Selection Of Holiday Destination Based On Consumer Behavior

Literature review

Explore the selection of holiday destination based on consumer behavior.

A holiday is defined as the set of days or day in which individuals try to refresh their minds through activities which are different from their normal daily activities. Such extended period of leisure is an important tool for people  to steer away from the tensions of mundane life and rejuvenate their souls (Ahn, et al., 2013). Therefore, it can be said that holidays are necessary for every individual to as it brings about greater refreshed energy.  However while selecting any holiday destination, individuals would need to make note of certain aspects. . Holiday planning and selection of destination is mainly dependent on the two factors. They are budget and time. In the recent scenario, tourism industry has become an emerging industry which provides a lot of fun and enjoyment (Gössling et al., 2012). The industry mainly depends on the choice, taste and the culture of the tourists. Selection of tourist destination varies from person to person. Vacations can be relaxing or adventurous and  this solely depends on the age and the mentality of the individuals. Travelling companion or partners are also an important criterion in selecting and enjoying a holiday destination.

In this assignment, five surveys were done out of which three have been selected. The responses of the attendants were thoroughly justified in coming to the conclusion. According to the response, demographic factors and personality are responsible for selecting a holiday tour.

The personality of a person is an important factor in choosing a holiday destination. According to Alamanos, et al., (2014) individuals who are adventure friendly choose holiday destinations where they can enjoy scuba diving, gliding, hill climbing, or any other adventurous activities. On the other hand, Ashworth and Goodall (2012) opine that people, who enjoy relaxation, choose places where they can relax with their friends, colleagues or families. Shopping destinations are thronged by individuals who enjoy shopping Therefore, it can be understood that individuals who like adventure, choose destinations which gives them an adrenaline rush. Moreover, companions are also important in selecting a holiday destination (Cohen, et al., 2014). Selection of holiday destination also changes when individuals decide to go on holiday either with their friends, families or colleagues. Rich people with high profile choose exotic locations whereas couples mainly prefer locations which are very close to nature and have calmness around the location. Travelers choose holiday locations where they can enjoy themselves to the fullest.

Survey results

Demographics is also another factor which helps an individual in selecting their holiday places. Age is the most important criteria in selecting a holiday destination. According to Fontes, et al., (2015), teenagers and young people like places where they can have adventure as well entertainment. They are always eager at exploring new places. They always choose places which offer such adventure and entertainment and they include places like Tristan da Cunha in the United Kingdom, Mawsynram in India, Barcelona Cones and much more (Gössling et al., 2012). People in the age group of the late twenties and early thirties like to visit adventurous places. On the other hand, according to Gabriel and Lang, (2015), others prefer calm places as their holiday destination. The budget is also another important factor. Teenagers do not have enough money while working class individuals are more financially stable when it comes to holidaying.  Ethnicity is also another important factor while selecting holiday destinations.

In this assignment, five people were surveyed among which three have been selected. In our selection, we have selected two female and one male respondent. All of them are highly educated and are working professionals. It was observed that these individuals rated holiday destinations based on certain factors. Moreover, the three respondents have varied  income level and different demographic quality.

The response of the respondents was thoroughly analyzed by the researcher, and various marking criteria have been selected. On the basis of the response, it has been found that personality and demographic factor are the important issues.

From the survey of the three different persons, it can be understood that time duration is an important criterion in selecting a holiday spot according to “respondent 2”. While “Respondent 3” give more importance to cost, whereas “respondent 5” gives importance to activities. According to “Respondent 2” accommodation and transportation occupies the least importance position. Therefore, it can be said that companions and partners of the “respondent 2” like adventurous places and they are less concerned about transportation and accommodation. She also chooses “activities” as the second most important factor while selecting a holiday destination. Thus, affirming once again  that she is an adventure loving person. She is also highly educated and a Ph.D. holder. This shows that she is an educated person. Moreover price and food is also least important to her. Her best holiday destination is “Barossa Valley” in Australia because she is an adventure loving individual (Gössling et al., 2012). All the discussions about her show that in visiting Australia, she will be profitable in all aspects.

Analysis

“Respondent 3” gives most importance to cost while selecting a holiday tour. Therefore, it can be said that he give importance to value for money while selecting a holiday destination. He always wants to evaluate the value of service in terms of the money he contributes.  It can also be said that since his income level is also not much high, he may not be able to spend heavily on holidays. The second most important rating according to him is activities. Therefore, he too likes adventure. The other remaining criteria are of least importance to him, and it can be said that that money is the important factor for him while selecting a holiday destination. He is also highly qualified and has the highest degree of bachelor education. He prefers Hong Kong as the desired location for vacationing with families and friends. Like “Respondent 2” food and accommodation are also of least importance to him. According to him, food and accommodation services available in Hong Kong are not of very high and are unable to fulfill his expectations. The food and accommodation quality of Hong Kong is also rated worst as compared to other countries (Phau, et al., 2014).. According to him, Hong Kong is a place where the expense is moderate and middle-class families can afford to spend holidays in Hong Kong. Therefore, it can be said that Hong Kong is the best place for him to spend leisure times.

