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.

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. Price
3. Place
4. Promotion

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.

Answer 6

1. Handling Emergencies: In emergencies like medical issues or accidents, a guide must act quickly, make decisions, and coordinate with authorities while ensuring the group’s safety.
2. Managing Group Dynamics: A guide must handle difficult group members or conflicts independently to maintain order and keep the tour running smoothly.
3. Adapting to Changes: When unexpected issues arise, such as weather or transportation problems, the guide must adjust plans and inform the group without relying on others.
4. Navigating Unfamiliar Locations: In new or changing locations, the guide must independently make decisions to ensure the group stays on track and satisfied.
5. Problem-Solving: When issues like a lost member or logistics arise, the guide must independently resolve them 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. Listen Actively: Pay full attention to the customer, hear their complaint without interrupting, and show empathy.
2. Acknowledge the Issue: Recognize the customer’s feelings and show you understand their dissatisfaction.
3. Apologize Sincerely: To show you care, offer a genuine apology, even if the issue wasn’t your fault.
4. Find a Solution: Work with the customer for a fair and practical resolution, offering alternatives or compensation if needed.
5. Follow up: Contact the customer to ensure they are satisfied with the solution and the issue is resolved.