Holiday Decision Survey

Question: Write an essay on "Holiday Decision Survey". Answer: 1.0 Introduction Tourism had identified the lucrative aspects that had displayed with indifferent paradoxes. In the similar context, Page (2012) determined that the tourism agencies had undertaken a high constructive and organised effort to enhance the accessibility internationally. Tourism had managed to establish an extensive influence on the public sector. The tourism consumer behaviour can recognise as the assembly of its attitudes, decisions, acts, reaction towards the tourism products and services and its post consuming reactions. Considering the previous context, Tourism experience (2016) mentioned that over the decades, tourism had witnessed a continuous. Diversification had become one of the fastest growing economic segments in the global context. Moreover, tourism had turned out to be a thriving global sector, which had the power to shape up the positive and the negative influence of the economy. Both the developed and the developing regions had contributed a significant proportion of the National Income and had managed to generate tremendous employment opportunities. It had turned out to be a fast growing serving sector and carries huge potentials for its further expansion and diversifications. According to Ryan Collins (2008), a high percentage of the customer segment initiates the tourism services to experience refreshment. Therefore, the tourism marketers target the tourism that prefers the holiday-centric services. The present study focuses on the 6 destinations, which include Barossa Valley, Spain, France, Italy, Las Vegas, New Zealand, Hong Kong and Gold Coast. The current study evaluates on the pros and cons of the tourism initiatives taken by the marketers of the specific destinations. The analysis would be done exclusively on the primary data. 3 respondents have been selected or the particular subject. Based on the feedbacks, strategic recommendations would be provided to one of the tourist marketers to improve its attraction measures. 2.0 Analysing the behavioural aspects of the selected respondents with the support of personality theory The tourist that initiates the tourism services for the holiday purpose experiences different types of treatments. In the particular inference, Petr (2015) determined that the customers prefer to experience a premium level of services. Therefore, the monetary expenditure does not matter much to the tourists that prefer the premium level of services. In the majority of the cases, the customers prefer to initiate the services of the tourist attractions that are well decorated. In the similar context, Miao Mattila (2011) asserted that the psychology of the customers works in the manner that the greater percentage of expenditure can return higher proportionate of value. Therefore, the holiday tourist segment prefers to initiate the destinations that charge a premium range of the capitals. Contrary to the latter statement, Goeldner Ritchie (2011) claimed that with the increasing rate of the literacy, the customers are getting typical regarding the tourism services. Therefore, the custom ers have generated idea and knowledge with regards to the tourism practices. Hence, the majority of the tourists undergoes a thorough research of the offered services and the overall all activities of the attractions before perceiving the services. The behavioural action of the tourist segment and the personal influence had been analysed with the support of the self-congruity theory. Kattara et al. (2008) stated that the self-congruity theory represents the match and the mismatch of the perceptions between the individuals. The theory indicates that the maximum percentages of the tourists prefer to showcase the dedication towards the brand image of the tourist destinations. Based on the distinct perception, the visitors determines on the brand choice. Investigating on the feedbacks of the first three respondents (1,2 and 3) an assumption can be made that the visitors are ready to initiate the service that places the price at a moderate level. The visitor prefer to spend a maximum ten ure of 5 days. Thus, the visitors are comfortable with the price ranging within $2000. Considering on the opinion of the 1st respondent, the destination based decisions are made after analysing on the value derived proportion and price affordability plays a major role in the decision making as well. The opinions of the samples regarding the pricing policy of the chosen destinations are indifferent. Conversely, amongst the three respondents, 2 signify that the pricing configuration of Spain, France and Italy are highly unsatisfactory. The respondents have asserted that the accommodation offerings of the specified destinations are highly standardised. Morrison (2013) notified that the customers get easily convinced by the high profile offering. However, the affordability of perceiving the services creates the significant differences. 3.0 Evaluating the behaviour of the selected respondents using the demographic theory The customers' attitudes with respect to the demographic concept had been scrutinised with the support of the Marx demographic theory. As per the opinion of Konu (2015), the global population is entirely reliable on the social and the economic aspects. Inference can be drawn from the above evaluation that the strength of the community gets minimised due to the lack of social and economic support. Zhang et al. (2013) asserted that visitors prefer to invest the destinations that offer the positive encouragement. The research conducted by the previous scholars denotes that the majority of the visitors undertake the holiday services to break down the routine schedules. On the other hand, a certain percentage of the travellers undertake the similar range of services to gain a better experience, which can be implied in the regular hectic schedule as a fatigue handling initiatives. Hence, the social gathering is highly beneficial to create a positive vibration. The particular action facilit ates the travellers to gain a refined experience from the holiday trip. Supporting the latter context, O'Cass Sok (2015) specified that the corrective social gathering and positive behavioural aspects of the external population are highly necessitated to enhance the recreational measures. The feedbacks of the three respondents lead to the direction that the maximum percentages of the tourist prefer receiving the value added services other than the unique ones from the trip. The economic up gradation creates a direct influence on the infrastructural upliftment policy of the destinations. The visitors prefer visiting Gold Coast and Las Vegas due to its lucrative accommodation services. Both the destinations had utilised the economic resources in the productive manner, which led the attractions to attain the maximum visitors' preferences. The feedback of the second respondent reflects that the social gathering and the activities conducted by the destinations had been highly lucrative. Therefore, the customers find the specific destination to be economic and the social outing creates a positive encouragement on the visitors. It serves to be a significant recreational aspect for the tourists. Evaluating on the responses of the selected samples, inference can be drawn that 4.0 Recommendations The attraction measures of the six tourism destinations had been extremely lucrative. Conversely, the tourism actions initiated by the marketers of Spain, France and Italy (option 1) lags specifically in the pricing measures. Thus, despite receiving the affirmative reactions of the visitors in the social networking sites, the regions somehow fails to convince the customers to make a revisit in the specific tourist destination. Therefore, the strategic recommendations had been provided to the market of the chosen destination to amplify its attraction measures. The recommendations are initiated after evaluating the demands and expectation of the visitors with regards to Spain, France and Italy destinations. The strategic initiatives are: Limiting the service tenure The service tenure for the holiday tourism is quite long (Morrison, 2013). The feedback of the samples forecasts that the holiday trip 15 nights is too long, which is a complete waste of the financial resources. The respondents are comfortable with the tenure of 5 days or nights. Since, the marketers of the specific destination kept a long tenure, therefore, the budget had been kept high without any inclusion of unique offerings. Therefore, reducing the 15-night tenure to 5 days would be the smart effort to mitigate the budget deficit. It would help the markets to construct a reasonable budget for the entire trip package. It would enact to be the useful measures formulate the tourist plan within the expected range of the visitors. Creating an effective pricing strategy The package offerings of the destination are comparatively expensive. Therefore, despite the executing an interest towards the region, the visitors prefer to look for an alternative within an affordable range (Konu, 2015). However, certain percentages of the customers prefer to initiate the holiday services exclusively for the recreation and experience, therefore, believes the trip package and the price range of Spain, France and Italy do not even match with the expectation. The customers are ready to make expenditure within the budget of $1500 - $2500. Whereas, Spain, France and Italy change $ 10,990 for 15 days, which is irrelevant and almost three times more than the price range of Las Vegas, Hong Kong and Gold Coast. The marketer can follow the policy of providing the flight tickets of economic class other than the business class to limit the price range. Conclusion Evaluating the study, it had been concluded that the visitors prefer to experience that value added service at an affordable price range. Therefore, the marketers that had included enormous service measures within the tour package needs to screen on its efficacy and keep the efficient ones. 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