social media in tourism behavior

i

Social Media in Tourism
Behaviour

By Irene Lucena Rodríguez





MA in European Tourism Management
Bournemouth University
Université de Savoie
2009
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Abstract
The apparition of the Internet has completely revolutionized the world of commerce, and
thus consumer behaviour. Recently the static web pages have given way to more interactive
web pages; which have lead to the apparition of the social media as an information web-
based platform where users can share ideas, thoughts, pictures, experiences and so on. This
milestone in the Internet world has implied a new way of communication, which due to the

high requirements of information that the tourism industry has, it has completely stirred up
tourist behaviour in their search of information. For this reason the main purpose of this
research has been to analyse how tourists use social media along their decision-making
process of tourism products in order to create a wider understanding on this recent subject.
In order to achieve the aim of the research secondary data has been used to provide the
desired framework in consumer behaviour and social media platforms. Furthermore, primary
research has been carried out using a qualitative approach which has taken the form of semi-
structured interviews in order to explore and analytically describe in the best way how
tourists use social media platforms along their decision-making process.
The main results of the study suggest that social media is used by tourists as the principal
source of information when travelling. Social media platforms are perceived as user-friendly
and as providers of non marketer information, thus, out of marketers’ bias. However,
questions of subjectivity and credibility of the contents placed in those platforms have arisen
as a determinant in the use of social media. In addition, it has been also suggested that this
credibility might be determined factors such as the previous knowledge of the UCC writer,
the traveller experience in travelling, and the tourist experience in the use of ICT’s and social
platforms. This study concludes some recommendations for the tourism industry in order to
take advantage of UCC and increase their presence on the new media; and some
recommendations for similar future research in the subject of consumer behaviour.



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DECLARATION OF AUTHORSHIP

I declare that this dissertation is my own unaided work.
I have not included any material or data from other authors or sources which are not
acknowledged and identified in the prescribed manner.
I have read the section in the Student Handbook on Assessment Offences and understand
that such offences may lead the Examinations Board to withhold or withdraw the award of
Master of Arts.








Author: Irene Lucena Rodríguez Signature:
Bournemouth, August 2009

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Table of Contents

Abstract II
Declaration of authorship III
Table of contents IV
List of figures VII
List of tables VIII
List of abbreviations IX
List of appendices X
Acknowledgements XI
CHAPTER 1: INTRODUCTION TO THE RESEARCH STUDY 2
1.1 Background to the research 2
1.2 Rationale of the research 3
1.3 Research aims and objectives 4
1.4 Layout of the dissertation 4
CHAPTER 2: LITERATURE REVIEW 6
2.1 Introduction 6
2.2 Part 1: Consumer behaviour in travel and tourism 6
2.2.1 Introduction to consumer behaviour 6
2.2.1.1 Decision-making process 7
2.2.2 The tourism product 9
2.2.3 Complexity of Consumer behaviour in tourism 10
2.2.4 Tourist decision-making process and models 12
2.2.5 Factors influencing the decision-making process in tourism 14
2.2.6 Typologies of tourist behaviour 15
2.2.7 Online tourist behaviour: the new client, the new tourist 17
2.2.7.1 The Web as a platform: Web 2.0 17
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2.2.7.2 The new consumer, the digital user 18
2.2.7.3 The new tourist 19
2.3 Part 2: Social Media, the new tourist information platform 21
2.3.1 Introduction to Social media: concept and evolution 21
2.3.2 Social media platforms 22
2.3.3 Social media as the new platform for “Word of Mouth”
(WOM) 25
2.3.4 Perceived benefits of eWOM 26
2.3.5 Determinants of eWOM influence 28
2.3.6 Managing eWOM in tourism sector 30
2.3.7 Relevance of eWOM in tourism behaviour 32
2.4 Summary 33
CHAPTER 3: METHODOLOGY 34
3.1 Introduction 34
3.2 Outline of the method 34
3.3 Introduction to the method approach 34
3.4 Aims and objectives 35
3.5 Research Strategy 35
3.5.1 Data gathering 36
3.6 Secondary research 36
3.7 Primary research 38
3.7.1 Quantitative versus qualitative 38
3.7.2 Reliability and Validity 39
3.7.3 The instrument of the research: the Interview 40
3.7.4 Sampling 41
3.8 Data analysis 42

