• Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
5,600
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
212
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. UNDERSTANDINGUNDERSTANDING TOURISM DEMANDTOURISM DEMAND Prepared by: Ma’am LPrepared by: Ma’am L
  • 2. TOURISM DEMANDTOURISM DEMAND ““thethe expenditureexpenditure made by on or behalf of themade by on or behalf of the visitorvisitor before, during or after the tripbefore, during or after the trip andand which expenditure is related to the trip andwhich expenditure is related to the trip and which trip is undertakenwhich trip is undertaken outside the usualoutside the usual environmentenvironment of the visitor”of the visitor”
  • 3. IMPORTANT DATA FORIMPORTANT DATA FOR MEASURING TOURISM DEMANDMEASURING TOURISM DEMAND  How many visitors arrived?How many visitors arrived?  By what means of transportation?By what means of transportation?  How long they stayed and in what type ofHow long they stayed and in what type of accommodation?accommodation?  How much money was spent?How much money was spent?
  • 4. DETERMINANTS OF DEMANDDETERMINANTS OF DEMAND FOR TOURISMFOR TOURISM Although an individual may be motivated to travel,Although an individual may be motivated to travel, the ability to do so will depend on a number ofthe ability to do so will depend on a number of factors related to both the individual and thefactors related to both the individual and the supply environment.supply environment.  Lifestyle (income, employment, holidayLifestyle (income, employment, holiday entitlement, educational attainment andentitlement, educational attainment and mobility)mobility)  Life cycle (age and domestic circumstances)Life cycle (age and domestic circumstances)
  • 5. LIFESTYLE AND LIFE CYCLELIFESTYLE AND LIFE CYCLE DETERMINANTSDETERMINANTS  Income and EmploymentIncome and Employment -Gross income and Discretionary income-Gross income and Discretionary income -Switching demands-Switching demands  Paid Holiday EntitlementPaid Holiday Entitlement -Increase in leisure time-Increase in leisure time  Education and MobilityEducation and Mobility -Knowledge and awareness-Knowledge and awareness -Car ownership-Car ownership
  • 6. LIFESTYLE AND LIFE CYCLELIFESTYLE AND LIFE CYCLE DETERMINANTSDETERMINANTS  Race and GenderRace and Gender - whites, blacks, males, females, business people- whites, blacks, males, females, business people  AgeAge
  • 7. DEMAND FORDEMAND FOR INTERNATIONAL TOURISMINTERNATIONAL TOURISM BALANCE OF PAYMENTSBALANCE OF PAYMENTS 1.1. Outbound Tourism – negative effect onOutbound Tourism – negative effect on resident country and positive on countryresident country and positive on country visitedvisited 2.2. Inbound Tourism – positive effect on countryInbound Tourism – positive effect on country visited and negative effect on resident countryvisited and negative effect on resident country
  • 8. DEMAND FOR DOMESTICDEMAND FOR DOMESTIC TOURISMTOURISM UNWTO reported in 1984 “there are relativelyUNWTO reported in 1984 “there are relatively few countries that collect domestic travel andfew countries that collect domestic travel and tourism statistics”tourism statistics” WHY?WHY?
