Tomorrows Tourist

Dr Ian Yeoman

Victoria University of Wellington

New Zealand

Tomorrows Tourist

Who will be tomorrows tourist?

Simple Identity

Fluid Identity

Fluid identity

Educated, Multi Cultured and Knowledgeable

Education, Feminism & Identity

7

Thraenhart 2010

8

9http://www.pranavmistry.com/projects/sixthsense/

Sexuality

Walters observes that feminism is about choice and empowerment. Therefore as a consequence, Playboy has become a mainstream brand which decorates pencil cases and erasers of young girls who know there is something naughty in the brand but are encouraged to buy into its cheeky marketable sexuality. The Girls of Playboy Mansion is accepted as family viewing, in which we aspire to be Holly, Bridget or Kendra www.natashawalter.com

Fear of loss

New consumers and new attitudes

The acceleration of the eastward shift is evident. Since1995 Asia real GDP has grown at over twice the rate the rate of America and Western Europe. The Economist Magazineestimates that by 2014, on purchasing power parityAsia’s share of the world economy should exceed that of America and Europe alone and by 2020 Asia could deliver50% of total sales and profits for some multinationals,compared to 20-25 percent in 2010. Forecast’s for economic suggest that between 40-75% of the worlds economic growth will come from the BRIC countries. (Talwar 2010)

Conclusion: What’s your identity? Is it a fluid one or….

• Consumer volatility, paradox of choice and choice management

• Tourists that are frivolous, promiscuous and awkward

• A society where norms are broken• Broaden and expansive• Shared connections• Diluted cultures and globalisation• A fast, instant and networked

world which is 24/7• Longevity and shifting values• Have it all society and fear of loss• Heighten sense of personal

freedom • Liberal, sexist, experimentalism

within a multi cultural society• Inconscipicious consumption,

authenticity and cultural identity• I don’t believe you, resistance and

rebuke

Who will be tomorrows tourist?

Flatters & Wilmott 2009

Extreme Experience Seeking

15

Discretionary Thrift

16

Domestic Pax on Public Transport (Growth%)

△ 8

△ 6

△ 4

△ 2

0

2

4

6

8

10

12

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

Japan Railways Pax

Bullet Train Pax

Dom Airline Pax

Source: Japan Travel Bureau

INSPERIENCE ECONOMY

Ultimate Outdoor Theatre

Source: Trend Hunter

INSPERIENCE ECONOMY represents consumers' desire to bring top-level experiences into their domestic domain."

Key words“Creating comfortable space”“Fully equipped”“Not venturing out because we have it at home”“The best”

The Cal Spas Outdoor Theatre, at US $30,000 comes with 63-inch LCD HDTV touting surround sound, DVD/CD player… five-burner BBQ grill, a wet bar, weatherproof recliners with cup holders

The Rise of Mercurial Consumption

Simplicity

Paul Flatters – Trajectory Group

Research by the Trajectory Group (Flatters & Wilmott 2009) highlights that affluent consumers have revealed mounting dissatisfaction with excessive consumption. Many desire a wholesome and less wasteful life. As such, there is a desire to get back to nature, something that is tranquil, basic, rooted, human and simple (Yeoman 2008). As a consequence, the desire for more authentic and simple luxury experiences accelerates.

Yeoman 2010

The Authentic Tourist

• Ethical • Natural• Honest• Simple• Beautiful• Rooted• Human

Re defining Luxury

Driving an expensive car

Enjoying the best home entertainment technology

Having beautiful home furnishings

Wearing designer clothes

Having nice toiletries and pampering myself

Materialism

Eating good quality foodGoing on expensive holidaysLiving in a nice area

Enrichment

Having time on my ownHaving time just to relax

Time

The ‘old’ version of luxury: exclusive, expensive, best quality, self-indulgent, conspicuous, tangible, ‘overt materialism’

Emphasis on ‘quality of life’, experiential, personal, authentic, ‘subtle/covert materialism’

The value of relaxing and de-stressing from the pace of everyday life, focus on self-development and quality of life, intangible, non-material

STORY INGREDIENTS

Swiss Netgrannies equal story

24

In praise of slowness

Early Life: Growth and Development

Adult Maintaining highest

possible level of function

Disability threshold

Older AgeMaintaining independence and

Preventing disability

Range of functions in individuals

Age

Fun

ctio

nalit

y of

ca

paci

ty

Rehabilitation and ensuring the quality of life

Source: Yeoman 2010

Demography and life course

Trust, safety and supply

Conclusion: Is it a simple identity?• Slowdown, halting and

reserving of an identity• Experiences that are tranquil,

basic, rooted, human and simple

• Thrift, mercurial consumption and functionality

• Advice, networks and predictive behaviour

• Role of authority and governance

• Dissatisfaction with excessiveness and frivolous

Tomorrows Tourist

Dr Ian Yeoman

Victoria University of Wellington

PO Box 600

Wellington 6140

New Zealand

Tel: 00 64 4 463 5717

Email: ian.yeoman@vuw.ac.nz

Web: www.tomorrowstourist.com