Instructor: Prof. BOUKAMBA. K.H.
E-mail: boukamba@apu.ac.jp
Office: B-507, Beppu Campus
To gain a basic understanding of tourist behavior, its
importance, as well as some of the key variables of
decision-making in tourism.
TOURIST & • Defining Tourist Behavior
COMMUNITY • Importance
• The travel process
BEHAVIOR • Tourist behavior vs consumer behavior
• Decision-making variables
• Attitudes
• Motivation
• Destination image
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“The study of why people buy the product they do, and how they
make their decisions”
(Horner and Swarbrooke, 1996)
“Those activities directly involved in obtaining, consuming, and
disposing of products and services including the decision
processes that precedes and follows these actions.”
(Engel, Blackwell & Miniard, 2001)
“The application of consumer behavior concepts, models, and
theories to study the processes involved when individuals or
groups select, purchase, use or dispose of tourism products,
services, ideas or experiences to satisfy needs and wants”
(Solomon, 1996)
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❑Personal growth
✓Tourists gain knowledge of local traditions and cultures by interacting with communities.
✓E.g.,: Tourists participating in Japanese tea ceremonies or learning Flamenco dancing in Spain.
✓Exposure to cultural differences broadens perspectives and improves cross-cultural awareness.
❑Satisfaction
✓Tourists’ expectations are shaped by their cultural background and values, influencing
satisfaction.
✓E.g.,: Western tourists may value independence and unique experiences, while Asian tourists
might seek group tours and organized activities.
❑Perception of risk
✓Culture shapes how tourists perceive safety and risks in destinations.
✓E.g.,: Travelers from risk-averse cultures may avoid regions with political instability, while
others may engage in adventure tourism despite potential dangers.
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❑Profitability
✓Understanding tourist behavior helps businesses and communities adapt to cultural
preferences of tourists, therefore increasing profitability.
✓E.g.,: Offering local handicrafts, cultural tours, or cooking classes in destinations like Thailand.
❑Identification of market segments
✓Segmenting based on culture and behavior allows destinations to target different groups
effectively.
✓E.g.,: Adventure tourism for younger Western markets.
✓E.g.,: Religious tourism for Middle Eastern visitors (e.g., pilgrimage to Mecca).
✓E.g.,: Heritage tourism for culturally curious travelers.
Community behavior adapts to tourist behavior
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❑Tourist behavior is undertaken away from the home environment:
✓ Tourist involves a range of cognitive and emotional challenges due to unfamiliarity.
✓ E.g., Navigating public transportation in a foreign country where you don’t understand the
language can be stressful and confusing.
❑High level of involvement in tourism:
✓ Tourism requires significant engagement at different stages of the experience.
✓ Anticipation phase (researching destinations, booking flights, and imagining the trip) →travel
to site phase (taking flights, road trips, or cruises)→ on-site experience (visiting landmarks,
exploring local culture, and engaging in activities like hiking or city tours)→ return travel (long
flights or road trips, often accompanied by post-travel fatigue)→ post travel memories (sharing
photos, stories, and writing reviews about experiences).
❑ Episodic nature of tourism consumption:
✓ Tourism is irregular and unpredictable because people take holidays at different times.
✓ Unlike daily purchases, tourism happens occasionally (depending on external factors such as
time, money, and personal preferences).
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PRE-TRAVEL PHASE
❑ Need recognition
✓This step consists of recognizing that there is a need to be fulfilled.
✓This can result from various motives such as the need for
relaxation, adventure, social bonding, or cultural exploration.
✓E.g., Realizing you are stressed from studying and need a break.
This is the initial stage where the need for travel is recognized.
❑ Information search
✓Once the need is identified, the prospective traveler gathers the
necessary information needed to fulfill that need.
✓The sources of information can be varied based on various factors
such as personal experience, friends, and family to professional
reviews, social media, and other online resources.
✓E.g., You start looking for potential destinations. You might
browse travel blogs, watch vlogs on YouTube, or ask for
recommendations on social media.
Discuss the implication of culture within the two phases discussed above
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PRE-TRAVEL PHASE
❑ Evaluation of alternatives
✓This After gathering sufficient information, travelers weigh
different options based on various criteria (e.g., cost, distance,
convenience, safety, and the range of activities available).
✓The complexity of this stage can vary greatly depending on the
traveler and the type of trip being considered.
✓E.g., You shortlist a few destinations and start comparing factors
such as cost, weather, activities, and travel restrictions.
Discuss the implication of culture within the phase discussed above
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TRAVEL PHASE
❑ Purchase decision
✓This is the point where the decision is made, and the travel
services are purchased.
✓The travel proceeds to visiting the destination and consumption
of goods, services and experiences also take place in this phase.
✓E.g., Based on your evaluation, you decide to book a week-long
vacation in Miyazaki. You complete all reservations then travel to
the destination to experience it.
Discuss the implication of culture within the phase discussed above
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POST-TRAVEL PHASE
❑ Post-purchase behavior
✓This phase involves reflecting on the travel experience, sharing it
with others, and making mental notes for future travel decisions.
✓This phase is important for both the traveler and the industry at
large, offering an opportunity for learning and improvement.
