Moreover, information search is much less intensive and purposive than is usually assumed. A majority of holidaymakers could be described as low information searchers: they do not prepare their trip in much detail nor for a long time beforehand, rather they prefer serendipitous discoveries and the unexpected. When they were asked about whether or not they had already collected a lot of information about their forthcoming holiday in Tenerife in June, Vincent replied on behalf of a group of friends:
Finally, information collection is a weak predictor of actual choice but rather indicates preferences. Of course, the extent of information collection depends on the holidaymaker’s levels of involvement and risk aversion.
- Traditional problem solving
Consumers have traditionally been portrayed as rational and risk averse. As a consequence, consumer decision-making has been presented from a problem-solving or information processing perspective. These models start from the assumption that any consumer need or desire creates a problem within the individual. The consumer undertakes to solve that problem by deciding a course of action in order to satisfy this need or desire. Decision-making typically entails five steps: need recognition, information search, evaluation of alternatives, product choice, decision.
An alternative view has seen consumers’ decision-making as a hierarchy of cognitive, affective and behavioral responses (i.e the C-A-B sequence). Within the context of these two main approaches, existing models of holiday decision-making have seen it as a rational process implying high involvement, high risk perception, extensive problem-solving and information search and a sequential evolution of plans which starts from the generic decision to go on holiday.
- Differences and similarities
- Differences
In traditional problem-solving model, it is necessary to recognize the need before people can satisfy it, which means they are conscious about what they want and how to have it. The process starts from a point that without it the next step cannot be taken.
By contrast, the people in this case are less rational but more emotional when the plan can be create from any idea at any stage. The process is also more flexible. According to existing models, people sum up all information they know to evaluate all alternatives in order to give the final choice regardless of awareness or not. Otherwise, actually people do not search information actively and don’t think about comparison much. Searching for holiday information tends to be memory-based (internal) rather than stimulus-based (external). Information is often collected accidentally and passively. Moreover, when information is collected it is not always used and/or sometimes it is put aside for later on. This is another indication that holiday decision-making is an ongoing circular process: as one holiday ends, then planning starts for the next one. The time during and just after a holiday is particularly fruitful for nurturing other projects. In fact, it appears that most holidaymakers are involved in a number of holiday plans all at the same time. These involve different time horizons, different types of decision-making processes.
- The information search process
- Identify the information search process
The Information Search Process (ISP) is a six-stage process of in . The ISP was first suggested by in 1991. The ISP presents seeking information as a means to accomplish a goal. The model of the ISP is articulated in a holistic view of information seeking from the user’s perspective in six stages.
T1. The table show the 6 stages in model of the information search process
http://comminfo.rutgers.edu/~kuhlthau/information_search_process.htm
The first stage is Initiation, when a person first becomes aware of a lack of knowledge or understanding and feelings of uncertainty and apprehension are common. After that, Selection, when a general area, topic, or problem is identified and initial uncertainty often gives way to a brief sense of optimism and a readiness to begin the search. The third stage is Exploration, when inconsistent, incompatible information is encountered and uncertainty, confusion, and doubt frequently increase and people find themselves “in the dip” of confidence. The next stage is Formulation, when a focused perspective is formed and uncertainty diminishes as confidence begins to increase. Besides, Collection, when information pertinent to the focused perspective is gathered and uncertainty subsides as interest and involvement deepens. The last, Presentation, when the search is completed with a new understanding enabling the person to explain his or her learning to others or in someway put the learning to use.
- The information search process for a holiday
Information search is not always a well-defined stage in the holiday decision-making process. Information collection tends to be ongoing, and it does not stop when the holiday has been booked. A majority of holidaymakers could be described as low information searchers: they do not prepare their trip in much detail nor for a long time beforehand, rather they prefer serendipitous discoveries and the unexpected.
Holiday is unsought- products that consumers do not normally go looking for so searching for holiday information tends to be memory-based (internal) rather than stimulus-based (external). Information is often collected accidentally and passively. Moreover, when information is collected it is not always used and sometimes it is put aside for later on.
Finally, information collection is a weak predictor of actual choice but rather indicates preferences. Of course, the extent of information collection depends on the holidaymaker’s levels of involvement and risk aversion.
- The information search process for a product: vehicle
For product as vehicle, the process is carried out by 6 normal stages in information search process. All general information about the vehicle is found out. After that, selection stage shows decision-makers collect the information that they feel it related to object. The third stage is exploration characterized by feelings of confusion, uncertainty, and doubt which frequently increase during this time. Actions involve locating information about the vehicle, reading to become informed, and relating new information to what is already known. The quality of vehicle is evaluated with customer’s own experience through their use before or even others use. Consumers already have established the basic criteria for evaluating the product categories: brand name, price, style, performance, product line, function, fuel consumption, etc. All of devide they can get information are internet, magazines, newspapers, T.V, friends and family or neighbors, moreover.
- Compare the information search process for holiday to vehicle
In comparison with a decision-making process of vehicle, that of holidaymakers is much more complicated, takes more time and especially it is no well-defined stage. Moreover, current and future evaluation of purchasing can be better found in case of buying vehicle than choosing a tour for holiday. This due to the fact that holiday is a service that largely extends in terms of financial ability and offering contents. The client may examine some technical details and other features of vehicle, after determining a preferred firm, brand name, product line and a few alternatives as well as make relevant comparisons. On the other hand, holiday includes many types of services, which makes customers rather difficult to measure its value to them. Their search of information mostly bases on pleasures and experiences rather than evaluate external data. It appears that vehicle information search process is more structured, more detailed and well-followed by customers than that of holiday plan.
- Managers marketing and promoting holidays
The case study of consumer behavior and holiday has opened a new strong perspective of consumer behavior research. It is significantly different from traditional views in terms of decision making approach, information seeking process as well as post-purchase evaluation. As regards holiday services – tourism field, the traditional perspective has no longer great application on its customers. Instead of that, managers should flexibly re-design and orient their tours and services similarly based on the findings in the case study. Their post-purchase evaluation also plays an important role in how users would best memorize products. Some sales promotions should be offered at the end of every vacation experience. All of marketing jobs mentioned above are possible suggestions that marketers are recognizing and make use of customer moods and emotions. Besides of that, there are some factors that can negatively restrict consumer choices such as occupations, personal schedules.
REFERENCES
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(4) Holiday decision making | Law Teacher
http://www.lawteacher.net/public-law/essays/decision-making.php#ixzz2Gtb9g0jN
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