Understanding Customer Behaviour in the Tourism Industry

UNDERSTANDING
CUSTOMER

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Contemporary Perspective on consumption............................................................................3
2.Individual decion-making and involvement.............................................................................4
3.Important of perceptual process in understanding individual consumers.................................4
4.Consumers in society................................................................................................................5
5. Future trends in consumer behaviour.......................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer Behaviour concerns why customers make the buying decisions they make.
This involves comprehending the requirements of the customer, how much they want to pay, the
way in which they choose what type of products to buy, and how they will come to a conclusion
that whether to buy the product or not.
In the tourism industry, the behaviour of the consumer impacts on how guests choose the
hotels, restaurants, and entertainment. To study the behaviour of the guests, firstly it is important
to know what factors forced them to choose the business which will help in attracting the
potential and same type of customers(Mishra, 2018).
The main purpose of understanding the customer in the tourism industry is to be in
presence for the consumer to serve them and be present for the guests before, during and after
their staying. The main purpose is to give information, provide advice or help the consumer to
make them feel confident and comfortable and ensure a positive experience to the customer.
MAIN BODY
1. Contemporary Perspective on consumption
Consumer behaviour is one of the most explored topic or area in tourism. A particular
tourism agency should keep in mind the modern views and opinions of the consumers so that
they can attract more customers towards their business by being in tune with the current
happenings which will ultimately lead to the increase in the profits of the business. This states
the reason a particular place that a tourist should choose and what are the main factors that have
an important influence on the decision-making process of the customer (Kaur and Rahman,
2020.).
The modern issues include various factors that affect in choosing a particular destination
for the tourists which includes geographical factors such as the climatic conditions, the social
factors such as the person's social network, place of origin , the destination or place of origin, the
tourism destination, the knowledge and educational level of the tourist. Better customer services
is mainly related to tourism industry as the travel industry is directly based on the revenue and
without money the profits can not be generated in the industry. Better facilities should be
provided to the customers to keep the attitude optimistic and frank with the customer. If tourists
get the needs to be fulfilled then they will choose the same hotel next time which helps in