Understanding and Analysing the Consumer Behaviour in Tourism

This essay explores consumer behaviour within the tourism industry, focusing on contemporary perspectives, individual decision-making, the importance of perceptual processes, the role of consumers in society, and future trends. It emphasises the need for tourism agencies to understand modern consumer views to attract more customers and increase profits. The essay discusses the factors influencing travel decisions, such as geographical and social elements, and highlights the significance of customer service in retaining customers. It also examines the steps consumers take in making purchase decisions, the influence of destination attributes, and the impact of safety and hygiene trends on consumer choices. The analysis concludes that a comprehensive understanding of consumer behaviour is essential for stakeholders to achieve their objectives effectively.

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

retaining the employees. Poor customer service can exploit the image and reputation of the
particular agency so the modern aspects of the customer should be fulfilled.
2. Individual decion-making and involvement.
The most important decision which has to be made by the consumer is deciding the place
to travel, whether to travel or not, when to travel , the time duration to stay and how much to
spend in staying. On the other hand, the destination sellers have a strong interest in how the
customers are able to decide , the most important of these decisions is where to travel, which
means deciding the place for travelling. Particularly, a tourist can decide the destination for the
visiting of the costumer and after making that decision, it is the responsibility of the customer to
make sure that the customer experience is good during the visit.
The most important fuction of the tourist is to choose the place for the customer on the
basis of some factors such as their interests, culture, beliefs, attitude and how it is impacted by
the overall reputation of the destination. The attributes of a place or destination is very important
for the destination in drawing in more potential customers or tourists(Ismagilova,Slade, and et.al,
2020). The theories and approaches of consumer decision-making procedure assume that the
decision process in the consumer's purchase involves a series of steps through which the
consumer go through in making the purchase decision.
Mostly, the youth generation started to see tourism as an interesting industry. There exists
so many choices of destination for the youth to decide between on the basis of their interests,
beliefs, opinions, etc.
3.Important of perceptual process in understanding individual consumers
The perceptual process involves a series of steps which initiates with an external view to
stimuli and ends with an interpretation of that particular stimuli. This process involves 3 steps
namely selective retention, selective perception and selective exposure.
The importance of perceptual process is very essential because if consumers were to only
depend on sensation, it is not possible that they would be capable to draw any difference between
the same type of product. So, while sensation is what the consumer experience when their
sensory receptors are busy, it is the perception that at the end impact the consumer decision and

on the basis of that it forms the basement of their preferences. The perceptual process is so
important to consider when selling a product or service because of the huge impact it can have
on the success of the business(Indahingwati and et.al. 2019).
The perceptual process is very necessary in comprehending the behaviour of the customer
because each and every person has a different perception about the world and approach the
problems of life differently. If people buy something on the basis of their perception, we can
make a prediction about their behaviour in the changed situations by comprehending their
existing perception of the surrounding.
It is crucially necessary if we want to get together with others to see things from the
perspective of the customer about things and through this to understand them and help and assist
them more properly. So, for understanding the behaviour of the customer, it is necessary to
understand their perception and the different ways in which they perceive their different
situations.
4.Consumers in society
Consumer behaviour includes certain decision-making, activities, opinions and
experiences that make the customer feel content about their needs and requirements. It involves
all the activities that are directly linked in obtaining, acquiring, consuming, disposing of the
products and services, involving the process of decision-making, that continues and follow these
actions. Consumer Behaviour still remains one of the most explored areas in the marketing, and
tourism field. The types of consumers in the tourist industry includes the adventure tourists,
backpack tourists, business tourists, cruise tourists, cultural tourists, domestic tourists, eco-
tourists, food tourists, generalists, holiday tourists, international tourists, leisure tourists, medical
tourists, reflective tourists, religious tourists, rural tourists, senior tourists, slow-paced tourists,
special interest tourists, sports tourist. The reputation of the travel agency, hotel or restaurant can
be exploited by the poor customer service. If any customer faces bad experience then he or she
will not use that particular supplier again and will lose that client which can acquire them a lot of
business opportunities in the future. Tourism is one of the broad industry and it has many options
which are available for their needs. The present day customer is informed and require full value
for his money(Kaur and Rahman, 2020.).

Travellers go on a holiday to chill and have a quality time. Every travel company focuses
a strong customer base to those acquire the service and that who are more likely to return to that
travel agency in the forthcoming period. If the tourists get the best service from that particular
travel agency then he or she will be coming more frequently with that specific agent and which
will eventually lead to the more generation of revenue for the business in the near future.
5. Future trends in consumer behaviour
The future trends in the consumer behaviour includes the safety and hygiene trends
whether it is in airlines, cruises, hotels , restaurants or the bars, after the arrival of COVID, the
customers want their safety and hygiene standards to be met. The customers want the increased
emphasis on the comforts and leisure , need for the shift from the international to the local , it
may be best to highlight the facilities that attract to the local market such as the restaurant, the
gym facilities, the WI-Fi and the ability to work remotely in the hotel rooms, customers want the
cashless payments which means the advancement of technology in the tourism sector, options
like the Google Pay and the Apple Pay or any other online payment mode which also helps in the
improvement of the speed of retaining the customers(Martinho and et.al,. 2022.).
Other general tourism trends among the customers includes the voice search and voice
control. Solo travel, eco travel, artificial intelligence are some of the major upcoming trends in
the tourism industry among the consumers.
CONCLUSION
From the above study, it has been concluded that consumer behaviour is related to the
examining, studying for the single, group processes that are being used to select the selling of
these products and services. The contemporary aspect of understanding customer is crucial more
than the historical aspect which leads to the studying of the impact on the decisions of the
consumer indirectly and the outcomes that consists not only the purchaser but also the
seller(Yadav and Chimankar, 2020).
Understanding consumer behaviour is a complicated and multi-divisional procedure.
Many stakeholders invest a lot in the companies to know the behaviour of the consumers and to

impact them but none of them are successful in doing that. It is Necessary to note that all the
decisions related to marketing and the rules are all based on the assumption about the consumer
behaviour. With improved and increased understanding of the consumer behaviour , the
objectives of each stakeholder are achieved efficiently and more effectively.

REFERENCES
Books and Journals
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Kaur, D. and Rahman, M., 2020. A Literature Review Of Understanding Consumer Behaviour In
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Mehta, S., and et.al,. 2020. The new consumer behaviour paradigm amid COVID-19: permanent
or transient?. Journal of health management.22(2). pp.291-301.
Mishra, S., 2018. Understanding consumer behaviour towards toxic chemical-free cosmetics
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Rondoni, A., and et.al,. 2018.Consumer behaviour, perceptions, and preferences towards eggs: A
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REFERENCES
Books and Journals