Consumer Behaviour In Tourism 2nd Edition John Swarbrooke & Susan Horner - Solutions

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What did Gerald Zaltman say about emotions and rationality?What role does the unconscious play in our purchasing decisions?
Investigate modernism and compare it to postmodernism. Make a chart showing their differences.
According to Virginia Woolf, the world changed on December 10, 1910. What happened?
What are the basic attributes of postmodernism? How did Douglas Kellner and Frederic Jameson characterize it?
What did Herbert Gans say about taste cultures? How do they relate to advertising?
What was said about semiotics? How does semiotics help us understand how advertising works?
How are consumer cultures defi ned? What are their basic characteristics?
What did David Potter say about advertising’s role in American society?
What is cultural criticism? What methodologies does it use?
What was said about the Super Bowl and advertising? Do a study of critiques of the Super Bowl advertising for the most recent Super Bowl.
What did Eidelberg say about the four stages of sexual development?What role does our sexual development play in our consumption behavior?
What was said about socioeconomic class in America? Does socioeconomic class always infl uence our behavior as consumers?
What is the difference between sexuality and gender? Analyze a print advertisement where sexuality and gender are important.
Videotape a humorous television commercial and use the fortyfi ve-techniques chart to analyze how the humor was created. Do you think the humor was effective in the ad?
In what ways are some television commercials mini-dramas?
What does “post hoc, ergo propter hoc” mean? How is it relevant to our behavior as consumers?
What did Freud say about the “id”? What roles does the id play in our lives as consumers?
What did Hall say about the “cultural turns” in the humanities and social sciences?
What’s the difference between social psychological approaches to advertising and the psycho-cultural approach?
Investigate the role of advertising in a political campaign.
What was Max Weber’s theory about religion and capitalism?
Investigate the global nature of advertising. How is organization of the industry changing?
How do Americans avoid being exposed to advertising?
How do advertisers deal with the problem of clutter?
What was said about the role of advertising in American society and culture?
Evaluate the reasons for the growth of interest in cycling holidays for professional people in the UK. In your opinion, will this interest be mirrored in other countries of Europe, and the world.
Critically evaluate the way in which the Cycling for Softies business has been developed because of an individual’s understanding of the behaviour of a particular group of people.
Visit the Cyprus Tourism Organization website and look at the latest data on inbound tourist arrivals, spending and revenue, length of stay, place of stay, type of accommodation, and so on. Also try to find the same data for earlier years to help you identify trends in the market.Then, on the basis
Discuss how seasonal the market is in Cyprus compared with other destinations, and suggest ways in which seasonality might be reduced.
Discuss the reasons why British, Russian and German people appear to favour different areas of Cyprus for their vacations.
Explain the likely reasons which lie behind the spending patterns illustrated in Exhibits 20.3 and 20.4.
To what extent is the fact that over 50 per cent of tourists to Cyprus come from the UK a strength or a weakness for Cyprus.
Las Vegas has become the ‘wedding capital’ of the world. Discuss the reasons for this market development. Outline the opportunities that this development brings to Las Vegas and the wider business community.
Las Vegas has been developed as a place to visit for gambling activity. Discuss the opportunities and threats which this could bring to the city in their quest to attract new market segments to Las Vegas.
Analyse the relationship of price and consumer purchasing behaviour in the short-haul airline market.
Evaluate the reasons for consumers being increasingly more willing to purchase airline seats as an impulse decision.
Assess the nature and importance of having a well-developed tourism infrastructure to underpin the development of gay and lesbian tourism.
Discuss the ways that a country or city can balance the development of gay and lesbian tourism with other forms of tourism development.
Discuss the importance of festivals such as the Mardi Gras festival Sydney for the development of gay and lesbian tourism.
Evaluate the reasons for Australia being particularly committed to the growth of gay and lesbian tourism.
Evaluate the types of people who are likely to favour an adventure based holiday. Explore the ways in which you would promote a destination to these types of people.
Critically analyse the natural and human-made factors that are necessary for the development of adventure travel in a region or country.
Find an example of one travel company that operates in New Zealand. Discuss the ways in which this company has advertised to potential customers and discuss any improvement that you would make to their campaign.
Discuss the reasons for a growth of interest in adventure based holidays.
Apart from the desire to improve his or her health, what other factors might motivate a tourist to visit a spa?
What are the main opportunities and threats that will affect the future growth of the European spa market?
The desire for consumers to travel to exotic destinations has been accompanied with an almost total lack of interest in the environment. Discuss the reasons for this and explore the actions which a mass tour operator, such as TUI, can do about this situation.
‘Mass tourism and ecological soundness do not go together – but there is much one can do to lessen the impact of one on the other’(Dr Iwand, TUI). Discuss this comment, in relation to TUI consumers.
British Airways is trying to communicate their environmental policies to customers with the aim of increasing interest and encouraging concern. Discuss the most appropriate way of communicating this information to customers, in your opinion.
Evaluate the reasons for an apparent lack of interest amongst consumers in the UK in environmental issues of tour operation and airlines when purchasing holiday products.
Compare and contrast the likely motivators for visiting industrial tourism attractions, for the three market segments identified at the beginning of the case study, namely, professional people, educational visitors and the general public.
Discuss the main reasons why an enterprise might choose to open its doors to visitors.
The development of the visitor attraction at Roquefort has relied on the appeal of an ancient production process. Evaluate the importance of this for the development of a successful industrial tourism venture.
Discuss the importance of the visitor attraction at Société for the development of an export business for the cheese.
The Wensleydale Creamery allows the visitor to see the actual cheesemaking process. Evaluate the importance of this feature to the success of the visitor attraction and company cheese sales in general.
