Chapter 1 “Introduction to Tourism Marketing” Chapter 2 “Investigation of Tourism Marketing Survey” Chapter 3 “Environment of Tourism Marketing” Chapter 4 “Impacted Factors of Tourist Behaviors” Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Chapter 6 “Segmentation of Tourism Marketing” Chapter 7
“Policies of Tourism Product”
Chapter 8
“Policies of Tourism Price”
Chapter 9
“Channels of Tourism Distribution”
Chapter 10 “Policies of Tourism Marketing” Chapter 11 “Management of Tourism Marketing” “Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Chapter 5: Tourist Behavior Modes and Decision-Making Evaluation
Objectives Summaries Key concepts Exercises “Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Objectives
To understand tourist modes, decision, process
To master how to evaluate post-behavior
To recognize the tourist buying behavior of tourist institutes and organization
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes
Section 2 Researches on decision-making Process of tourist behaviors
Section 3 Evaluations on post-tourism behaviors
Section 4 Purchasing behaviors of tourism organizations
Section 4 Purchasing behaviors of tourism organizations
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Tourist Behavior Modes
MicroEnvironm ent
MacroEnvironm ent
Tourist Features
Process of Tourist Decision
Tourist Decision
Tourist Product
Economy
Cultural Feature
Confirm Need
Produce Selection
Tourist Price
Technology
Social Features
Information Collection
Brand Selection
Tourist Channel
Politics
Political Features
Scheme Evaluation
Travel Agent Selection
Tourism Promotion
Culture
Cultural Features
Tourist Decision
Tourist Chance
……
……
……
Post-tourist Behavior
Tourist Procession
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes
Significance of Constructing Tourist Behavior Modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Significance of constructing tourist Behavior modes
Help to understand the mechanism of basic types, affected factors and other factors (need, behavior, other factors) of tourism behavior
Help to further describe and analyze introduction and development of concrete behavior for usual regulation. Help to master and affect behavior modes for tourist company, government or other department and travelers so as to realize tourist target.
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes
Significance of constructing tourist Behavior modes
Constructing tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Stimulating Factors Constructing Tourist Behavior Modes Psychological Process Affected Factors of Setting up Modes Outputting of Modes Behavior Results of Modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes
Significance of Constructing Tourist Behavior Modes
Constructing Tourist Behavior Modes
Tourist Behavior Modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Usual tourist behavior modes Tourist Behavior Modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
输入
刺激因素
待满足的需要 个人与家庭因 素的变化 营销刺激 社会与环境刺 激
处理 心理活动过程 认识过程 感情过程 意志过程 主要阶段
收集资料 寻找目标
接受认识信息 确定其意义
比较 评价
确定： 动机 目标 手段
出输
后果
行为 1. 簿记活动 2是否旅游？ 旅游种类？ 旅游时间？ 旅游地点？ 旅游方式？ 3. 储蓄活动 储蓄多少？ 如何储蓄？
行为后果 1.满意与否 2.经验知识 的变化 3.货币、实 物存量的 变化 4.旅游习惯 偏爱的变化
待满足 需要的 产生
信息储存
反馈
其他影响因素 个人与家庭因素 企业营销因素
Usual tourist behavior modes
社会与环境因素
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Usual tourist behavior modes Tourist behavior modes Regular tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
First Stage (New problem ) A B C D E F G H I J · ·
Second Stage (Familiar Problem ) B C F G I · ·
Third Stage (Regular Selection B )C G
Regular tourist behavior modes Stimulatio n
Regular Reaction (Radom Selection or One selection in few schemes)
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Usual tourist behavior modes Tourist behavior modes
Regular tourist behavior modes
Impulsive tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes Significance of constructing tourist Behavior modes Constructing tourist behavior modes Tourist behavior modes
Purchasing types of tourist behaviors
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Purchasing types of tourist behaviors
Brand Difference High Intervention
Low Intervention
Intervention Degree
Great Brand Difference
Complex Buying Behavior
To findtourist various buying Habitual buying behavior behavior Various tourist buying behavior Solving out of line tourist
Small Brand Difference
To convert buying behavior out of line
buying behavior Habitual buying behavior Complex tourist buying behavior Different decision unit tourist buying behavior
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Classifications of tourist purchasing behaviors By different decision-making units
Types of Tourist Buying Decision Units
