Consumer behavior is considered a very important aspect of analysis in every marketing activity and especially in the tourism sector, regardless of the type of tourism or tourist destination. In order to take adequate action in the field of and tourism marketing, you need to understand how people make travel decisions, how their personality affects these decisions; analyze what motivations affect this; how attitudes are formed and how different groups influence overall consumer behavior.
What is consumer behavior in tourism?
Consumer behavior can be defined as a set of actions, attitudes, and decisions regarding the choice, purchase, and consumption of tourism products and services, as well as its reactions after consumption.
Because a tourist product is normally a complex package of services, it generates complex types, specific behavioral strategies, and specific features of consumer behavior.
What is the practical relevance of studying consumer behavior in tourism?
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