A Proposed Model of Pro-Act Approach for Tourists’
Destination Choice: Pro-Act Decision Making Model
in Difficult Times from Consumer Perspective
Submitted
by
Kadir Çakar
Content
• Aims of the Study
• Introduction
• Pro-Act Approach
• Results
• Discussion and Conclusion
• References
Aims of the Study
• To investigate how consumers manage risk and uncertainty in
a time of crises that travelers may potentially experience
during their decision-making process;
• To explore that to what extent Pro-Act approach is applicable
for individual decision-making process in difficult times in
terms of destination choice;
• To simplify decision-making process in difficult times in
regards to selection of vacation destinations and hotels by
offering Pro-Act approach;
• To propose a unique theoretical model that can be put into
practiced regarding individual decision-making;
• To justify if tourist behavior exhibits itself as reactive or
proactive during decision-making in a time of crises.
Introduction
• Decision-making is seen problematic issue from tourists’
perspectives in a time of crises.
• Considerable attention is given to the decision-making
process to overcome challenges that travelers often face.
• Hong et al.(2009) distinguishes types of decision-making
process into three phases: nominal, extended and limited
decision-making.
• Choi et al.(2012) deals with decision-making process within
the context of multidimensionality, sequential nature and
hierarchical dimensions.
Introduction (cont’d)
• There is a strong relationship between past travel
experience and future travel behavior.
• The degree of safety and issue of risk perception play
significant role in shaping future travel choices.
• Information (word-of-mouth) is assumed as the most
influential element for making decisions.
• Identifying decision-making process over the concept
of Pro-Act approach generates the originality of the
present study.
Pro-Act Approach
• Problem: In this stage the current problem is determined
precisely.
• Objectives: This phase includes a list of particular tourist
destinations and holiday characteristics as well.
• Alternatives: Better options would only come true by
identifying alternatives.
• Consequences: This stage shows degree to what extent
selected objectives and alternatives meet the expectations.
• Trade-Offs: In this stage, to meet the needs final decision is
made by sacrificing alternatives for ideal one.
Results
• This research sought to provide insight regarding decisionmaking process over the concept of extended problem solving
rather than limited problem solving one through Pro-Act
approach.
• In the present study, Pro-Act approach is an attempt to fill the
gap in the extant literature by providing multipurpose and
hierarchical decision-making model to overcome challenges
that travelers face in difficult times.
• Moreover, Pro-Act approach makes more clear and
understandable on how to cope with problems after
emergence of detrimental issues in determining holiday or
vacation decision.
Discussion & Conclusion
• The purpose of the present study was to offer a Pro-Act
model that can be adapted to the individual decision-making
process within the context of tourist destination choice.
• Results of the study supports that the Pro-Act approach can
be applied for selection of destination choice in a time of
crises.
• Pro-Act approach can be assessed as useful and helpful tool to
mitigate risks and uncertainties during the course of decisionmaking process.
• The results have revealed that tourist behavior is more likely
prone to show proactive approach rather than reactive during
the decision-making process in difficult times.
References
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