CHAPTER 3 natural and cultural resources.
While tourism represents
TOURISM AND CONSUMER BEHAVIOR
LEARNING OBJECTIVES
At the end of the chapter, students can able to
 What is consumer and how each consumer
behave in tourism and hospitality sectors
 Identify the factors that influence consumer
behavior
 Discuss the effect of each influence on how
consumer select and purchase the product
 Discuss the stages of buyer-decision process
 Explain the role of service quality in customer
satisfaction
 Enumerate different models of consumer behavior
LESSON PROPER
TOPICS TO DISCUSS
 Consumer
 Consumer Buying Behavior
 Factors Affecting Consumer Behavior
 Buyer Decision Making Process
 Models of Consumer Behavior
INTRODUCTION
Tourism is one of the world’s largest economic
sectors1 and one that continues to expand very rapidly,
tourism development can be a powerful tool for economic
growth, poverty reduction, and for the conservation of
an important development opportunity for many countries
and communities, it can also have very negative impacts,
such as disrupting social structures, harming the socio-
cultural authenticity of host communities, and threatening
natural and cultural heritage. Wise planning and
management of tourism development is key to keeping it
a force for good.
Consumer behavior includes individual decision-
making (IDM). IDM has implications in customer
satisfaction, loyalty and other behavioral intentions
toward the organizations’ products and services.
Consumer behavior in hospitality and tourism targets to
study consumers and tourists in different leisure and
touristic places such as hotels, convention centers,
amusement parks, national parks and the transportation
sector. The purchase decision of an individual influenced
by many factors coming from the environment, the
company selling the products, and market stimuli. In the
case of Tourism and Hospitality products, these are
highly perishable and most if the products are highly
expensive. Thus, a consumer needs careful
consideration in buying the items. In this chapter, you will
learn about the characteristics of the consumer and how
a certain consumer behave and react on its market. This
will show also the buying process from the time it selects
until it purchase the items.
Who is a Consumer?
A consumer is a person (or group) who pays to
consume the goods and/or services produced by a seller.
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In the field of economics and marketing, a consumer is
generally defined as the one who pays for a product or
services for satisfaction and fulfillment. A consumer can
be an individual or a group generally categorized as an
end user or target demographic for a product and/or
service.

A consumer is an individual who is also the

decision maker whether or not to buy the product or
service at the market which are influenced by
advertisement and marketing. Tourism and Hospitality
sectors are some of the major contributors in the world
economic sectors and one that continue to expand
rapidly because of the wide and composite products and
services it offers. This shows that consumer plays an
important role in the buying power in both sectors and
greatly influenced by such stimuli and factors stated in
the introduction.
There are certain influences how a consumer
leads to purchase power. This factors are could be from
the environment factors, the buyer’s factors, and the
buyer’s response factors.
Factors that Influence Consumer Behavior
Factors that influence consumer in selecting and
purchasing a product is affected by three factors.
Figure 3.1 Factors Influencing Consumer Behavior
Source: Adapted from Hudson 2008
Motivation
Motivation is derived from the word “motive” which
means need, desires, wants, or drives within the
individual. It is the process of stimulating people to
actions to accomplish the goals. Understanding the key
triggers that lead to the purchase of a tourism or
hospitality product, such as a visit to an attraction or a
hotel booking, is recognized as one of the main factors in
the success of competitive organizations. Central to most
content theories of motivation is the concept of need.
The most popular theory that widely used in this is
the Maslow’s Hierarchy of Needs to outline the level of
needs of an individual. These refers to Physiological,
Safety and Security, Belongingness, Self-Esteem and
Status, and the Self-Actualization. Physiological needs

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refer to basic human requirement for survival. It pertains identifies nine motives which are divided into push and
to food, water, shelter, clothes, something that human pull factors. The push motives are what he calls the
needs to survive. Safety refers to personal and perceived sociopsychological factors while the pull factors are
degree of safety and security. Belongingness refers to classified as cultural motives.
acceptance from the group of people or the society.
