Buyer Behavior - RMIT University

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MKTG1050 1 (part 2) 30/09/2019
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Buyer Behaviour (1950)
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Narjess Abroun
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Family name Given name Student number Student signature Date
Nguyen Ngoc S3713038 29/09/2019
Khoo Jordan S3780013 Jordan 29/09/2019
Nader Ali Jamshid S3787183 29/09/2019
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GO-GO TRAVEL
What are the factors

which contribute towards
the travel destination of tourists?
Table of content
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Abstract 5
Introduction 5
Internal factors 6
External Factors 7
Situational factors 8
Methodology 9
Results and Discussion 10
Theme 1 - Escape 10
Theme 2 - Explore 11
Theme 3 - Financial Budget 12
Implications 13
Conclusion 14
References 15
Appendix 18
Interview transcript 1- Jamshid Nader Ali to Ereen Aing (S3722453) 19
Interview transcript 2- Jamshid Nader Ali to Noah 20
Interview transcript 3 - Jordan Khoo to Abbie Chy 22
Interview transcript 4 - Jordan Khoo to James Sun (S3782655) 23
Interview transcript 5 - Ngoc Nguyen to Bui Thong Khoa (S3713475) 25
Interview transcript 6 - Ngoc Nguyen to Mr Nguyen Thanh Binh 26
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Abstract
Within this paper, we have attempted to explore the factors which influence the destination of travel
for tourists amongst the world. Through the use of theories we have learnt, journal articles,
websites and other research sources we have concluded that travellers pick their travel destination
based on a range of external, internal and situational factors. These factors have been discussed
and dissected within this report. For the next stage of the report we will be performing an in-depth
interview amongst the group, summarising and presenting our findings in a final report. The three
themes we found are Escape, Explore and Financial budget.
Introduction
The travel and tourism activities have grown rapidly over the years, with international tourists all
around the world recorded only 25 million in 1950 but in 2018 it was recorded as 1.4 billion tourists
which is almost 20% of the world population (United Nations World Tourism Organisation 2019).
Tourists travel all around the world but “what are the factors which contribute towards the travel
destination of tourists?” to answer this question we must look at some main factors. “Current
research on tourism motivation has examined the physiological, behavioural, cognitive, and social
aspects of factors influencing individuals to make travel decisions”(Li, Q & Yu, L 2018) These
factors are separated into three categories namely Internal, External and Situational factors.
Internal factors include the elements that influence tourists decisions from an inside source or
within individuals such as motives, values and memory. These factors are all based on the
individual who makes the decision and how his/her personal values and motives impacted the
decision of choosing a destination.
Negative experiences can be remembered in detail as people think about it more than positive
experiences. Therefore, in the future, these experiences can contribute to the decision of the
traveller. External factors can be described as elements that influence tourists decisions from an
outside source or people around them namely family, social class and advertisements. Family and
friends significantly impact on travellers decision in the role that travellers trust them and
subconsciously remember their opinion about a destination. Situational factors contain the elements
that impact our choices from our surrounding, such as physical surroundings and social
surroundings. The surroundings play an important role in the decision-making process as the issue
is that people might not prefer travelling to crowded areas in order to avoid negative experiences.
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Internal factors
The decision process in choosing a destination can be influenced by various internal factors and
each of these factors has different impacts on the decision. Motives, personal values, attitude and
memory are some influences of the internal factors in which each factor plays a part in making a
destination decision.
Motives and needs
One of the psychological influences that affect consumer purchase decision is an individual's needs
and motives (UK Essays 2016). Multiple factors motivate travellers to choose a specific destination
and these factors can be categorised as either push or pull motivation. Push factors is an internal
drive that urges individuals to travel, meaning that push factors including factors that encourage
people to travel. Push factors can influence the decision depending on the reason for travel. For
example, seeking adventure can result in choosing a different destination than travelling to visit
family. On the other hand, pull factors come from within destination such as price or languages.
The quality of these factors can influence the push factor for future travelling (Amin, Yousaf &
Santos 2018) therefore marketers need to understand the push factor such as the motive of the travel
to improve their pull factor which attracts tourists and travellers to their destination.
Personal Values and attitudes
Personal values influence the decision to choose a destination to travel as values decide what we
think is right or wrong. Values play an important role in decision making as it guides our actions,
attitudes, emotions, judgement and behaviour (Furman 2000). Most of the consumer’s decision is
made to satisfy their personal values, therefore, travellers choose the destination that meets their
personal values and exaptation. Attitudes are usually known as the way consumers negatively or
positively judge something. Attitudes are central to the theory on consumer decision making as
individuals decide based on their beliefs and behaviour toward what they like or dislike about a
service or product in travelling (Scott, Girish & Miguel 2013).
Memory and past experience
Past experience can affect the decision of choosing a place as the destination. “Negative emotions
and experience involve more thinking and are processed more thoroughly than positive ones”
(Kahneman 2016) therefore people tend to remember them in extensive detail than positive
experience. It is important to consider memory when making decisions, without remembering the
past experience there won’t be any influence from past experience in decision making. Memory can
also affect the decision in other ways, for example, remembering an advertisement for a destination
can impact the decision.
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External Factors
