Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 13

The complexity of traveling tourists' motivation as well as the issue of destination choice are the subject of numerous studies. The usual categorization of travel through several distinct phases has begun with a concept that breaks down this process in five phases (Clawson & Knetsch, 1966: 33-36):

 Anticipation implies planning and thinking about all the necessary elements travel, when to go, how to arrive and how to stay, accommodation.

 Going to the destination

 Stay at the destination

 Return from the trip

 Commitment, fixing of impressions, forgiveness

Particular attention must be paid to the last stage, which involves returning from the journey, as an important process that feedback information links the first and the last phase. It also has to be related to the concept of contentment at the destination (Pizam, Neumann & Reichel, 1978: 314-322).

The main disadvantage of this concept is that Clawson and Knetsch do not deal with the choice of destinations, but the tourism travel phases have been upgraded to the assumption that the choice of destination choice has already been made.

The decision-making process Gunn explains the following stages (Gunn, 1972: 120):

 Accumulating mental performances about the upcoming trip

 Modification of acquired performances under the influence of new information

 Deciding on a trip

 Going to the road

 Stay at the destination

 Back

 Re-accumulation of performance, based on experience gained.

In the first phase, a potential traveler, using various sources of information, collects different information by which a particular play is built, a picture of the destination. The performance is shaped as a result of the influence of new facts gathered during the search. The destination image is experiencing a re-transformation in the post-purchase phase of the assessment. After that, most impressions are lightly watched, time-filter passes only the most impressive experiences on which a permanent image of the destination is built.

In his opinion of the importance of building a personal show on the destination set by Gunn, Hant adds (John Hunt) with his vision. In the paper, The Performance as a Tourism Development Factor - Image as Factor in Tourism Development, states the following: "The image is probably a significant variable measured by the success of the region, but its relative magnitude compared to other factors," adds that "every year states, cities, companies, hotels and many, many others, spend millions of dollars in trying to build a picture of themselves and attract tourists "(Hunt, 1975: 1-7).