Tourists: Why do people engage in tourism? Pertemuan 3-4 Matakuliah : G1174/Tourism Management and Planning Tahun : 2007 Tourists: Why do people engage in tourism? Pertemuan 3-4

Topics What is tourism demand? Tourist motivation Consumer behaviour in tourism Typology of tourists Bina Nusantara

Objectives To explain the various reason of why people travels To formulate tourist motivation To describe tourist behaviour Bina Nusantara

What is tourism demand? Definition of Tourist Demand “the total number of persons who travel, or wish to travel, to use tourist facilities and services at places away from their places of work and residence” (Mathieson and Wall, 1982) Component of Demand Effective or Actual Demand Suppressed Demand: Potential Demand Deffered Demand No Demand Substitution of Demand Redirection of Demand Bina Nusantara

Concept map for understanding tourist behaviour The tourist Culture Demographics Sosial networks Personality Value Experience Attitudes Activities/attractions Setting Facilities Services Hosts Other tourists Management Destination Choice Motives Destnation images Travel Tourists’ on-site experiences Social, cultural and environmental contacts Outcomes Tourists’ Satisfaction Enjoyment Complaints Learning Skill development Health Hosts’ Impacts Income, employement, economic well being Social and cultural effects Conservation support and site species changes Management challenges We need to understand these to manage these to improve these Bina Nusantara

Factor influencing travel motivation Economic determinants Social-psychological determinants Exogenoues determinants (business environment) Bina Nusantara

The Study of Motivation in Tourism 7 elements within motivation: Travel as a response to what is lacking yet Destination pull in response to motivational push Motivation as fantasy Motivation as classified purpose Motivational typologies (= wanderlust & sunlust) Motivation & tourist experience Motivation as auto definition & meaning Bina Nusantara

Maslow’s Hierarchy of Needs & Travel Motivation Fulfill a dream Understand myself more Experience inner peace & harmony External rewards, prestige Glamour of travelling Competence, master Giving love & affection Maintain & initiate relationship To be with group membership A concern for own health A concern for other safety Simulation Escape from routine Relax & body reconstitution External excitement Bina Nusantara

Why people go on holiday? Push factor those which are said to make you want to travel. Pull factor those which affect where you travel given the initial desire to travel. Returning Departing Socio-psychological motives Escape Self-exploration Relaxation Prestige Regression Relationship Social interaction Cultural motives Novelty Education Origin Area Destination Intrinsic Extrinsic Why people go on holiday? Bina Nusantara

Travel Motivation Categories Physical motivators: physical test, sports participation, beach recreation, relaxing, entertainment and health consideration. Cultural motivators: the desire to see & know more about other cultures - their music, art, folklore, dances, paintings and religion. Interpersonal motivators: the desire to meet new people, to visit friends & relatives, to escape from routine, family or neighbors, or to make new friendship. Status & prestige motivators: the desire for recognition, attention, appreciation and a good reputation. Bina Nusantara

Cohen’s Classification of Tourists The Organised Mass Tourists The Individual Mass Tourists The Explorer The Drifter Familiarity Novelty Institutionalised Tourism Non-institutionalised Tourism Bina Nusantara

Plog’s Psychographic Traveller Types Distribution of tourist in each typology Allocentric Independent travellers Above average income Seek more adventurous experiences Mid-centric Majority of travellers Seek well-known established destinations May go to destination populated by allocentrics Psychocentric Less sure, more insecure travellers Choose destination similar to home Like the familiar and may be repeat visitor Bina Nusantara

Mayo and Jarvis (Travel Buying Behavior) Felt need/ travel desire Information collection & evaluation by image Travel decision Travel preparation & travel experience Travel satisfaction outcome & evaluation Bina Nusantara

The Tourist Who are the tourists – are they all holidaymakers? What do tourists come here for? What facilities are used by visitors to your town? Where do they come from? Where do they go? When do tourists travel? Why do people travel? How do tourists get around? How do holidaymakers make their travel arrangements? Etc. Bina Nusantara

Typology of Tourist Pscyhographic (psychological approach) Based on personality and lifestyle of tourist Demographic (demography approach) Based on characteristic of age, occupation, education, gender, family cycle Geographic (geography approach) Based on nationality or tourist generating region Bina Nusantara

VALS lifestyle categories Need-driven groups Survivor lifestyle Sustainer lifestyle Outer-directed groups Belongers lifestyle Emulator lifestyle Achiever lifestyle Inner-directed groups I-am-me lifestyle Experiential lifestyle Societally conscious lifestyle Self-directed lifestyle Combined inner- and outer-directed groups Integrated lifestyle

Dimension of Tourist Personality Ross (1991), 8 dimension of tourist personality: Venturesomeness: type of individual who is more seeking and exploring (tend to be first user). Pleasure-seeking: type of person who desires a considerable amount of luxury and comfort in all aspect of travel. Impulsive: the tendency to want to do something now. Self-confidence: the willingness to do unique and different things. Planfulness: individuals who is systematic and planful. Masculinity: the action-oriented man or the outdoorsman. Intellectualism: type of individual who has heavy orientation or high-brow interests People-orientation: a desire to get close to people through travel and to experience the many culture of worlds. Bina Nusantara

Leisure traveller vs. Business traveller Bina Nusantara

Factor influencing type of tourist based on geographical region Spatial distance: time and cost of travel Presence of international connectivity Reciprocity of travel flows Attractiveness of one country to another Influence of intervening opportunities Impact of specific, nonrecurring events The national character of the citizens of originating countries The mental image of the destination country in the mind of the citizen on originating countries Bina Nusantara

Conclusion Travel motives are the energizer of action, they are diverse and multifaceted. No simple explaination about why people take vacation, thus it is a process of understanding the psychology of tourist based upon the W’s and H questions – Who, What, Where, When, Why and How. Consequently, a range of researches and approaches may provide conflicting answers given that the behavior of tourists in pre, during and post travel are varied. Different types of tourist can have different characteristic. Bina Nusantara