Characteristics of Tourism1

1
Characteristics of Tourism1

• Tourism is an economic activity (started as
  leisure but evolved)
• Thus, tourist is defined as the consumer
• Tourism is concerned with the consumption and
  expenditure of tourists in the places they are
  visiting
• In international tourism foreign exchange
  earnings by touristss consumption are important

Yarcan, S. Lecture Notes. Introduction to
Tourism. Department of Tourism Management.
Istanbul University
2
Differentiating Characteristics of Tourism1

• Tourism is an invisible export activity
• Products and services are complementary
• Demand in tourism not for a specific product but
  for a bundle of services
• All these services forming the final product are
  not independent and complementary
• Accomodation travel catering all have to
  exist together
• Even the tourism products of various countried
  can be complementaryi.e. Cultural tours to
  Turkey, Greece, Israel and Egypt

Yarcan, S. Lecture Notes. Introduction to
Tourism. Department of Tourism Management.
Istanbul University
3
Differentiating Characteristics of Tourism1

• There is no distinct industry solely producing
  for tourism
• There is no such production activity that can be
  called tourism industry
• Tourism service and product cannot be stored for
  future and it should be consumed when it is
  available or it is lost. There is no inventory of
  the product
• i.e. Hotel room, seat in an aircraft, a daily
  city-touretc.
• Production and consumption in tourism take place
  concurrently

Yarcan, S. Lecture Notes. Introduction to
Tourism. Department of Tourism Management.
Istanbul University
4
Differentiating Characteristics of Tourism1

• Direction of transaction is reverse
• Unlike the usual trade goods, in tourism
  consumers are shipped to the location where the
  services, commodities and goods are located.
• Thus it is an invisible trade item
• Intermediaries in consumption
• The products can be consumed by intermediaries
  (tour operators, tarvel agencies, guides, hotel
  and restaurans staff)
• The number intermediaries are getting less by the
  help of technology

Yarcan, S. Lecture Notes. Introduction to
Tourism. Department of Tourism Management.
Istanbul University
5
Differentiating Characteristics of Tourism1

• Tourism product is fragmented
• Tourist product is a package
• The product components are
• Transportation
• Destination/ground-land services
• Local transport/transfers
• Accomodation
• Catering
• Recreation
• Guiding
• These are all sectors by themselves
• These are all independent sectors by themselves

Yarcan, S. Lecture Notes. Introduction to
Tourism. Department of Tourism Management.
Istanbul University
6
Differentiating Characteristics of Tourism1

• Travel is an experience
• There is no tangible product in tourism
• Tourist buys an experience that can not be tested
  before (but what can you do instead of testing?
  Opinions)
• It is an image-dream
• Demand is volatile/ unstable/ seasonal
• Tourism is unstable
• It is affected by wars,strikes, political crisis,
  technological developments, natural disasters,
  preferences of touristsetc.
• Mass tourism and cultural tourism are seasonal
  and concentrated in summer months (and sometimes
  winteri.e. Switzerland)

Yarcan, S. Lecture Notes. Introduction to
Tourism. Department of Tourism Management.
Istanbul University
7
Current Economic Downturn Will it influence
Turkish tourism?

• "Kriz Türk Turizmi Için Avantaj Olabilir"
• 11 Ekim 2008 1936
• http//www.aktifhaber.com/news_detail.php?id18757
  9
• Kültür ve Turizm Bakanligi Tanitma Genel Müdürü
  Tasbasi, dünyada yasanan ekonomik krin
  etkilerinin daha çok 2009'da ortaya çikacagini
  belirtti.
• Kültür ve Turizm Bakanligi Tanitma Genel Müdürü
  Tasbasi, dünyada yasanan ekonomik krin
  etkilerinin daha çok 2009'da ortaya çikacagini
  belirtirken
• "Ancak, Avrupa'da yasanan ekonomik kriz Türk
  turizmi için bir avantaj olabilir" dedi.
• (TÜROFED) Yönetim Kurulu Toplantisi'nda
  gazetecilere açiklama yapan Tasbasi, Türkiye'deki
  fiyatlarin diger ülkelere göre düsük olmasi
  nedeniyle avantajli oldugunu söyledi. Tasbasi,
  dünyada bir krizin yasandigini ve krizin
  etkilerinin daha çok 2009'da ortaya çikacagini
  belirterek, "Ancak, krizden turizmi açisindan
  faydali çikabiliriz. Kriz, bizim için avantaj
  olabilir. Bizim fiyatlarimiz özellikle rakibimiz
  olan Italya, Ispanya, gibi ülkelere göre daha
  düsük. Insanlar ekonomik kriz dönemlerinde
  seyahatlerini daha ucuz yerlere kaydirmaya ve
  daha ucuza seyahat etmeye çalisirlar. Bu bizim
  için ciddi bir firsat olabilir" diye konustu.

