[관광] Travel Purchase

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Chapter 4Travel Purchase
Chapter 4Travel Purchase
*Travelers’ Buying Process Stages
Marketing Tasks for Travelers’ Buying Process Stages
Communication Objectives by Travelers’ Buying Process Stages
Communication Objectives by Travelers’ Buying Process Stages
**Promotional Techniques and Travelers’ Buying Process Stages
Role of Travel Information in Reducing Visitor Risk
Vacation Sub-Decisions

본문내용

Chapter 4Travel Purchase
Chapter Objectives
1. Describe the buying-process stages that people go through when making travel decisions.
2. Explain the effectiveness of different communication strategies at each stage of the buying process.
3. Identify which promotional techniques work best at each stage of the buying process.
Chapter 4Travel Purchase
Chapter Objectives
4. Describe some of the models that have been suggested to explain how travelers choose destination areas.
5. Describe the series of sub-decisions that make up how a vacation decision is actually made.
6. Explain the influence of family life-cycle stages on vacation sub-decisions.
*Travelers’ Buying Process Stages

1. Attention and awareness
2. Knowledge and comprehension
3. Attitudes, interests, and liking
4. Evaluation, preference, and desire
5. Intention and conviction
6. Purchase, trial, and action
7. Adoption

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