1 EKB Model for Tourist Destination

EKB Model

The EKB Model is comprehensive and shows the components of decision making
and the relationships and interactions among them. According to the model the five
distinct components of consumer decision making process are:

Inputs
Information Processing
Decision Process
Decision Process Variables
External Influence

The centre of the EKB Model is the decision making process involving five steps.
This is influenced by the consumers exposure to information from marketing and
non-marketing sources. This inputs which can be in form of external search or
marketing communication is processed by the consumer and aids in

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2 EKB Model for Tourist Destination

establishing alternative choices. At the same time the decision making process is
affected by various decision variables internal to the consumer like lifestyle beliefs
etc as also by the external factors like social and cultural norms. The internal as well
as external factors affect each and every pre-purchase stage of the decision making
process.

EKB Model applied for Tourism destination

The EKB Model can be explained in case of Tourism destination by considering each
stage of the Decision making process individually:

1) Inputs Inputs in this case can be Television commercials like Incredible India
campaign or the Tourism campaign by various states. Also the consumer can
have input from interaction with friends, external search from various sources
like Tourism websites, Travelogues, blogs, Travel magazines and social networks.

2) Information processing The inputs from each and every sources is

processed.
a. Exposure The consumer is first exposed to the inputs.
b. Attention If the inputs are interesting like an intriguing commercial by
Kerala Tourism it will gain attention of the consumer.
c. Comprehension - The consumer then tries to comprehend the
information and will develop a perception toward it like input from a friend
about the night life of Goa will generate the perception about Goa as a
youthful, energetic fun place.
d. Yielding The consumer will accept the information
e. Retention Once the information is accepted it will be stored into the
memory of the consumer for further use.

3) Decision Process variables The decision process variables are factors

internal to the consumer.
a. Beliefs This may be values like Religiousness, Adventurism, family value
etc.
b. Motives The consumer may have different motives for the trip like
some may want to undertake the trip for religious purpose, some for
health, some for educational etc.
c. Lifestyle The lifestyle of the consumer plays an important role in
decision making like if the consumer lifestyle is luxurious he will prefer to
travel to destinations offering this.

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3 EKB Model for Tourist Destination

d. Intentions The consumer might differ in their intentions for the trip.
Some might want to do the trip for mental relaxation, some for spending
quality time with family, some for sightseeing etc.
e. Evaluative Criteria Each consumer will have different evaluative
criteria regarding the section of destination. Some might evaluate based
on the climate, some on scenery, some on the facilities like hotels, travel
etc.

4) External Factors These are the factors external to the consumer.

a. Cultural Norms The cultural norms influence the choice of destination.
A consumer might be compelled to forgo destinations like Goa due to
cultural reasons.
b. Family Influence Social norms may be binding to the consumer while
making decision. Social norms may instruct consumer to travel with family
which will have a bearing on the choice of the destination. Also
c. Social Class An affluent consumer may be more inclined to exotic
locations and foreign tourist destinations.

5) Decision Making process

a. Problem recognition The problem or need recognition for the tourism
destination may arise due to personal or external factors. The need of tour
may arise due to medical condition of the consumer or a need to unwind
oneself.

b. Search The information search is also affected by decision variables

(internal in nature) and external factors. The internal as well as external
will define the media habits of the consumer like what kind of TV
programs he watches or what kind of magazines he reads. The social class
will also play a role in defining the information source for the consumer.

c. Alternative Evaluation The inputs as well as processed information

will help in forming perception about different destinations like a person
will view Goa as a place for energy and fun, Kerala as a place for a laid
back family vacation, Kullu Manali as a romantic destination, Haridwar as
religious destination etc. These alternatives will then be evaluated based
on the evaluative criteria of the consumer as also according to his
personal beliefs, motives etc plus will be influenced by external factors.

d. Choice The choice of the alternative will be based on the evaluation of

the alternatives and the alternative which fulfills the need in best possible
way will be selected. For e.g. if a person want to have a family holiday is
tranquil atmosphere with affordable travel he might chose Kerala while a
person interested in trekking and adventure tourism might prefer
Himachal.

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4 EKB Model for Tourist Destination

e. Outcome The outcome would be selection of a tourist destination and

travelling. The post purchase behaviour would depend on the satisfaction
(or dissatisfaction) derived from the trip. Likewise a person may give
positive reviews and feedback about the place to others or may give
negative feedback.

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