Tourist Buying Behavior of Consumer Individual Tourist Buying Behavior
Group Tourist Buying Behavior
Tourist Buying Behavior of Organization Tourist Buying Behavior of Travel Agents
Tourist Buying Behavior of Middle Businessman Different decision unit of tourist buying behavior
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Purchasing types of tourist behaviors
Brand Difference Intervention Degree
High Intervention
Habitual tourist buying behavior Low Intervention Various tourist buying behavior
Great Brand Difference
Small Brand Difference
outfind of line tourist buying behav Complex BuyingSolvingTo various buying Behavior behavior Complex tourist buying behavior
To convert buying behavior out of line
Different decision unit tourist buying behavior Habitual buying behavior tourist buying behavior of different personal feature tourist buying behavior of different involvement tourist buying behavior of different time & journey
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Classifications of tourist purchasing Behaviors (incomplete or partial) Classifications of tourist buying Behaviors Types by concerning with buying degree
Types by tourist period
Types by tourist procession
Tourist buying behavior in day return
Tourist buying behavior in short distance
Tourist buying behavior in long distance
Hig h deg ree
Mi ddl e deg ree
Lo w deg ree
Hig h deg ree
Mi ddl e deg ree
Lo w deg ree
Hig h deg ree
Mi ddl e deg ree
Lo w deg ree
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes Significance of constructing tourist Behavior modes Constructing tourist behavior modes Tourist behavior modes Purchasing types of tourist behaviors
Tourism purposes and China’s inbound Tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Sightseeing tourist behavior modes Tourism purposes and China’s inbound Tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Sight seeing
Mostly package tour
Mostly in 7-10 days Over 3 cities
Tourist destinat ion Tourist mode Tourist period via cities
观光旅游者 行为模式
Behavior Modes of Chinese Inbound Sight-seeing Travelers
Tourist expendi ture Tourist lodging/ eating
For transportation, lodging, tickets, shopping
Tourist evaluati on
Mostly fair good evaluation
Tourist commu nication
Rarely communication with local people
Super-star hotels, local restaurants
Sightseeing tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Behavior modes of Leisure/holiday tourists
Behavior modes of Sightseeing tourists Tourism purposes and China’s inbound Tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Behavior Modes of Chinese Inbound Leisure-Holiday Travelers
Add expenditure in recreation leisure
Tourist destinati on
Tourist expendit ure
Usually not package tour
Tourist mode
Tourist lodging/ eating
Stay in leisure holidays
Over 10days
Tourist period
Tourist evaluati on
Sensitive to price and service
Under 3 cities
via cities
休闲度假旅游者 行为模式
Leisure holidays
Tourist commu nication
No communication with local people
Behavior Modes of Leisure/holiday Tourists “Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Behavior modes of Business tourists
Behavior modes of Leisure / holiday tourists
Behavior modes of Sightseeing tourists
Tourism Purposes and China’s Inbound Tourist Behavior Modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Business tour
Join in tour or large activities of meetings, trade fair, etc. Short and usually
Not fixing cities
Tourist destinati on Tourist mode Tourist period via cities
商务旅游者 行为模式
Behavior Modes of China’s Inbound Business Tourists
Spend on highbrand and luxury life
Tourist expendit ure Tourist lodging/ eating
Stay in luxury hotel and taste delicious food
Tourist evaluati on
No care for tourist destination evaluation
Tourist commun ication
Communicate with businessmen
Behavior modes of Business tourists
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Behavior modes of Tourists with studying purposes
Behavior modes of Business tourists Behavior modes of Leisure/holiday tourists Behavior modes of Sightseeing tourists Tourism purposes and China’s inbound Tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Studying tour
Individual or several companion
Tourist destinat ion Tourist mode
Relatively long
Tourist period
Via a few cities
via cities
修学旅游者 行为模式
Behavior modes of China’ inbound tourists with studying purposes Tourist expendi ture Tourist lodging/ eating Tourist evaluati on
Basic expenditure
Like to taste local foods Good evaluation in all sides
