Sejarah Consumer Behaviour

Dr. A.H. Galih Kusumah

 Learning Objectives
Mahasiswa mengenal sejarah munculnya
pariwisata serta perilaku traveler
Mahasiswa memahami evolusi perilaku wisatawan
dari masa ke masa
Mahasiswa mengenal jenis-jenis pariwisata serta
perilaku spesifik yang muncul
 Introduction
The history of tourist behaviour is a complex
subject.
Most historians of tourism have tended to focus on
Europe, from the Greeks and the Romans to the
railway and Thomas Cook in the UK.
In fact, we do not know for certain who the first
tourists were or where they lived.
To date, little research appears to have been
undertaken on the development of tourism outside
Europe.
 Europe
Europe is the most popular continent as a
destination for international tourists, although it is
slowly losing its position in the world tourism
market to other regions
Most commentators consider Europe to be the
birthplace of modern tourism
 Europe
The development of tourism in Europe, as
elsewhere, rested on two essential pre-requisites:
a desire to travel
the removal of obstacles that prevented people from
taking trips.
The desire to travel was predominantly based on
religious devotion, concerns over health or on
trade, rather than pleasure
They also visited sporting events such as the
Olympic Games which began in 776 BC
 Europe
It was the Romans who were largely responsible for
introducing the idea of tourism for pleasure, rather
than for utilitarian purposes
The Romans were perhaps the first to create
purpose-built tourism resorts, both at the coast and
inland.
Romans could escape from the moral codes which
constrained their everyday lives. This led to loud
parties, excessive drinking, and nude bathing
 Europe
Leisure/Tourism was an elitist activity beyond the
means of most Romans.
One form of tourism, that was to become the
earliest form of mass tourism, was born in Europe
at Dark Age, namely, the pilgrimage.
The pilgrimages were supported by a well-
developed infrastructure of accommodation, eating
places and even guidebooks, and were thus the
forerunners of the modern tourism industry.
 Europe
Towards the end of the Middle Ages there was a growth in
what might be termed educational tourism, where people
travelled to see great paintings and buildings, meet famous
artists, and learn more about language and culture.
Italy was the favoured destination for such trips, which
were the origin of the Grand Tour
In the latter decades of the eighteenth century the Grand
Tour changed in nature, with more people travelling but
taking shorter trips, tended to be older and more middle
class than aristocrat, and were more interested in
sightseeing and hedonism than learning.
The aristocracy began to desert the Grand Tour and look for
more exclusive leisure activities elsewhere.
 Europe
Nature and the scenic beauty of landscapes started to
become a major attraction for some tourists,
stimulated by the growth of the Romantic Movement
in art.
The poor sanitary conditions of the burgeoning towns
of Europe in the fifteenth and sixteenth centuries
stimulated an interest in health among the upper
classes.
Over time, like the Grand Tour, the spas became less
exclusive as middle-class people began to visit them.
 Europe
In the nineteenth century we see the real foundations
being laid for the development of modern tourism,
owing most notably to the introduction of railways.
Another development in the nineteenth century that
was to have a profound impact on the growth of
tourism was the creation of the modern tour operator,
which traditionally is thought to be the excursion
business started by Thomas Cook in 1841, in Britain.
Other future tourism markets were also being
pioneered in the early years of the twentieth century
including skiing holidays
 Europe
Sunbathing also developed as a leisure activity in the
hedonistic days of the same decade.
From the 1930s onwards, the growing availability of the
motor car further stimulated tourism.
These improvements in transport coincided in Europe
with an increase in leisure time as a result of legislation
on the length of the working week, in many European
countries.
 Europe
The rapid growth of mass tourism in Europe since the
late 1940s, has been well documented. It has been
explained by the coincidence of a number of
interrelated factors occurring at the same time,
including:
increases in disposable income
advances in aircraft technology
the greater availability of motor cars
further increases in leisure time
education
the growth of tour operators and the package holiday.
The final trend we should note in the historical
development of tourism in Europe is the fact that
Britain is no longer at the forefront of developments.
 North America
The Native Americans had been travelling around the
continent of North America for centuries before the
colonists arrived. This travel must have been motivated
by religious devotion, the desire to keep in touch with
relatives and the need to look for new hunting grounds.
Was the railway which really first stimulated tourism in
the USA, both for pleasure and business. It particularly
opened up the Wild West to settlers, commercial
travellers and curious tourists.
The next major phase of tourism growth in the USA was
stimulated by the growth of car ownership.
 North America
Car ownership stimulated two new developments in
US tourism:
the creation of the roadside motels, offering
accommodation that was convenient for motorists. While
the motel concept did not extend to Europe until the
1980s, it dates back to the 1920s in the USA
a growing number of visitors to remote national parks that
were beyond the public transport network. This started
what has become a major theme of US domestic tourism,
namely, visiting wilderness areas in a private car or RV
(recreational vehicle).
 North America
In recent decades, the USA has pioneered a number
of new forms of visitor attractions which have been
adopted elsewhere in the world. These include:
theme parks, beginning with Disneyland in California
which opened over forty years ago
leisure shopping
open air museums, with live interpretation, such as Old
Sturbridge Village, the Plimoth Plantation, and Mystic
Seaport in New England
waterfront redevelopment projects, for example, those of
Baltimore, Boston and San Francisco.
 Middle East
The countries of the Middle East have a long history
of involvement in the tourism industry, most notably
in terms of religious tourism. This region is the most
important pilgrimage destination in the world for
three major religions:
Muslims for whom both Mecca and Jerusalem are very
sacred places; the tourist flow to Mecca is probably the
largest single annual movement of tourists in the world
The cities of Nazareth, Bethlehem, Jerusalem and Jericho,
which are the most important religious cities for Christians
Jerusalem which is the holiest city for Jews.
 Middle East
Some Middle Eastern countries that have never before
tried to attract tourists are either attempting to develop
tourism or at least are starting to make it easier for
tourists to enter them, for example:
Dubai, with its emphasis on shopping and desert safaris in
four wheel drive vehicles
Iran, which is increasingly opening its borders to foreign
tourists
Lebanon, which is rebuilding its tourism industry and
attempting to re-enter the international tourism market.
 Asia
Thailand
Malaysia
Singapore
Hong Kong
China
Japan
Korea
Indonesia
 Factors Influencing Tourism
climate
geographical location
history
language
the development of transport systems
levels of economic development
the quality of landscapes and townscapes
government policies towards tourism
the degree of economic and political stability.
 Different Types of Tourism
visiting friends and relatives
business tourism
religious tourism
health tourism
social tourism
educational tourism
cultural tourism
scenic tourism
hedonistic tourism
activity tourism
special interest tourism.
First Travel Case
Terima Kasih