When deciding to travel, there are many external factors which influence a person’s choice.
Family and Culture
One of the external factors which impact a tourist choice are the people they surround themselves
with such as family, friends or co-workers. Building from this, family acts as a structure for where
an individual would decide to travel due to the fact that a family is the root of a person’s culture, as
well as a person’s first experience with travel being associated with family cohesion within their
childhood (Chen, Chaang-Juan & Huang 2013). Thus, if somebody were used to be in a destination,
there may already be a pre-existing viewpoint towards that place. This perhaps could guide into
their decision making by either repelling or drawing a tourist towards that specific place depending
on their attitudes or values, which play a significant role in deciding a travel destination (Susilo &
Cats 2014).
Income and social class
Social class and income drastically influence a person’s quality of life and decision making for the
fact that it financially decides the outcome of what is possible within life. Moreover, with the
variation in regards to price points of travelling, a person’s income would play a large factor in
where they would decide to travel. International travel would most likely be more suited for high-
income earners or upper social class individuals to travel on a regular basis as they would have a
higher disposable income (Sangpikul 2007).
However, for individuals who are on the lower end of the spectrum for income, travelling
domestically on a lower budget would be a more likely travel destination. Overall income plays a
huge part as it forms a person’s financial habits on whether they decide to spend a large or more
budgeted amount on travelling.
Marketing activities
Another external factor which impacts consumer’s choice in travelling is social media and
technology. With the expansion in technology in today’s day and age, it has become ingrained
within society as a marketing tool and an everyday object within life. Everyday people are
bombarded by pictures of others travelling and exploring the world, as well as special deals which
lead to entice and create a need to travel from consumers. Many websites and businesses undertake
with this form of advertising, which directly correlates with individuals travel destinations, as it was
found in a study that people with more intensive internet usage preferred more commercial areas to
travel compared to people who had a less intensive internet usage (Wang, Homem De Almeida
Correia, Van Arem & Timmermans 2018).
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Situational factors
Physical surrounding
Physical surroundings include tourism products such as climate, access, weather or the beauty of the
scenery. When seeking destinations suitable for travel in favour of pleasure, people plan to
maximize their possibility to get a pleasurable experience. One of the sources for such pleasure is
the aesthetic qualities of destinations which can be measured by the beauty of the destination’s
scenery (Kirillova et al. 2014, p.282-293). Furthermore, local food may take the role as a
destination trigger, meaning that a particular destination may be chosen due to its accessibility to
food serves and the anticipated culinary-gastronomic experiences of the travellers (Peter & Hannele
2014)
Social surrounding
A tourist’s social surrounding is in manage with the presence of other persons, whose actions,
information or persuasion could impact the tourist’s selecting destination decision such as family,
colleagues and other tourists (Kaye, Abraham & Yoel 2012). Crowding also act as a situational
factor as if travellers sense a destination as crowded, they would undergo negative psychological
impacts at that destination, and vice versa. For example, Xi’an, a destination in Northwest China,
has crowded visitors leading to some problems related to the conflicts between tourists. This results
in the hesitant and lest of the tourist who plans to visit Xi’an which force the destination to the
action of control crowding with systems reducing the queuing time for buying tickets (Jin & Kavan
2016).
Temporal perspective
The temporal perspective deals with the influence of time and period on tourist behaviour such as
the period (from the time of day to the season of the year), elapsed or expected time and time
constraints. This contributes a very important role in tourism since various vacationers are limited
by the period of free time such as school holiday and paid holiday. The desire to go on vacation is
considered as a positive function of the time elapsed since the last vacation travel (Kaye, Abraham
& Yoel 2012).
Task definition
This situation variable reflects the intent, orientation, purpose, role or frame of a person which can
affect their behaviour when choosing a travel destination (Kaye, Abraham & Yoel 2012). People
would not apply the same criteria when selecting a destination for themselves or as a gift for their
parents or important clients.
Antecedent states
The state of the tourist mind has a direct influence on their choosing destination behaviour (Delia
2011). Momentary moods can cover the perception, evaluation and the acceptance of the tourist.
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Additionally, a person who has just received a large sum of money could unexpected suddenly
purchase a ticket to a destination for celebrating (Kaye, Abraham & Yoel 2012).
Due to the enhanced knowledge of the tourists, destinations are facing competitive threats of being
ignored by the visitors and replaced by other destinations (Kirti & Dharminder 2016). Hence,
understanding the situational variables is essential for destinations to maintain their competitiveness
as they can perceive their destination potentially crowding in what period to have the approved
method that gains tourist preference.
Methodology
In order to research the question “factors which contribute towards a person’s travel destination”,
qualitative research methods were implemented in order to gain in-depth insights and gain a better
understanding in regards to the report. The qualitative research method utilized was interviewing
five other students and one lecturer from RMIT University. When performing the interviews, the
group undertook in face-to-face interviews and interviews over video calls, which assisted in
rapport building between interviewer and interviewee. The interviewees were asked fifteen different
questions in relation to the research topic.
To analyse the findings, thematic analysation was employed in order to closely examine the data
and identify broad themes correlating to the factors which influenced their decision making. This
method of research worked well for findings as the information is able to be applied towards the
