1. Demand for Tours Market Segments among Group Travellers

2. Learning Objectives To understand the motivations of booking a tour. To know the purpose, content and procedures of customer survey.

3. Revision - Characteristics of Tours Freedom from hassles and decision making Saving time and money Companionship of people with similar interest The education nature The lack of alternatives The lack of freedom Being passive

4. Motivations of Taking tours Availability of tours to desirable destinations Hassle-free vacations Knowing the cost up front Psychological security Opportunities of meeting people Enjoying others’ company Cost saving …...

5. Consumer Survey Purposes of consumer survey –Segmenting market –Producing a tour package that satisfy the target market. –Planning itinerary

6. Consumer Survey Destination preference Month to travel Departure day (Monday, Sunday) Length of stay Budget Flights Accommodation Dinning Shopping time Free time Group size Nature of the tour Activities at destination …...

7. Customer Survey Working procedures –To determine information objectives. –To decide on the data collecting method which can generate a high response rate as possible. –To analyse data (frequency, mean, cross reference) –Conclusions.

8. Summary Some tour characteristics are also motivation factors that need to be considered when understanding people’s behaviour of taking tours. Survey for the purpose of designing a tour package and itinerary should cover all the specific and operational aspects in addition to the motivational factors.