tourist decision process

1. Mathieson and Wall Model
Tourist Decision Process/Behaviour
Presented by Fayaz ahmad sheikh

3.  Consumer behavior is to do with the activities of
individuals in obtaining and using the products or
service ; it encompasses decision making processes
that precedes and determines purchases.
 The consumer or tourist is the focus of marketing
processes.
 The victory of any business unit rests on consumers
who are willing to accept and pay for the products or
services.
 Consumers are the arbiters of fortune in business.
 In highly competitive economic system the successes
survival, and growth of firm wants knowledge about
consumers.

4. continue
 Decisions involved in choosing a holiday ?
 Which destination (Country, region, resort) ?
 Which mode of Travel (Scheduled, Charter, Ferry, Rail,
Coach) ?
 Which type of accommodation (Serviced or Non-
serviced) ?
 How long will the holiday be (days/weeks) ?
 At which time of the year will the holiday be
 (Season month specific date) ?
 Package holiday or independent travel ?
 Which tour operator ? (If Package holiday)

5.  Consumer behavior is all the psychological,
social and physical behavior of potential
customers as they become aware of,
evaluate, purchase, consume and tell others
about products or services
Definition
 The processes whereby individuals decide
whether, what, when, where, how and from
whom to purchase goods and services.
 Prof Walter and Prof Paul G.W

6.  It was in the year 1982 that Mathieson
and Wall came up with a model of how
a consumer makes decisions about
availing a product or service or visiting a
destination.
 Mathieson and wall gave a five stage
linear model of how a customer goes
through these stages while purchasing
products or services.
 The stages given are:-

8. In this stage the need for travel is felt and
the reasons behind this need are weighed
 The buyer senses a difference between
his or her actual and a desired state
The need can be triggered by internal
stimuli.


9.  If the consumers drive is strong and a satisfying product is
near at hand, the consumer is likely to buy it at the
moment. If not, the customer will store the need in the
memory and search for relevant information.
 Sources of information may be:
 Personal sources: Family, Friends, neighbors,
acquaintances.
 Commercial sources: Advertising, salespeople, dealers,
packaging, displays.
 Public sources: Restaurant reviews, editorials in the travel
section, consumer rating organizations
 Internet : Company's website and comments from previous
guests social media.
 The information given or collected is evaluated against the
desire or need

11. In stage the decision about the product
service or destination is taken i.e. to
select or reject a destination. If selected
then:
Mode of travel (Air, Surface or water).
Type of accommodation.
Duration of stay.
Activities at the destination

12. In this stage arrangements about the travel
are finalized
Booking
Clothing
Equipments

13. In this stage the overall experience is
evaluated and the results influence
subsequent travel

14. Tourist profile: Age, income, education,
attitudes, previous experience, motivation
Travel awareness: Image of destination
facilities and services which are based
upon the credibility of the source.
Destination resources and characteristics:
Attractions and features of the destination
Trip Features: Trip type, trip distance, and
perceived risk.