Impact of Culture on Consumer Decision Process in Tourism Industry

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

MARKETING1
Table of Contents
Introduction:...............................................................................................................................3
Purchase Situation and Target Market Profile:..........................................................................4
Influencing Factors on the Consumer Decision Process:...........................................................8
Recommendations:...................................................................................................................11
Conclusion:..............................................................................................................................11
References:...............................................................................................................................13

MARKETING2
Introduction:
The importance of the customer behaviour anticipation is increasing in a significant
manner and that is evident with the increased urgency amongst the companies in effectively
restructuring their customer relationship management system. Considering the dynamics of
the modern business environment, it is evident that the companies are facing an intense level
of competition from their competitor organizations and the effects of globalization have
influenced the business competition as well (Gustavo, 2013). As a result, the monopoly of the
market is decreasing in a notable manner. Under such situation, the companies are facing the
necessity of retaining their customers as it contributes to the sustainability of their business
operations. The formation of the customer loyalty amongst the customers becomes the top
most priority for the companies and the introduction of various loyalty programs serves the
basis for the companies in achieving their desired objective. Under such situation, it becomes
important for the companies to make sure that they align their business operations in such a
manner that they anticipate the preferences and the thought process of the customers.
Wang and Yu (2017), claimed that the ability of the companies to anticipate the
actions of the customers before the conduct of any purchase is crucial for their success in
designing their pre purchase activities for persuading the customers regarding the excellence
of their products and services. According to Lin and Chen (2013), the success of the
companies in managing through the pre purchase activities becomes crucial for the increased
sales of their products. Zhang and Benyoucef (2016), claimed that the actions of the
customers during the pre- purchase stage are observed to be dependent on various factors
such as the previous learning the influence of the marketing and promotional activities, the
cultural beliefs of the customers, societal values of the customers, life style of the customers,
the demographics of the customers, social status of the customers, emotions, personality,

MARKETING3
motives along with the perception of the customers. The paper is focused in the evaluation of
the impact of one of these factors which is culture on the buyer behaviour off the customers.
Along with that, the selected service for the consideration of the buyer behaviour is tourism
activities. The paper portrays the dynamics of the customer behaviour process and evaluates
the impact of the culture of the customers on the process. With a precise focus on the
findings, the paper provides an important strategic marketing recommendation for the much
required improvement in the management of the customer behaviour process to be
implemented by the relevant companies.
Purchase Situation and Target Market Profile:
The selected service for the paper is tourism. The importance of the tourism activities
amongst the people of the modern generation is considerable and that is evident with the
growth of the mentioned industry in recent years. With a precise consideration towards the
fast and hectic life style of the individuals, it is evident that the tourism activities provide the
much required relaxation to the customers. It becomes important for the modern generation
employees and the individuals to keep themselves motivated for the effective management of
their operational activities and under such situation, the significance of the tourism activities
is pretty prominent. The benefits of the tourism activities in the effective management of the
work stress or the job dissatisfaction are significant and at the same time, it helps the
individuals to maintain their work life balance in an efficient manner. Van Droogenbroeck,
Spruyt and Vanroelen (2014), claimed that, one of the prime factors that contribute to the
increment in the employee turnover in the modern business industry is seen to be the
excessive amount of work pressure or the job dissatisfaction. With a precise focus on the
concept of the job dissatisfaction, Rama Devi and Nagini (2014), claimed that the excessive
demands of the market is able to force the individuals towards the experience of a significant
imbalance in their professional and personal life and under such situation, it creates