Switching cost of tourism consumers

The switching cost of tourism consumers, also known as "transaction cost of tourism consumers", refers to the cost borne by tourism consumers when they make decisions and buy other tourism products or brands, mainly including the following aspects:

1. Information search and acquisition cost: In the process of traveling, consumers may need to spend time and energy searching and collecting information about destinations, transportation, accommodation, scenic spots and so on. This cost includes time-consuming and labor-intensive measures such as finding information, communicating with others, and browsing the relevant websites of the destination.

2. Behavior decision-making cost: Tourism consumers need to make decisions on destinations, sightseeing projects, restaurants and accommodation during the whole travel process. Tourism consumers need to consume certain mental and economic costs when making decisions, and need to evaluate the risks and advantages and disadvantages of different choices, so they need to consider all kinds of things and even pre-treat the impact of decisions on the future.

3. Transaction execution cost: mainly refers to the dissatisfied experience caused by various reasons in the actual travel process, including the time spent booking tourism products, the cost of resolving contradictions and complaints in various transactions.

4. Social cost: Tourism consumers need to spend a lot of time and energy socializing and interacting with different groups of people, such as travel partners and peers. This social cost may make consumers feel tired, stressed, dissatisfied and disappointed.

From this point of view, the switching cost of tourism consumers mainly refers to the switching cost between tourism consumers and enterprises providing tourism services, which can affect consumers' decision-making behavior. Therefore, in the tourism service industry, it is necessary to understand the switching costs of consumers, strive to reduce the various costs of tourism consumers, and improve the satisfaction and loyalty of consumers.