1. VISITOR BEHAVIOR AND DECISION-MAKING
DESTINATION MARKETING
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
VISITOR BEHAVIOR AND DECISION-MAKING
Welcome to Digital Marketing Strategies
Session 1: Course Overview and Direction
This is Dale Fodness

2. ANNOUNCEMENT: Upcoming Events
Tuesday, May 9 Midterm Exam (all materials up through Monday’s session)
Tuesday, May 9 Special Interest Tourism assignment (reports and presentation due to be submitted to MyCourses) by 23:59.
Wednesday, May 10
Special Interest Tourism Presentations and Peer Evaluations
Monday, May 15
Field Trip to Punkaharyu Hotelli
8am-5pm; travel by bus; lunch and coffee provided
Tour property; meet with Saimi Hoyer; provide feedback on what we see (from the perspective of what we’ve studied)

3. VISITOR BEHAVIOR AND DECISION-MAKING
Animations used on this page
SESSION 4
PREVIEW
VISITOR BEHAVIOR AND DECISION-MAKING
What motivates visitors to travel to destinations?
How do visitors decide on a destination?
How can destination visitors be segmented?
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

4. Why is this important for destination marketers?
To be aware of:
The needs, purchase motives and decision process associated with choice of destination;
The impact of the different effects of various promotional tactics;
The possible perception of risk for destinations;
The differences in purchase behaviour among market segments; and
How destination managers can improve their chance of marketing success.

5. VISITOR BEHAVIOR AND DECISION-MAKING
Animations used on this page
SESSION 4
PREVIEW
VISITOR BEHAVIOR AND DECISION-MAKING
What motivates visitors to travel to destinations?
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

6. Tourist needs, motives and desires/actions
Physiological
Safety
Belonging
Esteem
Self-actualization
To know and understand
Aesthetics
Relaxation
Security
Love
Achievement
Be true to one’s self
Knowledge
Appreciation of beauty
Escape; relaxation; relief of tension; sunlust; relaxation
Health; recreation; keeping oneself active; exercise
Family togetherness; enhancement of kinship relationships; companionship
Convince oneself of one’s achievements; prestige; social recognition
Exploration and evaluation of nature; self-discovery; satisfaction of inner desires
Cultural education; wanderlust; interest in the unknown
Environmental, scenery
Need
Motive
Desire / Action

7. VISITOR BEHAVIOR AND DECISION-MAKING
Animations used on this page
SESSION 4
PREVIEW
VISITOR BEHAVIOR AND DECISION-MAKING
What motivates visitors to travel to destinations?
How do visitors decide on a destination?
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

8. Activities model of destination choice
B. Tourist socio-psychological factors
Experiences
Life-cycle stages
Income
Available time, etc.
Motives
C. Image of Destinations
(activities as attributes)
C. Image of destinations
(activities as attributes)
A. Marketing and external factors
(information about destinations)
D. Destination choice
(based on a match between perceived activities offered and preferred activities)
E. Destinations
(offer and promote activities)

9. Travel purchase behavior (decision making) process
Need recognition
Information search
Alternative evaluation
Purchase
Consumption
Post-purchase evaluation
Commercial
Interpersonal
Personal
Destination-dominated info
Interpersonal and third-party info
Internal sources
Objective criteria
Subjective criteria
SERVQUAL
Reliability: the ability to perform the promised service dependably and accurately
Assurance: the knowledge and courtesy of employees and their ability to convey trust and confidence
Tangibles: the appearance of physical facilities, equipment, personnel and communication materials
Empathy: the provision of caring, individualized attention to customers
Responsiveness: the willingness to help customers and to provide prompt service
Perceived risks
Expectations
Performance

10. VISITOR BEHAVIOR AND DECISION-MAKING
Animations used on this page
SESSION 4
PREVIEW
VISITOR BEHAVIOR AND DECISION-MAKING
What motivates visitors to travel to destinations?
How do visitors decide on a destination?
How can destination visitors be segmented?
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

11. Tourist Segmentation Rationale
From a destination marketing perspective we need: 1. to identify unique tourist market segments 2. to assess the stability and demand patterns of each segment 3. to evaluate the returns or profit contributions realized from each segment 4. to allocate resources to attracting each segment, in other words, making cost-benefit analysis in the tourism sector