3.9 Limitations 43
3.10 Summary 44
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CHAPTER 4: MAIN FINDINGS 45
4.1 Introduction 45
4.2 Decision-making process 45
4.2.1 Travel desire 46
4.3.2 Information search 46
4.2.3 Evaluation of alternatives 49
4.2.4 Purchase decision 53
4.2.5 Travel preparations and travel experience 55
4.2.6 Travel satisfaction and outcome 56
4.3 Push and Pull factors for using Social Media in tourism 58
4.4 Summary 59
CHAPTER 5: CONCLUSIONS AND RECOMENDATIONS 60
5.1 Introduction 60
5.2 Overall conclusions 60
5.3 Recommendations for the tourism industry 61
5.4 Recommendations for Future Research 63
BIBLIOGRAPHY 65
APPENDICES 76

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List of tables
Table 2.1: Benefits of Word of Mouth communications
27
Table 3.1: Quantitative versus Qualitative
39
Table 4.1: Advantages and disadvantages of Social Media platforms as a
source of UCC information
58

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List of figures

Figure 1.1: Dissertation layout and structure
4
Figure 2.1: Model of Consumer decision-making
8
Figure 2.2 The complexity of consumer behaviour in tourism
11
Figure 2.3: Travel buying behaviour
12
Figure 2.4: Factors influencing the holiday decision
15
Figure 2.5: The new tourist
20
Figure 2.6: Key Social Media platforms
23
Figure 3.1: Outline of the method

34
Figure 3.2: Qualitative data analysis
42
Figure 4.1: Decision-making process
45








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List of Abbreviations

UCC
User Created Content
DMP
Decision-Making Process
WOM
Word of Mouth

eWOM
Electronic Word of Mouth
EKB
Engell, Kollat and Blackwell’s model
SMM
Social Media Marketing
DN
Digital native
DI
Digital immigrant
DWP
Digital Wise Person








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List of Appendices

APPENDIX 1:
ADVANTAGES AND DISADVANTAGES OF INTERVIEWS
76
APPENDIX 2:
TYPES OF INTERVIEWS
78
APPENDIX 3:
INTERVIEW GUIDE
79
APPENDIX 4:
TRANSCRIPT OF INTERVIEE 3
82
APPENDIX 5:
TABLE OF QUALITATIVE DATA ANALYSIS

88






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Acknowledgements

First of all I would like to thank to my supervisor and different teachers who have give me
some advices and guidelines in the completion of this dissertation.
Second I would like to thanks to my parents and brothers for their dedication and strong and
continuous support and confidence they always place on me.
Third I would love to thanks to all my interviewees, thanks to them I could apply the
research instrument and obtain lots of interesting information.
Finally I would also like to thanks all my friends and classmates who have provide me with
their strong support and advices.
Thanks.





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Chapter 1: Introduction to the research study
1.1 Background to the research
“We should look not to technology as our guide to future success, but to the consumer” Christie
and Collin (2000)
The apparition of the Internet involved a milestone in consumers’ life. It revolutionised the
developed countries of the world producing a real change in consumer behaviour, in how
commerce is made and how consumers search for information when purchasing. According to
Internet World Stats (2009), in the last 9 years Internet users have grown up from 360 million in
2000 to 1596 millions in 2009. And focusing in Europe, nearly 400 million users have been
registered in 2008 (Internet World Stats, 2009). Thus, this vastly evolution and number of users
in the world and in Europe has raised importance and interest on the topic.
Furthermore, not only the apparition of the Internet but its evolution from the traditional static
websites (web 1.0) to the creation of interactive websites (web 2.0) has involved another

