Chapter 1 Introduction to Tourism Marketing. Chapter 2 Investigation of Tourism Marketing Survey. Chapter 3 Environment of Tourism Marketing

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1 Chapter 1 Introduction to Tourism Marketing Chapter 2 Investigation of Tourism Marketing Survey Chapter 3 Environment of Tourism Marketing Chapter 4 Impacted Factors of Tourist Behaviors Chapter 5 Tourist Behavior Modes and Decision-Making Evaluation Chapter 6 Segmentation of Tourism Marketing Chapter 7 Chapter 8 Chapter 9 Policies of Tourism Product Policies of Tourism Price Channels of Tourism Distribution Chapter 10 Policies of Tourism Marketing Chapter 11 Management of Tourism Marketing

2 Chapter 4: Impacted Factors of Tourist Behaviors Objectives Summaries Key Concepts Exercises

3 Objectives To learn to analyze the cultural, social, individual and Psychological impacts of tourist behaviors

4 H1: to orientate for tourist behaviors as purpose and objects Five Hypothesis H2: to have free choose for tourist consumers H3: process for tourist consumers H4: to impact on tourist consuming behavior H5: to induce for tourist consumer

5 Impacted Factors of Tourist Behaviors Tourist Behavior Cultural factor Social factor Individual factor Psychologi cal factor culture sub-culture Stratum Politics Economy Nature Technology Law Family Role Leisure Age Gender Occupation Modes Personality Interest Motivation Perception Decision

6 Section 1 Impacts of Cultural Factors on Tourist Behaviors Impacts of Cultures on Tourist Behaviors

7 Cultural impacts on tourist habit and behaviors Cultural impacts on tourist concepts and criteria Cultural spread & pervasion on tourist habit and behaviors Impacts of Cultures on Tourist Behaviors

8 Cultural Features of Tourist Behaviors Immateriality Satisfaction Habituality Communion Dynamic

9 Section 1 Impacts of Cultural Factors on Tourist Behaviors Impacts of Cultures on Tourist Behaviors Impacts of Sub-cultures on Tourist Behaviors

10 Stratum impact on tourist behavior Folk culture impact on tourist behavior Religious culture impact on tourist behavior Impacts of Subcultures on Tourist Behaviors

11 Characteristics of American Tourist Behaviors Of Different Social strata Social status general social background features of tourist behaviors Upper superstratu m (less than 1%) Lower supperstram tum ( about 2%) Upper middle-level (12%) Middle level (32%) Labor level (38%) Upper underlayer (9%) Lower under-layer (7%) Inherit amount of fortune, social famous people with noble family background, largely endow charity, master social right, own many housing, best school for children Have super capacity and high income or fortune, born in middle status, positive attitude in public and mass affairs No noble family position and fortune, pay attention to career, manage thought and fashion culture, professinals, independent businessman and manager Middle income white or blue collar workers, living in urban respectable area and have a noble job, buy fashionable product Middle income blue collar worker or laboring level people, relying on relatives and friends, introduction of job employment, adopt tourist shopping suggestion, seeking help In poverty without unemployment, not rely on welfare, lack of education, low income Rely on welfare, apparent in poverty, often in unemployment, income for most people rely on public relief or beneficence. market for jewelry, antiques, housing and holiday, referring for others, model by other social status for their tourist decisions Own houseboat, swimming poll and auto, including arriviste, luxury tourist expenditure, display for others Often oversea tour, like to join various association, warm hearted in commonwealth, best market for high-level housing, clothing, furniture and electricity A quarter people have imported auto, mostly pay attention to tourist fashion, pursue better tourist products and brand Holiday means in urban, outside tour in less than two hours attractions, apparently gender difference and bad local custom less tourist chance, try to show autonomic image cleanly No tour chance, housing, dirty and tough clothing and property

12 Impacts of Social Strata on China s Inbound Tourist Behaviors The inbound travelers of upper super-stratum The inbound travelers of lower super-stratum The inbound travelers of upper middle level The inbound travelers of middle level

13 Examples 海外酒店的菜单文学欣赏 更多实例

14 Relevant Links 温泉旅游期待文化创新 更多链接

15 Section 1 Impacts of Cultural Factors on Tourist Behaviors Section 2 Impacts of Social Factors on Tourist Behaviors

16 Impacts of Social Factors on Tourist Behaviors Political impact on tourist behavior Economic impact on tourist behavior Natural impact on tourist behavior Technique impact on tourist behavior Legal impact on tourist behavior Family impact on tourist behavior

