The Insight Files
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Consumer trends and news curated by Tourism Australia
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The role of emotion in travel purchasing decisions

The role of emotion in travel purchasing decisions | The Insight Files | Scoop.it

Travelling is inherently emotional. But how does emotion influence a purchasing decision, and how can travel companies factor this in to the buying process? The best way to analyse the emotional journey is by using a common emotional instrument such as Plutchik's Wheel of Emotions or the Geneva Wheel. Mapping out key emotions to funnel stages will allow you an insight into the traveller emotional journey. For each stage, there can be a unique emotion attached, which can segue into the next stage. Understanding the unique relations between these will help you in establishing better conversion strategies. Knowing the emotional journey of the client will not only help to optimise targeted customer communication but also tell you where persuasion can most effectively be applied. Find out more.

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Amanda Loh Jia Min's curator insight, March 14, 12:56 AM
Topic 2 : Challenges facing the hotel and resort industry 

Summary : The article talks about the emotional influence of travellers on their travel purchases. 

Discussion : I agree with the author that emotions do influence travellers' purchasing decision as tapping into specific emotions of travellers can help generate travel suppliers' desired outcomes. For example, a way to stimulate a deeper connection with a customer can be through the reward mechanism (Tnooz, 2017). When travellers make a purchase, it feels less taxing when it is equated with small bonuses or discounts like ancillaries or free travel guides. 

References : 

Tnooz. (2017). But how do you feel? The role of emotion in travel purchasing decisions Retrieved from https://www.tnooz.com/article/but-how-do-you-feel-the-role-of-emotion-in-travel-purchasing-decisions/
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Travellers hooked on social media

Travellers hooked on social media | The Insight Files | Scoop.it

According to the findings of Accor Asia Pacific's Social Media Monitor, travellers are now spending as much time researching, planning, boasting about and reporting on their travels as they do actually relaxing on a beach or exploring new destinations. The survey of over 6500 travellers across 13 countries showed that 70% of travellers across the Asia Pacific now use social media when they travel, with those from China (84%), Vietnam (83%) and Indonesia (82%) the most active users. Travellers from Australia, New Zealand and Japan are the least active, but even from those countries two in five are unable to peel themselves away from their devices while travelling. On average, travellers are spending 2.8 hours per day on social media platforms.

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