milestone in consumer behaviour. The need and desire to communicate is in the very nature of
people; and these interactive web pages or platforms which allow users to participate expressing
themselves, they forms the new way of online communication. Along the decades societies have
changed, people have become busier, more stressed and immersed in a complex reality were
information becomes a raw material in everyone life. Due to this change, time has become a
precious item; as a result, the Internet with interactive web pages and social platforms emerges
as a fast, effective and reliable way to communicate and find information. Social media
platforms are built from the “collective knowledge” of consumers and are directed to consumers
(O’Reilly, 2004). It is more consumer oriented information and thus more better accepted as real
and far away of marketer bias.
Hence social media platforms are by no means the new platforms of communication since
society has evolved requiring new ways of interaction and the Internet has evolved allowing
consumers to establish a bidirectional flow of communications. This fact is supported by
Universal McCANN (2008) in his report Power to the people, social media tracker , which
claims for instances that there are currently in the world more than 346 millions of people
reading blogs, 307 millions visiting friends’ social networking sites, 248 millions sharing photos
and 272 million users having a profile in a social networking site.
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This evolution of the Internet and the apparition of the social media platforms on scene are of
great importance for the tourism industry, which according to Buhalis (2002) it is a very
extensive information industry. Tourists need of high levels of reliable information in the
purchases of tourism products in order to reduce the risk caused by the complexity of the
product. In consequence, tourists search for quality and easy to access sources of information.
According to the IPK (2000) Internet is the main source of information when travelling. Thus,
the apparition of those online platforms which allow tourists around the world to share their
ideas, thoughts, opinions, pictures and experiences; they have completely stirred up tourists’
behaviours when searching for information. The new tourist emerged from the evolution of

society is more experienced and sceptical in regards to marketed information sources.
Therefore, social media platforms emerge as tourist-friendly platforms where contents comes
from the “collective intelligence” of tourists, opposed to traditional marketer-dominated
sources, and thus, they are perceived as more reliable and trustworthy sources of information.
Hence, the have the potential to be the tourists’ information platform for excellence.

1.1 Rationale of the research
The second phase of the Internet has supposed a complete revolution on consumer behaviours.
Internet users are not anymore a passive character but a more interactive one able to interact
with other users sharing experiences, information, ideas via forums, social networks, chat
rooms, video and photo sharing platforms and so on. Thus a great change has happened and
which the new generations of tourists have to overcome, adapt and take advantage of it. This
forms a recent and interesting phenomenon worthy to study.
In addition, this recent phenomenon has motivated the researcher for different reasons. In the
first place, the researcher is greatly interested in tourism psychology and sociology;
understanding how tourists behave is probably the best way to provide them with the best
service/experience adapted to their specific needs and expectations. And as Swarbrooke and
Horner (2007) pointed out, understanding consumer behaviour forms the base for developing
successful marketing strategies. In the second place, the researcher is a regular user of just a few
social media platforms, therefore the field of social media was presented like unexplored for
her; as consequence, interesting to discover, learn and study. And in the third place, the
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researcher believes that peer to peer communications are not just the present but the future, thus,
understand how they work was perceived as interesting.

1.2 Research aims and objectives
In this world of constant technological evolution consumers, especially tourists are changing

their behaviour patterns looking for more “tourist-friendly” sources of information. Thus the
aim of this dissertation is to analyse how tourists use Social media platforms along the decision-
making process with the following objectives:
 Identify in which phases of the DMP and for which reasons tourists use the social media
platforms
 Find out if there are differences in the use of the social media for the 3 generations of
digital users and analyse them
 Examine UCC or the eWOM founded in social media platforms serve as a determinant
or just as a source of information of travel decisions
 Examine which factors determine UCC credibility

1.3 Layout of the dissertation
This research study is structured as illustrated in figure 1.1:

Figure 1.1: Dissertation layout and structure

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Chapter one: Introduction to the research study
In the first chapter the research study is presented. Background information to the subject of
study is provided as well as the aim and objectives proposed to achieve. In addition, the insights
of the researcher for choosing the subject are also shown.
Chapter two: Literature review
In the second chapter the relevant theories to the topic of study are presented. Theory is divided
in two main lines: Consumer Behaviour and Social Media as a source of information.
Concerning Consumer Behaviour, the focus will be upon the decision-making process, the
factors which influence the process as well as some touches of the new online consumer/tourist.
In regards to Social Media as a source of information, the main platforms of social media are

presented as well as its union to eWOM highlighting its importance for the tourism industry and
consumer behaviour.
Chapter three: Methodology
In the third chapter the research method and the different approaches used to achieve the aims
and objectives will be presented and properly justified. Furthermore additional information
related to the sample, when, where how and why the respondents were selected and interviewed
will be provided. The limitations to the research study will also be shown in order to gain a
wider understanding on the direction that the research method has followed.
Chapter four: Main findings
In the fourth chapter the results of the primary research will be exposed and linked to the main
lines of theory presented in the literature review. The structure of the main findings have been
devised from the literature review, thus, results will be structured according to the different
stages of the decision-making process.
Chapter five: Conclusions and Recommendations
In the fifth chapter the conclusions extracted from the main findings will be discussed and
complemented with the theory. Finally the researcher will propose some recommendations to
the tourism industry and future research.

