Consumer Behavior of sustainable tourism accredited businesses in Guatemala

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Consumer Behavior of sustainable tourism accredited businesses in Guatemala and Costa Rica

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Consumer Behavior of sustainable tourism accredited businesses in Guatemala

  1. 1. Consumer Behavior of sustainable tourism accredited businessesin Guatemala and Costa Rica By Pablo Alarcón IDIES - URL
  2. 2. Tourismis one of the maineconomic activities inCentral America.
  3. 3. Tourismis the main activitygenerating foreigncurrency incomes inCosta Rica.
  4. 4. Tourismis the second activitygenerating foreigncurrency incomes inGuatemala.
  5. 5. SustainableTourismis the main segmentof interest forRainforest Alliance.
  6. 6. 2 countries(Guatemala and Costa Rica).478 interviews in 22 enterprisesaccredited by Rainforest Alliance.175 inverviews in Costa Rica, and303 interviews in Guatemala.The sample was collected inApril and May, 2011.
  7. 7. Universe: 3.7 millionof tourists for both countries.95% of confidence level. *4.4% margin of error. **These margins apply for the whole sample (both countries). They don’t apply for thesamples of the individual countries.
  8. 8. 8 of10 consumers have superioreducation and travel bypleasure - leasure.63% travels in groups of 2 - 4people.86% has 25 years oldor more.
  9. 9. 4 of10 consumers arein-country travelers.78% were not in other countriesnor before nor after their visit.57% of the consumers aremarried.There were no prevalence ofone gender over another.
  10. 10. Natural atractiveness 76% Security 63%Cultural atractiveness 50% Good price 38% Good location 31% Near or accesible 27%Accurate information 18% Other 5% Basis: 478 records. Source IDIES, 2011
  11. 11. Enjoyment, tranquility andamusementare the mainbenefitsobtainedby the visit. Enjoyment 69% Tranquility 68% Amusement 51% Comfort 45% Security/Safety 40% Confidence 24% Other 3% Basis: 478 records. Source: IDIES, 2011
  12. 12. 48% A beatiful world 34% Pleasure 29% Happiness 29% A peaceful world 23% A comfortable and prosperous life 22% An exciting life 22% Freedom 15% Inner harmony 13% Wisdom 13% Family security 11% A sense of accomplishment 9% Mature love 9% True friendship 8% National security 8% Self-respect (dignity) 7% Equality 5% Social recognitionBasis: 478 records. Source: IDIES, 2011 4% Salvation (eternal life)
  13. 13. The atractives take the best part!Not so much about the infrastructure...
  14. 14. The positive aspects inGuatemala,were lodging,the attractionsand food service.
  15. 15. The positive aspects in Costa Rica, were the attractions, security and customer service.
  16. 16. The negative aspects in Guatemala, were insecurityand infrastructure.
  17. 17. Pollution 47%Biodiversity and animal protection 38% Climate change 37% Social and community issues 29% Fair trade and labour standards 22% Other environmental issues 18% Organic food and agriculture 15% Basis: 478 records. Source IDIES, 2011
  18. 18. Pollution 47%Biodiversity and animal protection 38% Climate change 37% Social and community issues 29% Fair trade and labour standards 22% Other environmental issues 18% Organic food and agriculture 15% Basis: 478 records. Source IDIES, 2011
  19. 19. 51% of the consumers says thatsustainability influenced positively in the purchase decision for holidays. Source: IDIES, 2011
  20. 20. Source: IDIES, 2011
  21. 21. Source: IDIES, 2011
  22. 22. Source: IDIES, 2011
  23. 23. Internet 64% Travel guides 29% Tour operator 27% Personal advise 22% TV 13%Magazines/printing 8% press Basis: 248 records. Source: IDIES, 2011
  24. 24. …want natural, cultural y safedestinations.…benefit from destinations withenjoyment, tranquility andamusement.…value the beautifulness ofsurroundings, pleasure,happiness and peace.
  25. 25. The attractions of both thecountries had positive ratings.In Guatemala,lodging and food service hadpositive ratings.In Costa Rica,security and client service hadpositive ratings.
  26. 26. …in Guatemala,the insecurity had anegative rating.…in Costa Rica,the high prices hadnegative ratings.…infrastructure had a negativerating in both countries.
  27. 27. …are acquainted with thesustainability and are interested intaking action about it.…trust in accredited businesses,but don’t check if thesustainability commitmentis real.…don’t buy sustainable vacations,mainly because theydon’t know them.
  28. 28. …decide their vacations mainlyusing Internet.…decide their vacations insecond place, using travel guidesand tour operators.
  29. 29. Thank you
  30. 30. Alarcón, P. (2011). Comportamiento del consumidor de turismo sostenible en Guatemala y Costa Rica. IDIES/URL – Rainforest Alliance. Guatemala.
  31. 31. 1. Slides 1,17, 39(horses): zjinhui, http://www.flickr.com/photos/snortle/2178655034/2. Slides 2-5 (hummingbird): borman818, http://www.flickr.com/photos/7270284@N02/4299962530/3. Slides 6 (shadows):Elliot Moore, http://www.flickr.com/photos/24318458@N00/454631492/4. Slides 7 (ant): donkeycart, http://www.flickr.com/photos/23573246@N03/2944919071/5. Slides 8-9 (swimmer): cromacom, http://www.flickr.com/photos/97647206@N00/487513176/6. Slides 10-11 (rug): Rudy A. Girón, http://www.flickr.com/photos/67798782@N00/2348433889/7. Slides 12,14,16 (volcanoes): guillermogg, http://www.flickr.com/photos/51065161@N00/3171240206/8. Slides 13, 39 (minivan): drewdomkus, http://www.flickr.com/photos/99295536@N00/5330773851/9. Slides 15,39 (coffee): augschburger, http://www.flickr.com/photos/12395094@N00/176399181/10. Slides 18 (ladybug): Gustavo (lu7frb), http://www.flickr.com/photos/67662120@N00/2424839651/11. Slides 19,40 (tapado): donkeycart, http://www.flickr.com/photos/23573246@N03/2911036764/12. Slides 20,40 (frog): tam74, http://www.flickr.com/photos/11644123@N00/279356776/13. Slides 21, 41(boy): donkeycart, http://www.flickr.com/photos/donkeycart/2911036768/in/set-7215760755229359614. Slides 22,41 (banknote) Lydiat, http://www.flickr.com/photos/49503039685@N01/3335870741/15. Slides 23-24, 42 (Tikal): donkeycart, http://www.flickr.com/photos/donkeycart/2944921307/in/photostream16. Slides 25-27 (jumper): janthepea, http://www.flickr.com/photos/49719616@N00/5327459591/17. Slides 28-31(glass): nickjtaylor, http://www.flickr.com/photos/76687552@N00/374810349/18. Slides 32 (snorkeling): Recovering Vagabond, http://www.flickr.com/photos/73403242@N00/2384922950/19. Slides 33-35,42 (volcanoe): rhurtubia, http://www.flickr.com/photos/57737902@N00/1185478913/20. Slides 36 (laptop): Pink Sherbet Photography, http://www.flickr.com/photos/40645538@N00/1482848501/21. Slides 37,38 (toy cars): firesika, http://www.flickr.com/photos/firesika/4732374837/in/photostream/
  32. 32. Comportamiento del consumidor de turismo sostenible en Guatemala y Costa Rica por Pablo Alarcón / URL-IDIES se encuentra bajo una Licencia Creative Commons Atribución-NoComercial-CompartirIgual 3.0 Unported. Basada en una obra en www.url.edu.gt.

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