A Study on Decision-Making Behavior of International Travel in the Asia-Pacific Region: A Case Study of Government Personnel

Abstract

This study examines tourism behaviour with a focus on the decision-making process for selecting travel destinations in the Asia-Pacific region, using government personnel as a case study. A qualitative research approach was employed, utilizing semi-structured in-depth interviews to collect data from 14 informants who had previously travelled in the region. Data were analyzed through content analysis. The findings align with the consumer decision-making process model and can be summarized as follows: 1) Need Awareness-Most tourists travel for leisure, influenced by cultural factors, reference groups, family characteristics, financial status, personal development, motivations, current situations, and marketing efforts, 2) Information Search-Tourists gather information from internal sources, such as personal experiences and memories, and external sources, including friends, books, and online platforms, 3) Evaluation of Alternatives – When selecting a destination, tourists consider various criteria, including costs, transportation, tourist attractions/atmosphere, entry procedures, safety, food, travel companions’ opinions, culture, language, and internet connectivity, and 4) Decision-Making-The primary determinant influencing tourists' final decision is the attractions and overall atmosphere of the destination. To enhance international tourism, businesses should develop marketing strategies that align with tourist behaviour, create valuable travel experiences, and utilize storytelling advertisements through text, images, and videos on digital platforms to effectively engage potential travellers.