SOCIAL CLASSES INFLUENCING TRAVEL BEHAVIOR

Presented by : Ritwika Bose (B.A. Tourism Administration 1st Semester)

Submitted to : Prof. Vandita Hajra

Amity Institute of Travel & Tourism, Amity University Kolkata

UPPER UPPER CLASS Well established, country club

members, sponsorers for major charity events, trusties for hospitals and colleges.

Acquiring second homes in exotic locations like island destinations abroad, chattering flights or cruise trips.

LOWER UPPER CLASS Represents “New Money”, conspicuous

consumers, successful business executives.

Destination weddings, going on cruises, ‘checking in’ to accommodation properties in exotic locations, craving never heard before experiences.

UPPER MIDDLE CLASS Constitutes the major portion of the DIY

market. Compares travel deals available in the

market. Prefers, values-for-money trips, all

inclusive child friendly accommodation & attractions, spending a lot on typical, touristic souvenirs and trinkets.

Showcases responsible tourism behavior.

LOWER MIDDLE CLASS Want to be respected in the society,

prefers neat and clean appearances and has a tendency of avoiding faddish or highly styled clothing or other extravagant product

Prefer budget group tours to popular locations not much experimental in nature. Motivations include travelling for VFR mainly.

UPPER LOWER CLASS

The largest social class segment. Solidly Blue-collar Travelling for this group of the society

is very limited.