chapter 10 forces shaping tourism
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 1
© 2013 1
PART 3
Part 1. Destination: Planning, Developing, and Controlling
Tourism An identification of the procedures that destination areas follow to set policies,
plan, control, develop, and cater to tourism, with an emphasis on sustainable
tourism development.
Part 2. Marketing:
Strategy, Planning, Promotion, and Distribution
An examination of the process by which destination areas and tourism businesses market services and facilities to potential
customers with an emphasis on the effective use of promotion and distribution channels.
Part 3. Demand: The Factors Influencing the Market
A consumer behavior approach to market demand emphasizing the internal and
external influences on travelers including needs, motivation, and perception, the alternatives to travel, the marketing by tourism organizations, and the process
by which travelers make buying decisions.
Part 4. Travel: The Characteristics of Travel
A description of major travel segments,
travel flows, and modes of transportation used.
DEMAND
© 2013
Chapter 10
Forces Shaping Tourism
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 2
© 2013
Contents Examines certain key factors that affect people’s travel
and leisure-time decisions: Culture Availability of time Demographics Life cycle stages Personality
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© 2013
Purpose Having examined the external environment of specific types of tourists, students will be able to suggest appropriate types of vacations for them.
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 3
© 2013
Learning Objective 1: Cultural Background and Travel Decisions Explain the effects of cultural background on travel decisions.
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The Effects of Culture on Travel
Individuals are part of a larger group, which influences their decisions.
Understanding culture and sub-cultures is essential to understanding the behavior of tourists from different places of origin.
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 4
© 2013
Culture and Society Cultural values give individuals rules for behavior. Cultural values develop certain attitudes and
perceptions. Culture values influence how people evaluate the
world. Cultural differences can impact the level of satisfaction
that tourists have with a destination. Cultural differences can cause difficulties in social
interactions.
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© 2013
Culture and Social Groups Groups have roles or standards of behavior peculiar to
each group Vacation role? People enjoy “being themselves” on
vacation Roles are learned through socialization Innovators are frequently opinion leaders;
“mass follows class” External factors influence culture
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 5
© 2013
Analyzing a Culture Culture varies along four main dimensions (Hofstede,
1985): Individualism vs. collectivism Masculinity vs. femininity Large or small power distance Strong or weak uncertainty avoidance
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Analyzing a Culture Country Clusters 1. More Developed Latin 2. Less Developed Latin 3. More Developed Asian 4. Less Developed Asian 5. Near Eastern 6. Germanic 7. Anglo 8. Nordic
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 6
© 2013
Analyzing a Culture (Louden & Britta, 1979) Determine:
Relevant motivations in the culture Characteristic behavior patterns Broad cultural values relevant to the product Characteristic forms of decision making Appropriate institutions for this product in the
minds of consumers Evaluate:
Promotion methods appropriate to the culture Appropriate institutions for product
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© 2013
The U.S. Culture U.S. Culture is varied There is not one culture, but four, based on generation
divisions: Veterans (1922-1943) Baby Boomers (1943-1960) Gen Xers (1960-1980) Nexters (1980-2000) (aka Generation Y)
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 7
© 2013
Learning Objective 2: Effects of Time on Travel Decisions Explain the effects of time on travel decisions.
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The Effect of Time on Travel Availability of time affects travel decisions. Financial ability and desire to travel are not enough if
the traveler has no time.
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 8
© 2013
The Effect of Time on Travel Spending Time Time is spent on maintenance activities It is also spent on work Leisure time: the rest of the day:
Inner-directed; time for the self Over the last few centuries, U.S. leisure time has
increased Discretionary time decreases after a person has a
family, and increases once the children leave the home
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© 2013
Historical Development of Leisure Time
1900: Work week about 60 hours; today about 40 hours.
Paid vacation time varies by country. Most European countries have 18 to 25 paid weekdays off. U.S. and Japan have only about 10.
Workweek in France now pegged at 25 hours. Although workweeks have decreased; leisure time has
not.
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 9
© 2013
Leisure Time Divisions
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Weekdays
Weekends
Holidays
Leisure
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Learning Objective 3: Effects of Socio-Economics on Travel Decisions Explain the effects of socioeconomic background on travel decisions.
