《旅游心理学 Tourism Psychology》课程教学资源（参考文献）Wlhy Destination

Why Destination Areas Rise and Fall in Popularity An Update of a Cornell Quarterly Classic Travel is more popular than ever,so why should destination managers worry? Because their location's attractiveness may be spinning away even as they watch. BY STANLEY PLOG On October 10,1972,I gave a speech to the Southern Cali-ferentiate traveler types.In the second market-research com- fornia chapter of the Travel Research Association (now the pany I founded(Plog Research,Inc.,now NFO/Plog Research Travel Tourism Research Association)that examined the and a subsidiary of Interpublic Group/IPG),we have prob- underlying causes for why destinations rise and fall in popu- ably included the scale in more than 200 studics and consult- larity.Based on a psychographic system that we had devel- ing assignments,and have reported on it in journals and oped at my first market-research company (BASICO),the speech speeches at conferences.2 Thus,a large experience base sup- pointed out that destinations appeal to specific types of people ports those early observations about destination development and typically follow a relatively predictable pattern of growth and life-cycle stages.In addition,academic researchers have and decline in popularity over time.The reasons lie in the explored the scale's conceptual base.3 fact rhar the character of mosr destinations changes as a result of growth and development of tourist-oriented facilities.As See:Stanley C.Plog."Where in the World Are People Going and Why Do destinations change.they lose the audience or market seg- They Want to Go There?,"a paper presented to Tiangus Touristico annual con- ments that made them popular and appeal instead to an ever- ference.Acapulco,Mexico,1979;Stanley C.Plog,"Understanding shrinking group of travelers. Psychographics in Tourism Research,"in Travel,Tourism,and Hospitaliry Re search,ed.J.R.B.Ritchie and C.R.Goeldner (New York:John Wiley Sons Although I had used the concept in our work with travel 1987),Pp.203-213:Stanley C.Plog,"A Carpenter's Tools:An Answer to clients,this was the first public presentation of the ideas to a Stephen L.J.Smith's Review of Psychocentrism/Allocentrism,"Journal of Travel broad audience.Considering the limited nature of the venue, Rescurb,Spring 1990,Pp.43-46;Stanley C.Plog,"A Carpenter's Tools Re- visited:Measuring Allocentrism and Psychocentrism Properly the First Time, the response was surprising.Requests for copies of the speech fournal of Travel Researcb,Spring 1990,p.50;Stanley C.Plog,Leisure Travel: came from around the United States and from countries in Making It a Growth Market...Again!(New York:John Wiley Sons,1991); Europe and Asia.Apparently someone forwarded the speech Stanley C.Plog,"Leisure Travel:An Extraordinary Industry Facing Superordinary Problems,"in Global Tourism:The Next Decade,ed.W.Theobold (Oxford to the editors of Cornell Quarterly,because it appeared as an England:Butterworth-Heineman Ltd.,1994).pp.40-54;and Stanley C.Plog, article in 1974. Vacation Places Rated(Redondo Beach,CA:Fielding Worldwide,Inc..1995). Since that time I have further refined the concept and the For example,see:D.A.Griffith and E J.Albanese,"An Examination of Plog's questions that make up the psychographic scale used to dif- Psychographic Travel Model Within a Student Population,"Journal of Travel Research,Spring 1996,pp.47-51;N.B.Nickerson and G.D.Ellis,"Traveler Stanley C.Plog,"Why Destination Areas Rise and Fall in Popularity,"Cornell Types and Activation Theory:A Comparison of Two Models,"Journalof Travel Research.Winter 1991,pp.26-31;and P.Tarlow and M.J.Muehsam,"New Hotel and Restaurant Administration Quarterly.Vol.14,No.4 (February 1974), Pp.55-58. Views of the International Visitor:Turning the Theory of the Plog Model Into Application:Some Initial Thoughts on Attracting the International Tourist,"a paper presented to the Travel Tourism Research Association,International 2001.CORNELL UNIVERSITY Conference,Minneapolis,MN,Spring 1992. JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 13

Wlhy Destination Areas Rise &d Fd in Popularity An Update of a Cornell Quarterly Classic Travel is more popular than ever, so why should destination managers worry? Because their location’s attractiveness may be spinning away even as they watch. BY STANLEY PLOG On October 10, 1972, I gave a speech to the Southern Cali￾fornia chapter of the Travel Research Association (now the Travel & Tourism Research Association) that examined the underlying causes for why destinations rise and fall in popu￾larity. Based on a psychographic system that we had devel￾oped at my first market-research company (BASICO), the speech pointed out that destinations appeal to specific types of people and typically follow a relatively predictable pattern of growth and decline in popularity over time. The reasons lie in the fact that the character of most destinations changes as a result of growth and development of tourist-oriented facilities. As destinations change, they lose the audience or market seg￾ments that made them popular and appeal instead to an ever￾shrinking group of travelers. Although 1 had used the concept in our work with travel clients, this was the first public presentation of the ideas to a broad audience. Considering the limited nature of the venue, the response was surprising. Requests for copies of the speech came from around the United States and from countries in Europe and Asia. Apparently someone forwarded the speech to the editors of Cornell Quarterly, because it appeared as an article in 1974.’ Since that time I have further refined the concept and the questions that make up the psychographic scale used to dif￾I Stanley C. Plog, “Why Destination Areas Rise and Fall in Popularity,” Cornell HotelartdRestaurant Administration Quarter&, Vol. 14, No. 4 (February 1974), pp. 55-58. 0 2001, CORNELL UNIVERSITY. ferentiate traveler types. In the second market-research com￾pany I founded (Hog Research, Inc., now NFO/Plog Research and a subsidiary of Interpublic Group/IPG), we have prob￾ably included the scale in more than 200 studies and consult￾ing assignments, and have reported on it in journals and speeches at conferences.2 Thus, a large experience base sup￾ports those early observations about destination development and life-cycle stages. In addition, academic researchers have explored the scale’s conceptual base.3 ’ See: Stanley C. Plog, “Where in the World Are People Going and why Do They Want to Go There?,” a paper presented to Timgus Tow&co annual con￾ference, Acapulco, Mexico, 1779; Stanley C. Plog, “Understanding Psychographics in Tourism Research, ” in Travel, Tourism, and Hospitaliy Re￾search, ed. J.R.B. Ritchie and CR. Goeldner (New York: John Wiley & Sons, 1987), pp. 203-213; Stanley C. Plog, “A Carpenter’s Tools: An Answer to Stephen L.J. Smith’s Review of Psychocentrismlilllocentrism,“journnlofTruvel Research, Spring 1990, pp. 43-46; Stanley C. Flog, ‘A Carpenter’s Tools Re￾visited: Measuring Allocentrism and Psychocentrism Properly rhe First Time,” /ournal of Travel Rereavcb, Spring 1970, p. 50; Stanley C. Plog, Leisure Travel: Making It a Growth Market.. .Again! (New York: John Wiley & Sons, 1991); Stanley C. Plog, “Leisure Travel: An Extraordinary Industry Facing Superordinary Problems,” in GIobal Tourism: The Next Decade, ed. W. Theobold (Oxford, England: Butterworth-He&man Ltd., 1994), pp. 40-54; and Stanley C. Plog, Vacation Pbzces Rated (Redondo Beach, CA: Fielding Worldwide, Inc., 1995). 3 For example, see: D.A. Griffith and I? J, Albanese, “An Examination of Plog’s Psychographic Travel Model Within a Student Population,” /ownal of Travel Research, Spring 1996, pp. 47-51; N.I? Nickerson and G.D. Ellis, “Traveler Types and Activation Theory: A Comparison of Two Models,“]ournalofTravel Research, Winter 1991, pp. 26-31; and I? Tarlow and M.J. Muehsam, “New Views of the International Visitor: Turning the Theory of the Plog Model Into Application: Some Initial Thoughts on Attracting the International Tourist,” a paper presented to the Travel & Tourism Research Association, International Conferencr, Minneapolis, MN, Spring 1992. JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 13

CORNELL QUARTERLY CLASSIC TRAVELERS'PSYCHOGRAPHICS Feature articles on the travel habits of the dif-the project was the fact that only 27 percent of ferent travel personalities have appeared in popu-the population had flown in a commercial air- lar magazines (e.g.,Conde Nast Traveler,Endless plane at that time.With the jet age just begin- Vacation,Car Travel,AAA World,Mature Out- ning,seat capacity was growing at more than 20 look).Various college tourism texts review the percent per year,while passenger growth was just concept,and I have explained it further in two 8 percent.Thus,the airlines had to encourage travel books I wrote. more people to fly. How destinations grow and decline has been The sponsors'basic questions centered on who part of the advanced training program offered does not fly,why they don't fly,and what could for travel agents for more than 20 years by the be done to get them to fly.All of this is hard to Institute of Certified Travel Agents(ICTA),and believe today,given that over 80 percent of the all trainees must answer questions about population has flown,and about a third take to psychographics and the tourism life cycle before the skies every year.What a change in a relatively receiving their Certified Travel Counselor certifi-short period of time!Travel has become a huge cate.Other training materials for tavel agents business,growing from about the twelfth-largest using the basic ideas include those of Semer-industry at the time of the original research to Purzycki and Starr.5 On-line exposure has oc-the largest in the United States and the world, curred with training sites established by Harcourt according to the World Tourism Organization Learning Direct and Education Systems LLC (WTO). for instance,the Weissmann "Travel Corner"and The original study provided several research Puerto Rico's tourism web site for a time allowed luxuries that are not common in today's fast- consumers to take a shortened version of the test paced,skinnied-down research environment,and and read their own profiles. those factors facilitated the development of new This article reintroduces the psychographic ideas.We had the freedom to pursue offbeat ideas, scale and