A study of tourist decision processes: Algarve, Portugal

• Published in: Consumer Psychology of Tourism, Hospitality and Leisure pp. 121 - 134
• Main Authors: Correia, A, Crouch, G. I
• Format: Book Chapter
• Language: English
• Published: Wallingford, UK CABI Publishing 2004; CABI
• Subjects: behavior; behaviour; choice; Community of Portuguese Language Countries; consumer attitudes; consumer satisfaction; consumer surveys; consumers; decision making; Developed Countries; Europe; European Union Countries; guests; Mediterranean Region; motivation; OECD Countries; purchasing habits; Southern Europe; Tourism industry; tourists; visitor behavior; visitor behaviour; visitors; Portugal
• ISBN: 085199749X; 9780851997490
• DOI: 10.1079/9780851997490.0121

This study investigates tourist consumer behaviour in the Algarve, Portugal, with particular emphasis on their perceptions and motivations. A theoretical framework is developed, which assumes a relationship between pre-decision, decision and post-purchasing evaluation, (i.e. the main phases of the tourist decision process). A proposed decision model substantiates the motivations, perceptions, expectations and choice about the Algarve. A questionnaire was used to interview a random sample of tourists (n=454), which was administered between July and August 1997. Multivariate statistics, especially factor analysis, were employed to find different exogenous variables at work for both perceptions and motivations, which varied according to the participant's country of origin. Eight factors were found which help in understanding the perceived image and motivations tourists of different nationalities have about the Algarve. Using univariate analysis, the study went a step further to characterize the different phases of tourist behaviour. It was found that the Algarve is perceived primarily as a sports destination. The 'sun and the beach' also predominate as leading motivations for tourists. In terms of evaluation, all tourists seem to be satisfied, although Germans reveal some dissatisfaction. The implications of these findings for explaining consumer behaviour indicate future lines of research.