New HOLIDAY Destination Decision Making; a Singapore perspective

Bhagchandani, Neeraj Vishindas (2015) New HOLIDAY Destination Decision Making; a Singapore perspective. [Dissertation (University of Nottingham only)]

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Singaporeans are known to have high disposable incomes and come from one of the more influential economies in Asia. Singaporeans have a sizeable impact on the world’s tourism industry. Thus, it is not surprising that they are the target of many tourism destination marketing organizations. Influencing this segment bears great international interest.

Existing research identifies the many methods new destinations enter the holiday maker’s mind and move along the destination decision making process from the evoked set to the awareness set and finally to be the selected holiday destination.

This dissertation provides empirical evidence on the media platforms and methods used by Singaporeans to learn about the influential factors which led the decision making process when visiting a holiday destination which they have never visited previously. The digital media platforms or traditional methods which influenced various stages of the complex decision are recorded based on interviews, either in person or on the telephone.

Due to the digitally savvy society Singapore has, influential factors which drive destination decision making processes within Singaporeans is often assumed as a task digital mediums can influence.

Findings from the qualitative research conducted provide visibility into the varied platforms which influence new destination decision making processes. More traditional platforms are found to influence the decision from the start to the middle of the new destination decision making process and digital platforms play a more dominant role at the middle to the end stages of the process.

Contrary to theory and some assumptions made, quantitative analysis conducted based on distance traveled against Singaporean family’s financial affluence levels and families with children proved that Singaporean families with children prefer to travel further and financial affluence has no impact on distance traveled.

Item Type: Dissertation (University of Nottingham only)
Keywords: New Holiday Destination Decision Making Influence of Digital Marketing Influence of Traditional Marketing
Depositing User: Bhagchandani, Neeraj
Date Deposited: 23 Mar 2016 13:17
Last Modified: 04 Feb 2018 12:49

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