Hybrid consumption behaviour in Spanish tourists

María José Andrade Suárez, Daniela Freund, Joan Sureda Pascual, José Francisco Valls Giménez

Producció científica: Contribució a una conferènciaContribució


The economic crisis has led to increased demand for low prices. In spite of this general trend, different price sensitivities continue to coexist among tourists. As a result, it is important to note that, although there is a trend towards 'cheaper' consumerism, the propensity to spend more in the presence of a series of assumptions is maintained: for example, if products are tailor-made or if they are environmentally friendly. In this sense, the hypothesis is that, in terms of travel, the Spanish population is moving towards hybrid forms of purchasing: first, widespread demand for low prices and; second, attitudes of particular groups and in certain circumstances, attributes associated with quality for those who are willing to pay higher prices. The aim of this paper is therefore to characterise the price sensitivity shown by Spanish travellers and to track its evolution. To this end, we shall use a series of comparative measurements carried out on the Spanish population before the crisis (2005-2007) and afterwards (2010), in relation to attitudes toward holidays and travel. The comparative analysis of these samples (over 1,000 Spanish travellers) will enable us to identify the hybridisation phenomenon in tourism and leisure consumption.
Idioma originalAnglès
Estat de la publicacióPublicada - 20 de gen. 2011
Esdeveniment10th International Marketing Trends Conference 2011 -
Durada: 20 de gen. 201122 de gen. 2011


Conferència10th International Marketing Trends Conference 2011


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