UNIVERSITÉDU QUEBEC ÀMONTRÉAL

Transcription

1 UNIVERSITÉDU QUEBEC ÀMONTRÉAL École de Sciences de la gestion MAITRISE EN GESTION ET PLANIFICATION DU TOURISME Georgina Arreola Flores Research Assistant CIFORT

2 CIFORT Centre International de Formation et de Recherche en Tourisme -Conducting the research and training in tourism at the international level - Represent the UQAM at the World Tourism Organization which is one of the affiliates Affiliates: OMT BITS Mission: THE MISSION OF THE WORLD CENTRE OF EXCELLENCE FOR DESTINATIONS IS TO CONTRIBUTE TO GUIDING DESTINATIONS AROUND THE WORLD TOWARD EXCELLENCE

3 Consumer behavior in tourism Literature review: To create a model to Quebec and Canadian s market decision process with the online purchase factor

4 The importance to study the consumer behavior in tourism: The appreciation of how tourists make decisions would help develop a good marketing plans in relation to the following, for example: -Focus marketing activities at the time when most consumers are making decisions to buy a particular product. -The choice of advertising media based on which media the majority of consumers -Use to gain information about tourism products -The selection of appropriate distribution channels or marketing intermediaries

5 Segmentation splits the population into subgroups who share the same purchase characteristics. The decision of everyone in the subgroup is primarily determinedby one set of influences: Demographic Geographical Psychographical Behaviouristic Age Sex Race Stage in the family life cycle Where the tourist lives The personality and lifestyle of tourist The relationship of the tourist to the product. The benefits they expect to receive from the purchase and whether or not they are first-time purchasers or regular purchasers of the product Tourism marketing traditionally relies heavily on segmentaion, yet of these four sets of caracteristics only the PSYCHOGRAPHIC plays a significant role in current purchase decision models in tourism

6 Purchase behaviour is a result of the combination of two or more of these criteria, not just one. Swarbrooke, John (2007)

7 Models

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14 There is no evidence of studies in the literature that provide aframework or model capturing the nuance of online travel planning. No existing typology of travel search strategies on the web is evident. Also, no evidence is availableof a study that examines purchase motivations of travel products in the online context. Traditional theories are guiding literature to this point in thearea of search, they do not encapsulate theories relevant to the computer-mediated environments (CMEs) sucha as the Internet.

15 Canadian online traveler

16 Source: Phocus Wright 2007

17 Source: Phocus Wright 2007

18 Source: Phocus Wright 2007

19 Source: Phocus Wright 2007

20 Quebec consumer behavior

21 Top 3 des destinations préférées des Québécois

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25 New research into online consumer behavior The key factors: On average, consumers take nearly a month to go from their firstsearch to a purchase On average travelers visit the purchase website 2.5 times Generic search terms play a significant role in the consumer journey to purchase Google U.K. and comscore

26 Apply the new model of consumer behavior of canadian travel For each market ant to adapt it at differents needs of the travel industry

27 BIBLIOGRAPHIE Arseneault, P., Portrait sociodémographieque et comportement de voyage des Québécois par segment démographique 2008, Réseau de veille en tourisme. Beldona, S., Studies in online consumer behavior: Travel planning, search and purchase 2003, Purdue University Bonn, M.A., H.L. Furr, and A.M. Susskind, Predicting a behavioral profile for pleasure travelers on the basis of Internet use segmentation. Journal of travel research, (4): p Buhalis, D., e-tourism. Information technology for strategic tourism management 2003, Harlow Pearson education Hotel Marketing.com. Insights from the online travel purchase path [cited 2008 October 23, 2008 ]; Monitoring Online Travel, Hospitality Industry and Internet Marketing News. Available from: ath/. Johns, N. and S. Gyimóthy, Market segmentation and the prediction of tourist behavior: The case of Bornholm, Denmark. Journal of travel research, (316). O'Connor, P., W. Höpken, and U. Gretzel. Information and communication technologies in Tourism in Proceedings of the International Conference Innsbruck, Austria Springer Wien. Phocus Wright, North American online travel marketplace: Focus on Canada. Research study. Transat A.T. Inc 2007 Pizam, A. and M. Yoel, Consumer behavior in travel and tourism. 1999, Binghamton, NY: The Haworth Hospitality Press. 530.

28 Secrétariat d'état au Tourisme and Conseil national du tourisme, e-tourisme interactif. Les enjeux des infomédiations sur l'offre et la demande touristique 2003, Paris La documentation française. Statistiques Canada, Portrait de la population canadienne en 2006, selon l'âge et le sexe : faits saillants. 2006, Statistiques Canada. Susskind, A.M., M.A. Bonn, and C.S. Dev, To look or book: An examination of consumers' apprehensiveness toward Internet use. Journal of Travel Research, (3): p Swarbrooke, J. and S. Horner, Consumer behavior in tourism Second Edition ed. 2007, Oxford, UK: Elsevier 428. Zheng, X., K. Wober, and D.R. Fesenmaier, Representation of the online tourism domain in search engines. Journal of travel research, (2): p Zhou, Z., E-commerce and information technology in hospitality and tourism. 2004, NY: Thomson Delmar Learning. 226.

29 GRACIAS