✓E.g., Upon returning, you take the time to review your experience,
post pictures on social media, and write reviews on platforms like
TripAdvisor.
When someone in your community returns from traveling abroad, how do they share their experiences, reflect
on their journey, and how it might influence their perspectives or interactions within the community?
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❑Attitudes
❑Motivation
❑Destination image
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ATTITUDES
❑“A person’s degree of favourableness or unfavorableness with respect to a
psychological object” (Ajzen & Fishbein, 2000)
• Values are generally positive and more relevant to one’s self-concept.
• However, Attitudes can be positive and negative and are less relevant to one’s self concept.
❑Attitudes enable tourists to make decisions relatively quickly and effortlessly because
they provide a ready means of evaluating choice alternatives (i.e., cognitive shortcuts).
Attitude Components
✓Cognitive Component: Thoughts and beliefs about a destination
✓Affective Component: Feelings and emotions about the destination
✓Behavioral Component: How attitude influences behavior towards the destination
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Attitude Formation
✓Experience: (Attitudes form directly a result of experience. They may emerge due to
direct personal experience, or they may result from observation).
o E.g., A tourist who has previously visited a destination and had a good time is likely to have a positive attitude
towards that place. This can influence repeat visits and also impact their recommendations to others.).
✓Social factors: (How people are expected to behave in a particular role or context -Social
roles, and society's rules for what behaviors are considered appropriate -Social norms,
can shape attitudes.).
o E.g., In countries where tipping is a social norm, tourists are likely to adopt a positive attitude toward tipping
service workers even if they come from cultures where tipping is not customary.
✓Family: (Family plays a crucial role in attitude formation of children, especially in the
early years. Values, beliefs, and norms instilled by the family often have a lasting impact,
affecting attitudes towards various aspects of life, including travel preferences.).
o E.g., A person growing up in a family that often went camping or hiking is more likely to have a positive attitude
toward nature-based tourism.
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Attitude Formation
✓Association: (Association refers to the influence that groups or individuals have on a
person's attitude. When people are part of a group or are influenced by certain
individuals, they often adopt similar attitudes).
o E.g., A tourist who had a great experience during a trip that was organized by a particular travel agency may
develop a positive attitude not just towards the destination but also towards the agency.
✓Mass communication: (Media, in all its forms, plays a significant role in shaping public
attitudes. The framing of messages, the frequency of exposure, and the credibility of the
source all contribute to attitude formation).
o E.g., Media coverage about tourists experiencing extreme culture shock when visiting Paris (Paris Syndrome),
affects perceptions of the destination.
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MOTIVATION
❑Internal process causing a person to act in a certain way; or the driving force that initiates, guides, and sustains
behavior.
❑As a psychological construct, it explains why people act in a particular way, and can involve a variety of factors
including biological, emotional, social, and cognitive forces.
❑It can be intrinsic (i.e., coming from within the individual), or extrinsic (i.e., coming from outside the individual).
5.2.1 Maslow’s model 5.2.2 Dann’s push & pull theory
❖ Push factors
o Internal desires of tourists to escape from stress or to change daily routines
and the environment – anomie. (e.g., rebirth of travel after the middle-ages).
o Travelling to particular destinations to seek social validation from peers and
express one’s social status – ego-enhancement. (e.g., the Grand Tour).
❖ Pull factors
o Physical attributes of a destination (wildlife, scenery, cultural attractions
etc.…).
o Psychological attributes of a destination (safety, cost, friendliness of locals
Source: https://www.simplypsychology.org/maslow.html
etc.…).
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DESTINATION IMAGE
❑“the expression of all objective knowledge, impressions, prejudice, imaginations, and emotional thoughts an
individual or group might have of a particular place”.
❑“The mental impression of a place, held by the general public”.
Levels of destination image
Organic image:
✓Organic images are created through informal channels like word-of-mouth from friends, family, or personal experiences.
✓Such images are often considered more trustworthy because they come from relatively unbiased sources. However, they
are also more challenging for destination marketers to control.
✓E.g., You might see Switzerland as a peaceful and scenic country based on the experiences shared by a friend. This
perception wasn't generated through any official campaign, but through interpersonal relations and firsthand accounts.
Induced image:
✓Induced Images are shaped by formal promotional activities such as advertisements, brochures, or marketing campaigns.
✓Such images can be highly influential but may also generate skepticism if they are too far removed from reality. They are a
powerful tool for destination marketers.
✓E.g., An advertising campaign might frame Las Vegas as a city of endless entertainment and nightlife. This perception is
actively crafted by marketing teams to attract a specific type of tourist.
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Levels of destination image
Complex image:
✓The complex image is a comprehensive representation that combines both organic and induced images, often enriched
by personal experiences.
✓A complex image is often the most realistic and reliable as it draws from multiple sources and personal experiences. It
provides a more holistic view of a destination.
✓E.g., A visit to Tokyo could reveal that it's not just the tech-savvy city portrayed in commercials but also a hub of
traditional culture, as suggested by friends. So, your own experience could further enrich this image, making it more
nuanced and multifaceted.
GROUP ACTIVITIES ON THE NEXT PAGE
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Thank you for listening
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