The students who have asked difficult questions, which have helped us clarify our own thinking, and the students from many countries who have provided us with interesting insights into the national and cultural differences in tourist behavior.

1. Tourist Behaviour
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UNIT 2 : PURCHASE DECISION PROCESS
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2. This unit covers :
1. Motivators
2. Determinants
3. Models of purchase decision making
process
4. Mathieson and Wall Model
5. Stimulus-Response model (Middleton);
etc.
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3. Tourism Product
• The product is complex and multilayered.
• The tourist buys an overall experience rather
than a clearly defined product.
• The tourist is part of the production process in
tourism.
• The tourist experience is heavily influenced by
external factors.
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4. The purchase-decision process
• Factors which influence the tourist to
purchase a particular tourism product.
• factors are divided into:
• Motivators
• those factors which motivate the tourist to
wish to purchase a particular product.
• Deteminants
• those factors which determine to what
extent tourists are able to purchase the
product they desire.© Aditya Ranjan

5. Motivators
• Motivating factors in tourism can be split
into two groups:
• those which motivate a person to take a
holiday;
• those which motivate a person to take a
particular holiday to a specific destination at
a particular time.
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6. A typology of motivators in tourism
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7. The Leisure Motivation Scale
• In 1983, Beard and Raghob developed a model
called the Leisure Motivation Scale.
• The four types of motivators were determined
they are:
1. The intellectual component
2. The social component
3. The competence-mastery component
4. The stimulus-avoidance component
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8. Motivators and the individual tourist
• Personality
• Lifestyle
• Past experience
• Past life
• Perceptions
• Wish
• Circumstances
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9. Major motivators and different
types of visitor attractions
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10. Types of Motivators
• Multiple motivations
• Shared motivators
• Expressed and real motivators
• Motivators and different market
segments
• Motivators and gender
• National and cultural differences
• Motivators and the timing of purchase
decisions
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11. Conclusions
• motivation is highly complex
• Depends on a range of factors, including:
– The personality and lifestyle of the potential
tourists
– Their past experiences
– Who they are planning to take a vacation with
– Their demographic characteristics
– How far in advance they book their trip.
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12. Determinants
• Those factors which determine to what extent
tourists are able to purchase the product they
desire.
• There are two types of determinants:
• Those factors which determine whether or not
someone will be able to take a holiday or not.
• Those factors which determine the type of trip,
if the first set of determinants allow a holiday to
be taken.
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13. Determinants
• Determinants can be
• the destination for the trip
• when the trip will be taken
• the mode of travel to be used
• the duration of the trip
• who will comprise the holiday party or group
• the type of accommodation that will be used
• the activities undertaken by the tourist during
the holiday
• how much will be spent on the trip.
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14. Determinants
• Determinants can be
• Personal to the tourist
• External to the tourist
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15. Personal determinants of tourist behaviour
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16. External determinants of tourist behaviour
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17. External determinants of tourist behaviour
• Political factors:
– government legislation and policy
– immigration restrictions and visa requirements
– civil disorder and terrorism
– the nature of the political system
– taxation policy, e.g. airport taxes
– tourist taxes.
• The media:
– travel media, e.g. holiday features on television, in newspapers,
and guidebooks
– non-travel media, e.g. news programmes and wildlife programmes
on television
• Tourism organization marketing:
– foreign destinations’ advertising campaigns
– tour operator’s brochures
– travel agent’s special promotions.
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18. Factor effecting the determinants
The role of the tourism industry
• develops products specifically to match the determinants of some
tourist behaviour; for example, it can offer packages designed for
tourists who have particular health problems such as mobility
difficulties
• Provides information to prospective tourists on everything from
health problems to visa requirements, destination climate data to
the destination’s cultural attractions
• Designs its promotional messages to fit the key determinants of
the behaviour of different groups of tourists. This might include
emphasis on discount deals for those with limited incomes or
those who like to search for bargains, reassurance about the safety
of a destination or selling the resort as one which has good
facilities for children
• Influences determinants such as offering people with limited
budgets the opportunity to purchase tourism products on credit
with repayments over a period of time.
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19. Conclusions
• The determinants of tourist behaviour are
complex and diverse.
• They include personal determinants which are
different for each tourist.
• There are also external determinants, which will
be interpreted in different ways by individual
tourists.
• The issue of determinants is linked to other
matters, such as the actions of the tourism
industry, the idea of rational decision-making,
last-minute purchases and the composition of
holiday parties.
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20. Models of purchase decision making
process
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21. characteristics of services:
• Intangibility
• Inseparability
• Heterogeneity
• Lack of ownership
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22. Convenience versus shopping goods
• convenience good
• A convenience good is a manufactured item
which typically has a low price and is bought
frequently.
• Shopping good
• A shopping good typically has a high price
and is bought less frequently.
• generally satisfy higher-order needs in
Maslow’s hierarchy of needs
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23. (Middleton and Clarke, 2001)
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24. © Aditya Ranjan
A stimulus-response model of buyer behaviour
decision-making process

