1. What is the process consumers utilize when deciding on their vacation plans? How would this process be altered when repeating a vacation experience?

2. What do you feel is the central issue driving the lack of repeat business for Rocky Mountaineer? Where in the decision-making process do you think the issue lies?

3. What difference would you expect between satisfied and dissatisfied consumers with respect to the decision process in this instance?

4. What would you do if you were the CEO and you had to solve this problem?