The role of consumption values in the destination decision-making process

Destination decision-making has gained considerable attention in the field of tourism research because it relates directly to the destination selection behaviours of tourists and thus to formulating and implementing effective marketing strategies. This research investigates the role of five consumption values, derived from destination image, in three stages of the destination decision-making process; consideration, evaluation and selection. A mixed method approach is adopted using qualitative face-to-face interviews and quantitative online questionnaires informed by face-to-face qualitative interviews in the under-researched Indian market. Results demonstrate that four values (functional, emotional, epistemic, and conditional) differ considerably between the respective stages of destination decision-making process and thus perform as evaluative factors. However, social values were activated at the beginning of decision-making process as a selection factor for destinations alternatives but were not significant at later stages. This study breaks new ground by integrating three distinct concepts: destination decision-making, consumption values and destination image, in a single study.