Esteem refers to the desire of prestige and status. Self-
actualization refers to the goal of self-fulfillment. Since Push Factors Pull Factors
needs are prioritize due to limited resources, Maslow (Sociopsychological Factors) (Cultural Motives)
ranked them based on their level of importance. The Escape from mundane Novelty
more resources one has, the higher likelihood that the environment Education
higher order needs will be met. Travel and tourism, for a Exploration and evaluation of
great part belong to the higher order needs. self
Relaxation
Prestige
Regression
Enhancement of
kinship/relationships
Facilitation of social interaction
Table 3.1 Push and Pull Factors (Dann 1977 & Crompton
1979)

Further, Krippendorf (1987) elucidates that travel

is motivated by a “going away from” rather than “going
toward” something. Also, traveler’s motives and
behaviour are mostly for self-gain. The traveller’s motives
and behaviour are self-oriented. It classifies these
Figure 3.2 Maslow’s Hierarchy of Needs theories into eight explanation of travel which are:
Dann (1977) describes travel motivators as linked
with Maslow’s hierarchy of needs. He states that there 1. Recuperation and regeneration;
are two factors that make you want to travel: push and 2. Compensation and social integration;
pull factors. The push factors are those that make you 3. Escape;
want to travel while pull factors are those that affect 4. Communication;
where you would want to go. Further, Crompton (1979) 5. Freedom and self-determination;

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 6. Self-realization;
7. Happiness; and
8. Broadening of the mind.
Culture
Culture plays a vital and important role in the
consumer behaviour of the people. Culture refers to the
cumulative deposit of knowledge, experience, beliefs,
values, attitudes, meanings, hierarchies, religion, notions
of time, roles, spatial relations, concepts of the universe,
and material objects and possessions acquired by a
group of people in the course of generations through
individual and group striving.
Cultural factors comprise of set of values and
ideologies of a particular community or group of
individuals. It is the culture of an individual which decides
the way he/she behaves. In simpler words, culture is
nothing but values of an individual. What an individual
learns from his parents and relatives as a child becomes
his culture. In terms of buying, the culture on how the
person buys a product is greatly affect by its culture
background. For example, in the religion of Islam, one of
the prohibited food to eat is pork as it considered to be
baram. It only indicates that Muslim people are not
allowed to buy pork or any food which contains pork item
and only halal foods to buy. The purchase decision was
affected by culture as they need to follow set of beliefs.
Consumer’s decisions including their buying
decisions are affected or rather deeply influenced by
culture.  The theory of cultural determinism holds that
people are what they learn. The ideas, values and beliefs
that people learn as members of society determines their
nature. There are two versions of cultural determinism
and the optimist version holds that human nature is
malleable and that people can be the way they want to
be. Culture is manifested in several ways. At its core are
the values and at the surface are the cultural symbols.
The symbols include words, gestures, pictures and
objects that have specific meanings in particular cultures.
Even the rituals and heroes differ from culture to culture
and each culture has its own.
Research further shows that some cultures pay
more emphasis on family bondage than others. For
example studies shows that in Mexico adolescents are
more likely to seek parental advice or respond positively
to ads with parental figures in the purchase of items
ranging from candy to movies to fashion clothing than
United States (Keillor, Parker, and Schaffer, 1996). This
difference in consumer behavior is primarily because in
the United States the family is defined fairly narrowly, and
is less important than in many other cultures. On the
other hand, the role of family in India is more important
than in more individualistic societies (Kripalani, 2005).
Not only are the items of purchase decided with
reference to the family needs balancing individual and
family requirements and resources, there is also often a
pooling of resources across family members that is not
seen outside Indian culture.
Another factor that affects the consumer behavior
is the level of diversity and uniformity within culture. A
culture that values diversity not only will accept a wide
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array of personal behaviors and attitudes, but is also
likely to welcome variety in terms of consuming food,
dress, and other products and services. Collectivist
cultures tend to place a strong value on uniformity (Mooij,
2004); where as more individualist cultures tend to value
diversity. For example, research shows that in Japan and
China people tend to consume products and avail
services that everyone else is consuming, where as in
United Kingdom and Unites States people are more
inclined to make their own individual decisions bases on
personal preferences and tastes (Sun. Horn, and Merritt.
