Consumer Behavior in Tourism, Summaries of Business Systems

Download Consumer Behavior in Tourism and more Summaries Business Systems in PDF only on Docsity! On the other hand, any purchasing and consumption decision is made based on variables. In addition, these variables are not equal to important. It is usually the price that is in confrontation with the rest. It must be joined that the passage of time makes these variables change. Consumption behaviors vary over time. They also mutate from generation to generation. Finally, the tourist does not decide to buy and consumes isolated last, but is affected by the environment. This environment, being not stable, produces changes in tourist behaviors. Behavioral study is usually done through surveys. Sometimes the consumer lies or doesn't really know the variables and their consumption patterns. That's why the marketing man has developed other study mechanisms such as observation or surveys that preserve intimacy. 2. The process of making a decision to buy tourist products The study of consumer behaviour involves two questions: purchasing and consumption. Buyer and consumer respond to different needs and require different study and responses from marketing. The most studied thing has been the purchase process. This process is:  Not compact. It has phases and each of them is necessary  A nonlinear process. They may have: o Alterations in order. That is, each stage in the theoretical order does not have to be addressed o Phase overlays. That is, several phases can be addressed at once  Group, mostly. It lengthens the process in time and includes complexity  A non-isolated process. The tourist is influenced by external and internal factors  A rational buying process The purchase process begins when the individual receives an external stimulus and recognition of the desire to travel arises. The inputs that trigger the process can be varied: previous decisions, changes in the economic level, etc. Some of these motivations can be managed by marketing men: forums, news, advertising, etc. The next phase is to search for information. This phase, being the purchase of tourist products a decision of high involvement and risk, is very relevant and extensive. Until the emergence of the Internet this phase was slow. The evaluation and identification of the most attractive alternatives open a new stage. The purchase decision can be complicated by being a group decision. The decision of the choice of the store where the purchase will be made serves as a bridge between this phase, as it is the last of the decisions and the act of purchase itself. The decision of the establishment and the form of acquisition is not only made according to the price of the product. Saving time, physical effort, the possibility of customized products, etc. are variables that influence the final decision. In this type of purchase is vital the post-purchase phase, which is the one that goes from the acquisition of the trip until it is made. This phase is not immediate, so expectations are encouraged. Atmospheric weather data, events, etc. are searched.  Personal factors  Other elements: both Macroentorne and Microentorno. External factors  Marketing actions. Companies implement marketing strategies to influence demand, incentivizing it, awakening desires, etc.  Reference groups: these are groups of people with which we are identified in a way that assumes their rules, values and patterns of behavior. (friends, family, etc.) There are several types of reference groups. Aspiration reference models are used as models, they are the ones we would like to look like. Membership groups are: o culture. Each culture has values that are reflected in ideas, attitudes or rites. They are also very firm values because they are assimilated from birth. o family. It depends on the product and the stage of the family life cycle in which we are. Decisions are made by one of the members or together. o social class. All societies are stratified in classes. Membership in a class is not only rent, but also the job, background, housing area, etc. We can describe them as groups of people who:  They are open although in practice they are more closed  They offer homogeneous behaviors  They have some solidarity among their members  They have antagonistic relationships between classes  There is a certain hierarchy Internal factors  Learning or experience. Learning is the change in the behavior of the individual that is derived from previous behaviors in similar circumstances. We found several theories: o Behavioral theories. We learn it through "test and error". If it has been satisfactory, they will accentuate our behavior. This theory better explains impulsive buying behavior. o Cognitive theories. Learning changes the way we respond through mental analysis. This theory better explains rational purchases.  Motivation, perception and attention. o Motivation is the stimulated need that the individual seeks to satisfy For consumption is key because every process begins in a desire that is stimulated. o Perception is the meaning we give, based on past experiences, to the stimuli we receive from our senses. o Tools such as advertising, design, etc. should capture the attention of the potential customer and pass the filter of perception.  personality. Personality conditions the way we consume but the difficulty of their study has led the marketing man to study more than personality, lifestyles as a reflection of consumption of those personalities.  attitudes. It consists of knowledge and positive or negative feelings towards an object, let us have experience and knowledge of it or not. Consumers can develop negative attitudes at three levels: o Product (e.g. tobacco) o Company or brand (e.g. made in China) o Towards marketing strategies