general consensus of individuals, for the fact that each theme is common in the majority of people
in society. Moreover, this method assisted in utilizing the time of the group efficiently, as the
opportunity to create concise questions greatly assisted in the details required.
Table 1- Profile of each interviewee.
Name Occupation Age
Abbie Chy RMIT Student 18
Bui Thong Khoa RMIT Student (S3713475) 20
Ereen Aing RMIT Student (S3722453) 19
James Sun RMIT Student (S3782655) 19
Noah RMIT Student 19
Mr Nguyen Thanh Binh RMIT Lecturer 32
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Results and Discussion
The group conduct questions to gather interviewees’ habit relating to their travelling activities in
conjunction with how can these habits influence their decision on choosing destinations. The
thematic analysis has been applied to evaluate the interview data and discovers three themes which
support to resolve the research question namely Escape, Explore and Financial Budget.
Theme 1 – Escape
The first theme being analysed from the interview is the escape. The desire to escape from the
stressful and busy in daily life is one of the push factors that encourage people to choose to travel,
therefore, level of stress affect the decision about the destination which they will travel.
Corresponding with the report finding, a survey in Australia showed out of 1250 people about 78%
of them took a leave and went on holiday because of the stress in the workplace (Berry, S 2015).
From the interview transcript 3- Jamshid Nader Ali to Ereen Aing
Ereen said: “ … it depends really if I just want to get away from everyone to relax and rest from ...
everyday problems and challenges I face, I would probably go alone…”
Ereen also said:“ I prefer to travel Internationally as its a way to get away from everyone if I
travel domestically I run to a few friends here and there… enjoy the moment as it should be
enjoyed, away from everyone you know away from stress... probably somewhere like Iceland or
Canada, people say they are the best places to travel… relax and nice atmosphere…”
From the interview transcript 3, we discovered that people with more stress are likely to choose a
destination which is focused on having a relaxed and calm atmosphere. They prefer to travel
internationally as they meet a new environment in which they can focus on themselves and take a
break from the repetitive routine of their life and work. The criteria which most of these “escape”
travellers are looking for are less crowded, relax and calm atmosphere and far away from home
country. These criteria are the reason for the influence in the decision of choosing a destination as it
narrows down the options.
When finding a place that meets the which travellers with stress are looking for, our interviewee
suggests Iceland as one of the best options since it can create a sense of relaxation and totally
isolated with the familiar view, people and atmosphere. Iceland also provides services such as
meditation in high altitude, also Iceland’s natural hot spring is known as one of the best tools to
relieve stress as it increases the circulation of oxygen and production of nitric oxide (Touris 2017).
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Theme 2 – Explore
The second theme of the report is the explore. People decide to go for a travelling based on the push
motivation that they can open their mind and gaining more knowledge in order to satisfy their self-
esteem and personal development. From the interviews, it is noticed that the level of knowledge
development goal and the hierarchy of needs aimed by the tourist are the factors influencing the
decision of them when choosing a destination.
Abbie and Noah stated: “I believe, tourist-centric places are not helpful for finding about the
culture of a country. Whilst less tourist-centric destinations let me experience more on local
lifestyle and it is very interesting to experience all that too.” and “me going off the beating path and
finding the less tourist-centric destination I believe this is where very genuine experiences happen
and amazing things.”
Since both of the interviewees interested in having an in-depth understanding of a country’s culture,
all of the local lifestyle or genuine experiences, they shared the same high goal in seeking new
knowledge at the place they visit. They are considered as a more allocentric tourist when they prefer
less tourist-centric destinations to get a wider view of the local culture and get closer to the local
residents.
Khoa also mentioned: “...Due to the subjects and characteristic of my major courses, I often travel
to have experience and expand my knowledge for my assignments.” and “...for increasing
experiences as well as in-depth exploration, I will choose less tourist-centric one. I like the feeling
when I can approach something new by myself and do things that fewer people were experienced”.
The desire to improve personal knowledge, the expectation to over the personal limit and
confidence when discovering something new from Khoa perspective shows that he has a high
demand in gaining his self-esteem, thus it leads him to choose a less tourist-centric destination to be
different from others.
The higher demand for personal knowledge development and self-esteem, the higher the exotic that
tourists expect from the destination which in turn, affect their decision when searching for a
destination to travel. This finding also partly corresponding to the findings of Plog (cited in
Abraham, KayeSung and Yoel 1999) that allocentric travellers tend to be more self-confident and
extroverted, hence they prefer exotic destination and the place that they can be more involved with
the local cultures.
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Theme 3 - Financial Budget
When travelling, each individual is only willing to spend a certain amount of money, for the fact
that each person values leisure activities to a certain extent. Shown throughout the findings, each
person has a certain limit they are willing to spend towards travelling and exploring depending on
the circumstances.
From the interview transcript 1 and 3 - Jamshid Nader to Ereen Aing and Jordan Khoo to
Abbie Chy
Question: On average, how much are you willing to spend on a holiday?
Ereen said: “...About roughly $6000-$12000 I do tend to spend a lot “
Abbie said: “...I would say around $1000 to $2000.”
Within findings, it can be shown that there is a large discrepancy between the amount each
individual is willing to spend per holiday, advocated by the fact that Abbie would spend about
$1000 to $2000 and Ereen would spend $6000 to $12000. This can be boiled down to their views in
evaluating each travel destination. Moreover, this is attributed to whether the travel destination is
domestic or international, which impacts the price point significantly.
From the interview transcript 5 - Ngoc Nguyen to Bui Thong Khoa

