Consumer Behavior “The study of consumer characteristics and the processes involved when individuals or groups select, purchase, and use goods and services to satisfy wants and needs” “The study of consumer characteristics and the processes involved when individuals or groups select, purchase, and use goods and services to satisfy wants and needs” Why is this important? Why is this important?

Motivation “A force within an individual which causes them to do something to fulfill a biological need or psychological desire” Secondary (soc/psych) vs. Primary needs (live) Secondary (soc/psych) vs. Primary needs (live) Short term vs. Long term Motives Short term vs. Long term Motives Intrinsic vs. Extrinsic Intrinsic vs. Extrinsic

Motivating Factors Push Factors: Push Factors: Those things internal to the tourist which make them desire travel Those things internal to the tourist which make them desire travel Attitudes, values, perception, learning, personality, norms Attitudes, values, perception, learning, personality, norms Pull Factors: Pull Factors: Those things external to the tourist which are contrived to make a destination more appealing Those things external to the tourist which are contrived to make a destination more appealing

Maslow’s Heirarchy of Needs Physiological Physiological food, water, air, shelter, reproduction food, water, air, shelter, reproduction Safety Safety Stability, security, structure Stability, security, structure Love Love Affiliation, affection, sense of belonging Affiliation, affection, sense of belonging Esteem Esteem Success, self-worth, achievement Success, self-worth, achievement Self-Actualization Self-Actualization Self-fulfillment, personal growth Self-fulfillment, personal growth

Leisure Ladder Model (Pearce) Fulfillment Fulfillment feeling peaceful (transported), totally involved feeling peaceful (transported), totally involved Self-esteem and Development Self-esteem and Development Developing skills, knowledge & abilities; competency Developing skills, knowledge & abilities; competency Relationship Relationship Build/extend relations; Enjoying through others Build/extend relations; Enjoying through others Stimulation Stimulation Optimal arousal for themselves; safe, but not bored Optimal arousal for themselves; safe, but not bored Relaxation and Bodily Needs Relaxation and Bodily Needs Emphasize basic needs; enjoy sense of escape Emphasize basic needs; enjoy sense of escape

Psychographic Dimensions High-energy Allocentrics High-energy Allocentrics Frequent travelers, use air, exotic, unique Frequent travelers, use air, exotic, unique Low-energy Allocentrics Low-energy Allocentrics By air, less frequent, more in fantasy By air, less frequent, more in fantasy High-energy Psychocentrics High-energy Psychocentrics Active, by car or RV Active, by car or RV Low-energy Psychocentrics Low-energy Psychocentrics Stay home, near familiar surroundings Stay home, near familiar surroundings

Distribution of Dimensions Mid-centric Near Psychocentric Near Allocentric Psychocentric Allocentric Disney South Pole Miami Beach Caribbean/ Hawaii South Pacific

Optimal Arousal Theory Tourism is guided primarily by intrinsic motives and the need to escape stress, excessive stimulation, and the mundane Tourism is guided primarily by intrinsic motives and the need to escape stress, excessive stimulation, and the mundane Through travel, the tourist seeks the stimulation or the peace and tranquility they may not have at home or work Through travel, the tourist seeks the stimulation or the peace and tranquility they may not have at home or work

Barriers to Travel (constraints) Cost Cost Time Time Health Health Family Stage Family Stage Lack of Interest Lack of Interest Fear and Security Fear and Security

Segmenting Tourism Markets Why? Why? Segmentation Types: Segmentation Types: Geographic Segmentation (gravity!) Geographic Segmentation (gravity!) Demographic Demographic Psychographic (not who, but how/why) Psychographic (not who, but how/why) Lifestyle, values, attitudes, desires, etc. Lifestyle, values, attitudes, desires, etc. Product/Service-related (ie, leisure/business) Product/Service-related (ie, leisure/business) Based on benefits, preferences, loyalty, etc. Based on benefits, preferences, loyalty, etc.

Segmentation (cont.) Good segments are.. Good segments are.. Substantial, exploitable, identifiable, durable Substantial, exploitable, identifiable, durable Long term (Dolly) vs. Short term (Christina) Long term (Dolly) vs. Short term (Christina) Five-Step Approach Five-Step Approach Choose a segmentation approach Choose a segmentation approach Profile the segments (using marketing mix) Profile the segments (using marketing mix) Forecast each segments’ potential (#/$) Forecast each segments’ potential (#/$) Decide which segment(s) should be targeted Decide which segment(s) should be targeted Estimate likely market share per segment Estimate likely market share per segment

Specialized Tourist Segments Business & Professional Travelers Business & Professional Travelers Inelastic! Vs. Elastic Demand Inelastic! Vs. Elastic Demand Incentive Travelers (employees) Incentive Travelers (employees) Mature Travelers (55 & older) Mature Travelers (55 & older) 50% of US disposable income 50% of US disposable income International Travelers (passports!) International Travelers (passports!) Canada, Mexico, Japan, Gr. Britain, Germany Canada, Mexico, Japan, Gr. Britain, Germany Single Travelers (live alone) Single Travelers (live alone)