updates what has been learned since the time and money to be as thorough as we my last article appeared in Cornell Quarterly,in-needed in testing concepts,and the opportunity cluding how travel has changed and where many to employ several research approaches to ensure destinations currently fit on the destination-life-that our conclusions were justified.My associate cycle chart.To review how destinations rise and at the time(Kenneth B.Holden)and I decided fall in popularity,it is necessary first to provide a that we had to understand the psychology of description of the research basis for development travel-why some people travel and others do of the concept and the relationship between travel not-to provide recommendations to our travel- personalities and destination selection. industry sponsors on how to get more people into the air.Therefore,we conducted an extensive lit- Psychographic Study erature review on what was known about why A group of 16 travel-industry clients supported people don't fly (little,at the time)and investi- the original study,which was initiated in 1967.6 gated a number of psychological theories to de- Sponsors included 10 major airlines,the three termine their applicability to our research needs. commercial airframe manufacturers of the day More important,we completed over 60 in- (Bocing,Douglass,and Lockheed),and three depth,two-hour interviews with people who did large print-media companies(Reader's Digest,not fly but had sufficient income to travel when- Time/Life,and R.H.Donnelly).The genesis of ever they wished.We explored their life histories from childhood to the present to determine com- As cited earlier:Stanley C.Plog,Leisure Travel:Making It A mon patterns or psychological characteristics. Growth Market...Again!(New York:John Wiley Sons,1991):Then our team monitored 200 telephone calls &阳品eoi3krif5 (Rodond山 to airline-reservations centers from naive travel- ers to learn about the kinds of questions those s J.Semer-Purzycki,The Travel Professional,Study Unit I novices asked of reservations agents.Some of the (New York:Harcourt Learning Direct,print and on-line,1999), ]Semer-Purzycki,Travel Vision:A Practical Guide for the Travel, questions from first-time flyers are humorous in Tourism and Hospitality Industry (New York:Prentice Hall, retrospect and showed people's lack of under- 2000);and N.Start,Viewpoint:An Introduction to Travel.Tour- standing of the dynamics of air travel.For ex- ism Hospitaliry Third Edition (New York:Prentice Hall, 2000). ample,they asked:If I feel sick,can I open the window?,Are there bathrooms on board?,and Stanley C.Plog,New Markets for Air Travel:Executive Sum- mary Vol./(Panorama City,CA:Behavior Science Corpora- Do I tip the stewardess?We began to develop a tion,1968). psychological concept from this exploratory re- 14 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

CORNELL QUARTERLY CLASSIC 1 TRAVELERS’ PSYCHOGRAPHICS Feature articles on the travel habits of the dif- the project was the fact that only 27 percent of ferent travel personalities have appeared in popu- the population had flown in a commercial air￾lar magazines (e.g., Condo' Nast Traveler, Endless plane at that time. With the jet age just begin￾Vacation, Car &Travel, AAA World, Mature Out- ning, seat capacity was growing at more than 20 look). Various college tourism texts review the percent per year, while passenger growth was just concept, and I have explained it further in two 8 percent. Thus, the airlines had to encourage travel books I wrote.* more people to fly. How destinations grow and decline has been part of the advanced training program offered for travel agents for more than 20 years by the Institute of Certified Travel Agents (ICTA), and all trainees must answer questions about psychographics and the tourism life cycle before receiving their CertifiedTravel Counselor certifr￾cate. Other training materials for travel agents using the basic ideas include those of Semer￾Purzycki and Starr. 5 On-line exposure has oc￾curred with training sites established by Harcourt Learning Direct and Education Systems LLC￾for instance, the Weissmann “Travel Corner” and Puerto Rico’s tourism web site for a time allowed consumers to take a shortened version of the test and read their own profiles. The sponsors’ basic questions centered on who does not fly, why they don’t fly, and what could be done to get them to fly. All of this is hard to believe today, given that over 80 percent of the population has flown, and about a third take to the skies every year. What a change in a relatively short period of time! Travel has become a huge business, growing from about the twelfth-largest industry at the time of the original research to the largest in the United States and the world, according to the World Tourism Organization (WTO). This article reintroduces the psychographic scale and updates what has been learned since my last article appeared in Cornell Quarter&, in￾cluding how travel has changed and where many destinations currently fit on the destination-life￾cycle chart. To review how destinations rise and fall in popularity, it is necessary first to provide a description of the research basis for development of the concept