Motivation, behaviour

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Motivation, behaviour segmentering of holiday
tourists25. 9. 2007

• Motivation
• Behaviour - choice of holiday destination
• criticism of DMP-models
• Types of market segmentation
• criteria for segmentation
• geographic, sociodemographic, psychographic,
  behavioural, combinations
• WoCos segmentation method

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Motivational Dynamics(Arnould et al. p.266)
Comparison
Differentiation
Affiliation
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Self- actualization Ego Social Safety
Security Physiological
Maslows need hierarchy Arnould et al. p.270
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Pearces travel-needs model in Goeldner
Ritchie 2006 p.257
Fulfilment needs
Self-esteem/development needs
Other directed
Self-directed
Relationship needs
Other directed
Self-directed
Safety/security needs
Self-directed
Other directed
Physiological
Externally oriented
Internally oriented
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Source Gartner (1993) pp.194-195.  
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Criticism of sequential DMP-models(Decrop
Snelders 2002)

• see consumers as rational problem solvers
• see decisions as sequential, hierarchical
  step-by-step
• need for a more experience based understanding of
  tourists decision making
• feelings, phantasy, nostalgia, day dreaming
  influence DMP
• interpersonal dimension is missing influence
  from other DMUs

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Criteria for effective segmentation (Weaver
Lawton )

• Measurability
• Size
• Homogeneity
• Accessibility
• Compatibility
• Actionability
• Durability
• Relevance

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Four important segmentation types(Moscardo et
al. 2001)
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Geographical segmentation

• continents, countries, regions, rural vs. urban
  place
• geographical unit consumption culture
• today used in combination with other factors
• Eg VDK develop new geographical markets Japan,
  China, South Korea --- Scandinavian Tourist Board

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Socio-demographic segmentation

• gender /- traditional gender perspective
• sexual orientation the pink dollar
• age family life cycle
• education, profession, income
• religion, race, ethnicity

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Psychographic segmentation

• Lifestyle
• combinations of motivation, personality type,
  attitudes and perceptions
• Personality types Plog (p.186)
• allocentric midcentric psychocentric
• popular but unclear methodological/empirical
  background

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Behavioural segmentation

• Number of destinations visited
• single vs. multiple destination holidays
• Single vs. repeat visitors
• Type of transportation, accommodation, activity
• eg. bus tourists, camping tourists, seasand
  tourists

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Institutionalised vs. non-institutionalised
tourist (Cohen, 1972)

• Organised mass tourist
• All inclusive holiday to a popular destination,
  sunseasand, experiences in groups
• Individual mass tourist
• More flexible package, popular destination, more
  on your own
• Explorer
• Self-organised, avoids other tourists, meeting
  the locals, dependent on tourism system for
  comfort security
• Drifter
• Self-organised, to be part of a local culture,
  minimal planning, no contact with tourism industry

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New Tourists (Poon 1993, in short)
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WoCos segmentation method

• Discuss WoCos segmentation strategy what types
  do they use pros/cons of these?
• Discuss alternative segmentation strategies for
  WoCo

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Further readings

• Arnould E., Price L., Zinkhan G. (2004)
  Consumers. 2nd ed. New York MCGraw Hill.
• Cohen E. (1972) Towards a Sociology of
  International Tourism. Social Research 39,
  pp.164-182
• Moscardo G, Pearce P., Morrison A. (2001).
  Evaluation Different Bases for Market
  Segmentation A Comparison of Geographic Origin
  versus Activity Participation for Generating
  Tourist Market Segments. Journal of Travel and
  Tourism Marketing, 10, 1, pp.29-49
• Plog S (2002) The Power of Psychographics and
  the Concept of Venturesomeness. Journal of Travel
  Research, 40, pp.244-251.
• Poon A. (1993) Tourism, Technology and
  Competitive Strategies. Wallingford CAB
  International