2005).
Age and Gender
Age refers to number of years a person has been
living. Age is a traditional way of segmenting the market
and also greatly influences customer behaviour. Likes
and preferences of consumers are normally dependent
on their ages. Travel packages are normally tailor-fit
depending on the generation of the target market.
According to Simon Hudson, a traditional way of
segmenting markets has been by age. For example,
many travel suppliers are today targeting the growing
senior market. This market is both lucrative and unique
because it is less tied to seasonal travel, involves longer
trips, and is not wedded to midweek or weekend travel,
so it can boost occupancy rates for business and leisure
travel operators.
For the senior market, too, perceived value is
much more important than price. After people retire, they
may stay loyal to brand names they know best, but the
price points will have to be suitable to a retirement
income. Disney’s recent push to attract visitors in their
fifties and sixties is a good indicator that the baby boomer
bandwagon is picking up momentum, as the majority of
the population in North America starts sliding down the
wrong side of middle age. Some believe that this will
result in a decline in the number of family restaurants and
quick-food services, as these were products demanded
by the baby boomers who are now aging.
Gender may also influence consumer behaviour.
According to a survey commissioned by Spring Hill
Suites, women travel more often than men. This is partly
due to that fact that they spend more of their savings on
getaways. Men don’t mind travelling alone; they prefer
exotic or adventure destinations and they usually
improvise as they go along. On the other hand, women
like to travel with a partner or in a group, they enjoy
cultural visits and don’t leave the slightest detail to
chance. These are just a few of the most common
stereotypes that divide travelling habits into sexes but
because we don’t want to raise suspicion, here are some
figures. There are tons of statistics out there to prove it: A
Spring Hills survey noted that 54 percent of men pack
within 24 hours of a trip, compared to 46 percent of
women. When it comes to business travel, women list
packing as the first thing they do, compared to men who
list booking a hotel as the number one priority.
Social Class
A major influence on one’s purchasing habits and
consumer behavior is the social class in which one finds
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him or herself. Social class is considered an external
influence on consumer behavior because it is not a
function of feelings or knowledge. Social class is often
hard to define; in fact, many people dispute the existence
of social classes in the United States. Usually, however,
people are grouped in social classes according to
income, wealth, education, or type of occupation.
Perhaps the simplest model to define social class is a
three-tiered approach that includes the rich, the middle
class, and the poor. Other models have as many as a
dozen levels. People in the same social class tend to
have similar attitudes, live in similar neighbourhoods,
dress alike, and shop at the same type of stores.
Social class can have a profound effect on
consumer spending habits. Perhaps the most obvious
effect is the level of disposable income of each social
class. Generally, the rich have the ability to purchase
more consumer goods than those with less income, and
those goods are of higher quality. There is also a
distinction in the type of goods purchased. For example,
the upper class tend to be the primary buyers of fine
jewelry and often shop at exclusive retailers. The lower
class, in contrast, are much more concerned with simply
getting by; they focus more on necessities.
Conference tourism refers to all activities
associated with planning, travel to and participation in
conferences and meetings, both domestic and
international. (Ladkin 2006).
Incentive travel is the most lucrative of the MICE
market. Incentive travel comes in the form of a reward for
employees or business partners; hence, luxury is a
natural consequence. Most of the travel requirement are
paid for by giver of incentive, and participants are
sometimes given pocket money for the other needs.
In the Philippines, it has 5 social classes (Social
Class A, B,C,D,E) as A is the highest. In terms of wealth
and education, those who are privilege and possess a
knowledge on what best product to buy tends to buy
quality and customer satisfied products. Travel products
and services are mostly designed fir elite Class AB
market.