Bui Thong Koa said: “..when I can afford my spending independently, I will go for internationally
to see the differences between the service in Vietnam and foreign which can contribute a lot for my
future job “
For many of the interviewees, such as Bui Thong Koa it can be said that they do not have “financial
freedom”, which limits their ability to travel to their dream travel destination, leading to more
consideration towards budget-friendly areas around the world. Moreover, with interviewees being
involved in earning money through working, their money is hard-earned which affects their choice
in terms of price points as an average holiday is relatively expensive.
For the fact that each interviewee prefers to travel internationally, the price of their trip will
significantly increase resulting in an inability to go to expensive travel destinations which will cost
a large amount of money. Furthermore, as each interviewee is from RMIT University they are still
somewhat dependable in regards to their family. It can be shown that a significant amount of
research subjects tend to travel with the family to presumably cut costs, leaving them with more
disposable income. This demonstrates the connection between a financial destination and travel
destination as if interviewees had more disposable income they would be more receptive to
travelling internationally.
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Implications
The aim of this research was to understand what factors can influence the decision of tourists when
choosing a destination. The findings of the report can be beneficial to marketers in these three
following points.
Firstly, our research showed most people travel to satisfy their need and one of the most important
motives for them to travelling is Escape. Marketers should understand the characteristics of their
destination and enhance it to take advantage over the competitors as well as motivational forces
behind the tourist behaviours to adjust and augment their offers to become more attractive and then
meet the target tourist criteria and expectations. Providing with the case of Iceland, it main
attractiveness is the nice and relaxed atmosphere, thus, the destination strengthens their advantages
by providing services to relieve stress which drives the increase in tourists coming to the
destination.
Secondly, from the theme explore, it is considered to bring value to the destination when the
marketers take into account the demand for personal knowledge and self-esteem level of their target
tourists. Marketers can develop their exploit strategy to the local culture and nature geography in
their place in order to maintain and enhance the exotic of their destination which meets the demand
of their target tourists as well as keeps their destination differentiated and appealing from other
rivals.
The last point, with regard to the implications for marketers of a destination, the group research
findings provide knowledge of the influence factors of financial budget to tourists' activities and
behaviour when choosing travelling places that support destinations as well as travel organizations
to attract a wider range of tourists by enhancing their price strategies and policies effectiveness.
While adjusting the price effectiveness, they should take into account the price-sensitive type of
their target tourist in order to enable more tailored pricing strategies that suitable with more tourists’
financial budget.
The report is believed to provide an in-depth analysis of the factors that influence the decision
making of tourist when choosing a destination. However, the findings of the report constrained by
the limitation of the small sample size of the observatory interviewee. This limitation should be
addressed in future studies, which should examine the motivations of wider tourists range from
other major outbound markets.
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Conclusion
Tourists decide to choose their destination for various reasons which are influenced by internal,
external and situational factors. The major variables of internal are Motives and needs, Personal
Values with their attitudes and Memory and past experience while the noticeable factors of external
are Family and Culture, Income and social class and Marketing activities. The report also researches
on the situational factors namely Physical, Social surrounding, Temporal perspective, Task
definition and Antecedent states. It is essential for travelling destinations to maintain their
competitiveness by having a deep understanding of the potential tourist behaviour for choosing
destinations which be discussed under the three main themes namely Escape, Explore and Financial
Budget, in order to not be defeated by other travelling locations.
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Reference:
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Psychology Press, United Kingdom, viewed on 29 September 2019,
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existing literature’, ProQuest, viewed on 29 August 2019, <https://search-proquest-
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Wang, Y, Homem De Almeida Correia, G, Van Arem, B, and Timmermans, H, "Understanding
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Appendix
Interview question:
1. Getting general information: Name, hobby.
2. What do you do for work? If so do you often travel for work?
3. How often do you travel?
4. Who do you usually travel with? With family or by yourself?
5. Have you travelled in the past? If so, internationally or domestically?
6. Do you rather travel internationally or domestically? And Why?
7. Which factor of a destination would you consider most about? (Food, scenery, climate)
8. What method of transportation do you like best? (Ship, Car, Plane)
9. On average, how much are you willing to spend on a holiday?
10. What websites/social media do you frequently visit when it comes to travelling?
11. Do any personal factors impact (Hobbies, Lifestyle, Age, Economic situations)
12. Does family, Friends or co-workers play a role in deciding your travel destination?
13. Which are the most frequent times of travel for you or your family? (Nation’s holiday,
summer,...)
14. Does where you were born influence where you choose to travel?
15. Would you rather travel to a more tourist-centric or less tourist-centric destination?
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Interview transcript 1- Jamshid Nader Ali to Ereen Aing (S3722453)
Names Erenn Aing, I tend to game a lot and read a lot.
2. What do you do for work? If so, do you often travel for work?
I work 2 different jobs, fast food chain and fish and chips. No, I don't travel because my home is
next to my workplace and my work also doesn't require me to travel around
I don't actually travel often at all because I well I’m not actually financial stable and I don’t have
the time at the moment to explore the world… but probably Once every few years as a holiday
4. Would you prefer to travel with family or by yourself?

