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.

F.A.I.T.H.

Answer 2

Kotler’s theory of consumer characteristics identifies cultural factors as a key influence on consumer behavior.

The travellers’ culture, subculture, and social class influence their travel preferences, behaviours, and choices regarding:

1. F - Food and Dining Preferences
2. A - Activities
3. I - Interaction with Local Culture
4. T -Travel Expectations and Attitudes
5. H - Holiday Choices aka Destination Preferences

Food / Activities / Interaction / Travel / Holiday

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

The perfect PRODUCT should be PROMOTED in the right PLACE at the right PRICE.

Question 5

List the four basic characteristics of tourist guide service.

Answer 5

1. Knowledgeable about the destination, including history, culture, landmarks, and local customs. (role: Educator)
2. Interpersonal Skills in communication, patience, and empathy. (role: Leader or Diplomat)
3. Flexibel to adapt to unforeseen circumstances, such as schedule changes or tourist needs.
4. Safety-Conscious: Ensuring the safety and well-being of tourists is a fundamental. (role: Defends safety)

Question 6

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

R.A.N.G.E. like in arRANGE

Answer 6

1. R - Resolve Issues like lost members or logistical hurdles to keep the tour on schedule.
2. A - Adjust Plans and inform the group during unexpected disruptions like weather or transport issues.
3. N - Navigate: the group and independently manage challenges in unfamiliar locations to keep the group on track.
4. G - Group Management: Handle conflicts or difficult members to maintain order and ensure smooth operations.
5. E - Emergency Response: Act swiftly in medical or accident emergencies, ensuring group safety and coordinating with authorities.

Resolve / Adjust / Navigate / Group / Emergency

Question 7

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

A.A.A.A.A.

Answer 7

1. A - Active Listening: Focus fully on the customer, hear their concerns without interrupting, and express empathy.
2. A - Acknowledge the complaint and demonstrate understanding of their dissatisfaction.
3. A - Apologize sincerely, regardless of fault, to show you care.
4. A - Address the complaint and collaborate on a fair solution, providing alternatives or compensation if necessary.
5. A - After/Advance a Follow Up: Check back to confirm the issue is resolved and satisfaction is achieved.

Active / Acknowledge / Apologize / Adress / Advance follow up.