these characteristics: Functional: more tangible Psychological: more abstract
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Functional Characteristics
Psychological Characteristics
Common
Unique
Holistic Attributes
Source: Echtner & Ritchie
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Chapter 12 Selecting a Travel Destination
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Benefit Segmentation People perceive products and services in terms of
bundles of benefits or attributes. Likelihood of buying is based on perceived ability to
satisfy people’s felt needs. Benefit-based segmentation is a viable means of
determining vacation market segments. Benefits sought are better determinants of behavior
than other approaches.
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Marketing Implications Destinations must take control of the images that they
want to portray (destination positioning). Importance-performance analysis can be used (see
model of perception-marketing implications). Study of Ireland’s image among French tourists
provides a good example.
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 12 Selecting a Travel Destination
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Perception – Marketing Implications
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Functional (Physical, Measurable)
Beautiful scenery (B.S.)
Pretty towns (PT) Activities/sports available (A/S) Culture/history (C/H) Litter-free environment Nightlife/entertainment (N/E) Services available (S) Access (cost/means) Price/quality ratio Pleasant climate (C) Economic development/urbanization (E/D) Meet family/friends (FF) Welcome/friendly people Calm/tranquility (C/T) Relaxed pace of life (RPL) Discover something new (D)
Psychological (Abstract)
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 12 Selecting a Travel Destination
Robert C Mill and Alastair M Morrison © 2013 18
THE TOURISM SYSTEM
© 2013
Chapter 12
Chapter Summary Highlights
Once people are motivated to go on vacation they begin an information search to compare various alternatives.
They seek and receive information from friends and relatives, travel opinion leaders as well as from the commercial environment.
Incoming information goes through a two-step process before it has an impact. The first step controls the quantity of information that is received; the second controls the quality of information taken in.
It is possible to structure messages such that they have a greater chance of being noticed and communicate the intended message.
Benefit segmentation is a viable way of dividing a market. By comparing what is important to the tourist with the perception the
tourist has of a particular destination, a perceptual map can be developed to assist in marketing.
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