Prof. Dr. Wolfgang Georg Arlt
International Tourism Management

 

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ITM Bachelor 1. Sem
8029: Introduction International Tourism Management
           We 08.15 - 09.45 h (+ other dates) Audimax II

 

 DEMAND SIDE:

Parts of product as viewed by demand side:
Preparation-Travel-Aftermath

 

 

After the tour is before the tour

 

 

"Vorfreude ist die schönste Freude" - pleasant anticipation and pleasant memories as the important parts of the vacation itself.

 

 

Preparation  

 

 Step 1: Decision-making on traveling or not

Influences:

? Cultural background

? Cohort travel behaviour

? Personal situation

? Situation in preferred destination

 

 

 

 

 Step 2: Decision process on traveling when and where to

Influences:

? Cultural background

? Cohort travel behaviour

? Personal situation

? Climatic / political / security Situation in preferred destination

 

 

 

 

 Step 3: Decision process on the purchase process for ackage tour / tickets / accomodation:

$ Personality of the purchaser

$ Point of purchase

$ Role of the sales person / website

$ Frequent or infrequent purchaser of tourism products

$ Prior experience of the destination / of traveling

 

 

 

 

 

How do you decide on a purchase of tourism products?

Please describe.

 

 

 

 

 

 

 

What influences do you see on the perception of

 $ price / value for money

 $ distance to destination

 

 

 

 

Sources of Information for preparation 

"Post-industrial societies are literally saturated with tourist culture, which originates from increasingly widespread and intensive channels of information, so that motivation and anticipation are now packed with meanings that would have been impossible to note 15 years ago." (Parrinello 1993)

 

 

Information channels have increased from

the traditional forms of travelogues, guidebooks, travel tales of friends

to films, TV programs including special travel channels

to virtual reality (Internet)

with new developments still arriving (f.i. mobile phone real-time pictures instead of printed postcards)

 

 

 

 Some examples for Germany from DZT website / Guide books / tourism science books:

http://www.germany-tourism.de/

 http://www.lonelyplanet.com/destinations/europe/germany/index.htm

 

"Germany has a lack of domestic attractions. The climate is not good for summer sun holidays and there is a relative lack of stylish coastal resorts and picturesque cities." (Swarbrooke/Horner 1999, p. 41)

 

Example: Aroung 1990, Japanese Tourists visiting Canada became fascinated with the TV character "Anne of Green Gables".  This was something they expected to see when they came to Canada.   Before Anne was on Japanese TV, there was no such demand.  Also it was unknown to other. f.i. German, tourists.   

 

 

 

 

Example New Zealand

 

 

Let us look at our image of a destination, taking the example
New Zealand

Let us make a ranking by giving each of the following images of New Zealand a score according to its fitting (0=not fitting, 10= very fitting):
Clean, green, fresh
Diversified landscape
Farm life, agricultural
Beautiful scenery
Friendly, safe
Like Great Britain
Low population
Maori culture
Peaceful, slow pace of life
Open space, freedom, room to move

 

 

 

 

 

 

 

 

 

 

 

 

 

How can you influence positively the expectations of tourism customers before they start their travel?

 

 

 

 

 

 

  Contact: Prof. Dr. Wolfgang Georg Arlt, Study Program Director
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office 2.018, Tel. 0481 8555-513
Consultation hours (during lecture period): Wednesday 11.00 - 12.00 h
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