CHAPTER 3

TOURISM AND CONSUMER BEHAVIOR

Objectives:

At the end of the chapter, the students should be able to:

1. identify the factors that influence consumer behavior;

2.discuss the stages of the buyer decision-making process;

3. explain the role of service quality in customer satisfaction;

4. differentiate individual versus organizational buyer behavior;and

5.enumerate the different models of consumer behavior.

INTRODUCTION

Consumer behavior is the process and activities people engage in when searching for, selecting.
purchasing, using, evaluating, and disposing products and services to satisfy their needs and desires (Belch &
Belch 2008). Purchase decisions, especially for tourism products are usually arrived at after a long and detailed
process of information search, brand comparisons, and evaluation. Tourism products are too expensive to be
bought on impulse. Thus, a careful examination of choices is made before an actual purchase happens. We will
learn in this chapter that there are many factors that influence consumer behavior, and purchase is often not
just attributed to the price of the product.

FACTORS THAT INFLUENCE CONSUMER BEHAVIOR

Tourism marketing scholars identify key factors that have an influence over consumer
behavior, as follows:(1) motivations,(2) culture,(3) age and gender, (4) social class, (5) life-style. (6)
life cycle. (7) reference groups, and (8) personality and self-concept.

Flgure 3.1 Factors Influencing

Tourist Consumer Behavior

Seane: Adapiel from Hasbon(2008)
 Chapter 3 TOURISM AND CONSUMER BEHAVIOR·39

Table 3.1 Push and Pull Factors (Dann 1977 & Crompton 1979)

Push Factors Pull Factors

(Sociopsychological Factors) (Cultural Motives)

escape from mundane environment novelty

exploration and evaluation of self education

relaxation

prestigeregressionenhancement of
kinships/relationshipsfacilitation
of social interaction

Further, Krippendorf (1987) elucidates that travel is motivated by a “going away from”
rather than “going toward” something. Also, traveler's motives and behavior are mostly for
self-gain.

The traveler's motives and behaviors are self-oriented.Krippendorf classifies these the-ories
into eight explanations of travel which are:
1. recuperation and regeneration;

2.compensation and social integration;

3. escape;
4. communication;
5. freedom and self-determination;
6.self-realization;
7. happiness;and
8.broadening of the mind.

Culture
The impact of culture cannot be disregarded in the study of consumer behavior.
Researchers have looked into how culture has affected consumer behavior. Social scientist Geert
Hofstede helps explain how culture impacts the global marketing arena through his research work.
The cultural framework of Hofstede can be used to explain the differences in consumer behavior
across countries, and can be a guide in increasing efficiency in global marketing, Hofstede
discloses the five dimensions of culture, as follows: (1) power distance, (2)
individualism/collectivism, (3) masculinity and femininity, (4) uncertainty avoidance,and (5)
long-term and short-term orientation. A sixth dimension was recently added, that is, indulgence
versus restraint.
Hofstede,in his website(www.geert-hofstede.com), defines cultwre as the collective mental
programming of the human mind which distinguishes oné group of people from another. This kind
of programming influences patterns of thinking which are reflected in the meaning people attach to
various aspects of life and which become crystallized in the institutions of a society. In the same
website, scores of different countries can be found.
 46·TOURISM MARKETING

money that buyers will get from the travel dea1.This is also dependent on product arail ability
and validity, hidden features, and budget. Post-purchasesatisfaction is exhibited through
positive word of mouth, repeat business (some admitted to it being addicting and referral to
friends.An unpleasant redemption experience does not necessarily leadt non-consumption.
Cost is still the primary reason for repeat purchase.

Source (used with permission):Badilla,Ma. Criselda G., and Sy,Charmielyn C.“Traveler Mo

tivation, Experience and Level of Satisfaction from Travel Deals bought through Onlin Group
Buying Sites. ” Paper presented at the 12h APacCHRIE Conference in Kual
Lumpur,Malaysia,2014.

Points to Ponder:

What are the main factors that make people decide to purchase travel deals from group
buying sites?

Across all types of markets, is cost always the main factor for purchase?

