Chapter 12 Selecting a Travel Destination

The Tourism System 6th edition Kendall Hunt Publishing Company

Chapter 12 Selecting a Travel Destination

Robert C Mill and Alastair M Morrison © 2013 1

© 2013

Chapter 12

Selecting a Travel Destination

Photos courtesy of Tourism Malaysia

© 2013

Contents Discusses travel information search behavior. Reviews the importance of social versus commercial

information. Examines the psychological process of perception. Describes the formation of destination images.





© 2013

Purpose Based upon an understanding of the traveler's search for vacation information, students will be able to suggest specific strategies to influence where, how, with whom, when, and for how long people vacation.


© 2013

The Search for Information

Travel decision making is very complex Involves decisions about several destinations, trip

length, activities, accommodations, etc. People move back and forth between searching for

information and making trip sub-decisions (Pan and Fesenmaier, 2007)

Case-based planning (Jun et. al, 2007) using personal memory as the initial knowledge base.





© 2013

Three Dimensions of Information Search (Fodness and Murray, 1998)

Spatial: Internal and external information Temporal: Ongoing or pre-purchase searches Operational: Focus on information from commercial

environment and social environment.


© 2013

Risk Perception and Information Search

People seek information to reduce risk; so trustworthy sources are used.

Longer times are spent on external searches in tourism. The greater the amount of risk; the greater is the

search. Poor vacation choices cause major disappointments. Vacations are intangible products and they tend to be

expensive.





© 2013

Factors Affecting Information Sources Consulted (Fodness and Murray, 1999)

Nature of decision making Composition of traveling party Purpose of trip Stage in family life cycle Socioeconomic status Length of stay


© 2013

Social vs. Commercial Information

Social environment: performs an evaluating function; is instrumental in selecting a travel destination.

Commercial environment: performs and informing function; lets people know what is available.

People use sources they think are credible. Social networking sites and traveler review sites like

TripAdvisoor.com are of increasing importance.





© 2013

Use of Internet

2007 was first year when more travel was bought online than offline in the U.S.

60% of U.S. was bought online in 2009. The 2012 Traveler (Google/Ipsos MediaCT U.S., August

2012) found: 83% of leisure travelers plan online 76% of business travelers plan online


© 2013

Characteristics of Internet Users

Younger Women Older Baby Boomers Have higher educational levels Travelers who stay overnight in commercial lodging Air travelers Online for four years or more Made decision to visit before requesting official

information Advance planners





© 2013

Learning Objective 1: Importance of Perception Explain the importance of perception on travel decisions and the interpretation of travel information.


© 2013

The Process of Perception Information received is distorted by people’s

perceptions. People perceive the same information differently. Information received from the social environment is

less distorted by people’s perceptual biases. When information is actively sought, there is also likely

to be less distortion. If people are unsure, they are likely to rely more on

information from the social environment.





© 2013

Perceptual Bias We do not make decisions on information, but on how

we perceive the information. Strong preferences strongly affect how new

information is perceived.


© 2013

Information Sources and Perceptual Biases





© 2013

Image-Shaping Forces Stabilize our perceptions Perceive in a certain habitual way Tendency to be confident or cautious Limited span of attention Individual's mental set (including expectations) People perceive what they expect to perceive Degree of familiarity with incoming stimuli Effect of social and cultural factors


© 2013

Perception of Distance

Whether to go or stay? Where to go? Which route to take? Distance as a barrier to travel Socioeconomic factors' influence on distances traveled





© 2013

Learning Objective 2: Role of Opinion Leaders Describe how opinion leaders form a link between the social and commercial environments.


© 2013

Characteristics and Roles of Travel Opinion Leaders (TOLs) Information tends to flow from mass media (and also

now the social media) to TOLs and then to members of the general public.

TOLs tend to read more, are more knowledgeable about travel products, and participate in more consumer-related activities.

TOLs are better able to determine the credibility of travel information sources.

Consult Malcolm Gladwell’s (2008) book, The Tipping Point.





© 2013

Learning Objective 3: Self-image and Travel Choices Describe how a person’s self-image influences his or her choices of travel destinations and services.


© 2013

How We Perceive Products and services as bundles of benefits or attributes Must satisfy felt needs Felt needs must be important to the person Buy services that fit our own images Real self Ideal self Self-image Reference-group self





© 2013

Learning Objective 4: Sensitivity to Information Explain how to use the factors that influence people’s sensitivity to information to increase the chances of a message being noticed.


© 2013

Sensitivity to Information

If we are inclined to receiving certain information, we are more sensitive to it.

Information that is too simple or complicated is likely to be ignored.





© 2013

Getting the Message Noticed Factors that affect the target audience’s sensitivity: Technical factors Size Color Intensity Moving objects Position Contrast Isolation


© 2013

Learning Objective 5: Images of Destinations Explain the process through which a person forms an image of a travel destination or service.





© 2013

Model of Information Sources and Perceptual Biases: Information Search

Commercial and social information sources Sensitivity to information Perceptual biases Travel alternatives Motives Decision criteria Inclination


© 2013

Model of Information Sources and Perceptual Biases: Direct and Indirect Feedback Effects

Reality and perception Perception is reality Organic image Induced image





© 2013

Components of a Destination's Image: Gunn – an image evolves on two levels

Organic image: Formed on the basis of external information about

the location Generally forms first The stronger of the two images

Induced image: The result of tourist-directed information


© 2013

A Model of Tourist’s Image Formation (Fakeye and Crompton, 1991)





© 2013

Components of Destination Image

Attribute-based (specific features) Holistic (overall sense of place) The above two each contain these characteristics: Functional: more tangible Psychological: more abstract


© 2013 Photos courtesy of Tourism Malaysia

Functional Characteristics

Psychological Characteristics

Common

Unique

Holistic Attributes

Source: Echtner & Ritchie




© 2013

Benefit Segmentation People perceive products and services in terms of

bundles of benefits or attributes. Likelihood of buying is based on perceived ability to

satisfy people’s felt needs. Benefit-based segmentation is a viable means of

determining vacation market segments. Benefits sought are better determinants of behavior

than other approaches.


© 2013

Marketing Implications Destinations must take control of the images that they

want to portray (destination positioning). Importance-performance analysis can be used (see

model of perception-marketing implications). Study of Ireland’s image among French tourists

provides a good example.





© 2013

Perception – Marketing Implications


© 2013

Functional (Physical, Measurable)

Beautiful scenery (B.S.)

Pretty towns (PT) Activities/sports available (A/S) Culture/history (C/H) Litter-free environment Nightlife/entertainment (N/E) Services available (S) Access (cost/means) Price/quality ratio Pleasant climate (C) Economic development/urbanization (E/D) Meet family/friends (FF) Welcome/friendly people Calm/tranquility (C/T) Relaxed pace of life (RPL) Discover something new (D)

Psychological (Abstract)





THE TOURISM SYSTEM

© 2013

Chapter 12

Chapter Summary Highlights

Once people are motivated to go on vacation they begin an information search to compare various alternatives.

They seek and receive information from friends and relatives, travel opinion leaders as well as from the commercial environment.

Incoming information goes through a two-step process before it has an impact. The first step controls the quantity of information that is received; the second controls the quality of information taken in.

It is possible to structure messages such that they have a greater chance of being noticed and communicate the intended message.

Benefit segmentation is a viable way of dividing a market. By comparing what is important to the tourist with the perception the

tourist has of a particular destination, a perceptual map can be developed to assist in marketing.


Chapter 12 Selecting a Travel Destination

Travel

Transcript of Chapter 12 Selecting a Travel Destination