Tourists: Why do people engage in tourism? Pertemuan 3-4

Matakuliah : G1174/Tourism Management and PlanningTahun : 2007

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Topics

• What is tourism demand?• Tourist motivation• Consumer behaviour in tourism• Typology of tourists

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Objectives

1. To explain the various reason of why people travels

2. To formulate tourist motivation3. To describe tourist behaviour

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What is tourism demand?Definition of Tourist Demand

“the total number of persons who travel, or wish to travel, to use tourist facilities and services at places away from their places of work and residence” (Mathieson and Wall, 1982)

Component of Demand• Effective or Actual Demand• Suppressed Demand:

– Potential Demand– Deffered Demand

• No Demand• Substitution of Demand• Redirection of Demand

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Concept map for understanding tourist behaviour

The touristCultureDemographicsSosial networksPersonalityValueExperienceAttitudes

Activities/attractionsSettingFacilitiesServicesHostsOther touristsManagement

Destination

Choice

Motives

Destnation images

TravelTourists’ on-site

experiences

Social, cultural and environmental

contacts

Outcomes

Tourists’

• Satisfaction

• Enjoyment

• Complaints

• Learning

• Skill development

• Health

Hosts’

• Impacts

• Income, employement, economic well being

• Social and cultural effects

Setting

• Conservation support and site species changes

• Management challengesWe need to understand We need to understand thesethese

to manage to manage thesethese

to improve to improve thesethese

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Maslow’s Hierarchy of Needs & Travel Motivation

Psychological needPsychological need

Safety needSafety need

Social needSocial need

Self EsteemSelf Esteem

Self Self ActualisationActualisation

• Fulfill a dream• Understand myself more• Experience inner peace &

harmony

• Fulfill a dream• Understand myself more• Experience inner peace &

harmony• External rewards, prestige• Glamour of travelling• Competence, master

• External rewards, prestige• Glamour of travelling• Competence, master

• Giving love & affection• Maintain & initiate relationship• To be with group membership

• Giving love & affection• Maintain & initiate relationship• To be with group membership

• A concern for own health• A concern for other safety• Simulation

• A concern for own health• A concern for other safety• Simulation

• Escape from routine• Relax & body

reconstitution• External excitement

• Escape from routine• Relax & body

reconstitution• External excitement

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Why people go on holiday?

Push factorPush factor those which are said to make you want to travel.

Pull factorPull factorthose which affect where you travel given the initial desire to travel.

Returning

Departing

Socio-psychological motives

• Escape • Self-exploration• Relaxation• Prestige• Regression• Relationship• Social interaction

Cultural motives• Novelty• Education

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Travel Motivation Categories

• Physical motivators: physical test, sports participation, beach recreation, relaxing, entertainment and health consideration.

• Cultural motivators: the desire to see & know more about other cultures - their music, art, folklore, dances, paintings and religion.

• Interpersonal motivators: the desire to meet new people, to visit friends & relatives, to escape from routine, family or neighbors, or to make new friendship.

• Status & prestige motivators: the desire for recognition, attention, appreciation and a good reputation.

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Cohen’s Classification of Tourists

The Organised Mass Tourists

The Individual Mass Tourists

The Explorer

The Drifter

Institutionalised Tourism

Non-institutionalisedTourism

Familiarity

Novelty

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Plog’s Psychographic Traveller Types

Distribution of tourist in each typology

Allocentric

• Independent travellers

• Above average income

• Seek more adventurous experiences

Mid-centric

• Majority of travellers

• Seek well-known established destinations

• May go to destination populated by allocentrics

Psychocentric

• Less sure, more insecure travellers

• Choose destination similar to home

• Like the familiar and may be repeat visitor

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Mayo and Jarvis(Travel Buying Behavior)

Felt need/travel desire

Information collection &

evaluation by image

Travel decision

Travel preparation& travel experience

Travel satisfactionoutcome & evaluation

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The Tourist

• Who are the tourists – are they all holidaymakers?• What do tourists come here for? What facilities are

used by visitors to your town?• Where do they come from? Where do they go?• When do tourists travel?• Why do people travel?• How do tourists get around? How do holidaymakers

make their travel arrangements? • Etc.

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Typology of Tourist

• Pscyhographic (psychological approach)Based on personality and lifestyle of tourist

• Demographic (demography approach)Based on characteristic of age, occupation, education, gender, family cycle

• Geographic (geography approach)Based on nationality or tourist generating region

VALS lifestyle categories

Need-driven groups• Survivor lifestyle• Sustainer lifestyleOuter-directed groups• Belongers lifestyle• Emulator lifestyle• Achiever lifestyle

Inner-directed groups• I-am-me lifestyle• Experiential lifestyle• Societally conscious

lifestyle• Self-directed lifestyleCombined inner- and

outer-directed groups

• Integrated lifestyle

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Dimension of Tourist Personality

Ross (1991), 8 dimension of tourist personality: Venturesomeness: type of individual who is more seeking and exploring

(tend to be first user). Pleasure-seeking: type of person who desires a considerable amount of

luxury and comfort in all aspect of travel. Impulsive: the tendency to want to do something now. Self-confidence: the willingness to do unique and different things. Planfulness: individuals who is systematic and planful. Masculinity: the action-oriented man or the outdoorsman. Intellectualism: type of individual who has heavy orientation or high-brow

interests People-orientation: a desire to get close to people through travel and to

experience the many culture of worlds.

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Conclusion

• Travel motives are the energizer of action, they are diverse and multifaceted.

• No simple explaination about why people take vacation, thus it is a process of understanding the psychology of tourist based upon the W’s and H questions – Who, What, Where, When, Why and How.

• Consequently, a range of researches and approaches may provide conflicting answers given that the behavior of tourists in pre, during and post travel are varied.

• Different types of tourist can have different characteristic.