8
Current Economic Downturn Will it influence
Turkish tourism?

• Ingiltere'de kriz turizme siçradi
• 13/09/2008 1022
• http//haber.sol.org.tr/ekonomi/3704.html
• Ingiltere'nin en büyük üçüncü tur operatörü XL
  de krize teslim oldu. Emlak krizinin ardindan
  iflas eden ilk turizm sirketi olan XL binlerce
  Ingiliz turistin gittikleri ülkelerden geri
  dönememesine yol açti. Ingiltere XL iflasini
  "üzgün gün" olarak ilan etti.
• Ingiltere'nin en büyük üçüncü tur operatörü olan
  ve her yil milyonlarca tur satmasiyla ünlenen XL
  adli turizm firmasinin iflasi Ingiltere'de "üzgün
  gün" olarak duyuruldu. Böylelikle Ingiltere'de
  yasanan durgunluk emlak sektörünün ardindan
  turizm alanina da siçramis oldu.  Finansman
  sorunu ile  petrol fiyatlarindaki artisin
  sirketin iflasinda etkili oldugu bildiriliyor. 
• Iflasin açiklanmasinin ardindan, sayilari
  binlerle ifade edilen Ingiliz turistin,
  gittikleri ülkelerde sahipsiz kaldiklari
  bildirildi.
• XL tarafindan satilan turlarla dünyanin çesitli
  ülkelerinde yaklasik 67 bin Ingiliz turistin
  bulundugu, 200 bin kisinin ise ileriye yönelik
  rezervasyon yaptirip ödemede bulunduklari
  açiklandi.

9
Differentiating Characteristics of Tourism1

• Travel motivations vary
• Travel motivations are heterogeneous
• These motivations and eventually final decisions
  can be influenced by very subjective reasons as
  well
• Motivation movere to move

Yarcan, S. Lecture Notes. Introduction to
Tourism. Department of Tourism Management.
Istanbul University
10
TRAVEL MOTIVATIONS

• People dont take trips
• trips take people.
• John Steinbeck

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MOTIVATION FOR PLEASURE TRAVEL

• All tourism practitioners must understand
  peoples (tourists/consumers) motivation to
  travel
• Why?
• A motivational profile is important to understand
  how well the destination characteristics fit the
  needs of the travellers
• To be successful
• In order for a business to be successful it has
  to meet the needs and expectations of the
  customers
• To have repeat business
• To generate positive word of mouth advertising
• To maintain or increase the level of charging

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Asking the Question?

• Why do tourists travel?
• or a better/more specific question
• Why certain groups of people choose certain
  holiday experriences?
• What is your choice of travel? Why?

13
Answering the Question

• All individuals can provide their specific
  answers but it is not enough
• We can use different sources to answer the
  question
• History can be a good source
• Romans travelled for (escape, social prestige,
  social interaction, health)
• Pilgrims, monksetc. travelled for spiritual
  experience
• Heradotus travelled out of curiousity
• Grand tour traveller for education (political
  power??)
• Other examples

14

• Current Market Researches
• Very basic or specific and complex market
  researches are undertaken to understand the
  travel motivations of people
• They are undertaken
• by scholars for academic purposes
• by market survey companies
• by governments (for a tourism master plan)
• or sometimes by cooperation of both scholars and
  survey companies

15
Examples of Researches by Scholars
16
Uysal and Hagan (1993). Motivations of Pleasure
Travel and Tourism (in Eds). M. Kahn, Olsen M.
And T.Var. Encyclopedia of Hospitality and
Tourism. NY VNR

• Push Factors
• Motivations
• Escape
• Rest and Relaxation
• Self-esteem
• Prestige
• Health and fitness
• Adventure
• Social interaction
• Benefits
• Interests
• Socio-economic and demographic factors
• Age, gender,income, education,family life-cycle
  and size, race, ethnic group, occupation, second
  home ownership
• Market Knowledge

17
In recent years, as a newly emerged tourism
destination and moderately developed country,
Turkey has enjoyed increased visitation from
abroad, including Japan.The purpose of this
exploratory study was to segment Japanese
travelers to Turkey using travel motivations as
part of travel behavior descriptors. The
article concludes with marketing and management
implications as suggested by the study findings.
Journal of Travel Research, Vol. 41Segmenting
the Japanese Tour Market to Turkey Ercan
Sirakaya- Muzaffer Uysal -Carlton F. Yoshioka
18
Examples of Market Research by a Market Survey
Companies
19

