Service Industry Marketing: Analysis of Consumer Behavior in Tourism

This report delves into the evolving landscape of service industry marketing, specifically within the tourism sector. It examines the impact of consumer behavior and preferences, analyzing the adoption of technology and its influence on market trends. The report synthesizes findings from several research papers, focusing on theory, context, research methods, data analytics, and major outcomes. Key areas of focus include the impact of information and communication technology (ICT), consumer behavior in tourism, hotel service quality, and the changing demands of tourists. The analysis highlights the limitations of current research and suggests future research directions, emphasizing the need for a deeper understanding of consumer behavior and the ongoing shifts in the tourism industry. The study concludes that technology has significantly reshaped the tourism sector, creating new market segments and influencing consumer choices. The research provides valuable insights into how service providers can adapt to these changes and enhance customer satisfaction.

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Service Industry Marketing
Contents
Executive Summary...............................................................................................................................2
Introduction...........................................................................................................................................2
Analysis.................................................................................................................................................2
Conclusion.............................................................................................................................................6
References.............................................................................................................................................7
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Executive Summary
This research paper consists of analysis of tourism sectors related to consumer behaviour and
different types of tourist preferences which is made in accordance to the consumer behaviour.
The research is conducted by analysing theory, context and brief research methods applied,
data analytics techniques, major findings of the study, major limitations of the study and
future research directions. That lead to the outcome that technology has vastly adopted as per
the changing tourist pattern and according to their behaviour of consumer which has created a
new segment of market in the sector of tourism.
Introduction
In this research paper we will be studying tourism sectors and changes which have been made
in accordance to the consumer and their preferences, we will be analysing theory, context and
brief research methods applied, data analytics techniques used, major findings of the study,
major limitations of the study and future research directions.
Analysis
Law, R., Buhalis, D., Cobanoglu, C. (2014). Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management. vol. 26. no. 5. pp.727-750. https://doi.org/10.1108/IJCHM-
08-2013-0367
The main aim of the research is to conduct study and create the growth and
development of information and communication technology (ICT) that is constructed
on the examination of journals which were available between 2009 and 2013 in the
tourism and hospitality sector. On the basis of three major databases, authors have
retrieved and reviewed 107 journal papers. Further they were classified into two most
important categories, consumer and supplier, that commonly includes the crucial
components of consumer and supplier industries. The content analysis of hospitality
and tourism industries shows that these industries use information and communication
technology (ICT) in their various functions and have implemented ICT in their
various applications. From the above analysis it is clear that these industries have
adopted ICT. In this paper discussion on Industrial implications was done indicates
the limitations using technology when comes to consumer behaviour. According to
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the article, up-to-date practices can be implemented by industry practitioners and they
can decide how people can take benefit from the development of technology. This
paper contributes comprehensive review paper which is published in holiday business
and hospitality papers to gain the insight of consumer and supplier. The International
Journal of Contemporary Hospitality Management (IJCHM) conveys updated
information related to the growths and assessment on the managing of hospitality and
leisure industry businesses globally. It acts as integrative and associative paper and
brings out relevant issues covering strategic supervision, operations, marketing,
finance and human resources management.
Cohen, S.A., Prayag, G., and Moital, M. (2013). Consumer behaviour in tourism: Concepts,
influences and opportunities. vol. 17. no. 10. pp. 872-909.
https://doi.org/10.1080/13683500.2013.850064
In the tourism sector field consumer behaviour (CB) is the most researched topic and
area; the reviews for the knowledge of this area which exists are very few. In this
article, the authors examined and reviewed the crucial components of external effects
and appropriate examination circumstances in current leisure industry consumer
behaviour (CB) research. They reviewed & examined three major journals from 2000
to 2012 which were published on consumer behaviour. 519 articles were reviewed
and identified and 191 articles were included. The development and scope is
examined on nine concepts for further researches, containing policymaking, morals,
inspirations, self-concept and persona, prospects, approaches, opinions, fulfilment,
faith and trustworthiness. Further the external influences were examined on, leisure
industry performance, tools, Age group Y and concern rose in the ethical
consumption. At the final stage the identification and discussion on five more
research contexts was done which are: upcoming grant: cluster & combined
policymaking, under examined sections, multi-ethnic disputes in developing
marketplaces and feelings and customer misconduct shows the limitations of research.
This topic covers a large area that resulted in lack of comprehensive review of the
topic, the analysis of travel behaviour is a constant procedure which consist of various
correlation phases and theories of which analysis cannot be done individually. The
conclusion of this examination is performed by asserting the decadent and perceptual
characteristics of end user behaviour in leisure industry need to be brought on a larger
consumer behaviour.
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Dortyol, I.T., Varinli, I., Kitapci, O. (2014). How do international tourists perceive hotel
quality. An exploratory study of service quality in Antalya tourism region.
