Module 3

Tourism and Consumer

Behavior
Learning Objectives

At the end of the discussion, the student should…

• Identify the factors that influence consumer behavior;
• Discuss the stages of buyer decision-making process;
• Explain the role of service quality in customers
satisfaction;
• Differentiate individual vs. organizational buyer behavior;
and
• Enumerate the different models of consumer behavior.

Tourism and Consumer Behavior

Consumer Behavior
• Consumer behavior is a process and activities people
engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and services to
satisfy their needs and desires.

Tourism and Consumer Behavior

“CONSUMER BEHAVIOR”
Consumer Behavior in Tourism
• Perception is reality
• Perceptual Biases
• Selective Retention
• Closure

Tourism and Consumer Behavior

“CONSUMER BEHAVIOR”
 Tourism and Consumer Behavior
“THE BUYER DECISION-MAKING PROCESS”
 Tourism and Consumer Behavior
“BENEFITS OF SERVICE QUALITY”
Types of Tourists • Inbound Tourist
Cohen’s Model • Outbound Tourist
• Drifter
• Explorer Types of Tourist by Tourism
• Individual Mass Tourist • Experiential Tourist
• Organized Mass Tourist • Adventure Tourist
• Dark Tourist
Plog’s Model • Cultural Tourist
• Allocentric Tourist • Eco Tourist
• Psychocentric Tourist • Medical Tourist
• Mid-Centric Tourist • Religious Tourist
• Business Tourist
Types of Tourist by Destination Type
• Domestic Tourist
• International Tourist

Tourism and Consumer Behavior

“TYPOLOGY OF TOURIST”
Cohen’s Model

Tourism and Consumer Behavior

“TYPOLOGY OF TOURIST”
Plog’s Model

Tourism and Consumer Behavior

“TYPOLOGY OF TOURIST”
Type of Tourist by Destination Type
• Domestic Tourist

Tourism and Consumer Behavior

“TYPOLOGY OF TOURIST”
Type of Tourist by Destination Type
• International Tourist

Tourism and Consumer Behavior

“TYPOLOGY OF TOURIST”
Type of Tourist by Destination Type
• Inbound Tourist

Tourism and Consumer Behavior

“TYPOLOGY OF TOURIST”
Type of Tourist by Destination Type
• Outbound Tourist

Tourism and Consumer Behavior

“TYPOLOGY OF TOURIST”
Type of Tourist by Tourism
• Experiential Tourist
• Adventure Tourist
• Dark Tourist
• Cultural Tourist
• Eco Tourist
• Medical Tourist
• Religious Tourist
• Business Tourist

Tourism and Consumer Behavior

“TYPOLOGY OF TOURIST”