Kozminski University
Warsaw
Volodymyr Homivka
Student book No. 24939
Consumer Behavior in Tourism market
Bachelor thesis
Written under supervision of
Professor Marcin Awdziej, Ph.D.
Warsaw, 2014
Author of the thesis: Volodymyr Homivka
Title of the thesis: Consumer Behaviour in Tourism Market
Abstract
This bachelor thesis shows the importance of having knowledge and understanding consumer behaviour. It highlights general tourism market trends and customers’ motives to travel nowadays. It analysis young travellers tastes and desires in order to have clear picture about targeting this group of people from marketing perspective.
Key words:
• Consumer Behaviour,
• Tourism,
• Trends,
• Marketing.
STUDENT’S
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It is still changing it. Globalisation has touched many economic spheres. One of the brightest is tourism sphere. Today’s tourism is quite different it was even 20 years ago.
Technology such e-markets, Internet, mobile devices changed the way tourism used to operate. Today there is no need going to tourism agency to choose you travel. Everything you need the access to the Internet and device. Consumer can book his the best trip in “two clicks”, having saved his time and money.
Definitely tourism market has changed and consumer behaviour either. This research paper has the aim to find out what are the modern trends of tourism market in the world and recognize consumer behaviour on this market.
It is hard overestimate the importance of understanding consumer behaviour. It is impossible to sell even the best product/service in the world not having any knowledge about you customer and not understanding his or her needs.
Chapter 1
Consumer Behaviour
1.1 Consumer behaviour
Consumer behaviour is the process individuals or groups go through to select, purchase use, and dispose of goods, services, ideas or experiences to satisfy their needs and
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• What factors do influence consumer-buying behavior?
• How consumer behavior is characterized in tourism hospitality industry?
• What are modern tourism trends?
• How marketing helps to understand consumer behavior?
3.3 Data collection method
The research methods used to conduct this study include both primary and secondary sources in order to deeply analyze the topic. Secondary sources used for the purpose of this project are mostly retrieved from books and from literature on consumer behavior and tourism industry. When it comes to primary data, survey was conducted (see Appendix 1). Survey has been chosen, because it helps:
• To reduce time of gathering needed data
• To save money
• To cover big number of responders
• To get more accurate results
Only closed-ended types of questions were used in particular survey. Multiple-choice questions and rating scale questions were used.
Still, the survey conducted has it own limitations. It is difficult to find out if participants are honest and serious, when they are giving their responds. Its not easy to monitor if one participant give his or her answers only once. The sample size is not big, thus accuracy of data is not
For the introduction, brief information regarding my purchase and the travel and tourism industry is presented. It was then followed by the explanation of the 2 chosen theories from two different chapters.
The questionnaire is a self-completion questionnaire which is sometimes called a self-administered questionnaire. It is to say that respondents completed the questionnaires themselves (Bryman and Bell, 2003). The research conducted an online survey through a professional website called ‘survey monkey’. There is no doubt that it is a cheaper and easier way to collect information for researchers. In addition, it is convenient for respondents as well.
In today’s cut throat competition among business competitors, the knowledge about consumer behavior is the first step toward an effective and successful competitive strategy. The study of consumer behavior is necessary for companies to get the knowledge about their target market. It helps them to gather knowledge about the consumer that how they behave, what process they follow to make a decision and what influences them in making a decision.
A. Consumer behavior comprises all the consumer decisions and activities connected with choosing, buying, using, and disposing of goods and services.
Tourists are more dependable on website to get the information and overview of destination. Therefore one of the website of bay of island is www.tourism.net.nz, which gives complete information. In this assignment, we will mainly discuss about marketing mix, customer wants, creating value for the customer, destination location and tangible experience from tourism marketing perspective.
The aim of this essay is to carefully examine the existing resources of tourism within the destination their potential and weakness, SWOT and PEST analysis, statistics of tourist visiting and comparing those numbers and their demographic factors so on. Moreover the objectives of this essay is to discuss and me...
Marketing proposes to meet the needs and wishes of consumers ,satisfying them.But, knowledge of consumers is not quite a simple thing. It is possible for them to express their needs and desires and to act however in a way the opposite total;
Consumer behavior incorporates certain activities, decisions or experiences, which satisfy the needs of the consumers. It concerns all the activities that incorporate consuming, obtaining and product disposing of that precedes and carry out these actions (Darling, 2015). The Consumer behavior remains one of the important areas for research in the tourism and marketing fields in terms of travel behavior or the behavior of tourist (Rid, Ezeuduji & Pröbstl-Haider 2014). There are a few comprehensive literature reviews on the behavior of consumer typically described his injurious area with the help of the existing models or concepts of Consumer Behavior. There are exceptions in the insights of the authors who give the review about
When people travel to a destination, they sure have some motivation to motivate them to make the decision. ‘Motivation’ is the key term that will make the tourist to consider the reason to travel around. During the decision making process, people will consider some of the reasons before they confirm travel to a destination. The research that has conducted in The Netherland found out a remarkably high propensity to travel, 70% of the populations are taking one holiday per year and 24% was taking two holidays per year for holiday. Some of the people will affect their decision making by looking at destination image or some of the impact advertising. On the internet, business people will use image and advertising to attract tourist to travel to the destination by using image that they edit before. This is part of the marketing to promote their country to tourist. For family traveler, they will consider the distance and transportation travel to the destination. When go for travel, tourist will bring the whole family to travel. Then, they will consider old people who travel long journey are very hard for them. If one of the family members are senior citizen, they need to consider their healthy. Some of the senior citizen cannot take long journey, such as they have sickness. Bring children go for holiday also need to be consider. Some of the children will afraid of the highest in the plane, so they will feel uncomfortable. There is plenty of reason need to consider before making any decision to travel. For understanding tourist motivation and decision making is for two main reason, planning consideration and economic consideration. (Page & Connell, 2009) Before the tourist travel to a destination, they need to think about culture, climat...
This essay is the respond to the Local Council Member who has wrong idea about a common archetype of adventure tourist. This misconception based on ignorance of current tourism industry, could potentially be a dangerous for local economy and development. The local authority must be well informed about present conditions with the tourism market, before they will make a far reaching decisions about the development direction in this industry. Currently, there are many organisations whose monitoring an international tourism business and this knowledge supposed to be good use for our common good.
Nowadays in the rea of globalization, according to the World Tourism Organization, “seven hundred million people travelled abroad in 2003”, and the number is estimated to increase to 1.6 billion by 2020. (International Labour Organization, 2005). Tourism is spreading in unusual places. A lot of people want to be in the midst of adventure. It is a vital source of revenues for the GDP of many countries. I partially agree that tourism hugely benefits the local community. This essay will discuss some of the economic, social and environment effect of tourism on the host community.
1.2 Problem Formulation In the problem formulation part of my report I would describe the overall situation of the U.K Tourism industry. The service concept of “Simply Travel” will give us information about the services provided by the company. I will find out about the customers, competitors of the company. I will find out what political, economical, social and technological factors affecting the company and its demand situation.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.
To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.