UNIVERSITÉDU QUEBEC ÀMONTRÉAL École de Sciences de la gestion MAITRISE EN GESTION ET PLANIFICATION DU TOURISME Georgina Arreola Flores Research Assistant CIFORT
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
Consumer behavior in tourism Literature review: To create a model to Quebec and Canadian s market decision process with the online purchase factor
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
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
Purchase behaviour is a result of the combination of two or more of these criteria, not just one. Swarbrooke, John (2007)
Models
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.
Canadian online traveler
Source: Phocus Wright 2007
Source: Phocus Wright 2007
Source: Phocus Wright 2007
Source: Phocus Wright 2007
Quebec consumer behavior
Top 3 des destinations préférées des Québécois
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
Apply the new model of consumer behavior of canadian travel For each market ant to adapt it at differents needs of the travel industry
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