ORGANIZATIONAL BUYER BEHAVIOR

The organizational buying process is a more formal version of the consumer bu process
discussed earlier in the chapter. Organizations are more complex because more ple are involved
in the decision-making process, and there is greater demand for a variet products and
services.Organizations buy in bulk for group consumption while consu usually purchase in retail
for personal consumption. Hence, marketers give importan understanding buyer behavior of
organizations primarily because they generate big time and revenues.
Organizational buyers commonly respond to both economic and personal fa (Kotler et al.
2010). Major influencers of purchase would include cost and economic out organization's
objectives and personal agenda, interpersonal factors at play between b and sellers, and
personal motivations, perceptions, and preferences.
The purchase decision process in organizations is more complex than that of indi
purchases. Kotler et al. (2010) describe the process as follows:

1. problem recognition
2.general need specification
3. product specification
4.supplier search
5.proposal solicitation
6. supplier selection
 Chapter 3 TOURISM AND CONSUMER BEHAVIOR·45

.A thank-you letter, a small token/gift/souvenir, and a feedback form soliciting suggestions for
improvement can help make customers feel good about their purchase.

Service quality as defined in businessdictionary.com is an assessment of how well a deliv-ered

service conforms to the client's expectations. Service business operators often assess the service
quality provided to their customers in order to improve their service, to quickly identify problems, and to
better assess client satisfaction.

Benefits of Service Quality

Kotler et al. (2010) elucidate some benefits of service quality:

1. Customer Retention. Service quality helps build loyalty among customers and makes these
customers speak positively about the service provider.

2. Avoidance of Price Competition. Providing high quality service helps in maxi-mizing potential
revenue and veers the company away from a price war.

3. Retention of Good Employees. When an operation is well run and produces high quality
products, recruitment, training, and retention of employees are easy.

4. Reduction of Costs. Costs are minimized if there are repeat customers, absence of a price war,
and low turnover rate of employees.

Figure 3.5 Relationship of Service Quality, Customer Satisfaction and Word of Mouth

Marketing Nuggets: Traveler Motivation, Experience, and Level of Satisfaction

from Travel Deals bought through Online Group Buying Sites

In a study conducted on consumers of travel products using group buying sites

(GBS) such as MetroDeal, Living Ensogo, and Deal Grocer, the consumer's motivations,

experiences, and level of satisfaction were studied through an online survey and focus

group discussions.

Data revealed that consumers purchase from GBS mainly due to the following
factors: cost savings, more deals to choose from, convenience and ease of purchase due

to availability of multiple payment options, easy access to information, credibility,and

user-friendliness of the site. Purchase behavior is dependent on the perceived value for
44·TOURISM MARKETING

flight and depart Singapore in an evening Hight. As for brand image, all are low-cost carn except
for PAL, so it will not be a significant factor in your decision making,Other thing consider would
be the availability of flights on your preferred schedule and the conveni of purchasing the tickets
online.

Purchase Decision

This is the stage most awaited by tourism marketers. This is when consumers aca make
the purchase decision. At this stage, marketers should facilitate the speed and c nience by which
the products or services reach the consumers. Distribution networks she be made available and
access to the products easy and fast.

In one staycation my family had within the city, we were craving for hotcakes, decided to
order delivery from a popular fastfood chain. The one-number delivery systen most fast food
chains helps make access to their food items easy.However,I was informe the agent that since
my order was diverted to another branch (because the nearest brand us was still closed) it will
take one hour for the orders to arrive. I was surprised at the le of time it will take for the order to
be delivered. Hence, I decided to cancel my order and another fastfood chain instead. In a
matter of minutes (less than the 30-minute delivery time the agent told me), my order arrived at
the door of our 33rd floor condominium Since I have made the decision to buy hotcakes, my
choice of supplier depended on howe I could get them from my chosen supplier. Regardless of
how good a product is, if it isl for clients to avail of it, they will most likely switch brands.

Post-purchase Evaluation

It is extremely important for product and service providers to ensure that customers a good
experience with the product. This will facilitate positiveword of mouth. Customet isfaction can have
different degrees, as follows: extremely satisfied, satisfied, neutral, dis fed,and extremely dissatisfied.
Tourists have pre-departure expectations which are comp to their post-visit experience. To gain positive
word of mouth, clients need to be satishi the very least. Actions for revisit and recommendations to friends
would be prompted b treme satisfaction. Conversely, extremely dissatisfied customers may pass on
negative wor mouth,and are the ones most likely to complain. In short, customer satisfaction has a po
correlation with word of mouth. The more satisfied customers are, the more likely they spread good things
about the product or service. They are also more likely to repeat pur and recommend the product or
service to their friends (Ziethaml et al. 1996).

