The paper “ How to Manage Tourism Consumer Behaviour to Achieve Marketing Success” is a convincing variant of literature review on marketing. Marketing research allows marketers to formulate marketing strategies, psychological advertisement and mix that are in sync with customer needs. It has been repeated over and over that information is a resource to any organization. One critical bit that any firm would need to know is about consumer behaviour. Consumer behaviour analysis involves an examination of the way customers respond to factors like change in price, the introduction of a new service and trends of certain market segments among others (Dumitrescu and Vinerean, 2010, p. 758).
This paper examines how to manage tourism consumer behaviour so as to achieve marketing success. In order to achieve the above-desired goal, the paper is divided into three sections. The first looks at what is tourist consumer behaviour. The second explores factors influencing tourism consumer behaviour. The third will be an analysis of the concept of tourism marketing. Tourist Consumer BehaviourTourism forms an important avenue for countries to widen their tax base and for firms to earn income and employ people.
A country or firm can gain market leadership in this integral industry by investing in massive marketing programmes if only they understand how the consumers of this service behave (Kotler, 2002, p. 12 cited in Dumitrescu and Vinerean, 2010, p. 758). Schiffman and Lazar, 2009, p. 4-5 cited in Dumitrescu and Vinerean (2010, p. 757) defines behaviour as “ manners or actions that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money, effort) and consumption-related items. ” According to Guild, Lertwannawit and Saengchan (2010, p. 644), a person’ s behaviour is determined by his intention and the intention is a function of attitude towards a behaviour.
Moreover, they note that attitude is composed of cognitive, affective, and behavioural. In order to understand how consumers behave, there are numerous theories that explain the consumer decision-making process. Most theories analyse the psychology of how the consumer thinks, feels, reason and choose among options. Others deal with how environmental factors like culture family media and signs influence consumers (Abdallat and El-Emam, n.d, p.1).
Moreover, these theories explain the behaviours of consumers while doing shopping and other marketing decision. Further, concepts like how consumers’ motivation and decision strategies differ between products. Lastly, aspects like how limited knowledge and or information processing abilities can shape decisions and marketing outcomes (Abdallat and El-Emam, n.d, p.2). This helps firms understand and improve on their marketing tactics by knowing how people decide and spend their disposable resources like time, money and effort on consumption-related issues (Abdallat and El-Emam, n.d, p.3). Dumitrescu and Vinerean (2010, p. 758) observe that the analysis of consumer is a sub-component of marketing research.
This gives marketers the opportunity to understand consumers; purchasing and consumption habits, attitudes and perception regarding distinct market offers. They further note that all dimensions of consumer behaviour can help firms in tourism industry formulate long and short term strategies. Apart from the later, the process allows for linking of tourist and travel-related service. The resulting information can then be used for market segmentation based on the purpose of travel, needs, buyer’ s motivation, benefits sought, buyer & user’ s characteristics, price, demographic and economic phenomenon.