presentation bduguay expectations in...
TRANSCRIPT
© Benoit Duguay, 2010
How to uncover Expectations in Tourism
Benoit Duguay
October 15 2010
© Benoit Duguay, 2010
Why does the tourist choose an activity or destination?
© Benoit Duguay, 2010
Maslow’s Needs Concept
Physiological
Security
Belongingness and love
Self-Esteem
Self-actualization
Knowledge
Beauty
Tiré et adapté de: Maslow, Abraham H.,1954 , Motivation and Personality, Harper and Row, New York, p. 80-107
Needs according to Marketing
© Benoit Duguay, 2010
Every desire, decision or action is motivated by expects
Functional
Aesthetic
Societal
Relational Financial
Sensory
Aspirational
Symbolic
Informational
Temporal
© Benoit Duguay, 2010
Requirements regarding the utilitarian aspects:
Functional Expects
�Health
�Rest
�Activities offered
�Features included in the service
© Benoit Duguay, 2010
� Prestige of the destination� Life-Style� Wealth
Symbolic Expects
Requirements regarding the expression of a connotation or an image:
Hyperlink
© Benoit Duguay, 2010
Requirements regarding deeply rooted aspirations:
�Fantasies
�Self-Image
� Idealization
�Self-actualization
�Compensation for a weak Self-Esteem
� Examples :� Pilgrimage to Saint-
Jacques de Compostelle
� Spiritual Tourism in Tibet
Aspirational Expects
Hyperlink
© Benoit Duguay, 2010
Sensory Expects
�Pleasure of consumption
�Pleasure of the senses (tactile, visual, olfactory, auditory, gustatory)
�Sensuality
�Pleasant souvenirs
Hyperlink
Requirements regarding pleasure:
© Benoit Duguay, 2010
Financial Expects
�Lowest price
�Price VS service
�Price VS quality
�Price VS image
Hyperlink
Requirements regarding price:
© Benoit Duguay, 2010
Relational Expects
� Very personalized service
� « Self-service »
� After-sales follow-up
� User clubs (e.g. motorcycle)
� Hostels
Requirements regarding the nature of the relationship with the merchant or other users:
© Benoit Duguay, 2010
Societal Expects
�Preservation of resources�Reduction of pollution�Fair Tourism�Ecotourism�Edutourism�Sustainable Tourism
Development�Volunteer work
Requirements regarding respect for the environment and populations:
© Benoit Duguay, 2010
Aesthetic Expects
Requirements regarding appearance:
� Visual aesthetics, such as the beauty of landscapes
� Function of cultural norms and personal preferences
� Preserving the natural charm of some tourist (e.g.: silting of Mont St-Michel )
Hyperlink
© Benoit Duguay, 2010
Informational Expects
Requirements for obtaining information:
� Information must be friendly, objective, comprehensive
� Being informed more quickly and at your whim
� Impact on organizational communications
� For example, information concerning services included in a package
© Benoit Duguay, 2010
Temporal Expects
�Immediacy
�Planning the purchase
�Payment scheduling
Time-related requirements:
© Benoit Duguay, 2010
To learn more about Expects
Hyperlink Hyperlink Hyperlink
Blog «Talk about consumption» Hyperlink
Books to be translated in English