who will be the future tourist
DESCRIPTION
Key tourist trends associated with consumer behaviour. All based on levels of wealthTRANSCRIPT
Tomorrows Tourist
Dr Ian Yeoman
Victoria University of Wellington
New Zealand
Tomorrows Tourist
Who will be tomorrows tourist?
Simple Identity
Fluid Identity
Fluid identity
Educated, Multi Cultured and Knowledgeable
Education, Feminism & Identity
7
Thraenhart 2010
8
9http://www.pranavmistry.com/projects/sixthsense/
Sexuality
Walters observes that feminism is about choice and empowerment. Therefore as a consequence, Playboy has become a mainstream brand which decorates pencil cases and erasers of young girls who know there is something naughty in the brand but are encouraged to buy into its cheeky marketable sexuality. The Girls of Playboy Mansion is accepted as family viewing, in which we aspire to be Holly, Bridget or Kendra www.natashawalter.com
Fear of loss
New consumers and new attitudes
The acceleration of the eastward shift is evident. Since1995 Asia real GDP has grown at over twice the rate the rate of America and Western Europe. The Economist Magazineestimates that by 2014, on purchasing power parityAsia’s share of the world economy should exceed that of America and Europe alone and by 2020 Asia could deliver50% of total sales and profits for some multinationals,compared to 20-25 percent in 2010. Forecast’s for economic suggest that between 40-75% of the worlds economic growth will come from the BRIC countries. (Talwar 2010)
Conclusion: What’s your identity? Is it a fluid one or….
• Consumer volatility, paradox of choice and choice management
• Tourists that are frivolous, promiscuous and awkward
• A society where norms are broken• Broaden and expansive• Shared connections• Diluted cultures and globalisation• A fast, instant and networked
world which is 24/7• Longevity and shifting values• Have it all society and fear of loss• Heighten sense of personal
freedom • Liberal, sexist, experimentalism
within a multi cultural society• Inconscipicious consumption,
authenticity and cultural identity• I don’t believe you, resistance and
rebuke
Who will be tomorrows tourist?
Flatters & Wilmott 2009
Extreme Experience Seeking
15
Discretionary Thrift
16
Domestic Pax on Public Transport (Growth%)
△ 8
△ 6
△ 4
△ 2
0
2
4
6
8
10
12
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Japan Railways Pax
Bullet Train Pax
Dom Airline Pax
Source: Japan Travel Bureau
INSPERIENCE ECONOMY
Ultimate Outdoor Theatre
Source: Trend Hunter
INSPERIENCE ECONOMY represents consumers' desire to bring top-level experiences into their domestic domain."
Key words“Creating comfortable space”“Fully equipped”“Not venturing out because we have it at home”“The best”
The Cal Spas Outdoor Theatre, at US $30,000 comes with 63-inch LCD HDTV touting surround sound, DVD/CD player… five-burner BBQ grill, a wet bar, weatherproof recliners with cup holders
The Rise of Mercurial Consumption
Simplicity
Paul Flatters – Trajectory Group
Research by the Trajectory Group (Flatters & Wilmott 2009) highlights that affluent consumers have revealed mounting dissatisfaction with excessive consumption. Many desire a wholesome and less wasteful life. As such, there is a desire to get back to nature, something that is tranquil, basic, rooted, human and simple (Yeoman 2008). As a consequence, the desire for more authentic and simple luxury experiences accelerates.
Yeoman 2010
The Authentic Tourist
• Ethical • Natural• Honest• Simple• Beautiful• Rooted• Human
Re defining Luxury
Driving an expensive car
Enjoying the best home entertainment technology
Having beautiful home furnishings
Wearing designer clothes
Having nice toiletries and pampering myself
Materialism
Eating good quality foodGoing on expensive holidaysLiving in a nice area
Enrichment
Having time on my ownHaving time just to relax
Time
The ‘old’ version of luxury: exclusive, expensive, best quality, self-indulgent, conspicuous, tangible, ‘overt materialism’
Emphasis on ‘quality of life’, experiential, personal, authentic, ‘subtle/covert materialism’
The value of relaxing and de-stressing from the pace of everyday life, focus on self-development and quality of life, intangible, non-material
STORY INGREDIENTS
Swiss Netgrannies equal story
24
In praise of slowness
Early Life: Growth and Development
Adult Maintaining highest
possible level of function
Disability threshold
Older AgeMaintaining independence and
Preventing disability
Range of functions in individuals
Age
Fun
ctio
nalit
y of
ca
paci
ty
Rehabilitation and ensuring the quality of life
Source: Yeoman 2010
Demography and life course
Trust, safety and supply
Conclusion: Is it a simple identity?• Slowdown, halting and
reserving of an identity• Experiences that are tranquil,
basic, rooted, human and simple
• Thrift, mercurial consumption and functionality
• Advice, networks and predictive behaviour
• Role of authority and governance
• Dissatisfaction with excessiveness and frivolous
Tomorrows Tourist
Dr Ian Yeoman
Victoria University of Wellington
PO Box 600
Wellington 6140
New Zealand
Tel: 00 64 4 463 5717
Email: [email protected]
Web: www.tomorrowstourist.com