ADHM 141 Lecture 12: TRAVEL INFORMATION SEARCH AND DESTINAITON CHOICE CH. 12 & 13
22 Jun 2018
School
Department
Course
Professor
The Importance of Understanding Travel information
Once individuals are motivated to travel, they embark on an information search to
compare alternative destinations.
○
Information search is an import stage of consumer
○
decision making
○
○
Uniqueness of travel products
○
Marketing/advertising
○
•
General Framework of travel information search
•
○
Nature of Travel Information
Functional utility of travel information
Limited amount of disposable time available
§
Risk of making a non-satisfying vacation choice
§
Money saved for trip
§
○
•
Travel Information Search Dimensions
Spatial Dimension: One of internal (information from personal memory) or external
(information from the external environment)
Internal Info: personal memory
§
External Info:
Internet□
Travel agencies□
Friends/family□
Tv commercials, magazines, newspaper, ect□
Brochures/Pamphlets□
others□
§
○
Temporal Dimension: External searches be on-going or pre-purchase in response to
a specific situation
Pre-purchase search
§
En route search
§
Post-purchase search
§
On-going search
§
○
Operational Dimension: Focusing on specific sources of information
Commercial environment: information coming from companies, destinations,
countries, or tourist business
§
Social Environment: Information coming from friends, relatives, and reference
groups.
§
○
•
Factors Influencing Travel Information Search and Processing
Nature of decision making
○
Composition of traveling party
○
Purpose of trip
○
Mode of travel
○
Stage in family life cycle
○
Length of stay
○
Socio-demographic status
○
Personality
○
Travelers knowledge
○
Level of involvement
○
•
Characteristics of Digital Environment
Ubiquitous information access and computing
○
Reduction of information cost
○
Interactive communication
○
Volitional control
○
"information overload"
○
•
The Importance of Understanding Destination Choice
Travel decision making is a complex and multi-faceted process
○
Destination choice is one of the core decisions travelers need to make
○
Destination choice influences subsequent decision making
○
Implications for marketing and advertising
○
•
Hierarchical Structure of Decision Making
Core Decisions:
Usually planned ahead of time and detailed
§
Including: making choices with respect to the primary destination, date/length
of the trip, nature of the travel party, type of accommodation, route, budget,
ect.
§
○
Secondary Decisions:
Tentative: Considered before the trip but remain largely flexible to
accommodate the possibility of change
§
Include the election of secondary destination(s), activities, and attractions to
visit, ect.
§
○
En route Decisions:
Considered during the trip
§
Include the selection of restaurants and stores, ect.
§
○
•
Factors Influencing Destination Choice
○
Traveler Characteristics
Socio-demographic Charactersitics
Age
□
Education
□
Income
□
Marital Status
□
§
○
•
Interaction between Buying and Communication Process
•
•
§
§
§
TRAVEL INFORMATION SEARCH AND DESTINAITON
CHOICE CH. 12 & 13
Thursday, February 23, 2017
12:31 PM
The Importance of Understanding Travel information
Once individuals are motivated to travel, they embark on an information search to
compare alternative destinations.
○
Information search is an import stage of consumer
○
decision making
○
○
Uniqueness of travel products
○
Marketing/advertising
○
•
General Framework of travel information search
•
○
Nature of Travel Information
Functional utility of travel information
Limited amount of disposable time available
§
Risk of making a non-satisfying vacation choice
§
Money saved for trip
§
○
•
Travel Information Search Dimensions
Spatial Dimension: One of internal (information from personal memory) or external
(information from the external environment)
Internal Info: personal memory
§
External Info:
Internet□
Travel agencies□
Friends/family□
Tv commercials, magazines, newspaper, ect□
Brochures/Pamphlets□
others□
§
○
Temporal Dimension: External searches be on-going or pre-purchase in response to
a specific situation
Pre-purchase search
§
En route search
§
Post-purchase search
§
On-going search
§
○
Operational Dimension: Focusing on specific sources of information
Commercial environment: information coming from companies, destinations,
countries, or tourist business
§
Social Environment: Information coming from friends, relatives, and reference
groups.
§
○
•
Factors Influencing Travel Information Search and Processing
Nature of decision making
○
Composition of traveling party
○
Purpose of trip
○
Mode of travel
○
Stage in family life cycle
○
Length of stay
○
Socio-demographic status
○
Personality
○
Travelers knowledge
○
Level of involvement
○
•
Characteristics of Digital Environment
Ubiquitous information access and computing
○
Reduction of information cost
○
Interactive communication
○
Volitional control
○
"information overload"
○
•
The Importance of Understanding Destination Choice
Travel decision making is a complex and multi-faceted process
○
Destination choice is one of the core decisions travelers need to make
○
Destination choice influences subsequent decision making
○
Implications for marketing and advertising
○
•
Hierarchical Structure of Decision Making
Core Decisions:
Usually planned ahead of time and detailed
§
Including: making choices with respect to the primary destination, date/length
of the trip, nature of the travel party, type of accommodation, route, budget,
ect.