12. Tourist Segmentation Bases 1
I. Segmentation by Purpose:
(a) Recreational purposes (leisure)
(i) Holiday (ii) Health and Sports (iii) Religion VFR, Study
Holiday purposes include sunlust and wanderlust
(b) Business purposes
(i) Company Business (ii) Convention (iii) Sales trips (iv) Incentive trips

13. Tourist Segmentation 2
Psychographic Segmentation: uses psychological variables.
A limited number of traits which are important for tourists: venturesomeness, hedonism, dogmatism, intellectualism.
These traits influence tourist activity or the purchasing characteristics of tourists.
A commonly used model segments tourism markets based on their venturesomeness:
(a) Allocentric: highly venturesome;
make own travel arrangements, visit remote and unfamiliar destinations, learn local culture, and rarely repeat visit to the same place.
(b) Mid-centric: liking to explore but with comfort; uses travel distributors, but make own package, travel reasonably far but to known destinations, balance novelty with home comforts.
(c) Psychocentric: disliking unfamiliarity and risks; use organized inclusive tours (package tours), travel often to familiar destinations culturally similar to home, board in mass accommodation or, often repeat visit.

14. Tourist Segmentation 3
3. Interactional Segmentation: to segment tourists with respect to the effect on the tourism destination.
(a) Explorer: small in numbers, virtually no consumption of tourism products, negligible economic impact
(b) Elite: relatively small number, price-inelastic demand for very high quality products, may cause investment to follow into destinations.
(c) Hosted or second homers: constant travel demand, but boarded by hosts or in own accommodation, hence low consumption product, but cause increase in general local expenditure
(d) Individual: numerous, wide ranging travel, demand maybe price-elastic, significant demand for domestic tourism products
(e) Mass-or charter: very numerous, sectors of the travel industry wholly dependent on them, major impact and costs at destination, may cause significant investment in destination by generator owned business.

15. Tourist Segmentation 4 Other variations between types of tourists:
1. Length of stay: from a week to 30 days
2. Overall & seasonal demand stability:
(a) VFR and luxury recreational tourism is the least sensitive to demand variation
(b) Leisure Travel is constrained by school vacations, work entitlements, climatic conditions
(c) Business Travel is influenced by the long term stability of demand affected by economic cycle in Tourist Generating Regions.
3. Repeat visiting & Marketing Costs:
(a) The psycho-centric tourists and second home owners are most likely to repeat a visit to a destination. Because they are willing to visit familiar destinations
(b) Cruise passengers exhibit high repeat purchasing (because of strong brand loyalty)
(c) Repeat visiting decreases tourism marketing costs.

16. Tourist Segmentation
Psychographic Segmentation Case Study
Instead of defining people based on age, income, gender, family status or education level – all of which is valuable information – psychographics look deeper at people's personal beliefs, social values and view of the world

17. What’s your traveler type?
Take the EQ quiz

18. Exercise: Apply psychographic segmentation to Punkaharyu Hotelli based on their online presence
Get together with your Special Interest Tourism project team
Based on what you see at the Punkaharyu Hotelli online presence (website, Facebook, etc.), identify which 2 types of traveler would be most interested and tell why
For each of your two selected traveler types, post to MyCourses:
Brief description of traveler type selected
List social values
List travel values
Identify 3 specific activities from the Punkaharju Hotelli website that would be attractive to this traveler type
Identify 2 specific activities from the Punkaharju website that would definitely not be attractive to this traveler type
All traveller types*
Authentic experiencer
Cultural explorer
Cultural history buff
Personal history explorer
Free spirit
Gentle explorer
No hassle traveller
Rejuvenator
Virtual traveler *

19. VISITOR BEHAVIOR AND DECISION-MAKING
Animations used on this page
SESSION 4
PREVIEW
VISITOR BEHAVIOR AND DECISION-MAKING
What motivates visitors to travel to destinations?
How do visitors decide on a destination?
How can destination visitors be segmented?
DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

20. Review for Midterm
From their assigned chapter, each team will identify 7 key terms (along with definitions) – as well as one possible essay question related to their chapter (no answer required). Post to MyCourses.
Team
Chapter Assigned 1 9 2 8 3 6 4 5 17 7

21. VISITOR BEHAVIOR AND DECISION-MAKING
DESTINATION MARKETING
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
VISITOR BEHAVIOR AND DECISION-MAKING
Welcome to Digital Marketing Strategies
Session 1: Course Overview and Direction
This is Dale Fodness