HBM 235 1st Edition Lecture 5 Outline of Last Lecture I II III IV Effects of Culture on Travel Cultural Values Hofstede s Dimensions of Culture How Psychographic Variables Affect Travel Patterns Outline of Current Lecture I Culture II Factors Influencing Information Search III Social Media and Travel Info Search IV Destination Image Characteristics V How we perceive Current Lecture I Culture A Information Search 1 The motivated activation of knowledge stored in memory or acquisition of information from the environment 2 Implies internal and external search behaviors Internal retrieving information from memory External retrieving information from variety of other sources Commercial Environment Social environment Online discussion boards blend Why do we search Reduce Risk II Factors Influencing Information Search A Nature of Trip 1 First time cruise vs trip to Oregon coast B Composition of travel party 1 Alone or with family C Stage in family life cycle 1 Young children vs older children D Purpose of Trip 1 Leisure vs business travel E Mode of travel F Socioeconomic status G Length of stay 1 Longer stays more external information search 2 Travel Agents as Intermediaries III Social Media and Travel Info Search A Consumer generated content 1 Mixture of fact or opinion impression and sentiment founded and unfounded tidbits experiences and even rumor 2 Tripadvisor com Extra Credit assignment Create consumer generated content about anything Restaurant or something you just bought Online revue product and take a screen shot of it and email him the screen shot B Use of the Internet 1 Ease of Use 2 Attractiveness size color etc 3 Build trust Navigational functionality operational effectiveness usefulness of help functions navigation speed 4 Target market C Image the set of meanings by which an object is known and through which people describe remember and relate to it 1 Organic Image Formed by news reports magazine articles etc uncontrollable 2 Induced Image advertisements and other paid marketing controllable IV Destination Image Characteristics A Functional Directly measurable 1 Ex Price average temperature crime rate of dive boat operations etc B Psychological More abstract cannot measure directly 1 Ex Friendly exotic peaceful close to nature adventurous C Organic Induced Image 1 Patagonia 2 Settles Best Coffee 3 Fuji water V How We Perceive A Make travel decisions in ways consistent with our perceived self image 1 Real self who we are deep down 2 Ideal Self who we want to be 3 Apparent self how we are seen by others 4 Reference group self how we believe we are seen by others 5 Ideal Social Self how we want to be seen by others B Strive for self congruity match between destination image and self concept 1 So what 2 Create induced image that matches segment s self image 3 The more information tourist traveler has the less time they spend evaluating whether there is self congruity with destination
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