Consumer Behaviour & Marketing
Inhoud
Lecture 1: Introduction 12-4-2017..........................................................................................................2
Lecture 1: Tourism as Services (intro) 12-4-2017..................................................................................3
Lecture 1: Consumer behaviour in tourism 12-04-2017.........................................................................7
Lecture 1: Marketing of tourism: competing as a service provider 12-04-‘17........................................8
WORKSHOP session 1 (12-04-2017- Ynte van Dam).........................................................................10
Lecture 2: Marketing and environment 18-04-2017.............................................................................12
Lecture 3: Consumption of tourism: Macro approach 21-04-2017.......................................................20
Lecture 3: Factors influencing the demand for touristic services..........................................................23
Lecture 3: Six trends for 2016 (!) 21-04-2017......................................................................................27
Lecture 4: Tourism: socio-cultural approach 01-05-2017.....................................................................28
Lecture 5: consumer relationship management 02/05/2017..................................................................38
Lecture 6: choices and decision making processes 12-05-2017............................................................44
Workshop 12-05-2017..........................................................................................................................48
Lecture 7: strategic marketing and value creation 24-05-2017.............................................................48
WORKSHOP 5: 02-06-2017................................................................................................................58
Lecture 8: Bootcamp 15-06-2017.........................................................................................................59
Learning outcomes...............................................................................................................................61
,Lecture 1: Introduction 12-4-2017
Lay out:
- General characteristics of services
o And differences with products
- Consequences for consumer research
- Consequences for marketing
Theory as a metaphor
- Theory is a way to think about reality
o To understand what we experience
o To trigger creativity and ideas
o To try and predict what will happen
- Theory is a way to look at reality
o That may prevent you from seeing what is real
o Unless you use reality to check your theory
The more theories you know the more theories you can choose which fits best in the context
o What would happen if I combine multiple concepts.
o Don’t expect answer from the theory, because it is only about explanation
Example: some naïve theories on students
- Students are in the BSc Leisure/ tourism program
o To learn as much as of leisure as possible
o Because they want a career in tourism or leisure
o To earn a BSc degree with minimal effort
o Because ‘being a student’ requires a study / because they want to postpone working
life
- Which of these (if any) is ‘true’
Possible consequences for teaching
STUDENTS WANT
- to learn as much of leisure/tourism as possible:
o Offer as much theory and material as possible
- a career in tourism or leisure:
o Offer the bare minimum to survive the first job
- to earn a BSc degree with minimal effort:
o Offer as little theory as possible and easy exams
- ‘being a student’ / postpone working life
o Make it entertaining and trigger their interest
Theory as a metaphor:
- Each different ‘theory’ on BSc students leads to:
o Understanding, prediction, ideas for teaching
- Therefore each theory may be useful
o Even if none of them are ‘true’
- And a combination of theories is even more useful
o Because it offers flexibility of ideas
- sometimes an inappropriate ‘theory’ gives the best ideas
,From last year evaluation:
It is unclear whether Ynte:
- tells a story
- gives an example
- presents the slides,
o (some students got confused during lectures)
- My answer to this:
o GOOD OBSERVATIONS: that is exactly what I do and the 4th of these observations
is most important
o If you get confused: read the papers and ask questions
Lecture 1: Tourism as Services (intro) 12-4-2017
Products and services:
Products Services
Tangible (physical, you can touch it) Intangible (not physical)
Pre-fabricated/ post-consumed Inseperable (provision= consumption)
Standardised Adaptable/ no constant quality
Can be stored and stocked Perishable (no storage; unused=lost)
Transfer of ownership (to buy= to own) No transfer of ownership
High in search attributes High in experience or credence attributes
Actually there is a continuum from pure goods to pure services. In the middle you may find.
E.g. “fast food restaurants”
Good- services continuum
Please note that even the most tangible good is bought for the service it performs
Characteristics of services (IMPORTANT)
- Intangible
o (no physical quality cues)
o Though customers may rely on derived tangibles (place, people, equipment)
- Inseparable
o Simultaneous production and consumption
o Provider, consumer and other consumers are part of the experience
- Variable/adaptable
o No constant quality
o Service is dependent on provider and consumer; tailored to demand
- Perishable
o No storage is possible; unused capacity is lost immediately
- No transfer of ownership
, o The right to use a service does not imply the right to own a service
o Services are newly created for each consumer.
Basic principles
- Tourism is not a product but a service
- Not produced but provided
- Not consumed but experienced
- Emerges during consumption
o Without tourists it does not exist
- Before we can understand the market for tourism we must understand the marketing of
services
o With some links to leisure or tourism to keep your attention
Quality of services: Conceptual
Quality of Services
- Technical quality: Outcome of the processes
o What is provided?
o What does the customer want to experience?
- Functional quality: The process itself
o You cannot create satisfaction by what is provided
o How is it provided?
o How does the customer want to experience it?
- Quality of services is difficult to evaluate because:
o Search attributes; experience attributes; credence attributes
Search- experience- credence
- Search attributes
o price, location, facilities
o can be evaluated before purchase decision is made
o used in “Search of Information”
- Experience attributes
o Comfort, functional quality
o Can be evaluated during use of product of service
o Used in “post-purchase satisfaction formation”
- Credence attributes
o Safety, authenticity
o Can NOT be evaluated by the consumer, but may be important
o Have to be believed and accepted in “good faith”
Tourism is in between in the red circle
Quality of services
- Technical quality: What is provided?
- Functional quality: How is it provided?
