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We undertook a research to establish various factors that influences Customer attitudes towards travel Destination. To enable us conduct a successful research, we carefully designed 200 questionnaires that we distributed to our target respondents. We randomly chose our respondents but we were careful to ensure they shared some common characteristics. For instance, they were all working and had almost the same level of income. The questionnaires were distributed to the respondents and they were allowed a period of one day after which our groups members collected and analyzed the responses. There were minimal errors from the data we collected as our questionnaire was clear and simple (Peter and Tarpey 1999, 29).

The information gotten from the raw data provided by our respondents helped us to identify specific issues that we undertook to explore in our research. From the analysis, we were able to identify factors that most of the respondent cited out as important aspect that influence destination choice such as its location, its attractiveness in terms of facilities that are unique and outstanding. We were able also to consider the past experience as one of our guides in analyzing any travel destination data (Mayo 1973, 213).

In developing a successful research, we designed a simple questionnaire which just required the respondents to agree or disapprove a given range of questions. This was important as it made our analysis work as we narrowed down to specific factors that influence a customer choice of destination. We further inquired the most visited destinations so as we would further study them to find out what made them more attractive as compared to other destinations. We specifically looked at the six continents and also gave the respondent the option to add a new destination not covered in the list (Hansen 2001).

Questionnaire: Factors affecting the attitude of customer in choosing travel destination

We are investigating what influences one to choose a travel destination at any given time(kindly tick appropriately)

On a scale from 1 to 7 (1 is not important at all and 10 is very important), please indicate how important the following factors are to you when selecting a holiday destination?



Individual protection and safety measures.

Accessibility of the destination

General hygiene of a place

Environmental conservation

Prevailing weather conditions

Attractive diverse culture and indigenous practices

The comfort-ability of accommodation services

Welcoming nature of the local people

Efficient and reliable local transportation services.

Cost of travelling

Availability of shopping centers

Night arrangements

2. Considering your most recent destination of visit, which of these destinations have you visited? (Tick appropriately)

  1. )Atlanta f) Others e b) America c) Europe d) Africa Asia


How old are you? (Years).

What is your level of education?

Not Completed High School


High School Graduate


Thank you for completing this questionnaire

The above questions enabled us to cite out the following factors as the most common issues that influences customer attitudes towards travel destination.



Factors such as age, sex and the level of income were identified as major factors that greatly influence individual choice of a destination. For instance what influence young people in their choice of destination are differs with the aged.


There was a general agreement that the reputation of a place in offering good services will greatly influence the attitude of customers towards any travel destination. The information gotten revealed that destinations with special features which are unique will attract more people


Our research revealed that an individual’s past experience and that of his friends will greatly influence his attitude concerning a destination in the future. The manner in which customers get treated in a place whenever they visit a place will determine how they feel about the same place in the future (Peter and Tarpey 1999, 29).


The above conceptual diagram outlines various factors that were identified to be influencing customer’s attitude in Destination Selection


Using the data gathered from our exploratory research and the changing factors or variables in our developed conceptual diagram, we can clearly outline our research instruments and thereby develop them in details. In order to obtain response, we used a formalized set of standard questions and went to an extent of designing in advance an option of responses in the questionnaires which we administered to our respondents and allowed them adequate time to give us responses. When considering our questionnaire, we were very particular on the information we needed in our research and gave individual respondents freedom to give open responses4. We issued the respondents with the questionnaires and our group verified the documents before submission and where our respondents had made a wrong entry we had an opportunity to have it corrected. The data collection was undertaken from various destinations. We undertook to analyze the records and employed various tools of analysis to determine the trend of the data provided (Ginter 2001, 32).

During the interview, the interviewer supervised the administration of the questionnaires to ensure the accuracy of the information collected2. The people selected for the interview were randomly identified from individuals who frequently visit various destinations in the world. The people had almost similar level of income such that income was fixed variable in this research. In the event where there respondent doesn’t understand the language used in the questionnaires an interpreters should be used to ensure the correct answers are provided. To achieve this, the data was to be represented graphically for comparability purposes (Mayo 1973, 213). The various variables that affect the attitude of customers were varied and the trend observed how it changed depending on which factor is being looked at. In order to develop a good graphical drawing, it’s good to identify the dependent and independent variables and plot them within their appropriate axis. It was also important to consider that the respondents were only arrived at after establishing they were competent to give relevant information. The research should also be conducted by an interviewer who clearly knows how to guide the respondents in order to get results that are relevant to the research1. It is important to simplify the results from the research as much as possible so as to ensure the targeted beneficiaries of the information easily understand the outcome of the research (Ginter 2001, 32).


  1. Peter, J., and L. Tarpey. (1999). A Comparative Analysis of Three Consumer Decision Strategies; Journal of Consumer Research, 2:29-37.

  2. Mayo, E. J. (1973). Regional Images and Regional Travel Destination; In Proceedings of The Fourth Annual Conference of TTRA, 1973, pp. 211-217. Salt Lake City UT Travel and Tourism Research Association

  3. Hansen, F. L. (2001). Psychological Theories of Consumer Choice; Journal of Consumer Research 3:117-142

  4. Ginter, J. L. (2001). An Experiment Investigation of Attitude Change and Choice of a New Brand; Journal of Marketing Research, 11:30-40