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Unit 2 Main Concepts in Consumer Behaviour, and Motivators
Unit 2 Main Concepts in Consumer Behaviour, and Motivators
We have to recognize, first, that the motivators which make people wish to take a holiday
are not universally present. Some people appear to have little or no desire to take a holiday,
for whatever reason.
We must also recognize that motivators change over time for each individual in response to
changes in their personal circumstances. These circumstances might include:
Multiple motivations
No tourist is likely to be influenced by just one motivator. They are more likely to be
affected by a number of motivators at any one time.
Office workers staring out of their office windows in suburban London today may be
motivated by a desire to take any holiday, anywhere to escape the monotony of their daily
working life. However, they may have a number of other motivators that would influence
the type of holiday they would like to take. They may, for example:
• want to escape a wet spell at home, and enjoy some sun and get a
suntan
• desire a chance to take some physical exercise as a contrast to their
sedentary lifestyle and to improve their health
• wish to pursue a hobby, whether it be surfing or eating Italian food
• want to widen their circle of friends or find a new partner
• wish see a particular church or museum
• want to relax.
Most people’s holidays represent a compromise between their multiple motivators. Either
one motivation becomes dominant or a holiday is purchased which ensures all of the
motivators can be at least partly satisfied.
Shared motivators
We rarely take holidays alone, but who we take them with has an influence over the factors
which influence our decisions.
Imagine a woman who is married and the mother or two young children, a member of a
women’s football team and a churchgoer. Her motivations may be different depending on
which group she is intending to holiday with. If she is taking a trip with her children, then
meeting their needs and keeping them happy may be her main motivation. On the other
hand, she and her husband may be taking a trip on their own, to celebrate their wedding
anniversary, in which case, romance may be the main motivator. When she takes a trip to
play football with her team, it may be seen as escapism or a chance to indulge her passion
for playing football. Finally, with her fellow churchgoers, she may be seeking spiritual
fulfilment from a trip.
It is rare for every member of a holiday party to share exactly the same motivators.
Differences in this respect undoubtedly account for much of the stressful side of holiday-
making.
Many trips represent a compromise among those in a group which is travelling together,
whereby:
the views of a dominant member may prevail
•
each member will go their own way for at least part of the time
•
the group will stay together but each member will be allowed to
•
choose what they will all do on one or two days.
Expressed and real motivators
We do not always express our true motivations because we:
Conclusions
It appears that the issue of motivation is highly complex and depends on a range of factors,
including:
1. The purchase of a holiday does not result in the consumer owning any physical
product. Discuss the effect of this on consumer behaviour.
2. Evaluate the reasons for a consumer choosing to buy a composite tourism product
rather than the individual components.
3. The media can have a major influence on consumer choice in tourism. Evaluate the
ways in which a tour operator can use this feature to boost sales.
4. Examine the ways in which an individual’s personality may affect their motivators in
relation to taking a holiday.
5. Discuss those changes involved in suggesting that people with certain demographic
characteristics will be motivated by particular fac- tors.
6. Compare and contrast the likely motivators of people taking a ‘sun, sea, and sand
holiday to a Greek island, with those on an up- market cruise around the Caribbean.
7. What is the purpose of consumer behaviour models?
8. Why is Howard–Sheth model of buyer behaviour is important?
Exercise
Exercise
Design a small-scale consumer panel which could be used to evaluate the reasons for
consumers choosing a particular tourism product.
Exercise
Design and implement a questionnaire survey of a small number of adults to try to ascertain
the main motivating factors which influence their choice of holiday. Then produce a critical
evaluation of your survey to highlight and account for its weaknesses.