HOLIDAY PACKAGING AND TOURIST DECISION MAKING

Authors: REWTRAKUNPHAIBOON W.¹; OPPEWAL H.²

Source: Tourism Analysis, Volume 8, Number 2, 2003 , pp. 193-1896(1704)

Publisher: Cognizant Communication Corporation

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Abstract:

This study aims to investigate how packaging can be used for destination marketing. The focus is on how bundling influences consideration and intention to visit. Most tourism researchers have ignored the fact that destination choice is actually a complex and multifaceted decision process in which destinations are selected in combination with other elements that comprise a holiday. Tourism literature also seems to assume that consideration sets are likely to be stable over time and destination marketers should try to get their destinations into the consumers' consideration sets as early as possible. The present study will investigate these assumptions by looking into the effects of holiday packaging on consideration and intention to visit. This article reviews the literature and presents the methodology and some preliminary results.

Keywords: Bundling; Consideration; Consumer behavior; Destination choice; Package holidays; Tourist decision making

Document Type: Research article

Affiliations: 1: *School of Management, University of Surrey, Guildford, Surrey GU2 7XH, UK 2: †Department of Marketing, Monash University, PO Box 197, Caulfield East, Victoria 3145, Australia

Publication date: 2003-01-01

More about this publication?

The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.