Importance Of Decision Making In Tourism
Introduction
This section consists of various research projects that focus on how individuals go about making decisions. The tourism literature offers substantial conceptual and empirical works to describe tourist’s destination choice process. The paper reviews the empirical work that has been reported in tourism literature.
Advancing consumer decision making in tourism behavior
There are a lot of theories like: the prospect theory, the expected utility theory, regrets theory, the theory of reasoned action, etc have been developed to test variety of contexts. The range of contexts from well defined to ill define within which these decision-making theories are used is too broad to specifically deal within single manuscript. A particular theory
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The exact cost of a tour package might be considered a functional (or utilitarian) element, whereas promotional messages, and family and friend influences, act as emotional elements. Because of the intangible nature of tourism experiences, probabilities will usually be attached to alternatives under consideration.
The choice model suggests that decision making is sequential process and is comprised of sets. According to the choice set model, a traveler first makes a set of destinations on the basis of his awareness and consideration, then he chooses from a list of alternatives
The theory introduces three sets:
1. Awareness set: comprises of all the brands and alternatives that a consumer will be aware.
2. Unawareness set: comprises of all brands which a consumer is unaware.
3. Evoked sets: it is the collection of brands that the consumer considers for purchase decision
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Discussion and implications for future research
Tourism posits characteristics that make it even more unique in the service–product continuum. . A tourist is expected to be highly involved in the information search for tourism service purchases, than many other product or service purchases, because of high-perceived risk factor.
Most of the models developed in tourism should be viewed with a critical eye.
The various research questions that are required to know to understand the tourism decision making process:
1. The influence of tourism service characteristics on decision-making Do the decision-making stages change according to the nature of tourism product? How does decision-making process change for tourism services?
2. Risk reduction strategies and their influence on decision making policies
Do consumers of tourism services/products or destinations rely more on personal than non-personal sources? If yes, at what stage they become more
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