All the “Turismólogos” we agree with the importance of knowing the behavior of the tourist. Either because we have our own tourism company, because we work as consultants or consultants, we participate in the management of a destination in the public administration, or to face any project, knowing the behavior of tourists constitutes a Essential tool for decision making and a starting point for strategic planning.
Now what are tourists based on to make decisions about their journey?, what do we have to consider in order to predict their behavior? Marketing and Microeconomics offer us some tools to meet you. In the beginning, we should only put ourselves in the place of the travelers and understand that the aspects to be taken into account are the following:
When we plan our trips, we first evaluate how much money we have or, in the case of more organized travelers, we plan how much money we could save for a certain amount of time in order to make the trip we dreamed. In short, travelers usually have a limited amount of money to travel.
That budget determines how far we can go, how many days we can stay in the destination, what type or category of accommodation we can afford and how many and what excursions we make. It is part of this not only the monetary income, but also the prices of the goods in the issuing center-the place of origin of the tourist, where this one has obtained his monetary income-and in the receiving center-that destination that the tourist will visit and where the gas is made To tourist-. It is necessary not to lose sight of the prices of the goods, since the purchasing power of our money varies from one destination to another. Therefore, the amount of goods and services that we can acquire with our money influences when choosing the destination, ie we will tend to choose that destination or package that offers us the most goods and services for the same amount of money.
That is why, as “Turismólogos”, knowing the estimated amount of money that the demand (ie tourists) is willing to pay is key to be able to design the product that will be offered, maximizing your experience at a fair price.
Behavior of the very important tourist
While the budget is largely influenced by the length of the trip, we must not lose sight of the tourist’s self-restricting temporary restriction that depends on the duration of the vacation period that his employment allows, and/or the winter or summer recesses in C To be a student or a teacher.
Tastes and preferences are determined by internal and external factors. internal factors can be psychological, motivational, ideas constructed from previous positive or negative experiences, degree of support in the recommendations of third parties, desires, needs, among others. External factors refer to the context in which both the tourist and the destination you are going to visit are inserted: socioeconomic, political, geographical, meteorological factors, etc.
At the time of choosing between two or more destinations or packages, the tourist, in addition to the budget and time available, will take into account their tastes and preferences. That is, the tourist will choose that destination or package that offers the necessary attributes to satisfy their need, which in economics we call “maximizing the utility”. That is, if it is a segment that tends to demand adventure tourism experiences, you will prefer a package that contains the most excursions of this type before one that offers you less risky experiences combined with days of sun and beach.
By linking preferences with budgetary restriction and economic factors, it is essential to undertake a study of the price elasticity and elasticity of consumers ‘ income. The concept of elasticity is a contribution of microeconomics that helps us to understand how sensitive the quantity demanded of a good or service is when there is a change in the income of the consumers or in the level of prices of the goods and services.
Considering the combination of all these aspects, the tourist will prioritize the available options and choose the product that maximizes the utility, ie, the one that best satisfies it. This is how, for example, the tourists of the image (from above) came to a guided tour in the Municipal Cemetery of the city of La Plata. Many people wouldn’t even think of visiting a graveyard, but for some reason they did. Perhaps to be informed about the history of the city, the Masonic symbology that it contains and the personalities that rest there, or perhaps to live the experience of traversing a graveyard. Some were hikers, other tourists. Some arrived in contingents, others in a particular way, by car or by bus. And we know what are the factors that, in a different way, have influenced these people.
It would be inefficient to make an analysis for each of the tourists who arrive at a destination or an attraction, or for each one of the guests of a hotel, because it would allocate too many resources-time and money-to know them individually. However, when it comes to a considerable number of customers or consumers, it is possible to do a mass analysis and learn more about them by grouped segments.
Each segment will comprise a group of tourists who have in common the level of income or money available for the trip, the duration of the same and their tastes and preferences. They will have in common a type of behavior. It is a hard field work in which a consistent number of consumers must be surveyed, interview key testimonies that are in contact with them, carefully observe specific situations, handle official statistics and develop Their own, developing an analytical capacity that nowadays is highly valued in the labor market in general and in the tourist sector in particular.