and the relationship between travel personalities and destination selection. Psychographic Study A group of 16 travel-industry clients supported the original study, which was initiated in 1967.” Sponsors included 10 major airlines, the three commercial airframe manufacturers of the day (Boeing, Douglass, and Lockheed), and three large print-media companies (Reader’s Digest, Time/Life, and R.H. Donnelly). The genesis of The original study provided several research luxuries that are not common in today’s fast￾paced, skinnied-down research environment, and those factors facilitated the development of new ideas. We had the freedom to pursue offbeat ideas, the time and money to be as thorough as we needed in testing concepts, and the opportunity to employ several research approaches to ensure that our conclusions were justified. My associate at the time (Kenneth B. Holden) and 1 decided that we had to understand the psychology of travel-why some people travel and others do not-to provide recommendations to our travel￾industry sponsors on how to get more people into the air. Therefore, we conducted an extensive lit￾erature review on what was known about why people don’t fly (little, at the time) and investi￾gated a number of psychological theories to de￾termine their applicability to our research needs. More important, we completed over 60 in￾depth, two-hour interviews with people who did not fly but had sufficient income to travel when￾ever they wished. We explored their life histories from childhood to the present to determine com￾mon patterns or psychological characteristics. Then our team monitored 200 telephone calls to airline-reservations centers from ndive travel￾ers to learn about the kinds of questions those novices asked of reservations agents. Some of the questions from first-time flyers are humorous in retrospect and showed people’s lack of under￾standing of the dynamics of air travel. For ex￾ample, they asked: If I feel sick, can I open the window?, Are there bathrooms on board?, and Do I tip the stewardess? We began to develop a psychological concept from this exploratory re- * As cited earlier: Stanley C. Plog, Leisure Travel: Making It A Growth Market.. .Again!(NewYork: John Wiley & Sons, 1991); and Stanley C. Plog, Vacation Places Rated (Redondo Beach, CA: Fielding Worldwide, Inc., 1995). 5 J. Semer-Purzycki, The Travel Professional, Study &it I (NewYork: Harcourt Learning Direct, print and on-line, 1999), J. Semer-Purzycki, Travel Vision: A Practical Guidefor the 7izve1, Tourism and Hospitality Industry (New York: Prentice Hall, 2000); and N. Starr, Viewpoint: An Introduction to 7hve1, Tour￾ism & Hospitality, Third Edition (New York: Prentice Hall, 2000). 6 Stanley C. Plog, New Markets for Air Travel: Executive Sum￾mary, Vol. I (Panorama City, CA: Behavior Science Corpora￾tion, 1968). 14 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

TRAVELERS'PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC search,along with a psychographic scale that definition of the personality profile of each is we tested on a nationwide random sample of useful since travel patterns flow directly from 1,600 households through intensive in-home these characteristics. interviews. Based on this 1967 study,we concluded that Personality Profiles a constellation of three primary personality char- Those labeled as Dependables (originally, acteristics defines the non-flyer personality: Psychocentrics)have a constellation of personal- (1)Generalized anxieties.Classic non-fliers feel a continual low-level feeling of dread that can consume much of their psychic energy. These anxieties play out daily to inhibit these persons from reaching out to explore Self-confident and intellectually curious, the world around them with comfort and Venturers have a strong desire to explore self-confidence.This is not to be confused with those who suffer from a specific pho- the world of ideas and places. bia that can be treated through behavioral therapy.When a person has generalized anxieties and non-focused self-doubts,the world seems to be a dangerous place. (2)Sense ofpowerlessness.These individuals ity characteristics in common.Granting that no usually believe that what happens to them person is a perfect examplar of any personality in daily life is largely out of their control. type,if one could isolate persons with the arche- The good that comes to them and the typal Dependable personality,one would find misfortunes encountered result mostly from that typically they: chance happenings and events.Individuals Are somewhat intellectually restricted,in that cannot control their own destinies,they they do not seek out new ideas and experi- believe. ences on a daily basis.Compared to most (3)Territory boundness.Not only do these people,they read less,watch TV more,and persons not travel much as adults,but they restrict the variety of contacts they might did relatively little traveling as children. have with the world around them.In brief, Their lives have been restricted for decades they are less venturesome and less exploring in a number of ways,and they make no than most persons. attempt to expand their horizons. .Are cautious and conservative in their daily At the