1. Lecture 9 How Can We Understand the Tourists? (Cont’d)

2. Matheison and Wall Model

3. Similar to the Schmoll model, Matheison and Wall model also identifies four interrellated factors:
Tourist profile
Age, education, income, attitude, previous experience and motivations.
Travel awareness
Image of destinations’ facilities and services which is based upon the credibility of the source.
Destination resources and characteristics
Attractions and features of the destination
Trip features
Distance, trip duration, and perceived risk of the area visited

4. Five-Stage Model of Decision-Making by Matheison and Wall
Felt need/
Travel Desire
Information
Collection and
Evaluation by image
Travel decision
(choice between
alternatives)
Travel preparations
And travel experience
Travel satisfaction
Outcome and evaluation

5. Stages of the Buying Behavior of Tourists
Felt need or
Travel desire
A desire to travel is felt and reasons for and against that desire are weighted
Information and
Evaluation
Potential tourists utilize travel intermediaries, brochures and advertisements as well as friends, relatives and experienced travelers. This information is evaluated against both economic and time constraints and factors such as accessibility and alternatives
Travel decision
Stage advancement occurs with destinations, mode of travel, accommodations and activities being selected
Travel preparations
And travel equipment
Travel takes place once bookings are made and confirmed, budgets organized, and clothing and equipment are arranged.
Travel satisfaction
During and after travel the overall experience is evaluated and the results influence subsequent travel decisions.

6. Hansal and Eiselt Model

7. Hansal and Eislt (2004) provided a simple explanation of the decision-making process of tourists. This process is divided into two phases which are described as:

8. Planning phase – where travelers decide on the basic parameters concerning their trip. Decisions in this phase are made at home, usually over a significant amount of time prior to the trip. Sometimes initial decisions are subjected to modification or completely revamped.

9. Modification phase – during which details are decided
Modification phase – during which details are decided. This phase covers modifications made during the trip. Examples are choices of specific sites that were advertised in brochures that travelers obtained from tourist information centers or decision to stay at a hotel whose services are announced on a billboard.

10. Models describing tourist decision-making process would make a long-list. They have basically the same purpose and that is to guide the tourism industry in understanding how tourists get motivated in traveling, what things influence or discourage them to travel, and where they information, and purchase their selected product. In short, these models have two fundamental roles: to identify factors that influence the decision-making of the tourists and to enumerate the stages of their decision-making

11. Tourist Typology

12. Tourist Typologies
Refer to classifications of tourists based on their behavior.
Over the years, the number of tourist typologies has grown. It is an indicator of how marketers have relied on understanding their consumers through their behavior.
These typologies serve as guide to tourism business owners as to what products, services and facilities should be sold to certain tourists having the same behavior.

13. Marketers and planners as well as managers of tourism businesses consider these typologies to guide their marketing, planning, and development and management functions.

14. Several tourist typology models were developed by tourism experts and scholars. Some of the more popular models include the following:
Plog’s Psychocentric-Allocentric Model
Cohen’s Tourist Typology
Global Travel Survey
Pearce’s Travelers Category

15. Plog’s Psychocentri-Allocentric Model
Stanley Plog classifed tourists along a continuum with allocentrics on one end and psychocentrics on the other end.
Generally, allocentrics seeks adventure while psychocentrics seek the comfort of familiar surroundings in their tourism experiences.

16. Cohen’s Tourist Typology
Eric Cohen categorized tourist into four organized mass tourist, individual mass tourist, the explorer and the drifter. This is similar to Plog’s model wherein psychocentrics are further divided into organized and individualized and the allocentrics into explorers and drifters.

17. Cohen’s Tourist Categories
The organized mass tourist
package tour fixed itineraries, planned stops, guided organizers making the decisions
Familiarity at a maximum and novelty at a minimum
The individual mass tourist
Tour not entirely planned by others
Tourist having some control over his/her itinerary and time allocations
Major arrangements made through travel intermediary
Tourist remaining largely within the environmental bubble of home country ways and mixing little with locals
Dominant familiarity
The explorer
Tourist usually planning his/her own trips and trying to avoid developed tourist attractions
Desire to mix with locals but still protected within the environmental bubble.
Dominant novelty, tourist not fully integrating with locals
The drifter
Tourist plan their trip alone
Tourists avoid tourist attractions and live with the locals
Almost entirely immersed in the host culture, sharing its shelter, food and habits
Novelty is dominant and familiarity disappears.

