HBM 235 1st Edition Lecture 6 Outline of Last LectureI. CultureII. Factors Influencing Information SearchIII. Social Media and Travel Info Search IV. Destination Image CharacteristicsV. How we perceive Outline of Current LectureI. Perception, Image and Satisfaction II. Traveler’s Decision making ProcessIII.Current LectureI. Perception, Image and Satisfaction A. Expectations vs. actual experience (performance perceptions)1. High expectations and negative perceptions-Least satisfied2. Low expectations and negative perceptions -Moderate dissatisfaction 3. High expectations and positive perceptions-Moderate satisfaction -Want expectations-positive perceptions gap to be as high as possible -Positive disconfirmation- when perception outperforms expectations II. Traveler’s Decision making ProcessA. All destinations go through a “funnel” through choices to get to the final choice1. Influenced by internal (push) and external (pull) variables MARKET: Consideration, Evaluation, Constraints, ChoiceB. Consideration1. Awareness set: knows but do not express any affection with 2. Reveals knowledge C. Evaluation 1 Evoked Set: destinations considered for next vacation 2. Surrogate Set: Destinations not prioritized but kept as spare alternatives 3. Exclusion set: destination rejected D. Constraints1. Dream Set- ideal but permanently unavailable2. Unavailable Set- Considered but temporarily unavailable 3. Available set: affordable -We want to move consumers to evoke set and then available setE. Hesitation- postponing or deferring product purchases-Perceived risk can cause hesitation -AS perceived risk increases, hesitation increases-As perceived risk decreases, hesitation decreases-As knowledge increases, strength of relationship is weakened-Managing risk- hesitation
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