Holiday packaging and tourist decision making

This study aims to investigate how packaging can be used for destination marketing. The focus is on how bundling influences consideration and intention to visit. Most tourism researchers have ignored the fact that destination choice is actually a complex and multifaceted decision process in which destinations are selected in combination with other elements that comprise a holiday. Tourism literature also seems to assume that consideration sets are likely to be stable over time and destination marketers should try to get their destinations into the consumers' consideration sets as early as possible. The present study will investigate these assumptions by looking into the effects of holiday packaging on consideration and intention to visit. This article reviews the literature and presents the methodology and some preliminary results.