NEUROMARKETING. Branislav R. Tanasic

layout: where and how on vacation? What are the elements that will prevail in the decision-making process in the destination choice? The specificity of the tourism market implies a personal approach to solving the dilemma surrounding the selection of a tourist destination, so it will briefly consider the fundamental factors that may influence the adoption of this decision.

      2.2. Factors influencing decision - making about buying a tourist product

      Generally, there are some factors influencing consumer behavior. It has long been clear that consumer decisions in the purchasing process cannot be explained solely by economic factors,

      but that it is necessary to take into account the activities of other factors, above all the psychological and sociological ones. Determine arents affecting the outcome - the decision to purchase a tourism product can be divided into externals that include: geographical, demographic, economic, sociological and political, and internal or psychological factors.

       2.2.1. Geographic factors

      Geographic factors represent a mixture of diverse elements, including climate, geographic position, relief, hydrographic features, plant and animal life, and the size of the settlement. These factors belong to a group of external factors that can influence the decision of a potential tourist to choose a destination with their attractiveness. Characteristics of living conditions shape a general standard of living and style, among other things, the need for tourist travel and the culture of tourist travel. The geographic position determines the weather and climatic conditions of the region so that these factors can be emphasized as essential factors of attractiveness in promoting a particular tourist destination. The Oxford Dictionary defines the weather conditions as the atmospheric conditions at a specific place at a particular time, observing temperature, cloudiness, humidity, sunshine, wind, and rain (Oxford Dictionaries, 2015: Weather).

      Tourism is an essential sector of the global economy and is under the strong influence of climate conditions. A particular tourist destination is a natural source on which the tourism industry is based. Talking about the impact of the geographic position and climate of a region, Nordhaus points out their extreme importance: "Early economists assumed that climatic conditions were one of the main determinants that reflected the differences in wealth among nations" (Nordhaus, 2006: 3512).

      The climate-time factor is crucial to the destination offer. If tourism is observed, for example, weather conditions and climate can have a double impact on tourism. They can be seen as limiting but also as a development factor for the tourism business. In this regard, access to precision bio-climatic information is beneficial for improving the quality of tourism supply and service design (Scott, McBoyle & Schwartzentruber, 2004: 105-117).

      Climate and time are important factors in the decision-making process of choosing a tourist destination and also affect the success of business operations of tourism companies (Becken, Wilson, & Reisinger, 2010: v). Natural, winter tourist centers offer their promotion and offer based on activities that take place mostly in the air. It is therefore particularly important that in the expected period, the term of the opening of the tourist season, the destination be covered with a sufficient amount of snow. Becken says: "Skiing is a prime example of how tourism activities depend on weather conditions: reliability in snowfall is a prerequisite for organizing this activity" (Becken, 2010: 6).

      The location and the accompanying weather climates can have a crucial impact on the design of tourist destination offerings. Some region along the seashore, rich in bare coves and pebble beaches, with the fact that the strong wind of a big part of the year, eliminates it as a destination suitable for rest, swimming or scuba diving. However, many surfers seek persistently for the larger, more challenging waves and the excitement of their sport. It is only necessary to promote a destination that is ideal for surfing, and what has been a shortage of one form of tourist offer turns into the convenience-the advantage of the destination.

       2.2.2. Demographic factors

      Contrary to the world's demographic boom, Europe already has severe problems with natural population growth, from just 1.1% per annum. The number of young people aged 15-24, from 12% in 2010, fell to 11.3% by the end of 2014. By comparing statistical data from 1994, it can be seen that the number of males steadily decreases with the same increase in the number of older people. The average life expectancy increased to 83.3 years so that Europe became an evergreen continent (Eurostat-Statistical Books, 2015: 20-29).

      Combined with geographic data, demographic data, number, age, gender, education, marital status, will be of significance marketing research for analysis of the tourism market. The fact that the average life expectancy in developed countries has been lengthy extended, the educational level of tourists from these countries is increasing, identifying some specific target groups, i.e., segments of potential travelers.

      The primary segmentation of the market is the American company Claritas Inc. They developed a Nielsen PRIZM Premier, segmentation system that combines demographic and geographic data, information on habits and consumer behavior that makes marketers much more comfortable to identify, understand, and target consumers. Prizm defines every household in America and classifies it in one of the groups of consumers according to certain criteria, based on which they represent a specific offer; annual income, lifestyle, consumer habits, geographic and demographic affiliation (Rosenberg, 2015).

      In recent years there have been massive migratory movements caused by wars and the unfortunate economic situation of some countries. Migrants mostly try to find a refuge in European Union countries. Among them are important European tourist destinations under the enormous pressure of many asylum seekers from Africa and Asia. If this trend continues, the influx of migrants will undoubtedly change the tourist visit to some of Europe's destinations, primarily Turkey and Greece.

       2.2.3. Economic factors

      Making a final decision on a vacation is a rational combination and assessment of all available information on desirable destinations, as well as the available cash fund that can be allocated for this purpose. Categorizing and marking a star hotel can further help consider, and orient the potential traveler in evaluating and comparing the offered arrangements. Surfactured tourists also have a relatively unobstructed view of the difference in the quality of accommodation, service, and food in a single star hotel, from four or five-star hotels. Of course, this difference in quality is quantitatively expressed by an appropriate price difference as an essential reference to the decision maker's ability to pay. Consumers who behave rationally try to get maximum benefit from disposable income from their disposable income!

      On the macroeconomic plan, the state of one economy (which presumably speaks of the economic status of the most significant number of its consumers) can be most quickly and reliably determined by analyzing components of the gross domestic product - the aggregates that define key links to three interconnected macroeconomic balances. These are the net savings, budget and net exports balances. The economic situation of society is conditioned by the financial strength of the individual, which determines the tourist demand. The oppression of the economic power of an individual is his purchasing power, but his preference for consumption, or savings, must be taken into account. Measuring the purchasing power of an individual is a complex process. One indicator is the national income per capita, but this is a general figure, it speaks about the standard of society as a whole, statistically equates the richest and the poorest and can not say anything about the structure of consumption.

      Therefore, more useful information is available and discretionary income. The total cost of living can be viewed through the consumer price index and the purchasing power index. The Consumer Price Index (CPI) represents a particular retail price index that defined as a measure of the average price change of the standard basket of goods and services that average households purchase to meet their needs in the observed period. The Buying Power Index (BPI) consists of weighted measures of disposable income, sales data and market factors for a particular region.

      Potential