© Benoit Duguay, 2010
Expectations in Tourism Benoit Duguay
April 30 2010
© Benoit Duguay, 2010
Why does the tourist choose an activity or destination?
© Benoit Duguay, 2010
Maslow’s Needs Concept
Physiological
Security
Belongingness and love
Self-Esteem
Self-actualization
Knowledge
Beauty
Tiré et adapté de: Maslow, Abraham H.,1954 , Motivation and Personality, Harper and Row, New York, p. 80-107
Needs according to Marketing
© Benoit Duguay, 2010
Every desire, decision or action is motivated by expects
Functional
Aesthetic
Societal
Relational Financial
Sensory
Aspirational
SymbolicInformational
Temporal
© Benoit Duguay, 2010
Requirements regarding the utilitarian aspects:
Functional Expects
HealthRestActivities offeredFeatures included in the
service
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Prestige of the destination Life-Style Wealth
Symbolic Expects
Requirements regarding the expression of a connotation or an image:
Hyperlink
© Benoit Duguay, 2010
Requirements regarding deeply rooted aspirations:
FantasiesSelf-Image IdealizationSelf-actualizationCompensation for a
weak Self-Esteem Examples :
Pilgrimage to Saint-Jacques de Compostelle
Spiritual Tourism in Tibet
Aspirational Expects
Hyperlink
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Sensory Expects
Pleasure of consumptionPleasure of the senses
(tactile, visual, olfactory, auditory, gustatory)
SensualityPleasant souvenirs
Hyperlink
Requirements regarding pleasure:
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Financial Expects
Lowest pricePrice VS servicePrice VS qualityPrice VS image
Hyperlink
Requirements regarding price:
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Relational Expects
Very personalized service « Self-service » After-sales follow-up User clubs, motorcycle for
example
Requirements regarding the nature of the relationship with the merchant or other users:
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Societal Expects
Preservation of resourcesReduction of pollutionFair TourismEcotourismSustainable Tourism
Development
Requirements regarding respect for the environment and populations:
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Aesthetic Expects
Requirements regarding appearance:
Visual aesthetics, such as the beauty of landscapes
Function of cultural norms and personal preferences
Preserving the natural charm of some tourist (e.g.: silting of Mont St-Michel )
Hyperlink
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Informational Expects
Requirements for obtaining information:
Information must be friendly, objective, comprehensive
Being informed more quickly and at your whim
Impact on organizational communications
For example, information concerning services included in a package
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Temporal Expects
ImmediacyPlanning the purchasePayment scheduling
Time-related requirements:
© Benoit Duguay, 2010
To learn more about Expects
Hyperlink Hyperlink Hyperlink
Blog «Talk about consumption» Hyperlink
Books shortly to be translated in English
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