More Tourist communication commu nication Behavior modes of Tourists with studying purposes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Behavior modes of Tourists with other purposes Behavior modes of Tourists with studying purposes Behavior modes of Business tourists Behavior modes of Leisure/holiday tourists Behavior modes of Sightseeing tourists Tourism purposes and China’s inbound Tourist behavior modes “Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes Significance of constructing tourist Behavior modes Constructing tourist behavior modes Tourist behavior modes Purchasing types of tourist behaviors Tourism purposes and China’s inbound Tourist behavior modes Tourist source countries/regions and China’s inbound tourist behavior modes “Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Behavior modes of tourists From short distances
Tourist source countries/regions and China’s inbound tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Behavior Modes of China’s Tourists from Short Distances
High or low tourist expenditure
Tourist destinatio n
Tourist expenditu re
Senior visitors mostly by package, young individual
Tourist mode
Tourist Culture
Small difference, some large
Tourist evaluation
High evaluation on human attractions
6-10 days
Tourist period
HK, Macau, Japan, Korea, Australia, New Zealand, Thailand, Singapore
Main origin countries
近程市场旅游者 行为模式
Experience Chinese ancient culture and local custom
Tourist communic ation
More, especially with oversea Chinese and relatives
Behavior modes of tourists From short distances
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Behavior modes of tourists From long distances
Behavior modes of tourists From short distances
Tourist source countries/regions and China’s inbound tourist behavior modes
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Behavior modes of China’s tourists from short distances Buy luxury products, in luxury hotel, souvenir
Tourist destinatio n
Tourist expenditu re
Package mostly luxury Individual mostly business or studying
Tourist mode
Tourism Culture
great differences with own nationality
10 days or so
Tourist period
Tourist evaluation
high evaluation on special attractions
America, Canada, Germany, GB, France, Italy
Main origin countries
远程市场旅游者 行为模式
Visit historical/cultural attractions, taste local food and custom
Tourist communic ation
visit ordinary people and seek urban life
Behavior modes of tourists From short distances
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
实例 Examples
葡萄牙特色旅游项目吸引游客
更多实例……
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
相关链接 Relevant Links
浙江富豪新贵尝试顶级旅游
更多链接……
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes
Section 2 Researches on decision-making Process of tourist behaviors
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 2 Researches on decision-making Process of tourist behaviors Complicated tourist decision-making behavior Decision-making types of tourist behaviors
Balance tourist decision-making behavior Chronic tourist decision-making behavior Variational tourist decision-making behavior
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 2 Researches on decision-making Process of tourist behaviors
Decision-making types of tourist behaviors Studies on decision-making Process of tourist behaviors
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Modes of Decision-making Process of Tourist Behaviors
confirm tourist need
Collect tourist informa tion
evaluat e tourist scheme
make tourist decision
post tourist behavio r
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Generic Consumer Buyer Behavior Process Stage I: Need for recognition or awareness
Stage II: Search for information/ comprehension
Stage III: Attitude formation
Stage IVI: Evaluation of alternatives
Person seeks some form of holidays for relaxation
Discusses with friends and picks up brochures from travel agencies
Continued discussion with friends, reinforcement of good ideas presented in brochures
Checks: brochures of dates, availability and preferred destinations
Stage V: Makes purchase
The holiday
Stage VI: Postpurchases
Returns to travel agency to book holiday. Payment and confirmation
Consumption of holiday package
Range of feelings from thorough enjoyment to post-cognitive dissonance, i.e. concern that the right choice was made
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Tourism Information Processing by Tourists product environment tourist information uncontrolled factor •features of though •personality •life style •capability •social information •attitude •value view
send
receive
perce ption select ion
notice
controlled factor •features of commercial information •content •structure •techniques •senders •media
understand storage
accept or reject
memory adopt other factors •Individual behavior rule •Social behavior rule •Other factors
perce ption reacti on
attitude
decide
buy
infor matio n comp lex
light/deep concerning
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