17 Family decision-making styles of Tourist behaviors Contents of family tourist decision Tourism destination of recreation Selection of lodging condition Whether travel with children Length of traveling holiday Date of traveling holiday Selection of tourist transportation for family Content of recreation activities Whether to have tourist holiday How much money on tourist holiday Decision modes of dominant function dominant function by husband dominant function by husband Common impact, decision from one side Common impact, decision from one side Common impact, decision from one side Common impact, decision from one side Common impact, Impact decision of Family from one Style side on Tourist Behaviors Common impact, decision from one side Common impact, decision from one side Impacts of families on tourist behaviors

18 Impact of Family Cycle on Tourist Behaviors Impact of Family Style on Tourist Behaviors Impacts of families on tourist behaviors

19 Contemporary Family Life Cycle in Tourism Market Youth divorce without children divorce in middle-age without children Marriage in middle-age without children Youth single Youth married without children Youth married with children Marriage in middleage without children Marriage in middle-age with independent children Old marria ge Old single Note repeated cycle Youth divorce with child divorce in middle-age without children divorce in middle-age with independent children

20 The Family Life Cycle (European/North American Model) Stage Characteristics Tourism Behavior 1. Early childhood 2. Early teenager Entirely dependent on parent or guardian. Classic sea and sand holidays More influence on decision making process but still dependent on parent Seeking seaside or inland resorts with entertainment facilities for children Resort based holidays with nightlife. Also youth hostels and semi-independent activity holidays. Group based holidays 3. Young person Young, singles not living at home Holiday taking dependent on time and resources, therefore wide ranging sunlust to activities. High on adventure, backpacking and experiences 4. Partnership stage 5. Family stage early 6. Family stage late Couples living together and busier lifestyles. Time is a major barrier to travel. Includes single parent or separated partners. Financial and school constraints are key factors. Seeking family centred holiday Still major constraints regarding education. Holiday taking patterns breaking up Wide ranging, more short breaks to fit in with dual careers Key interest in main holidays, or visiting VFR at other times Mix of holidays and children seeking semiindependence 7. Empty nest Children leave home and parent or parents Wide ranging but higher prosperity to take more expensive explorer holidays and second breaks 8. Retired One person or parents retired; income fixed but time available Continued search for quality. As age increases seeking more passive holidays. Old age no longer a barrier to travel

21 Impacts of social factors on Tourist behaviors Political impact on tourist behavior Economic impact on tourist behavior Natural impact on tourist behavior Technique impact on tourist behavior Legal impact on tourist behavior Family impact on tourist behavior Role status impact on tourist behavior

22 Initiator The person who starts the purchasing process and who gathers information, i.e. the person in the group who sees the need to satisfy a desire to travel. Influencer Decider The person or persons who express preferences in choice, selection of information, etc. This can be a group of friends, relatives or a partner. The person who has the financial control, and possibly the authority within a group of people to make the purchase, for example, the mother in a family. Buyer The person who actually makes the purchase, visits the travel agent, and sorts the details. User The person or persons who consume the service, i.e. those who actually go on the holiday. Role status impact on tourist behavior

23 Types of travelers travelers for sight seeing traveler holiday traveler luxury traveler business traveler temporarily migrator Traveler for environment protection Adventure traveler churchman Roles and Status of Tourist Behaviors Five apparent activities relating to roles Take photo, buy souvenir, visit attractions, stay in a place temporarily, not to communicate with local residents Stay in a place temporarily, taste local meal, visit attractions, take photos, visit some places in privacy. Take photos, visit attractions, avoid sociality, buy souvenir, contribution to local economy Luxury life, care for social status, merry making, communicate with people in equal status, visit attractions Care social status, contribution to local economy, no photos, like to communicate with colleagues, luxury life Over language difficulty, communicate with people in common points, not to know and benefit from local people, un-luxury life Interesting in own environment, not souvenir, not benefit from local people, to visit places by oneself, take photos. To visit some places by oneself, interesting in environment, like to adventure, not souvenir, explore local society deeply Not souvenir, seek for life meaning, not luxury life, not merry making, deeply explore local society oversea student Taste local meal, not benefit from local people, take photos, deeply explore local society, body adventure anthropology Department Deeply explore of Tourism, local society, Fudan to visit University, some places Shanghai, by oneself, China, interesting 2009 in environment,

