TOURISM PSYCHOLOGY 101 #1
The Paradox of Tourism: Why Satisfied Consumers are the First to Flee!
“I had such an amazing time in this city! Maybe we could explore somewhere else for our next adventure, honey?”
TOURISM PSYCHOLOGY 101
In my upcoming collection of posts, I’ll be sharing intriguing insights on the science-backed psychology of tourist behavior and decision-making. These nuggets of wisdom are geared towards assisting a diverse audience, ranging from seasoned globetrotters and local residents to policymakers and businesses, in achieving their objectives and goals in the tourism industry.
I’m confident that whether you’re a seasoned practitioner or a novice in the field, these insights will prove to be valuable in improving the tourism landscape for all stakeholders involved!
Tourism is a unique industry in many ways, and one of the most interesting aspects of it is that consumers of tourism-related products, services, and destinations stop consuming or visiting when they are satisfied with them. Unlike consumers of other goods and products, tourists always want something new, unusual destinations, and experiences. They value the novelty of the services and experiences that tourism offers, and when that novelty wears off, they move on to other new and exciting destinations.
This phenomenon can be explained by the fact that tourism is all about the experience. Tourists are not simply buying a product or service; they are buying an experience, a chance to escape their daily routines and explore new cultures, cuisines, and environments. As such, the satisfaction that they derive from their experiences is not just a function of the quality of the product or service, but also of the novelty and uniqueness of the experience.
“The more a tourist consumes a destination, the more they exhaust its novelty, and the more they crave something new and exciting. This is why destinations and service providers in the tourism industry need to constantly innovate and offer new experiences to attract and retain tourists.”
To understand this better, let’s take an example. Suppose you are a tourist visiting a popular beach destination. The first time you visit, everything seems new and exciting — the sun, the sand, the sea, the local cuisine, and the culture. You explore the place, take pictures, indulge in local activities, and have a great time. However, if you were to visit the same destination again, you might not feel the same level of excitement and enthusiasm as before. This is because the novelty factor is gone, and you have already experienced everything the place has to offer.
Now, let’s contrast this with a consumer of a product like a phone or a car. These products are not primarily about the experience; they are about fulfilling a need or a desire. Once a consumer finds a product that meets their requirements, they tend to stick with it and may even become loyal to the brand. In fact, the more they use the product, the more they become attached to it, and the harder it becomes for them to switch to a different product.
In tourism, the opposite is prevalent. The more a tourist consumes a destination, the more they exhaust its novelty, and the more they crave something new and exciting. This is why destinations and service providers in the tourism industry need to constantly innovate and offer new experiences to attract and retain tourists. They cannot simply rely on providing the same product or service year after year, as this will not satisfy the tourists’ desire for novelty and uniqueness.
So, if you’re in the tourism industry, don’t be a one-trick pony! Keep those creative juices flowing and offer up unique and exciting experiences that will keep your customers coming back for more. Remember, tourists don’t just want a product or service — they want an unforgettable adventure!
Author’s note:
I — Wangoo Lee — am a researcher in the field of travel and hospitality experiences, including understanding how nostalgia and novelty facilitate tourists to visit a certain place.