Explore the possible reasons for people seeking nostalgic images of the past. Discuss the ways in which a visitor attraction, based on a traditional food process, can exploit these behaviour patterns.
Carnival Cruise Lines has had to change the product considerably to attract new market segments. Give an outline of this product development process, and highlight the most important features of this programme.
The main problem a company has when it repositions a product is the changing of consumer perceptions. Discuss this statement in relation to Carnival Cruise Line.
Carry out an in-depth study of a destination, tour operator, or hotel chain that has used the all-inclusive concept as a major part of their strategic development. Assess the role of the all-inclusive concept in the future development of the chosen destination or organization.
Critically evaluate the reasons for the growth in interest by consumers for the all-inclusive type of package holiday.
Explore the ways in which a hotel such as the Savoy can balance the different needs of the business and leisure customer.
The Savoy carried out marketing research with guests to inform their refurbishment programme. Prepare a detailed plan of the marketing research programme which you would carry out for the Savoy prior to another programme of redevelopment. Suggest an ongoing programme of marketing research with
The restoration programme at The Savoy Group was based on the maxim of: ‘respecting the past and understanding the future’.Discuss the importance of this statement, in relation to the needs and wants of the customers of The Savoy.
Select a destination and, using guidebooks, brochures, websites, etc., analyse the leisure shopping product. Then design a marketing strategy for the destination, identifying which potential leisure shopping market segments it should target and what it will need to do to attract these segments.
Critically evaluate the suggestion made by some commentators that leisure shopping is fundamentally a female market.
Discuss the ethical issues which are raised by certain aspects of leisure shopping.
Discuss the reasons why leisure shopping has grown so dramatically over the past twenty years.
Evaluate the different activities that the typical Japanese leisure tourist will engage in during their holiday experiences. Discuss what your findings will mean for destination marketers who are trying to attract Japanese tourists.
Critically analyse the consumer behaviour of one of the market segments of outbound Japanese tourists. Explore what this will mean for destination marketers.
Explore the motivations of the different market segments of Japanese tourists.
Discuss the reasons for the growth in the outbound Japanese tourist market in the past twenty years.
Explore the dilemma which a company, such as Club 18–30 can have when it is trying to design effective and appealing advertising campaigns without offending society at large. Discuss the ways in which Club 18–30 has overcome this potential problem.
Discuss the ways in which Club 18–30 has been very effective in designing holidays which suit the lifestyle of their target clients.
Select a small sample of people, perhaps ten, who have recently taken a holiday. You should then interview them to see:• how satisfied they had been with their holiday• which factors influenced their satisfaction or otherwise.Produce a report of your findings, indicating what you have learnt
Discuss the suggestion that quality means high price.
Critically evaluate the SERVQUAL technique and its potential use to tourism organizations.
Discuss the idea that the most important factors which determine whether tourists will be satisfied or not are beyond the control of tourism organizations?
Choose one of the following markets:• scheduled airline• hotel• mass-market tour operator• visitor attraction• retail travel.For your chosen market produce a report, supported by statistical and qualitative evidence, highlighting current trends in the market and emerging types of demand.
Evaluate the likely impact of the growth of outbound tourism from Asia on the global tourism industry.
Discuss the extent to which the rise of ‘no-frills’ airlines, budget hotels and low-priced cruise products is likely to continue.
Select three of the emerging markets and changes in demand outlined in this chapter, and explain their growth.
Collect statistical evidence to evaluate whether a Euro consumer does exist for tourism products.
‘The very nature of tourism could allow tourism organizations to target groups of consumers on a European or world-wide basis’(Horner and Swarbrooke, 2005). Discuss this statement.
Evaluate the importance of whether a global consumer or Euro consumer exists for the development of tourism products.
‘The emergence of the global consumer or Euro consumer can be attributed to the marketing activities of large multi-national organizations rather than changes in consumer behaviour’ (Horner and Swarbrooke, 2005). Discuss the relevance of this statement.
Devise and carry out a survey of either tourists in a destination or people in your local area who take holidays, to establish the extent to which the ‘green tourist’ is a reality.Your survey must be methodologically sound and your report will cover:• how you selected the sample of people you
Discuss whether the tourism industry is leading tourist opinion on environmental issues, or vice versa.
Critically evaluate the idea that eco-tourists are practising a form of‘green tourism’.
Discuss the implications of the concept of ‘shades of green’ in relation to tourist behaviour for either the tour operation sector or the hotel industry.
Choose one tourism product or service. Consider how each element of the marketing mix for the chosen product or service has been designed to reflect consumer wants and needs. Are there any improvements that could be made to any element of the marketing mix, in your opinion?
Outline the role of promotion within tourism marketing, particularly in relation to consumer behaviour.
‘Customers purchase benefits not products.’ Discuss this statement in relation to the design and implementation of effective marketing mixes for tourism organizations.
Think about a tourism organization of your choice. Imagine that the organization has decided that it needs to know more about its existing customers to help it improve the effectiveness of its marketing activities. However, it can only afford a survey with ten questions.You should therefore devise
Discuss the advantages and disadvantages of qualitative and quantitative research in tourism.
Evaluate the ways in which tourism organizations can use the results of marketing research to improve their marketing.
Discuss some of the main problems involved in carrying out customer questionnaire surveys.
Design and conduct a small survey of tourists to identify similarities and differences in the way they purchase:• accommodation services• package holidays• visits to attractions.
Examine the differences in consumer behaviour within an individual sector of tourism of your choice.
Compare and contrast the main ways of segmenting the market in the different sectors of tourism.
Discuss the marketing implications of the differences between business tourism and leisure tourism, for airlines and hotel chains.

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