Consumer behaviour: influence of place of residence on the decision-making process when choosing a tourist destination

Figures & data

Table 1. Indicators of the decision-making process classified into phases.

PHASE 1 Need awareness

Way of spending free time (vrem) Preferred forms of tourism travel (vrtr) Way of recognising the need to travel (put1) Reasons why potential tourists decide on tourism travel (put2) Presence of psychological factors when the making decision to travel (psih) Presence of sociological factors when making the decision to travel (soci) Presence of economical factors when making the decision to travel (ekn1) Presence of economical factors when making the decision to travel (ekn2) Presence of geographical factors when making the decision to travel (geog) Presence of needs that would be satisfied first satisfied potential tourists if they had unlimited financial resources available (prio)

PHASE 2 Information search

Influence of currently available information about tourist destination on the intensity of collecting additional information (inf1) Influence of the level of satisfaction with the services received on the intensity of collecting additional information (inf2) The most reliable sources of information about tourist destinations (inf3) Types of marketing sources that have the greatest influence in the process of collecting information (inf4) Types of personal resources that have the greatest influence in the process of collecting information (inf5) Types of neutral resources that have the greatest influence in the process of collecting information (inf6) Influence of loyalty on the intensity of collecting information about a tourist destination (inf7) Influence of discount offers on the intensity of collecting information about a tourist destination (inf8) Influence of urgency for making decisions about travel on the intensity of collecting information about travel (inf9) Ways of collecting information about package tours (Infa) Level of satisfaction with the quantity and quality of information about tourist offers (Infb)

PHASE 3 Estimation of alternatives

Ways of making decisions about the choice of tourist destination (pal1) Factors of the estimations of alternatives among tourist destinations (pa21)

PHASE 4 Purchase

Factors of the influence when deciding to purchase a tourist product (kup1) Place of purchasing a package tour (kup2) Manner of purchasing a package tour (kup3) Influence of the price and mean of payment on the choice when purchasing a tourist product (kup4) Preferred form of purchasing a tourist product (kup5) Influence of unexpected situations in the retail outlet on the process of decision-making (kup6)

PHASE 5 Purchase evaluation

Influence of the satisfaction on the repeated purchase in the same travel agency (oku1) Frequency of travel (oku2) Amount of money spent on travel compared to the level of annual income (oku3) Reasons for choosing specific travel (oku4) Preferred forms of tourism (oku5) Holiday season – preseason (okuk6) Holiday season – peak season (okuk7) Holiday season – post-season (okuk8) influence of the satisfaction with expected quality of services (oku9) Way of expressing dissatisfaction with the expected level of tourist service (okua)

Source: Data gained in the research.

Table 2. Results.

Total number of respondents	252
Age
18–25	11.90%
26–35	36.11%
36–45	25.40%
46–55	18.25%
56–65	6.35%
over 65	1.98%
Level of incomes
Very high (720 € or more)^2	50.40%
High (441 – 719 €)	29.76%
Medium (211 – 440 €)	11.11%
Low (less than 210 €)	8.73%
Education
Elementary and secondary education	48.41%
Tertiary education	50.79%
Something else	0.79%
Employment status
Employed	73.02%
Unemployed	26.98%
Marital status
Married	53.17%
Single	37.70%
Divorced	6.75%
Widowed person	2.38%
Gender
Male	59.92%
Female	40.08%

Source: Data gained in the research.

Table 3. The statistical importance of the first phase – need awareness of potential tourists regarding place of residence.

	n	F	sig.
MANOVA*	10	6.847	0.000

Source: Data gained in the research.

Table 4. Values of the discrimination coefficient for need awareness indicator regarding the place of residence.

	Discrimination Coefficient	χ	R	F	sig.
prio	0.221	0.436	0.389	10.887	0.000
put1	0.191	0.403	0.369	9.598	0.000
vrtr	0.135	0.412	0.318	6.855	0.000
put2	0.125	0.314	0.291	5.635	0.000
vrem	0.113	0.389	0.371	9.747	0.000
geog	0.109	0.365	0.305	6.258	0.000
soci	0.049	0.277	0.212	2.864	0.024

Source: Data gained in the research.

Table 5. The statistical importance of the second phase – information search regarding monthly incomes of a respondent.

	n	F	sig.
MANOVA*	11	6.866	0.000

Source: Data gained in the research.

Table 6. Values of the discrimination coefficient for information search indicator regarding place of residence.

	Discrimination Coefficient	χ	R	F	sig.
inf6	0.213	0.497	0.437	14.668	0.000
inf2	0.155	0.434	0.374	10.093	0.000
inf4	0.148	0.401	0.372	9.930	0.000
inf5	0.138	0.423	0.349	8.602	0,000
inf3	0.112	0.310	0.253	4.228	0,002
inf8	0.103	0.527	0.457	16.357	0.000
inf9	0.098	0.400	0.326	7.373	0.000
infb	0.086	0.375	0.367	9.661	0.000
inf7	0.045	0.359	0.309	6.560	0.000
inf1	0.042	0.392	0.302	6.242	0.000
infа	0.029	0.267	0.233	3.562	0.008

Source: Data gained in the research.

Table 7. The statistical importance of the third phase – estimation of alternatives regarding place of residence of a respondent.

	n	F	sig.
MANOVA*	2	6.435	0.000

Source: Data gained in the research.

Table 8. Values of the discrimination coefficient for estimation of alternatives indicator regarding place of residence.

	Discrimination Coefficient	χ	R	F	sig.
pa21*	0.159	0.331	0.330	7.503	0.000
pal1	0.100	0.447	0.375	10.052	0.000

Source: Data gained in the research.

Table 9. The statistical importance of the fourth phase – purchase of a tourism product compared to the place of residence of a respondent.

	n	F	sig.
MANOVA*	6	4.333	0.000

Source: Data gained in the research.

Table 10. Values of the discrimination coefficient for purchase of tourism product indicator regarding the place of residence.

	Discrimination Coefficient	χ	R	F	sig.
kup2	0.145	0.414	0.341	8.051	0.000
kup4	0.092	0.330	0.275	5.006	0.001
kup1	0.090	0.383	0.281	5.251	0.000
kup6	0.069	0.304	0.246	3.929	0.004
kup5	0.059	0.199	0.203	2.630	0.035

Source: Data gained in the research.

Table 11. The statistical importance of the fifth phase – purchase evaluation compared to the place of residence.

	n	F	sig.
MANOVA*	10	3.439	0.000

Source: Data gained in the research.

Table 12. Values of the discrimination coefficient for purchase evaluation indicator regarding place of residence of potential tourists.

	Discrimination Coefficient	χ	R	F	sig.
oku3	0.103	0.342	0.292	5.672	0.000
oku5	0.097	0.457	0.352	8.581	0.000
oku7	0.092	0.354	0.318	6.841	0.000
оku6	0.042	0.264	0.225	3.234	0.013
оku2	0.039	0.327	0.290	5.561	0.000
оku4	0.037	0.292	0.215	2.954	0.021
оkuа	0.036	0.302	0.236	3.585	0.007
оku8	0.032	0.252	0.244	3.849	0.005

Source: Data gained in the research.