Hierarchical model of tourism demand

1. Hierarchical model of tourism demand

Tourism should be redefined, and it is a multi-level, multi-concept and multi-angle definition. Although there are poor tours, rich tours, group tours, free travel and new tours. And holiday tourism, pilgrimage tourism, retirement tourism, honeymoon tourism, memorial tourism, etc. Whether it can meet the individual needs of people now, such as cultural tour, food tour, root-seeking tour, study tour, slow tour, hiking tour for the elderly, convalescent tour, etc. Not just sightseeing, but also urban planning and transportation. How much preparation have we made in the face of the old-age tourism market, the new trend of youth tourism and the new trend of tourism consumption?

2. What are the travel modes?

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3. Hierarchy theory of tourism demand

Factors affecting tourism demand

First, objective factors.

(1) Sufficient disposable income

1. Disposable income: income after deducting all taxes.

2. Disposable income: residual income after deducting all taxes and social consumption (such as health life insurance prepayment, pension and unemployment allowance, etc.). ).), and daily necessities (clothing, food, shelter, transportation, etc.). ).

(2) Sufficient leisure time

1. Daily leisure

2. Leisure every week

3. Public holidays

4. paid holidays

(3) Other objective factors.

1. Social conditions of the destination country: political and economic system, political environment, social security, etc.

2. Accessibility: time and space distance, entry visa, traffic conditions, etc.

3. Personal factors of tourists: age, gender, race, education level, physical condition, etc.

4. Family structure: Families with babies under 4 years old are unlikely to travel abroad.

Second, the subjective factor-tourism motivation

(A) the definition of tourism motivation

Motivation: a subjective factor that urges people to act.

The internal factors that push a person to travel.

(B) tourism motivation and personal needs

1. The need for respect and self-realization.

(1) physiological needs. In order to survive, we need the necessary basic living conditions. Such as hunger, thirst, warmth and cold, lead to the need for food, clothing and shelter.

(2) Safety requirements. Refers to the need to maintain personal safety and health.

The first two belong to physiological and material needs.

(3) Love or social needs. The need to participate in social interaction and gain social recognition and sense of belonging.

(4) the need to be respected. It refers to the need to be respected in social activities and gain certain social status, honor and power. Being alone at home, you need to take care of yourself. As a tourist, you can enjoy the feeling of being respected when someone has been serving you.

(5) the need for self-realization. Give full play to your abilities and realize your ideals and ambitions. Some people go sightseeing in order to realize their ambitions or seek self-development, get information or inspiration from them and seek development opportunities. Such as study tours, conference tours, etc.; For example, driving or hiking around the country, the world, crossing a continent, etc. In order to show their achievements, realize a kind of self-worth, and attract people's attention.

The latter three are psychological and spiritual needs.

The higher the demand level, the fewer people will get help. Therefore, it is still difficult to analyze the motives of modern mass tourists only by Maslow's hierarchy of needs theory.

2. Other requirements

1) The need to explore freshness and novelty. Everyone is curious.

2) The need to escape the tense reality and adjust the rhythm of body and mind. In modern society, fierce competition and accelerated pace of life make people in a state of high tension all the year round. Problems such as crowded population, noisy traffic and air pollution caused by industrialization and urbanization are becoming more and more serious. Therefore, people generally hope that if possible, they can temporarily avoid such an environment and stay in a place with elegant environment and fresh air for a period of time to adjust their physical and mental rhythms, restore fatigue and relax their nerves.

Tourism motivation may come from one of the above needs, or from two or more of them.

4. Analysis of tourism level

According to the tourism career ladder theory of Australian tourism psychologist Philip Pierce, the highest level of tourism demand is self-development and seeking spiritual experience.

5. Proposer of hierarchical model of tourism demand.

Rich knowledge is the premise of doing a good job as a tour guide. The knowledge required by tour guides mainly includes: language knowledge (including Chinese language and literature knowledge and foreign language knowledge); Historical and cultural knowledge (including history, geography, nationality, customs, local customs, literature and art, architecture and gardens, etc.). ).); Policies and regulations, psychology, aesthetics, society, international knowledge, common sense of tourism, etc.

6. What are the levels of tourism demand?

Tourism image elements

Tourism image also includes these three aspects.

1. comprehensiveness of tourism image content

(1) Multi-level content. Regional tourism image can be divided into material representation and social representation. Appearance design, environmental atmosphere, service quality, landscaping, geographical location, etc. The main content of the material performance; Social representation includes talent reserve, technical strength, work efficiency, welfare, public-private relations, management level, principles and policies, etc. In social representation, the relationship between tourist areas and the public is an important factor, and coordinating the relationship between them is an effective way to shape a good image.

All kinds of psychological feelings. Influenced by many factors such as each tourist's cultural background, the way and sufficiency of obtaining tourism information, tourism experience and tourism preference, they will have different perceptions of the same tourist destination and form their own psychological images. However, for tourism planning and tourism destinations, the type of public or public image formed by a large number of individual images is meaningful, so it is worth grasping people's * * * to make people have similar views on tourist areas.

