Module 4 - Tourist Behaviour and Cultural Characteristics

Question 1

According to Kotler’s theory of consumer characteristics, what are the four basic factors affecting the consumer behaviour of a traveller?

Answer 1

1. Cultural Factors
2. Social Factors
3. Personal Factors
4. Psychological Factors

Question 2

Explain how the cultural factor in Kotler’s theory of consumer characteristics affects the consumer behaviour of a traveller.

5 bulletpoints

Answer 2

The travellers’ culture, subculture, and social class influence their travel preferences, behaviours, and choices regarding:
1. Destination Preferences
2. Travel Activities
3. Travel Expectations and Attitudes
4. Food and Dining Preferences
5. Interaction with Local Culture

Question 3

According to the EKB model, consumers undergo a five-stage decision-making process in any purchase. List the five stages.

Answer 3

1. Problem Recognition
2. Information Search
3. Evaluation of Alternative
4. Purchase Decision
5. Post-Purchase Behavior

Question 4

Professor E. Jerome McCarthy, Michigan State University, proposed the 4Ps of marketing in 1960. What elements do the four Ps stand for?

Answer 4

1. Product
2. Promotion
3. Place
4. Price

Question 5

List the four basic characteristics of tourist guide service.

Answer 5

1. Knowledge
2. Communication Skills
3. Customer Service
4. Safety and Organization

Question 6

‘Strong independence’ is one of the job characteristics of tourist guides. Explain when a tourist guide has to demonstrate strong independence.

5 bulletpoints

Answer 6

1. Emergency Response: Act swiftly in medical or accident emergencies, ensuring group safety and coordinating with authorities.
2. Group Management: Handle conflicts or difficult members to maintain order and ensure smooth operations.
3. Adaptability: Adjust plans and inform the group during unexpected disruptions like weather or transport issues.
4. Navigational Decisions: Independently manage challenges in unfamiliar locations to keep the group on track.
5. Problem-Solving: Resolve issues like lost members or logistical hurdles to keep the tour on schedule.

Question 7

Briefly describe the five techniques a tourist guide may use to deal with customer complaints.

Answer 7

1. Active Listening: Focus fully on the customer, hear their concerns without interrupting, and express empathy.
2. Acknowledge: Validate their feelings and demonstrate understanding of their dissatisfaction.
3. Apologize: Offer a sincere apology, regardless of fault, to show you care.
4. Resolve: Collaborate on a fair solution, providing alternatives or compensation if necessary.
5. Follow Up: Check back to confirm the issue is resolved and satisfaction is achieved.