True/False
Indicate whether the sentence or statement is true or
false.
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1.
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Motivations are the inner drives that cause people to take action to satisfy their
needs.
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2.
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Krippendorf suggested that travel is motivated more by wanting to go and see something
than wanting to get away from something.
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3.
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Gender
segmentation, while useful in marketing clothing, hair care, and magazines, has very limited use in
hospitality and tourism.
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4.
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Less
than one quarter of Canadians who are connected to the Internet actually use it for travel
information and planning.
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5.
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The
behaviour of business travellers is pretty much the same as that of leisure travellers.
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Multiple Choice
Identify the letter of the choice that best
completes the statement or answers the question.
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1.
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The
international backpacker a. | tends to spend more overall than other tourism
segments. | b. | often has a
greater financial impact on local economies. | c. | is getting older, in terms of average
age. | d. | All of the
above. | | |
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2.
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Customer satisfaction is the cornerstone of marketing theory, marketers must therefore
understand a. | consumer
demographics, consumer incomes, and consumer preferences. | b. | consumer motivations, consumer typologies, and the consumer
purchasing process. | c. | consumer genders, consumer age groups, and consumer
incomes. | d. | consumer
television viewing and newspaper reading habits, consumer preferences, and consumer
incomes. | | |
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3.
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It has
been argued that there are only two basic factors that make a person want to travel. These two
factors are: a. | push (what makes
one want to travel), and pull (what affects where one travels) | b. | attitudes (such as a desire to explore), and perceptions
(such as travel being good for one’s mental health | c. | cultural (such as learning about other cultures) and
sociological (such as providing a boost to the economy of less fortunate
countries) | d. | escapism (the need
to get away from life’s stresses) and self-indulgence (a desire to “let
loose”) | | |
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4.
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Perceptual mapping is a technique that a. | attempts to map a consumer’s desire to travel to a
destination, and their willingness to pay. | b. | examines perceived importance and actual
performance. | c. | explains
differences in beliefs and attitudes. | d. | helps to explain differences between cultures, such as
Canadian and German. | | |
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5.
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In
2002, an international team of anthropologists gathered data from a global sample of travellers and
found, among other things, that consumers a. | see travel as a burden. | b. | want control over, consistent service with, and joy from,
their travel. | c. | are demanding
increasingly higher levels of service for lower prices. | d. | are avoiding high-risk destinations, such as New York City,
in favour of low-key destinations such as rural America. | | |
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6.
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In this
same 2002 study, the main source of distress was in the a. | act of researching the trip prior to making a
decision. | b. | service provided
at the destination. | c. | unwelcome “surprises” encountered at the
destination. | d. | travel
mode. | | |
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7.
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Psychographics describe people’s a. | social class and attitudes. | b. | perceptions and beliefs. | c. | activities, interests, and
opinions. | d. | education,
occupation, and family prestige. | | |
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8.
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The
World Tourism Organization (WTO) has noted a trend towards a. | “volunteer vacations”. | b. | a philosophy of “doing well while doing
good”. | c. | niche markets such
as ecotourism, cultural tourism, and educational tourism. | d. | All of the above. | | |
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9.
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Plog’s allocentric/psychocentric model a. | explains approximately 90% of the reasons why tourists
chose any given destination. | b. | is interesting but not terribly useful because travellers
have different motivations on different occasions. | c. | helps to explain why most tourists want
“low-energy” vacations. | d. | works well with resort destinations, but not very well with
city destinations. | | |
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10.
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In
2001, Travel Alberta undertook a study to segment tourists by their decision-making bahaviour.
The study found that a. | word-of-mouth was the most effective means of communicating
with the young urban outdoor market. | b. | one identifiable cluster, the indoor leisure traveller
market, was predominantly female. | c. | there is a group of travellers who generally only travel
during good weather. | d. | All of the above. | | |
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11.
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Among
the emerging trends in consumer travel today are a a. | desire for the ultimate in
self-indulgence. | b. | move away from environmental
concerns. | c. | move towards
choosing an experience first and a destination second. | d. | dramatic rise in travel to
Africa. | | |
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12.
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Business travellers are significantly different from leisure travellers. It is
known, for example, that a. | business travellers’ needs and wants from an airline
differ depending on whether they are inbound for business, or outbound for
work. | b. | business
travellers perceive their work-related travel to be a perk. | c. | frequent short trips away from home are less damaging to a
business-traveller’s personal life than infrequent long trips. | d. | almost 10% of frequent business travellers on airlines are
women and their preferences are very similar to their male counterparts. | | |
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Matching
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a. | allocentrics | i. | lifestyle analysis | b. | beliefs | j. | Maslow’s hierarchy of needs | c. | consumer attitudes | k. | needs | d. | consumer behaviour analysis | l. | perceptual mapping | e. | culture | m. | psychocentrics | f. | family life cycle | n. | reference groups | g. | learning and enrichment
travel | o. | social class | h. | life cycle model | p. | VALS | | | | |
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1.
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the
study of why people buy the products they do and how they make decisions
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2.
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the
gaps between what customers have and what they would like to have, seen as the force that arouses
motivated behaviour
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3.
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human
needs are arranged in a hierarchy, from the most pressing to the least pressing. These needs
in order of importance are physiological needs, safety needs, social needs, esteem needs, and
self-actualization needs.
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4.
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the
thoughts that people have about most aspects of their life
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5.
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technique used to identify the relationship between the level of perceived importance
of certain aspects of a product on the part of the tourist and the actual performance on the part of
the supplier
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6.
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a
consumer’s enduring favourable or unfavourable cognitive evaluations, emotional feelings, and
action tendencies toward some object or idea
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7.
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the
position one occupies within society, determined by such factors as income, wealth, education,
occupation, family prestige, value of home, and neighbourhood
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8.
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examines at the way people allocate time, energy, and money
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9.
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a
typology framework that divides the population into eight lifestyle groups, defined according to
factors such as self-image, aspirations, values, and products used.
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10.
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the
stages through which families might pass as they mature
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11.
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suggests that travel patterns and destinations vary as people move through their life
cycle
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12.
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groups
that have a direct (face-to-face) or indirect influence on a person’s attitude or
behaviour
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13.
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travellers who prefer exotic destinations, unstructured vacations rather than packaged
tours, and more involvement with local cultures
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14.
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travellers who prefer familiar destinations, packaged tours, and “touristy”
areas
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15.
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refers
to vacations that provide opportunities for authentic, hands-on, or interactive learning
experiences
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16.
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the
norms, beliefs, and rituals that are unique to each person
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