Understanding Customers: Factors Influencing Consumer Behaviour in Tourism Sector

UNDERSTANDING
CUSTOMER

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Consumer behaviour refers to the study in which all the aspects are covered such as
groups, individual and organization. These all aspects are related to the use of goods and
services, which consist of all situation of attitude, emotions and preference that are affecting the
buying behaviour of the consumer (Sousa and Rodrigues, 2019). There are different types of
factors which are influence the consumer behaviour in order to personal, psychological, social
aspects. It also helps to analysing the aspects of consumer in tourism sector with the relevant
example. The report identified the factors which are influence the consumer behaviour in the
different business and context on the basis of tourism (Reyes-Menendez, Saura and Filipe, 2019).
Moreover, demonstrating the theories concept and model related to consumer behaviour. There
are four types of consumer behaviour theory which will explain in the study with the relevant
examples. Furthers, implicated the consumer behaviour theory in different business and
marketing.
MAIN BODY
Consumer behaviour is related to all the aspect of individual, organization and group,
there are so many micro factors which are influence the behaviour of consumers. In tourism
sector consumer behaviour is mainly concern about the buying decision-making that are affect
the chosen hotel, entertainment and restaurant (Filimonau and Mika, 2020). Micro factors are
related to all the factors which are describing the individualism decision-making such as buyers,
consumers and households. There are so many micro factors which influence consumer such as
decision-making in low and high involvement situation. According to The involvement theory,
consumers involvement is depend on the relevant degree of purchase to consumer. The
involvement level of the tourism are perceived in personal or stimulus in the particular situation.
The high involvement factors are related that are representing the personality, lifestyle and
status. For example, if the status of the person is high, he wants to visit the place which is quite
expensive such as Premium inn hotel, because it offers wide variety of services as well as it helps
in consumer decision-making (Dixit, 2017). This tour plan can be of 3-4 days that is why
consumer choose this place to visit. On other hand, low involvement refers to the routine choice
of consumer such as visit a hotel nearby the city for the purpose of dinners. In this situation
consumer take the decision according to the perception. In addition to this, another theory is