Lifestyle
Lifestyle refers to person’s pattern of living as
expressed in one’s activities, interest, and opinions
(Kotler 2010). It portrays the whole person interacting
with external forces. The study of consumer behavior
always has a significant importance for the managers of
marketing. Since the success of business depends on the
consumers’ buying decisions towards product. To
comprehend the behavior of consumers, managers have
to develop the understanding regarding their adopted life
style. The standard of living has a significant impact on
the consumers’ mind-set and its overall potential of
purchasing (Cherian & Jacob, 2012). According to
Hernández, Jiménez, and Martín (2010) lifestyle is based
on the standard of living that explains the people’s
purchasing power. Moreover, Young, Hwang, McDonald,
and Oates (2010) presents a broad definition of lifestyle.
According to him, lifestyle is based on the people’s
thinking, beliefs and attitude towards the society. These
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attitudes, mind-sets and beliefs put significant impact on
the decisions taken by people whether these decisions
are related to their personal life or professional life. The
day to day decisions are also affected by the lifestyle.
Therefore, it is an important aspect for the marketing
managers to analyse the life style of the consumers of
targeted market for the successful product marketing that
enhance their likelihood of increased volume of sales.
Reference Groups
Reference group is a group of people whom you
refer to, while making buying decisions. They help you in
buying items like clothing, etc. Reference groups
influence consumer behavior by building aspirations for
the individual and, helping him to choose the product for
a particular lifestyle. They are small groups and consist of
family, close friends, work groups, neighbours or any
other group of people you associate with.
These groups regulate the lives and set standards
for norms and conduct. In a family, influence is exerted
by the members of the family in the purchase
consumption process. Reference groups affect
consumers by imparting information and by influencing
value expressive needs of the consumers. If one wants to
be a member of the group, one has to conform to the
standards of the group. Their values and attitudes have
to be appreciated and adopted, and one tends to buy and
use the products which the group uses and appreciates.
More homogeneous groups, or group members having
similar characteristics are more susceptible to attitude
changes than the groups whose members are less
homogeneous.
Some individuals have a strong sense of
identification with a group because they derive strong
material or psychological benefit by being associated with
that group. Sometimes, there are pressures of buying,
known as conformity pressures, and one adheres to the
norms of the group. Conformity pressures can be noticed
with norms set by schools and colleges, other
membership organization and military or police
organisation and the like. These can be exerted directly
or indirectly on the members of the group. Successful
marketing encourages individuals to purchase and use
the same products and services used by their reference
group.
Marketing Influences
Advertising Influences. An advertising campaign
is a series of related advertisement with a common
theme or idea that focuses on a specific product, service,
brand, or message. Advertisement is effective in a way
that it attracts and persuade as the first line in the
consumer purchase. This greatly influence the consumer
most especially if the advertisement has a strong
message. It also provides a channel to raise awareness
about the serious problems. Advertising campaign
encourage consumer to quit smoking, use eco-friendly
materials in purchase of products, and even create
awareness about the effect of human action in the tourist
destinations.
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 Promotional Influences. Promotion is any form of
communication that a company uses to create a
favourable image of its product or services. Coupons and
Samples may be encourage to purchase by consumers.
Promotions such as free night accommodation, extra
points in the loyalty card, and even category promo of a
restaurants.
People who are important in Buying Process
Initiator - Initiators are the players who recognize that
there is a need to be satisfied or a problem to be solved.
This might come from a drive for efficiency due to the fact
that some equipment will need replacing. There could be
many reasons which stimulate the initiation.
Gatekeepers - Gatekeepers are individuals who press
the stop/go button in the process. Often gatekeepers will
be proactive in searching for information and delivering
recommendations for those decision makers further up
the line.
Buyers - Buyers are the professional function within an
organization generally responsible for purchasing. They
are given a brief with a series of criteria against which to
judge potential products or services, and their suppliers.
They tend to be responsible for sourcing and negotiation.
Decider - Deciders in a large organization certainly are
responsible for making the final deal or decision. Their
role carries the responsibility of placing the final order.
They might be senior managers or agents acting on
behalf of an organization in the market.
Users - Users are those who put the service or product
into operations once the deal has been clinched. Their
opinions will be important especially if they are using
manufacturing equipment, using software to improve
customer satisfaction, and so on
Influencers - Influencers are those who may have a
persuasive role in relation to the deciders. They may ne
specialists who make recommendation based on
experience and their knowledge of product and service.