time,we called these nonflyers lives,preferring to avoid making important Psychocentrics,to reflect the fact that they lavish decisions rather than confront the choices so much personal energy on life's small events. that face everyone daily. These people have little time to face up to and .Are restrictive in spending discretionary income. manage the larger problems we all encounter.I've Uncertain about the future,they don't want since developed a more user-friendly term, to overcommit and become financially Dependables,since they try to make so much of stretched.Although frugality is a good habit, their daily lives predictable and dependable. they choose it from a basis of fear,rather than Through a series of follow-on studies,it was being motivated by good planning. possible to outline the personality at the oppo- .Prefer popular,well-known brands of consumer site end of the spectrum.These individuals reach products because the popularity of such items out and explore the world in all of its diversity. makes them safe choices.(That is,everyone Self-confident and intellectually exploring,they likes these so they must work,or they measure low on all measures of personal anxiety. wouldn't be so popular.) They make decisions rather quickly and easily, .Face daily life with little self-confidence and low without worrying greatly whether each choice is activity levels.Some might call them more correct (since life involves taking small risks ev- lethargic than other people. ery day).They have varied interests and a strong .Ofien look to authority figures for guidance and intellectual curiosity that leads to a desire to ex- direction in their lives.Because of uncertain- plore the world of ideas and places.Though I ties about their own decision-making abili- originally called them Allocentrics,I have since ties,they may follow the advice or imitate the relabeled them as Venturers.A more complete actions of public personalities.Thus,using JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 15

TRAVELERS’ PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC search, along with a psychographic scale that we tested on a nationwide random sample of 1,600 households through intensive in-home interviews. Based on this 1967 study, we concluded that a constellation of three primary personality char￾acteristics defines the non-flyer personality: 0) (2) Generalized anxieties. Ciassi; non-flier; feel a continual low-level feeling of dread that can consume much of their psychic energy. These anxieties play out daily to inhibit these persons from reaching out to explore the world around them with comfort and self-confidence. This is not to be confused with those who suffer from a specific pho￾bia that can be treated through behavioral therapy. When a person has generalized anxieties and non-focused self-doubts, the world seems to be a dangerous place. Sense ofpowerlessness. These individuals usually believe that what happens to them in daily life is largely out of their control. The good that comes to them and the misfortunes encountered result mostly from chance happenings and events. Individuals cannot control their own destinies, they believe. (3) Territory boundness. Not only do these persons not travel much as adults, but they did relatively little traveling as children. Their lives have been restricted for decades in a number of ways, and they make no attempt to expand their horizons. At the time, we called these nonflyers Psychocentrics, to reflect the fact that they lavish so much personal energy on life’s small events. These people have little time to face up to and manage the larger problems we all encounter. I’ve since developed a more user-friendly term, Dependables, since they try to make so much of their daily lives predictable and dependable. Through a series of follow-on studies, it was possible to outline the personality at the oppo￾site end of the spectrum. These individuals reach out and explore the world in all of its diversity. Self-confident and intellectually exploring, they measure low on all measures of personal anxiety. They make decisions rather quickly and easily, without worrying greatly whether each choice is correct (since life involves taking small risks ev￾ery day). They have varied interests and a strong intellectual curiosity that leads to a desire to ex￾plore the world of ideas and places. Though I originally called them Allocentrics, I have since relabeled them as Venturers. A more complete definition of the personality profile of each is useful since travel patterns flow directly from these characteristics. Personality Profiles Those labeled as Dependables (originally, Psychocentrics) have a constellation of personal￾Self-confident and intellectually curious, Venturers have a strong desire to explore the world of ideas and places. ity characteristics in common. Granting that no person is a perfect examplar of any personality type, if one could isolate persons with the arche￾typal Dependable p ersonality, one would find that typically they: l Are somewhat intellectually restricted, in that they do not seek out new ideas and experi￾ences on a daily basis. Compared to most people, they read less, watch TV more, and restrict the variety of contacts they might have with the world around them. In brief, they are less venturesome and less exploring than most persons. . Are cautiozls and conservative in their daily Lives, preferring to avoid making important decisions rather than confront the choices that face everyone daily. l Are restrictive in spending discretionary income. Uncertain about the future, they don’t want to overcommit and become financially stretched. Although frugality is a good habit, they choose it from a basis of fear, rather than being motivated by good planning. 