Koder (2000) defines satisfaction as a person's feelings of pleasure or disappoin resulting

from comparing a product's perceived performance in relation to his expecti In tourism, it is
generally known that high quality service would result in tourist satisfad creating positive word of
mouth leading to repeat visits (Som & Badarneh 2011).

44·TOURISM
CUSTOMER MARKETING
SATISFACTION THROUGH SERVICE QUALITY

Marketers can be creative in reducing consumer post-purchase dissatisfaction by ked in

touch even after the sale has been made and knowing how to address customer compll
 Chapter 3 TOURISM AND CONSUMER BEHAVIOR·43

ippines, entrepreneurs started asking themselves, what about those who do not drink coffee? Hence,the birth
of milk tea shops.

Information Search

Once a consumer recognizes a specific need, 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 maỷ be obtained through personal and commercial sources and the Inter-net. Personal sources
include asking family, friends, and acquaintances about their knowledge and experience about the products or services
you need. Commercial sources include adver-tisements, samples, brochures, sales agents, displays, and signages that
you have seen. Personal sources are more likely to be credible than commercial sources since the personal sources
may come from reference groups and people whom you trust. The Internet offers a rich source of information; these may
come from the company's website, blogs of previous guests, consumer review sites, etc. Since tourism products are
intangible, it is important to obtain information from people who have already availed of the products or services. Positive
word of mouth plays a very important role in the information search.

Crotts (2000) classifies information into two: internal and external information search. Internal
information search is nothing more than retrieving decision-relevant information stored in an individual's
long-term memory. These may be caused by low involvement stimuli such as exposure to ads or by prior
experience with the destination that is not available to first-time visitors. External information search focuses
on acquiring information from outside or exter-nal sources. These may come in the following forms: (1)
personal (advice from friends), (2) marketer dominated (brochures and ads), (3) neutral (travel clubs and
agents),(4)experiential sources,and (5) the Internet.

Marketers need to know how their clients came to know about their products and ser-vices so that they
can prepare a more effective means of communicating with their target market. Tiyo's Restaurant by Chef
and Brewer, which is located in Marikina, attributes most of its success to positive word of mouth of their
clients. By merely having a good product and ensuring that customers leave highly satisfied, their restaurant
successfully celebrated their second anniversary without spending much on advertising.
Evaluation of Alternatives
This stage allows prospective customers to make detailed comparisons of different prod-uct or service
providers since they already have sufficient information. Based on the resources which are available to them
at the time of purchase, they are close to making a decision on which product or service 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 Jet Star. You will also consider the schedule of Hights
be-cause if you want to maximize your trip, you should prefer to leave Manila in an early morning
42·TOURISM MARKETING

Personality and self-concept may affect an individual's choice of recreational ties while on tour. It also
affects the choice of accommodations and restaurants that pe choose when they travel.

These factors will resurface in the next chapter since they are also variables and f that
are considered for market segmentation. This proves that personal, cultural, socia
psychological factors that affect consumer behavior ate also factors that marketersw group
different types of individuals. For effective marketing to happen, a thorough standing of
one's market is a must.

THE BUYER DECISION-MAKING PROCESS

In Chapter 1,we discussed how tourism products fall under high involvement pro In high
involvement products, stages in the buyer decision-making process are more de and could easily be
identified. Decision making is made after a thorough evaluation of natives because the products are
expensive, complex, and possibly unrepeatable.Figu shows the stages of the buyer decision-making
process.

Figure 3.4 Stages of Buyer Decision-Making Process

Need Recognition

Have you ever wondered why the streets of Metro Manila are filled with vendon types-cigarettes, bottled
water, candies, etc.? The more traffic there is, the better bu they have. Marketers need to find out what people's
needs are, and they should be there the times these people need them.

Needs are triggered either by internal or external stimuli. For example, on yo home,you felt hungry as your
stomach grumbled. You see a restaurant and grabbed: bite.This was a need triggered by internal stimuli. Another
example, again on your wn you smell the aroma of freshly cooked bread as you passed by the bakeshop. It
smelldd good so you decided to enter and buy a piece of bread. The purchase was triggered bye stimuli.

