PowerPoint slides for The Tourism System 7th ed. by Robert C. Mill and Alastair M. Morrison, published by Kendall/Hunt, 2012.
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The Tourism System 6th edition Kendall Hunt Publishing Company
Purpose Based upon an understanding of the traveler's search for vacation information, students will be able to suggest specific strategies to influence where, how, with whom, when, and for how long people vacation.
Younger Women Older Baby Boomers Have higher educational levels Travelers who stay overnight in commercial lodging Air travelers Online for four years or more Made decision to visit before requesting official
information Advance planners
Photos courtesy of Tourism Malaysia
The Tourism System 6th edition Kendall Hunt Publishing Company
Image-Shaping Forces Stabilize our perceptions Perceive in a certain habitual way Tendency to be confident or cautious Limited span of attention Individual's mental set (including expectations) People perceive what they expect to perceive Degree of familiarity with incoming stimuli Effect of social and cultural factors
Learning Objective 3: Self-image and Travel Choices Describe how a person’s self-image influences his or her choices of travel destinations and services.
How We Perceive Products and services as bundles of benefits or attributes Must satisfy felt needs Felt needs must be important to the person Buy services that fit our own images Real self Ideal self Self-image Reference-group self
Photos courtesy of Tourism Malaysia
The Tourism System 6th edition Kendall Hunt Publishing Company
Learning Objective 4: Sensitivity to Information Explain how to use the factors that influence people’s sensitivity to information to increase the chances of a message being noticed.
Getting the Message Noticed Factors that affect the target audience’s sensitivity: Technical factors Size Color Intensity Moving objects Position Contrast Isolation
Attribute-based (specific features) Holistic (overall sense of place) The above two each contain these characteristics: Functional: more tangible Psychological: more abstract
Pretty towns (PT) Activities/sports available (A/S) Culture/history (C/H) Litter-free environment Nightlife/entertainment (N/E) Services available (S) Access (cost/means) Price/quality ratio Pleasant climate (C) Economic development/urbanization (E/D) Meet family/friends (FF) Welcome/friendly people Calm/tranquility (C/T) Relaxed pace of life (RPL) Discover something new (D)
Psychological (Abstract)
Photos courtesy of Tourism Malaysia
The Tourism System 6th edition Kendall Hunt Publishing Company
Once people are motivated to go on vacation they begin an information search to compare various alternatives.
They seek and receive information from friends and relatives, travel opinion leaders as well as from the commercial environment.
Incoming information goes through a two-step process before it has an impact. The first step controls the quantity of information that is received; the second controls the quality of information taken in.
It is possible to structure messages such that they have a greater chance of being noticed and communicate the intended message.
Benefit segmentation is a viable way of dividing a market. By comparing what is important to the tourist with the perception the
tourist has of a particular destination, a perceptual map can be developed to assist in marketing.