The paper "My Visit to Disney Adventure Park during Summer Holiday" is a good example of marketing coursework. Consumer behavior plays a critical role in the planning and development of marketing strategies. In the tourism sector, the concept of consumer behavior starts by searching the right leisure places to visit. Fishbein (2007) defines consumer behavior as those actions that an individual takes towards buying and consumption of products and services. Undoubtedly, to become a successful marketer, one must not only understand but also identify consumer needs in order to market products or services that can satisfy the identified needs.
In this respect, a marketing manager must pay increased attention to changing consumer needs in order to clearly understand the products and services that a consumer desires. This is because consumers have been turning down what seems to be incredibly winning offers just because they fail to please them. Section one of this study illustrates the research background and conceptual framework. Basically, the research revolves around the personal experience that helps in understanding consumer decision making processes. In this respect, the study will introduce the process of decision making and service consumption in Disney Adventure Park.
The study will detail the consumer behaviors that led to the selection of the adventure park as the recreational destination. Furthermore, the work done by other scholars will be reviewed to determine how it relates to my experiences and also identify what has not been documented. The study will conclude by reviewing how well the elements identified to influence consumer behavior can be applied in developing marketing strategies. This paper, therefore, explores personal experience in visiting Disney Adventure Park in California, USA. 2.0 Research Background and Conceptual Framework Presently, organizations should not only be concerned about profit maximization but should also mind customer feelings and the criteria followed when selecting a product or service from the others.
According to the documented work of other researchers, both internal and external factors influencing consumption behaviors have been identified (Porter & Lawler, 2009). These include cost, time, and desired facilities among others. It is, therefore, imperative for a marketer to concentrate on these factors in order to ensure that customer needs are adequately met. Certainly, it is undeniable that consumers spend hefty amounts on leisure.
Many of these consumers are concerned with the quality of the products and services offered. The salespeople should, therefore, ensure that products and services satisfy consumer needs. This is because consumers’ future consumption tends to be influenced by the present level of satisfaction. It is widely known that consumption patterns are influenced by numerous elements including advertising. In the face of the current digital era, many consumers are utilizing search engines to search for information on products and services.
It is, therefore, essential for a marketer to ensure that proper information concerning products and services is available online for easy accessibility by customers (Koolb, 2006). This will not only increase the company sales but also place it on a competitive edge over its competitors. According to Mobley and Locke (2000), different people have varied personal experiences. In this regard, experience at majority adventure parks is very enlightening and educative. This is complemented by a dearth of articles written on adventure parks and consumption behaviors (Smallman and Moor, 2010).
Therefore, the research is important not only for would-be visitors and park management but also for other researchers interested in this field of study. Sirakaya and Woodside (2005) observed that most attraction facilities at adventure parks were designed based on myths, unrealistic and story like backgrounds which were then set up to reflect a real situation. In this light, such attractions sites even though seemed real were found to be under controlled environment.
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