9 Prefer popular, well-known brands of consumer products because the popularity of such items makes them safe choices. (That is, everyone likes these so they must work, or they wouldn’t be so popular.) . Face da+ I;fe with little self-conjdence and Low activity levels. Some might call them more lethargic than other people. l Ofien look to autborityjgures for guidance and direction in their lives. Because of uncertain￾ties about their own decision-making abiIi￾ties, they may follow the advice or imitate the actions of public personalities. Thus, using JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 15

CORNELL QUARTERLY CLASSIC TRAVELERS'PSYCHOGRAPHICS EXHIBIT 1 well-known movie or television stars and Psychographic sports figures in advertising and promotional personality types materials is more likely to influence this audi- ence than other groups. Are passive and non-demanding in their daily lives.They often retreat when encountering problem situations,rather than aggressively taking charge to handle the difficulties. .Like structure and routine in their relatively CENTRIC- CENTRIC- non-varying lifestyles.As a result,they make DEPEND- VENTURER wonderful,trusted supervisors in many com- ABLE panies because of the predictability and rou- DEPENDABLE NEAR MID-CENTRIC NEAR- tine nature of the lifestyles they lead.They PSYCHOCENTRIC VENTURER DEPENDABLE VENTURER serve as the flywheels of society,making cer- (ALLOCENTRIC) (NEAR (NEAR tain that things run according to plan wher- PSYCHOCENTRIC) ALLOCENTRIC) ever they work,a good reason to label them as Dependables. DIRECTION OF INFLUENCE Prefer to be surrounded by friends and family. because the warm friendship and support provided in intimate circles make them feel comfortable and secure. The personality scale helps to explain why desti- Venturers.At the opposite end of the spec- nations rise and fall in popularity.In particular, trum are the archetypal Venturers.As their name implies,they: tourists'personality characteristics determine .Are intellectually curious about and want to their travel patterns and preferences. explore the world around them in all of its diversity.They continually seek new experi- ences and enjoy activity.They watch TV little and prefer what is novel and unusual. .Make decisions quickly and easily,since they recognize that life involves risks,regardless of the choices made,and you learn to live with those choices. Spend discretionary income more readily.They believe that the future will be better than the past and they want to enjoy the fruits of their labors now. Like to choose new products shortly after intro- duction into the marketplace,rather than stick with the most popular brands.The thrill of discovery overrides disappointments that can come from a new product that doesn't live up to its promise. .Face everyday life full of self-confidence and personal energy.They eagerly venture out to investigate what might be new and interest- ing to learn more about the latest technolo- gies,or explore exciting concepts and ideas with others. Look to their own judgment,rather than au- thority figures,for guidance and direction in their lives.They are relatively inner-directed and believe they can make the best choices for themselves,rather than relying on the opinions of experts. 16 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

CORNELL QUARTERLY CLASSIC TRAVELERS’ PSYCHOGRAPHICS well-known movie or television stars and Psychographic personality types sports figures in advertising and promotional materials is more likely to influence this audi￾ence than other groups. l Are passive and non-demanding in their da+ Lives. They often retreat when encountering problem situations, rather than aggressively taking charge to handle the difficulties. l Like structure and routine in their relatively non-varying lifestyles. As a result, they make wonderful, trusted supervisors in many com￾panies because of the predictability and rou￾DEPENDABLE NEAR tine nature of the lifestyles they lead. They PSYCHOCENTRIC MID-CENTRIC NEAR- VENTURER DEPENDABLE VENTURER (ALLOCENTRIC) serve as the flywheels of society, making cer- (NEAR (NEAR tain that things run according to plan wher￾PSYCHOCENTRIC) ALLOCENTRIC) ever they work, a good reason to label them as Deoendables. DIRECTION OF INFLUENCE l Prefer to be surrounded by friends andfamily, because the warm friendship and support provided in intimate circles make them feel comfortable and secure. The personality scale helps to explain why desti- Venturers. At the opposite end of the spec￾trum are the archetypal Venturers. As their name nations rise and fall in popularity. In particular, implies they: