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
An important step towards a completely new experimental access to quantum physics has been made at University of Konstanz. The team of scientists headed by...
Yersiniae cause severe intestinal infections. Studies using Yersinia pseudotuberculosis as a model organism aim to elucidate the infection mechanisms of these...
Researchers from the University of Hamburg in Germany, in collaboration with colleagues from the University of Aarhus in Denmark, have synthesized a new superconducting material by growing a few layers of an antiferromagnetic transition-metal chalcogenide on a bismuth-based topological insulator, both being non-superconducting materials.
While superconductivity and magnetism are generally believed to be mutually exclusive, surprisingly, in this new material, superconducting correlations...
Laser-driving of semimetals allows creating novel quasiparticle states within condensed matter systems and switching between different states on ultrafast time scales
Studying properties of fundamental particles in condensed matter systems is a promising approach to quantum field theory. Quasiparticles offer the opportunity...
Among the general public, solar thermal energy is currently associated with dark blue, rectangular collectors on building roofs. Technologies are needed for aesthetically high quality architecture which offer the architect more room for manoeuvre when it comes to low- and plus-energy buildings. With the “ArKol” project, researchers at Fraunhofer ISE together with partners are currently developing two façade collectors for solar thermal energy generation, which permit a high degree of design flexibility: a strip collector for opaque façade sections and a solar thermal blind for transparent sections. The current state of the two developments will be presented at the BAU 2017 trade fair.
As part of the “ArKol – development of architecturally highly integrated façade collectors with heat pipes” project, Fraunhofer ISE together with its partners...
19.01.2017 | Event News
10.01.2017 | Event News
09.01.2017 | Event News
20.01.2017 | Life Sciences
20.01.2017 | Physics and Astronomy
20.01.2017 | Materials Sciences