Promotional strategies are creatively developed to make people think that they n products.Successful
business owners are those that have thought to satisfy a need even consumers have articulated such a need.
When coffee shops became successful in dhe
 Chapter 3 TOURISM AND CONSUMER BEHAVIOR·41

who have higher income are better educated; hence,they have higher income possibilities. Travel products
and services are mostly designed for the elite Class AB market. However, the presence of low-cost carriers,
for instance, creates travel opportunities for the lower class markets.

Lifestyle
A lifestyle is a person's pattern of living as expressed in one's activities,interests,and opinions (Kotler et
al. 2010). It portrays the whole person interacting with external forces. Lifestyles are by no means universal
since it also interacts with culture, economic situation, and personality. Marketers are in search of
relationships between their products and people's lifestyles. Starbucks in the Philippines became a huge
success because there was a good fit between the product and the Filipino lifestyle-the Filipinos love to talk
over a cup of coffee. Notice how coffee shops in the Philippines have proliferated with comfortable lounge
chairs and a cozy ambiance. Despite the sometimes outrageously expensive coffee, it is the brand image and
the Filipinos communicative behavior that have made these coffee shops tick.

Life Cycle
The family life cycle model (Pearce 1993) suggests that travel patterns and destinations differ as people
move on through the life cycle. Life gele refers to the stages an individual goes through in their lifetime. Single
people choose destinations that have fun and adventure more than those who are married and have young
children. Being married and with a four-year-old son, our choice of destination have shifted to places with
theme parks,child-friendly accom-modations, and familiar food choices. Preferences and activities of the
other stages of the life cycle may vary; thus, influencing consumer and purchase behavior.

Reference Groups
Reference groups are known to be a set of people who have a direct or indirect influence on other
people's aftitudes or behavior. These people can be a member of your family, a teacher or a classmate in
school, a boss or a colleague in your workplace, or your priest or pastor in the church. This has also been
extended to other experienced travelers and food experts through their blogs. We do not personally know
them but are viewed as highly credible because of their experience and expertise. Reference groups are
extremely important in selling tourism products because the product is intangible; hence, word of mouth plays
an important trigger for purchase decisions.

Personality and Self-concept

Personality refers to distinguishing psychological characteristics that lead to relatively consistent and
enduring responses to the environment. This has great influence over one's buying behavior. A consumer's
self-concept refers to his personal mental picture (Kotler et al. 2010). Consumers tend to go for product
brands that reflect their personality. People who are friendly and outgoing would likely be found in restaurants
that project a friendly and outgoing image. Introvert people would likely meet up with a friend in quaint
restaurants, and not in bars or clubs.
 Chapter 3 TOURISM AND CONSUMER BEHAVIOR·39

Table 3.1 Push and Pull Factors (Dann 1977 & Crompton 1979)

PushFactors Pull Factors

(Sociopsychological Factors) (Cultural Motives)

escape from mundane environment novelty

exploration and evaluation of self education

relaxation

prestigeregressionenhancement of
kinships/relationshipsfacilitation
of social interaction

Further, Krippendorf (1987) elucidates that travel is motivated by a “going away from”
rather than “going toward” something. Also, traveler's motives and behavior are mostly for
self-gain.

The traveler's motives and behaviors are self-oriented. Krippendorf classifies these
the-ories into eight explanations of travel which are:
1. recuperation and regeneration;

2.compensation and social integration;

3. escape;
4. communication;
5. freedom and self-determination;
6.self-realization;
7. happiness;and
8.broadening of the mind.

Culture
The impact of culture cannot be disregarded in the study of consumer behavior.
Researchers have looked into how culture has affected consumer behavior. Social scientist Geert
Hofstede helps explain how culture impacts the global marketing arena through his research work.
The cultural framework of Hofstede can be used to explain the differences in consumer behavior
across countries, and can be a guide in increasing efficiency in global marketing, Hofstede
discloses the five dimensions of culture, as follows: (1) power distance, (2)
individualism/collectivism, (3) masculinity and femininity, (4) uncertainty avoidance, and (5)
long-term and short-term orientation. A sixth dimension was recently added, that is, indulgence
versus restraint.
Hofstede, in his website(www.geert-hofstede.com), defines culture as the collective mental
programming of the human mind which distinguishes oné group of people from another. This kind
of programming influences patterns of thinking which are reflected in the meaning people attach to
various aspects of life and which becomne crystallized in the institutions of a society. In the same
website, scores of different countries can be found.
38·TOURISM MARKSTING

Motivations

Motiutions are inner drives thåt make people take n specific plan of action to satisfy needs. Hudson
(2008) defines needs as the gap between'what customers have and whate would like to have; seen as the
force that arouses motivation. Kotler et al. (2010) state a need becomes a motive when it is aroused to n
sufficient level of Intenslty that promn person to take action.