If I were to travel with friends and family uh… um it's actually more I guess experience and fun you
want to do with family but sometimes… it depends really if I just want to get away from everyone
to relax or rest from ... everyday problems and challenges I face, I would probably go alone… it
depends on how I really feel

Yes, I have travelled in the past I travelled as a kid internationally to Cambodia with my family.
However recently I travelled to Sydney … it was just for an event that was happening up there, I
needed to get to meet up with people and friends

I prefer to travel Internationally as it’s a way to get away from everyone if I travel domestically I
run to a few friends here and there, that's why internationally you are less likely to run to friends
and you just you know enjoy… enjoy the moment as it should be enjoyed away from everyone you
know away from stress, get to know a new scene around the world I suppose
Uhhh for a factor for choosing a destination is how could be community as a whole, for example, I
like to travel… at the moment be Canada and I’ve heard that as the community as a whole are really
nice probably one of the nicest people in the world

I enjoy travelling by plane as it is the fastest method but I might use cruiser just to enjoy going to
the destination and relax for a bit.

About roughly $6000-$12000 I do tend to spend a lot
I tend to visit Instagram and Facebook a lot otherwise if I'm travelling to a new place use Snapchat
wherein a feature it shows the world map and really… it helps to get an image of that place...
sometimes Zomato for reviews and booking hotels
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Yeah, my financial situation is not in a really good spot, I love playing online games and going
overseas will stop me from doing that… or just limits my gaming but I can enjoy something new
overseas and do something that I have never done before
Yes, if they don't enjoy the holiday then I wouldn't be able to enjoy it with them. I do need their
advice and thoughts on the places we wish to visit. It's their ideas that would help the holiday trip be
worthwhile.
13. Which are the most frequent times of travel for you or your family?
During the holidays at the end of the year or mid-year so everyone in my family is free we can a lot
of time to go for a holiday and it’s much easier in these times as I still have uni and other
commitments throughout the year.
Yes, I'd like to visit home to meet the family that I haven't seen in a long time… whom I miss. But
not being financially secured, is a big issue along with for me right now which stops me from
travelling to home and stay there for a bit to see the atmosphere of my culture from the first person.
A more tourist-centric destination would be better because the economy or the government has
spent most of its resources for tourists such as myself to visit, probably somewhere like Iceland or
Canada, people say they are the best places to travel… relax and nice atmosphere…
Interview transcript 2- Jamshid Nader Ali to Noah

My name is Noah, my hobbies are dancing, salsa dancing and currently learning German... I enjoy
board games, I enjoy old films and music and reading books and I’m also I really enjoy trying to
become my best.
2. What do you do for work? If so, do you often travel for work?
For work… I have two jobs I am a waiter, and I also English couching and I don’t travel for my
work.

Internationally I travel if you were average it out probably about um... once every two years for
about six weeks long
4. With family or by yourself?

