Slide 2.

Chapter 2
Tourism Consumer Behavior

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.2

Learning Outcomes
This lecture deals with the factors and influences which, when combined, will
influence a consumers demand for tourism. By reading this chapter you will:

Have a knowledge of the factors influencing the buyer decision process in

tourism;
In particular have an understanding of the theory of motivation;
Have an appreciation of the way that the roles and psychographics of tourists
are linked to specific forms of tourism and tourist needs;
Have a knowledge of the key models that seek to explain the decision-making
process for the purchase of tourism products; and
Be able to critique models of consumer decision-making in tourism.

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.3

Individual Decision Making

No two individuals are alike and differences in attitudes,

perceptions, images and motivation have an important
influence on travel decisions. It is important to note that:
Attitudes depend on an individuals perception of the
world;
Perceptions are mental impressions of, say, a destination
or travel company;
Travel motivators explain why people want to travel and
they are the inner urges that initiate travel demand; and
Images are sets of beliefs, ideas and impressions relating
to products and destinations.

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.4

Why is this Important?

It is important for tourism managers to research and understand the
way in which tourism consumers make decisions and act in relation to
the consumption of tourism products. We need to study a tourists
consumer behaviour to be aware of:

The needs, purchase motives and decision process associated with the
consumption of tourism;
The impact of the different effects of various promotional tactics;
The possible perception of risk for tourism purchases, including the
impact of terrorist incidents;
The different market segments based upon purchase behaviour; and
How managers can improve their chance of marketing success.

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.5

Influences of Consumer Behaviour

Figure 2.1 Consumer decision-making framework

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.6

Elements of Consumer Decisions

We can view the tourism consumer decision process as a system made up of four
basic elements:
Energisers of demand - the forces of motivation that lead a tourist to decide to
visit an attraction or go on a holiday.
Effectors of demand - the consumer will have developed ideas of a destination,
product or organisation by a process of learning, attitudes and associations from
promotional messages and information. This will affect the consumers image
and knowledge of a tourism product thus serving to heighten or dampen the
various energisers that lead to consumer action.
Roles and the decision-making process - here, the important role is that of the
family member who is normally involved in the different stages of the purchase
process and the final resolution of decisions about when, where and how the
group will consume the tourism product.
Determinants of demand. In addition, the consumer decision-making process
for tourism is underpinned by the determinants of demand.

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.7

Motivation

Motivation is defined as causing a person

to act in a certain way. Approaches to
motivation:
Maslow
Dann
McIntosh, Goeldner and Ritchie
Plog

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.8

Maslows Model

Figure 2.2 Maslows hierarchy of needs

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.9

Plogs Model
In 1974, Stanley Plog developed a theory which allowed the US
population to be classified into a series of interrelated psychographic
types. These types range from two extremes:
The psychocentric type is derived from 'psyche' or 'self-centred' where
an individual centres thoughts or concerns on the small problem areas of
life. These individuals tend to be conservative in their travel patterns,
preferring safe destinations and often taking many return trips. For this
latter reason, market research in the tour-operating sector labels this
group as 'repeaters'.
The allocentric type derives from the root allo meaning varied in
form. These individuals are adventurous and motivated to
travel/discover new destinations. They rarely return to the same place
twice, hence their market research label 'wanderers'.
Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.10

Motivation Summary
We can see that the dimensions of the concept of motivation in the
context of travel are difficult to map. In summary they can be seen to
include:
The idea that travel is initially need-related and that this manifests
itself in terms of wants and the strength of motivation or push, as the
energiser of action;
Motivation is grounded in sociological and psychological aspects of
acquired norms, attitudes, culture, perceptions, etc., leading to personspecific forms of motivation; and
The image of a destination created through various communication
channels will influence motivation and subsequently affect the type of
travel undertaken.
Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.11

Roles and Decision Making

Typologies/roles can be designed to classify
tourists in terms of their roles in decision
making
Goffman and Cohens approaches are
based upon motivation
Family influence is also important

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.12

Cohens Typology

Figure 2.4 Cohens classication of tourists

Source: Boniface and Cooper, 1987, adapted from Cohen, 1972
Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.13

The Importance of Image

There are various kinds of definitions adopted to describe the word image
in different fields. For example, the WTO defines image as follows:
The artificial imitation of the apparent form of an object;
Form resemblance, identity (e.g. art and design); and
Ideas, conceptions held individually or collectively of the destination.
Gunn (1972) identifies two levels of image.
Viewed in terms of a country or destination, the organic image is the
sum of all information that has not been deliberately directed by
advertising or promotion of a country or destination,
The second level of image is the induced image. This is formed by
deliberate portrayal and promotion by various organisations involved
with tourism.
Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.14

The Importance of Image

We can identify four stages in the development and
establishment of a holiday image:
1. A vague, fantasy type of image is created from advertising,
education and word of mouth and is formed before the subject
has thought seriously about taking a holiday.
2. A decision is made to take a holiday and then choices must be
made regarding time, destination and type of holiday. This is
when the holiday image is modified, clarified and extended.

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.15

The Importance of Image

3.

4.

The holiday experience itself, which modifies, corrects

or removes elements of the image that prove to be
invalid and reinforces those that are found to be correct.
The after-image, the recollection of the holiday which
may induce feelings of nostalgia, regret or fantasy. This
is the stage that will mould an individuals holiday
concepts and attitudes and will promote a new sequence
of holiday images influencing future holiday decisions.

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.16

The Buying Decision

Process in Tourism

The stages of the decision:

need arousal
recognition of the need
level of involvement
identification of alternatives
evaluation of alternatives
decision choice
purchase action
post-purchase behaviour

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.17

The Buying Decision

Process in Tourism (contd)

Figure 2.5 Model of consumer behaviour

Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors

Slide 2.18

Modelling the Process

Engel, Blackwell and Miniard (1986) classified models according
to the degree of search or problem-solving behaviour by the
consumer:
Limited problem-solving models (LPS models) are applicable to
repeat or mundane purchases with a low level of consumer
involvement. Apart from short trips near to home these are not
applicable to tourism.
Extended problem-solving models (EPS models) apply to
purchases associated with high levels of perceived risk and
involvement, and where the information search and evaluation of
alternatives plays an important part in the purchasing decision.
Models of tourist behaviour fall into this category.
Cooper et al: Tourism: Principles and Practice, 3e

Pearson Education Limited 2005, retained by authors