25. The complexity of consumer behaviour
in tourism: the demand side
• High involvement in purchase decision and
high consumer commitment.
• High levels of insecurity linked to
intangibility
• Considerable emotional significance
• Strongly influenced by other people
• Long-term decisions
• High level of information search
• Tourism product : The provider
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26. The tourist decision-making process
• The Purchase decision a tourism product is
Complex process.
• The diverse and interdependent characteristics of
many tourism products - a complex
phenomenon.
• Decision - the consumer and the external
influences that act upon them.
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27. The tourist decision-making process
• Decisions involved in choosing a holiday :
* Which destination (country, region, resort) ?
* Which mode of travel (scheduled air, charter-
air, ferry, rail, coach,
car, bus) ?
* Which type of accommodation (serviced or non-
serviced) ?
* How long will the holiday be (days / weeks ) ?
* At which time of the year will the holiday be
taken
(season, month, specific date ) ?
* Package holiday or independent travel ?
* Which tour operator (if package holiday) ?© Aditya Ranjan

28. The tourist decision-making process
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29. MATHIESON AND WALL MODEL (1982)
• Linear five-stage model of travel buying behaviour
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30. Wahab, Crampton and Rothfield(1976)
• A ‘linear model of the tourism decision-
making process
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31. A critique of purchase decision models
in tourism
• Most of the models we have discussed so far
have some common weaknesses that:
• limit their value in explaining the complex way in
which purchase
• decisions are made in tourism, and
• make it difficult for tourism marketers to make use
of them when developing their marketing
strategies.
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32. A critique of purchase decision models
in tourism
1. Most of the models developed to date have originated
from work carried out by academics in North America,
Australia and Northern Europe. Few, therefore, reflect
the nature of consumer behaviour in the main
emerging markets of South East Asia and Eastern
Europe.
2. In general they are based on little or no empirical
research, and there is little evidence that they
represent the reality of how decisions are actually
made.
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33. A critique of purchase decision models
in tourism
3. A large number of the best known models are now at
least fifteen years old. This is a significant weakness in
an industry where consumer behaviour is believed to be
constantly evolving. Thus most of the major models
predate recent developments in tourist behaviour,
including:
(a) the rapid rise of the Internet as a means of purchasing airline
tickets and hotel beds
(b) the impact of the ‘no-frills’ budget airlines
(c) the rise of the all-inclusive resort holiday
(d) the growth of direct marketing
(e) the increasing popularity of last-minute spontaneous purchases
of tourism products. © Aditya Ranjan

34. Refrences :
• John Swarbrooke and Susan Horner (1999). Elsevier
Ltd. 2nd ediition.
• Tourism Management (2009). Consumer Behaviour.
Hotelmule.com
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35. Thank you Everyone
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