Due to the historical and social nature of human psychology, individuals belonging to a community are of course subject to the influence of that community, so traditions affect the psychology, needs and behavior of tourists.
The tradition of the tourism staff is the glue that binds everyone together, strengthens the group and makes the group unique, creating a distinct feature of tourism. (hospitality tradition; please guests when they come, please guests when they go).
Tradition is one of the factors that create a comfortable and pleasant social and psychological atmosphere.
4.2.3. Religion - belief
+ Religion, beliefs:
Maybe you are interested!
-
Evaluation of marketing communication activities of Dai Bang Advertising Communication and Tourism Services Joint Stock Company - 1 -
Psychological and Social Skills Education Activities, Creating a Friendly and Healthy Educational Environment -
Solution to complete communication and promotion activities for Vietnam Tourism Joint Stock Company Vitours - 11 -
Developing communication skills through creative experiential activities for secondary school students in Bac Kan city - 16 -
Managing Vietnamese Communication Skills Education Activities for Ethnic Minority Students at High Schools
- Belief is the belief in something supernatural and that belief governs the spiritual, material and behavioral life of people.
- Religion is an organized form with a platform, purpose, rituals and a system of theories to bring people a certain belief in a sustainable way.
- Religion and belief are an important part of people's psychological and spiritual life, so it greatly affects their needs and behaviors.
+ The influence of religion and belief on tourism activities:
Impact on the psychology, needs and consumer behavior of tourists and groups of people participating in tourism activities.
Is the basic factor that creates religious tourism products. In the current period, the economy, science and society are developing but the religious factor is not neglected, religious tourism is developing in many places in the world including Vietnam such as: Huong Pagoda, Yen Tu, Bai Dinh, Tam Chuc...
Human tourism resources and valuable ancient architectural works are more or less related to religious beliefs.
4.2.4. National character
- National character.
National character is the social psychological attributes of ethnic communities in certain social conditions. It is a typical, stable and distinctive personality trait in ethnic relationships. National character is formed from the common psychological life of individuals in an ethnic community over many generations, they are inherited, preserved and developed.
National character is expressed in traditional national values, customs, literature and art, in expressions...
- The influence of national character on tourism activities
The psychology of individuals of any nation or ethnicity is influenced by the characteristics of that nation. When studying the psychology of tourists by nationality, an extremely important factor that needs to be considered is the national character, because only by understanding their national characteristics can we have the basis to proactively create appropriate tourism products, not being passive in the face of the behavior and consumption behavior of tourists.
National character is also a key component in the cultural identity of each nation, it is a factor to create cultural tourism products that are characteristic of each nation.
4.2.5. Psychosocial atmosphere
- The social psychological atmosphere is a social psychological phenomenon that arises during the activities and communication of individuals under certain conditions, where the psychology of one person has a direct impact on the psychology of another, creating a common psychological state of the group or collective.
- The impact of social psychological atmosphere on tourism activities
Because the social psychological atmosphere has a direct impact on the psychology and behavior of people in a group, at a tourist destination, a restaurant, a hotel... it is necessary to create a healthy and comfortable social psychological atmosphere, otherwise it will negatively affect the psychology of customers, the level of customer satisfaction, and the quality of tourism products and services.
A happy, bustling, positive social-psychological atmosphere such as the social-psychological atmosphere in a stadium or a festival will be a factor that increases the attractiveness of tourism products. In some cases, it is even the factor that attracts visitors to tourism products.
For example: At the beer festival in Munich - Germany, most visitors come to the festival to immerse themselves in its very special atmosphere.
4.2.6. Public opinion on tourism activities
Public opinion is a social psychological phenomenon, it is a special way of existence of social consciousness, it is the opinions and attitudes of certain social groups when there are certain events related to the interests of the group. Or to be more specific, it is the opinions and attitudes that judge and evaluate the events that they are interested in according to certain standards.
- The impact of public opinion on tourism activities: Impact on the psychology and consumer behavior of customers.
Impact on tourism development policies, because in tourism public opinion is expressed in the form of recommendations, demands as well as attitudes, opinions in agreement or opposition to tourism development policies.
Social opinion in tourism is also the opinions, attitudes, feedback, and evaluations of prices, quality, and types of tourism products and services. Therefore, understanding public opinion will help tourism businesses have quick and reasonable business adjustment measures.
Social opinion also affects the source of tourists, because normally when deciding to choose a tourist destination, tourists always consult public opinion. Public opinions are one of the bases for them to make their decisions.
Requirements for assessment of learning outcomes:
- Evaluation content:
+ Marxist views on psychology; psychological research methods.
+ The rules of emotional life.
+ The impact of some common social psychological phenomena in tourism.
+ Evaluation method: 01 written test with 2 to 3 questions. 10-point scale.
- Suggested study materials:
+ Tourist Psychology , Ho Ly Long, 2006, Labor - Social Publishing House, 2006.
+ Tourism Psychology Textbook, Trinh Xuan Dung, Nguyen Vu Ha, 2004, Culture and Information Publishing House.
* Memorize
- The nature of psychological phenomena .
- Personality.
- Emotional.
- The impact of some common social psychological phenomena in tourism .
REVIEW QUESTIONS LESSON 1
1. Please present the Marxist concept of human psychology. Based on that concept, explain the difference between the psychology of tourists with different occupations (or other characteristics such as ethnicity, gender, age, living environment...).
2. Describe psychological research methods. Which method is often applied in analyzing and evaluating the basic psychological characteristics of tourists? Why?
