Choice-Based Modeling by Destination Value and Type of Planning for Domestic Leisure Travelers in India

Abstract

Urban spaces are comprised of different locations that offer varying levels of attractiveness to users. The users may be the residents of the space itself or may travel from outside the space to visit the locations of attractions. Such travelers, also known as tourists, decide on the destination based on its values and plan their tour either by themselves or through a travel agency. This paper examines whether or not differences exist between the travel decisions and behavior of these two segments of travelers and the way they take decisions. The research reported in this paper was performed in six cities of India, which offered different values like historical heritage, religious, and waterfront, and the travelers were categorized based on type of planning, i.e., self-planned or agency-based. Exploratory factor analysis was used to identify the factors that combine the effect of influencing attributes and logit analysis was used to arrive at a decision structure. Exploratory factor analysis indicated that safety and comfort, information, and destination-specific factors commonly affect the two planning segments, whereas predecision affects the self-planning travelers exclusively. Social and psychological attributes mainly govern the decisions as compared to travel attributes. Destinations with specific values were short of the aspirations of the travelers, which also were differing. The choice decision was found to be a two-level decision, making a destination-value decision at the first level, and making a tour-planning decision at the second level. The findings are of significance in terms of developing urban spaces.