24 Roles and Types of Tourist Behaviors Standard classification Geographical scope Fee origin Organization modes Enjoyment degree Traveling modes Activity content Purpose belongings Different types of roles for travelers Regional traveler, domestic traveler, international travelers, continent traveler, global traveler Travelers at own expenditure, travelers at public fee, social traveler, incentive travelers Party traveler, individual traveler, Package traveler, Luxury traveler, economic traveler Air traveler, railway traveler, auto traveler, sea traveler Cultural traveler, holiday traveler, sight seeing traveler, relics traveler, meeting/recuperating traveler, special traveler Recreation traveler, business traveler

25 Impacts of Social Factors on Tourist Behaviors Political impact on tourist behavior Economic impact on tourist behavior Natural impact on tourist behavior Technique impact on tourist behavior Legal impact on tourist behavior Family impact on tourist behavior Role status impact on tourist behavior Leisure impact on tourist behavior

26 Examples 酒店如何吸引散客 更多实例

27 Relevant Links 非典时期的营销 : 卫生与安全 更多链接

28 Section 1 Impacts of cultural factors on Tourist behaviors Section 2 Impacts of social factors on Tourist behaviors Section 3 Impacts of personal factors on Tourist behaviors

29 Section 3 Impacts of personal factors on Tourist behaviors Age & gender impact on tourist behavior Occupation impact on tourist behavior Economy impact on tourist behavior

30 Economic Situations and Tourist Behaviors Annual income Features of tourist behavior Asian areas Low than 1000 US dollars US dollars US dollars US dollars US dollars Upper than US dollars A few tourist expenditure for traveling begin to eat outside shopping in some super market limited traveling apparent tourist expenditure products with larges scopes in super market buy small automobiles in person various tourist expenditure such as holiday and healthy activities buying autos with more chances More expenditure in eating outside Expenditure on traveling & recreation, oversea buying luxury products investment Investment Tourist luxury products family tourist recreation China, especialin in village village in India village in Thailand Sabazior, Shalaoyuezhou in Malaysia: Cities outside Bangkok in Thailand Cities outside Jakarda in Indonisia Economic special areas in Yangtse river delta, Pearl river delta urban areas in Malaysia Bangkok in Thailand Jakarda in Indonisia Kuala Lumpur in Malaysia Village in Korea Urban areas in Korea Urban areas in Chinese Taiwan areas in Hong Kong Japan Singapore

31 China s Inbound Tourist Behaviors of Various Income Levels Income types of travelers Tourist cost Lodging request Tourist mode Communicati on with local citizens Evaluation for destination Travelers with high-level income high Luxury, highlevel establishment & service Luxury package or business travel No communicatio n with local people Easily unsatisfied with service Travelers with middle-level income middle Middle-level Package or family tour Hope to understand local areas preferably Travelers with low-level income low Middle-level without high service request Individual or family tour mostly To communicate with local people preferably

32 Impacts of personal factors on Tourist behaviors Impact of age and gender by traveler behavior Impact of occupation by traveler behavior Impact of income by traveler behavior Tour mode impact on tourist behavior

33 Values and Life Styles (VALS) Typology Framework Rules Orientation Fulfilleds: These are affluent, home based people from a well educated background. They have a good understanding of society, are receptive to change and exhibit a conscious desire for value for money. They are principle orientated. Believers: They too are principle orientated but less wealthy than the fulfilleds. They are more rigid in their purchasing patterns, favor American goods and prefer established brands. They are pro-establishment and this is reflected' in their interest in the family, church and local community.

34 Values and Life Styles (VALS) typology framework Status Orientation Achievers: Work orientation is important within this group but not to the exclusion of the family. They tend to be conservative in outlook and favour existing political structures, established brands and like to show off their ascendancy in society, i.e. they are status orientated. Strivers: They too are status orientated. They are akin to achievers but do not have a similar resource base or income. They aim to emulate those who have more.

35 Values and Life Styles (VALS) typology framework Actions Orientation Experiencers: They are younger, proactive types who are very social and like physical exercise. They like to influence their environment. They are inveterate consumers of fashion items and convenience goods. They are action orientated and try new products and services. Makers: They are more self-sufficient than experiencers but still seek to influence their environments, although attention is focused on the family, work and locality. Unlike, experiencers they are not much influenced by fashion; they seek primarily functional goods and services.