  • 9. CONCEPTS OF DEMANDCONCEPTS OF DEMAND MEASUREMENTMEASUREMENT  Product Level – total product, tourism itemsProduct Level – total product, tourism items  Geographical Level – world, country orGeographical Level – world, country or destinationdestination  Time-level – present, short, medium or longTime-level – present, short, medium or long termterm
  • 10. LEVELS OF MARKETLEVELS OF MARKET DEFINITIONDEFINITION  Total market – sum of actual and potentialTotal market – sum of actual and potential customerscustomers  Potential Market – consumers that professPotential Market – consumers that profess interestinterest  Served Market – part of the available marketServed Market – part of the available market  Penetrated Market – set of consumers whoPenetrated Market – set of consumers who actually purchase tourist productsactually purchase tourist products
  • 11. When destination management is not satisfied withWhen destination management is not satisfied with the present demand;the present demand;  Lowering the price to have growth in theLowering the price to have growth in the available marketavailable market  Extension of the served marketExtension of the served market  Promotion campaign within the potential marketPromotion campaign within the potential market
  • 12. WHAT IS MEASURED INWHAT IS MEASURED IN TOURISM DEMAND?TOURISM DEMAND?  Volume StatisticsVolume Statistics  Value StatisticsValue Statistics  Visitor ProfileVisitor Profile
  • 13. VOLUME STATISTICSVOLUME STATISTICS  Total number of individual tourist arrivals and theTotal number of individual tourist arrivals and the total number of tourist departurestotal number of tourist departures No. of trips =No. of trips = (no. of individuals) (no. of trips per individual)(no. of individuals) (no. of trips per individual) Total tourist nightsTotal tourist nights = (no. of trips) (average length of stay)= (no. of trips) (average length of stay)
  • 14.  Arrival in accommodation establishmentArrival in accommodation establishment  Business tripBusiness trip  Country of residenceCountry of residence  Domestic tourismDomestic tourism  Duration of tripDuration of trip  Inbound tourismInbound tourism  Internal TourismInternal Tourism  International TourismInternational Tourism  Outbound TourismOutbound Tourism  Domestic TourismDomestic Tourism  National TourismNational Tourism
  • 15. TRAVELLERS NOT INCLUDEDTRAVELLERS NOT INCLUDED IN THE TOURISM STATISTICSIN THE TOURISM STATISTICS  Border WorkersBorder Workers  ImmigrantsImmigrants  NomadsNomads  Transit PassengersTransit Passengers  RefugeesRefugees  Members of Armed ForcesMembers of Armed Forces  ConsulatesConsulates  DiplomatsDiplomats
  • 16.  Measurement of economic value of foreignMeasurement of economic value of foreign visitors and outgoing visitors (expenditure)visitors and outgoing visitors (expenditure)  International Tourism ExpenditureInternational Tourism Expenditure  International Tourism ReceiptsInternational Tourism Receipts  Leisure tripLeisure trip VALUE STATISTICSVALUE STATISTICS
  • 17. VISITOR PROFILEVISITOR PROFILE Visitor NameVisitor Name Origin and DestinationOrigin and Destination AgeAge Mode of TransportationMode of Transportation SexSex Purpose of VisitPurpose of Visit Group TypeGroup Type Length of StayLength of Stay NationalityNationality Accommodation usedAccommodation used OccupationOccupation ActivitiesActivities IncomeIncome Tour or independentlyTour or independently organizedorganized
  • 18. TOURISM MARKET TRENDSTOURISM MARKET TRENDS  Clear tendency toward shorter staysClear tendency toward shorter stays  Greater fragmentation of holidaysGreater fragmentation of holidays  Higher demand for customized holidays due toHigher demand for customized holidays due to advanced ITadvanced IT  Increased no. of senior touristsIncreased no. of senior tourists  Sustainable developmentSustainable development  Emerging destinationsEmerging destinations  Segmentation of demandSegmentation of demand
  • 19. Now let’s Measure DemandNow let’s Measure Demand D =D = ff (propensity,resistance)(propensity,resistance) Propensity = person’s predisposition to travelPropensity = person’s predisposition to travel = how willing is the person to travel= how willing is the person to travel = what types of travel experiences he/= what types of travel experiences he/ she prefersshe prefers Resistance = relative attractiveness of various destinationsResistance = relative attractiveness of various destinations
  • 20.  Economic Distance – time and cost involved inEconomic Distance – time and cost involved in travelingtraveling  Cultural Distance – extent of cultural differencesCultural Distance – extent of cultural differences  Cost of ServicesCost of Services  Quality of ServiceQuality of Service  SeasonalitySeasonality FACTORS UNDER RESISTANCEFACTORS UNDER RESISTANCE INCLUDE:INCLUDE: