Breitbarth, T., 2008. To what extent are individual tourist consumption decisions stochastic? A discussion with respect to the accuracy of modelling consumer behaviour. Otago Marketing Review, 1 (1), pp. 1-9.
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This paper reflects on epistemological and ontological aspects of modelling consumer behaviour in the context of individual tourism decision-making. It demonstrates how different paradigms struggle to understand and predict human choices. The shortcomings of positivistic streams of thought (such as the rational choice theory, the information- processing approach and the constructive consumer choice processing approach) are outline, and ‘story-based’ and ‘process-based’ tourism decision-making models are compared. The paper concludes that assumptions made by researchers prior to conducting empirical research may lead to the creation of knowledge that is self-referential, and that this knowledge is likely to fail to capture an individual’s experience and action, which emerges in a partly self-created dynamic social context.
|Subjects:||Social Sciences > Commerce|
Social Sciences > Tourism
|Group:||School of Tourism > Centre for Event and Sport Research|
|Deposited By:||Dr Tim Breitbarth|
|Deposited On:||08 May 2012 09:57|
|Last Modified:||07 Mar 2013 15:55|
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