HBM 235 1st Edition Lecture 4 Outline of Last LectureI. Loose ends from last time…II. Destination MixIII. ObjectivesIV. Five Classes of Tourist MotivesV. 8 Motivational GroupsVI. Why Travel?Outline of Current LectureI. Effects of Culture on Travel II. Cultural ValuesIII. Hofstede’s Dimensions of CultureIV. How Psychographic Variables Affect Travel PatternsCurrent LectureCH. 10 Forces shaping Tourism: Culture, time, socioeconomics, life cycle stages etc. I. Effects of Culture on TravelA. 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 cultureII. Cultural Values-Determine vacation behaviors-Determine attitudes and perception in travel-Influences how we evaluate the world in travel -Impact satisfaction -Cause conflictIII. (WILL BE ON ASSIGNMENT #2) Hofstede’s Dimensions of CultureA. Individualism vs. Collectivism1. Individualism: interests of the individual are paramount (United States)2. Collectivism: collective rather than individual action or identity (South America)B. Masculinity vs. Femininity1. 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 distance1. 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 chance3. High UA- feel especially anxious about the uncertainty in life and try to limit and control it as much as possibleIV. How Psychographic Variables Affect Travel Patterns-Stanley Plog-Psychographic- personality, values, attitudes, interests, or lifestyles A. Dependables1. Less venturesome and less exploring 2. Cautious and conservative3. Prefer popular, well-known brands of consumer products4. Often look to authority figures for guidance and direction in their lives 5. Structure and Routine B. Venturers 1. Intellectually curious2. Live with risk3. Experiment with new products4. Look to their own judgments, rather than authority figures, for guidance5. 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