Importance of information for tourist service users in travel decision making

Abstract

In modern conditions of operation, the provision of right information to customers is one of the key factors of marketing communication success. When making the decision on the selection of travel, customers in tourism (tourists) have the need for greater number of different information compared to the selection of other products and services. The need for more information is conditioned by the specificity of travel as a product. The tourists gather different information in the travel decision-making process on destinations, activities at destinations, hotels and services they offer, travel programs, etc. Likewise, the information on the brand and image of tourist destination they are travelling to and the brand of tourist service provider (hotel, tour-operator, travel agency, etc.) are also relevant. Brands present a kind of quality guarantee and reduce the need for additional information. The aim of this paper is to determine the significance of different information for various segments of customers in tourism on the basis of empirical research. The paper will test whether various tourist segments, towards which the different communication strategies focused on travel promotion would be formulated, can be identified based on the type of information the tourists gather in the decision-making process. The paper will also consider whether the segmentation of the tourism market, based on the relevance of different information in the decision-making process of tourists, is more efficient compared to the segmentation based on the traditional criteria.