Benoit Duguay 2010 Expectations in Tourism Benoit Duguay

© Benoit Duguay, 2010 Expectations in Tourism Benoit Duguay April 30 2010

© Benoit Duguay, 2010 Why does the tourist choose an activity or destination?

© Benoit Duguay, 2010 Maslow’s Needs Concept Beauty Knowledge Self-actualization Self-Esteem Belongingness and love Security Physiological Tiré et adapté de: Maslow, Abraham H. , 1954 , Motivation and Personality, Harper and Row, New York, p. 80 -107 Needs according to Marketing

© Benoit Duguay, 2010 Every desire, decision or action is motivated by expects

© Benoit Duguay, 2010 Functional Expects Requirements regarding the utilitarian aspects: Ø Health Ø Rest Ø Activities offered Ø Features included in the service

© Benoit Duguay, 2010 Symbolic Expects Hyperlink Requirements regarding the expression of a connotation or an image: Ø Prestige of the destination Ø Life-Style Ø Wealth

© Benoit Duguay, 2010 Aspirational Expects Requirements regarding deeply rooted aspirations: Ø Fantasies Ø Self-Image Ø Idealization Ø Self-actualization Ø Compensation for a weak Self-Esteem Ø Examples : Hyperlink Ø Pilgrimage to Saint. Jacques de Compostelle Ø Spiritual Tourism in Tibet

© Benoit Duguay, 2010 Sensory Expects Requirements regarding pleasure: Ø Pleasure of consumption Ø Pleasure of the senses (tactile, visual, olfactory, auditory, gustatory) Ø Sensuality Ø Pleasant souvenirs Hyperlink

© Benoit Duguay, 2010 Financial Expects Hyperlink Requirements regarding price: Ø Lowest price Ø Price VS service Ø Price VS quality Ø Price VS image

© Benoit Duguay, 2010 Relational Expects Requirements regarding the nature of the relationship with the merchant or other users: Ø Ø Very personalized service « Self-service » After-sales follow-up User clubs, motorcycle for example

© Benoit Duguay, 2010 Societal Expects Requirements regarding respect for the environment and populations: ØPreservation of resources ØReduction of pollution ØFair Tourism ØEcotourism ØSustainable Tourism Development

© Benoit Duguay, 2010 Aesthetic Expects Requirements regarding appearance: Hyperlink Ø Visual aesthetics, such as the beauty of landscapes Ø Function of cultural norms and personal preferences Ø Preserving the natural charm of some tourist (e. g. : silting of Mont St-Michel )

© Benoit Duguay, 2010 Informational Expects Requirements for obtaining information: Ø Information must be friendly, objective, comprehensive Ø Being informed more quickly and at your whim Ø Impact on organizational communications Ø For example, information concerning services included in a package

© Benoit Duguay, 2010 Temporal Expects Time-related requirements: Ø Immediacy Ø Planning the purchase Ø Payment scheduling

© Benoit Duguay, 2010 To learn more about Expects Blog «Talk about consumption» Hyperlink Books shortly to be translated in English Hyperlink