CHAPTER 7

INTERNET
AND THE
TOURIST
TOPICS COVERED
► The Decision-Making Process

► Tourist Motivation for Travel

► The Tourist Experience

► Global Consumer Trends

► The Impact of Social Media on the Tourism Industry

► Best Social Media Channels for Tourism Marketing

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1
The Decision-
Making Process
PRESENTED BY:

DARWIN RAMOS
INTRODUCTION
► Consumer Behavior can be simply defined as
‘activities people under- take when obtaining,
consuming, and disposing of products and services’.

► We are not only concerned with these activities, but

with the myriad of factors that influence those
activities and the implications of those activities on the
consumer and society.

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How Do Consumers Make
Decisions?
▸ emerged in the 20th century
▸ aims at analyzing individuals’ actions related to
obtaining, using and consuming goods and
services.
▸ concerned with the study of why, where, when,
how often consumers buy, and about the impacts
of consumption.

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Classic macroeconomics explains consumers’
decision-making based upon

1 the quantities and prices of the goods available on the marketplace

2 consumers’ disposable incomes

3 their preferences toward the different available products

6
How Do Consumers Make
Decisions?
▸ Given the complexity of consumer behavior,
it is important to formulate models that
consider all variables affecting choices in
order to explain how consumers make
decisions.

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Aspects:
▸ consumer behavior results from stimuli perceived and processed by
consumers
▸ stimuli are evaluated depending on personal preferences and internal
characteristics
▸ behavior also results from external variables that modulate consumers’
perceptions and decisions
▸ after the purchase, consumers reflect about the experience and
communicate their satisfaction/dissatisfaction, learn about the experience
and become loyal to those brands that satisfied them.

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High-involvement purchases
▸ defined as those in which consumers make important efforts
▸ for example by investing time when searching for information to minimize
the possibility of making a bad choice/decision
▸ occur when the acquisition of products/ services is relevant to consumers
▸ Consumers may also experience high involvement when they perceive a
significant physical, social or financial risk associated with the product.

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▸ All models were developed under the premise
that consumers have needs, which will be
sequentially satisfied, according to consumers’
priorities.
▸ the purchase and consumption of the product
reduce the original tension that was generated by
the awareness of unsatisfied needs.
▸ Consumer needs can be either latent or manifest.

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Consumers Decision Making Process
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CONSUMER BEHAVIOR
▸ Consumer behavior, and in particular tourist
behavior, is complex because of the multiple factors
that come in play.

▸ Models explaining tourist behavior are generally

characterized by describing how ‘tourists follow a
funnel-like procedure to narrow down choices’
among sets of alternative products they are aware of

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▸ Tourists make successive choices, eliminating
alternatives from a set that comprises acceptable
alternatives, until they finally choose a
destination or a brand.

▸ Consequently, models must explain why tourists

reject certain brands to choose others, and which
factors determine tourists’ decisions.

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“ The Decision-
Making Process
(PART 2)
PRESENTED BY:

MARINA FELIZ
PADILLA
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TOURIST
CONSUMER
BEHAVIOR
MODELS
Tourist Consumer Behavior Models
▸ Given the importance of understanding tourist behavior, numerous authors
have proposed explicative models in the past years.
▸ It is important to understand how tourist behave because:
● Understanding visitor behavior will help make planning and development decisions at
the destination and at the organizational level.
● Understanding visitor behavior will help all service providers increase visitor
satisfaction and generate memorable experiences.
● Understanding visitor behavior is ultimately having an effect on destinations’
economies as well as on businesses’ financial success.
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“ SCHMOLL
MODEL
This hypothesizes that consumer travel decisions are the
result of the interaction of four different fields of influence

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SCHMOLL MODEL
TRAVEL STIMULI PERSONAL AND SOCIAL DETERMINANTS
● Advertising & promotion OF TRAVEL BEHAVIOUR
● Travel literature ● motivation
● Reports and suggestions from ● desires/needs & expectations
other travelers influenced by personality
● socio-economic factors
● attitudes and values
CHARACTERISTICS AND
EXTERNAL FEATURES OF SERVICE
VARIABLES DISTRIBUTION
● confidence in the travel agent ● ● attractions offered
destination image ● range of travel opportunities
● previous travel experience ● quality/quantity of travel
● cost information etc.
● time constraints

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SCHMOLL MODEL
▸ Schmoll (1977) drew attention to the fact that
although tourists make rational decisions, they
may have limited knowledge of the destination

▸ It is therefore important to create awareness of

the brand in the tourists’ mind

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MAYO AND JARVIS MODEL
▸ explained tourists’ choices as the result of their
travel opportunities and goals.

▸ They supported previous authors’ under-

standing of the travel decision-making process
as one through which multiple variables affect
the tourist, with special attention to the
influential role of peer groups and family.

