Αγγλική Τουριστική Ορολογία Ενότητα 2: Tourism consumer behaviour

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ΕΛΛΗΝΙΚΗ ΔΗΜΟΚΡΑΤΙΑ Ανώτατο Εκπαιδευτικό Ίδρυμα Πειραιά Τεχνολογικού Τομέα

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• Το παρόν εκπαιδευτικό υλικό υπόκειται σε άδειες χρήσης Creative Commons.

• Για εκπαιδευτικό υλικό, όπως εικόνες, που υπόκειται σε άλλου τύπου άδειας χρήσης, η άδεια χρήσης αναφέρεται ρητώς.

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Χρηματοδότηση • Το παρόν εκπαιδευτικό υλικό έχει αναπτυχθεί στα πλαίσια

του εκπαιδευτικού έργου του διδάσκοντα.

• Το έργο «Ανοικτά Ακαδημαϊκά Μαθήματα στο Ανώτατο Εκπαιδευτικό Ίδρυμα Πειραιά Τεχνολογικού Τομέα» έχει χρηματοδοτήσει μόνο τη αναδιαμόρφωση του εκπαιδευτικού υλικού.

• Το έργο υλοποιείται στο πλαίσιο του Επιχειρησιακού Προγράμματος «Εκπαίδευση και Δια Βίου Μάθηση» και συγχρηματοδοτείται από την Ευρωπαϊκή Ένωση (Ευρωπαϊκό Κοινωνικό Ταμείο) και από εθνικούς πόρους.

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Σκοποί Ενότητας

In this section you will learn key terms and expressions related to theoretical aspects of tourism, more specifically • The role of motivation studies in explaining why people go on

holiday;

• The different motives used to develop classifications of tourists.

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Περιεχόμενα Ενότητας • Tourism consumer behaviour • Why do people travel?

• Tourism demand

• Tourist typologies • Plog’s theory

• The allocentric type • The phychocentric type

• Cohen’s classification of tourists • Exercise 1-3

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Tourism consumer behaviour

1

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Why do people travel? (1) An understanding of motivation is the key to understanding tourist behaviour, answering the question why people travel. Based on general theories of motivation, tourism authors have developed a diversity of approaches applied to tourist motivation. Mcintoch, Goeldner and Ritchie (1995) relate motivation to the purpose of the trip and list four categories of motivators: • Physical motivators which are related to refreshment of body and

mind, health purposes, sport and pleasure; • Cultural motivators which are identified by the desire to see and

know other cultures, that is to find out about the natives of a country, their lifestyle, art, folklore, etc.;

Source: Mcintoch,R.W. ,Goeldner,C.R.& Ritchie,J.R.(1995) Tourism Principles,Practices,Philosophies. NY: Wiley.

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Why do people travel? (2) • Interpersonal motivators which are related to a

desire to escape from the home environment and routine relationships; and

• Status and prestige motivators which are concerned with the desire for recognition and attention, in order to boost the personal ego. This category also includes personal development in relation to the pursuit of hobbies and education.

Source: Mcintoch,R.W. ,Goeldner,C.R.& Ritchie,J.R.(1995) Tourism Principles,Practices,Philosophies. NY: Wiley.

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Tourism demand Tourism demand is the outcome of tourists’ motivation.

Demand for tourism is influenced by a number of factors. Differences in travel motivators, images, perceptions and attitudes, or availability of time and money have an important influence on travel decisions.

• Motivators explain why people want to travel and they are the inner urges that initiate travel demand;

• Images are ideas and impressions relating to products and destinations;

• Perceptions are impressions of, say, a destination or travel company and are determined by factors which include family, education and work experience;

• Attitudes depend on an individual’s perception of the world.

Source: Cooper,Ch. Fletcher,J. Fyall,A. Gilbert,D.& Wanhall,St. (2007) Tourism, Principles and Practice. Pearson Education.

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Tourist typologies The interaction of personality attributes such as attitude, perceptions and motivation allow different types of tourists to be identified. Typologies, in addition to their academic interest, are of practical importance in describing market niches as a basis for product promotion.

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Plog’s theory Stanley Plog proposes a theory that associates the popularity of a destination to the inherent personalities of travelers. Plog suggests that travelers can be classified into the following types based on their different personalities: •the allocentric type and •the psychocentric type The majority of the population fall in between these extremes in an area which Plog terms the midcentric type. Source: Plog, S. (1987) “Understanding psychographics in tourism research”. In Ritchie and Goeldner.(eds.) (1994) Travel, Tourism, and Hospitality Research: A Handbook for Managers and Researchers. London:Wiley and Sons.

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The allocentric type • An allocentric tourist is a person who seeks new experiences

and adventure in a variety of activities. • This person is outgoing and self-confident in behavior. An

allocentric person prefers to fly and to explore new and unusual areas before others do so. Allocentrics enjoy meeting people from foreign or different cultures.

• They prefer good hotels and food, but not necessarily modern or chain-type hotels. For a tour package, an allocentric would like to have the basics such as transportation and hotels, but not be committed to a structured itinerary. They would rather have the freedom to explore an area, make their own arrangements and choose a variety of activities and tourist attractions.

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The phychocentric type • Psychocentrics are more conservatively oriented. They tend to

be inhibited and non-adventuresome. They prefer to return to familiar travel destinations where they can relax and know what types of food and activity to expect.

• Psychocentrics prefer to drive to destinations, stay in typical tourist accommodations, and eat at family-type restaurants.

• When arranging a package tour, psychocentrics would prefer a heavily structured itinerary so that they know what to expect. Safety and security are very important to this group.

