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

Factors influencing Consumer behavior

Consumer behavior is influenced by a variety of factors that affect how individuals behave in the marketplace. Here are some key factors that can influence consumer behavior:



1. Personal factors: Personal factors such as age, gender, lifestyle, personality, and values affect consumer behavior. For example, an individual's age could influence the type of products they are interested in, while lifestyle factors can determine the types of activities and services they want.



2. Social factors: Social factors such as family, friends, and other reference groups, can influence a consumer's buying decisions. For instance, if a person's family uses a particular brand, the individual is more likely to be influenced in their purchasing decision.



3. Psychological factors: Psychological factors such as motivation, perception, and learning play a critical role in shaping consumer behavior. Motivation, such as the desire for status or the need to feel a sense of belonging, can impact a person's purchasing decision.



4. Situational factors: Situational factors such as the time of day, weather, and location influence consumer buying behavior. For example, people may be more likely to purchase an ice cream on a hot sunny day.



5. Marketing activities: Marketing activities such as advertising, product placement, pricing, and promotion have a significant impact on consumer behavior. For example, clever advertising can lead to impulse buying while a product's price might affect the purchasing decisions.






Conclusion
By understanding customer behavior, tourism operators and marketers can identify and target the right customers with the right messages and experiences, ultimately driving customer satisfaction and loyalty.
To improve customer satisfaction, tourism businesses should take a customer-centered approach and regularly collect feedback from their customers. This can be done through surveys, social media listening, or guest reviews. Actively engaging with customers and taking action on their feedback can lead to higher levels of customer satisfaction.
The factors which influence customer behavior, can help businesses to develop effective marketing campaigns that trigger consumers' behavior towards their products and services


References

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  Bieger, T., & Laesser, C. (2002). Market segmentation by motivation: The case of Switzerland.Journal of Travel Research,41, 68–76
  
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  Engel, J. F., Blackwell, R. D., & Miniard, R. W. (1995). Consumer behavior. Fort Worth, TX: Dryden Press
  
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  Schiffman, L. G., & Kanuk, L. L. (1997). Consumer behavior (6th ed.). Upper Saddle River, NJ: Prentice-Hall
  
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  Solomon, M. R. (1996). Consumer behavior (3rd ed.). Engle-wood Cliffs, NJ: Prentice-Hall.