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Chapter 2: Literature review
Social Media in the Tourism Behaviour
2.1 Introduction
This chapter reviews literature in Tourism behaviour with special focus in the decision-making
process and social media as a source of information. The literature will allow the author to
create the theoretical base of the research trough the use of secondary data.

2.2 Consumer behaviour in travel and tourism

2.2.1 Introduction to Consumer behaviour
The field of Consumer behaviour is a recent and young discipline which is form by
contributions of many other disciplines such us sociology and economy in order to understand
the way consumers behave (Blackwell et al. 2006). It focuses on individuals making decisions
about the use of their available resources (time, money and effort) in the purchase of goods and
services related to consumption (Schiffman and Kanuk 2005). Solomon et al. (2007 p. 7)
defined Consumer behaviour as the “processes involved when individuals or groups select,
purchase, use or dispose of products, services, ideas or experiences to satisfy needs and
desires”. Salomon identifies the existence of a process, process which normally implies a
sequence of stages by which a consumer has to overcome to purchase a good or service. This
process goes from the recognition of a need or problem until the outcome of the purchase; it is
known as the decision-making process (Swarbrooke and Horner 2007).
As seen from Salomon’s definition, the purchase is made by consumers who might be
individuals or groups and who can enjoy of a product, service or experience bought for
themselves or by a third party. In addition, this act of purchase is done in order to satisfy some
needs and expectations which consumers need to fulfil. Thus, Salomon’s statement implies
questions such us who buys? what do consumers buy? How?, why?, where?, when and how
frequently?. Hence, from these questions it is possible to appreciate the huge dimension which
consumer behaviour covers and its link to the marketing field. Understanding consumer
behaviour is the key for the success of a firm’s marketing (Blackwell et al. 2006).
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2.2.1.1 Decision-making process
Many theories have been proposed to study and explain the consumer behaviour field. However,
due to the complexity of the theories proposed, models where developed in order to understand
how consumers behave. The first models of consumer behaviour were developed in the sixties
borrowing theories from other sciences such us psychology or sociology. Thereafter, the
classical models of Consumer behaviour were developed by some of the following authors:

Adreason (1965 cited Abdallat and Emam 2001) proposed a model focused on the importance
of the information along the purchasing process. The author remarks the importance of
consumer attitudes when deciding. However, the model eventually fails to consider the attitudes
in the repetition of future purchases.
Nicosia (1966) presented a model composed of four fields or stages where consumer and
producer try to get involved in a relationship; the consumer goes trough and evaluation process;
a purchase process; and finally the post purchase process. This model, however, it has not been
empirically tested and it does not define several variables ( Lunn, 1974 cited Abdallat and
Emam 2001).
Howard and Seth (1969) proposed a model identifying the consumer as a problem solver and
whom depending on the knowledge the person had in regards to the market, three different
levels of decision-making were presented: Extensive problem solving where the consumer has
no knowledge at all of the market; limited problem solving where the consumer has little
knowledge of the market; and habitual problem solving, where the consumer has a wide
knowledge of the market. He also recognizes in his model the importance of the inputs
introduced in the model and the idea that consumers arrange the inputs in different ways in
order to choose among the possible alternatives.
Engell, Kollat and Blackwell (1968 cited Williams 2002) presented their last version of their
comprehensive model on the decision-making process in 1978. They produced one of the most
important texts in the field of Consumer behavior creating a model designed to study the
purchase of high risk items, as it is the case of tourism (Williams, 2002).
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Figure 2.1: Model of Consumer decision-making
Source: Engell, Kollat and Blackwell (1968) in: Williams (2002)

As it can be seen from figure 2.1 and as it has been pointed out before, the decision-making