Stability of tourism image

Once the image of a tourist area is formed, it will create an impression in the minds of tourists. Generally speaking, the cumulative image of this impression is relatively stable. Its essence is that the unique cultural connotation of a certain tourist destination is recognized by the stability of a certain market, which makes the tourist destination become the recognized area of this kind of market.

3. Plasticity of tourism image

Gann believes that in addition to personal travel experience, the local image can be formed through a long-term socialization process, which helps tourists form their image through promotion, advertising and public relations activities in tourist destinations. In fact, the pre-sale nature of tourism determines that tourists can be induced through the screening and transmission of tourist destination information, especially for emerging tourist destinations. The plasticity of tourist destination image shows that we must attach great importance to and scientifically shape tourist destinations.

7. Does tourism need a hierarchical model?

1. Provide a large number of employment opportunities and absorb rural surplus labor. As a labor-intensive and service-oriented tertiary industry, tourism has the characteristics of low employment threshold, large quantity and little influence by economic recession, which makes the region have great population pressure and employment pressure. According to experts' calculations, for every $30,000 increase in tourism revenue in developed countries, 1 direct employment opportunities and 2.5 indirect employment opportunities can be increased; Every $30,000 increase in tourism revenue in third world countries will increase two direct employment opportunities and five indirect employment opportunities.

2. Increase foreign exchange income. Tourism not only attracts domestic tourists, but also attracts a large number of overseas tourists, which has become an important way to earn foreign exchange and played a great role in increasing foreign exchange reserves, making up the trade deficit and balancing the international balance of payments. Therefore, it is extremely important to increase foreign exchange reserves by vigorously developing tourism, which will improve China's economic strength and the country's international payment ability. 1995, the profit of Tibet's international tourism in the United States reached 25.98 million yuan, exceeding the sum of the profits of industry, construction and transportation.

3. Promote the development of related industries. The development of tourism not only provides many direct employment opportunities, but also stimulates the development of related industries and provides many indirect employment opportunities. According to the information published by the World Tourism Organization, for every direct income of tourism 1 yuan, related industries can increase 4.3 yuan. Because tourism itself contains six elements of food, accommodation, transportation, shopping and entertainment, on the one hand, it brings tourists to transportation, hotels, catering services and commercial outlets, on the other hand, it also drives and affects the development of textiles, construction, processing and manufacturing, post and telecommunications, real estate, finance and insurance, culture and sports and other industries. And play the role of an industry driving all industries. At the same time, tourism has also increased the demand for agricultural products, so that agricultural products can skip the problem of poor purchase and sale system and directly face consumers, thus promoting the adjustment of industrial structure.

4. Promote reform and opening up and expand international exchanges. Tourism attracts many foreign tourists, who learn about the history, culture, customs, construction achievements, policies and regulations of various places through tourism activities. Therefore, tourism objectively promotes opening to the outside world and creates opportunities for attracting external funds and foreign trade. At the same time, compared with industry and mining, tourism has no consumption of raw materials and resources can be used continuously. It is a smokeless industry and has inherent consistency with environmental protection. In addition, tourism can also play an economic supporting role in environmental protection, and tourism income increases the funds for maintaining and beautifying the environment. In order to protect ecological advantages and reduce the pressure of natural environment, developing tourism is a very effective method.

5. Promote the development and protection of national culture. Tourism is an economic and cultural industry. Through tourism, national culture has produced obvious economic and social benefits, which makes local residents realize the value of history and culture, enhances their sense of pride, and urges the nation to consciously protect, inherit and carry forward national culture. At the same time, relevant government departments will actively and deeply explore, preserve, restore and publicize national culture in the development of rural tourism. Therefore, the development of tourism can promote non-renewable historical and cultural heritage.

6. Promote the construction of civilization. Tourism is a high-level consumption activity, which not only meets people's cultural and spiritual needs, but also becomes the best combination of material civilization and spiritual civilization. On the one hand, tourists can enhance their national pride and patriotism by enjoying the beautiful mountains and rivers, folk customs and historical sites in these areas. On the other hand, tourists bring new ideas, new lifestyles, new information and new thinking to local residents, broaden their horizons and promote the improvement of their material living standards and spiritual civilization. In addition, the high demand of tourism for cultural level can stimulate local residents' enthusiasm for consciously learning cultural knowledge and effectively improve their cultural quality.

7. Promoted scientific, technological and cultural exchanges. In the era of knowledge economy, people have promoted the spread of various cultures, academic information and advanced scientific and technological achievements through tourism, especially international tourism. Most tourists come from foreign countries or developed areas in China, which will inevitably promote scientific and cultural exchanges between the local and other places.

8. There are several modes of tourism demand. What are their characteristics?

The total demand-total supply model (AD-AS model) refers to the combination of total demand and total supply on a coordinate map, which is used to explain the decision of national income and price level, investigate the reasons for price changes and how social economy can achieve the balance between total demand and total supply.

