Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

We’re going on holiday – but where? - New model shows process of choosing holiday destinations

14.01.2009
Marketing has concentrated on our tastes and choices as consumers over recent years. Now two economists from the University of Alicante have tackled the same questions from a tourism perspective, using data from the Centre for Sociological Research (CIS), and have devised a model that shows how we decide upon a holiday destination.

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
Further information:
http://www.plataformasinc.es

More articles from Business and Finance:

nachricht Preferential trade agreements enhance global trade at the expense of its resilience
17.02.2017 | International Institute for Applied Systems Analysis (IIASA)

nachricht How Strong Brands Translate into Money
15.11.2016 | Kühne Logistics University - Wissenschaftliche Hochschule für Logistik und Unternehmensführung

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Safe glide at total engine failure with ELA-inside

On January 15, 2009, Chesley B. Sullenberger was celebrated world-wide: after the two engines had failed due to bird strike, he and his flight crew succeeded after a glide flight with an Airbus A320 in ditching on the Hudson River. All 155 people on board were saved.

On January 15, 2009, Chesley B. Sullenberger was celebrated world-wide: after the two engines had failed due to bird strike, he and his flight crew succeeded...

Im Focus: Breakthrough with a chain of gold atoms

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

Im Focus: DNA repair: a new letter in the cell alphabet

Results reveal how discoveries may be hidden in scientific “blind spots”

Cells need to repair damaged DNA in our genes to prevent the development of cancer and other diseases. Our cells therefore activate and send “repair-proteins”...

Im Focus: Dresdner scientists print tomorrow’s world

The Fraunhofer IWS Dresden and Technische Universität Dresden inaugurated their jointly operated Center for Additive Manufacturing Dresden (AMCD) with a festive ceremony on February 7, 2017. Scientists from various disciplines perform research on materials, additive manufacturing processes and innovative technologies, which build up components in a layer by layer process. This technology opens up new horizons for component design and combinations of functions. For example during fabrication, electrical conductors and sensors are already able to be additively manufactured into components. They provide information about stress conditions of a product during operation.

The 3D-printing technology, or additive manufacturing as it is often called, has long made the step out of scientific research laboratories into industrial...

Im Focus: Mimicking nature's cellular architectures via 3-D printing

Research offers new level of control over the structure of 3-D printed materials

Nature does amazing things with limited design materials. Grass, for example, can support its own weight, resist strong wind loads, and recover after being...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Booth and panel discussion – The Lindau Nobel Laureate Meetings at the AAAS 2017 Annual Meeting

13.02.2017 | Event News

Complex Loading versus Hidden Reserves

10.02.2017 | Event News

International Conference on Crystal Growth in Freiburg

09.02.2017 | Event News

 
Latest News

New pop-up strategy inspired by cuts, not folds

27.02.2017 | Materials Sciences

Sandia uses confined nanoparticles to improve hydrogen storage materials performance

27.02.2017 | Interdisciplinary Research

Decoding the genome's cryptic language

27.02.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>