ABSTRACT
Before tourism marketers can create a promotional message that will effectively motivate potential tourists to visit, they need to understand how consumers make purchase decisions. The standard model of the purchase process is a rational, five-step progression of need identification, search for information,
evaluation of alternatives, purchase, and postpurchase evaluation. However, consumer decision making can be either a quick-and-easy or a lengthy and complicated process, depending on the consumer’s level of involvement with the process.
