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perception see advertising; anticipation;
freedom, perceived; image; perceptual mapping;
marketing; risk, perceived; satisfaction
perception, environmental
Environmental perception refers to the process by
which humans organise and interpret elements of
their environment into a meaningful picture of
their world or `life-space'. An individual's perceived
environment consists of images derived from
interaction between what is selectively scanned
from that environment and the individual's scheme
of values, past experiences, expectations, motivations
and needs. It is the perceived or subjective
environment, rather than objective `reality', which
is of greatest significance in explaining human
environmental behaviour. It is from within this
perceived environment that alternative courses of
action are selected; alternatives which are seen as
optimal from a perceived and limited range of
options and the perception of the outcomes of the
choices made.
Environmental perception is basic to an understanding
of tourism decision making and why
tourists choose particular settings and activities.
Tourism behaviour is discretionary and tourists are
free to choose experiences according to how they
perceive opportunities, filter environmental stimuli,
interpret information and establish preferences. A
predisposition towards tourism is translated into
participation in it through a choice mechanism
heavily dependent upon perceptions �or personal
mental constructs) of opportunities and experiences
on offer.
Perception operates over several dimensions and
various scales in tourism decision making and
initial mental constructs may be confirmed or
revised as a result of further spatial search and
learning. Information levels, as well as the ability to
use that information �including personality characteristics,
aversion to risk and so on) also help
structure evaluative beliefs and mental images
concerning the nature and quality of anticipated
experiences. Predictions regarding tourism behaviour
would have greater validity if more attention
was given to environmental perception and to
attitudes and motivations affecting decision mak-
ing. This would help explain why certain destinations
and activities are favoured, and how and
why alternative tourism opportunities are
ranked.
Information sources and the credibility of the
information itself are key issues in the choice of
tourism settings. Information helps structure the
images of the environment to which tourists
respond. This is part of the rationale for tourism
promotion and, indeed, for all forms of persuasive
advertising. Information flowing from an �objective)
environment or potential destination is filtered
through the perceiver's set of preferences, values
and cultural interpretations of place meaning.
These in turn are open to manipulation by external
influences. Inadequate information or misinformation
impinge upon environmental perception and
constrain the process of discriminating between
alternative tourism settings and experiences.
See also: environmental aesthetics
Further reading
Garling, T. and Golledge, R. �eds) �1993) Behavior
and Environment, Amsterdam: North Holland.
perceptual mapping
perceptual mapping 431
JOHN J. PIGRAM, AUSTRALIA
Perceptual maps are multidimensional instruments
in which products �goods, services, destinations,
offers and ideas) are represented as points in the
map. Perceptual mapping is a useful tool because of
its pivotal role in designing marketing strategy.
Tourists' purchases are primarily driven by their
perceived value of products, which is a subjective
reality, as seen by the target consumers. A tourism
business can proactively differentiate its products
from the competition and create a higher perceived
value relative to its competitors. This may be
accomplished by communicating its offer, including
benefits, price and other aspects of the offer, to its
target consumers. Such maps are also found to be
useful in identifying gaps in the marketplace and
designing and positioning products to fill those
gaps, market segmentation and competitive
analysis.