In the study, published in the magazine Tourism Management, Juan Luis Nicolau and Francisco Más analysed data from 2,491 people gathered by the CIS, and reached the conclusion that the choosing of a holiday destination has various stages, which follow a hierarchy.
“People have a limited capacity for analysis, and this leads them to break down complex decisions into hierarchical processes and take into consideration a small number of critical variables at each level to make the decision-making process more manageable,” the authors of the study tell SINC.
“When confronted by a complex problem, the human brain ‘satisfies’ more than it ‘optimises’,” explains Nicolau. In this situation, “the individual will try to choose an option that is sufficiently satisfying, regardless of whether or not it is the best choice”, adds the scientist.
Alternatives to the traditional “sun and sand”
Out of various possible models, Nicolau and Más have drawn up one with a sequential structure. First a person decides whether or not they will go on holiday, and then they decide upon the type of destination. In this case, the researchers looked at two pairs of possible destinations within Spain – coastal or inland, and city or village.
Analysis of the data shows that tourists first choose whether the destination will be seaside or mountains, and then look at the urban features of the area. This order shows that “in countries such as Spain, inland tourism is firmly established in tourists’ minds as an alternative to traditional sun and sand holidays”, says Nicolau.
The research also covers two combinations of factors that influence tourists’ decisions – how much money they are prepared to spend in relation to their salary (price-salary) and also in relation to their motivation in choosing a particular destination (price-motivation).
The tourist/purchaser behaves in the same way as he or she does with any other consumer good, and tends to choose economic destinations. Even tourists with a higher income level prefer cheaper places, whether inland or on the coast. If a person is looking for peace and quiet, they are prepared to pay rather more, especially for a beach destination. Where the prime motivation is cultural interest, there does not seem to be any general trend.
“The results of this research have important strategic implications”, remarks Nicolau. Understanding tourist choice processes would enable tourism organisations to “design better marketing strategies, adapting them to those features they consider most important”, among them “tourists’ sensitivity to changes in prices”, stresses the researcher.
SINC Team | alfa
How Strong Brands Translate into Money
15.11.2016 | Kühne Logistics University - Wissenschaftliche Hochschule für Logistik und Unternehmensführung
Demographic change depresses tax revenues
04.11.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT
A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...
In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.
“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...
The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.
The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...
Broadband rotational spectroscopy unravels structural reshaping of isolated molecules in the gas phase to accommodate water
In two recent publications in the Journal of Chemical Physics and in the Journal of Physical Chemistry Letters, researchers around Melanie Schnell from the Max...
The efficiency of power electronic systems is not solely dependent on electrical efficiency but also on weight, for example, in mobile systems. When the weight of relevant components and devices in airplanes, for instance, is reduced, fuel savings can be achieved and correspondingly greenhouse gas emissions decreased. New materials and components based on gallium nitride (GaN) can help to reduce weight and increase the efficiency. With these new materials, power electronic switches can be operated at higher switching frequency, resulting in higher power density and lower material costs.
Researchers at the Fraunhofer Institute for Solar Energy Systems ISE together with partners have investigated how these materials can be used to make power...
16.11.2016 | Event News
01.11.2016 | Event News
14.10.2016 | Event News
02.12.2016 | Medical Engineering
02.12.2016 | Agricultural and Forestry Science
02.12.2016 | Physics and Astronomy