Domestically I don’t travel but I have been to … Sydney, Canberra, Tasmania, and Queensland all
for about two weeks each and South Australia

I travel with family and friends … most of my travelling is with my family because they pay
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Hmmm well if I were very money, thinking about money-minded I would travel more domestically
but ideally, I love to travel internationally, I think it’s a lot more fun seeing different cultures and
being …. In different places
Hmmm well the first factor that would come to my mind right now at this age would actually be the
attractiveness of the women

The best way um … internationally will definitely be plane because we live in Australia um because
it’s the fastest, a road trip can be really fun a road trip to Sydney and it can be enjoyable, if there is
something urgent or it depends on the motivation, that quite a difficult question to answer because I
believe all modes are good, a plane if you want to get there quickly, a car if the road trip for the
journey and the places are important and then a ship is in between
On average it will be about $5000, that would last about 5 weeks
Often, I actually use books such as the lonely Planet series I think they are very amative … I try not
to use so much social media or websites because I think most of them are full of shit (they won’t
give the best answer quickly)
Hmm defiantly currently my lifestyle as a full-time university student I am unable to travel, my
economic situation is very poor right now as well travelling is not a smart idea as I’m trying to save
and…
Uhm yes they do most of my family have an impact because if I travel with them they are more
willing to pay and help out economically but usually friends don’t have much of impact… because
if I’m paying for myself I prefer to go to a place I choose I would like to go to
During the summer holidays, Australia gets really hot way too hot… weather is really horrible and
there is a lot of free time… uh there is no university sort of… it’s a good time because there is not
much to do… in the summertime … I … it’s an interesting question it really depends on a lot of
factors I really enjoy the snow so travelling to Europe would be good but at the same time Europe is
very expensive
On where I choose to travel… I … yes, I think it does… I think being born where I am, I think there
are certain media perceptions about particular places which influence my ideas and I also believe
speaking English as a native language I’m more encouraged to travel to places where people also
speak English because it is less difficult, that said I’ve… the best place too are Cuba and Mexico
and English is not a native language and so I… yea.. probably… yeah
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I found that tourist-centric places often… they’re a little too commercial and often very expensive
and I believe, tourist-centric places are not helpful for the finding of the culture of a country… me
going off the beating path and finding the less tourist-centric destination I believe this is where very
genuine experiences happen and amazing things, I think tourist-centric places are often skewed to
appeal to Western’s audience and I don’t like that, I don’t like that they sort of manufactured in a
particular way. I believe they sort of get the core value of the culture, they sort of expand on some
areas and they really reduce in some areas and it doesn’t feel genuine for the worst part, it feels
very… for example Paris, Paris has this very romantic… travelling outside of Paris, France isn’t as
romantic as it is and the people act very differently… um… I think tourist had a large play in that…
it is very set for tourist now um but think are a lot more genuine out in the countryside and people
feel more real and I also think tourist-centric places, um the locals get a sort of hatred, not a hatred
but disliking or they get used to tourists … so I much prefer to go less tourist-centric places
Interview transcript 3 - Jordan Khoo to Abbie Chy
1. Hello, so today I will be interviewing you on some questions regarding travelling, would it
be okay for you to introduce yourself and state tell me what some of your hobbies are?
Yeah sure, so my name is Abbie and in my spare time, I enjoy watching Korean drama, playing the
piano and doing arts and crafts.

So for work, I work as a sales assistant at chemist warehouse and a receptionist at a physiotherapist
centre. Oh, and I have never been lucky enough to travel for work yet.

Well, ever since I was a kid I have been travelling at least once a year to different places, but mostly
I travel to places in Asia.
4. So when you go travelling are you usually travelling with family or by yourself?
I always actually travel with family because it is a lot easier and a lot less stress involved, but at
some point in my life I do want to travel alone or with friends to experience what it is like.
5. When travelling in the past, have you been internationally or domestically?

Yes, I have actually travelled both internationally and domestically, so I have travelled quite often.
6. What would you personally rather though, travelling internationally or domestically?

Honestly that’s a really hard question, it is really hard for me to decide between the two as both of
them have their perks. Like if I were to travel internationally I would be able to experience new
cultures and lifestyles. On the other hand, if I were to travel domestically I would be able to see
different sceneries because, like Australia is such a beautiful place with different environments
7. So when it comes to deciding on a travel destination, what is important to you?

Well, when I travel the most important factors which I kinda think about are the food and scenery.
My family and I always get really hungry as well so we need to be around really good food.
8. When travelling, which method of travelling do you prefer most? So by car, ship or
aeroplane?
By far, I would rather car because there aren’t as many distractions around like on a plane and I am
surrounded by people I know, like my family which can turn into a really nice bonding experience.
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9. On average, how much would you be willing to spend on a holiday?
Honestly, I don’t actually make that much money to be going on a holiday all the time and pay for
it. So maybe I would say around one thousand to two thousand.
Like, I do find myself on Instagram a lot, so I just get flooded with my friends travelling or special
accounts posting about different places to travel. I also google search a decent amount and click on
all those different websites.
11. Do any personal factors impact you travel destination choices? So like hobbies, lifestyle,
age or economic situations.
Well I would most likely go to Asia if I was flying internationally because it is a lot cheaper than
other places. But if I had to pick I would want to go to somewhere with a lot warmer weather.
12. Do family, Friends or co-workers play a role in deciding your travel destination?
Well, I usually ask my friends and co-workers where they have travelled before and where would
be good to travel.
Well as a family we usually travel domestically near the end of the year like December and January,
but we usually travel internationally in July.
Yes, since we’re living in Australia, I feel as though our city isn’t as fascinating as others. Since we
are so multicultural it makes you want to experience other specific countries a lot more.
Maybe both? I’m not too sure. A tourist centric area would be expensive and I am not that rich
hahaha. However, I feel there are some places in the world I must visit though, regardless of how
hyped it is. Whilst less tourist-centric destinations let me experience more local lifestyle and it is
very interesting to experience all that too.
Interview transcript 4 - Jordan Khoo to James Sun (S3782655)
1. Hello, so today I will be interviewing you on some questions regarding travelling,

