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1. Extended product conceptualisation: the “delivered” products (and services), the consumption situation and the consumer, altogether, give gestalt to the travel experience. 2. Consumers may express their desired level of the attributes or characteristics of all three domains associated with the relevant alternatives (Spreng, MacKenzie and Olshavsky 1996). The product domains may have positive or negative instrumentalities: benefits sought or inconveniences avoided. 3. These evaluative criteria (benefits, disadvantages) are applicable to a particular product class (e.g. holiday trips) within which product alternatives can be evaluated. 4. These criteria are dependent from more abstract cognitive levels such as personal values, motives and the static-dynamic orientation (Wicklund 1986; Gnoth et al. 1998). 5. Give and get components, both, contribute to a perceived overall value that differentiates according to the source of contribution (product, situation, customer) and the product alternative (Woodruff 1997). 6. Combined together, these three value components yield a preference for a particular alternative. In general, the product with the highest preference ranking will be chosen. Of course, unforeseen obstacles, personal (time restrictions, sickness) or supply side factors (unavailability) may bias the link between preference order and buying act. Figure 1: Holiday Preference Model Values Motives Static/ dynamic orientation Inconveniences avoided Benefits sought Instrumentality Product attributes Situation attributes Consumer attributes strength of belief expectations Product value Situation value Consumer value Preferences 2891
Several steps of the elaboration of this preference model are not yet finished: • The conditions of its applicability have to be discussed in detail. It is set out to be useful in tourism and applicable in other complex service contexts as well. • The operationalisation of the core evaluative elements (beliefs about attributes, links to benefits and inconveniences) is still under construction. A means-end approach (laddering technique) seems to be appropriate. • The empirical test and application shall deliver the practical evidence for the superiority of the model. Despite these present limitations the following advantages should be mentioned: • The model envisages high unifying power with integrating numerous existing theories and concepts. • The framework can be applied for a preference model in the pre-choice situation as well as for a satisfaction model in the post-choice situation without changing the basic concepts and conceptual links. REFERENCES Ajzen, I. and Fishbein, M. (1977), Attitude-behavior relations: a theoretical analysis and review of empirical research. Psychological Bulletin, 84,888-918. Anderson, E.W. and Fornell, C. (1994), A customer satisfaction research prospectus, in Rust, R.T. and Oliver, R.L. (eds.), Service quality. New Directions in Theory and Practice, Thousand Oaks, CA, Sage Publications, 241-268. Bagozzi, R.P. (1975), Marketing as exchange. Journal of Marketing, 30(October), 32-39. Bateson, J.E.G. (1977), Do we need service marketing. Marketing Consumer Services: New Insights, Report 77-115, Boston, Marketing Science Insitute. Bateson, J.E.G. (1979), Why we need services marketing, in Ferrell, O.C., Brown, S.W. and Lamb, C.W. (eds.), Conceptual and theoretical development in marketing, Chicago, American Marketing Association, 131-146. Bateson, J.E.G. (1983), The self-service customer – empirical findings, in Berry, L.L., Shostack, B.L. and Upah, G.D. (eds.), Emerging perspectives on services marketing, Chicago, IL, American Marketing Association, 50-53. Bateson, J.E.G. (1985), The self-service customer: an exploratory study. Journal of Retailing, 61(3), 49-76. 2892
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