Categories for tourist motivation: ‘sun, sea and sand’ market: mass market, passive form of leisure tourism alone travelers: seeking opportunities to meet people, romance (need of belonging and romance) families: needs of adults met, children also to enjoy Physical Cultural Interpersonal Status and Prestige BUNDLE OF BENEFITS

Interpersonal Motivators Status and Prestige Motivators Physical Motivators Cultural Motivators Refreshing the body Curiosity about foreign lands and people Reducing mental stress Developing historical or cultural interests Improve physical health Attending cultural events Exercising Exploring local music, folklore, lifestyles, art, etc. Having fun and enjoyment Interpersonal Motivators Status and Prestige Motivators Maintaining and enhancing relationships with friends and family Gaining status and recognition from others Making new friends Pursuing one own’s hobbies Escaping own routine environment (incl. escape from one’s own family) Continuing education and self-development

Physical motivators

Cultural motivators & Status and Prestige motivators

Physical motivators & Interpersonal motivators

Physical motivators, cultural motivators, Interpersonal motivators & Status and Prestige motivators

Value for money vs. Comfort and status The motivations of business travellers: generally less price-sensitive more concerned with status than leisure tourists need to complete their business dealings as efficiently and effectively as possible in a given timeframe Therefore, their company’s motivation for the trip: speed of transport frequency of flights convenience punctuality and reliability of carriers need for flexibility (pay premium price for it) Personal motivation enters: when a spouse joins frequent flyer miles Value for money vs. Comfort and status

Facilitators: Factors that make it possible for prospective tourists to indulge in their desires e.g. time and money Increase in disposable income Wider choice in destinations Better accessibility to the destination More favourable exchange rates against the local currency Easier entry without political barriers Friendly local speaking the language of the tourist In wealthier countries: ‘cash rich, time poor’ consumers – willing to sacrifice money to save time – impact on industry?

Segmenting the tourism market: Categories: Geographic variables Demographic variables Psychographic variables Behavioural variables

1. Geographic Variables: Variables related to the areas in which consumers live Continent (North America, South America, Asia, Africa) Country (UK, France, Japan, Australia) Region (Kunene region, Karas region, Khomas region) Dividing areas according to a population’s specific buying or behavior patterns Chosen destinations will be considered through: distance, convenience, climate and cost

2. Demographic Variables: Variables related to characteristics such as: age, gender, family composition, stage in lifecycle, income, occupation, education and ethnic origin holidays chosen by 20 year olds will differ from 50 year olds Increase numbers in elderly consumers Greater number of living alone and travelling alone adults Increase in income in certain age groups UK: first property owners are dying now, significant inheritance for their offspring, rise in living standards, demand for second homes, in UK and abroad, changing leisure patterns, encourage growth in low-cost airlines GEODEMOGRAPHIC VARIABLES?

2. Demographic Variables: Occupation: one of the most common ways in which consumers are catogorised – indication of relative disposable income / identifying social class Social grade classification system based on occupation (UK< post WWll) “ABC1 grouping” Classes Designation A Higher managerial, administrative and professional B Intermediate managerial, administrative and professional C1 Supervisory, clerical and junior managerial, administrative and professional C2 Skilled manual workers D Semi-skilled and unskilled manual workers E State pensioners, casual and lowest grade workers, unemployed with state benefits only

2. Demographic Variables: European socio-economic classification system introduced in the UK in 2001 Classes Designation 1 Large employers, higher grade professional, administrative and managerial occupations 2 Lower grade professional, administrative and managerial occupations and higher grade technician and supervisory occupations 3 Intermediate occupations 4 Small employer and self-employed occupations (excl. agriculture) 5 Self-employed occupations (incl. agriculture) 6 Lower supervisory and lower technician occupations 7 Lower services, sales and clerical occupations 8 Lower technical occupations 9 Routine occupations 10 Never worked and long-term unemployed

3. Psychographic Variables: Variables related to characteristics such as: lifestyle, attitudes and personality, peer groups (influenced by those immediately surrounding us) and reference groups (those we most admire and wish to emulate) Peer groups e.g. parents and teachers, influence till we become independent – more influenced by friends, students and colleagues Reference groups e.g. celebrities, pop idols, cinema and TV ‘personalities’, media and modeling stars influence younger consumers READ MORE ON PAGE 78

4. Behavioural Variables: Segmenting markets according to their usage of the products The frequency that we purchase the product The quantities we buy Where we choose to buy (direct/travel agent) The sources where we get information on the products from Marketers should know which benefits the customer is looking for when they purchase a product e.g. lake and mountain holiday? Solitude and scenic beauty/recover from stress/photography/social interaction on hiking trip/waterskiing or mountaineering