Decision-Making Process in Society from the City Marketing’s Point of View

Résumé

One of the marketing's dynamically growing branches is the place marketing. More and more settlement realise the importance of it and use its instruments. The following research paper is about place marketing. Out of the three main target groups of the place marketing, we focus on tourists and examine their decision-making process and attitude.
Purpose – The aim of this article is to recognize the psychological factors, mainly the decision-making process and the attitude which influence the tourist’s choice.
Methodology – The main purpose is to compare three consumer decision-making models using own research theme. The authors go through the importance of attitude in the decision-making process, different definitions, functions and how they are linked to tourist behaviors. It is crucial to see these decision-making processes because it is indispensable to explore the present consumer needs for the development of the society.
Findings – By the report, we gain an overview on the psychological factors behind the decision-making of one target group of the place marketing.
Value – It can be noticed that it is necessary to constantly follow the changes of consumer’s decision-making process and attitude since they change from time to time as well as the travel behaviour. At the exploration of the potential tourist’s decision-making process, it is important to note that the information source has a decisive role in the process. This work gives an insight into a target group of settlement marketing and the psychological factors behind the decision-making of the tourists. Knowing this information is indispensable for any settlements wishing to develop.