Theory: Online Consumer Behaviour in Tourism

In today’s highly competitive and global economy, which is becoming increasingly digital, understanding consumer behaviour is crucial for companies, especially SMEs.  

With the unprecedented pressure from the global pandemic and the urgent climate issues, it has become imperative to understand tourists’ behaviour in tumultuous times. 

Alongside the green and digital transformation, businesses must embrace digitalisation as the traditional tourists have now become digital or ‘smart’ travellers. 

Incorporating technologies such as social media, AR/VR, service robots into marketing strategies can influence the tourist’s destination choices and online decision-making.  

Increasingly empowered and connected consumers have demanded more from their travel providers.