HTM 133

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HTM 133

• Motivation

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Discussion

• Why do you DO anything?
• Why Are you here at BYUH?
• Prepare for a job
• Learn more about the world
• surf
• please your parents
• find a spouse
• Is it the same for everyone?
• Why? / Why not?

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We are motivated by a desire to satisfy an
unfulfilled need.
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Some of you work very hard to get thru school.
Will you continue to work 16 hr days when you
have finished school?
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Are all of our needs equally important as
motivators?

• Which is most important?
• The thing that is most important to us is the
  thing we dont have.
• There is a model to explain this behavior

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Maslow model - Hierarchy of needs.

• Overhead
• Physiological food, shelter, medical care
• Safety war, pollution
• Love affection, identification, belonging
• Esteem self-respect, achievement, prestige,
  success
• Self-actualization developing your potential,
  fulfillment,

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Maslows Hierarchy of Needs
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Do we ever slip back on the scale?

• Illness
• Job Loss
• Loss of a spouse

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Does potential hunger ever lose its function as a
motivator?
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Implications

• What are target travel markets?
• Those w/ lower needs fulfilled
• Name some
• Pacific Rim
• Singapore
• Malaysia
• Former communist countries
• Pricing implications
• discretionary vs. non-discretionary
• How to structure the product to meet the
  customers needs

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Plogs continuum

• psychocentric stability, consistency
• allocentric adventure
• Bell curve

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Plogs Continuum
Comfort Stability
Excitement Adventure
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Optimal tension

• Balance complexity w/ Consistency
• Overseas travel McDonalds
• Japan Travel Bureau

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(No Transcript)
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Assignment

• Take VALS survey at
• http//www.sric-bi.com/VALS/presurvey.shtml
• What is your result?
• What does it mean?
• Is it accurate?
• How does this relate to YOUR travel motivation?
• 1 page

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Defining Marketing

• Finding out what guests wants and needs are
• Providing the customer with solutions
• Creating customers and keeping them coming back

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Market Planning
? ?

• Market assessment
• Is there a need for a product?
• Market demand
• Who are the users and how many?
• Competitor analysis
• Who are they what are they doing?

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Positioning

• Establishing a distinctive place in the market
  and in the minds of potential guests.
• Examples
• Four Seasons
• Motel 6

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Marketing Mix

• Place
• Product
• Price
• Promotion

• Partnership
• Packaging
• Programming
• People