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Complexity and Simplification in Understanding Travel Preferences Among Tourists
Torvald Øgaard1, Rouven Doran2, Svein Larsen2
1Norwegian School of Hotel Management, Faculty of Social Sciences, University of Stavanger, Stavanger, Norway.
Frontiers in Psychology
|November 5, 2019
Summary
Simplifying complex travel preferences into clusters is challenging. While grouping tourists by preferences shows some relation to travel behavior, the clusters are too small to fully explain vacation choices.
Area of Science:
- Tourism Management
- Consumer Behavior Analysis
- Statistical Modeling in Social Sciences
Background:
- Travel preferences are complex and difficult to integrate into tourism planning.
- Existing research validates survey instruments for tourist role orientations.
Purpose of the Study:
- To simplify individual travel preferences into structures.
- To group tourists into practical preference clusters for tourism planning.
Main Methods:
- Factor analysis was used to simplify individual preferences.
- Clustering techniques were applied to group tourists into preference clusters.
Main Results:
- Preference clusters showed a small, but present, relationship with context-specific valuations, perceptions, and revisit intentions.
- The identified clusters explained only a small amount of the variability in tourists' vacation emphasis.
Conclusions:
- The developed preference clusters are insufficient for comprehensively explaining tourist decision-making in vacations.
- Further research is needed to refine preference structures for more effective tourism planning and strategy.
Keywords:
destination perceptionsdestination valuationsfamiliaritynoveltyrevisit intentionstourist role orientationMore Related Videos
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