Consumer Behaviour in Tourism

501 Pages·2020·5.928 MB·English

by  Susan Horner, John Swarbrooke

Consumer Behaviour
in Tourism
Now fully revised and updated, the fourth edition of this bestselling text provides stu-
dents with a vital understanding of the nature of tourism and contemporary tourist be-
haviour. It also shows them how this knowledge can be used to manage and market
tourism effectively in a variety of sectors of tourism including tour operations, hospital-
ity, visitor attractions, transport, retail travel, cruising and airlines.
This fourth edition has been updated to include:
• new material on the impact of Information Communication Technologies (ICT) de-
velopments in tourism including social media, AR and VR, the links between climate
change, sustainability and tourist behaviour, and the impact of crises and natural
disasters on tourism and the cruise industry
• thirty brand new international case studies about topical issues such as Airbnb, travel
blogs, overtourism, Covid-19, the flight-shaming movement, wellness tourism,
hunting and tourism, terrorism, dark tourism, the solo traveller, volunteer tourism,
second home ownership, music festivals, pilgrimage tourism, film- and TV-induced
tourism, and tourism in Antarctica
• new online resources including PowerPoint slides and a case archive.
Each chapter features conclusions, discussion points, essay questions and exercises to help
tutors direct student-centred learning and allow students to check their understanding of
what they have read. This book is an invaluable resource for students studying tourism.
Susan Horner was formerly Associate Professor of Hospitality, Tourism and Events Man-
agement at Plymouth University, UK. She previously lectured at Bournemouth Univer-
sity, César Ritz Colleges, Switzerland, and Sheffield Hallam University.
John Swarbrooke was formerly Professor of Tourism at the University of Plymouth, Head
of Tourism, Hospitality and Events at Manchester Metropolitan University, Academic Di-
rector of César Ritz Colleges, Switzerland, and Director of the Centre for International
Tourism Research at Sheffield Hallam University.

