Consumer Choice in Holiday Park Vacations: Exploring Decision-Making Beyond Economic Factors

Abstract

This study examines the key factors influencing Chinese consumers when selecting holiday park vacations, beyond disposable income and pricing. It explores the hierarchy of consumer needs, external influences such as cultural and seasonal trends, and factors driving brand switching. Using survey data from 500 respondents across China, the study identifies major decision-making patterns and links them to established consumer choice theories. The findings provide insights for businesses to refine their marketing strategies and improve service offerings.