After the total demand-total supply model, the mainstream school of Keynes-neoclassical comprehensive school is a tool to analyze the determination of national income. Based on Keynes's income and expenditure model and Hicks' IS-LM model, this model further combines aggregate demand and aggregate supply to explain the national income decision and related economic phenomena. It is a supplement and amendment to the first two models, which only emphasize the one-sidedness of O.

9. Tourism needs a hierarchical model.

Concept 1: Americans' demand for tourism products meets their desire to travel abroad. Divided into: (1) effective or realistic tourism demand; (2) Binding tourism demand (binding tourism demand can be divided into potential tourism demand and delayed tourism demand). Concept 2: refers to the number of tourism products that tourists are willing and able to buy in a certain currency within a certain period of time. In short, it is the demand of tourists for tourism products. The meaning of tourism demand can be understood and grasped from the following levels: (1) tourism demand indicates tourists' desire to buy tourism products; (2) Tourism demand is the purchasing power of tourism products expressed by tourists; (3) Tourism demand is an effective demand in the tourism market.

10. Five-level theory of tourism products

Tourism products are the combination of tourist attractions and services provided by tourists through the development and utilization of tourism resources. The elements of tourism products mainly include tourist attractions, tourist facilities, accessibility and tourism services. Tourism products have the following characteristics: (1) comprehensiveness From the perspective of tourists, the tourism products of a tourist destination are a whole product, which is the sum of facilities and services provided by various tourism enterprises to meet the various needs of tourists. When most tourists go to a destination to make a purchase decision, they consider not only one service or product, but a combination of multiple services or products. For example, a holiday tourist should consider a series of facilities and services such as accommodation, transportation and catering. Instead, choose the sightseeing spots or scenic spots of the holiday destination. In this sense, tourism product is a comprehensive group product or collective product. Some foreign economists say that tourism is a synthesis of all industries. This statement makes sense. Tourism covers a wider range than any economic sector. The mistake of any department (that is, a link) will lead to the unsalable sales of the whole product. (2) Intangible tourism products are facilities and services provided by various tourism enterprises for tourists. The intangible part plays a leading role in tourism products. The quality and value of products are the impressions and feelings that consumers evaluate and measure. (3) After the non-circulating tourism products enter the circulation field, their commodities are still fixed in the original position. Tourists can only go to places where tourism products are produced for consumption. On the one hand, it supplements and perfects the traditional international trade theory, and it is also an important factor for transportation to realize tourism activities. On the other hand, after tourists buy tourism products, this commercial transaction does not transfer ownership, but only the right to use. (4) After tourists purchase tourism products, tourism enterprises will only deliver the right to use related products within the specified time. Once the buyer fails to use it on time, he must buy it again and bear the losses caused to the seller. As far as tourism enterprises are concerned, the utility of tourism products cannot be accumulated to the later sales. With the passage of time, its value will naturally disappear and never exist. Because when a new day comes, it will show new value. Therefore, the utility and value of tourism products are not only fixed in place, but also fixed in time. Therefore, tourism products show the characteristics of strong timeliness. (5) Tourism products with synchronous production and consumption are generally produced and delivered when tourists come to the production place. The completion of services requires the participation of producers and consumers. In this sense, the production and consumption of tourism products occurred at the same time and place. At the same time, the process of tourists consuming tourism products is also the process of tourism enterprises producing and delivering tourism products. The synchronization or inseparability of production and consumption is an important feature of tourism product marketing. (VI) Great demand elasticity and strong substitutability Due to various factors, the demand for tourism products in the tourism market is very elastic. In the tourism market, there are off-season, off-season and peak season, which leads to great demand elasticity of tourism products. Tourism products have two meanings: first, although tourism is a necessary life for people, it is not like necessities such as food and clothes, but a high-level consumption. At present, tourism is still a luxury in China. If you want to travel, you have to give up another demand. The second floor means that tourists can choose their own travel routes, destinations, restaurants and transportation. (7) After-effect tourists can make a comprehensive and accurate evaluation of the quality of tourism products only after the consumption process is completed. Tourists' understanding of the quality of tourism products is the result of interaction between expected quality and experience quality. Expectation is that tourists evaluate the quality of tourism products according to all kinds of information about tourism products before actually buying them.

If the expected quality is higher than the actual experience quality, customers will be dissatisfied, and they will win T repeated purchases, which will lead to adverse oral publicity for enterprises. Therefore, tourism enterprises cannot regard the completion of face-to-face service to tourists as the end of the whole sales activity. (VIII) Vulnerability The fragility of tourism products means that the realization of the value of tourism products is influenced and restricted by many factors. This is determined by the comprehensive, intangible and non-storable characteristics of tourism products. A certain proportion of quality and quantity must be maintained among the components of tourism products, and the departments or industries that provide the products of each component must also develop harmoniously, otherwise it will have a negative impact on the overall tourism products. In addition, various external factors such as nature, politics, economy and society will also affect the supply and demand of tourism products, thus affecting the realization of the value of tourism products.