Schmöll’s Tourism Consumer Choice Model

Summary: Schmöll tourism consumer choice model (1977) presented four aspects that explain the motivations, desires, needs and expectations of the social and personal determinants of travel choice behaviour, including the destination visited and the type of accommodation chosen. These aspects include the following: stimulus to travel (promotional communication and personal and trade recommendations), personal and social determinants (consumer’s reasons for travel, including their desires, needs and expectations), external variables (confidence in the service provided, image of the destination, learned experiences, time and money restrictions) and the destinations’ characteristics.