Example: consultants employed by businesses to help
deciders make a final decision.
The Buyer-Decision Making Process
Before discussing the buying process, it is
important to recognize that various buying situations will
have an influence on this process. First of all, consumers
are likely to display various levels of commitment,
depending on the nature of the purchase. It has been
suggested that there are three such levels (Howard and
Sheth, 1969):
1. Extended problem solving: In this situation, such
as the decision to take a long-haul holiday, the
consumer is likely to have a deep level of
commitment, to make a detailed search for
information, and to make an extensive comparison
of the alternatives.
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 2. Limited problem solving: In this situation, the
consumer will have some degree of knowledge or
experience already, but many factors will be taken
for granted and the information search will be far
more limited. A second holiday at a favorite skiing
destination may be purchased in this way.
3. Habitual problem solving; This is a repeat
purchase of a tried and tested short break or day
excursion, which requires little or no evaluation.
The purchase is made primarily on the basis of a
previous satisfactory experience and a good
understanding of the destination or brand name of
the tourism or hospitality offering.
Figure 3.3 Stages of Buying Decision-Making
Process
Need Recognition
The buying process starts with need recognition.
At this stage, the buyer recognises a problem or need
(e.g. I am hungry, we need a new sofa, I have a
headache) or responds to a marketing stimulus (e.g. you
pass Starbucks and are attracted by the aroma of coffee
and chocolate muffins). An “aroused” customer then
needs to decide how much information (if any) is
required. If the need is strong and there is a product or
service that meets the need close to hand, then a
purchase decision is likely to be made there and then. If
not, then the process of information search begins.
Information Search
Once consumer recognized a specific needs, he
may or may not be prompted to search for more
information. The eagerness for more information will
depend on the strength of the desire, information that the
person may already have, and the satisfaction he may
get from the additional information he gains.
Information may be obtained through personal
sources: such as family, friends, and neighbours. It could
also seek information from commercial sources:
advertising; salespeople; retailers; dealers; packaging;
point-of-sale displays and also public sources such as
newspapers, radio, television, consumer organisations;
specialist magazines. It could also seek information
through experiential sources: handling, examining, using
the product. The usefulness and influence of these
sources of information will vary by product and by
customer. Research suggests that customer’s value and
respect personal sources more than commercial sources
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(the influence of “word of mouth”). The challenge for the
marketing team is to identify which information sources
are most influential in their target markets.
Evaluation of Alternatives
As you might expect, individuals will evaluate
different products or brands at this stage on the basis of
alternative product attributes – those which have the
ability to deliver the benefits the customer is seeking. A
factor that heavily influences this stage is the customer’s
attitude. Involvement is another factor that influences the
evaluation process. For example, if the customer’s
attitude is positive and involvement is high, then they will
evaluate a number of companies or brands; but if it is
low, only one company or brand will be evaluated.
Consumers tends to evaluate the product as well
based on the capacity and condition. Based on resources
which are available to them at the time of purchase, they
are close to making a decision on which product to buy.
Resources may include time, money, brand image,
availability of flights, and convenience of making the
purchase. For example, if you are planning a trip to
Singapore, you will have to compare the airfare costs of
several airlines such as Cebu Pacific, Philippine Airlines,
Air Asia, and Tiger Airways. You will consider also the
schedule of flights because if you want to maximize your
trip, you should leave Manila in early morning.
Purchase Decision
The penultimate stage is where the purchase
takes place. Philip Kotler (2009) states that the final
purchase decision may be ‘disrupted’ by two factors:
negative feedback from other customers and the level of
motivation to accept the feedback. For example, having
gone through the previous three stages, a customer
chooses to buy a new telescope. However, because his
very good friend, a keen astronomer, gives him negative
feedback, he will then be bound to change his
preference. Furthermore, the decision may be disrupted
due to unforeseen situations such as a sudden job loss or
relocation.