A person who has the ability to understand how motivation works will have the to gain competitive
advantage. If one is able to identify what triggers purchase,he can ac create the scenario to influence the
purchase.

Maslow's Hierarchy of Needs (Figure 3.2) Is the most popular theory of motivation; is able to outline
the different needs of man, and rank them based on degree of impona in a simple and easy to understand
manner. These motivations are as follows: physiolg safety, belongingness, esteem/status, and
self-actualization. Phystological needs refer toh needs for survival such as need for food and water.
Safety refers to personal and perceived gree of safety and security. Belongingness refers to acceptance
in social groups. Esteem/u refers to desire for prestige and status. Self-actualization refers to the goal of
self-fulfilla Since needs are prioritized due to limited resources, Maslow ranked them based on theirk of
importance. The more resources one hàs, the higher the likelihood that the higher a needs will be met.
Travel and tourism, for a great part, belong to the higher order need

Figure 3.2 Hierarchy of Needs (Maslow 1943)

Dann (1977) describes travel motivators as linked with Maslow's hierarchy of need states
that there are two factors that make you want to travel: push and pull factors. Th factors are
those that make you want to travel while the pull factors are those that affect' you would want to
go. Further, Crompton (1979) identifies nine motives which are d into push and pull factors. The
push motives are what he calls the sociopsychological while the pull factors are classified as
cultural motives.
 sales

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 ion
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ha 8. performance review
pt
er Groups are the most lucrative markets.A good mix of groups and individuals in the customer mix is ideal. Groups
3 give big accounts but average room rate(ARR) and average cost per cover(ACC) is low,while individuals give you
T higher ARR and ACC.The group market in-cludes meetings,incentive travel, conventions,events,and smerfs (social,
O military,educational, religious,and fraternal organizations).
U
RI
S
TYPOLOGY OF TOURISTS
M
A Plog's Tourist Motivation Model
N
D Plog's Tourist Motivation Model(1974) classifies travelers as allocentrics or psychocentrics. Plog
C adds "energy" as a determinant of (high or low) levels of activity. Allocentrics prefer what is
O
new,unstructured,exotic or unusual in terms of trips or destination choice. Psycbocentrics are those who
N
S
prefer the structured and familiar.
U
M Later on,it was realized that there exists midcentrism wherein a tourist could portray characteristics of
E both allocentrics and psychocentrics depending on the situation or season. A critique of this model was
R made by Gilbert (1991) when he stated that tourists travel with different motivations on different occasions.
B
E These show that travelers have preferences which help group them into segments and later on,
H
assist in identifying the products and services suited to the specific demand.
A
VI
O
Cohen's Model
R
· Cohen (1972) proposed four classifications of tourists:the organized mass tourist,the individual mass
47 tourist,the explorer,and the drifter. The organized mass tourist is the type of tourist who buys all-inclusive
tour packages and ensures that everything goes as planned.The individual mass tourist is more
7
autonomous than the organized mass tourist preferring to travel independently, but still chooses popular
.
destinations and activities. The explorer seeks new areas but would sometimes opt for the comfort of
familiar accommodations. The drifter is the free spirit who avoids any kind of traditional tourist
or
establishments.
d
er
Stewart's Model of Holidaytaking
ro
ut This model was based on a study of United Kingdom holiday makers conducted by the Henley Centre
in by Stewart in 1993.The model is built on the concept that as people become more affluent,they tend to
e travel more and the travel experience is cumulative.They also tend to be more adventurous and confident
s as their level of affluence and travel experience increas-es.Stewart distinguishes the following four phases
p of holidaytaking.
e
ci 1. Bubble travelers-have low affluence,low travel experience,and observe foreign culture from a
fi bubble.This gives them basic confidence to travel.
c
2.Idealixed-experience seelkers-have more affluence and a base of overseas travel
at
expe-rience,which gives them more confidence.
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 ocess is more complex and has the following stages: (1) problem recognition,(2)general need
C
hapt
specification,(3)product specification, (4) supplier search,(5) proposal solicitation,(6) supplier
er 3 selection,(7) order routine specification,and(8)performance review.
TO
URI
Various typologies of tourists were presented such as Plog's model,Cohen's model,and
SM
AN Stewart's model. Understanding that there are different types of tourists can help marketers
D communicate with each type more effectively and with greater impact.
CO
NS
UM Guide Questions: Cyellow pad 02-27-2020)
ER
BE 1. What are the factors that influence consumer behavior? Give examples of how they are applied in the
HA
Philippine setting.
VIO
R ·
49 2. Discuss the stages of the buyer decision-making process using a tourism product as an example.
3. What T are the benefits of service quality?
h
4. What are the differences between individual and organizational buyer behavior?
e
5. Differentiate the types of tourists based on one of the models presented in this chapter.
6. Are onon-users an important market segment? Why or why not?
r
Suggestedg Activity:
a
n
Interview a friend or relative who frequently travels out of town or out of the country. Ask about the
i
factors that influence his/her travel destination choices. Write a 500-word essay about his/her
z
consumer behavior.
a
t
i
o REFERENCES
n
Books a
l
Belch,George E.,and Belch,Michael A.2008.Advertising and Promotion:An Integrated Marketing
Communications
b Perspective,8th edition.NY:McGraw-Hill.
u
Crotts,John C.2000. “ Consumer Decision Making and Pre-purchase Information Search. ” In
y
Pizam,Abrabam,and Mansfield,Yoel(eds.),Consumer Bebavior in Travel and Tourism.NY: Haworth
i
Hospitality
n Press.
g
Frochot,Isabelle,and Batat,Wided.2013.Marketing and Designing the Tourist Experience.Oxford: Good
Fellow Publishers Ltd.
p
Hudson,Simon.2008.
r Tourism and Hospitality Marketing:A Global Perspective.London:SAGE.
48·TOURISM MARKETING