tourists’ personality characteristics determine l Are tntellectually ’ curious about and want to their travel patterns and preferences. explore the world around them in all of its diversity. They continually seek new experi￾ences and enjoy activity. They watch TV little and prefer what is novel and unusual. l Make decisions quickly and easily, since they recognize that life involves risks, regardless of the choices made, and you learn to live with those choices. l Spend discretionary income more readily. They believe that the future will be better than the past and they want to enjoy the fruits of their labors now. 9 Like to choose new products shortly ajer intro￾duction into the marketplace, rather than stick with the most popular brands. The thrill of discovery overrides disappointments that can come from a new product that doesn’t live up to its promise. l Face everyday life fill of self-conjdence and personal energy. They eagerly venture out to investigate what might be new and interest￾ing to learn more about the latest technolo￾gies, or explore exciting concepts and ideas with others. l Look to their own judgment, rather than au￾tbority jgures, for guidunce and direction in their lives. They are relatively inner-directed and believe they can make the best choices for themselves, rather than relying on the opinions of experts. 16 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

TRAVELERS'PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC .Are active and relatively assertive in their daily Prefer to stay in their mobile homes,with lives.If something does not go their way (a friends and relatives,or in the lowest-cost flight is cancelled at an airport,a product hotels and motels. they bought has flaws),they will actively and .Prefer highly developed"touristy"spots,on forcefully attempt to get the wrong corrected. the logic that the popularity of these sites .Prefer a day filled with varying activities and means that they must be great places to visit challenges,rather than routine tasks.Although or else so many people wouldn't go there. they can have great new ideas in business or Also,heavy development supports fast-food cultural life,they may not be good at imple- restaurants and convenience stores,which mentation since they don't like the tedious offer the comfort and familiar feeling of what detail work that comes with bringing ideas to they experience back home. fruition. .Tend to select recreational activities at these Often prefer to be alone and somewhat medita- destinations that also are familiar-video tive,even though they may appear to be games for teenagers,and movies and minia- friendly and outgoing.Trusting their own ture golf for the family. ideas,and often feeling that people around Rate sun-and-fun spots high as destinations, them arc somewhat dull and slow thinking, bccause they offer the chancc to relax and they may avoid social situations and parties. soak up the warmth on a beach or around a pool,consistent with a preference for low Personality Distribution activity levels. As I said,the archetypes of the two personalities .Typically select well-defined,escorted tours are rare.In national samples,based on the ques- to the best-known places for their infrequent tions developed from the original research,the international trips.rather than make inde- dimensions of venturesomeness and dependabil- pendent travel arrangements. ity distribute on a normal curve,with a slight Purchase plenty of souvenirs,tee-shirts,de- skew to venturesomeness (as shown in Exhibit cals,and other strong visual reminders of 1).About 2 1/2 percent of the population can be where they have been. classified as Dependables and slightly over 4 per- .Are likely to return to a destination again and cent as venturers.The remainder falls into the again once they try it because it was a good groups in between,such as near-Dependables, choice. near-Venturers,or the largest group,Centrics,the Having reviewed what pleases the Depend- extensive middle group comprising people who able personality type,picturing the preferences have a mixture of personality characteristics that of their polar opposites is not difficult.Compared may lead an individual one way or the other. to the people in the mid-point of our scale,the The implications of this distribution are con- Venturers: siderable.Parametric statistics can be used in most .Travel more frequently because travel is an of the research,and the personality scale helps to important part of exploring the world around explain why destinations rise and fall in popu- them. larity,as will be seen.In particular,these person- .'Take relatively long trips. ality characteristics determine travel patterns and .Spend more each day per capita. preferences.Examining the two groups at the op- .Take to the air more often than do other posite ends of the normal curve once morc al- groups (although they use all modes of lows an easier explanation of the concept.For travel),because they will pay extra for the Dependables,research over the past three decades convenience of getting there sooner to enjoy points out that(compared to the average per- a destination longer. son)they: Strongly prefer unusual,underdeveloped .Travel less frequently. destinations that have retained their native Stay for shorter periods of time when they charm.More important,they avoid crowded. travel. touristy places. .Spend less per capita at a destination. .Gladly accept inadequate or unconventional .Prefer to go by the family car,camper,or kinds of accommodations because these be- SUV,rather than by air,because they can come an integral part of a unique vacation take more things with them,and that makes experience. the trip seem more homey and less anxiety Prefer to participate in local customs and producing. habits and tend to avoid those events that JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 17