Post-Purchase Decision
In brief, customers will compare products with their
previous expectations and will be either satisfied or
dissatisfied. Therefore, these stages are critical in
retaining customers. This can greatly affect the decision
process for similar purchases from the same company in
the future, having a knock-on effect at the information
search stage and evaluation of alternatives stage. If your
customer is satisfied, this will result in brand loyalty, and
the Information search and Evaluation of alternative
stages will often be fast-tracked or skipped altogether.
On the basis of being either satisfied or
dissatisfied, it is common for customers to distribute their
positive or negative feedback about the product. This
may be through reviews on website, social media
networks or word of mouth. Companies should be very
careful to create positive post-purchase communication,
in order to engage customers and make the process as
efficient as possible.
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 Kotler (2000) defines Satisfaction as a person’s
feelings of pleasure of disappointment resulting from
comparing a product’s perceived performance in relation
to his expectations. In tourism, it is generally known that
high quality service would result in tourist satisfaction,
creating positive word of mouth leading to repeat visit.
(Som & Badarned 2011)
Customer Satisfaction equals Service Quality
Marketers can be creative in reducing post-purchase
dissatisfaction by keeping in touch even after the sale
been made. Thank you Letter, a small token/gift/souvenir,
a feedback form soliciting suggestions for improvement.
Service Quality as defined in businessdictionary.com
is an assessment of how well a delivered service
conforms to the client’s expectation. Service business
operators often assess the service quality provided to
their customer in order to improve their service, to quickly
identify problems, and to better assess client satisfaction.
Figure 3.4 Relationship of Service Quality, Service
Satisfaction, and Word of Mouth
Models of Consumer Behaviour
Industrial and Individual Consumer Behavior Model
Understanding buyer behaviors plays an important
part in marketing. Considerable research on buyer
behavior both at conceptual level and empirical level has
been accumulated. There are two types of buyers −
 Industrial (organizational) buyer
 Individual consumer
Organizational buying behavior has many distinctive
features −
 First, it occurs in a formal organization which is
caused by budget and cost.
 Second, in some conditions, joint decision-making
process may occur, and this is not possible in
individual buying behavior.
 Finally, conflict occurs and they are hard to avoid
in the joint decision making process.
In order to understand the organizational buying
behavior, we first consider who will be involved in the
buying process and what their expectations are. At least,
purchasing agents, engineers, and final consumers will
participate in the buying process.
11 | P a g e - P R O F . P A T A L E N
The potential of different decision maker are different in
different situations. In this model, there are five different
sets of variables determining the expectations of the
individual − The individuals' background, information
sources, vigorous search, the selective bend of the
information based on their previous information and
expectations, satisfaction with previous purchase.
Except the perceptual distortion, the other four
variables that are easy to gather information.
The second part of the model is regarding the
industrial buying processes − Independent decision
which means that the decision is delegated to one
department, joint decision processes.
The product-specific factors (the perceived risk,
the type of purchase, and time pressure) and the
company-specific factors (company orientation,
company size, and degree of centralization) will
determine the type of factor.
The greater the apparent risk, the more preferred
to joint decisions. If it is a life-time capital buy, the more
likely the joint decision will take place.If the decision has
to be made at an emergency, it is likely to entrust to one
party. A small and privately-owned company with
product or technology orientation will lean towards
independent decisions. While a large public company
with decentralization will tend to have joint decision
process.
Economic Man Model
In this model, consumers follow the principle of
maximum utility based on the law of diminishing
marginal utility. Economic man model is based on the
following effects −
 Price Effect − Lower the price of the product
more will be the quantity purchase.
 Substitution Effect − Lower the price of the
substitute product, lower will be the utility of the
original product purchase.
 Income Effect − When more income is earned, or
more money is available, quantity purchased will
be more. The economic theory of buyer’s
decision-making was based on the following
assumptions −
As consumer resources are limited, he would
allocate the available money which will maximize the
satisfaction of his needs & wants.
Consumers have complete knowledge about the
utility of each product and service, i.e., they are capable
of completing the accurate satisfaction that each item is
likely to produce. As more units of the same item are
purchase the marginal utility or satisfaction provided by
the next unit of the item will keep on decreasing,
according to the law of diminishing marginal utility.
