This document summarizes a student project on models of consumer decision making behavior in tourism. It discusses several factors that influence consumer behavior, including psychological, social, cultural, and natural factors. It also outlines several models of tourism motivation and consumer behavior developed between 1943-1982, including Maslow's hierarchy of needs, Gray's interpretation of wanderlust and sunlust, Plog's psychographic model, and Matheison and Walls's 5-stage model of tourist consumer behavior. The document emphasizes that understanding consumer behavior can help tourism providers improve their marketing success.

1. PROJECT ON
MODELS OF CONSUMER
DECISION MAKING BEHAVIOR IN
TOURISM INDUSTRY
BY
SALONI BANSAL
AMITY UNIVERSITY, KOLKATA.
2016-2019

2. TOURISM CONSUMER BEHAVIOR
The tourism consumer behavior can be defined as the collection of
acts, attitudes and decisions regarding choosing, buying and
consuming tourism products & services, and also the post
consumption reactions.
The consumer behavior is influenced by many factors like
psychological factors, social factors, cultural factors and even
natural factors.

3. No two individuals are alike and differences in attitudes, perceptions,
images and motivations have an important influence on travel related
decision making.
It is important to understand the factors that influences an individual!

4. Individual Decision Making
01
02
03
04
ATTITUDES
Depends on an individual’s perception of the world.
PERCEPTIONS
Are mental expressions of a travel company may be.
IMAGE
Are sets of beliefs, ideas and impressions of products.
TRAVEL MOTIVATION
Initiate and explain why people want to travel.

5. Why is this important?
It is important for tourism managers to research and understand the way in
which tourism consumers make decisions and act in relation to the
consumption of tourism products. We need to study a tourist’s consumer
behavior to be aware of different market segments.
“
“
HOW PROVIDERS CAN IMPROVE THEIR CHANCE OF SUCCESS IN MARKETING.

6. ATTITUDE
Among the various factors that influence the formation of attitudes are :
CULTURE &
RELIGION
EDUCATIONAL
INSTITUTIONS
MEDIA
OTHER PEOPLEPERSONAL
EXPERIENCE

7. IMAGE
OF
A
DESTINATION
The image of a destination is a critical factor whe
n choosing a destination, there may be four stag
es which can be studied in the development of a
holiday image :
1. A vague, fantasy type of image created from
advertising, education and word of mouth.
2. A decision is made to undertake a holiday.
3. The holiday experience itself.
4. The fourth stage is the after image, the
recollection of the holiday image which may induc
e feelings of nostalgia, regret or fantasy.

8. What are travel motivations?
They are those factors that create a person’s desire to travel. With the
advent of mass tourism, especially after the second world war, various
studies have been made to find out the reasons as to why people wish to
travel and become tourists.
“
“
THERE ARE MANY THEORIES RELATED TO TRAVEL & TOURISM MOTIVATIONS.

9. MODELS RELATED TO CONSUMER BEHAVIOR
1943 1970 1972 1977 1982
MASLOW'S
HIERARCHY OF
NEEDS AND TRAVEL
MOTIVAIONS
GRAY’S
INTERPRETATION
ON TRAVEL
MOTIVATIONS
PLOG’S
PSYCHOGRAPHIC
MODEL
MATHESION AND
WALLS’S MODEL OF
TOURIST
CONSUMER
BEHAVIOR.
SCHMOLL’S MODEL
ON DECISION OF
TOURISTS.

10. MASLOW'S HIERARCHY OF NEEDS
Self Actualization
Self Esteem
Love & Belonging
Safety & Security Needs
Psychological Needs
4
3
2
1
5

11. GRAY’S INTERPRETATION
The basic trait in human nature to want
to leave and go to see exotic things.
Attractiveness of the pull of the sun,
sand and sea.
SUNLUST
WANDERLUST

14. 1. Travel Desire
2. Information &
Evaluation
3. Travel
Decisions
4. Preparation &
Equipment
5. Travel Satisfaction
Evaluation
MATHESION AND WALLS’S MODEL OF
TOURIST CONSUMER BEHAVIOR

15. Thank you