Research into the complex nature of the holiday choice process

Date of publication: June 15, 1983


The paper puts forward the twin views that: A) the consumer does not normally take into consideration all the potential alternatives, nor does he make all the decisions necessary in any positive sense - many of the decisions are foregone conclusions. B) there is a relatively small range of factors upon which marketing influence can he brought to hear for most consumers, and these are often the less important factors in the holiday choice equation. As well as drawing on the findings of many studies conducted for clients, the author also presents data showing how flexible holiday intentions are among holiday takers, even among those who have gone so far as to apply for brochures promoting specific destinations. A third section of the paper reports on a specially commissioned survey of British travel agents and shows how the elements of chance and travel agency expediency play a major role in the eventual selection of inclusive tour holidays.

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