36 Values and Life Styles (VALS) typology framework Resources Orientation Actualizers: This group comprises very high income earners who therefore have freedom to explore. Image is of paramount importance in the expression of taste and style. They are receptive to new ideas and products but these will more often than not reflect the esoteric dimensions of life. Strugglers: They are opposite to actualizers in that they have a poor resource base. They have low incomes and stick to tried and tested brands. Without resource they are not explorers in the marketplace.

37 Impacts of personal factors on Tourist behaviors Impact of age and gender by traveler behavior Impact of occupation by traveler behavior Impact of income by traveler behavior Tourist style impact on tourist behavior Personality impact on tourist behavior Impacts of Personalities on Tourist Behaviors

38 Personalities and Tourist Behaviors Types of tourist behavior Holiday tour domestic tour outbound tour tour by air tour by train sight seeing adventure tour winter tour spring tour autumn tour Particularity of personality Group-happy, worried, tranquil, knowing Radical, independent, tranquil, exciting, sensitive, intelligent, suspicious Group-happy, bold in action, intelligent, fantasy, swashbuckling Group-happy, worried, bold in action, fantasy Group-happy, independent, nervous, suspicious Group-happy, exciting, sensitive, fantasy, self-discipline, intelligent, knowing Group-happy, independent, bold in action, constant, exciting, intelligent, eager to do well Group-happy, bold in action, swashbuckling group-happy tranquil, self-discipline

39 Impacts of personal factors on Tourist behaviors Impact of age and gender by traveler behavior Impact of occupation by traveler behavior Impact of income by traveler behavior Impact of tourist mode by traveler behavior Impact of personality by traveler behavior Impacts of characters On tourist behaviors Impacts of personalities On tourist behaviors

40 Different Behaviors of Introversive and extroversive tourists Introversive Travelers Like familiar attractions Like activities in sunshine and relaxation little activities Like to visit attractions by driving an auto Like tourist establishment package Extroversive Travelers Like to visit unfamiliar and new attractions with new discovery and new experience Like to visit legend and unusual attractions large activities Like to tour by air Suitable restaurant /food, need unfashionable inn, not too many attractions Like familiar atmosphere Like to arrange schedule in in full time Like to communicate with people in different culture and nationality Like to have free time in basic tourist activities

41 Impacts of Personal Factors on Tourist Behaviors Impact of age and gender by traveler behavior Impact of occupation by traveler behavior Impact of income by traveler behavior Impact of tourist mode by traveler behavior Impact of personality by traveler behavior mpacts of natural propensities On tourist behaviors Impacts of characters On tourist behaviors Impacts of personalities On tourist behaviors

42 Different Natural Propensities Behavioral Features of Tourists Behavior Type of Easing like familiar destination like banal tourist activities like sunshine recreation little activities like to visit attractions by automobiles like package facility, family style hotel, tourist store Like familiar atmosphere, recreation activities, little exoticism Type of Seeking Novelty Like to visit unfrequented attractions Like to gain new and happy experience Like new and unusual scenic spots large activities Like to visit attractions by air Normal hotel, not modern restaurant and stores like to talk with people in different culture

43 Plog's Typology Venture-soroeness Pleasure Seeking Impassivity Self-confidence Plantfulness Masculinity Intellectualism People Orientation

44 Psychological Positioning of Tourism Destinations by Tourists 中间型 心理中心型 准心理中心型 准他人中心型 他人中心型 中东康尼岛拉斯维加斯美国中欧南欧北欧内陆日本檀香山加勒比地区墨西哥南太平洋弗罗里达夏威夷 非洲 Pyschocentrics Midcentrics Allocentrics

45 Tourism Typologies Adventurers Worriers Dreamers Economizers Indulgers

46 Impacts of Personal Factors on Tourist Behaviors Impact of age and gender by traveler behavior Impact of occupation by traveler behavior Impact of income by traveler behavior Impact of tourist mode by traveler behavior Impact of personality by traveler behavior Interesting impact on tourist behavior Travelers Preference & destination choose Promotion information impact on tourist behavior

