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Urban tourism

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Urban tourism

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Urban tourism

  1. 1. Urban Tourism
  2. 2. Needs and observations • Raising rate of urban tourists • People having a hard time choosing where, how and when to go • Tourists are subject to a double motive: Escape from routine and seek recreational opportunities (tension-reducing/arousal-seeking) • Customers motivations are often contradictory: Novelty (adventure) vs. familiarity (security)
  3. 3. Needs and observations- Motivations • Escape from a perceived mundane environment • Exploration and evaluation of self Relaxation • Prestige • Regression • Enhancement of kinship relationships • Facilitation of social interaction • Novelty • Education
  4. 4. The complexity of tourist behavior Includes high level of info. search Tourist choice Emotional significance Is influenced by other people Is long-term decision Depends on provider Has high level of insecurity due to intangibility Is highly involved (high commitment)
  5. 5. Framework Socio-psychological motives Destination Influence Push Pull Customer Side • Typology • Motivation Experience Side • The 4Es Medium offering: • Flavor (Theme) • Customization • Design
  6. 6. Framework- Customer side (socio-psychological motives): Tourist typologies Tourist categories Type description • Plan their own trip • Live with locals • Immerse in culture The drifter Allocentrics Adventure seekers • Plan for themselves • Mix (not fully) to locals The explorer Psychocentrics Individualmass tourist • Seek packages but with some control Conservatives Organizedmass tourist • Seek fully planned packages
  7. 7. Framework- Customer side (IC needs):
  8. 8. Framework- Experience side: Entertainment Exp. Education Exp. Esthetic Exp. Escapist Exp. Absorption Immersion Passive Participation Active Participation
  9. 9. Framework- Experience dimensions • Sensory: Aesthetics and sensory qualities • Affective: Moods and emotions • Intellectual: Analytical and imaginative thinking Analytical and imaginative thinking • Behavioral: Motor actions and behaviors • Social: Relationships with others,self, groups and cultures
  10. 10. Framework- Medium offering • Theme the experience with 5 dimension of experience, considering customer typologies, e.g.: اضافه شود. •
  11. 11. Framework- Medium offering: Design • Since power has shifted to unique, mobile, demanding and empowered Consumers, good design involves the 5Cs. Cross-Channel Control Content Community Customization

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