ECONOMIZING STRATEGIES DURING AN ECONOMIC CRISIS

Recently, the consumer was hit hard by the consequences of the global economic crisis, which still has effects on tourists' spending. These effects are investigated using a general framework linking crises/disasters to individual tourist behavior. In 2010, data were collected in the Netherlands about economizing strategies on vacations. Intentions and behavior were measured. Two-thirds of the population economized on the main summer holiday. Different strategy segments are discerned: some tourists choose a pruning strategy, others employ a cheese-slicing strategy. Cheese-slicing was the predominant strategy, confirming a prediction derived from the general framework. For some segments, strategies made when planning the holiday change during the holiday itself, while for other segments the strategies are stable. Theoretical and practical implications are discussed.