GG294 Lecture Notes - Lecture 4: Market Segmentation, Package Tour, The Spinoff
Document Summary
Motivation is part of the consumption process and is stimulated by a complex mixture of economic, social, psychological, cultural, political, industry- related and wider environmental influences. Motivation as a subject is an integral part of the study of consumer behaviour in tourism. Understanding tourist motivation and decision-making is important for two main reasons: 1. Planning considerations: all destinations require some form of planning and management, and control of negative impacts, where it may be appropriate to divert tourists or particular activities away from vulnerable areas: 2. Economic considerations: growth and development of the tourism industry in a region or corporate growth are dependent on understanding consumer behaviour, particularly through market segmentation strategies. There are three broad constraints: 1. Physicalogical needs, safety needs, belonging and love needs, esteem needs and 5 being self-actualization needs. Energizers of demand: these are the various forces, including motivation, which initiate the decision to visit an attraction or go on holiday at the outset.