18. Global Travel Survey
This survey done in the United Kingdom in 2005 has a more general approach to classifying tourists into adventurers, worriers, dreamers, economizers and indulgers.
These are based on how tourists perceived traveling.

19. Adventurers Are motivated to seek new experiences Value diversity
Seek new activities, cultures and people
Are independent and in control
Travel plays a central role in their lives
Don’t need to be pampered
“I feel confident that I could find my way around a city that I have never visited before.” “I really hate traveling with a group of people, even if they’re people I know.”

20. Worriers Suffer considerable anxiety about traveling
Travel is relatively unimportant to them
Are not particularly adventurous
“Most traveling is too stressful for me.” “I worry a lot about home when I’m away.” “I have a fear of flying”.

21. Dreamers Are fascinated by travel
Their own travel tends to be more mundane than might be expected give their travel ideas.
Their trips are oriented more toward relaxation than adventure.
Lack confidence in their ability to master the details of traveling
Anxious about the stresses of travel.
“I like I have to travel to enjoy life fully.” I like to be able to impress people by telling them about the interesting places I’ve visited.” “I really rely on maps and guidebooks when I travel to a new place.”

22. Economizers
They travel primarily because they need a break, travel is not a central activity for them.
Seek value in travel
Their experience of travel does not add meaning to their lives
Their sense of adventure is low
“Traveling first-class is a waste of money, even if you can afford it.”

23. Indulgers Like to be pampered
Their travel is not a central or important experience
Are generally willing to pay for a higher level of service when they travel
Do not find travel intimidating or stressful
“I don’t worry about how much things cost when I travel.” “It’s worth paying extra to get the special attention I want when I travel.”

24. Pearce’s Travel Category
Pearce developed 15 traveler categories based on major role-related behaviors.
Tourist - Explorer
Traveler - Missionary
Holidaymaker - Overseas student
Jetsetter - Anthropologist
Businessperson -Hippie
Migrant - International athlete
Conversationist - Overseas journalist
- Religious pilgrim

25. Tourist
Takes photos, buys souvenirs, goes to famous places, stays briefly in one place, does not understand the local people.

26. Traveler
Stays briefly in one place, experiments with local food, goes to famous places, takes photos, explores privately.

27. Holidaymaker
Takes photos, goes to famous places, is alienated from society, buys souvenirs, contributes to the visited economy.

28. Jetsetter
Lives a life of luxury, is concerned with social status, seeks sensual pleasures, prefers interacting with people of his/her own kind.

29. Businessperson
Concerned with social status, contributes to the economy, does not take photos, prefers interacting with people of his/her own kind, goes to famous places.

30. Migrant
Has language problems, prefers interacting with people of his/her own kind, does not understand the local people, does not live a life of luxury, does not exploit people.

31. Conversationist
Interested in the environment, does not buy souvenirs, does not exploit the local people, explores places privately, takes photos.

32. Explorer
Explores places privately, is interested in the environment, takes physical risks, does not buy souvenirs, keenly observes the visited society.

33. Missionary
Does not buy souvenirs, searches for the meaning of life, does not live a life of luxury, does not seek sensual pleasures, keenly observes the visited society.

34. Overseas student
Experiments with local food, does not exploit the local people, takes photos, keenly observes the visited society, takes physical risks.

35. Anthropologist
Keenly observes the visited society, explores places privately, is interested in the environment, does not buy souvenirs, takes photos.

36. Hippie
Does not buy souvenirs, does not live a life of luxury, is not concerned with social status, does not take photos, does not contribute to the economy.

37. International athlete
Not alienated from own society, does not exploit the local people, does not understand the local people, explores places privately, searches for the meaning of life.

38. Overseas journalist
Takes photos, keenly observes the visited society, goes to famous places, takes physical risks, explores places privately

39. Religious pilgrim
Searches for the meaning of life, does not live a life of luxury, is not concerned with social status, does not exploit the local people, does not buy souvenirs.

40. Market Segmentation

41. Market Segmentation
Market segmentation is similar to tourist typology.
It is another way of classifying tourists and understanding them.

42. Segmentation is a sort of grouping people with the same characteristics such as geographic, demographic, psychographic, and product-related characteristics.

43. Tourist Market Segmentation
Geographic
segmentation
Grouping of potential tourists is based on their location
Demographic
Grouping is based on the tourist’s gender, age, ethnicity, occupation, income, household size and family situation.
Psychographic
Grouping is based on how tourists live and on their priorities and interests.
Product-related
Grouping of tourists is based directly on what they want and need in a particular good or service.

44. The End