“where to spend the holiday?”

Every year the same question

“Where should I spend my holiday?”

Vacation – Where do I want to go?

Literally my decision works accordingly:

• Customer´s decision making process divided into ! ve phases

Push factors Pull factors

• internal motivations (push) and external motivations (pull)

determine destination perception

Source: Baloglu, S. and McCleary, K.W. (1999), “A model of destination image”, Annals of

Tourism Research, Vol. 26 No. 4, pp. 868-97.

Kotler, P. & Armstrong, G. (2010). Principles of Marketing. New Jersey: Pearson Education

Need of

recognition

Infomation

Search

Evaluation

of

alternatives

Purchase

decision

Post

Purchase

Behaviour

Need of recognition

Travel Career Pattern Concept (TCP)

� Mix of motives (core, medium and outer layer) de! ne the push

motivation (push factors)

My mix of motives

� core motives - escape from work and studies

� middle layor motives - being active & doing wellness,

being out in the nature

� outer layer motiv - isolation: enjoing time as a couple

Source: Pearce P. (2013) in lecture “Consumer Behaviour and Psychology in Tourism and Leisure“,

Session 3, Understanding motivation

Information search

� Intensity of search depends among others on desire,

information basis & value of additional information

� The closer summer came the more intense and active was my/

our search

� Due to previous knowledge, experience and limitations we

concentrated on certain destinations & hotels

o Südtirol, Carinthia & Salzkammergut

o Design hotels & Wellness hotels

� Austria

� South Tyrol

� Sources of information we used

o Family & friends recommendations

o Internet

Source: Kotler P., Keller L.K., Bliemel F. (2007), „Marketing Management“, 12. Ausgabe,

Pearson Studium, München

Evaluation of Aternatives

� Trying to satisfy the need by ! nding the right bundle of

bene! ts within the destination/hotel (expectancy value model)

� Following pull factors were essential:

o Four star wellness hotel

o Closer region

o Hilly country side

Sources: Pearce P. (2013) in lecture “Consumer Behaviour and Psychology in Tourism and Leisure“,

Session 3, Understanding motivation

Kotler P., Keller L.K., Bliemel F. (2007), „Marketing Management“, 12. Ausgabe,

Pearson Studium, München

Purchase decision

� The ! nal decision can be in# uenced by either a third party or a

subjective perceived risk (eg. functional risk, psychological risk)

� The destination was decided shortly before to minimize the

risk of crucial time management with my studies

� EBNER´S Waldhof in Fuschl am See was the ! nal decision

o High class hotel

o Big wellness area

o Gourmet food

o Hilly and lake side region

o Own experience of the hotel

Source: Kotler P., Keller L.K., Bliemel F. (2007), „Marketing Management“, 12. Ausgabe,

Pearson Studium, München

Post Purchase Behaviour

� The expectancy – discon! rmation paradigm (EDP) explaints

the potential customer satisfaction after purchase

� Our perceived performance was higher, therefore we scored a

high customer satisfaction (advocacy behavior)

� Very good service

� amazing wellness area

� incredible food

� ! tness area

� calm location

� further recommendation and come back!

Source : Pearce P. (2013) in lecture “Consumer Behaviour and Psychology in Tourism and Leisure“,

Session 8, Satisfaction: complexities in the experience economy

perceived

performanceexpectations

customer

satisfaction

sun, beach and sea

or alms rather than palms...

sun, beach and sea

or alms rather than palms...