INDIVIDUAL PROCESSES IN

CONSUMING HOSPITALITY

:MOTIVATIONSHTM 3103 Consumer behavior in

Hospitality & Tourism

KEY THEMES Aspects such as Motivations, perception,

personality, learning, memory, meaning, motivation and trait theory will be discussed

- How these impact on hospitality consumer decision-making How hospitality consumers acquire, organize

and interpret the messages sent by hospitality companies through ads, pricing structures, visual, and other forms of media

Finally, why do hospitality consumers behave in the way that they do? How do they interpret the world of hospitality? How do we learn and retain our understanding of hospitality consumption?

MOTIVATION Why people behave as they do?

Why do some prefer McDonald’s while others prefer Burger King

Why do some people prefer one five-star hotel brand over another?

Key terms in Defining motivations

Motivations

Internal and external factors that stimulate desire and energy in people to be continually interested in and committed to a job, role, or subject, and to exert persistent effort in attaining a goal

Motivators

NeedsDesires

Tensions

Efforts to do things to reduce tensions

Motivation is only one of the elements that contributes to CB We may be highly motivated to eat

McDonald’s hamburger, but consumption will not occur without:1) Ability : factors such as knowledge, physical

ability, and resources ( Does the consumer know about McDonald’s, Are they able to get there, DO they have resources, e.g. time and money, to consume there?)

2) Opportunity : Is there a McDonald’s in the location? When does it open?

3) Motivation : Why do we want to eat McDonald’s? What wish, need or desire will we fulfill by doing so?

MASLOW’S HIERARCHY PYRAMID(EACH LEVEL OF NEED HAS TO BE SATISFIED OR

FULFILLED FIRST BEFORE THE NEXT LEVEL COMES INTO PLAY)

Once physiological and safety needs have been met, they are free to focus on social, psychological and self-actualization needs

Level 1 : Physiological needs Demands that our bodies put on us to survive

E.g. air, water, food , etc., The first needs that must be satisfied first before other

needs are activated Application to Hospitality

Accommodation, food and drink

Level 2 : Safety needs Refers to safety both physiological and psychological ( e.g.

familiarity and predictability) Application to Hospitality

Accommodation, female-friendly services such as separate female-only floors in the hotel

Level 3 : Love and belongings or social Refers to the need to feel a sense of belonging The absence of this can lead to depression and loneliness Application to Hospitality

Members-only clubs, Club 18-30, and other holiday companies for like-minded people

Level 4 : Self esteem The need for individuals to evaluate themselves

positively the feeling of self-worthiness Self esteem can be achieved by capability and

confidence in ourselves and how others view us Application to Hospitality

Luxury or high status goods and services such as 5-star hotel rooms, champagne, butler service

Level 5 : Self-actualization The fulfillment of our individual potential, being

everything we could be Once this need is fulfilled, people are seen to achieved

complete fulfillment At this stage, people are motivated by truth, beauty,

justice, and unity Application to Hospitality Hospitality educational programmes, conferences and

seminars

SEEING 2 GROUPS OF PEOPLE SITTING EATING WITHIN THE RESTAURANTS….

What do u think? Do both groups necessarily motivated by hunger? It can be by hunger It can be by using the restaurants a s a

venue for business meetings Therefore , we cannot always conclude

that ‘similar’ behaviors of people have been led by same motivators

The number and ranges of motivators

Motivating factors in tourism can be split into 2 groups•1) those which motivate a person to take a holiday•2) those which motivate a person to take a particular holiday to a specific destination at a particular time

The case for Office worker working in urban area

The number and range of motivators

1)Those which

motivate a person to take a holiday

The desires may start from:Want to take any holiday, anywhere in order to escape the monotony of their daily working life

However, other motivators that would have influenced the type of holiday they would like to take might be :

: desire a chance for physical exercise : desire to pursue a hobby e.g. surfing or having Italian food : wish to widen their circle of friends : wish to see a particular church or museum : desire for a relaxation

2)Those which motivate a

person to take a particular holiday to a

specific destination

at a particular time

Individual joins Leisure activities for different reasons…The Leisure Motivation Scale ( by Beard and Raghob, 1983) classified Leisure Motivators into 4 types

1) The intellectual component – components

which

assess the extent to which individuals are motivated to

engage to leisure activities

this involve mental activities e.g. learning,

exploring, discovery, thought or imagery

Examples: Educational

trip to UK, Business Seminar, visiting museums &

art galleries, joining the cooking class, visiting

library

2) The social component

- Component which assesses the extent to which Individuals

are motivated to join leisure activities by social activities for

social reasons, due to

2.1 the need for friendship and interpersonal relationship

2.2 the need for the esteem of others

E.g. joining the club, joining the group tour

(to know new friends), joining the wedding/ proms , joining

the birthday party

3)The competence-mastery component- Component which assesses the extent to which Individuals are motivated to join leisure activities by physical activities to achieve, master, challenge, and compete. E.g. Car-racing, walk rally trip, rock-climbing to The Everest, Drinking Competition

4)The stimulus-avoidance component - Component which assesses the desire to escape and get away from over-stimulating life situations- To avoid social contact, to seek solitude and calm conditions, to restE.g. An escape to the private/unseen island alone

Can you think of any trip that was most impressed you?

