Typologies of Tourists
Tourist typology refers to the classification
of tourists based on their travel motivations, behavior, and preferences.
Identifying tourist types helps in better designing tourism products, services,
and marketing strategies.
Cohen’s
Typology of Tourists (1972)
Sociologist Erik Cohen classified tourists
into five categories based on how closely they connect with the host culture
and the kind of experiences they seek:
- Recreational Tourist
- Main goal: Relaxation and entertainment.
- Prefers familiar settings like beach resorts, cruises.
- Diversionary Tourist
- Escapes from daily routine.
- Travels for fun, often with low cultural engagement.
- Experiential Tourist
- Seeks authentic experiences.
- Interested in local traditions, food, and customs.
- Experimental Tourist
- Wants to live differently from their usual environment.
- May try alternative lifestyles during travel.
- Existential Tourist
- Travel is a spiritual or life-defining quest.
- Seeks full immersion in another culture.
Plog’s
Psychographic Classification
American psychologist Stanley Plog classified
tourists based on personality traits and travel preferences:
- Allocentric Tourists
- Adventurous, curious, and risk-taking.
- Prefer remote, undeveloped, or exotic destinations.
- Mid-Centric Tourists
- The majority of tourists.
- Enjoy both popular and moderately unfamiliar places.
- Psychocentric Tourists
- Prefer familiar, safe, and well-organized environments.
- Travel to known destinations with minimal cultural differences.
Other
Common Typologies
By Travel
Purpose
- Leisure tourists:
Holiday, relaxation.
- Business tourists:
Meetings, conferences.
- Pilgrimage tourists:
Religious or spiritual travel.
- Medical tourists:
Seeking health care abroad.
- Adventure tourists:
Thrill-seeking activities like trekking or rafting.
By Duration
of Stay
- Excursionists:
Same-day visitors.
- Short-stay tourists: 1–3
nights.
- Long-stay tourists: More
than a week.
By Travel
Style
- Solo travelers
- Family tourists
- Group tourists
- Backpackers
- Luxury travelers
By Origin
- Domestic tourists:
Travel within their own country.
- International tourists:
Travel abroad.
Concept
of Demand in Tourism
Tourism demand refers to the total number of
people who wish to travel, are able to travel, and are willing
to spend money on tourism-related activities.
Types
of Tourism Demand
- Effective Demand
- Actual number of tourists who travel.
- Supported by purchasing power and willingness.
- Suppressed Demand
- Potential tourists who want to travel but are unable due to
barriers:
- Deferred demand:
Postponed due to temporary reasons (health, economy).
- Potential demand:
Could travel in the future when conditions improve.
- No Demand
- Individuals with no interest or desire to travel.
- Latent Demand
- Hidden desire to travel that may emerge under favorable
conditions.
Determinants of Tourism Demand
- Income level of
tourists.
- Cost of travel and stay.
- Availability of time
(holidays, leave).
- Marketing and promotion.
- Perceived safety of
destination.
- Destination image and accessibility.
Concept
of Supply in Tourism
Tourism supply refers to all facilities,
services, and attractions provided to meet the needs of tourists.
Components of Tourism Supply
- Natural Resources and Environment
- Beaches, mountains, forests, wildlife, climate.
- Built Infrastructure
- Roads, airports, ports, water supply, electricity.
- Tourism Superstructure
- Hotels, restaurants, resorts, convention centers, theme parks.
- Transportation
- Airlines, buses, trains, rental cars, cruise ships.
- Tour Operators and Travel Agencies
- Package tours, bookings, guided tours.
- Human Resources
- Skilled manpower in hospitality, guiding, logistics.
- Tourism Support Services
- Banks, communication, hospitals, police, sanitation.
Factors
Affecting Tourism Demand
Understanding what drives or limits tourism
demand is key to developing successful tourism strategies. These factors can be
categorized as:
Economic Factors
- Income levels:
Higher disposable income increases travel.
- Currency exchange rates: A
weaker domestic currency discourages outbound travel.
- Cost of living:
Higher costs in destinations can deter tourists.
- Inflation and recession:
Reduce travel budgets and discretionary spending.
Social
and Cultural Factors
- Demographics: Age,
gender, family size impact travel decisions.
- Education level: More
educated individuals are more likely to travel.
- Changing lifestyles:
Increasing interest in adventure, wellness, and solo travel.
- Social media influence:
Instagrammable spots boost destination appeal.
Political and Legal Factors
- Political stability: Safe
countries attract more tourists.
- Visa policies:
Complex or expensive visas reduce demand.
- International relations:
Conflicts and sanctions can halt tourism.
Technological Factors
- Online booking systems:
Easier access to tourism products increases demand.
- Mobile apps and virtual tours:
Encourage travel planning and exploration.
- High-speed transport:
Makes distant destinations accessible.
Psychological and Personal Factors
- Travel motivation:
Rest, adventure, culture, or self-discovery.
- Fear or insecurity:
Natural disasters, terrorism, pandemics can reduce demand.
- Personal health: Age
or disability can limit travel.
Environmental Factors
- Climate and seasonality:
Certain destinations are attractive during specific seasons.
- Natural disasters:
Earthquakes, floods can drastically reduce tourist arrivals.
Factors
Affecting Tourism Supply
Unlike demand, tourism supply is often fixed
in the short term and affected by various internal and external factors:
Availability of Resources
- Natural resources:
Presence of beaches, mountains, heritage.
- Land and property:
Availability for development of hotels, parks, etc.
Infrastructure and Investment
- Government investment:
Roads, airports, public utilities.
- Private sector:
Resorts, theme parks, transport companies.
Skilled
Workforce
- Hospitality training:
Determines service quality.
- Language skills:
Essential for international tourism.
Government Policies
- Subsidies and incentives:
Encourage tourism investment.
- Land-use regulations: May
restrict or enable tourism infrastructure.
- Environmental regulations:
Affect the type of development permitted.
Technological Advancement
- Online platforms:
Increase supply visibility and accessibility.
- AI and automation:
Streamline operations and reduce costs.
Global
and Local Events
- Major festivals, expos, or sports events: Temporarily increase supply.
- Natural calamities or pandemics:
Reduce supply by destroying infrastructure or halting services.
Demand
and Supply Interaction in Tourism
Tourism is unique because the product
(experience) cannot be stored. Demand and supply must be managed carefully.
Characteristics of Tourism Supply and Demand
- Perishable: An
unsold hotel room today cannot be sold tomorrow.
- Intangible:
Tourism is about experiences and satisfaction.
- Seasonal: High during holidays and low during
off-seasons.
Matching Supply with Demand
To maximize satisfaction and revenue, tourism
providers must:
- Forecast demand accurately.
- Develop flexible pricing strategies (e.g., peak vs. off-season
pricing).
- Diversify products to appeal to different tourist typologies.
- Ensure quality and consistency of service.
