Onczay-Török Réka Szabina (2025): Érzelem vagy racionalitás? Az utazástervezés fázisában fellelhető döntési mechanizmusok vizsgálata
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Onczay-Török Réka Szabina (2025): Érzelem vagy racionalitás? Az utazástervezés fázisában fellelhető döntési mechanizmusok vizsgálata. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 169–177. DOI:10.62561/EMOK-2025-12
DOI
https://doi.org/10.62561/EMOK-2025-12
Authors
- Réka Szabina, Onczay-Török. Szegedi Tudományegyetem.
Abstract
Emotion or rationality? Investigating decision mechanisms in the travel planning phase
The development of tourism and digitalisation has changed the needs and decision mechanisms of travellers, so that previous rationality-based approaches are no longer sufficient, thus the investigation of cognitive biases in behavioural economics has become justified. The aim of this research is to explore the behavioural economics that influence tourism decision-making, particularly at the planning stage of the trip, where destination and accommodation choices are made. In addition to convenience sampling, the study employs an in-depth interview survey based on the theoretical background of behavioural economics. Seven working-age, self-employed, regular tourists with their own earnings are investigated in the paper on the decision situations they face during their self-organised trips. Three main findings emerged from the in-depth interview research. Although consumers tend to make more rational decisions in the first phase of travel than in the on-site phase, destination choice is emotional, whereas hotel choice is a more deliberate choice based on a preference system, influenced by cognitive biases.Decisions are influenced by biases such as emotional bias, loss aversion, excessive choice management, social influence and framing. Destination marketers should focus their communication on emotional motivations, while for hotels it is recommended to emphasise factors that increase decision certainty, such as ratings, visual impressions, filtering by preferences. Knowledge of the factors that distort decision-making can help to develop more targeted and effective tourism campaigns. Based on the research, it is worth testing the results on a large sample in the future.
tourism marketing behavioural economics consumer decision-making tourism decision-making mechanisms
Language
hungarian
Details of publishing collection
Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025