Price is used as a measure of sacrifice in obtaining
the goods or services. The overall objective of the buyer
is to maximize his satisfaction out of the act of purchase.
The Psychoanalytic Model
The model suggests that human needs operate at
various levels of consciousness. His motivation which is
in these different levels, are not clear to the casual
12 | P a g e - P R O F . P A T A L E N
observer. They can only be analyzed by vital and
specialized searching.
Sociological Model
This is concerned with the society. A consumer is
an element of the society and he may be a member of
many groups and institutions in a society. His buying
behavior is influenced by these groups. Primary groups
of family friend’s relatives and close associates extract a
lot of influence on his buying. A consumer may be a
member of a political party where his dress norms are
different from different member. As a member of an elite
organization, his dress needs may be different, thus he
has to buy things that confirm to his lifestyle in different
groups.
SUMMARY
 Consumer behaviour is the process and activities
people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing
products and services so as to satisfy their needs
and desires.
 Tourism marketing scholars and from the book of
Hudson identifies factors influences in the
consumer buying behaviour. These are pertains to
motivation, culture, age and gender, social class,
lifestyle, life cycle, and reference groups.
 The stages of individuals buyer’s decision process
making are: need/problem recognition, information
search, exaluation of alternatives, purchase
decision, and post-purchase decision.
 High quality result means service quality.
 There are various models of consumer behaviour
such as Industrial and Individual Consumer
Behavior, Economic Man Model, Psychoanalytic
Model, and Sociological Model.
SELF-PROGRESS TEST
Guide Questions:
1. Who is Consumer? Who are the consumers in the
Tourism and Hospitality sectors?
2. What are the factors that influence consumer
behaviour? Give examples of how they are applied
in the Philippine setting.
3. Discuss the stages of buyer decision making
process.
4. What is the role of service quality in the consumer
perspective? Explain and give one example
5. Determine some of the models of consumer
behaviour and how it applies in the tourism and
hospitality setting.
Quiz Master:
_______________ 1) is a person (or group) who pays to
consume the goods and/or services produced by a seller.
_______________ 2) is derived from the word “motive”
which means need, desires, wants, or drives within the
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individual. It is the process of stimulating people to
actions to accomplish the goals.
_______________ 3) Plays a vital and important role in
the consumer behaviour of the people. It refers to the
cumulative deposit of knowledge, experience, beliefs,
values, attitudes, meanings, hierarchies, religion, notions
of time, roles, spatial relations, concepts of the universe,
and material objects and possessions acquired by a
group of people in the course of generations through
individual and group striving.
_____________ 4) is a group of people whom you refer
to, while making buying decisions.
______________ 5) are the players who recognize that
there is a need to be satisfied or a problem to be solved.
Answer:
1. Consumer
2. Motivation
3. Culture
4. Reference Groups
5. Initiator
Suggested Activity:
1. Make a report about the different consumer in the
marketplace. For a Child, and Adult, and a Senior
Market. It could be your friends, family or relatives,
colleagues. Ask them about the factors that
influence them in availing product or service on the
following situations:
a. Buying food item in a restaurant
b. Looking for travel packages of travel
agency
c. Recreation or vacation purpose in a resort
2. Write an assessment report and identify each
market on the 3 scenario.
References
Books
Bowen, Kotler, Make 2014. Marketing for Hospitality and
Tourism. 6th Edition. Pearson Education Limited
Gatchalian-Badilla, Maricel 2015. Tourism Marketing. 1st
Edition. REX Book Store
Hudson, Simon 2008. Tourism and Hospitality Marketing:
A Global Perspective. 1st Edition. Sage Publication Inc.
Internet Sources
https://www.linkedin.com/pulse/20140908174823-
354556068-does-culture-influence-our-consumer-behavior-if-
so-how
https://courses.lumenlearning.com/boundless-marketing/
chapter/social-influences-on-the-consumer-decision-process/
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https://www.wisdomjobs.com/e-university/consumer-
behaviour-tutorial-94/definition-of-reference-group-
10502.html
http://www.ccsfmarketing.com/consumer-decision-
making.html

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