Motivation, decision making

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Motivation, decision making segmentation of
holiday tourists

• Tourism Market Market Communication
• 29. 9. 2008 /AT

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Content

• Motivation
• push pull
• affiliation differentiation
• Maslow travel career
• Types of market segmentation
• criteria for segmentation
• geographic, sociodemographic, psychographic,
  behavioural, combinations
• discussion

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Push Pull factors (Weaver Lawton)

• Push
• Economic
• Social
• Demographic
• Technological
• Political
• Also psychological factors and interests

• Pull
• Geographical proximity to markets
• Accessibility to markets
• Availability of attractions
• Cultural links
• Availability of services
• Affordability
• Peace, stability safety
• Positive market image
• Pro-tourism policies

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Reasons for taking a vacation, Lawton Weaver
2006 p.189
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Understanding motivation

• motivation as the driving force behind all
  actions (Pearce 2007 p.50)
• motivations or underlying reasons for travel
  are covert in that they reflect the individuals
  private needs and wants (Gee et al. in Pearce
  2007 p.51)

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Motivational Dynamics(Arnould et al. p.266)
Comparison
Differentiation
Affiliation
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Self- actualization Ego Social Safety
Security Physiological
Maslows need hierarchy Arnould et al. p.270
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Pearces travel-needs model in Goeldner
Ritchie 2006 p.257
Fulfilment needs
Self-esteem/development needs
Other directed
Self-directed
Relationship needs
Other directed
Self-directed
Safety/security needs
Self-directed
Other directed
Physiological
Externally oriented
Internally oriented
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(Weaver Lawton 2006, p.172)
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Criteria for effective segmentation (Weaver
Lawton pp.175-176)

• Measurability
• Size
• Homogeneity
• Accessibility
• Compatibility
• Actionability
• Durability
• Relevance

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Four important segmentation types(Moscardo et
al. 2001)
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Geographical segmentation

• continents, countries, regions, rural vs. urban
  place
• geographical unit consumption culture
• today used in combination with other factors
• Eg VDK develop new geographical markets Japan,
  China, South Korea --- Scandinavian Tourist Board

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Socio-demographic segmentation

• gender /- traditional gender perspective
• sexual orientation the pink dollar
• age family life cycle
• education, profession, income
• religion, race, ethnicity

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Psychographic segmentation

• Lifestyle
• combinations of motivation, personality type,
  attitudes and perceptions
• Personality types Plog (p.186)
• allocentric midcentric psychocentric
• popular but unclear methodological/empirical
  background

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Behavioural segmentation

• Number of destinations visited
• single vs. multiple destination holidays
• Single vs. repeat visitors
• Type of transportation, accommodation, activity
• eg. bus tourists, camping tourists, seasand
  tourists

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Combining segmentation methods (Poon, 1993)
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WoCos segmentation method

• Discuss WoCos segmentation strategy what types
  do they use pros/cons of these?
• Discuss alternative segmentation strategies for
  WoCo

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WoCos segmentation method

• Explorer
• 31,6 years, prim. highly educated, men from
  distant markets, travel alone / w. friends
• visit trendy places, party, pursue interests,
  contact w. locals, not traditional attractions
• Culturist
• 41,3 years, highly education, men women, travel
  w. partner, many nationalities though not so many
  from DK, S, N
• to learn about the city arts and everyday
  culture
• Shopper
• 35 years, prim. Scandinavian women, travel w.
  partner/family/group
• shopping, visit cafes/restaurants, traditional
  attractions, learning not important
• Cosiness-seeker (Hyggeren)
• 38,1 years, 1/3 from DK, travel w. family
• relax, be together w. family surroundings not
  so important, visit few traditional attractions

(WoCo 2005)
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Further readings

• Arnould E., Price L., Zinkhan G. (2004)
  Consumers. 2nd ed. New York MCGraw Hill.
• Cohen E. (1972) Towards a Sociology of
  International Tourism. Social Research 39,
  pp.164-182
• Moscardo G, Pearce P., Morrison A. (2001).
  Evaluation Different Bases for Market
  Segmentation A Comparison of Geographic Origin
  versus Activity Participation for Generating
  Tourist Market Segments. Journal of Travel and
  Tourism Marketing, 10, 1, pp.29-49
• Pearce P. (2007). Tourist Behaviour. Themes and
  Conceptual Schemes. Clevedon Channel Four,
  chpt.3
• Plog S (2002) The Power of Psychographics and
  the Concept of Venturesomeness. Journal of Travel
  Research, 40, pp.244-251.
• Poon A. (1993) Tourism, Technology and
  Competitive Strategies. Wallingford CAB
  International