Consumer Behavior

1
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
• Why is this important?

2
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)
• Short term vs. Long term Motives
• Intrinsic vs. Extrinsic

3
Motivating Factors

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

4
Maslows Heirarchy of Needs

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

5
Leisure Ladder Model (Pearce)

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

6
Psychographic Dimensions

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

7
Distribution of Dimensions
Allocentric
Psychocentric
Mid-centric
Near Allocentric
Near Psychocentric
South Pole
Disney
Miami Beach
Caribbean/ Hawaii
South Pacific
8
Optimal Arousal Theory

• 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

9
Barriers to Travel (constraints)

• Cost
• Time
• Health
• Family Stage
• Lack of Interest
• Fear and Security

10
Segmenting Tourism Markets

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

11
Segmentation (cont.)

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

12
Specialized Tourist Segments

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