Consumer Behaviour in the Tourist Segmentation Process – a Marketing Research

The study of consumer behaviour has become in recent decades increasingly important. Therefore, it is particularly important to understand what processes are acting in the black box of consumers of tourism services before taking any marketing decision. This paper presents a marketing research that a...

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Bibliographic Details
Published in:Studies in business and economics (Romania) 2015-04, Vol.10 (1), p.66-76
Main Authors: Dumitrescu, Luigi, Fuciu, Mircea
Format: Article
Language:English
Subjects:
consumer behaviour
marketing
segmentation
tourism market
Online Access:Get full text
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Summary:The study of consumer behaviour has become in recent decades increasingly important. Therefore, it is particularly important to understand what processes are acting in the black box of consumers of tourism services before taking any marketing decision. This paper presents a marketing research that aims to identify key dimensions of consumers of tourism services. The marketing research is based on online questionnaire sent by a representative sample shows a number of answers about consumers' purchasing intentions, the main influences on consumer attitudes, motives in choosing the holiday package, the main sources of information accessed in the process of choosing the tourism services, etc.
ISSN:2344-5416
2344-5416
DOI:10.1515/sbe-2015-0005