International Journal of Contemporary Hospitality Management. vol. 26. no. 3.
pp.470-495. https://doi.org/10.1108/IJCHM-11-2012-0211
The objective of the paper is to study the tourists opinions about the hotels situated in
Antalya. Apart from this we will also evaluate the dimensions of the hotel’s service
quality. Precisely the objectives are mentioned below: To evaluate the dimensions of
the hotel’s service quality and its impact on the consumer’s fulfilment level, their
value and also their plan of revisiting the hotel. The framework of Juwaheer's study,
which was conducted to evaluate the perception of the customers who visited the
hotels in Mauritius, has been used here. This framework uses stepwise regression to
determine significant dimensions for ten lodging house facility. “Tangibles” and
“foodstuff characteristic and dependability” are top two hotel service quality
dimensions that impact satisfaction level of customers. “Lodging house workers and
problem resolving”, “shipping”, “foodstuff characteristic and dependability”,
“weather and cleanliness”, “extent of value”, “physical”, “communication with
Turkish principles” and “welcoming, well-mannered and cooperative staffs” that
remain major quality scopes affecting guest’s decision of recommending a
guesthouse. “Physical”, “communication with Turkish culture”, and “extent of value”
that remain main dimensions that impact customer’s decision to revisit a hotel. The
unexplained variance is a limitation of this study that is because of regression analysis
approach. So, the studies in future should try to determine factors that explain that
variance. Hotel managers in Antalya can use these findings to adjust their customer
service according to guest’s priorities. Hence, this learning contributes a vital role in
sector by providing valuable information related to values of customer and customer
satisfaction.
Mihajlović, I., & Koncul, N. (2016). Changes in consumer behaviour – the challenges for
providers of tourist services in the destination. Economic Research-Ekonomska
Istraživanja. vol. 29. no. 1. pp 914-937. DOI: 10.1080/1331677X.2016.1206683
In this paper we will study how the contents of tourist products services that are
specialised according to the location, requirements and needs of the customers
(tourist). The First component of the study provides insight of the theoretic analysis
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related to the history of tourism industry that emphasis on key factors that are
significant while making decision while making decision of choosing destination by
the tourist. Our research focuses on offers made to tourist in Dubrovnik particularly
related to the requirements of tourist, the study focuses on: (1) The conduct of tourist
related to selecting major parts of meeting the traveller requirements, importance of
decision making while travelling to specific location or destination; and (2) the
behaviours of tourist while choosing specialised contents and services. Inferential
statistics research method is used and empirical investigation was done having 327
tourists in the sample size. Various features about the tourist staying in Dubrovnik
such as demographic and behaviour characteristics were considered, the key issues
that affect the choice by tourist of journey's end are considered by the assessment
level which indicates limitations as per the behaviour of tourists . Active participation
of stakeholders is required across all level and destinations, while considering wants
and possessions by monitoring the drifts and unevenness of requirements, on the other
hand the motive of travelling. Tourist demands are continuously changing as different
tourist have different motives and reason that increases the pressure on tourism sector.
The outcome of our research is in the favour of the services which are provided
majorly in Dubrovnik which are in accordance to the need of tourists.
Williams, H.A., Yuan, J. and Williams Jr, R.L. (2019). Attributes of Memorable Gastro-
Tourists’ Experiences. vol. 43. no. 3. pp 327-348.
https://doi.org/10.1177/1096348018804621
In this paper we will research about Gastro-tourists travelling from one place to
another to gain learning of cultures while having different food experience. Gastro-
tourists come from various customs, and incomes. These types of tourist often design
more tours, stay extended, and devote more voluntary money while traveling. They
carry communications which comprise knowledge about local foods and their kitchen
values which help them to nurture relations among the gastro-tourist and the gastro-
host. The Research counted by us on gastro-tourism helps to identify characteristics
and attributes in terms of tourism preferences. The research methods consist of three
sources of data and to sources of collecting data which are detailed discussions and
surveys conducted online. There are seven characteristics which are connected to
consequence that are recognized as and limited to: (1) deliberate and incidental
gastro-tourists, (2) travel stages, (3) foodie risk-taking, (4) interdependent co-created
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tourist–host relationships, (5) authenticity, (6) sociability, and (7) emotions. The
above analysis shows that there is a significant shift in the tourism market segment
and it has co-created an experiential tourism industry. This study uncovers the value
which gastro-tourist value and find memorable and provides knowledge on building
supportable leisure industry improvement, target labelling potentials, co-creation, and
shareholder models.
Conclusion
The above study shows that the tourism sectors is changing as per the new consumer
behaviour and tourist pattern while travelling from one place to another, to fulfil the needs
and demand of consumer the tourist sector has implemented various strategy and technology
to cope up with the change. The adoption of technology has increased the flow of information
to tourist about the preferences and choices that has created a unique new tourism market.
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References
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Cohen, S.A., Prayag, G., and Moital, M. (2013). Consumer behaviour in tourism:
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10, pp 872-909. Viewed 21 April 2019.
https://doi.org/10.1080/13683500.2013.850064
Dortyol, I.T., Varinli, I. and Kitapci, O. (2014). How do international tourists perceive
hotel quality?: An exploratory study of service quality in Antalya tourism
region, International Journal of Contemporary Hospitality Management. vol.
26. no. 3. pp 470-495. Viewed 21 April 2019. https://doi.org/10.1108/IJCHM-
11-2012-0211
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communication technologies in hospitality and tourism. International Journal
of Contemporary Hospitality Management. vol. 26. no. 5. pp 727-750. Viewed
21 April 2019. https://doi.org/10.1108/IJCHM-08-2013-0367
Mihajlović, I. and Koncul, N. (2016). Changes in consumer behaviour – the
challenges for providers of tourist services in the destination. Economic
Research-Ekonomska Istraživanja. vol. 29. no. 1. pp 914-937. Viewed 21
April 2019. DOI: 10.1080/1331677X.2016.1206683
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1. pp 11-18. Viewed 21 April 2019.
https://doi.org/10.1016/j.ijhm.2019.04.005
Williams, H.A., Yuan, J. and Williams Jr, R.L. (2019). Attributes of Memorable
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(JHTR). vol. 43. no. 3. pp 327-348. Viewed 21 April 2019.
https://doi.org/10.1177/1096348018804621
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