Data Driven Stimuli And Ontology Of Cognitive Functions In Tour Planning: A Phenomenological Study Using EFA

Abstract

Tour planning is a very interesting domain of study where individuals mentally engage themselves in experiential marketing. Individuals react to the stimuli and in the process participate in the decision-making phenomenon.

Purpose:

The first objective of this study is to investigate the existence of the data driven Stimulus-Organism-Response (S-O-R) phenomenon and analyses the structure of variables simultaneously. The second objective of this study is to examine the role of cognitive domain function score among the tour planners.

Research Method and Methodology:

Primary data was collected by survey method using self-administered questionnaire as tool for collecting data. Non-probability purposive sampling technique was used to collect data. The latent variables considered for this study are attention and cognitive domain function. Both descriptive and inferential statistics have been used for this study. This study was approached with an interdependent quantitative method and multivariate technique of Exploratory Factor Analysis (EFA) was performed.

Findings:

Data driven stimuli plays an important role in driving the app user’s online navigation behaviour by stimulating the user’s cognitive domain functions.