Factors Influencing Consumer Behaviour in Travel and Tourism

TRAVEL AND TOURISM
CONSUMERS BEHAVIOURS

Introduction
Travel and tourism industry works with main goal of providing
necessary and desired experiences or services to the travellers. It
is said to be fast growing industry in the world and providing
employment to local communities. Consumer behaviour is
conceptual study which identifies actions and motives for
purchasing decisions.

Factors influencing consumer behaviour
There are different factors that has direct and indirect impact on
consumer behaviour and attitude which influences its buying
process. The main factors are as follows:
Cultural: This is one of major factors which is divides into sub-
categories and need to understand completely so that travel and
tourism organisation can target consumers basis on these factors.

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Social: They are divided into family, reference group, role and
status which has impact on buying behaviour of customers.
They have different opinion leader, family members, role in
families and status in society to maintain so that their
expenses are decided accordingly.