process is a sequence of stages.
Stage one: Motivation and recognition of a need. In this very first stage the consumer
realizes, influenced by internal or external factors of himself that he needs to fulfil a need which
has suddenly appeared.
Stage two: Information search. In this second phase, the consumer starts looking for
information about his purchase decisions. Depending on the level of routine that this act
suppose, he will spend more or less time in this phase. And as Blackwell et al (2006 p. 75)
points out, the consumer will be influenced by two types of sources: “marketer dominated” and
“non marketer-dominated”. The former one refers to all the information produced by marketers
in order to inform or persuade consumers; and the last one refers to friends, family and the
media. As Engel et al (1992 cited Oorni 2004) claimed consumers usually rely on both types of
information; it is very rare that consumers just rely in one source. And as Berelson and Steiner
(1964 cited Oorni 2004) pointed out, all information sources are usually complements instead of
competitors.
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Stage three: Evaluation of alternatives. Once all the information has been collected, the
consumer has to evaluate all the alternatives which have appeared in the previous stage. In this
phase consumer is going to be influenced by his attitudes, values and motivation among other
factors. He has to select, evaluate the gains and losses of the different alternatives.
Stage four and five: Purchase and Outcome. After having evaluated the possible alternatives
a decision have to be taken. Afterwards the consumer will sense a feeling of satisfaction or
dissatisfaction with the outcomes, and thus, depending on his level of satisfaction his next
purchase will be influenced in a positive or negative way. The experience of a purchase may
modify the behaviour of future purchases.
This model has been further criticised for being more descriptive than predictive (Williams,
2002), and for not taking into consideration the relationships which happen along the process
(Bareham, 1995). However, it has to be pointed out the fact that all models fail in being very

descriptive trying just to represent the complex theories of consumer behaviour. Moreover, they
are more than ten years old and little empirical research has been conducted to test them
(Abdallat and Emam 2001).

2.2.2 The tourism product
Focusing on the tourism field and concentrating on the tourism product, it has to be considered
its complexity in order to understand consumer behaviour in tourism. The tourism product is not
a simple item, good or service of consumption; the tourism product is “a bundle of activities,
services and benefits that constitute experiences” (Medlick and Middleton 1973 cited
Carmichael 2005 p.185). It constitutes a mix of the characteristics of the services and the
singular features of the tourism industry, what really differentiate the product from any physical
good (Yilmaz and Bitizti, 2005).

According to Middleton (2001); Rey (2004); Seaton (1994); Kotler et al. (2005) it is agreed that
the main characteristics of the tourism product are the followings:
Intangibility: Services cannot be seen, smelled or even touched, what means that they cannot
be perceived from the senses. The tourist product cannot be proved before consuming; this is
one of the facts which make of tourism a high risk activity
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Heterogeneity: Services are offered by people, what means that it is not possible to obtain two
products alike
Perishability: The product which is not consumed when it is offered, it is considered lost as
long as there is no possible stock
Inseparability: The tourist product is produced and consumed at the very same time, in a
simultaneous way
Seasonality: demand is highly fluctuating among the seasons of the year
High fix costs of operations: the basic infrastructures for the tourism activity suppose great fix

costs. (E.g. buildings and transport infrastructures)
Interdependence: Tourists consume not just a single product or service but a bunch of services
and products combinations, thus all of them are interdependent.
Due to all the particularities and unique characteristics of the tourism product, tourists develop a
special behaviour in their decision making process. It is highlighted by authors such us Seaton
and Bennett (1999) that tourism encompasses a great risk and involvement to consumers.
Thereafter it is possible to appreciate the immense relevance that the choice of a tourism
product have upon consumers. In addition, and as seen in Seaton (1994) tourism involves the
expenditure of a large amount of money in a product which cannot be tested. In fact, tourists
buy promises about something which might be or might be not accomplished in the future
(Werthner and Klein, 1999). And as Seaton (1994 cited Seaton & Bennett 1998 p.25) stated:
“the opportunity cost of a failed holiday is irreversible”. Therefore the importance of a good
choice is of great importance.

2.2.3 Complexity of Consumer behaviour in tourism
The characteristics of the tourism product entail in a complex behaviour and decision-making
process by consumers.
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Figure 2.2: The complexity of consumer behaviour in tourism
Source: Swarbrooke and Horner (2007)

The model shows that due to the uniqueness of the tourism product, its purchase implies a high
involvement and commitment on the purchase decision due to the high risk decision it
represents. This fact implies the need of higher levels of information in order to reduce the risk
perceived, what derives in an extensive information search process (Urbany et al. 1989 cited
Jang 2004). Furthermore, tourists are strongly influenced by other people because they need

information and advice of people who have had a similar experience; might be family, friends or
even people of the same online community. The purchase of a tourism product is made in a long
term decision implying a high emotional significance. A holiday or a travel it is usually
perceived as an important event in a person’s life which the moment of purchase and
consumption are different in time, therefore, a careful selection of alternatives is usually carried
out for reducing the perceived and constant risk (Swarbrooke and Horner 2007). There are high
levels of insecurity which are due to the intangibility of the product. Because as it has been
mentioned before, the tourism product cannot be tested before purchase; and it might be or
might not be accomplished in the future (Werthner and Klein, 1999); fact which as a
consequence it produces strong effort in the collection of information in the pre-travel stages.
The more information the consumer has the less insecure he will feel.