3. What is personality? Describe the structure of personality.
4. With tourists classified according to different temperament types, how do they usually behave?
5. Describe the levels of emotional life. Give examples?
6. Describe the laws of emotional life. Give examples? How can these laws be applied to tourism activities?
7. State the influence of common social psychological phenomena in tourism.
LESSON 2
COMMON PSYCHOLOGICAL CHARACTERISTICS OF TOURISTS
Article code: NHKS 09-02
Introduction:
The process of tourism service always takes place in social relationships between individuals. Each specific individual carries within it the commonality of humanity, the characteristics of the community and the individuality of the individual when they consume tourism products. On the other hand, the process of participating in tourism activities often has psychological phenomena that are formed, developed and expressed. These phenomena are formed due to tourism activities, but on the other hand, they have impacts on tourism activities in general, and in the process of doing business to serve tourists in particular.
With the aim of constantly improving the quality of products and services, diversifying products to meet the demands of customers, bringing joy to customers, leaving tourists with good impressions... This requires tourism service staff, in addition to mastering professional skills, foreign languages, communication skills..., to also master the psychological characteristics, psychological phenomena that form, develop and impact their service process.
* Target:
- Present basic concepts of tourism consumer behavior.
- Analyze tourists' motivations and interests, travel needs.
- Distinguish the moods and emotions of tourists.
- Be proactive and actively learn about the psychological characteristics of tourists.
* Main content :
1. Travel consumer behavior
Objective :
- Present basic concepts of tourism consumer behavior.
- Identify factors affecting tourism consumption behavior.
- Apply the above knowledge in the process of analyzing and evaluating factors affecting the consumption behavior of food and beverage services of tourists.
1.1. Concept
Consumer behavior is the actions and attitudes that consumers display in searching for, selecting, evaluating and deciding to buy and use products and services with the expectation that they will maximally satisfy their needs.
Studying consumer behavior means studying how consumers decide to use their resources. This study will help businesses answer basic questions while planning business policies such as:
- What do customers buy?
- Why buy it?
- How did they buy it?
- Do they buy it regularly?
- Where do they buy?
- How do customers use this product?
- How do you rate it?....
These questions are the key to the survival and success of every business. Because in today's market economy, whether goods are consumed or not depends on customers, from studying the consumption process of customers will help businesses have appropriate business policies, bringing maximum satisfaction to customers.
Thus, tourism consumer behavior is the actions and attitudes that consumers express in searching, choosing, evaluating and deciding to buy and use tourism products and services with the expectation that they will maximally satisfy their tourism needs.
Depending on business goals and strategic customers, through consumer behavior research, tourism businesses can develop appropriate product policies, prices, and service processes, bringing satisfaction to customers, attracting more customers, and improving business efficiency...
For service staff, understanding the consumer behavior of tourists not only brings initiative, choice of appropriate attitude and service but can also provide relevant departments (marketing department - if any, manager...) with information about consumer behavior of customers, to help businesses effectively carry out their service business activities.
1.2. Factors affecting consumer behavior
There are many factors that influence consumer behavior, and the classification of these factors is only relative. Usually, people divide factors that influence consumer behavior into the following groups:
1.2.1. Group of factors about products and services
These are factors related to products and services. In a commodity economy, consumer behavior is the basis for producers to decide on their products and services.
But on the other hand, these same factors also impact consumer behavior in general and tourist behavior in particular.
These factors include:
- Quality
- Price
- Type
- Model
- Terms of advertising, promotion, warranty, discount...
- Distribution form…
1.2.2. Group of cultural factors
As we know, human psychology is influenced by the socio-cultural factors in which people live. Therefore, tourist psychology in general and tourist consumption behavior in particular are influenced by cultural factors. The group of cultural factors includes the following components:
- Cultural values such as: Freedom, material comfort...
- Subcultural values: Culture of ethnic groups, religions, localities...
- Culture of social classes.
1.2.3. Group of social factors
The group of social factors must include:
- Reference groups: these are factors to refer to and compare with social standards when deciding to consume.
For example: A business customer of a famous company when consuming tourism often has to consume high quality services...
- Family
- The role and position of the individual in the group. In a social group, individuals with different roles will have different consumer behavior due to the effects of social communication style.
For example, in a group of people dining in a restaurant, the behavior of the host will be different from the behavior of the other guests.
- Social psychological phenomena (customs, traditions, social psychological atmosphere, public opinion, religion - beliefs, tastes...).
1.2.4. Group of personal factors.
Including individual psychological and physiological characteristics, socio-cultural and historical characteristics of the individual:
- Age, health, gender...
- Education level, occupation, income...
- Lifestyle.
- Characteristics of human personality.
1.2.5. Group of psychological factors
- Consumer motive.
- Individual cognitive activities (feeling, perception, thinking...)
- Characteristics of emotional life (mood, emotions, feelings...)
- Experience.
- Trust and attitude.
1.2.6. Other factors.
In addition to the above factors, there are many other factors that have certain impacts on consumer behavior in general and tourism consumer behavior in particular, such as:
- Political conditions
- Economic conditions: economic growth rate, exchange rate, inflation, terrorism...
- Other factors such as war, epidemics, natural disasters...
In short, the study of factors affecting consumer behavior must be considered specifically, depending on the strategy and actual circumstances of each enterprise. This is an extremely necessary task in establishing, maintaining and developing the business operation process of the enterprise.
2. Tourist motivations and preferences
Objective :
- Present the concept of tourism opportunities and tourists' preferences.
- Distinguish between types of tourist attractions .
- Present preferences based on tourists ' travel motivations .
- Apply the above knowledge in the process of researching and analyzing tourists' preferences.
2.1. People's travel motivations today
2.1.1. Concept