The paper "Consumer Behavior in the Tourism Industry " is a perfect example of a marketing research proposal. Over the years, the tourism industry has grown and expanded tremendously. In this case, the industry has increased to incorporate new aspects of market perception and management. One among them is increased perception and drive towards enhancing increased customer satisfaction in the industry. In this regard, organizations have resulted in the use of consumer traits perception as a feature in enhancing increased consumer satisfaction in the market. In evaluating factors influencing consumer satisfaction, studies on the tourism industry consumers establish that consumer attitudes greatly implicate on the overall consumer traits and satisfaction levels.
Consumers’ attitudes can be described as the influencing factors that have an implication in the consumers’ decision-making process. An attitude implicates on the consumer's decision-making process at the second and third stages that are information search and alternatives evaluation respectively (Vá zquez, Lanero, Garcí a and Garcí a, 2013, p. 109). At the information search stage, attitudes influence the sources from which consumers in the industry search their information from. In the tourism industry, information sources include advertisements, agencies catalogues and respective nation’ s tourism offices.
In this case, the diverse sources present diversely biased information depending on the stakeholders’ interest. For instance, for agency firms, available information is characterized by the tourist destinations served while for tourism offices available information is biased to marketing a respective nation rather than a specific destination. Therefore, travel destination attitude, as one of the attitudes in the tourism consumer base, is influenced by the available information source. This nature of attitude influences other market aspects such as segmenting as well as growth rates. Therefore, establishing the causes of these travel destination attitude as well as their direct and indirect implications is an imperative concept in enhancing appropriate management and policies developed in the tourism industry (Bell, 2011, p.
14). To this effect, the proposed research study seeks to reveal these factors. Besides establishing the factors causing these attitudes, it will focus on establishing possible measures through which organizations can understand their consumer base traits based on the travel destination attitudes. Further, the proposed research will focus on establishing how the industry traits implicate on consumer attitudes on travel destination diversity. 2.0 Secondary Research The tourism industry has been argued as one of the most drastically growing and evolving economies.
In this case, the markets face increased growth rates and attention for industry players. In this regard, a majority of investors have invested and expressed their investments interests in the industry. To this effect, the industry and its support industries such as the hospitality and travel industries have registered increased market growth as well as increasing overall profitability levels. However, a research study developed by Beames (2003, p.
205) in a review of the Australian tourism industry established that despite the increased investment hype experienced in the industry and its alliances, investors face a number of challenges in determining the consumer's needs on travel destinations. To this effect, the study established that travel destinations attitudes among the consumers differ largely resulting from increased market diversity and challenges. On one hand, this can be evidenced by the increased market segmentation approaches adopted by tourists’ organizations.
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