Abstract:

Somewhere in the decision-making process, however, people will, each year, have to make a choice between a variety of offers that probably surpasses the range of choices presented to the consumer in any other field. How does he orientate himself and what factors determine his choice? Apart from the need to study this particular decision-making process more in detail in order to assess the relative importance of the various factors like price, climate, general type of vacations wanted, etc. , it can probably be taken for granted that the ideas, expectations, experiences, and prejudices people have about individual countries and nations, types of holiday resorts, carriers, travel organisations, and types of accommodation will play an important part in these considerations.