Komplexität von Kaufentscheidungen im touristischen Kontext: Erkenntnisse für andere Dienstleistungsdomänen

Christian Laesser and Thomas Bieger

Die Unternehmung - Swiss Journal of Business Research and Practice, 2021, vol. 75, issue 1, 43-60

Abstract: Tourist purchasing decisions are multi-layered and complex, due to the combination of a number of special features: (1) Decisions take place at a distance and are therefore risky; (2) Decisions are characterized by portfolio logic with a large number of interdependent and often substitutive partial decisions (often also depending on decisions in the social context, e.g. fellow travelers), (3) tourism production is subject to a household production logic with a high degree of own operations in a highly emotional service context due to the absence of routine. In this paper we briefly summarize the central findings on tourism purchasing decisions based on the current state of literature and present an integrative generic purchasing decision model as a response to the prevailing partial or very specific and not very generalizable overall models. From this we then derive conclusions for (tourism) service industries and other service domains.

Date: 2021
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DOI: 10.5771/0042-059X-2021-1-43

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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