Page 1

Every year the same question

“Where should I spend my holiday?”

“where to spend the holiday?”


Vacation – Where do I want to go? Literally my decision works accordingly: • Customer´s decision making process divided into five phases

Needof recognition

Infomation Search

Evaluation of alternatives

Purchase decision

Post Purchase Behaviour



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 Travel Career Pattern Concept (TCP)  Mix of motives (core, medium and outer layer) define 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 finding the right bundle of benefits 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 final decision can be influenced 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 final 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 – disconfirmation paradigm (EDP) explaints the potential customer satisfaction after purchase

perceived performance

expectations

customer satisfaction



 Our perceived performance was higher, therefore we scored a high customer satisfaction (advocacy behavior)      

Very good service amazing wellness area incredible food fitness 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


sun, beach and sea or alms rather than palms... sun, beach and sea or alms rather than palms...

ePortfolio  

Jessica Hochhaus