Urban tourism

1. Urban Tourism

2. Needs and observations
• Raising rate of urban tourists
• People having a hard time choosing where, how and when to go
• Tourists are subject to a double motive: Escape from routine and seek
recreational opportunities (tension-reducing/arousal-seeking)
• Customers motivations are often contradictory: Novelty (adventure) vs.
familiarity (security)

3. Needs and observations- Motivations
• Escape from a perceived mundane environment
• Exploration and evaluation of self Relaxation
• Prestige
• Regression
• Enhancement of kinship relationships
• Facilitation of social interaction
• Novelty
• Education

4. The complexity of tourist behavior
Includes high
level of info.
search
Tourist
choice
Emotional
significance
Is influenced
by other
people
Is long-term
decision
Depends on
provider
Has high level
of insecurity
due to
intangibility
Is highly
involved (high
commitment)

5. Framework
Socio-psychological motives Destination Influence
Push Pull
Customer Side
• Typology
• Motivation
Experience Side
• The 4Es
Medium offering:
• Flavor (Theme)
• Customization
• Design

6. Framework- Customer side (socio-psychological
motives):
Tourist typologies Tourist categories Type description
• Plan their own trip
• Live with locals
• Immerse in culture
The drifter
Allocentrics
Adventure seekers
• Plan for themselves
• Mix (not fully) to locals
The explorer
Psychocentrics Individualmass tourist • Seek packages but with some control
Conservatives Organizedmass tourist • Seek fully planned packages

7. Framework- Customer side (IC needs):

8. Framework- Experience side:
Entertainment
Exp.
Education
Exp.
Esthetic
Exp.
Escapist
Exp.
Absorption
Immersion
Passive
Participation
Active
Participation

9. Framework- Experience dimensions
• Sensory: Aesthetics and sensory qualities
• Affective: Moods and emotions
• Intellectual: Analytical and imaginative thinking Analytical and imaginative
thinking
• Behavioral: Motor actions and behaviors
• Social: Relationships with others,self, groups and cultures

10. Framework- Medium offering
• Theme the experience with 5 dimension of experience, considering
customer typologies, e.g.:
اضافه شود. •

11. Framework- Medium offering: Design
• Since power has shifted to unique,
mobile, demanding and empowered
Consumers, good design involves the
5Cs.
Cross-Channel
Control
Content
Community Customization