An Examination of Purchase Decision-Making Criteria: A Case of Turkey as a Destination

Abstract

Purchase decision-making is an important area of research in tourism. This research has been carried out to gain insights into how demographic factors and preferences affect vacation decision criteria. The study utilized a set of data from a match sample of 897 visitors that included domestic visitors from Turkey and visitors from Japan, Korea, the United Kingdom, Sweden, Belgium, Poland, Russia, France, and Germany. Specifically, the study aimed to explore the relationship between purchase decision criteria and sociodemographic characteristics and travel behavior characteristics. Specifically, demographic variables included age, gender, marital status, education level, occupation, and annual income; while travel behavior variables included tourist expenses, lodging package type, and reason for lodging package preference. The results indicated that demographic and select travel behavior characteristics affected the purchase decision in varying degrees. Understanding the complexity of the relationship between decision making and its possible determinants would be great help for destination promoters and marketing managers. The study concluded with theoretical and practical implications of the study findings and made appropriate suggestions for implications.