Unit 1, Lesson 3 Theories of Consumer Motivation

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Presentation transcript:

Unit 1, Lesson 3 Theories of Consumer Motivation AOHT Principles of Hospitality and Tourism Unit 1, Lesson 3 Theories of Consumer Motivation Copyright © 2007–2014 National Academy Foundation. All rights reserved.

It is important to understand consumer motivation Understanding what motivates people to travel and choose certain places to go helps businesses attract customers. It also helps businesses develop services and products that customers need and want.

Consumer motivation drives businesses to create new products and services What motivates you to try a new business?

There are many theories of consumer motivation Researchers have studied consumer motivation for many years. We’ll examine three major theories from that research. As a consumer, what motivates you?

Theoretical models explain consumer motivations Maslow’s Hierarchy of Needs Pearce’s Leisure Ladder Plog’s Model

These models examine consumers’ needs and wants Basic needs = Meeting needs and fulfilling wants form the basis of the hospitality and tourism industry. = Wants How do you meet your everyday needs? What about your wants?

Maslow’s hierarchy is used most often to explain needs Most people travel to meet needs that are higher on the pyramid. According to Maslow, what needs are being fulfilled by travelers on safari? How do hospitality and tourism businesses meet higher needs?

Travel can satisfy many levels of need Which levels of need on Maslow’s hierarchy are these people fulfilling?

Pearce’s leisure ladder explains travelers’ motives over time On the leisure ladder, travelers ascend as they become older and more experienced. Lower-level motives have to be satisfied before higher-level steps on the ladder come into play. One motive at a time tends to be dominant. Which hospitality service would fit in the fulfillment category?

Plog’s model explains travelers’ personalities, not motives Only very specialized hospitality and tourism businesses satisfy travelers on the ends of the model. Where do you fit on this continuum? How would your budget affect your choices?

These theories can help to avoid stereotyping How could using Pearce’s Leisure Ladder or Plog’s model help a travel professional avoid stereotyping clients?