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Classifying Tourist Market Based on Decision Making Period

Abstract The purpose of this study was to profile market segments based on decision making period that can be exploited to increase the effectiveness of travel promotion programs. It is recognized that promotional messages are most effective when they reach potential customers who are in a purchase decision-making mode, in this case planning a pleasure trip. Two possible groups were defined for this study: (1) those whose information processing interval is zero days-defined as ‘instant decision-makers’ and (2) those whose information processing interval is one day or more-defined as ‘hesitant decision-makers’. These two groups were profiled in terms of media habits and trip characteristics. Instant decision-makers were found to report television as the most helpful media in selecting their pleasure trip destinations. The primary purpose of travel for instant decision-makers was more likely to be visiting friends or relatives and less likely to be outdoor recreation. Instant decision-makers were not as action-oriented but were more likely to use a friend’s or relative’s home as their main type of lodging during their pleasure trips. Results from this study suggest that this interval is nonexistent for the majority of travelers (85%), and more than half of the remaining small minority select a destination within 21 days of requesting information. Clearly, prompt response to inquiries is implied by these results. DMOs would also be advised to reconsider how they allocate their promotion budgets between inquiry generating and processing and their other promotion options.