Individual processes in consuming Hospitality :Motivations

1. Individual processes in consuming Hospitality:Motivations HTM 3103 Consumer behavior in Hospitality & Tourism

2. Key themes • Aspects such as Motivations, perception, personality, learning, memory, meaning, motivation and trait theory will be discussed - How these impact on hospitality consumer decision-making • How hospitality consumers acquire, organize and interpret the messages sent by hospitality companies through ads, pricing structures, visual, and other forms of media • Finally, why do hospitality consumers behave in the way that they do? How do they interpret the world of hospitality? How do we learn and retain our understanding of hospitality consumption?

3. Motivation • Why people behave as they do? • Why do some prefer McDonald’s while others prefer Burger King • Why do some people prefer one five-star hotel brand over another?

4. Key terms in Defining motivations • Motivations • Internal and externalfactors that stimulate desire and energy in people to be continually interested in and committed to a job, role, or subject, and to exert persistent effort in attaining a goal Motivators Needs Desires Tensions Efforts to do things to reduce tensions

5. Motivation is only one of the elements that contributes to CB • We may be highly motivated to eat McDonald’s hamburger, but consumption will not occur without: • Ability : factors such as knowledge, physical ability, and resources ( Does the consumer know about McDonald’s, Are they able to get there, DO they have resources, e.g. time and money, to consume there?) • Opportunity : Is there a McDonald’s in the location? When does it open? • Motivation : Why do we want to eat McDonald’s? What wish, need or desire will we fulfill by doing so?

6. Maslow’s Hierarchy pyramid(each level of need has to be satisfied or fulfilled first before the next level comes into play) Once physiological and safety needs have been met, they are free to focus on social, psychological and self-actualization needs

7. Level 1 : Physiological needs • Demands that our bodies put on us to survive • E.g. air, water, food , etc., • The first needs that must be satisfied first before other needs are activated • Application to Hospitality • Accommodation, food and drink • Level 2 : Safety needs • Refers to safety both physiological and psychological ( e.g. familiarity and predictability) • Application to Hospitality • Accommodation, female-friendly services such as separate female-only floors in the hotel • Level 3 : Love and belongings or social • Refers to the need to feel a sense of belonging • The absence of this can lead to depression and loneliness • Application to Hospitality • Members-only clubs, Club 18-30, and other holiday companies for like-minded people

8. Level 4 : Self esteem • The need for individuals to evaluate themselves positively  the feeling of self-worthiness • Self esteem can be achieved by capability and confidence in ourselves and how others view us • Application to Hospitality • Luxury or high status goods and services such as 5-star hotel rooms, champagne, butler service • Level 5 : Self-actualization • The fulfillment of our individual potential, being everything we could be • Once this need is fulfilled, people are seen to achieved complete fulfillment • At this stage, people are motivated by truth, beauty, justice, and unity • Application to Hospitality • Hospitality educational programmes, conferences and seminars

9. Seeing 2 groups of people sitting eating within the restaurants…. • What do u think? Do both groups necessarily motivated by hunger? • It can be by hunger • It can be by using the restaurants a s a venue for business meetings • Therefore , we cannot always conclude that ‘similar’ behaviors of people have been led by same motivators

10. The number and ranges of motivators • Motivating factors in tourism can be split into • 2 groups • 1) those which motivate a person to take a holiday • 2) those which motivate a person to take a • particular holiday to a specific • destination at a particular time

11. The number and range of motivators The case for Office worker working in urban area The desires may start from: Want to take any holiday, anywhere in order to escape the monotony of their daily working life 1)Those which motivate a person to take a holiday

12. However, other motivators that would have influenced the type of holiday they would like to take might be : : desire a chance for physical exercise : desire to pursue a hobby e.g. surfing or having Italian food : wish to widen their circle of friends : wish to see a particular church or museum : desire for a relaxation 2)Those which motivate a person to take a particular holiday to a specific destination at a particular time

13. Individual joins Leisure activities for different reasons… • The Leisure Motivation Scale ( by Beard and Raghob, 1983) classified Leisure Motivators into 4 types • The intellectual component – components which • assess the extent to which individuals are motivated to engage to leisure activities • this involve mental activities e.g. learning, exploring, discovery, thought or imagery  Examples: Educational • trip to UK, Business Seminar, visiting museums & art galleries, joining the cooking class, visiting library

14. 2) The social component - Component which assesses the extent to which Individuals are motivated to join leisure activities by social activities for social reasons, due to 2.1 the need for friendship and interpersonal relationship 2.2 the need for the esteem of others E.g. joining the club, joining the group tour (to know new friends), joining the wedding/ proms , joining the birthday party

15. 3)The competence-mastery component • - Component which assesses the extent to which Individuals are motivated to join leisure activities by physical activities to achieve, master, challenge, and compete. • E.g. Car-racing, walk rally trip, rock-climbing to The Everest, Drinking Competition • 4)The stimulus-avoidance component • - Component which assesses the desire to escape and get away from over-stimulating life situations • - To avoid social contact, to seek solitude and calm conditions, to rest • E.g. An escape to the private/unseen island alone