would it be okay for you to introduce yourself and state tell me what some of your
hobbies are?
Sure thing, so my name is James Sun and some of my hobbies are playing basketball, eating
and going to the gym.

For work I am a bartender at a restaurant, and no I have never travelled for work before.

I don’t actually travel that often, maybe I travel about once a year? The last time I travelled
was at the end of last year to Japan.
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4. So when you go travelling are you usually travelling with family or by yourself?
When I travel I usually am travelling with my family, but the last time I travelled it was with
a group of friends.
5. When travelling in the past, have you been internationally or domestically?

Yes, in the past I have travelled both internationally and domestically.
6. What would you personally rather though, travelling internationally or domestically?

Personally I would rather travel internationally as it gives me an opportunity to travel and
explore the world
7. So when it comes to deciding on a travel destination, what is important to you?

When travelling the most important things to me are the food, sceneries and attractions.
8. When travelling, which method of travelling do you prefer most? So by car, ship or
airplane?
I prefer travelling by car by far, just because of the sheer amount of space you have.
9. On average, how much would you be willing to spend on a holiday?

I am actually not too sure, just because my family pays most of the time, but if I were to
estimate I would say around $4000.
Well big ones to me are Facebook, Tripadvisor and Instagram. I am not sure if you have
heard of it, but Reddit is also a big one.
11. Do any personal factors impact you travel destination choices? So like hobbies,
lifestyle, age or economic situations.
To be honest, my economic situation is a really big factor as I don’t always want to be
spending a lot of money. Especially when travelling.
12. Do family, Friends or co-workers play a role in deciding your travel destination?
Yes, family and friends play a massive role in my decision making.
The most frequent times of travel for me and my family are usually during the holiday time
periods. I’m not actually sure on why, but it has kinda become a tradition now.
I would think it would, but if i’m being honest it doesn’t really influence my travel
destinations that much. Maybe because I’m Asian we travel to Asia more.
I would rather travel to a more tourist-centric destination as it is a lot more happening
compared to what I am used to.
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Interview transcript 5 - Ngoc Nguyen to Bui Thong Khoa (S3713475)
My full name is Bui Thong Khoa. In my free time, I enjoy making and listening to music. I and my
friends usually get together for playing football. More than these leisures, I love travelling to a new
place, out of the city.

I am a student at RMIT University Vietnam and I have studied Bachelor Of Tourism & Hospitality
Management for 5 semesters. Due to the subjects and characteristic of my major courses, I often go
travel to have experience and expand my knowledge for my assignments.

I usually go travel for once per 3 months at the time of my semester’s break and also the new year
holiday or other public holidays that prolong for more than 3 days.

I am the kind of external person, so I prefer to go travel with my family and friends. For the public
holidays, I prefer to enjoy the new trips with my family, because it is the time that all of my family
members have the same free time. And then, semester break is the time that I spend my free time
travelling with friends, usually my girlfriend and my partners whom I studied with in the last
semester.

I travel domestically because due to my major, firstly, I want to experience and learning the service
of restaurants, resorts and hotels in Vietnamese travelling destination. I intend to visit all the famous
destinations in Vietnam, then, when I can afford my spending independently, I will go for
internationally to see the differences between the service in Vietnam and foreign which can
contribute a lot for my future job.

Actually I choose both. Domestically or internationally travelling would have the same purpose is
that I travelling to increase my experiences and personal knowledge. I can know more about
different cultures, types of transportation, different places with their different service treats and
those beautiful sceneries.
For me, I would consider more about the place’s scenery and culture. You know, I think the first
thing for a destination to have to attract people is its scenery and then, the culture, the friendly of
people in that destination and their local food are the factors that I would consider to come back to
it or not. The easy to find the food, how delicious and beautiful display it was will increase the good
mood for me to enjoy the destination.

