Factors with Impact in the Assessment and Choice of Tourist Destinations
Keywords:
multicriteria decision making, tourist destinations, digitalisation, quantitative methodsAbstract
The preference disaggregation approach to the problem of multicriteria choice is to uncover the inherent model of choice that brings a decision unit to a conclusion in terms of an overall preference on the alternatives. In the context, the actual market shares of a class of competing products (alternatives) constitute a concise global variable originated in and reflecting the cumulative preferences of the consumer body, which affects the pattern of the market. This paper presents a systematic method to analyse the preference information cumulated in the actual market shares of competing products in terms of the criteria involved in the process of choice. The aim of this study is to present an entirely new approach to the problem of multicriteria choice and an application to analyse the market of tourist agency destination offer. In the paper outlines the market share analysis methodology for building an additive utility model in situations concerning attributes on which preferences behave monotonically. When contemporary information and communication technologies are included into the processes of choosing then electronic word-of-mouth (e-WOM) communication appears, while specific marketing messages are being created and transferred. The paper ends with some concluding remarks.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Buhalis, D., Law, R. (2009), ”Progress in information technology and tourism management: 20 years on and 10 years after the Internet — The state of e-Tourism research”. Tourism Management, Vol. 29, No. 4, pp. 609-623.
Cheung, C. M. K., Thadani, D. R. (2012), “The impact of electronic word-of-mouth communication: A literature analysis and integrative model”, Decision Support Systems, Vol. 54, No. 1, pp. 461-470.
Hennig-Thurau, T., Gwinner, K., Walsh G., Gremler D. (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?”, Journal of Interactive Marketing, Vol. 18, No. 1, pp. 38-52.
Huang, J., Chen, Y. (2006), ”Herding in online product choice”, Psychology and Marketing, Vol. 23, No. 5, pp. 413-428.
Kelly, L., Kerr, G., Drennan, J. (2010), “Avoidance of advertising in social networking sites: the teenage perspective”, Journal of Interactive Advertising, Vol. 10, No. 2, pp. 16-27.
Lovett, M. J., Peres, R., Shachar, R. (2013), “On brands and word of mouth”, Journal of Marketing Research, Vol. 50, No. 4, pp. 427-444.
Pan, B., MacLaurin, T., Crotts, C. J. (2007), “Travel Blogs and the Implications for Destination Marketing”, Journal of Travel Research, Vol. 46, No. 1, pp. 35-45.
Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., Raman, N. (2004), “Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email”, Journal of advertising research, Vol. 44, No. 4, pp. 333-348.
Wang, M. H., Huang, C. F., Yang, T. Y., Wu, Y. N. (2011), “The effects of online consumer information adoption on purchasing decision”, availabe at: http://www.marketing_trendscongress.com/archives/2011/Materiali/Paper/Internet/Yang_Yang_Huang.pdf. (4 April 2019).