16. Can you think of any trip that was most impressed you? - where? - when? - why? - with whom?

17. A Typology of Motivators in Tourism • Physical • Relaxation • Suntan • Exercise & health • sex • Emotional • Nostalgia • Romance • Adventure • Escapism • Fantasy • Spiritual fulfillment Cultural -Sightseeing -Experience new cultures Tourist • Personal • Visiting friends & relatives • Make new friends • Need to satisfy others • Search for economy if on limited income Status -Exclusivity -Fashionability -obtaining a good deal Ostentalious spending opportunities • Personal development • Increasing knowledge • Learning a new skill

18. Work in pairs and think of the most suitable destinations that can applied for each type of motivators: • Physical • Emotional • Personal • Personal development • Status • cultural

19. Main factors which determine individual tourists’ motivations are.. • Motivators and the individual tourist • Personality • gregarious vs loner • adventurous vs cautious • confident vs timid • Lifestyle • fashionable • health concern • live alone & want to make new friends • enjoy partying

20. Motivators and the individual tourist • Their past experience as a tourist (+,-) • Their past life e.g. nostalgia  where they took their honeymoon • Their perception of their own strength & weakness • Their wish to be viewed

21. Motivators change overtime in response to personal circumstances including: • Having a child or meeting new partner • An increase or reduction in income • Worsening health • Changing expectations or experiences • as a tourist

22. Multiple motivations & Shared Motivators • Multiple Motivations • E.g. The case for office worker working in • urban area • (remember?...The desires may starts from : • Wants to take any holiday, anywhere to escape the • monotony of their daily working life) • However, other motivators that would have influenced the type • of holiday they would like to take might be : • : desire a chance for physical exercise • : desire to pursue a hobby e.g. surfing or having Italian food • : wish to widen their circle of friends • : wish to see a particular church or museum • : desire for a relaxation

23. POINTS: Most people ‘s holidays represent a compromise between their multiple motivators A holiday is purchased to ensure al of the motivators can be at least partly satisfied

24. Multiple motivations & Shared Motivators • Shared Motivators – motivations of a person may be different depending on which group he/she is intending to holiday with • E.g. A married woman • who have 2 young children • a member of a women’s football team • a churchgoer • Points : Who we take the holiday with • has an influence over the factors which influence our decisions

25. A compromise among those in a group which is traveling together.. • It is rare for every member of holiday party to share the same motivators  these differences account for much of the • stressful side of holiday-making • Therefore, many trips represent a compromise among those • in a group which is travelling together, whereby: • The views of a dominant member may prevail ( most influenced) • Each member will go their own way for at least part of a time • The group will stay together but each member will be allowed to choose what they will all do on one or two days

26. Motivators are also vary between market segments… • Motivators and different market segments • Segmentation based on demographic criteria • young group -tends to drink heavily, party, relax, make friends, e.g. activity-based holidays • elderly group –tends to prefer sedate ( relax) activities, almost obsessed by nostalgia , • e.g. restful destinations with sightseeing opportunities • parents -tends to preoccupied with the need to keep their children happy, spend time together with partners & escape from their parental responsibilities

27. Motivators are also vary between market segments… • Highly educated person  Natured based destinations or cultural activities (e.g., music, fashion, language, dance, festivals, religion, arts and crafts) • Lower educational attainment person  try new & unfamiliar & different activities • Lower income person  A chance to get away , Activities that built up their self confidence • Higher income person  Intellectually stimulating holiday, the chance to increase their knowledge

28. Motivators and gender • Ryan (1995) noted that women placed rather more value on trying to use a holiday to: • avoid daily hustle and bustle • relax physically • relax emotionally • E.g. shopping, joining a day spa • While Men tend to : • join events, exhibitions • Sporting activities • Exciting & challenging activities , to be recognized , • to increase his self-esteem • E.g. join golf competition, car-racing, • joining trade shows,joiningMotor show

29. National and cultural differences • Some great similarity between groups of countries • Northern European & USA - Suntan  beach • India & S/E Asia - Escape from the intense heat  indoor activities • Some motivators are UNIVERSAL, although at the end of the day, actual behavior will be influenced by the nationality and the culture of tourist • Universal motivations • Nostalgia • Romance • Sight seeing • Spiritual fulfillment

30. Some Motivators are closely associated with different types of Tourism products… • Motivators and different types of tourism product • Theme park - a search for an excitement, risk • & adventure, escapism, status (If it has the ‘best’ white knuckle ride) • Museum - Learn something new, nostalgia, • status • Art gallery - Aesthetic pleasure, relaxation, • pursue special interest in art, status • Leisure shopping complex - Escapism, search • for a bargain, status • Golf course - Exercise, Make friends, status

31. Motivators and the timing of purchase decisions • Last-minute booking (7days in advance) • - bargain price • - surprise a partner • Many months in advance • - visit a famous annual events • - enjoy the pleasure of looking forward in anticipation to the holiday