Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 12

In addition to the above-mentioned general factors of influence on decision-making, there are numerous individual factors which, to a certain extent, address the decision to purchase a tourism product. In accordance with heuristic theory, certain authors emphasize the importance of previous experience as a factor in decision-making, calling such a process with a mental shortcut in solving the task (Shah & Oppenheimer, 2008: 207-222; Juliusson, Karlsson & Garling, 2005: 561-575).

Knowledge about a destination based on positive experience and customer satisfaction is the re-election of a well-known destination, while repeatedly choices form a habit that becomes the decisive factor in deciding not only the destination choice but also the choice of food (Verplanken & Orbell, 2003: 1313-1330; Verplanken, 2006: 539-560). Using the self-assessment habits for measuring the influence of influence (developed by Verplanken and Orbel, 2003), Bjork and Jansen also evaluate habit as an extremely important decision-maker in the tourism destination selection process (Bjork & Jansson, 2008: 11-34).

The life age and individual differences among consumers, especially through the level of education and socio-economic status, influence decision making. Older people can have more confidence in the decision-making process, rely on knowledge and experience, which reduces the ability to apply strategy models, De Bruin and associates conclude after respondents aged 18-88, solved seven set tasks (De Bruin, Parker & Fishhoff, 2007: 938-956). Cognitive weaknesses or prejudices can have a significant impact on the quality of decision-making. Cognitive bias is a form of observation-based and generalization-based thinking, which may be a mistake in memory, followed by a misinterpretation by which decisions are made (West, Toplak & Stanovich, 2008: 930-941).

Some events can fundamentally change the financial status of potential tourists and thus make a direct impact on the fundamental question: to travel or not? Career progress, a paid job placement can further generate the need for buying an attractive tourist product. On the other hand, a worse place of work or even a job loss directly reflects on the change in the planned journey. Late winnings or sudden succession can also substantially alter the purchasing power of consumers and boost the desire for a tourist trip.

There are numerous variables that have a greater or lesser impact on deciding on buying a tourist product. From the consumer's point of view, someone who needs to make the final decision on the journey and takes responsibility for the personal, and security of the members of his family, would add to the security aspect. Namely, numerous world attractions are on the territory where bursts of internal turmoil or terrorist attacks are taking place. A particularly dangerous variant of terrorism is random or random terrorism. The largest number of victims are innocent passers-by, which is the main goal of the action, as it causes the feeling of general insecurity and panic. Therefore, safety and security, not just the destination but also the transfer to the destination, become increasingly influential factors in the process of assessing and selecting the tourist product.