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 Microtechnology industry is hiring – positive developments of past years continue
09.04.2018 | IVAM Fachverband für Mikrotechnik

nachricht RWI/ISL-Container Throughput Index with minor decline on a high overall level
20.03.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung

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: A Chip with Blood Vessels

Biochips have been developed at TU Wien (Vienna), on which tissue can be produced and examined. This allows supplying the tissue with different substances in a very controlled way.

Cultivating human cells in the Petri dish is not a big challenge today. Producing artificial tissue, however, permeated by fine blood vessels, is a much more...

Im Focus: A Leap Into Quantum Technology

Faster and secure data communication: This is the goal of a new joint project involving physicists from the University of Würzburg. The German Federal Ministry of Education and Research funds the project with 14.8 million euro.

In our digital world data security and secure communication are becoming more and more important. Quantum communication is a promising approach to achieve...

Im Focus: Research icebreaker Polarstern begins the Antarctic season

What does it look like below the ice shelf of the calved massive iceberg A68?

On Saturday, 10 November 2018, the research icebreaker Polarstern will leave its homeport of Bremerhaven, bound for Cape Town, South Africa.

Im Focus: Penn engineers develop ultrathin, ultralight 'nanocardboard'

When choosing materials to make something, trade-offs need to be made between a host of properties, such as thickness, stiffness and weight. Depending on the application in question, finding just the right balance is the difference between success and failure

Now, a team of Penn Engineers has demonstrated a new material they call "nanocardboard," an ultrathin equivalent of corrugated paper cardboard. A square...

Im Focus: Coping with errors in the quantum age

Physicists at ETH Zurich demonstrate how errors that occur during the manipulation of quantum system can be monitored and corrected on the fly

The field of quantum computation has seen tremendous progress in recent years. Bit by bit, quantum devices start to challenge conventional computers, at least...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

“3rd Conference on Laser Polishing – LaP 2018” Attracts International Experts and Users

09.11.2018 | Event News

On the brain’s ability to find the right direction

06.11.2018 | Event News

European Space Talks: Weltraumschrott – eine Gefahr für die Gesellschaft?

23.10.2018 | Event News

 
Latest News

The dawn of a new era for genebanks - molecular characterisation of an entire genebank collection

13.11.2018 | Life Sciences

Fish recognize their prey by electric colors

13.11.2018 | Life Sciences

Ultrasound Connects

13.11.2018 | Awards Funding

VideoLinks
Science & Research
Overview of more VideoLinks >>>