实例 Examples
二成游客将选择冷线
更多实例……
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
相关链接 Relevant Links
印尼巴厘岛仍受美国人喜爱
更多链接……
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes
Section 2 Researches on decision-making Process of tourist behaviors
Section 3 Evaluations on post-tourism behaviors
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Steps Between Tourist Evaluation Plans & Decision-making
Attitude s of others Evaluati on scheme
Tour intentio n
Tourist decision
Informa tion unexpec ted
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 3 Evaluations on Post-tourism Behaviors
evaluations on post-tourism behaviors
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Measures Taken by Tourists when Unsatisfied with Tourism Services Compensation from travel company
evaluations on post-tourism behaviors
public action
against for travel company, private or government
action Unsatis facti on
compensation from law action
decide to stop buying this product/brand
no action
private action
remind friends of tourist product/company
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 3 Evaluations on Post-tourism Behaviors
Evaluations on Post-tourism Behaviors
Standards of Tourist Satisfaction Measurement
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Meanings of Tourist Satisfaction Measurement
By travel industry by travelers By travel company
Standards of Tourist Satisfaction Measurement
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Meanings of Tourist Satisfaction Measurement
Impacted Factors of Tourist Satisfaction Measurement
Standards of Tourist Satisfaction Measurement
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Mechanism of Tourist Satisfaction Measurement repeated buying
Unsatisfac tion satisfaction
primary stage
UnService quality evaluation satisfac of tourist experience interesting
All service
perception of service quality
traveler
tion
Service quality evaluation of tourist expectation expenditure process
accept promise
AffectedUnfactors
buying process
Evaluation of perception value of travelers of tourist evaluation
satisfac tion “Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Meanings of Tourist satisfaction measurement
Impacted factors of Tourist satisfaction measurement
Life cycle of Tourist satisfaction measurement
Standards of Tourist satisfaction measurement
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Life Cycle of Tourist Relations
Standard service
Special service
Tourist expenditure experience
Individual psychological preferences
Channel publication
Service value of tourist expectation
Service value of tourist experience
Perception value of travelers
tourist satisfaction
Life cycle of Tourist satisfaction measurement
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
The Tourist Decision-making Process Tourist profile: Socioeconomic and behavioral characteristics Trip features Trip distance Trip pressure Trip cost/value
Travel desire Information search Image of destination (+ or -)
Travel awareness
Trip features
Destination resources and characteristics
Information search continued
Primary resources
Party size
Assessment of travel alternatives
Political and economic and social structure
Domestic pressures
Travel decisions
Geography and environment
Confidence in travel intermediaries
Travel arrangements
Infrastructure
Trip duration
Perceived risk and uncertainty of travel
Travel experience and evaluation
Internal accessibility
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
实例 Examples
从迪斯尼的客户关怀谈景点 服务
更多实例……
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
相关链接 Relevant Links
外国游客对日本公众 印象各不同
更多链接……
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes
Section 2 Researches on decision-making Process of Tourist Behaviors
Section 3 Evaluations on Post-tourism Behaviors
Section 4 Purchasing Behaviors of Tourism Organizations
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
The Tourist Decision-making Process Consumer buyer behavior
Organizational buyer behavior
One or two people involved in buying process
Several people involved
Relatively simple process but
Depending on nature of purchase, can be complicated
Informal
Formalized
No set formula to buying behaviour
Systematic sequence
Learned behaviour
Professional skill and training
Independent relationship between buyer and seller
Interdependent relationship between buyer and seller
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Consumer and Organizational Buyer Behavior: Key Differences Consumer buyer behavior
Organizational buyer behavior
One or two people involved in buying process
Several people involved
Relatively simple process but
Depending on nature of purchase, can be complicated
Informal
Formalized
