University students go on field research trips or excursions during the low season. Therefore, destinations have to identify the seasonality patterns of their various markets and attract compatible segments, which will enable them to maximise their total yield (both average expenditure and occupancy levels) (O’Brien, 1996). It is also important to understand other factors that influence the decision of consumers to purchase. The social status and peer groups of consumers often influence what is acceptable and desirable as a destination. Travel intermediaries also play a significant role in determining the destination decision of consumers by using a wide range of.