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 10
© 2013 Photos courtesy of Tourism Malaysia
The Impact of External Factors on Vacation Purchases
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Socioeconomic Background Age
Younger and older people have more free time Younger people choose more adventurous
vacations, while older people travel farther Older travelers value restfulness and historical
interests
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 11
© 2013
Socioeconomic Background Generational Influence Matures: born before 1945
Duty Hunting for a bargain Strong family and community ties
Baby Boomers: born between 1946-1964 Seek less traditional excursions
Generation Xers: born between 1965 and 1978 Savvy, because they have seen uncertain economic
times Generation Y: born between 1978 and 2000
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Socioeconomic Background Income Inhibiting force on travel decisions High income associated with high education and more
household earners Personal disposable income is income left after taxes Highest recreation expenditures are by couples under 40
without children Travelers of different income levels do different things while
on vacation: high income: reading, bridge, fencing, squash, chess; low income: television, dominoes, bingo
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 12
© 2013
Personal Income Distribution
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Socioeconomic Background Gender Women take part in slightly fewer leisure activities than
men Women are more involved in cultural activities, and they
prefer to travel for these reasons: a) to rest/relax; b) for friends; and c) for social reasons
Men generally prefer outdoor recreation, and playing and watching sports
Women souvenir buyers choose colorful or culturally-themed souvenirs
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 13
© 2013
Socioeconomic Background Education More educated travelers
Participate in outdoor activities Activities that require interpretation: plays,
concerts, art museums, etc. Less educated travelers
Often spend more money than the more-educated travelers
Seem to equate spending money with fun
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Time Phases in the Family Life Cycle
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 14
© 2013
Life Cycle Stages Travel behavior varies depending on life stages Singles partake in a wider variety of activities outside
the house than married people do Married people don’t do the same things singles do
because of the presence of the spouse, not because of the nature of the activity
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© 2013
Life Cycle Stages Presence of Children Less travel, more leisure time at home, and few new
leisure activities Family vacation
Decisions are made jointly by husband and wife Childless vacation
Wife is more likely to make decisions Children
Leisure activity fads are easy to start College-aged children are more likely to take risks
on new activities
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 15
© 2013
Life Cycle Stages Empty Nesters After children leave the home, the parents’ travel
preferences switch from car to bus, plane or boat Usually empty nesters don’t think of extended air
travel to foreign countries Fear is the main barrier for empty nesters who want to
travel Packaged tours may alleviate this fear
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© 2013
Life Cycle Stages Ideal Vacation Trip by Life Cycle Young Free, 18 to 34 with no children Young Families, 18 to 34 with children Middle Frees, 35 to 54 with no children Middle Families with lower incomes, 35 to 54 with children
and incomes of less than $50,000 Middle Families with higher incomes, 35-54 with children and
incomes of $50,000 plus Older Frees with lower incomes, 55 and older with no
children and incomes less than $50,000 Older Frees with higher incomes, 55 and older with no
children and incomes of $50,000 and more
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 16
© 2013
Life Cycle Stages Barriers to Leisure Enjoyment Not being sure what activities to be involved in Not knowing what’s going on and what’s available Not being sure how to use available resources Difficulty in planning and making decisions Not having anyone to do things with Not being at ease in social situations Difficulty in carrying out plans
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© 2013
Learning Objective 4: Effects of Psychographics on Travel Decisions Explain the effects of psychographic background on travel decisions.
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 17
© 2013
Personality People may view a vacation as an extension of their
personality Traits
People express interests in certain things, which makes it simple to guess at the activities they would enjoy
No strong connection between traits and travel choices is yet established, however
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© 2013
Personality Types Introverts
Do not seek the company of others Rarely choose to participate in outdoor recreational
activities Extroverts
Enjoy the company of others Generally enjoy outdoor recreational activities
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The Tourism System 6th edition Kendall Hunt Publishing Company
Chapter 10 Forces Shaping Tourism
Robert C Mill and Alastair M Morrison © 2013 18
© 2013
Psychographics and Lifestyle Psychographics – the development of psychological
profiles of consumers based on lifestyles Venturers
Prefer to travel to more adventurous, less peopled areas
Generally traveled more as a child Wealthier, self-confident
Dependables Prefer tour groups and developed areas Travel less than venturers on the whole
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THE TOURISM SYSTEM
© 2013
Chapter 10
Chapter Summary Highlights
Vacation choices are influenced by, and often constrained by various factors: (a) the culture of which people are a part; (b) significant events that helped shape their values; (c) time available; and (d) demographic and psychographic factors
Early attempts to explain vacation behavior using demographics alone have been found to be incomplete.
Developments in paid vacations have enabled people to take a vacation Advances in technology have influenced how far people can go with the
amount of free time they have.
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