Тег: behavioral economics

Psychological and economic prerequisites for the formation of demand for tourism services

Автор:

Библиографическое описание статьи для цитирования:

. Psychological and economic prerequisites for the formation of demand for tourism services//Наука онлайн: Международный научный электронный журнал. - 2025. - №3. - https://nauka-online.com/ru/publications/economy/2025/3/02-36/

Аннотация: (English) This study explores the psychological and economic prerequisites for the formation of demand for tourism services, taking into account not only travelers' incomes but also stable personality traits, values, and motivations. The relevance of the topic is due to the fact that classical economic models, which rely solely on demographic and financial parameters, often prove insufficiently accurate in predicting actual consumer behavior in the tourism sector. The novelty of this work lies in the proposal of an expanded approach that integrates elements of behavioral economics and psychological variables into traditional models of tourism demand. The study describes various ways to account for personality factors, cognitive biases, and emotional engagement of tourists, as well as an analysis of existing research confirming the significance of these factors in route selection and expenditure distribution. Particular attention is given to comparing models that incorporate social preferences and motivational attitudes. The objective of this study is to demonstrate the advantages of a comprehensive approach that considers both economic and psychological determinants. The findings may be useful for tourism and marketing professionals in designing products and forecasting travelers' expenditure structures.

Personalization as a driver of loyalty: psychological mechanisms of the need for uniqueness

Автор:

Библиографическое описание статьи для цитирования:

. Personalization as a driver of loyalty: psychological mechanisms of the need for uniqueness//Наука онлайн: Международный научный электронный журнал. - 2023. - №7. - https://nauka-online.com/ru/publications/economy/2023/7/07-30/

Аннотация: (English) The article examines the role of personalization in building and maintaining consumer loyalty through the lens of psychological mechanisms, particularly the basic human need for uniqueness and individuality. In a crowded market where product features are often similar, personalization functions not only as a marketing tool but also as a powerful psychological motivator that satisfies consumers' desire for self-expression and self-actualization. The theory of optimal uniqueness is explored in depth, highlighting how individuals strive for a balance between fitting in with a social group while also wanting to stand out. A personalized customer experience can help a brand become a catalyst for a balanced relationship with its customers. On the one hand, customers feel cared for and understood by the brand, which creates emotional attachment and trust. On the other hand, they receive a unique product or service that highlights their exclusivity and special status. The research reveals the cognitive and emotional mechanisms behind this process, such as the "mirror effect" of self-image, where customers project their ideal self onto the personalized brand. It also reduces cognitive dissonance by giving customers a sense of control over their purchase experience. It has been shown that deep personalization, beyond simply using a customer's name, can transform transactional relationships into stable psychological bonds. This makes customers less sensitive to competition and more likely to advocate for the brand.