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2.2.4 Tourist decision-making process and models
Now that the complexity of the tourism product has been explained, it is of great importance to
present the different models of decision making process in tourism which has been proposed in
the course of the years. As it has been mentioned before, tourism is a high involvement activity
and thus, in the present report only some of the high involvement models will be discussed.
Wahab, Crampon and Rothfield (1976) were ones of the first authors who tried to create a wider
understanding on the subject. They develop a basic model based on the classical grand theories
models of behaviour upon the identification of the singularity of the tourism product.
Schmoll (1977 cited Cooper and Gilbert 2008) propose a model based in the determinants of
travel behaviour which are influenced by factors such us travel stimuli, image, confidence, cost
and time constraints. Although the model identifies significant attributes and values of tourist
behaviour it has been criticised for being a static model as there are no inputs or feeback loop in
it (Cooper and Gilbert 2008).
Mayo and Jarvis (1981) based their model is the Howarth and Seth model where the decision

making process is a sequence of stages where the consumer is seen as a problem solver. They
point out the special characteristics of the tourism product and they highlight the importance of
the information and evaluation stages. However they still fail in provide an activity based theory
(Cooper and Gilbert 2008).
Mathieson and Wall (1982), created a model based in the classical models of consumer making
process proposing a five stage model over a framework of four interrelated factors: tourist
profile, travel awareness, destination resources and characteristics and trip features. However,
the model has been criticised for taking a product based perspective instead in a consumer based
perspective (Cooper and Gilbert 2008). In figure number 2.3 it is possible to appreciate the five
stages process that Mathieson and Wall (1982) proposed for the tourism product.

Figure 2.3: Travel buying behaviour
Source: Mathieson and Wall (1982) in: Cooper (2005)

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The model represents a simple process of stages similar to EKB model; the main difference is
that the outcome stage proposed by Blackwell et al. (1968 cited Williams 2002) it is divided in
this model by two separate stages: the pre-travel and during travel stage and the post travel
stage. As it has been mentioned before, tourism products are not bought and consumed at the
same time, there is a gap in time since the travel is bought until it is consumed and this model
represent it.
As it has been pointed out before, due to the nature of the tourism product, the information
research in tourism it is not just a single stage in a process, it is an ongoing process which goes
along the DMP as new options appear and new decisions have to be taken. Snepenger et al.
(1990) and Fodness and Murray (1998) argue that due to the high amount of information
required by tourists when searching for information, information strategies are develop in order
to select the best sources. Furthermore, Snepenger et al. (1990) identifies four main factors

influencing the search process: first the composition of the holiday groups, second the presence
of family and friends at the destination, third the prior visits to the destination, and fourth the
degree of familiarity linked to the destination. Apart from these four factors, Moutinho (1987
cited Luo et al. 2004) claimed that the purpose of the travel remains the biggest influence on the
tourist behaviour and in special on the information search. This means that depending on the
type of tourism tourist are going to practice at the destination they will look for different types
of information, use different sources of information as well as they will concede more or less
importance to the information found in regards to the attributes of the tourism product sought.
Another interesting point to mention is the fact that decisions are not constant or have a lineal
tendency; decisions might be affected by many internal and external factors which may change
among people trough their life cycle (Swarbrooke and Horner, 2007).
All the models exposed above have been an interesting attempt to understand the tourist
behaviour, however according to Horner and Swarbrooke (2007) most of them fail in the same
points: first, models are based on little or no empirical research and most of them are at least
fifteen years old; fact which represents a real weakness in a changing society where new
technologies are revolutionizing consumer behaviours. Second, many models do not recognize
the importance of the motivators and determinants on the decision process. Third, they assume
that the purchase decision is a rational one; however, sometimes it is not. Fourth, some models
consider the purchasing process as constant, when depending on the travel or tourism product
the tourist may change its preferences and may be influenced by other factors. Fifth, they are
very complex for marketers to use them. And sixth, tourists are usually considered as a