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Consumer Behaviour in Tourism Industry

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Consumer Behavior in Tourism Industry

ABSTRACT
The theories of consumer decision-making process assume that the consumer’s purchase decision process consists of steps through which the buyer passes in purchasing a product or service. However, this might not be the case. Not every consumer passed through all these stages when making a decision to purchase and in fact, some of the stages can be skipped depending on the type of purchases. The reasons for the study of consumer’s helps firms and organizations improve their marketing strategies by understanding issues such as: * The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); * The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); * The behavior of consumers while shopping or making other marketing decisions; * Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; * How consumers’ motivation and decision strategies differ between products, that differ in their level of importance or interest that they entail for the consumer; and * How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Consumer Behaviour
The study of consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. The field of consumer behaviour covers a lot of ground. According to Solomon (1996), consumer behavior is a study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
The official definition of consumer behaviour given by Belch (1998) is “the…...

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