- where?- when?- why?- with whom?

Tourist

Physical-Relaxation-Suntan-Exercise & health- sex

Emotional-Nostalgia-Romance-Adventure-Escapism-Fantasy-Spiritual fulfillment

Personal-Visiting friends & relatives-Make new friends-Need to satisfy others-Search for economy if on limited incomePersonal development

-Increasing knowledge-Learning a new skill

Status-Exclusivity-Fashionability-obtaining a good dealOstentalious spending opportunities

Cultural-Sightseeing-Experience new cultures

A Typology of Motivators in Tourism

Work in pairs and think of the most suitable destinations that can applied for each type of motivators:PhysicalEmotionalPersonalPersonal development Statuscultural

Main factors which determine individual tourists’ motivations are..

Motivators and the individual touristPersonality

gregarious vs loner adventurous vs cautious confident vs timid

Lifestyle fashionable health concern live alone & want to make new friends enjoy partying

Motivators and the individual tourist Their past experience as a tourist (+,-) Their past life e.g. nostalgia where they

took their honeymoon Their perception of their own strength &

weakness Their wish to be viewed

Motivators change overtime in response to personal circumstances including:

Having a child or meeting new partner An increase or reduction in income Worsening health Changing expectations or experiences as a tourist

Multiple motivations & Shared MotivatorsMultiple Motivations

E.g. The case for office worker working in urban area

(remember?...The desires may starts from : Wants to take any holiday, anywhere to escape the

monotony of their daily working life)

However, other motivators that would have influenced the type of holiday they would like to take might be :

: desire a chance for physical exercise: desire to pursue a hobby e.g. surfing or having Italian food: wish to widen their circle of friends: wish to see a particular church or museum: desire for a relaxation

POINTS: Most people ‘s holidays represent a compromise between their multiple motivators

A holiday is purchased to ensure al of the motivators can be at least partly satisfied

Multiple motivations & Shared MotivatorsShared Motivators – motivations of a person may be different depending on which group he/she is intending to holiday with

E.g. A married woman who have 2 young children a member of a women’s football team a churchgoer

Points : Who we take the holiday with has an influence over the factors which influence our decisions

A compromise among those in a group which is traveling together..• It is rare for every member of holiday party to share the same motivators these differences account for much of the •stressful side of holiday-making• Therefore, many trips represent a compromise among those •in a group which is travelling together, whereby:

The views of a dominant member may prevail ( most influenced) Each member will go their own way for at least part of a time The group will stay together but each member will be allowed to

choose what they will all do on one or two days

Motivators are also vary between market segments…

Motivators and different market segments Segmentation based on demographic

criteria young group -tends to drink heavily,

party, relax, make friends, e.g. activity-based holidays

elderly group –tends to prefer sedate ( relax) activities, almost obsessed by nostalgia , e.g. restful destinations with sightseeing opportunities

parents -tends to preoccupied with the need to keep their children happy, spend time together with partners & escape from their parental responsibilities

Highly educated person Natured based destinations or cultural activities (e.g., music, fashion, language, dance, festivals, religion, arts and crafts)

Lower educational attainment person try new

& unfamiliar & different activities

Lower income person A chance to get away , Activities that built up their self confidence

Higher income person Intellectually stimulating holiday, the chance to increase their knowledge

Motivators are also vary between market segments…

Motivators and gender Ryan (1995) noted that women placed

rather more value on trying to use a holiday to:

avoid daily hustle and bustle relax physically relax emotionally E.g. shopping, joining a day spa

– While Men tend to : join events, exhibitions Sporting activities Exciting & challenging activities , to be

recognized , to increase his self-esteem

E.g. join golf competition, car-racing, joining trade shows,joining Motor show

National and cultural differencesSome great similarity between groups of countries

Northern European & USA - Suntan beach India & S/E Asia - Escape from the intense heat

indoor activities

– Some motivators are UNIVERSAL, although at the end of the day, actual behavior will be influenced by the nationality and the culture of tourist

Universal motivations - Nostalgia- Romance- Sight seeing- Spiritual fulfillment

Some Motivators are closely associated with different types of Tourism products…

Motivators and different types of tourism product

Theme park - a search for an excitement, risk & adventure, escapism, status (If it has the ‘best’ white knuckle ride)

Museum - Learn something new, nostalgia, status

Art gallery - Aesthetic pleasure, relaxation,

pursue special interest in art, status Leisure shopping complex - Escapism,

search for a bargain, status

Golf course - Exercise, Make friends, status

Motivators and the timing of purchase decisions

Last-minute booking (7days in advance)

- bargain price - surprise a partner Many months in advance

- visit a famous annual events - enjoy the pleasure of looking forward in anticipation to the holiday