• http//www.businessmonitor.com/
• http//www.marketresearch.com/product/display.asp?
  productid1461769xsr
• http//reports.mintel.com/sinatra/reports/display/
  id144742

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Sample Questions
21

• 3. Theories of Psychology is also an important
  source of understanding travel motivations
• Human motivation is a topic of psychology
• There are different approaches to why people are
  motivated to do certain things
• One approach is offered by need theories (of
  course not only for travellers)

22
Maslows Hierarchy of Needs
Needs HierarchyTheory

• Maslow arranged five needs in a hierarchy
• Satisfaction-progression process

Self- Actualization
Esteem
Belongingness
Safety
Physiological
23

• Pearce presents a hierarchy of travel motives
  based on Maslows theory of motivation combined
  with the idea of a career ladder (Pearce, 1988
  1990 as cited in Pearce, Morrison and Rutledge,
  1998).
• The career ladder emphasizes that people have a
  range of motives for seeking out holiday
  experiences (Pearce, Morrison and Rutledge,
  1998).

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Fulfillment needs
Travelers tend to be more selective in their
emphasis on travel motives with experience
Travelers have multiple motives in their pattern
of needs even though one category of needs may be
more dominant
Need for self-actualization Need for flow
experiences
Self-esteem/development needs
Selfdirected
Need for self-development Need for growth Need
for curiosity/mental stimulation Need for
mastery, control, competence Need for
self-efficacy Need to repeat intrinsically
satisfying behaviors
Otherdirected
Need for status Need for respect and
recognition Need for achievement
Relationship needs
Otherdirected
Need to reduce anxiety about others Need to
affiliate
Selfdirected
Need to give love, direction
Safety/security needs
Selfdirected
Otherdirected
Need to reduce anxiety Need to predict and
explain the world
Need for security
Physiological
Externally oriented
Internally oriented
Need for escape, excitement, curiosity Need for
arousal, external excitement and stimulation
Need for sex, eating, drinking Need for
relaxation (manage arousal level)
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• During an individuals lifecycle, motives are
  influenced by internal and external factors such
  as personal needs, money, health and social
  influence ()
• These motives can be at different levels of the
  travel career ladder and can alter according to
  satisfaction of a particular need as experience
• is gained ()

Source Adding Psychological Value to Heritage
Tourism Experiences by Bronwyn Jewell and John C.
Crotts at http//espace.library.uq.edu.au/eserv/UQ
10084/Bronwyn_Jewell_O.pdf)
26
Push Factors (demand)(internal-psychological
traveller related related with the tourist
generating destination/country)

• Motivations
• Escape
• Rest and Relaxation
• Self-esteem
• Prestige
• Health and fitness
• Adventure
• Social interaction
• Benefits
• Interests
• Socio-economic and demographic factors
• Age, gender,income, education,family life-cycle
  and size, race, ethnic group, occupation, second
  home ownership
• Market Knowledge (perceied image information
  sources)

27
Push Factors / Income

• Importance of disposable/discretinary income
• Question
• What is the influence of discretionary income for
  business travel market?
• Compare leisure travel vs. business travel
• In times of decline companies may switch to lower
  class of air fare, to less expensive hotels, cut
  travel budgets
• However, since it is not for leisure, it will
  continue ever at lower levels during times when
  leisure travel suffer from disruption

28
Push Factors / Age

• Age trends of populations in the tourist
  generating destination / country is important
• For example
• Europe declining birth rates, older population
• Older population (grey market) less family
  responsibilities, more discretionary income for
  self, time and ability to travel,

29
Pull Factors/tourism supply factors (external
related with the tourist-receiving
destination/country)

• Natural Resources and Environment
• Socio-cultural resources (man-made)
• Infrastructure and Superstructure
• Operating Sectors
• Marketing Activities
• Attitudes towards tourists

30
Pull Factors/supply factors 1. Natural Resources
and Environment

• It consists of naturally existing resources that
  any area has available for the use of travellers
• Air and climate, physiography (phsical
  geography), landforms, flora, fauna, bodies of
  water, beaches and all natural beauties
• A diverse composition of natural resources can
  help even-out the seasonality of the demand
  (instead of focusing on beaches only, riding,
  whitewater rafting, artistics apprieciation
  events, mountain climbing, sailing, ecological
  excursions, campingetc.)

