GLOSARIUM

1. Psychocentrics – A term coined in 1977 by Plog referring to inwardlooking, low risk-taking, less adventurous tourists.

2. Psychographic – The analysis of people’s lifestyles, perceptions and attitudes as a way of segmenting tourism markets.

3. Purchase Decision – The process by which an individual decides whether or not to buy a particular type of product and then which specific brand to purchase.

4. Qualitative Research – Research which is concerned with customers’ attitudes and opinions which cannot be qualified.

5. Quantitative Research – Research which is concerned with the statistical data which can be measured and expressed numerically.

6. Reconnaissance - An on-site evaluation of an attraction or destination from the perspective of the customer. Best performed by an outsider who is not familiar with the location and who is trained in fair and scientific methods of evaluation.

7. Repositioning – The process by which organizations attempt to change the consumer’s perceptions of a product or service.

8. Resort - A place that many people go to for a holiday.

9. Seasonality – The distribution over time of total demand for a productor destination, usually expressed in terms of peak and off-peak seasons to distinguish between those times when demand is higher than average and vice versa.

10. Segmentation – The technique of dividing total markets into subgroups whose members share similar characteristics as consumers.