TRAVELERS’ PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC l Are active and relatively assertive in their daily lives. If something does not go their way (a flight is cancelled at an airport, a product they bought has flaws), they will actively and forcefully attempt to get the wrong corrected. l Prefer a dayjlled with varying activities and challenges, rather than routine tasks. Although they can have great new ideas in business or cultural life, they may not be good at imple￾mentation since they don’t like the tedious detail work that comes with bringing ideas to fruition. l Oj?en prefer to be alone and somewhat medita￾tive, even though they may appear to be friendly and outgoing. Trusting their own ideas, and often feeling that people around them are somewhat dull and slow thinking, they may avoid social situations and parties. Personality Distribution As I said, the archetypes of the two personalities are rare. In national samples, based on the ques￾tions developed from the original research, the dimensions of venturesomeness and dependabil￾ity distribute on a normal curve, with a slight skew to venturesomeness (as shown in Exhibit 1). About 2 l/2 percent of the population can be classified as Dependables and slightly over 4 per￾cent as Venturers. The remainder falls into the groups in between, such as near-Dependables, near-Venturers, or the largest group, Centrics, the extensive middle group comprising people who have a mixture of personality characteristics that may lead an individual one way or the other. The implications of this distribution are con￾siderable. Parametric statistics can be used in most of the research, and the personality scale helps to explain why destinations rise and fall in popu￾larity, as will be seen. In particular, these person￾ality characteristics determine travel patterns and preferences. Examining the two groups at the op￾posite ends of the normal curve once more al￾lows an easier explanation of the concept. For Dependables, research over the past three decades points out that (compared to the average per￾son) they: l Travel less frequently. l Stay for shorter periods of time when they travel. l Spend less per capita at a destination. l Prefer to go by the family car, camper, or SW, rather than by air, because they can take more things with them, and that makes the trip seem more homey and less anxiety producing. l Prefer to stay in their mobile homes, with friends and relatives, or in the lowest-cost hotels and motels. l Prefer highly developed “touristy” spots, on the logic that the popularity of these sites means that they must be great places to visit or else so many people wouldn’t go there. Also, heavy development supports fast-food restaurants and convenience stores, which offer the comfort and familiar feeling of what they experience back home. l Tend to select recreational activities at these destinations that also are familiar-video games for teenagers, and movies and minia￾ture golf for the family. l Rate sun-and-fun spots high as destinations, because they offer the chance to relax and soak up the warmth on a beach or around a pool, consistent with a preference for low activity levels. . Typically select well-defined, escorted tours to the best-known places for their infrequent international trips, rather than make inde￾pendent travel arrangements. l Purchase plenty of souvenirs, tee-shirts, de￾cals, and other strong visual reminders of where they have been. l Are likely to return to a destination again and again once they try it because it was a good choice. Having reviewed what pleases the Depend￾able personality type, picturing the preferences of their polar opposites is not difficult. Compared to the people in the mid-point of our scale, the Venturers: l Travel more frequently because travel is an important part of exploring the world around them. l Take relatively long trips. l Spend more each day per capita. l Take to the air more often than do other groups (although they use all modes of travel), because they will pay extra for the convenience of getting there sooner to enjoy a destination longer. l Strongly prefer unusual, underdeveloped destinations that have retained their native charm. More important, they avoid crowded, touristy places. l Gladly accept inadequate or unconventional kinds of accommodations because these be￾come an integral part of a unique vacation experience. l Prefer to participate in local customs and habits and tend to avoid those events that JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 17