neutral attitude, usually due to lack of information about them, so they do not enter into the process of consideration. As far as unavailable destinations are concerned, they are usually attractive tourist sites that may be of interest to you, but realistic circumstances prevent the consumer from seeing them. Limiting factors can be financial, geographical, administrative procedures, visas or some other obstacle (Hanlan, Fuller & Wilde, 2005: 6). Affective model associations, implying the specific feelings that consumers make towards the destination, which may be related to a particular brand, are actually a play that presumes a lot of sunshine, entertainment, prestigious beaches, and quality restaurants. Relationships with favored destinations or destinations are based on these affective associations (Woodside & Carr, 1988: 2-6; Muhlbacher & Woodside 1987: 299-319).
There are also certain limitations of this decision-making model for the destination. First of all, it omits the marketing-mix of process variables, the essential role of people connected with marketing services, the traditional 4P marketing mix. (Hanlan, Fuller & Wilde, 2005: 8)
2.3.4. Decision-making model
The subject of decision-making is very diverse; there are numerous theories that explain decision-making in different areas. (Hanson, 2005: 5) The decision problem can be described as a process of the mental calculations through which it is organized and predicts the outcome, often with multiple possibilities (Kahneman & Tversky, 1984: 341).
The foundations of the general decision model were established by Brim with his associates through the following steps (Brim & all 1962: 9):
Problem identification
Collecting the necessary information
Selecting possible solutions
Evaluation of selected options
Choice of solutions.
Anderson represents the model of decision-making (Anderson, 1965), which first emphasizes the importance of information on which the consumer is based on the decision-making process, but includes the filtering phase of the collected data based on the judgment, sentiment, norms and value criteria of the decision maker. Also, Anderson underlines the role of the consumer, and his satisfaction with the purchase, as a precondition for re-purchasing products/services (Anderson, 1965: 1). The Model of Decision Making Nicosia and Meyer (Nicosia & Mayer, 1976), in the foreground, highlights the company's intentions to communicate with consumers. It focuses on the relationship between the marketing communication mix of the company and the consumer feedback that is reflected through the purchase response (Nicosia & Mayer, 1976: 65-75). The linear model of tourism product shopping proposed by Metis and Vol (Mathieson & Wall, 1982) is a five-phase pattern (Diagram 2) which contains:
Diagram no. 2 Linear model of buying a tourist product Source: Mathieson & Wall, 1982: 95
According to the decisive model of decision-making offered by Set, Njumen, and Gros (Sheth, Newmen & Gross 1991), there are five consumer values (Diagram 3) that directly affect consumer choice. Individual or all five values can determine the decision (Sheth, Newman & Gross, 1991: 159-170).
Five values that influence consumer decision making
Diagram no. 3 Izvor: Upon, Sheth, Newman & Gross, 1991: 160
Traditionally, a functional value is viewed as a prerequisite or a basic driver in the election process. Identified basic product values (benefits provided), marketers point out through promotion as the most influential message bearer (Solomon, 1996: 160).
Conditional values often depend on the situation. For example, some products (especially in tourism) have a seasonal value. Social value expressed as a perceived benefit through socializing with the socio-economic and cultural-ethical group (Sheth, Newman & Gross, 1991: 161-162).
Emotional value is expressed as a capacity to stimulate emotions or to associate with certain feelings, while the epistemological value is perceived as the possibility of awakening curiosity, experiencing new, or satisfying the desire for new knowledge (Sheth, Newman & Gross, 1991: 161-162). The Consumer Behavior Model in Tourism, Middleton called the stimulus-response model, (Diagram 4). The concept is based on four mutually active components, based on the central set of "customer characteristics and decision-making process" that explains the characteristics of tourism product customers and the decision-making process. The model outlines the consumer's motive and the determinants of the purchasing process, with an emphasis on the importance and impact of the promotional mix of the company (Middleton, 1994: 104-112).
Sirgy and his associates offered an integrated model of self-sufficiency and functional alignment in explaining and anticipating the behaviors of tourists. Self Congruity is a staple between a brand show with a personal idea of a consumer, while functional compliance refers to the consistency between perceived product/service characteristics and consumer desirable or essential functional characteristics (Sirgy & Johar, 1999: 252).
Different approaches are trying to explain the behavior of consumers in tourism through modeling and structural displays. It is difficult to encompass all aspects of complex decision-making in tourism due to the specificity of a tourism product, or a specific context in which to decide on purchases (Hyde & Lawson, 2003: 13-23). Complexity is reflected in the fact that decision-making on the choice of destination actually involves multiple decision-making regarding the various elements contained in a tourism product (Decrop & Snelders, 2004: 1008-1030; Decrop & Snelders 2005: 121-132; Hyde & Lawson, 2003: 13-23). Some decisions are related to the organization of travel to the destination, other issues are solved by arriving at the destination and during the stay at the destination, so it can be said that the majority of the decisions are due to circumstantial factors (Decrop & Snelders, 2004: 1008-1030). Cohen and associates point out that such a high level of complexity in decision making in tourism can be comprehensively viewed through focusing on the overall decision-making process (Cohen, Prayag & Moital, 2014: 872-909). Smallman and Moor, suggest that the problem of decision-making can be better seen through less structured models, with a more detailed description, explanation of decision-making activities (Smallman & Moor, 2010: 397-422).
Stimulant-Response Model for Decision on Shopping for a Tourist Product Diagram no. 4 ( Source: Middleton, 1994: 106)
There are opinions that some decisions are a product of a planned approach, while others have unplanned or even impulsive purchases (Hyde & Lawson, 2003: 13-23). Bargeman and Van Der Poel, point out that decision-making in tourism is actually more routine than the models of rational choices (Bargeman & Van Der Poel, 2006: 718) Sirakaya & Woodside emphasize habit as an important decision-maker (Sirakaya & Woodside, 2005: 815-832).
Verplanken and Orbell emphasize the role and strength of habits in the decision-making process for purchasing tourist products. The results of their research indicate that the creation of habits is a psychological construction rather than simply a repetition of behavior. They developed a scale of 12 Self-Report Habit Index (SRHI), to measure the habits of daily and weekly levels. There was a strong correlation between habit and frequency, or repetition of the behavior of the respondent (Verplanken & Orbell, 2003: 1313-1330; Verplanken, 2006: 539-560). Using the scales of SRHI, developed by
