Consumer buying behaviour for holiday destinations

1. Group7
Kakoli Laha
Dhananjay Surte
Mamta Gupta
Nikita Kale
Priyanka Bhandari
Janvi Bhagat
Shruti Gudadhe

2. Reasons to Holiday
• Relaxation, solitude and peace
• Time to recharge to get back to work
• Retreat and disconnect from emails and mobile phones
• Reconnect with your family
• Reconnect with your passions
• Travel to new places
• Look for adventure in exhilarating activities like hiking, trekking,
bungee jumping
• Create special memories

3. Decision Makers in Case of Family
• Initiator – Husband, Wife, Child
• Influencer – Friends, Extended Family, Colleagues
• Decider – Husband, Wife
• Buyer – Earning member of Family
• User – Entire Family, Extended Family

4. Decision Makers in Case of Friends
• Initiator – Any Adult of the Group
• Influencer – Other members of the group, Friends, Extended Family,
Colleagues
• Decider – All Adults who are members of the group
• Buyer – All Adults who are members of the group
• User – All Adults who are members of the group

5. Decision Makers in Case of an Organization
Trips by Schools, Colleges or Company Sponsored Trips
• Initiator – School, College, Company Authority
• Influencer – Students, Parents, Teachers (School Trip), Employees and
their Spouses (Company Trip)
• Decider – Parents, Teachers, School/ College Authority (School Trip),
Company Authority (Company Trip)
• Buyer – Parents, Teachers (School Trip), Company Authority (Company
Trip)
• User – Students, Teachers (School Trip), Employees, their Spouses and
Children (Company Trip)

6. Market Analysis
• Customers – Couples, Families (All age groups), Group Travels
(Married Couples or Friends)
• Competitors – Professional Holiday Clubs (Club Mahindra, Sterling
Holidays, Cox & Kings), Individual Tour Operators, Online Websites
• Collaborators – Transport Services, Food Providers, Hotels, External
Event Conducting Agencies
• Context – Will take in consideration Political, Economic, Social,
Cultural and Technological aspects of country to be visited

8. Types of Holiday Packages
• Only Travel and Stay: Minimalistic Charges, Preferred by group of
friends, couples
• Travel, Stay, Food, Tour: Mid-range packages, Preferred by Families
• Travel, Stay, Food, Events: Organizations
• Luxury Travel, Stay, Food, Events: High end customers

9. Need recognition:
• In tourism, needs recognition usually refers to the moment when a person realises
that the needs such as relaxing, taking a break from work, visit a new place, etc. will
be met most easily by engaging in tourist activity.
• When consumers decide to travel, they are usually fulfilling an internal emotional
desire.
Information search:
• To gather information, consumers may use documentation provided by the
producers of the product or intermediaries: they may ask for recommendations
from friends or family members, or read product reviews in the specialized press or
online.
Decision Making Process

10. Evaluation of alternatives:
• When choosing a holiday destination, for example, the tourist will usually
compare the destination characteristics they seek with those on offer in
different places.
• Of those characteristics, some may be more important than others: a tourist
may, for example, be primarily looking for a sunny destination for a family
holiday that offers good value for money and does not requires more than four
hours on a plane.
• If that destination also happens to offer cultural attractions and a summer
festival, this may be an added bonus for the tourist, but it may not have been
key to the decision-making process.

11. Purchase process:
• In terms of holidays, the purchasing process can be simple when the
tourist decides to book a package holiday via a travel agent.
• In this case, a fixed price is paid, and the accommodation, transport, and in
some cases extras like tours or excursions, are all included.
• When booking independently, however, the process becomes more
complicated, as a holiday may include a flight, a hotel and airport
transportation, Prices for tourism products can also change very rapidly, so
that the tourist may feel under pressure to complete the different elements
of the purchase process quickly.
• Purchase behaviour will also depend on number of leaves that you get from
the organisation
• It will also depend on the budget allocated for the travel

12. • Post-purchase evaluation:
• When buying a holiday, tourists will often only have pictures of destinations
and facilities to go on - only on holiday can it be determined if these reflect the
reality.
• The product that was bought can thus not be evaluated after purchase, but
only after consumption, and much time may pass between the two activities.
• The fragmented nature of a holiday, which is supplied by various producers
(accommodation, transport, attractions), creates difficulties in evaluating the
whole trip.
• If the expectations of the tourist are met or exceeded, the satisfaction with the
purchase will be high, and this may result in repeat business for the
destination.
• If the expectations an not met. this will result in low satisfaction or
dissatisfaction.

13. High involvement tourism products
• A higher level of emotional significance:
• A holiday is often something the buyer will look forward to every year and this is therefore seen as
an important decision.
• If the tourist only takes one longer holiday each year, then the risk involved is rather large: if the
wrong destination is chosen, they will need to wait another year before they can go on holiday
again.
• The whole family may also have a say in deciding the destination.
• Moreover, the money that would be spent on the holiday may be compared to other goods such
as a car, a computer, or a TV.
• A higher level of information search:
• Consumers who make high-involvement purchasing decisions will usually be more likely to spend a
longer time researching and comparing products.
• Particularly when the product is unfamiliar, extensive research may be needed. This may also
involve consultations with other people such as friends or product specialists

14. • Long term decisions
• Many high-involvement purchases are decided a longer done in advance than low-involvement
purchases.
• We will often book a holiday a number of months in advance, this makes the decision more
complex.
• The purchase decision is also more long term because it is made less often: travel products are
bought less regularity than convenience goods.
• The purchase process is thus a more unique experience that is handled less routinely.
• More strongly influenced by other people
• This aspect has to do with both the nature of travel and with the higher level of information
search.
• Many tourists travel in smaller or bigger groups: couples, families, groups of friends.
• The motivations and expectations of different individuals will need to be taken into account before
purchase decisions are made.
• Even when tourists travel alone, the choice of travel dates and destination may be dependent on
when they can get time off or be free from other obligations.
• Moreover, in many cases advice will be sought from product specialists (such as travel agents),
friends and relatives, or fellow travelers (on travel blogs or review websites).

15. What can Marketer do to influence Decision
Making stages
• Need Recognition
• As a marketer, there are many things that can be done to create the need
• Prompting of videos or photos of various destinations on the social media
• Creation of blogs and articles like ‘10 places to visit before 30’
• Tie-up with corporate to send an employee for outing as break from work with
program named as ‘F5’
• Generation of different packages like ‘Second Innnings’
• Information Search
• Data gathering of people having searches on tourism sites or holiday planning sites
• Online Blogs to promote own holiday package and its advantages over others,
positive reviews as well as problems if any that had come during trip and how it was
handled should be mentioned
• Visibility of packages to maximum to make consumer believe the quality of service
provided

16. • Purchase Process
• It should be considered that different customers have different budget of spending
• Customized packages according to need of customer should be provided
• End to End purchase process should be taken care of and marketed in such a way
that customer believes in hassle free process
• Discounts as early bird discounts, group discounts should be provided and advertised
in print as well as ad
• All the modes of payments should be provided
• Long term holiday plans
• EMI on Dream Destinations
• Loyalty Rewards
• Post-Purchase Evaluation
• Feedbacks and reviews should be taken by customers and published on blogs and
websites
• Referral points
• Photographs are essential part of any holiday journey, so reviews or feedbacks in
terms of photographs should be introduced

17. Thank You!!!