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Factors, Affecting Customer Decision to Switch from Global to Domestic Travel Destination

Student: Anna Golomedova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2018

The main objective of our research is to investigate key factors in travel industry affecting customer decision making. The abundance of studies in the field of customer decision-making allows us to identify behavioral features of people. In this work, the object of the study will be customer decision-making process, while the subject of the study will be customer decision-making regarding to travel destination, so we need to take into account customer views, preferences and wishes related to tourist areas. The aim of this work is to find the factors that can make the respondent to switch the destination of his/her journey from international to domestic. We test two hypotheses, the first sounded as the image of the country is key to the choice of the consumer; and the second hypothesis sounded as the quality of service has positive impact on customer satisfaction. The relevance of this topic is of no doubt. The government of the Russian Federation aims to promote Russia as a new tourist area in the world and is ready to allocate budget funds to support projects and to fund development of new tourist zones in the territory of Russia to attract local and foreign tourists. Our study shows the following results: well-developed infrastructure and entertainment and the quality of services are the key factors, affecting individual’s choice, thats why government and investors should take into account it, when they invest money in developing Russian touristic areas.

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