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Resulting From These Decisions, The Tourist Will Then Determine The Length Of ...

Resulting from these decisions, the tourist will then determine the length of their intended stay, for example whether it will be a short break, a week or two or longer. Together with this decision they will also address the type of holiday destination required, whether this might be a relaxing environment such as hotel and/or beach type location, or a more adventurous activity such as camping, climbing. It is at this stage that the tourist(s) will commence the decision regarding the final destination and method of transport they will be using for their journey (Fuller, Halan and Wilde, 2005). The way that the tourist consumer reacts to all of these determinants will create the perception of which promotional material is most likely to attract the their attention. It is therefore imperative in the case of the promotion strategy being followed by the Hong Kong tourist board, that they endeavour to address as many of these determinants as possible in the first instance.
Difference between consumer tourist expectations and perceptions.
As can be seen from the essays contained within Chris Ryan's (2002) book The Tourist Experience, there is will exist a difference between two consumer's expectation and perception of a particular destination. If one were to ask any of the authors to describe a destination visited by another, they will not have the same perception, nor would they necessarily have identical expectations. Both expectation and perception will influence the tourist's final decision-making process as well as the level of satisfaction gained from the product once it has been experienced.
Expectation is an anticipatory element of the tourist's decision-making process. It is essentially what he or she wished to happen. A tourist's expectations of a particular destination, hotel or other service offered might be based upon a number of factors. These factors may include previous positive experiences at the same destinations or similar establishments; positive experiences of others who have visited the destination or it could result from the tourist's level of understanding of the quality of the information on the destination provided in the form of promotional and marketing material. Based upon any or all of these levels of expectation the tourist will potentially make a positive decision regarding the destination.
Perception works differently to expectation, and is more factually based in many respects. For example, when the destination or service is experienced, the tourist's might consider that the standard does not meet with prior expectation that they had when booking the destination in the first place. It may be that the hotel previously has not given the comfort anticipated from the brochure or local services did not match with the quality level that had been expected.

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