There are many factors such as attitude, perceptions to influence people’s mind while making a decision to go on a holiday. Tourists’ decision-making relates to their behaviours. In this way, in order to share as much market as possible, it is worth to analyzing people’s behaviours. This assay will be evaluated in three sectors namely; psychological, personal, and social. (Marketing-consumer behaviour)

First of all, within psychological field, motivation is being considered the most important one. There are dissimilar factors behind complex motivation. To be simplified, it is much understandable to analyze motives by Maslow’s(1970) Hierarchy which in order are physiological, security, social, esteem and the last, self actualisation needs. As soon as people achieve amount of level, they move on to the next stage gradually. For instance, in first stage human have physical needs such as hunger or thirsty; when they achieve the fulfilment, they move on seeking for higher order needs like security. (Cooper, Fletcher, Fyall, Gilbert & Wanhill, 2008)

Attitude is another vital key of tourist decision making. Attitude is composed by cognitive, affective and conative. Cognitive, in other word, is called the belief or knowledge which based on previous experiences, individuals’ own opinion to the place or getting the information from other people; the affective describes the feelings and emotions about the destination and assess the experience basing on emotions; the conative is the action tendency which can have a favourable or unfavourable characters (Hoyer and MacInnes, 1997).

When it comes to perception, it does have powerful influence on tourists’ evaluation and the process of judgement. It is the procedure by which an individual selects, arrange and express stimuli in a significant and comprehensible way. An individual is likely to establish his perception on his current knowledge. Not only by the basic nature of the stimuli but also by his unique evaluating system are determined for what an individual get in many situation.(Moutinho,2000)

Secondly, in personal parts, we could break into age, occupation, lifestyle, economic circumstance and so on. For the elderly and adolescents, this group have more free time to arrange; however, they don’t have enough finance to travel. Comparatively, middle ages get income from their job but with little flexible time to travel. Also in different stages, people expect having different experience, such as most elderly tend to do indoors or quiet activities, in contrast, the youth tend to take adventurous ones.(Marketing-consumer behaviour)

When people are experiencing recession, they cut back on elastic stuffs such as buying travel package. It is logical that people spend less on tourism when the economics is poor or they choose to stay within nation to do domestic journey instead of travelling abroad in order to reduce the expense. In contrast, tourists’ population soars when they have spare budget to spend for luxury journey. (Marketing-consumer behaviour)

Last but not least, culture, social class, groups, family fall in social sector. Nobody has the same background, so generally speaking, people around the world share variety of culture. Culture is created by a society. Basing on different backgrounds such as language, religion, technology and so on, individuals are educated and influent under unique circumstance. Although living in the same place, each person develops into a special individual with their own behaviours. Social class is the primary factor to decide consumers’ behaviours. A particular people in a given group experience similar values, lifestyles and behaviours standards; however, it is worth to mentioning that there are variety ways to building classifications. (Moutinho,2000)

The primary determinants of decision-making are family goal and roles. Basing on family life cycle, different options are being produced. Newly married couple may travel abroad or taking something new or more dangerous. As soon as given birth to children, considering the security of children, they either do domestic travelling in other words, short distance journal or mild activities. All the members have some extents to influence the progress of decision making. Whether basing on the past experience or hear from friends. Therefore, friends and relatives are listed as other influenced characters. For people who want to visit the place for the first time, it would seem logical to ask opinions from friends who have been there. Other cases indicate that people travel to a particular attraction to visit friends or relatives. According to Crompton research, he suggests that friends or relatives behaviour throughout the recreation experience.(Crompton, Annals of Tourism Research,1981) As a matter of fact, friends and relatives are always listed as the useful source when it comes to providing trip-related information. (Moutinho,2000)

The extents of perceiving risk in different sectors hold purchasers back when they consider buying a travel package. Either functional risk which is the worry that product will not run well as expected or financial risk which is the product will not be worth its cost or time. Not only do these two risks I mentioned above have influence but physical, social and psychological risks have significant impact. (Moutinho,2000)

All in all, customers are influenced by many factors during the decision progress. Actually, whether in psychology, personal or social field, they are relative to each other. In order to have overall concept, it is essential for us to discuss from different aspect of view.

Bibliography

Cooper, C., Fletcher, J., Fyall, A., Gilbert, D. & Wanhill, S. (2008). Tourism Consumer Behaviour. Tourism Principles and practice fourth Edition. (pp. 42-70). Pearson Education Limited, Essex.

Crompton, L. (1981). Dimensions of the social group role in pleasure vacations.

Annuals of Tourism Research 8(4), 550-567,

Hoyer, W. and MacInnes, D. (1997). Consumer Behaviour. Houghton Mifflin

Company, Abingdon, UK.

Marketing- Tourism Behaviour (n.d.). Retrieved November 6, 2008 from

http://tutor2u.net/business/presentations/marketing/consumerbehaviour/default.html

Moutinho. L. (2000). consumer behaviour. Strategic Management in tourism, (pp. 41-

78) ABI Publishing, Oxon.