ABSTRACT

This chapter explores and illuminates the nature of consumer decision making within the tourism arena, paying particular attention to the concepts of need recognition and motivation. Importantly the chapter also traces key emergent developments in the rise of the experiential tourist or transumer, those consumers motivated and driven by a multifaceted tourism experience instead of ‘fixed’ traditional tourism offerings. Ultimately, in order to identify, refine and sustain robust tourism marketing strategies and tactics that promote choice and encourage loyalty the chapter explores the relationship between tourism marketing and branding initiatives and their impact on consumer decision making. This chapter is then of particular interest to those wishing to understand the nature of consumer behaviour within tourism and for those involved in the planning and execution of tourism marketing strategy.