Consumer Behavior

“The study of consumer characteristics
and the processes involved when
individuals or groups select, purchase,
and use goods and services to satisfy
wants and needs”

Why is this important?
Motivation
“A force within an individual which causes
them to do something to fulfill a
biological need or psychological desire”
Secondary (soc/psych) vs. Primary needs (live)
 Short term vs. Long term Motives
 Intrinsic vs. Extrinsic

Motivating Factors

Push Factors:

Those things internal to the tourist which
make them desire travel


Attitudes, values, perception, learning,
personality, norms
Pull Factors:

Those things external to the tourist which
are contrived to make a destination more
appealing
Maslow’s Heirarchy of Needs

Physiological


Safety


Affiliation, affection, sense of belonging
Esteem


Stability, security, structure
Love


food, water, air, shelter, reproduction
Success, self-worth, achievement
Self-Actualization

Self-fulfillment, personal growth
Leisure Ladder Model (Pearce)

Fulfillment


Self-esteem and Development


Build/extend relations; Enjoying through others
Stimulation


Developing skills, knowledge & abilities; competency
Relationship


feeling peaceful (transported), totally involved
Optimal arousal for themselves; safe, but not bored
Relaxation and Bodily Needs

Emphasize basic needs; enjoy sense of escape
Psychographic Dimensions

High-energy Allocentrics


Low-energy Allocentrics

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By air, less frequent, more in fantasy
High-energy Psychocentrics


Frequent travelers, use air, exotic, unique
Active, by car or RV
Low-energy Psychocentrics

Stay home, near familiar surroundings
Distribution of Dimensions
Allocentric
Psychocentric
Near
Psychocentric
Disney
Miami
Beach
Mid-centric
Caribbean/
Hawaii
Near
Allocentric
South Pole
South
Pacific
Optimal Arousal Theory

Tourism is guided primarily by intrinsic
motives and the need to escape stress,
excessive stimulation, and the mundane

Through travel, the tourist seeks the
stimulation or the peace and tranquility
they may not have at home or work
Barriers to Travel (constraints)
Cost
 Time
 Health
 Family Stage
 Lack of Interest
 Fear and Security

Segmenting Tourism Markets
Why?
 Segmentation Types:

Geographic Segmentation (gravity!)
 Demographic
 Psychographic (not who, but how/why)



Lifestyle, values, attitudes, desires, etc.
Product/Service-related (ie, leisure/business)

Based on benefits, preferences, loyalty, etc.
Segmentation (cont.)

Good segments are..
Substantial, exploitable, identifiable, durable
 Long term (Dolly) vs. Short term (Christina)


Five-Step Approach
Choose a segmentation approach
 Profile the segments (using marketing mix)
 Forecast each segments’ potential (#/$)
 Decide which segment(s) should be targeted
 Estimate likely market share per segment

Specialized Tourist Segments

Business & Professional Travelers

Inelastic! Vs. Elastic Demand
Incentive Travelers (employees)
 Mature Travelers (55 & older)

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International Travelers (passports!)

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50% of US disposable income
Canada, Mexico, Japan, Gr. Britain, Germany
Single Travelers (live alone)