1. 3.01 Understand Categories & Motivation of Travelers & Tourists
Hospitality & Tourism
3.01 Understand Categories & Motivation of Travelers & Tourists

2. Classification of Travelers/Tourists
Leisure: travel undertaken for pleasure and joy.
Example: Traveling to FL to visit family or for spring break.
Business: travel done in the course of business or work,this is a corporation's 3rd or 4th biggest expense after staffing, rent and rates.
Example: Traveling for a business merger or opening new business.

3. Leisure Travel
Leisure Travel requires people to budget travel for their trip.
Trips can be for fun or for a special event.
Example:
Fun-Florida for spring break.
Special event-Going to CA for a wedding.

4. Target Market
Target Market: The specific segment of a total market that a company desires to have as customers and toward whom it directs its marketing efforts.
Who are you reaching out to as a company?

5. Who is your Target Market?
Example:
Baby Boomers- People who were born between 1946 & 1964, these individuals should have met their prime spending capacity by 2010.

6. Transient Travelers/Convenience
Transient: lasting only a short while; passing through for a brief period.
Transient Traveler: someone staying a short amount of time.
Example: Staying at the beach for one night. Finding a cheap hotel for that night.

7. Transient Travelers/Convenience
Convenience: Motivation by not dealing with hassle.
Example: Getting a hotel near the airport to avoid renting a car.

8. Women Travelers
More women are traveling less due to demands of their careers and being a single parent.
Women sometimes have concerns with safety and security when traveling alone.
Women also look for accommodations such as a spa facility.

9. Young Families
Young families would be interested in trips that include activities for adults and children. These trips may also provide childcare.

10. Factors That Influence Consumer Behavior
Extrinsic Factors: Factors external to the individual and unrelated to the task they are performing. Ex: money, good grades, and other rewards.
Discretionary Income: amount of income that is left for spending, investing or saving after taxes and personal necessities (such as food, shelter, and clothing) have been paid, includes money spent on luxury items & vacations.

11. Factors That Influence Consumer Behavior
Intrinsic Factor: Refers to behavior that is driven by internal rewards, the need to achieve physical being, safety needs, acceptance, & self-actualization.

12. Economic & Political Factors
Example:
9/11 shook the world as it was the worst terrorist attack of modern times, causing numerous implications on tourists desires to travel, In turn 9/11 caused the first year of negative growth in the travel business for two decades.

13. Market Segmentation
Demographic- Segmenting the market based on personal characteristics such as; age, gender, income, occupation, & ethnicity.
Assumes that consumers with similar demographic profiles will exhibit similar purchasing patterns, motivations, interests and lifestyles and that these characteristics will translate into similar product/brand preferences.

14. Market Segmentation
Psychographics: Segmenting the market based on lifestyle, attitudes & beliefs.
AIO:
A-Attitude
I-Interest
O-Opinions
Examples: Hikers or
Motorcycle riders.

15. Market Segmentation
Geographic: Segmenting based on location.

16. Market Segmentation
Behavioral: segmentation divides consumers into groups according to their observed behaviors.
Examples: user status, buyer readiness, loyalty status, attitude to product or service.

17. Maslow’s Hierarchy of Needs
Motivation
Maslow’s Hierarchy of Needs

18. Understanding 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.

19. Maslow’s Hierarchy of Needs Explains Consumer Motivation…
One of the most widely used theories to explain consumer motivation was developed by Abraham Maslow.
The theory focus’ on analyzing a customer’s needs and wants, which are at the heart of customer motivation.

20. Maslow’s Hierarchy of Needs Explains Consumer Motivation…
It is the consumers’ needs and wants that create motivation, which in turn leads them to make a choice.
The more a business understands the specifics of a customer’s needs and wants, the more accurately it can predict the choices that the customer will make and plan accordingly.

21. Maslow’s Hierarchy of Needs
Abraham Maslow believed that people have different types of needs, ranging from basic to complex and abstract. Maslow’s hierarchy of needs is usually depicted as a pyramid with the following levels:
Physiological level: Need for food, water, sleep, etc.
Safety level: Need for safety and physical security, in terms of self, family, home, and job.

22. Maslow’s Hierarchy of Needs
Social level: Need for love and belonging, in terms of family, intimacy, and friendship.
Ego level: Need for esteem, self-respect, respect from others, and a sense of accomplishment.
Self-Actualization level: Need to develop one’s morality, creativity, acceptance of self and others, and spirituality.

23. Maslow’s Hierarchy of Needs

24. The model examines consumers’ needs and wants…
Basic needs =
Meeting needs and fulfilling wants
form the basis of the hospitality and tourism industry.
=Wants

25. Travel can satisfy many levels of needs…
Travel can often be a way for people to satisfy their social, ego, and self-actualization needs. By staying at a luxury resort, a couple may fulfill their ego needs by feeling a sense of glamour and prestige, which in turn raises their self-esteem and self-confidence. By going on a trip to help an overseas orphanage, build houses for the homeless, or bring medical supplies to the sick, a college student might satisfy her self-actualization needs.