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21
Destination management
▸ Tourists will choose products that seem to them
more attractive but when assessing different product
information, they are influenced by other people’s
opinion

▸ Another implication for destination management is

to build a strong and appealing image and brand for
the destination

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MATHIESON AND WALL
▸ Mathieson and Wall (1982) described
tourist purchase decision-making as a
sequential process which starts when
tourists feel the desire or need for
travel

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The consumption of tourism product
by tourists

PRECONSUMPTIO CONSUMPTION POST-

N
► Searching ► Experiencing CONSUMPTION
► Sharing
► Planning ► Enjoying ► Memories
► Expectations ► Navigating ► Evaluation
► Decisions ► Searching ► Loyalty Building
► Buying ► Short-term decisions ► Advocating
► Anticipation ► On-site buying
► Preparation ► On-site evaluation

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WOODSIDE AND LYSONSKI
▸ Woodside and Lysonski (1989)
reviewed existing models and focused
their attention on the process through
which tourists evaluate the evoked set
of destinations to end up selecting one
of them.

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Figure 3. The complexity of tourist choice

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HYDE AND LAWSON
▸ Hyde and Lawson (2003) suggested that
independent travelers’ motivations are
reflected in their decision-making process
at destinations.
▸ Take risks
▸ Unplanned
▸ Evolving

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INVOLVEMENT
▸ is understood as the extent to which a tourism
product or recreational activity is relevant for
tourists, making them feel motivated, interested or
aroused toward it.

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TOURIST BEHAVIOR
▸ A particularly important aspect of
studying tourist behavior is to understand
the reasons why travelers choose a
tourism product instead of another.

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3
Tourist Motivation
for Travel
PRESENTED BY:

NINA ERICE
PARAS
Tourist Motivation for Travel
▸ Motivation is a condition of need that pushes an
individual towards some sorts of actions that are
perceived to be likely to bring fulfillment.

▸ Motivation is a driving force that stimulates

consumers’ behavior

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Tourist Motivation for Travel
▸ Motivators for travel or behavioral activators could
be the chance to share good times with family
and friends, to escape home and work routine, to
explore and discover new cultures, to rest and
relax, to practice favorite activities, to indulge in
luxury, etc.
▸ Motivation can be a useful variable to define
tourism products, to segment markets, and to
efficiently use tourism resources, in order to
meet tourists’ needs, expectations and desires.

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Pull and Push Model of Motivation
▸ Push Motivations are internal desires and emotions that make tourists
feel like going away from home and travelling, these internal reasons for
travel are more related to tourists’ personal desires and needs.

▸ Pull Motivations are mainly external reasons that induce in tourists the
desire to travel or to visit a particular destination. These external reasons
are related to tourism destination attributes and situational conditions

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The Tourist Experience
▸ Following the process that leads to the choice of
a destination and type of accommodations and
activities, tourists actually have an on-site
experience that will either satisfy or dissatisfy
them.

▸ Satisfaction is reached when tourists perceive

quality and high performance in the delivery of
tourism services.

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The Tourist Experience
▸ Satisfaction is achieved if the overall tourist
experience matches the expectations that have
been formed by personal needs, previous
experience and various marketing messages.

▸ Different segments may exhibit different

expectations, motivations, interests, etc.

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4
Global
Consumer Trends
PRESENTED BY:

QUENN JOHANA
PILANDE
The C-Consumers
► A new type of consumer was born as a result of the
technological evolutions of the late 20th century as well as a
consequence of globalization.
► Today’s consumers are increasingly connected;
► This generation of consumers may be called the ‘C-
generation’
► This connected consumer has earlier been called the e-
consumer (electronic consumer). More recently, connected
mobile tourists have been called m-tourists

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The C-Consumers

CUSTOMIZATION
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38
 Impact of
5
Social Media on
Tourism Industry
PRESENTED BY:

CATHERIN
TOLENTINO
Social Media
▸ made a huge impact on the tourism industry
▸ Consumers engage with social networking sites to
be informed
▸ Social media impact on tourism is seen in the
ways people research before going on a trip. Now
people are encouraged to share their travel
experiences.

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50,000,000
unique monthly visitors who are actively seeking out travel information
and advice from their platforms

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 Best Social Media
6 Channels for Tourism
Marketing
PRESENTED BY:

RICHELLE ANN
RAMOS
THE BIG THREE

FACEBOOK INSTAGRAM TWITTER

► These are the leaders in the tourism industry as well. Even though these channels have their
own audience, travel is among the most shared topics on all of them.

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FACEBOOK
► is an excellent platform to catch users among
various social groups.

► Facebook’s Recommendations feature enables

people to share their experiences.

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INSTAGRAM
► Thanks to its emphasis on visual material,
Instagram is one of the most effective social media
channels.

► It is a great platform for tourism businesses to

engage with their current and future customers.

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TWITTER
► Twitter is your voice. This platform allows you
to talk about short travel tips and promos

► Even though Twitter can be used for photos and

videos of your brand, its actual strength is being
especially useful for providing customer service.

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Other platfroms

SNAPCHAT LINKEDIN
Snapchat is another platform that is important Business travellers share information on
for your tourism marketing strategy if you are Linkedin groups about many topics,
targeting young customers. including business trips.

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“ Thank you and God
bless!
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