Consumer behaviour in tourism course : service marketing in tourism and hospitability

^{CONSUMER BEHAVIOUR IN TOURISM}
COURSE : SERVICE MARKETING IN TOURISM AND HOSPITABILITY
Delivered by : Professor Ian Patterson
Submitted by: Umida Ulukhmurodova

June 2023
Abstract.
Consumers play a vital role in every industry and business, including truism. Having customers for any products and services will contribute greatly to the development of this industry.
Any association must hear to its external guests and stakeholders. Several studies have shown that a pot's long- term success is nearly related to its capability to produce and maintain pious and satisfied guests, acclimatize to client requirements and changing preferences. Several styles have been developed and tested for monitoring and perfecting client satisfaction. Any organization could profit from a proven client satisfaction model. The challenge for organizations is to apply and secure a standardized client satisfaction process across their playing field; class of requests and geographical requests(countries). client satisfaction can be used as a strategic business development tool and it has a positive effect on profitability.
Introduction
Consumer behavior (CB) involves certain decisions, activities, ideas or experiences that satisfy consumer needs and wants (Solomon, 1996). It is ‘concerned with all activities directly involved in obtaining, consuming and disposing of products and services, including the decision processes that precede and follow these actions’ (Engel, Blackwell, & Miniard, Citation1995, p. 4). Customer behavior in tourism refers to the actions, motivations, preferences, and decision-making processes of individuals or groups when planning, selecting, experiencing, and evaluating tourism-related products and services. Understanding customer behavior is essential for tourism operators and marketers to design and deliver effective and personalized experiences that meet the needs and expectations of their target markets.
Some factors that influence customer behavior in tourism include:
Demographics: age, gender, income, education, occupation, and cultural background can affect how customers perceive and consume tourism products.
Motivations: Motivation receives a great deal of attention from tourism academics, given its importance in marketing decisions such as segmentation, product development, advertising and positioning (Bieger & Laesser,2002). people travel for various reasons, such as leisure, adventure, relaxation, cultural enrichment, or business. Understanding what motivates customers to travel helps tourism operators to tailor their products and services accordingly.
Attitude and perception: customer attitude, beliefs, and previous experiences can affect their receptiveness to tourism-related products and services. Consumer attitudes are an integral part of the marketing environment that can enhance or curtail marketing activities (Schiffman & Kanuk,1997).
Information sources: customers rely on different sources of information when making decisions about travel. These sources could include advertisements, social media, travel agents, word-of-mouth recommendations, or online reviews.
Decision-making process: customers go through a series of steps when making decisions about travel. These steps could include needs recognition, information search, evaluation of alternatives, and purchase.

Figure 1. Conceptual model of link between concepts, influences and research contexts. (Cohen et al,2014)
Customer satisfaction
Customer satisfaction in tourism refers to the level of satisfaction that customers feel about the products, services, and experiences related to their travel. It is a critical element for the success of any tourism business, as satisfied customers are more likely to return, recommend the business to others, and leave positive reviews.
Here are some key factors that determine customer satisfaction in tourism. Customers often have certain expectations about their travel experiences, including the quality of service, cleanliness, safety, and the availability of amenities. Meeting or exceeding these expectations can lead to higher customer satisfaction. Customers evaluate the quality of service provided by tourism businesses. This includes factors such as friendliness and competence of employees, responsiveness, and reliability. Expecting to receive value for their money when purchasing tourism products and services. This includes assessing the overall cost of the trip, accommodation options, F&B prices, etc. The destination's natural attractions, cultural experiences, quality of infrastructure, and safety and security also play a crucial role in customer satisfaction. customers appreciate timely and honest communication and feedback mechanisms, including email, chatbots, social media channels, and customer service hotlines.