No set formula to buying behavior
Systematic sequence
Learned behavior
Professional skill and training
Independent relationship between buyer and seller
Interdependent relationship between buyer and seller
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Exterior Factors
Interior Factors
Tourist buying process of organization
Affected factors of organization of tourist buyer behavior Classification and features of tourist buyer organization
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
User Influencer Decision maker Ratifier Buyer Checker Tourist buying process of organization
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Buyer behavior analysis of tourist middlemen Interior Exterior Factors Factors Tourist buying process of organization
Affected factors of organization of tourist buyer behavior Classification and features of tourist buyer organization
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Purchasing Behaviors Modes of Tourism Agents
marketing environment Marke ting stimul produc ation t price place promo tion Chann el
other stimul ation econo my techno logy politic s cultur e compe tition
Buying organization
Buyer reaction
buying center
product selection service selection supplier selection fixing buying selection delivering condition delivering time service condition payment modes
affected factors affected factors of buyers affected factors of organization
Analysis of Purchasing Behaviors of Tourism Agents “Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1 Tourist Behavior Modes
Section 2 Researches on decision-making Process of tourist behaviors
Section 3 Evaluations on post-tourism behaviors
Section 4 Purchasing behaviors of tourism organizations
Section 4 Purchasing behaviors of tourism organizations
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Annual conference
Conferences of various associations
Company conference
Smerf
Segmentation of party market
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Decision-making Variable Matrix of Party Market Decision Variables
convention
annual meeting
forum
exhibition
chances of repeated sailing
Few or long interval
interval time
yes
definitely yes
political degree
very high
some
limited
almost no
Chance of package sailing
definitely have
sometimes
middle
many
Promotion of special advertisement
Definitely yes
Usually no
no
no
Whether promotion in tour
Probably need
Probably no need
Probably no need
both
Decision maker
Many such as committee, chairman, senior officials
Meeting organizer, designer
Organizer of meeting
boss, secretary
Decision affactor
many
limited
boss secretary
regional manager, meeting designer
Decision time
several years
one year or shorter
individual
Very individual
International, domestic
international
Probably international
Probably no international
Usually not international
Sensitivity to price by customer
very
some
several months
Short, one day
chance of high sailing
few
middle
high
very high
Sensitivity to service
low
middle
some
no sensitive
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
实例 Examples
一体化欧美旅行社发展趋势
更多实例……
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
相关链接 Relevant Links
加拿大旅华市场发展 势头良好
更多链接……
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Objectives Summaries
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Tourist Behavior Modes
Summaries
Researches on decision-making Process of tourist behaviors
Evaluations on post-tourism behaviors
Purchasing behaviors of tourism organizations
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Objectives Summaries Key Concepts
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Tourist Behavior Modes
Key concepts
Decision-making Process of Tourist Behaviors
Tourism Purchasing Behaviors
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Objectives
Summaries Key Concepts Exercises
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Discussions 1. The buying center consists of six roles. Why is it important for marketers to understand these roles? 2. How would a catering sales manager handle a mother and daughter making arrangements for the daughter’s wedding differently from a meeting planner from a major corporation wishing to get a quote on a regional sales meeting which she has already done in five other cities? 3. How can a hotel sales representative identify who is responsible for Purchasing meeting space, banquets, and rooms for corporate travelers in the corporate headquarters of an insurance company? 4. Discuss the major environmental influences that affect the purchase meeting space by IBM for its sales meetings.
“Tourism Marketing Management”, Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation” Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
