presentation bduguay expectations in...

© Benoit Duguay, 2010

How to uncover Expectations in Tourism

Benoit Duguay

October 15 2010


Why does the tourist choose an activity or destination?


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


Every desire, decision or action is motivated by expects

Functional

Aesthetic

Societal

Relational Financial

Sensory

Aspirational

Symbolic

Informational

Temporal


Requirements regarding the utilitarian aspects:

Functional Expects

�Health

�Rest

�Activities offered

�Features included in the service


� Prestige of the destination� Life-Style� Wealth

Symbolic Expects

Requirements regarding the expression of a connotation or an image:

Hyperlink


Requirements regarding deeply rooted aspirations:

�Fantasies

�Self-Image

� Idealization

�Self-actualization

�Compensation for a weak Self-Esteem

� Examples :� Pilgrimage to Saint-

Jacques de Compostelle

� Spiritual Tourism in Tibet

Aspirational Expects

Hyperlink


Sensory Expects

�Pleasure of consumption

�Pleasure of the senses (tactile, visual, olfactory, auditory, gustatory)

�Sensuality

�Pleasant souvenirs

Hyperlink

Requirements regarding pleasure:


Financial Expects

�Lowest price

�Price VS service

�Price VS quality

�Price VS image

Hyperlink

Requirements regarding price:


Relational Expects

� Very personalized service

� « Self-service »

� After-sales follow-up

� User clubs (e.g. motorcycle)

� Hostels

Requirements regarding the nature of the relationship with the merchant or other users:


Societal Expects

�Preservation of resources�Reduction of pollution�Fair Tourism�Ecotourism�Edutourism�Sustainable Tourism

Development�Volunteer work

Requirements regarding respect for the environment and populations:


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


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


Temporal Expects

�Immediacy

�Planning the purchase

�Payment scheduling

Time-related requirements:


To learn more about Expects

Hyperlink Hyperlink Hyperlink

Blog «Talk about consumption» Hyperlink

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