Factors influencing Travel Decision

sunandaC

New member
The Travel Decision:-
The average tourist is faced with considerable uncertainty regarding the decision and may have only scanty ideas about distant destinations. His evaluation of alternatives is also limited to the extent of this awareness about possible destinations. The stages of travel decision can be described as: -

1. Travel Desire:-

The first step where the need to travel is felt and the pros and cons are thought about.

2. Information Collection and Evaluation:-

This stage involves the process of finding out the trip from travel agents, books and acquaintances .information so collected is evaluated against criteria of cost and time constraints, alternative possibilities, relative attractiveness of destinations, perceived ‘safety’ o the alternative destinations etc.

3. Travel Decision:-

This is the decision phase involving selection of destination, travel, mode of accommodation and activities to be undertaken.

4. Travel Preparation and Experience:-

This involves tickets, bookings, travel, money and documents arrangement, clothing and undertaking of the travel.

5. Travel Satisfaction Evaluation:-

The whole tourism expenditure is constantly evaluated before, during and after the experience is used to influence future decisions.

The marketing concept for the travel and tourism industry is profit driven and customer centric (unlike sales which are volume driven and target centric).

Service marketing is unique in many ways in the travel and tourism industry.
There are 3 players in the transaction process:-

 Company: A travel and tourism company listens to the customers and evolves/develops the travel/tour package and it communicates the attractiveness and the utility of that very tour package directly to the customers. Here it (the company) performs external marketing. The company makes promises to the customers.

 Providers: They are a travel company’s internal customers constituting employees and agents. The company does internal marketing with the providers educating and motivating them about the idea of the particular tour package which they can offer to their customers. This is done to enable the providers to effectively carry out the service transaction process. The providers make provisions for office space, accessibility and connectivity. The company enables promises to be kept by this infrastructural association.

 Customers (Travelers): The customers are the reasons that the travel company exists and for whom the company has designed the traveling and touring package as well as set up the infrastructural facilities and spent money on employee development programmes. Here the providers are the only ones who interact with the customers, like the travel agents interact with the customers and not the company. The agents perform interactive marketing which is on-time, all-time, every-time. This is the most crucial aspect of service marketing in the travel and tourism sector. Those agents have the responsibility of ‘keeping promises’ made and enabled by the company. The providers (agents) are responsible for the perceived quality level of the service transaction. This underlines the uniqueness of service marketing.
 

rod2121

Nick Tudu
Three major aspects of the destinations that influence the travel decision of tourists included 'quality', 'uniqueness' and 'distance and value'. Additionally, it was found that the after–trip impression of travelers for the quality of the destination was lower than the other two factors, indicating an area of improvement to tourism administrators and service providers.
 
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