Factors Affecting Information Search Behavior in Purchasing an Outbound Package Tour: A Thematic Analysis

Document Type : Research Paper


1 Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

2 Faculty of Literature and Humanities, University of Isfahan, Isfahan, Iran


The present study seeks to examine the factors affecting information search of heads of households in purchasing an outbound package tour. A sample of 60 academics and non-academics in the field of tourism was chosen. Sampling methods were judgmental and snowball sampling. In order to gather data, we used a semi-structured interview.  Thematic analysis was applied for data analysis, and the collected data were codified and analyzed under four main categories. The findings showed that personality traits of heads of households, their preference for sole decision-making over collective decision-making, their motivation for providing family satisfaction, their motivation for taking better advantage of opportunities and their familiarity with the travel destination were among influencing personal factors. Familial demographic factors, social class, and family’s familiarity with the travel destination were among influencing familial factors. Situational factors included social factors, travel importance and time constraints; and travel agents factor encompassed their reliability.


Main Subjects

Article Title [فارسی]

عوامل موثر بر رفتار جستجوی اطلاعات جهت خرید یک بسته سفر خارجی: یک تحلیل تماتیک

Authors [فارسی]

  • زهرا شکرچی زاده 1
  • بهرام رنجبریان 1
  • وحید قاسمی 2
1 گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
2 گروه علوم اجتماعی، دانشکده ادبیات و علوم انسانی، دانشگاه اصفهان، اصفهان، ایران
Abstract [فارسی]

پژوهش حاضر با هدف بررسی عوامل موثر بر رفتار جستجوی اطلاعات سرپرستان خانواده در خرید بسته گردشگری خارج از کشور انجام شده­است. نمونه­ای متشکل از 60 متخصص دانشگاهی و غیردانشگاهی در زمینه گردشگری انتخاب گردید. روش­های نمونه­گیری شامل نمونه­گیری قضاوتی و گلوله­برفی بود. به منظور گردآوری داده­ها، یک مصاحبه نیمه­ساختار­یافته به کار برده شد. روش تحلیل تماتیک برای تحلیل داده­ها مورد استفاده قرار گرفت. داده­های گردآوری شده تحت 4 طبقه اصلی مورد تجزیه و تحلیل قرار گرفت. یافته­ها نشان داد که ویژگی­های شخصیتی سرپرستان خانواده، ترجیح آنها برای تصمیم­گیری فردی در برابر تصمیم­گیری جمعی، انگیزه آنان برای تامین رضایت خانواده، انگیزه آنان برای بهره­گیری بهتر از فرصت ها و آشنایی آنها با مقصد سفراز جمله عوامل فردی تاثیرگذار بودند. فاکتورهای جمعیت شناختی خانواده، طبقه اجتماعی و شناخت خانواده از مقصد جز عوامل خانوادگی تاثیرگذار بر جستجوی اطلاعات بودند. عوامل موقعیتی شامل عوامل اجتماعی، اهمیت سفر و محدودیت زمانی و عامل مشاوران سفر شامل اعتبار مشاوران سفر بوده است.

Keywords [فارسی]

  • جستجوی درونی اطلاعات
  • جستجوی بیرونی اطلاعات
  • جستجوی خانوادگی اطلاعات
  • گردشگری خارج از کشور
  • خانواده
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