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10072 : Travel And Tourism

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10072 : Travel And Tourism

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Course Code: 10072
University: Amity University

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Country: India

Assume that a tourism operator, keen to know more about this market, has asked for your assistance. Write a report on connections between motivation, choice and behaviour in the context of the tourism experience. Ensure that you describe the notion of the tourist experience and how it contrasts with the tourism product, and that you examine the journey a tourist makes from desire through to reflection and resolution.
Notion of tourist experience 

The concept of tourist experience is both vast and abstract. Before understanding the concepts of tourism experience the understanding the meaning of this term is chiefly essential. The experience of tourist is a group of psychological and behavioural attributes that can be modified towards worst or best through the service quality, the products, the communication, the operational integrity, the behaviour, and the ethical consideration from the tourism service provider or the tourism company (Morgan, 2018). These essential attributes of tourist experience comprises the behavioural expectations, the product and service expatiation, the pre-purchasing economic perception, the socio-cultural perception, the basic needs, the intention from the tourist side and the product, service, behaviour and ethical approach from the side of tourism organisation. Therefore it is clear that there are many constrains that can regulate all of the essential attributes that formulate the ultimate experience of the tourist.
From the above figure1 it is clear that the ‘tourist experience’ is large regulated by the expectation and the satisfaction of the tourist. The expectation is a rigid variable that can not be highly modified by the tourism company. However, the satisfaction level can be hihly modified through the service quality, socio-psychological understanding, appropriate behaviour and the ethical considerations from the tourism company (Altunel & Erkut, 2015). At the same time the experience of the tourist can be effected from the expectation reality ratio, which means the number of components a tourist can get in reality from the tourism provider out of his or her basic requirements and expectations.
Contrast with tourism product 
The tourism product refers the sum of the physical and psychological components provided by the tourism service provider company to satisfy the tourist, before, during and after the travelling procedure. The product of tourism focuses on the facilities and service designing provided by the tourism company to achieve their holiday dreams while keeping the primary, secondary and tertiary needs of the tourists. Therefore, it can be said that the product of the tourism is the most essential thing that directly regulates the experience of the tourist within the parameters of the tourist needs as well as expectation. However, in hospitality industry the tourism product can be diverse considering the service from hotel is different from airlines or any travel agencies (Park & Santos, 2017).  However, the interesting fact is all of these products are interlinked and work simultaneously to regulate the experience of the tourists either positive or negative direction of the tourist.
The drivers of the products of the tourism industry can be subdivided into two interrelated sections namely the needs and the expectations of the tourist. Need of the multi destination travelers refer the primary considerations that must be provided by a tourism company. These are accommodation, service quality, product price balance, hotel rooms, transportations and others. All of these components are crucial to be delivered from the tourism service provider to the tourists or consumers. On the other hand, the expectations are the secondary requirements define the future prospect of the tourism company and its brand equity (Song, et al., 2015). These products are the cleanliness, healthy foods, effective pre travel, travel and post travel communications, socio-cultural understanding, psychological integrity and other components.  These influence the experience of the tourists from secondary level of integration.
Influences on the journey 
The journey of tourists of Aussies travelling to multiple overseas destinations consist of three essential components namely desire, reflection and resolution that forms a cycle, which also has huge impact on the brand reputation, market value and even profitability of a tourism company. Desire is the expectation that a tourist has before the journey starts, which consists of the expectations and the needs described earlier of this paper. The reflection of a tourist is generated during the journey when the service provider can provide appropriate services and products to satisfy their consumers (Quan & Wang, 2014). The reflections on each service from the provider can be positive or negative that regulates the ultimate reflection of the journey collectively. Upon the reflection of the tourists, the resolution is formulated that influence the further expectation, decisions and trends of the tourists. In other words, resolution is the ultimate result of the cycle that indicates if the tourist would invest further for travelling on a particular organisation or he or she would prefer another choice. Sometimes, wrong destination selection has huge impact on the tourist reflection as well as resolution (Chronis, 2015). Therefore, before selecting the destination the tourism organisation should calibrate the compatibility of the destination with the current desire of the tourist.
From the above discussion, it can be concluded that experience of the tourists is regulated by the expectation or desire of the tourist and the satisfaction level that the tourists get during the travel. On the other hand, the products of tourism refer the sum of the physical and psychological components provided by the tourism service provider company to satisfy the tourist, before, during and after the travelling procedure. Apart from that, the drivers of the products of the tourism industry can be subdivided into two interrelated sections namely the needs and the expectations of the tourist.
Tourism is one of the larger industries in the globe that allows the consumers to travel in any part of the globe as per their desire and preference reflected by their socio-psychological condition. Similar to other kinds of business the tourism business also depends on the experiences and expectations of the consumers that regulates the profit level, brand reputation and future prospect of any company in the tourism industry (Quinlan Cutler, Doherty& Carmichael, 2018). In this paper the Notion of tourist experience has been described and examined constructing with the tourism products and expectations. The paper further evaluated how the tourist experience influences the desire, reflection and resolution of the tourists.  This paper is based on a report published by a market research company named Roy Morgan Research.
Altunel, M. C., & Erkut, B. (2015). Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing & Management, 4(4), 213-221.
Chronis, A. (2015). Moving bodies and the staging of the tourist experience. Annals of Tourism Research, 55, 124-140.
Morgan, R. (2018). The rise of multi-destination travellers in the experience economy. Retrieved from https://www.roymorgan.com/findings/7214-rise-of-multi-destination-travellers-experience-economy-201704191441
Park, S., & Santos, C. A. (2017). Exploring the tourist experience: A sequential approach. Journal of Travel Research, 56(1), 16-27.
Quan, S., & Wang, N. (2014). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism management, 25(3), 297-305.
Quinlan Cutler, S., Doherty, S., & Carmichael, B. (2018). The experience sampling method: examining its use and potential in tourist experience research. Current Issues in Tourism, 21(9), 1052-1074.
Song, H. J., Lee, C. K., Park, J. A., Hwang, Y. H., & Reisinger, Y. (2015). The influence of tourist experience on perceived value and satisfaction with temple stays: The experience economy theory. Journal of Travel & Tourism Marketing, 32(4), 401-415.

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