Until the nineteenth century, travel was undertaken only by the elite. With the introduction of rail, mass travel was available for the first time, and new faraway destinations became accessible to all. During the 20th century travel became more destination-orientated. And now, in the 21st century, travel is a new economy, resulting in the tourism industry. The focus of the tourism industry has shifted from air travel, weekend getaways and day trips, to a total experience of the destination. A new era in tourism has arrived with a new kind of tourism experience, one that is sustainable, socially responsible and flexible. At the forefront of this industry is a tourist who is more educated, experienced, knowledgeable, independent and demanding. This tourist demands new or different products/services, is harder to please than the traditional tourist, is well-informed and knows what he/she wants and where he/she wants to go. This is the modern tourist. The objectives of the study were to identify the typical characteristics of the so-called modern consumer, determine which of these characteristics were prevalent among consumers living in the Nelson Mandela Metropolitan Area and whether these characteristics could be used to cluster respondents into segments. The results of the study will assist organisations, within the tourism industry, in dealing with the changing demands of the modern tourist. The literature study contextualised the modern tourist within the tourism industry and provides an overview of the demographic and behavioural factors, which form the basis of the modern tourist‟s development. The demographic factors discussed were age, education, income, gender and household size. The non demographic factors identified and explained were variety seeking, quest for self-identity, quest for authenticity, knowledgeable, experience sharing and time poor. The empirical information was obtained via self-administered questionnaires. Two hundred useable questionnaires were completed by respondents in the Nelson Mandela Metropolitan Area. Statistica version 10 was used to analyse the data received. The principal component factor analysis yielded six behavioural factors, namely meaningful experiences, time poor, knowledge, authenticity and experience sharing. Until the nineteenth century, travel was undertaken only by the elite. With the introduction of rail, mass travel was available for the first time, and new faraway destinations became accessible to all. During the 20th century travel became more destination-orientated. And now, in the 21st century, travel is a new economy, resulting in the tourism industry. The focus of the tourism industry has shifted from air travel, weekend getaways and day trips, to a total experience of the destination. A new era in tourism has arrived with a new kind of tourism experience, one that is sustainable, socially responsible and flexible. At the forefront of this industry is a tourist who is more educated, experienced, knowledgeable, independent and demanding. This tourist demands new or different products/services, is harder to please than the traditional tourist, is well-informed and knows what he/she wants and where he/she wants to go. This is the modern tourist. The objectives of the study were to identify the typical characteristics of the so-called modern consumer, determine which of these characteristics were prevalent among consumers living in the Nelson Mandela Metropolitan Area and whether these characteristics could be used to cluster respondents into segments. The results of the study will assist organisations, within the tourism industry, in dealing with the changing demands of the modern tourist. The literature study contextualised the modern tourist within the tourism industry and provides an overview of the demographic and behavioural factors, which form the basis of the modern tourist‟s development. The demographic factors discussed were age, education, income, gender and household size. The non demographic factors identified and explained were variety seeking, quest for self-identity, quest for authenticity, knowledgeable, experience sharing and time poor. The empirical information was obtained via self-administered questionnaires. Two hundred useable questionnaires were completed by respondents in the Nelson Mandela Metropolitan Area. Statistica version 10 was used to analyse the data received. The principal component factor analysis yielded six behavioural factors, namely meaningful experiences, time poor, knowledge, authenticity and experience sharing. The data analysis revealed three distinct clusters, namely Postmodernists, Traditionalists and Modernists. Each cluster had unique demographic and behavioural characteristics with the result that modern tourists could be grouped into distinct clusters according to their demographic and behavioural characteristics. This will enable the tourism industry to tailor-make their marketing strategies according to these clusters.he data analysis revealed three distinct clusters, namely Postmodernists, Traditionalists and Modernists. Each cluster had unique demographic and behavioural characteristics with the result that modern tourists could be grouped into distinct clusters according to their demographic and behavioural characteristics. This will enable the tourism industry to tailor-make their marketing strategies according to these clusters.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:9369 |
| Date | January 2012 |
| Creators | Shrosbree, Laura Tania |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Business and Economic Sciences |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MTech |
| Format | xii, 141 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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