Very little seems to have been researched, written or published on reasons for holiday choice, and far less specifically on the purchase of holiday park vacations. Through utilizing quantitative research, this paper broadens our understanding of the decision process and the criteria used, and provides a practical illustration of consumer choice theory in operation.

Notwithstanding that it is partly a person’s income and the price charged that controls the selection of market and product range, the research focuses upon the purchase process that follows, based upon needs, desires, and features of the products that consumers can afford. Whilst a consumer’s needs vary, often their general requirements do not. Much of the criteria used to mould a decision is fixed, common, and shared regardless of a consumer’s profile, and a hierarchy of importance established. Moreover this research provides some interesting answers not only to why people buy what they do, but why sometimes they don’t.

The study identifies the existence of a structured choice process, beginning with some early predictable decisions. In certain circumstances consumers draw upon common criteria, identical in importance, whilst on other occasions there are significant variations, proved to be accountable to specific influences or restrictions. In conclusion the research is able to culminate by establishing a model to explain how non-economic choice criteria can be utilized during the purchase of British holiday park vacations.