The main objective of this study was to discover and compare choice behaviors of different types of customers for particular local and foreign destinations providing a specific set of vacation experiences.
The main objectives are as follows:
1. To compare how different parts of Australian tourism customers from three metropolitan areas such as Sydney Perth and Melbourne, respond to foreign and domestic holiday tour experiences.
2. To find out how such responses varies s a function of the way in which their existing destination image (i.e., Sydney Perth and Melbourne) or particular tour experiences are presented.
If the tourist spots would lose or gain choice share, they promote specific experiences. And also test about how the perceived value of particular vacations offers, and anticipated travel behaviors while selecting choosing these offers, differ between destinations.
3. The last objective is to find out how these methods differ across broad segments in the population of Australian tourism customers based on travel experience and behavioral variables.
Methodology
In order to achieve these goals, there was need of an online survey. About 4000 people respond to this survey. The survey had an experimental task in which the people (respondents) were presented with a holiday option scenario in which they obtained a hypothetical voucher for a vacation to be chosen from a limited set of choices.
After reading the voucher conditions most of the people indicated their holiday destination preferences which is given the scenario conditions. Nearly half of the people could at first only select between named holiday destinations whereas other half select only between holiday experience types. Having firstly chosen a preferred tourism experience or a preferred holiday destination, subsequent stages in the controlled option experiment provided extra information about every choice alternative in a way that allowed studying how information and holiday attributes shaped decisions through the option process.