47 Models of Tourists Behavioral Reaction Levels modes paragrap h Cognition stage AIDA modes notice Impact level mode realize Innovation adoption modes realize Information communicati on modes show receive know cognized reflection Emotion stage interest desire like prefer assure interest evaluate attitude intent Behavior stage action buy test adopt behavior

48 Impacted Factors of Common Sense in Promotion Information Experience field Experience field Informatio n source codes 信号 decode endpoint sender receiver

49 Examples 特殊酒店特殊经营 更多实例

50 Relevant Links 关注老年人住店市场 更多链接

51 Section 1 Impacts of cultural factors on Tourist behaviors Section 2 Impacts of social factors on Tourist behaviors Section 3 Impacts of personal factors on Tourist behaviors Section 4 Impacts of psychological factors on Tourist behaviors

52 Impacts of Motivations on Tourist Behaviors Section 4 Impacts of psychological factors on Tourist behaviors

53 Motivation Theory of Florida Motivation Theory of Maslow Motivation Theories Huzberg Double Motivation Theory Other Motivation Theories

54 Motivation Theory of Maslow

55 Differentiation of Tourist Motivations Action Interest Concept Work family member oneself Hobby family social problem Social Activity work politics Taking a holiday community commerce Amusement amusement economy Club activities fashion education Community activity food product Shopping media future Sport achievement culture

56 Classification of Tourist motivations Classification of Tourist behavioral motivations Diversity of Tourist motivations

57 Perfect Intellect Exploring Adventurous Consistent Complicate Various Psychological Diversity of Tourist motivations

58 Impacts of perceptions on Tourist behaviors Impacts of motivations on Tourist behaviors Impacts of psychological factors on Tourist behaviors

59 The process of perception Impacts of perceptions on tourist behaviors Selected Notice Selected Distortion Selected Memory

60 The process of perceptions Impacts of perceptions on tourist behaviors Perceptions and Tourism requirements

61 Perception of Recreational Service by travelers Perception of Destination by travelers Perception of Transportation by travelers Perception of Distance by travelers Perceptions & Tourism requirements

62 Perceptions of Distance by Tourists Obstacle Of Distance Incentive Of Distance Difference Of Space Relativity Of Perceived Distance

63 Destination Perception of China by Inbound Travelers Tourist expectation 泰国 马来西亚 印度尼西亚 澳大利亚 日本 墨西哥 加拿大 美国 联邦德国 法国 To experience cultural/life modes 一十士一士一十十十干 To visit historic relics 十十十十十十十十十十 To enjoy natural attraction 十十十十十十十十十十 To pursue suitable weather 士一一一一一一干一一 to buy extract tourist souvenir 十十一一十十十十干士 To taste delicious food 十十十十士十十十干十 to enjoy comfortable establishment To increase social/cultural knowledge 十一一一一十干干一一 干十一干干一干干干干 Cheap tourist expenditure 一一一一一一一一一一 to join winter activity 一一一一一一一一一一 To join recreation activity 一一一一一一一一一一 To see meaningful person 士十一干一一干干干十 To visit modern achievement 十十一一一干干干干干

64 Perceptual Mapping: Attribute Importance Versus Perception - Canada

65 Process of Perceptions Impacts of perceptions on Tourist behaviors Perceptions and Tourism Requirements Study Faith & Attitude

66 Examples 一部韩剧是怎样成为生意的 更多实例

67 Relevant Links 单身女性对旅游安全的关注 更多链接

68 Objectives Summaries

69 Impacts of cultural factors on Tourist behaviors Summaries Impacts of social factors on Tourist behaviors Impacts of personal factors on Tourist behaviors Impacts of psychological factors on Tourist behaviors

70 Objectives Summaries Key Concepts

71 Key Concepts Impacted Factors of Tourist Behaviors

72 Objectives Summaries Key Concepts Exercises

73 Discussions 1. Just as it is mistake for marketers to consider the U.S. population homogeneous group with the same values and culture, if it is also a mistake for marketers to assume that all Chinese consumers fit into the same subculture or have similar buying habits. Comment on this statement. 2. Choose a restaurant concept that you would like to take overseas. How will the factors shown positive for or negative against the success of this restaurant? 3. Discuss when the family can be a strong influence on buying behavior regarding the choice of restaurants. 4. Apply the stages in the decision process to your selection of a destination for your next vacation. 5. An advertising agency president says, Perception is reality. What does he mean by this? How is perception important to marketers?

74 Discussions