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Fauna as a tourist attraction
32

• Examples of
• Natural Resources
• of Turkey

33
Rafting Sites

• Artvin Çoruh River
• Coruh, renowned internationally as one of the
  fastest flowing river in the world, and venue of
  the 4th World Watersports Championships in 1993
  which saw 300 competitors from 28 countries.
• Artvin Altiparmak (Barhal) River
• Rize Firtina River
• Antalya Köprüçay River
• Içel Anamur (Dragon) River
• Içel Göksu River
• Dalaman River

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Climbing Sites

• Kaçkar Mt. Range (The Black Sea)
• Antalya-Beydaglar (Mediterranean)
• Mt. Erciyes (Central Anatolia)
• Nigde Aladaglar (Central Anatolia)
• Mt. Ararat (Eastern Anatolia)
• Mt. Süphan (Eastern Anatolia)
• Bolkar Mountains (Mediterranean)
• Mercan (Munzur) Mountains (Eastern Anatolia)

35
Caretta Caretta
36
Tuz Gölü- Salt Lake
37
Bird Watching-Ornithology
38
Caves
Tokat Ballica Cave
39
Highlands

• Giresun Gölyani Yaylasi

40
Cappadocia
41
Beaches
42
Pull Factors/supply factors 2. Socio-cultural
resources (man-made)

• History/historical heritage

43
Pull Factors/supply factors 2. Socio-cultural
resources (man-made)

• Architecture

44
Pull Factors/supply factors 2. Socio-cultural
resources (man-made)

• Gastronomy
• Food Tourism
• Wine Tourism
• Gourmet Tours
• Culinary Tours

45
Pull Factors/supply factors 2. Socio-cultural
resources (man-made)

• Fine arts, dance, music

46
Pull Factors/supply factors 2. Socio-cultural
resources (man-made)

• Handcrafts
• Religion

47
Pull Factors/supply factors 2. Socio-cultural
resources (man-made)

• Traditions
• Language
• Agriculture
• Agro-tourism
• Rural tourism
• Ekolojik tarim turizmi yabanci turistlerden büyük
  ilgi görüyor. Fethiye'nin Yaniklar mevkiinde
  hizmet veren Pastoral Vadi organik tatil köyünde
  turistler günün bir bölümünü bahçe çapalayip
  domates toplamakla geçiriyor.

48
Pull Factors/supply factors 2. Socio-cultural
resources (man-made)

• Education
• Science/technology
• Air and space museums
• Technology museums (ODTÜ Bilim ve Teknoloji
  Müzesi)

49
Pull Factors/supply factors 3. Infrastructure
and Superstructure

• Infrastructure and superstructure is built on
  natural environment
• Infrastructure All underground and surface
  developmental constructions such as water supply
  systems, sewage disposal systems, gas lines,
  electrical lines, drainage systemsetc.
• Superstructure Facilities constructed to
  primarily to support visitation and visitor
  activities such as airports, railroads,
  roads,parks, marinas, bus and train stations,
  resorts, hotels, shopping ceters, places of
  entertainment, museumsetc.

50
Pull Factors/supply factors 4. Operating Sectors

• Transportation
• Ease of access to destination
• Cost of travel to the destination (cost structure
  of the country, exchange ratesetc.)
• Travel (travel agencies and tour operators)
• Accomodation
• Supply of accomodation and amenites at the
  destination and their quality
• Food and Beverage Services
• Entertainment sector
• Events sector (festivals, sports events,
  travelling exhibitions, conferences, trade
  showsetc.)
• Attractions sector (aquariums, zoos, waterparks,
  theme parks, museums, art galeries, botanical
  gardensetc.)
• Adventure and outdoor recreation sector (hiking,
  rafting, cycling, scuba diving, nature/wildlife
  viewingetc)

51
Pull Factors/supply factors 5.Marketing
Activities

• All promotional activities that are aimed at
  potential visitors
• Tourism destinations is bought sight unseen,
  and people lack personal information
• They depend on recommendations and use media
  information
• Many countries are offering similar products so
  marketing is a very important
• To influence the visitor perceptions
• To stimulate travel
• To provide information
• To differentiate the destination from other
  destinations

52

• The Ministry of Tourism and Culture used
  different promotional campaigns in different
  countries both in 2007 and 2008
• The promotional material was based on the
  specific interests of potential tourists from
  differen regions of the world i.e. Europe, Far
  East and Middle East

53

• These push and pull factors are not discrete and
  the categorization here is made for
  exemplification
• Factors are interlinked, they are separated here
  for easier comprehension

54
Class Exercise

• With your group member pick a certain group of
  travellers (by nation, bu demographic
  characteristicsetc.) that visits Turkey for
  pleasure travel
• Discuss the reasons why this group of travellers
  choose Turkey as a destination
• Make a list of TOP 5 push and pull factors

55
Groups to Choose

• Health/medical tourists
• Adventure travellers
• Eco-tourists
• Arab countries leisure market
• Back-packers