Effects of Wanderlust on Tourism Consumer Decision-making

Abstrakt

Tourism marketing is transforming and marketers are always looking for innovative ways to reach consumers and understand the psychology behind decision-making behaviour. Wanderlust is a latent, often forgotten travel motivation, that is a part of a person’s personality. So, to study if it significantly affects tourism consumer behaviour, it is first important to understand what drives this feeling to explore or wander. This thesis is a quantitative deductive study that starts with exploring Wanderlust with a thorough literature review and identifying various drivers that may affect travel motivation and behaviour, alike. It provides various stakeholders with an understanding of wanderlust, where and how it develops and how it can be used to trigger tourism consumer behaviour, in regards to Denmark as a travel destination. Essentially, it is an attempt to build a profile of the type of consumer who will be most likely to visit Denmark, hence, allowing marketers to develop campaigns and services that trigger and motivate these specific individuals. This can be considered a small contribution to the vast expanse of research on tourism and consumer psychology.