The document discusses urban tourism needs and observations. It notes an increasing number of urban tourists who struggle to choose destinations and plans. Tourists seek both escape from routine and recreational opportunities. Their motivations can include relaxation, prestige, social interaction, and novelty. The document then presents a framework for understanding urban tourist behavior and experiences. It identifies key factors that influence tourist choices, including socio-psychological motives, destination attributes, and experiences related to entertainment, education, aesthetics, and escape. The framework also examines tourist typologies and how destinations can customize offerings around themes to meet different customer needs and motivations.

1. Urban Tourism

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. 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. 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. Framework
Socio-psychological motives Destination Influence
Push Pull
Customer Side
• Typology
• Motivation
Experience Side
• The 4Es
Medium offering:
• Flavor (Theme)
• Customization
• Design

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. Framework- Customer side (IC needs):

8. Framework- Experience side:
Entertainment
Exp.
Education
Exp.
Esthetic
Exp.
Escapist
Exp.
Absorption
Immersion
Passive
Participation
Active
Participation

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. Framework- Medium offering
• Theme the experience with 5 dimension of experience, considering
customer typologies, e.g.:
اضافه شود. •

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