Theory: Online Consumer Behaviour in Tourism

Consumer behaviour in tourism “comprehends the group of activities, experiences, and decisions involved in the obtaining and consumption of a tourism product or service” (Cohen, et al., 2014).  

In the area of tourism, the term “consumer behaviour” is used interchangeably with “travel behaviour” and “tourist behaviour”. 

Investigating consumer behaviour 

Provides tourism companies the necessary knowledge about their target customer – the tourist – to refine and sustain robust tourism marketing strategies that promote buyer’s choice and encourage loyalty (Dixit, 2017).  

This enables them to sell their goods and services effectively (Decrop, 2014). 

There are individual and environmental influences on tourist behaviour – these result from personal factors (consumer’s demographics, lifestyles, personality traits) and external (or interpersonal) factors (social, cultural, economic circumstances). 

The manifestations of tourist behaviour are diverse and take place in several phases which all involve an element of planning, decision-making, and purchase.  

Key concepts for understanding tourist behaviour 

One consistent element to all tourists’ behaviour is the concept of need recognition, as per the EKB model. This is the 1st stage in consumer behaviour. 

Cohen et al. (2014) highlight 9 other key concepts which are central to consumer behaviour in tourism -  

1. Decision-making: the traveller’s decision-making is the cornerstone of marketing strategy.  
2. Values: the values of the tourists will influence their consumer behaviour with respect to choice of product categories, tourist destination, brands, etc. 
3. Motivations: the motivation construct is best described as the force that drives the consumer to a particular action; in this case, that leads the tourist to decide to visit a particular destination.  
4. Self-concept and personality 
5. Expectations: consumer judgements will affect the tourists’ expectations which ultimately affect the tourists’ satisfaction post-purchase (in customer reviews). 
6. Attitudes: similarly to values, these will play a role in the tourist’s consumer behaviour. 
7. Perceptions: a powerful psychological factor that significantly impacts the consumer-decision buying process. 
8. Satisfaction: important because the extent to which consumers are satisfied influences future organisational performance in the form of, for example, profits and market image, and the overall satisfaction with the experience (which is then reflected in online customer reviews - see unit 7.4) 
9. Trust and loyalty: there is no enduring consumer loyalty without trust. 

(Cohen, et al., 2014) 

Conceptualising consumer behaviour for tourism providers, whether in hospitality, transport, or recreation, is important as it allows that business to identify what influences and what appeals to their customer, the tourist.  

Tourist behaviour and information search 

Information search is one of the most important factors in influencing the tourist’s consumer behaviour – it is a significant part of the purchase decision process. 

Tourism businesses must understand their consumers’ information search process to deliver the best information possible and influence tourist decision-making. 

The consumption of travel experiences involves often extensive pre- and post-consumption stages before the actual trip, which itself can spread over several weeks or months. These stages are typically information intensive.   

https://www.bbc.com/news/business-49605457 

Information sources are available through different channels which assist the tourist in deciding destinations, accommodation, entertainment, etc. (Jang, 2004 in Rui & Bing, 2021).  

Online consumer behaviour has become the norm, as consumers now search for and make decisions regarding tourism products and services through online platforms.  

Online consumer behaviour refers to the process of how consumers make decisions to purchase tourism products or services launched online. 

The emergence of ICTs has led to a new breed of tourism consumers who have access to information through devices such as laptops, tablets, and smartphones. 

Due to this rise of e-commerce in the tourism industry, tourists can now find information on various e-platforms including social media, search engines, websites, and e-blogs (Majeed, et al., 2020). 

This abundance of information has led to consumers becoming more informed, independent, and involved in the creation of tourism offerings and travel activities. Today's tourists take on the role of co-producers, rather than passive consumers, and utilise technology to overcome physical constraints and expand their options.  

Tourism providers should thus help their consumers in developing tailor-made trips. 

Post Covid-19 Travel Behaviour 

The global pandemic has had a major impact on the industry especially in the ways it affected travel habits, motivations, and needs and therefore the tourist’s purchasing behaviour for post-pandemic travel.  

Following Covid-19, demand for digital technologies has surged, and e-commerce spending has increased, driving tourism businesses to improve their digitisation processes.  

This has led to an increased use of online platforms as well as increased consumption of digital contents.