HBM 235 1st Edition Lecture 5 Outline of Last LectureI. Effects of Culture on Travel II. Cultural ValuesIII. Hofstede’s Dimensions of CultureIV. How Psychographic Variables Affect Travel PatternsOutline of Current LectureI. CultureII. Factors Influencing Information SearchIII. Social Media and Travel Info Search IV. Destination Image CharacteristicsV. How we perceive Current LectureI. CultureA. Information Search1. The motivated activation of knowledge stored in memory or acquisition of information from the environment2. 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 SearchA. Nature of Trip1. First time cruise vs. trip to Oregon coast B. Composition of travel party1. Alone or with family C. Stage in family life cycle1. Young children vs. older children D. Purpose of Trip1. Leisure vs. business travelE. Mode of travel F. Socioeconomic status G. Length of stay1. Longer stays, more external information search 2. Travel Agents as Intermediaries III. Social Media and Travel Info SearchA. Consumer generated content1. “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 Internet1. Ease of Use2. Attractiveness (size, color, etc)3. Build trust: Navigational functionality- operational effectiveness, usefulness ofhelp functions, navigation speed 4. Target marketC. Image- the set of meanings by which an object is known and through which people, describe, remember, and relate to it1. Organic Image- Formed by news reports, magazine articles, etc. (uncontrollable)2. Induced Image- advertisements and other paid marketing (controllable)IV. Destination Image CharacteristicsA. Functional – Directly measurable 1. Ex. Price, average temperature, crime rate, # of dive boat operations, etc.B. Psychological- More abstract, cannot measure directly1. Ex. Friendly, exotic, peaceful, close to nature, adventurousC. Organic/ Induced Image1. Patagonia2. Settles Best Coffee3. Fuji water V. How We PerceiveA. Make travel decisions in ways consistent with our perceived self-image1. Real self- who we are deep down2. 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 image3. The more information tourist/traveler has, the less time they spend evaluatingwhether there is self-congruity with
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