3.Wide-borizon mavelers-have more afluence,greater confidence,and travelto a wider experience;now

ready for more individually oriented
destinations. fullyTotal immersers-do not The
seek to merely observe but to be exposed 4. culture's language,food,heritage,and lifestyle.
(1)F
Other models have proposed different ways of understanding tourist behavion ful understanding of the
needs,wants,and preferences of our target consumers will he create products and services that are (4)
relevant to them.Once these products andservice relevant to them,pleasing the customer would not be a
tout
difficult task.
Vari
The Non-Users moc

Successful marketing efforts should cover the different segments of the market. relationship marketing,which tour
focuses on customer retention,has become a popular matie alternative,marketers should continue to make efforts to
acquire new customers. The way to do this would be to target the non-users. Non-users can be classified as: ((1) who with
stopped using the products/services for various reasons,(2) customers who area of the product or service but need to be
persuaded to purchase, and (3)those who are mota of the product or service's existence. Though research shows it is Guide Quest
more expensive to a new customers,a company needs to have a steady flow of new customers for it to suryire eventually
flourish. 1. W
Understanding the consumer's needs and buying process is the foundation of succe marketing (Hudson the
1999). Different types of tourists have different needs.Understan that there are different types of tourists can 2.Di
help marketers communicate with each type effectively and with greater impact.
SE

3.W

4.
5.Di

ch

6.

Suggested A

In

03

W
Highlights of the Chapter:

Consumer behavior is the process and activities people engage in when searcdhu Touri
for,selecting,purchasing,using,evaluating,and disposing of products services so as to m
satisfy their needs and desires. mark
ting
scho
rs
identify key factors that have an influence consumer behavior: motivations,culture, age
and gender, sociad class,lifes life cycle,reference groups, and personality and
self-concept.

The stages of the individual buyer's decision-making process are: need/probia

Books
recognition,information search,alrernative evaluation,purchase decision post-purchase
Belch,George
evaluation.
Comma
High quality service results in tourist satisfaction,creating positive word mouth leading
to repeat visits, Crotts,John C

In Pizam

Haworth

Frochot,Isabel

Good F
Hudson,Simor