The term Consumer can be referred to an individual or a group of people, such as tourists. The process of analyzing such bodies is very important, so as to get certain estimations about the new or ongoing businesses progressions. Tourist consumer behavior is an occurrence which can be described and explained in many different forms such as the observation of decision making, purchasing patterns and habits of the general public (Haydn, 2002).
Another more self-explanatory explanation is the study of individuals, groups or organizations and the methods they use to select, secure, use and dispose of products and services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and the society (Hawkins, 2007). After conducting the consumer’s behavior examination, assured facts and figures are collected regarding, who is purchasing, utilizing and disposing the specific brands, goods and services and at what time and where these goods and services are in extreme demands or average demands especially, in this case, by tourists.
Outcome of such a study of a tourists consumer behavior can also give ideas bout how new products can be utilized or how existing items of exercise are being used and if a specific product is not being used, then what is the reason behind the lack of knowledge about the product, place or service by tourists. Due to recent world events and advances in technology, the consumer trends of generations have changed.
In the modern market world competition is very tough, therefore to attract tourists, who are already being invited and enticed by other rival tourist destinations, management of the tourist consumer behavior is really important as it plays a fundamental role in developing the strategies for marketing rodents and services in much better ways then other rival companies. According to Hawkins and Motherboards (2007), all marketing decisions are based on assumptions and knowledge of consumer behavior.
By better management and understanding of their behavior, tourist loyalties can be won more easily. A research by Begin, Sanchez and Sanchez (2001) shows that quality has a positive influence on satisfaction and intention to return and that satisfaction determines the willingness to recommend the destination. Therefore, in order to manage tourist’s consumer behavior with the intension of achieving marketing success, one needs to perform retain activity, the results of which will lead a company in the right direction towards a tourist’s heart and mind.
It will also give one an idea about when, where and how a new or better product/service should be launched. Marketers must first know their target market’s behaviors, before they build up a marketing approach which may consist of market segmentation, setting objectives and positioning for the product or facility. Similarly, firms and organizations, by keeping in mind the consumer study can perk up their marketing tactics.
Following are the issues that need to be understood: Identifying the psychology of tourists y examining how they think and select a brand or destination amongst different substitutes or options. An understanding of the surroundings and environment around the tourist, including trot a Tamil and media’s point to view. Understanding about why a tourist’s decision approach is different in selecting products. Knowing their interests and realizing the level of importance they hold towards a specific want or need.
After understanding the above mentioned factors, a business can fabricate and employ improvement strategies so developments and improvements can be made accordingly. Such promotional approaches can lead to improved marketing campaigns as well. The purpose of all such efforts is the same – to satisfy the wants of a tourist and for the products and services to reach the tourist market in a more effective and direct manner. But what is marketing success with respect to a tourist’s consumer behavior?
The answer to such a question is explained by the simple fact that, at the moment, the earnings of an industry are entirely reliant on its marketing capacity and effectiveness which meaner, that a company is doing whatever it can to convince a sufficient amount of customers to pay the required sots for ones services and products, so as to make profits in the respective business field. Different types of tactics can be adapted to achieve marketing success, for example it is common knowledge cold drinks and pop corns are mostly used as refreshment for the duration of watching movies either in cinema or at home.
This fact is the reason that advertisements for such food items are shown prior to movies in order to achieve the product’s success. In order to for companies to attract customers they must understand the purchasing patterns of the consumers, to learn owe they have changed with time and events and to develop techniques to appeal to consumers (Renee, 2006). Some key factors related to a tourists purchasing behavior include, first of all, making of marketing policies such as planning an effective marketing campaign.
Understanding certain facts regarding the campaign is quite essential, for example people will be interested in tourist destinations related advertisements only when it shows them something very different from their everyday lives, a sense of peace and enjoyment for the entire family. Secondly, a business policy should be formulated keeping in mind the interests of the tourists. For example, travel packages for different kinds of tourists should be made, with all the information they need to decide the best options available to them, being displayed or provided to them beforehand in order to facilitate them.
Thirdly, marketing should involve certain activities and specific types of social marketing which would allow representatives of the company to get in touch with probable tourists, allowing them to get their thoughts directly before starting any product’s selling program. Fourthly, by studying a tourism consumer’s behavior different travel packages, for tourists of varying economic backgrounds, can be formed allowing a growth in customer loyalty and making way for marketing success.
The study of the social environment of a tourist destination, which is a huge part of a tourist’s consumer behavior, also holds a great deal of importance on the road to marketing and business success. As Mouthing (1987) suggests, for understanding a tourist’s consumer behavior, it is essential to survey the relationship between many influencing elements culture, the association between people and their environment, supposed risks and family decision processes.
As a tourism company, certain aspects such as culture, security, food, attain, customs, accommodation, transport, weather and availability to interesting things to do should be considered and kept in mind when targeting the tourist markets. According to a research by Sung Chon (1991) in the form of a questionnaire, aspects of tourism like scenery and safety really increases the positive experience of travelers. According to the results of numerous researches and observations, motivation of the tourists plays a very big role in their behaviors and activities.
In other words, the needs of the consumers (Mascot, 1943) are to be looked for and satisfied as much as possible. From amongst the many theories about the needs of consumers, Mascots Hierarchy of Needs is perhaps the most famous as well as the simplest of all such theories. Other theories, like those of Mill and Morrison (1985), also see travel as a need or want satisfier. In the same way, Dawn’s (1977) motivators of tourism can also be linked with Mascots hierarchy. Danna suggests that there are two basic factors for traveling, the push factors and the pull factors.
Every tourist destination may not have the same standards of law or living as other places, even though they may offer a lot of new and different kinds of adventures. In the same way, a destination may not have as many out of the usual way of life adventures available, even if they have the same level of living and security as the target markets home. The main point is, a tourism firm has to keep in mind the social environment, bringing out the best and most unique of the adventures and experiences available to visiting tourists while also informing and advising them of what to do and what not to do during their stay.
Firms should look into the social order of the destination, study what it has to offer and at what costs, and only then should decide about who the target market should be. In order to form successful marketing strategies it is necessary for a business to have the identification of the needs of the consumer as a high priority and first step while keeping the required end result as the satisfaction of those needs.
Along with market segmentation, relationship marketing, where connections are built with customers to find out their needs and database marketing, where the tourists buying and spending money practices are monitored should also be kept up and running, to achieve the best results in understanding tourist behaviors by providing them with services and destinations according to their needs ND spending capacity. In conclusion, a successful and true understanding of a tourist’s consumer behavior would allow a company to produce relevant services as demented by the tourists.
It would allow quick provision of a travel plan as soon as it is demented by a tourist, at very affordable rates. It would help the company determine the most effective method of promotion leading to an overall better organizational performance and most important of all, it would lead to fulfillment of a firm’s objectives, as well as those of the tourists. It can be said that the study of a Uris’s consumer behavior and conducts is inescapable.