Consumer Behaviour
in Tourism
Fourth Edition
Susan Horner and
John Swarbrooke
Fourth edition published 2021
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
and by Routledge
52 Vanderbilt Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2021 Susan Horner and John Swarbrooke
The right of Susan Horner and John Swarbrooke to be identified as authors of
this work has been asserted by them in accordance with sections 77 and 78 of
the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
utilised in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in any
information storage or retrieval system, without permission in writing from the
publishers.
Trademark notice: Product or corporate names may be trademarks or registered
trademarks, and are used only for identification and explanation without intent
to infringe.
First edition published by Butterworth-Heinemann 1999
Third edition published by Routledge 2016
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Horner, Susan, 1956– author. | Swarbrooke, John, author.
Title: Consumer behaviour in tourism / Susan Horner and John Swarbrooke.
Description: Fourth edition. | Abingdon, Oxon; New York, NY: Routledge, 2021. |
First and second editions entered under: Swarbrooke, John. |
Includes bibliographical references and index.
Identifiers: LCCN 2020031780 (print) | LCCN 6502020031781 (ebook)
Subjects: LCSH: Consumer behavior. | Tourism.
Classification: LCC G155.A1 S88 2021 (print) |
LCC G155.A1 (ebook) | DDC 910.68/8—dc23
LC record available at https://lccn.loc.gov/2020031780
LC ebook record available at https://lccn.loc.gov/2020031781
ISBN: 978-0-367-49563-3 (hbk)
ISBN: 978-0-367-49559-6 (pbk)
ISBN: 978-1-003-04672-1 (ebk)
Typeset in ITC Stone Serif
by codeMantra
Visit the eResources: www.routledge.com/9780367495596
Contents
List of figures vii
List of tables ix
List of cases x
Preface to the fourth edition xi
Acknowledgements xiv
About the authors xv
PART I Context 1
1 Introduction 3
2 The history of tourist behaviour 15
3 The main concepts and models in tourist behaviour 51
PART II The purchase-decision process 71
4 Motivators 73
5 Determinants 99
6 Models of the purchase decision-making process 111
PART III Typologies of tourist behaviour 129
7 Typologies of tourist behaviour and segmentation
of the tourism market 131
PART IV Tourism demand and markets 157
8 The global pattern of tourism demand 159
v
Contents
9 National differences: domestic, inbound and outbound
tourism markets 175
10 The nature of demand in different segments of
the tourism market 207
11 Consumer behaviour and purchase experiences in the
different sectors of tourism 233
PART V Consumer behaviour and marketing 259
12 Researching tourist behaviour: marketing research 261
13 The marketing mix and tourist behaviour 281
PART VI Topical issues in tourist behaviour 299
14 Climate change, sustainability and tourist behaviour 301
15 Man- made crises, natural disasters and tourist behaviour 345
16 The role of information and communication technologies
in tourism 373
17 Tourists buy experiences not products 397
18 The cruise market 425
PART VII Conclusions and the future 449
19 Conclusions and the future of consumer behaviour
in tourism 451
Glossary of terms 475
Index 481
vi
Figures
1.1 Examples of the blurring of tourism, leisure and hospitality organisations 5
1.2 A summary of the steps involved in the marketing planning process 9
1.3 The marketing planning process and the usefulness of an understanding
of consumer behaviour 9
3.1 A linear model of the tourism decision-making process 54
3.2 Travel-buying behaviour 54
3.3 Consumer decision-making framework 54
3.4 A stimulus-response model of buyer behaviour 55
3.5 Travel behaviour or tourist behaviour 56
3.6 Characteristics of tourism 57
4.1 A typology of motivators in tourism 74
4.2 Major motivators and different types of visitor attractions 80
4.3 The scope of film- and TV-induced tourism 84
4.4 The scope of ‘dark tourism’ 92
5.1 Personal determinants of tourist behaviour 100
5.2 External determinants of tourist behaviour 101
5.3 The scope of travel magazines in the UK market 106
6.1 Spectrum of buyer behaviour characteristics – goods or services 113
6.2 The complexity of consumer behaviour in tourism: the demand side 113
6.3 Decisions involved in choosing a holiday 116
6.4 Factors influencing the holiday decision 116
6.5 A simple typology of music festivals 123
7.1 The family life cycle and visitor attractions 143
7.2 Different forms of behaviouristic segmentation 145
8.1 Factors shaping the development of tourism 161
8.2 Influences and determinants 161
9.1 Suggested relative levels of domestic, inbound and outbound tourism
in ten selected countries 184
10.1 Typologies of wellness tourism 222
11.1 The sectors of tourism 234
11.2 Different potential uses of Crete as a destination 238
11.3 Differences in consumer behaviour between business and leisure tourists 240
11.4 A typology of safari experiences in Africa 245
11.5 Basic typologies of art museums 253
12.1 Key issues in customer satisfaction 264
12.2 Main weaknesses in consumer behaviour research in tourism 265
vii
Figures
12.3 Medallia designs Hilton Hotels Corporation guest satisfaction survey 267
12.4 Tomorrow’s t ourist – Kate 269
12.5 The United Nations World Tourism Organization 271
13.1 Positioning map of the UK hospitality industry prior to the
development of the budget market 282
13.2 The importance of a strong brand name on consumer choice for a fully
inclusive tour 283
13.3 The use of branding to appeal to international consumers in tourism 284
13.4 The relationship of price to consumer perception of quality for a
major airline 285
13.5 The ways in which price is used in tourism to influence
consumer behaviour 285
13.6 The function of the retail travel agent 286
13.7 The distribution channels for airline seats 287
13.8 Methods of marketing communication 288
13.9 The definitions and aims of the main types of marketing
communication in relation to consumer behaviour 289
15.1 A simple typology of human- made crises and natural disasters that
affect tourism 346
15.2 The characteristics of crises and natural disasters which affect their
impact on tourism 350
15.3 A continuum of tourist responses to crises and natural disasters 354
15.4 Different attitudes of tourists towards terrorism in tourist destinations 368
16.1 Use of ICT by tourists at different stages in the vacation experience 378
17.1 The quality jigsaw 399
17.2 The tourist satisfaction process 408
17.3 Sources of stress for tourists 411
17.4 Typologies of hunting tourism 421
18.1 Product developments in the cruise sector during 1980– 2020 430
19.1 Factors influencing the recovery of the tourism market after the
C ovid-1 9 pandemic 458
19.2 Factors influencing future developments in consumer behaviour
in tourism 460
viii
Tables
2.1 Total number of tourists landing in Antarctica from 1992–93 to 2018–19 46
2.2 Nationalities of visitors who landed in Antarctica during 2010–11 and
2018–19 as a percentage of total number of visitors 47
4.1 Numbers of pilgrims at selected sacred sites and the religious affiliation
of the site 89
6.1 The music festivals with the highest attendance worldwide 124
8.1 Gross domestic product (GDP) in $US per capita for selected countries
in 2019 163
8.2 WTO tourism 2030 vision: forecast of inbound tourism, world by
regions (market share %) 167
8.3 Numbers of domestic, outbound and inbound tourists in five countries
in 2018 170
8.4 Domestic tourism trips during 2014, 2016 and 2018 in selected
countries (in thousands) 171
8.5 Domestic tourism trips per head of population in selected countries, 2018 172
9.1 Actual and forecast of tourist arrivals in millions by region 176
9.2 Tourism statistics: the USA 178
9.3 Tourism statistics: Germany 179
9.4 Tourism statistics: Japan 180
9.5 Tourism statistics: the UK 181
9.6 Tourism statistics: France 181
9.7 Tourism statistics: Spain 182
9.8 Tourism statistics: China 183
9.9 Foreign visitor arrivals in Iceland from 1949 to 2019 196
9.10 The main characteristics of visits to Iceland by nationality 198
9.11 International visitor arrivals and expenditure by country of origin, 2019 201
11.1 The ten most visited art museums in the world in 2019 252
11.2 The ten most visited art exhibitions at museums in 2019 254
15.1 Selected terrorist attacks in which tourists were the main or a major
target during 1 980–2 019 366
15.2 International tourist arrivals in selected countries before and after major
terrorist attacks 370
16.1 Airbnb statistics for selected cities during 2017– 19 393
18.1 The growth of the cruise market during 1970– 2019 435
ix