A Proposed Model of Pro-Act Approach for Tourists’ Destination Choice: Pro-Act Decision Making Model in Difficult Times from Consumer Perspective

Submitted by

Kadir Çakar

Content• Aims of the Study

• Introduction

• Pro-Act Approach

• Results

• Discussion and Conclusion

• References

Aims of the Study• To investigate how consumers manage risk and uncertainty in a

time of crises that travelers may potentially experience during their decision-making process;

• To explore that to what extent Pro-Act approach is applicable for individual decision-making process in difficult times in terms of destination choice;

• To simplify decision-making process in difficult times in regards to selection of vacation destinations and hotels by offering Pro-Act approach;

• To propose a unique theoretical model that can be put into practiced regarding individual decision-making;

• To justify if tourist behavior exhibits itself as reactive or proactive during decision-making in a time of crises.

Introduction• Decision-making is seen problematic issue from tourists’

perspectives in a time of crises.• Considerable attention is given to the decision-making

process to overcome challenges that travelers often face.• Hong et al.(2009) distinguishes types of decision-making

process into three phases: nominal, extended and limited decision-making.

• Choi et al.(2012) deals with decision-making process within the context of multidimensionality, sequential nature and hierarchical dimensions.

Introduction (cont’d)• There is a strong relationship between past travel

experience and future travel behavior.• The degree of safety and issue of risk perception play

significant role in shaping future travel choices.• Information (word-of-mouth) is assumed as the most

influential element for making decisions.• Identifying decision-making process over the concept

of Pro-Act approach generates the originality of the present study.

Pro-Act Approach• Problem: In this stage the current problem is determined

precisely.• Objectives: This phase includes a list of particular tourist

destinations and holiday characteristics as well.• Alternatives: Better options would only come true by

identifying alternatives.• Consequences: This stage shows degree to what extent

selected objectives and alternatives meet the expectations.• Trade-Offs: In this stage, to meet the needs final decision is

made by sacrificing alternatives for ideal one.

Results• This research sought to provide insight regarding decision-

making process over the concept of extended problem solving rather than limited problem solving one through Pro-Act approach.

• In the present study, Pro-Act approach is an attempt to fill the gap in the extant literature by providing multipurpose and hierarchical decision-making model to overcome challenges that travelers face in difficult times.

• Moreover, Pro-Act approach makes more clear and understandable on how to cope with problems after emergence of detrimental issues in determining holiday or vacation decision.

Discussion & Conclusion• The purpose of the present study was to offer a Pro-Act

model that can be adapted to the individual decision-making process within the context of tourist destination choice.

• Results of the study supports that the Pro-Act approach can be applied for selection of destination choice in a time of crises.

• Pro-Act approach can be assessed as useful and helpful tool to mitigate risks and uncertainties during the course of decision-making process.

• The results have revealed that tourist behavior is more likely prone to show proactive approach rather than reactive during the decision-making process in difficult times.

References• Choi, S., Lehto Y.X., and Morrison M. A. (2012). Structure of Travel Planning Processes and

Information Use Patterns, Journal of Travel Research, Vol.51, No.1: 26-40.• Cooper, C. (2005). Tourism Consumer Behaviour in Cooper, C., Fletcher, J., Fyall, A., Gilberth, D.,

Wanhill, S., Tourism. (eds.), Tourism-Principles and Practice, Third Edition, Prentice Hall: 50-80.• Hammond, S.J, Keeney L.R., and Raiffa H. (1999). Smart Choices: A Practical Guide to Making

Better Decisions, USA, Harvard Business Review Press. • Hong, K.S., Lee W.S., Lee S., and Jang H. (2009). Selecting Revisited Destinations, Annals of

Tourism Research, Vol.36, No.2: 268-294. • Murphy, L., Mascardo G., and Benckendorff P. (2007). Exploring Word-of-Mouth Influences on

Travel Decisions: Friends and Relatives vs. Other Travellers, International Journal of Consumer Studies, 31: 517-527.

• Sönmez, F.S., and Graefe A. (1998). Determining Future Travel Behaviour from Past Travel Experience and Perceptions of Risk and Safety, Journal of Travel Research, Vol. 37, No.2: 172-177.

• Throop, K.R., and Castellucci B.M. (2010). Reaching Your Potential: Personal and Professional Development; USA, Wadsworth Cengage Learning.