Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 9

Making a final decision on a vacation is a rational combination and assessment of all available information on desirable destinations, as well as the available cash fund that can be allocated for this purpose. Categorizing and marking a star hotel can further help consider, and orient the potential traveler in evaluating and comparing the offered arrangements. Surfactured tourists also have a relatively unobstructed view of the difference in the quality of accommodation, service, and food in a single star hotel, from four or five-star hotels. Of course, this difference in quality is quantitatively expressed by an appropriate price difference as an essential reference to the decision maker's ability to pay. Consumers who behave rationally try to get maximum benefit from disposable income from their disposable income!

On the macroeconomic plan, the state of one economy (which presumably speaks of the economic status of the most significant number of its consumers) can be most quickly and reliably determined by analyzing components of the gross domestic product - the aggregates that define key links to three interconnected macroeconomic balances. These are the net savings, budget and net exports balances. The economic situation of society is conditioned by the financial strength of the individual, which determines the tourist demand. The oppression of the economic power of an individual is his purchasing power, but his preference for consumption, or savings, must be taken into account. Measuring the purchasing power of an individual is a complex process. One indicator is the national income per capita, but this is a general figure, it speaks about the standard of society as a whole, statistically equates the richest and the poorest and can not say anything about the structure of consumption.

Therefore, more useful information is available and discretionary income. The total cost of living can be viewed through the consumer price index and the purchasing power index. The Consumer Price Index (CPI) represents a particular retail price index that defined as a measure of the average price change of the standard basket of goods and services that average households purchase to meet their needs in the observed period. The Buying Power Index (BPI) consists of weighted measures of disposable income, sales data and market factors for a particular region.

Potential tourists cannot be seen as an ideal, abstract subject that behaves by general economic theory. Consumer buying behavior differences may be an indicator that the interpretation of available information differs from the logical standards and that some factors, in the first place social and psychological, play an essential role in the process of deciding on buying a tourism product.