§
○
Secondary Decisions:
Tentative: Considered before the trip but remain largely flexible to
accommodate the possibility of change
§
Include the election of secondary destination(s), activities, and attractions to
visit, ect.
§
○
En route Decisions:
Considered during the trip
§
Include the selection of restaurants and stores, ect.
§
○
•
Factors Influencing Destination Choice
○
Traveler Characteristics
Socio-demographic Charactersitics
Age
□
Education
□
Income
□
Marital Status
□
§
○
•
Interaction between Buying and Communication Process
•
•
§
§
§
TRAVEL INFORMATION SEARCH AND DESTINAITON
CHOICE CH. 12 & 13
Thursday, February 23, 2017
12:31 PM
The Importance of Understanding Travel information
Once individuals are motivated to travel, they embark on an information search to
compare alternative destinations.
○
Information search is an import stage of consumer
○
decision making
○
○
Uniqueness of travel products
○
Marketing/advertising
○
•
General Framework of travel information search•
○
Nature of Travel Information
Functional utility of travel information
Limited amount of disposable time available
§
Risk of making a non-satisfying vacation choice
§
Money saved for trip
§
○
•
Travel Information Search Dimensions
Spatial Dimension: One of internal (information from personal memory) or external
(information from the external environment)
Internal Info: personal memory
§
External Info:
Internet
□
Travel agencies
□
Friends/family
□
Tv commercials, magazines, newspaper, ect
□
Brochures/Pamphlets
□
others
□
§
○
Temporal Dimension: External searches be on-going or pre-purchase in response to
a specific situation
Pre-purchase search
§
En route search
§
Post-purchase search
§
On-going search
§
○
Operational Dimension: Focusing on specific sources of information
Commercial environment: information coming from companies, destinations,
countries, or tourist business
§
Social Environment: Information coming from friends, relatives, and reference
groups.
§
○
•
Factors Influencing Travel Information Search and Processing
Nature of decision making
○
Composition of traveling party
○
Purpose of trip
○
Mode of travel
○
Stage in family life cycle
○
Length of stay
○
Socio-demographic status
○
Personality
○
Travelers knowledge
○
Level of involvement
○
•
Characteristics of Digital Environment
Ubiquitous information access and computing
○
Reduction of information cost
○
Interactive communication
○
Volitional control
○
"information overload"
○
•
The Importance of Understanding Destination Choice
Travel decision making is a complex and multi-faceted process
○
Destination choice is one of the core decisions travelers need to make
○
Destination choice influences subsequent decision making
○
Implications for marketing and advertising
○
•
Hierarchical Structure of Decision Making
Core Decisions:
Usually planned ahead of time and detailed
§
Including: making choices with respect to the primary destination, date/length
of the trip, nature of the travel party, type of accommodation, route, budget,
ect.
§
○
Secondary Decisions:
Tentative: Considered before the trip but remain largely flexible to
accommodate the possibility of change
§
Include the election of secondary destination(s), activities, and attractions to
visit, ect.
§
○
En route Decisions:
Considered during the trip
§
Include the selection of restaurants and stores, ect.
§
○
•
Factors Influencing Destination Choice
○
Traveler Characteristics
Socio-demographic Charactersitics
Age
□
Education
□
Income
□
Marital Status
□
§
○
•
Interaction between Buying and Communication Process
•
•
§
§
§
TRAVEL INFORMATION SEARCH AND DESTINAITON
CHOICE CH. 12 & 13
Thursday, February 23, 2017 12:31 PM
Document Summary
Once individuals are motivated to travel, they embark on an information search to compare alternative destinations. Information search is an import stage of consumer decision making. Spatial dimension: one of internal (information from personal memory) or external (information from the external environment) Temporal dimension: external searches be on-going or pre-purchase in response to a specific situation. Operational dimension: focusing on specific sources of information. Commercial environment: information coming from companies, destinations countries, or tourist business. Social environment: information coming from friends, relatives, and referenc groups. Characteristics of digital environment rnal se to ations, rence. Travel decision making is a complex and multi-faceted process. Destination choice is one of the core decisions travelers need to make. Including: making choices with respect to the primary destination, date/length of the trip, nature of the travel party, type of accommodation, route, budget, ect. Tentative: considered before the trip but remain largely flexible to accommodate the possibility of change.
