HBM 235 1st Edition Lecture 4 Outline of Last Lecture I Loose ends from last time II Destination Mix III Objectives IV Five Classes of Tourist Motives V 8 Motivational Groups VI Why Travel Outline of Current Lecture I II III IV Effects of Culture on Travel Cultural Values Hofstede s Dimensions of Culture How Psychographic Variables Affect Travel Patterns Current Lecture CH 10 Forces shaping Tourism Culture time socioeconomics life cycle stages etc I Effects of Culture on Travel A Travel decisions highly individualistic push and pull factors differ for segments cultures Formally defined Culture set of beliefs values attitudes habits and forms of behavior that are shared by a society and transmitted generation to generation Less Formally but maybe more accurately defined The internal aspects of culture make up most of The cultural iceberg The last percentage is the visible aspects of culture II Cultural Values Determine vacation behaviors Determine attitudes and perception in travel Influences how we evaluate the world in travel Impact satisfaction Cause conflict III WILL BE ON ASSIGNMENT 2 Hofstede s Dimensions of Culture A Individualism vs Collectivism 1 Individualism interests of the individual are paramount United States 2 Collectivism collective rather than individual action or identity South America B Masculinity vs Femininity 1 Masculinity men in more assertive and dominant roles Visible achievement making money showing off Japan 2 Femininity women in more dominant role Relationships over money quality of life environmental presentation Denmark C Large vs small power distance 1 Power distance extent to which a society accepts hierarchical differences workplace situations 2 High power distance between the boss and the workers Malaysia 3 Low power workers or students are able to speak with boss or teacher United States D Strong vs Weak uncertainty avoidance 1 Uncertainty avoidance extent to which members of a culture feel threatened by uncertain or unknown situations i e the future 2 Low UA do not feel quite so threatened nor anxious about uncertainty not uncomfortable leaving things to chance 3 High UA feel especially anxious about the uncertainty in life and try to limit and control it as much as possible IV How Psychographic Variables Affect Travel Patterns Stanley Plog Psychographic personality values attitudes interests or lifestyles A Dependables 1 Less venturesome and less exploring 2 Cautious and conservative 3 Prefer popular well known brands of consumer products 4 Often look to authority figures for guidance and direction in their lives 5 Structure and Routine B Venturers 1 Intellectually curious 2 Live with risk 3 Experiment with new products 4 Look to their own judgments rather than authority figures for guidance 5 Prefer unusual underdeveloped destinations Destination planners who understand the psychographic curve can intentionally position their destination anywhere along the curve As destinations become more popular touristy attract more dependables and venturers will stop coming Problem dependables spend and travel less Ideal position for long term is near venturer
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