Consumer Behavior - Dr Js Homepage消费者的行为- J博士的主页.pptVIP

Consumer Behavior “The study of consumer characteristics and the processes involved when individuals or groups select, purchase, and use goods and services to satisfy wants and needs” Why is this important? Motivation “A force within an individual which causes them to do something to fulfill a biological need or psychological desire” Secondary (soc/psych) vs. Primary needs (live) Short term vs. Long term Motives Intrinsic vs. Extrinsic Motivating Factors Push Factors: Those things internal to the tourist which make them desire travel Attitudes, values, perception, learning, personality, norms Pull Factors: Those things external to the tourist which are contrived to make a destination more appealing Maslow’s Heirarchy of Needs Physiological food, water, air, shelter, reproduction Safety Stability, security, structure Love Affiliation, affection, sense of belonging Esteem Success, self-worth, achievement Self-Actualization Self-fulfillment, personal growth Leisure Ladder Model (Pearce) Fulfillment feeling peaceful (transported), totally involved Self-esteem and Development Developing skills, knowledge abilities; competency Relationship Build/extend relations; Enjoying through others Stimulation Optimal arousal for themselves; safe, but not bored Relaxation and Bodily Needs Emphasize basic needs; enjoy sense of escape Psychographic Dimensions High-energy Allocentrics Frequent travelers, use air, exotic, unique Low-energy Allocentrics By air, less frequent, more in fantasy High-energy Psychocentrics Active, by car or RV Low-energy Psychocentrics Stay home, near familiar surroundings Distribution of Dimensions Optimal Arousal Theory Tourism is guided primarily by intrinsic motives and the need to escape stress, excessive stimulation, and the mundane Through travel, the tourist seeks the stimulation or the peace and tranquility they may not have at home or work Barriers to Travel (constraints) Cost Time Health Family Stage Lack of Interest Fear and Security Segme