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Tourist behaviour &Marketing

ITB (2011-13 Batch)

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PART I

Marketing Research

PART II

Relationship between marketing mix& Tourist behaviour

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Purpose of marketing research identify opportunities for product development

make decisions about investment in new facilities

choose locations for new hotels and theme parks, for instance

set prices in relation to those of competitors and to what consumers are willing to pay

ensure that the distribution network is working effectively

select the best combination of promotional techniques and the most appropriate

advertising media

subdivide the total market into segments which can be targeted by the organization

review and change brands and logos

suggest opportunities for diversification.

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Data required Statistical profiles of tourists.

Statistical records of touristbehaviour.

How tourists make purchasingdecisions.

Who makes the purchase decision.

When the purchase decision is made

Consumer perceptions.

Tourist satisfaction.

The identification of trends in touristbehaviour

Segmentation criteria

Product positioning in relation tocompetitors

The attitude of non-users

Cultural and national differences in tourist

behaviour

The link between tourist behaviour andtheir purchase of other products.

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Problems in research in tourism Difficulties in measuring domestic tourism

Distinction between tourists & visitors

Much data is out of date and based on unreliably small samples of tourists

Lack of Longitudinal studies which allow us to see how tourist behaviour isdeveloping over time

Often the highest quality data is collected by private sector organizations, iscommercially sensitive and is not generally available

difficult to find a sample of tourists that is representative of tourists as a whole

The absence of reliable empirical data on the motivations and determinants oftourist behaviour

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Problems.

There is a lack of comparative data on national and cultural differences intourist behaviour

The techniques for gathering the perceptions of tourists are relativelyunderdeveloped and unsophisticated

Tourists, when questioned, can provide inaccurate information eitherdeliberately or accidentally.

It is also very difficult for tourists to answer some of the standard questionsthey are often asked

The problem of when to ask people questions.

Malpractices in dissemination of information

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Future of Tourist behaviourresearch

Satisfaction-related research

Making greater use of secondary and individual sources

Work of academic researchers

Feedback of travel agents

Development of more sophisticated techniques for collecting qualitative data in

tourism

Focus groups

Observation

User diaries

Informal conversations with tourists

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