1. 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

2. 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

3. Physical motivators

4. Cultural motivators &
Status and Prestige motivators

5. Physical motivators &
Interpersonal motivators

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

7. 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

8. 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?

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

12. 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

13. 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?

14. 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

15. 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

16. 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

17. 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