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EKB Model

EKB Model

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Published by Piyush Padgil

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Published by: Piyush Padgil on Apr 28, 2011
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EKB Model for Tourist Destination

EKB Model
The EKB Model is comprehensive and shows the components of decision making and the relationships and interactions among them. According to the model the five distinct components of consumer decision making process are: y y y y y Inputs Information Processing Decision Process Decision Process Variables External Influence

The centre of the EKB Model is the decision making process involving five steps. This is influenced by the consumer s exposure to information from marketing and non-marketing sources. This inputs which can be in form of external search or marketing communication is processed by the consumer and aids in Piyush Padgil [09BM8036]

blogs. Some might want to do the trip for mental relaxation. Yielding The consumer will accept the information e. At the same time the decision making process is affected by various decision variables internal to the consumer like lifestyle beliefs etc as also by the external factors like social and cultural norms. Adventurism. some for spending quality time with family. some for sightseeing etc. b. d. c. Retention Once the information is accepted it will be stored into the memory of the consumer for further use. Intentions The consumer might differ in their intentions for the trip. d. Travel magazines and social networks. Also the consumer can have input from interaction with friends.The consumer then tries to comprehend the information and will develop a perception toward it like input from a friend about the night life of Goa will generate the perception about Goa as a youthful. family value etc. energetic fun place. Exposure The consumer is first exposed to the inputs.2 EKB Model for Tourist Destination establishing alternative choices. external search from various sources like Tourism websites. Motives The consumer may have different motives for the trip like some may want to undertake the trip for religious purpose. c. Beliefs This may be values like Religiousness. EKB Model applied for Tourism destination The EKB Model can be explained in case of Tourism destination by considering each stage of the Decision making process individually: 1) Inputs Inputs in this case can be Television commercials like Incredible India campaign or the Tourism campaign by various states. some for health. some for educational etc. Comprehension . 3) Decision Process variables The decision process variables are factors internal to the consumer. 2) Information processing The inputs from each and every sources is processed. a. Lifestyle The lifestyle of the consumer plays an important role in decision making like if the consumer lifestyle is luxurious he will prefer to travel to destinations offering this. Piyush Padgil [09BM8036] . a. Attention If the inputs are interesting like an intriguing commercial by Kerala Tourism it will gain attention of the consumer. b. The internal as well as external factors affect each and every pre-purchase stage of the decision making process. Travelogues.

some on scenery. Choice The choice of the alternative will be based on the evaluation of the alternatives and the alternative which fulfills the need in best possible way will be selected. Social norms may instruct consumer to travel with family which will have a bearing on the choice of the destination. Problem recognition The problem or need recognition for the tourism destination may arise due to personal or external factors. Family Influence Social norms may be binding to the consumer while making decision. Cultural Norms The cultural norms influence the choice of destination. Haridwar as religious destination etc.g. For e. Evaluative Criteria Each consumer will have different evaluative criteria regarding the section of destination. travel etc. The need of tour may arise due to medical condition of the consumer or a need to unwind oneself. Search The information search is also affected by decision variables (internal in nature) and external factors. Kerala as a place for a laid back family vacation. 5) Decision Making process a. The social class will also play a role in defining the information source for the consumer. Likewise a person may give positive reviews and feedback about the place to others or may give negative feedback. 4) External Factors These are the factors external to the consumer. A consumer might be compelled to forgo destinations like Goa due to cultural reasons. c. e. Social Class An affluent consumer may be more inclined to exotic locations and foreign tourist destinations. Kullu Manali as a romantic destination.3 EKB Model for Tourist Destination e. Also c. d. These alternatives will then be evaluated based on the evaluative criteria of the consumer as also according to his personal beliefs. b. if a person want to have a family holiday is tranquil atmosphere with affordable travel he might chose Kerala while a person interested in trekking and adventure tourism might prefer Himachal. The internal as well as external will define the media habits of the consumer like what kind of TV programs he watches or what kind of magazines he reads. motives etc plus will be influenced by external factors. Alternative Evaluation The inputs as well as processed information will help in forming perception about different destinations like a person will view Goa as a place for energy and fun. Piyush Padgil [09BM8036] . Some might evaluate based on the climate. Outcome The outcome would be selection of a tourist destination and travelling. a. some on the facilities like hotels. The post purchase behaviour would depend on the satisfaction (or dissatisfaction) derived from the trip. b.

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