- Quality services is difficult to evaluate because:
Inhoud
Lecture 1: Introduction 12-4-2017..........................................................................................................2
Lecture 1: Tourism as Services (intro) 12-4-2017..................................................................................3
Lecture 1: Consumer behaviour in tourism 12-04-2017.........................................................................7
Lecture 1: Marketing of tourism: competing as a service provider 12-04-‘17........................................8
WORKSHOP session 1 (12-04-2017- Ynte van Dam).........................................................................10
Lecture 2: Marketing and environment 18-04-2017.............................................................................12
Lecture 3: Consumption of tourism: Macro approach 21-04-2017.......................................................20
Lecture 3: Factors influencing the demand for touristic services..........................................................23
Lecture 3: Six trends for 2016 (!) 21-04-2017......................................................................................27
Lecture 4: Tourism: socio-cultural approach 01-05-2017.....................................................................28
Lecture 5: consumer relationship management 02/05/2017..................................................................38
Lecture 6: choices and decision making processes 12-05-2017............................................................44
Workshop 12-05-2017..........................................................................................................................48
Lecture 7: strategic marketing and value creation 24-05-2017.............................................................48
WORKSHOP 5: 02-06-2017................................................................................................................58
Lecture 8: Bootcamp 15-06-2017.........................................................................................................59
Learning outcomes...............................................................................................................................61
,Lecture 1: Introduction 12-4-2017
Lay out:
- General characteristics of services
o And differences with products
- Consequences for consumer research
- Consequences for marketing
Theory as a metaphor
- Theory is a way to think about reality
o To understand what we experience
o To trigger creativity and ideas
o To try and predict what will happen
- Theory is a way to look at reality
o That may prevent you from seeing what is real
o Unless you use reality to check your theory
The more theories you know the more theories you can choose which fits best in the context
o What would happen if I combine multiple concepts.
o Don’t expect answer from the theory, because it is only about explanation
Example: some naïve theories on students
- Students are in the BSc Leisure/ tourism program
o To learn as much as of leisure as possible
o Because they want a career in tourism or leisure
o To earn a BSc degree with minimal effort
o Because ‘being a student’ requires a study / because they want to postpone working
life
- Which of these (if any) is ‘true’
Possible consequences for teaching
STUDENTS WANT
- to learn as much of leisure/tourism as possible:
o Offer as much theory and material as possible
- a career in tourism or leisure:
o Offer the bare minimum to survive the first job
- to earn a BSc degree with minimal effort:
o Offer as little theory as possible and easy exams
- ‘being a student’ / postpone working life
o Make it entertaining and trigger their interest
Theory as a metaphor:
- Each different ‘theory’ on BSc students leads to:
o Understanding, prediction, ideas for teaching
- Therefore each theory may be useful
o Even if none of them are ‘true’
- And a combination of theories is even more useful
o Because it offers flexibility of ideas
- sometimes an inappropriate ‘theory’ gives the best ideas
,From last year evaluation:
It is unclear whether Ynte:
- tells a story
- gives an example
- presents the slides,
o (some students got confused during lectures)
- My answer to this:
o GOOD OBSERVATIONS: that is exactly what I do and the 4th of these observations
is most important
o If you get confused: read the papers and ask questions
Lecture 1: Tourism as Services (intro) 12-4-2017
Products and services:
Products Services
Tangible (physical, you can touch it) Intangible (not physical)
Pre-fabricated/ post-consumed Inseperable (provision= consumption)
Standardised Adaptable/ no constant quality
Can be stored and stocked Perishable (no storage; unused=lost)
Transfer of ownership (to buy= to own) No transfer of ownership
High in search attributes High in experience or credence attributes
Actually there is a continuum from pure goods to pure services. In the middle you may find.
E.g. “fast food restaurants”
Good- services continuum
Please note that even the most tangible good is bought for the service it performs
Characteristics of services (IMPORTANT)
- Intangible
o (no physical quality cues)
o Though customers may rely on derived tangibles (place, people, equipment)
- Inseparable
o Simultaneous production and consumption
o Provider, consumer and other consumers are part of the experience
- Variable/adaptable
o No constant quality
o Service is dependent on provider and consumer; tailored to demand
- Perishable
o No storage is possible; unused capacity is lost immediately
- No transfer of ownership
, o The right to use a service does not imply the right to own a service
o Services are newly created for each consumer.
Basic principles
- Tourism is not a product but a service
- Not produced but provided
- Not consumed but experienced
- Emerges during consumption
o Without tourists it does not exist
- Before we can understand the market for tourism we must understand the marketing of
services
o With some links to leisure or tourism to keep your attention
Quality of services: Conceptual
Quality of Services
- Technical quality: Outcome of the processes
o What is provided?
o What does the customer want to experience?
- Functional quality: The process itself
o You cannot create satisfaction by what is provided
o How is it provided?
o How does the customer want to experience it?
- Quality of services is difficult to evaluate because:
o Search attributes; experience attributes; credence attributes
Search- experience- credence
- Search attributes
o price, location, facilities
o can be evaluated before purchase decision is made
o used in “Search of Information”
- Experience attributes
o Comfort, functional quality
o Can be evaluated during use of product of service
o Used in “post-purchase satisfaction formation”
- Credence attributes
o Safety, authenticity
o Can NOT be evaluated by the consumer, but may be important
o Have to be believed and accepted in “good faith”
Tourism is in between in the red circle
Quality of services
- Technical quality: What is provided?
- Functional quality: How is it provided?
- Quality services is difficult to evaluate because:
