What are some obvious decisions we make when traveling?
Where, when, how long, activities, how much
What are some not so obvious decisions we make when traveling?
Decision making continues during the travel
What is a classic view for traveler decision making?
Logical and rational consumers
Are tourists different from a classic consumer?
Yes
Why are tourists different from a classic consumer?
Inherent risk in travel purchase, FOMO and last chance effects
What are the 5 unique traits of travel decisions?
Experiential, Uncertainty, Multiple decision components, multiple phases, and openness and spontaneity
What is the uncertainty in a travel decision?
Purchase in advance and the quality cannot be known in advance
What is the openness and spontaneity in a travel decision?
Spur of the moment decisions
What does Adoption and Advocacy have to do with the Travelers Buying Process?
Making people come back and cognitive dissonance
What is cognitive dissonance?
The feeling of anxiety towards not making the best choice
What are the information needs of travelers?
Functional, Hedonic, Innovation, Aesthetic, Sign
What is functional value?
Risk reduction, Utility, Comparison
What is hedonic value?
Info related to pleasure or unpleasant
What is innovation value?
Novelty, variety, and creativity
What is sign value?
Sharing information and socializing
What is a cause of the sensitivity of some information?
How inclined we are to the information, the characteristics of the message, and technical factors
What is Expansiveness in a travelers search?
Learning whether to travel and what to do
What is Continuousness?
Information search begins pre trip and continues after the trip as well
3 C’s of Content Strategy
Create, Curate, Corral
4 P’s of Content Strategy
Planned, Prompt, Personalized, Participatory
What are the 4 different types of quality information?
Trustworthiness, Immediacy, Usefulness, Relevancy
What can theories behind travel decision be based on?
Assumptions made, focus/purpose
What are theories useful for?
Prediction and explanation
What is expected value/utility theory?
Rating locations based on specific aspects while assigning points to them based on how good or bad they might be in that persons opinion