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Cohen’s classification of tourists (1) While destinations may be enjoyed as novel, most tourists prefer to explore them from a familiar base. The degree of familiarity underlies Cohen’s typology in which four tourist types are identified. (Cohen,E.1972 “Towards a sociology of international tourism” Social Research 39(1) • The organized mass tourist: Low on adventurousness he/she is

anxious to maintain his/her “environmental bubble” throughout their trip. Typically purchasing a ready-made package tour off-the shelf, he/she is guided through the destination having little contact with local culture or people.

• The individual mass tourist: This type of tourists is similar to the organized mass tourist but more flexibility and scope for personal choice is build in. However, the tour is still organized by the tourism industry and the “environmental bubble” shields him/her from the real experience of the destination.

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Cohen’s classification of tourists (2) • The explorer: The trip is organized independently and is

looking to get off the beaten track. However, comfortable accommodation and reliable transport are sought and, while the “environmental bubble” is abandoned on occasion, it is there to step into if things get tough.

• The drifter: This type of tourists goes further away from the “environmental bubble” and from the accustomed ways of life in his/her home country. All connections with the tourism industry are spurned. With no fixed itinerary, the drifter lives with the local people, paying his/her way and immersing him/herself in their culture.

Source: Boniface and Cooper (2005) The Geography of Travel and Tourism. Elsevier Butterworth-Heinemann.

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Exercise 1 •Comprehension Complete each sentence (1-5) with one of the endings (a-e).

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1. Demand for tourism is 2. Individual differences in

attitudes, images and motivation

3. A grasp of consumer decision processes is essential

4. The types and phychographics of tourists

5. The concept of motivation Key: 1-b 2-c 3-d 4-a 5-e

a. are linked to specific forms of tourism and tourist needs.

b. normally defined in terms of the number of tourists.

c. have an important influence on travel decisions.

d. for tourism managers to predict demand for tourism.

e. is a major determinant of tourist behaviour.

Exercise 2 (1)

•Comprehension Match the descriptions below with the tourist types as identified by Cohen: the organised mass tourist, the individual mass tourist, the explorer, the drifter

1. A guided tour in an air-conditioned bus traveling through the countryside is a typical example of this type of tourist. Organised mass tourist

2. They tend to make their trips wholly on their own, live with the local people and often take odd-jobs to keep themselves going. Drifter

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Exercise 2 (2) 3. The trip was organised by thr tourism industry but this type

of tourist has a certain amount of control over their time and itinerary, and is not bound to a group.individual mass tourist

4. The itinerary is decided in advance, and all the attractions and stopping points are well fixed and guided. Tourists have almost no decisions on their trip. Organised mass tourist

5. The trip is organised independently; they try to go somewhere unusual, but still retain some of the basic routines and comforts of their native way of life. explorer

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Exercise 3 (1)

•Vocabulary Click on the appropriate word or phrase to complete the sentences.

A tourist typology reflects types of tourists according to such criteria as, ________, interests and styles.

a. motivators

b. motives

c. motivation

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Exercise 3 (2)

•Vocabulary Click on the appropriate word or phrase to complete the sentences.

Although an individual may be motivated to travel, the ability to do so depends on a number of factors as the standard of living. These factors are called _________ of demand and stimulate the growth of tourism.

a. effectors

b. energisers

c. determinants

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Exercise 3 (3)

•Vocabulary Click on the appropriate word or phrase to complete the sentences.

The forces of motivation that lead a tourist to decide to visit an attraction or to go on a holiday are called __________ of demand.

a. effectors

b. energisers

c. determinants

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Exercise 3 (4)

•Vocabulary Click on the appropriate word or phrase to complete the sentences.

The interaction of personality _________ such as attitude, perceptions and motivation allow different types of tourist role to be identified.

a. traits

b. habits

c. attributes

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Exercise 3 (5)

•Vocabulary Click on the appropriate word or phrase to complete the sentences.

Although Cohen’s typology cannot be ________ to all tourists at all times, it does afford a way of organising and understanding tourist activity.

a. adopted

b. applied

c. classified

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Exercise 3 (6)

•Vocabulary Click on the appropriate word or phrase to complete the sentences.

Cohen found that the impacts of institutionalised tourism (dealt with routinely by the tourism industry) were standardisation of destinations, festivals and the development of __________.

a. facilities

b. authenticity

c. novelty

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Exercise 3 (7) •Vocabulary Click on the appropriate word or phrase to complete the sentences. Cohen also identified the impact of on-institutionalised forms of tourism upon the destination which he found that __________ as a “spearhead for mass tourism” as well as having a “demonstration effect” on the lower socio-economic groups of the host community. a. affects b. penetrates c. acts

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Exercise 3 (8)

•Vocabulary Click on the appropriate word or phrase to complete the sentences.

Tourism marketing will become more _________ if it develops a full understanding of what influences the tourist’s consumer behaviour.

a. effective

b. reliable

c. penetrating

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Exercise 3 (9)

•Vocabulary Click on the appropriate word or phrase to complete the sentences.

Level of educational attainment is an important determinant of _________ , as education broadens horizons and stimulates the desire to travel.

a. holiday entitlement

b. travel propensity

c. mobility

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Exercise 3 (10)

•Vocabulary Click on the appropriate word or phrase to complete the sentences.

There is no doubt that managing tourism demand is one of the challenges for tourism in the twenty- first century, as the volume of tourists grows and the remotest corners of the world are visited.

a. bulk

b. volume

c. mass

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Τέλος Ενότητας