“Respondent 5” chooses “activities” as the most important criterion in selecting a holiday destination. She likes to visit New Zealand as his preferred destination. She is a fun loving and adventurous person. She has also given importance to the cost while selecting her desired destination to spend her leisure times. Duration and transportation are of least importance to her (Jacobsen, et al., 2012). She had rated New Zealand as a moderate place for in terms of cost, duration, and accommodation for spending times on activities. So it can be said that New Zealand has matched his preference and personality.

Demographic quality is an important factor in selecting holiday destinations. The respondents who were selected are highly educated individuals who are aged above forty. Respondent 2 and Respondent 3 were married while respondent 5 was divorced. It has been found that “Respondent 5” is a citizen of New Zealand and she likes exploring different parts of New Zealand. This also means that she is not comfortable in visiting places outside New Zealand. She is a manager of a company in New Zealand, and her age is above 59 years. It may also be assumed that she does not have enough money for visiting places outside New Zealand. She is also highly moody and needs affiliation. She is an independent woman and has enough power. She also has an extroverted character and is always open to new experiences. These factors play an important role in selecting the holiday destinations (Nicolau & Mas, 2015).

Personality

“Respondent 2” is interested in exploring Barossa Valley and her demographic character suggests that she is open to new experiences. She has also got a unique character which can be easily differentiated from others. She has a fascination for tours. She had a family, and her age is near about 43 years. Her companion is her husband, and this is an added advantage for her in business trips. Her demographic qualities also show that she is an adventurous person and would like to travel with her husband.

“Respondent 3” prefers Hong Kong as his tourist destination. He is a 51 year old man with wife and children. He has always been open to new experiences. He thinks Hong Kong to be dream place to enjoy his leisure times. He loves to travel with his family and has a fascination for Hong Kong. This shows that Hong Kong is the dream place for him.

Based on the analysis of the respondents regarding the influence of demographic factors on consumer behavior the following recommendations have been suggested.

• Proper analysis of companion and partners.
• Prior knowledge about the holiday destination.
• Thorough analysis of tourist preference and their needs.
• Identification of the season which draws greater travel and vacationing.
• Gathering knowledge about the culture of the people.

Conclusion

The researcher has thoroughly identified the personal traits among the individuals in selecting their holiday destination. The demographic condition also helps to find out the taste of the people. Apart from time and budget, there are several other factors responsible for selecting a holiday destination. The three respondents also have different views in selecting their holiday destination. Companions, partners, income, and age also influence their preference of selecting a holiday destination. Mood and eagerness also help in selecting the holiday destination of people. Thus apart from budget and duration others factors also influence human beings in selecting information.

References

Ahn, T., Ekinci, Y., & Li, G. (2013). Self-congruence, functional congruence, and destination choice. Journal of Business Research, 66(6), 719-723.

Alamanos, E., Kuznesof, S., & Ritson, C. (2014). The influence of holidays on wine purchasing behaviour: marketing and tourism insights based on a holiday experience in Greece. International Journal of Tourism Research.

Ashworth, G., & Goodall, B. (2012). Marketing tourism places (Vol. 2). Routledge.

Cohen, S. A., Prayag, G., & Moital, M. (2014). Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism,17(10), 872-909.

Fontes, M. A., Giraud-Héraud, E., & Pinto, A. S. (2015). Consumers’ Behaviour Towards Food Safety: A Literature Review. In Food Safety, Market Organization, Trade and Development (pp. 111-131). Springer International Publishing.

Gabriel, Y., & Lang, T. (2015). The unmanageable consumer. Sage.

Gössling, S., Scott, D., Hall, C. M., Ceron, J. P., & Dubois, G. (2012). Consumer behaviour and demand response of tourists to climate change.Annals of Tourism Research, 39(1), 36-58.

Horner, S., & Swarbrooke, J. (2016). Consumer behaviour in tourism. Routledge.

Jacobsen, J. K. S., & Munar, A. M. (2012). Tourist information search and destination choice in a digital age. Tourism Management Perspectives, 1, 39-47.

Nicolau, J. L., & Mas, F. J. (2015). Detecting free riders in collective brands through a hierarchical choice process. Journal of Travel Research, 54(3), 288-301.

Phau, I., Quintal, V., & Shanka, T. (2014). Examining a consumption values theory approach of young tourists toward destination choice intentions.International Journal of Culture, Tourism and Hospitality Research, 8(2), 125-139.