Érzelmek és racionalitás az utazástervezés fázisában: döntéshozatali mechanizmusok vizsgálata

Réka Szabina Onczay-Török

doi:10.14267/TURBULL.2026v26n2.1

Authors

Réka Szabina Onczay-Török University of Szeged https://orcid.org/0009-0008-9790-6322

DOI:

https://doi.org/10.14267/TURBULL.2026v26n2.1

Keywords:

tourism marketing, behavioral economics, consumer decision-making, tourism decision-making mechanisms

Abstract

The development of tourism and digitalization has transformed travelers’ decision-making processes, calling into question the validity of classical utility-maximizing models. The aim of the study is to explore the behavioral economics phenomena influencing tourism-related decision-making, with particular emphasis on the travel planning phase, during which destination and accommodation choices are made. The qualitative, semi-structured in-depth interview research examines the decision-making methods and cognitive biases of nine working-age individuals who travel regularly. Based on the results, destination choice is typically driven by emotions, while accommodation choice is a more deliberate process based on a system of preferences. Decisions are influenced by several behavioral economic biases, the understanding of which may contribute to more targeted and effective marketing communication.

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