Plane or by car is great. It is not much time consuming when I travelling by plane but by car, I can
have more view on the way.
Recently I travel domestically so it is about 3 million VND to 10 million VND.
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When I plan for a trip, I usually find advise from Traveloka, Agoda and Tripadvisor.
Lifestyle, economic situations
I partly agree with this. It depends on the situation, whether I have a place that I want to visit or not.
If I want to visit a location so much, I will find someone or ask my family to go with me. If I do not
have a place I wanted to go but I have free time for travelling, I will find the suggestion from them
or go to the place that they like with them.
summer,...)
In RMIT Vietnam, we have 1 month for semester break, so most of the time, I travel during that
break.
Yes. Since I was born in the south of Vietnam, where haw the weather that considered hot, I prefer
to visit the place that has cool weather but not too cold, I cannot fully enjoy exploring a place if it
was too cold, out of my endurance.
If I am a first-time traveller, I will choose a tourist-centric destination for having an overview of the
way people visit and enjoy a destination.
Next time, for increasing experiences as well as in-depth exploration, I will choose less tourist-
centric one. I like the feeling when I can approach something new by myself and do things that
fewer people are experienced.
Interview transcript 6 - Ngoc Nguyen to Mr Nguyen Thanh Binh

1. Getting general information:
my name is Nguyen Thanh Binh and I enjoy reading books and analyse economic
situations and trends.

I am a Lecturer at RMIT University Vietnam Saigonsouth Campus. I travel a couple of
times for work but its not a lot

Including both of the times that I travel for work and for my leisure… um it is around 10
times per year.

I would say it is okay for me to travel with friends, family or even by myself… I don't mind
travelling alone but probably most of the time ill travel with family… It's more fun with
someone.
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I have travelled a lot internationally and domestically but probably I prefer to travel
domestically… the cost is less but for long vacation, I will travel internationally

I used to travel internationally a lot, but nowadays I like traveling in Vietnam more since
Vietnam offers great food and sublime … scenery and most importantly it's all cheaper than
travelling internationally.
Scenery and the beauty of the place… I like to travel to a place with a good viewpoint of the
land and good view.

Motorbike is probably the best option domestically… internationally I'll use a plane
probably
It depends on how many days I travelling. Because I have my own budget for travelling
spending, so if I travel for less day, I tend to pay more for a day. But on average, I would
spend around 3 Million VND/person per day.
No specific one, just ask google and pick one destination. About accommodation, I will
search by Agoda and Booking. And food, I will look for my friend review.
I am not clear about this. Usually, when I go for travel, I always have a plan first and I also
pick a specific time for travel.
Most of the time I decide myself but I do look up any recommendations from family or
friends online … to see if it's worth the cost.
summer,...)
I travel more in summer. The weather was nice and I have more free time to spend on a
longer vacation.
Definitely, since I was born Vietnamese, I have a home-bias towards Vietnamese
destinations.
A mixture of both is nice because if it's too tourist-centric then the price to travel will be
high and if it is less tourist-centric then there won't be any service or anywhere I can get
help from so a bit of both is better.
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Buyer Behavior - RMIT University

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Assignment Cover Sheet

Course/Unit code Assignment Assignment Group/Session name (if applicable)

Family name Given name Student number Student signature Date

Nguyen Ngoc S3713038 29/09/2019

Khoo Jordan S3780013 Jordan 29/09/2019

Nader Ali Jamshid S3787183 29/09/2019

College of Business M&BDU-12/08

(Office use only)

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What are the factors

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Name Occupation Age

Abbie Chy RMIT Student 18

Bui Thong Khoa RMIT Student (S3713475) 20

Ereen Aing RMIT Student (S3722453) 19

James Sun RMIT Student (S3782655) 19

Noah RMIT Student 19

Mr Nguyen Thanh Binh RMIT Lecturer 32

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From the interview transcript 5 - Ngoc Nguyen to Bui Thong Khoa

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Kahneman 2010. ‘The riddle of experience vs memory’, TEDTalk, viewed 29 August

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Sangpikul, A, "Travel Motivations of Japanese Senior Travellers to Thailand." International Journal

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4. Would you prefer to travel with family or by yourself?

5. Have you travelled in the past? If so, internationally or domestically?

6. Do you rather travel internationally or domestically? And Why?

8. What method of transportation do you like best? (Ship, Car, Plane)

9. On average, how much are you willing to spend on a holiday?

Save Date: 28/09/2019

Interview transcript 2- Jamshid Nader Ali to Noah

3. How often do you travel?

4. With family or by yourself?

5. Have you travelled in the past? If so, internationally or domestically?

6. Do you rather travel internationally or domestically? And Why?

Save Date: 28/09/2019

8. What method of transportation do you like best? (Ship, Car, Plane)

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2. What do you do for work? If so do you often travel for work?

3. How often do you travel?

5. When travelling in the past, have you been internationally or domestically?

6. What would you personally rather though, travelling internationally or domestically?

7. So when it comes to deciding on a travel destination, what is important to you?

Save Date: 28/09/2019

Interview transcript 4 - Jordan Khoo to James Sun (S3782655)

1. Hello, so today I will be interviewing you on some questions regarding travelling,

2. What do you do for work? If so do you often travel for work?

3. How often do you travel?

Save Date: 28/09/2019

5. When travelling in the past, have you been internationally or domestically?

6. What would you personally rather though, travelling internationally or domestically?