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Title: Consumer Behavior Analysis in Tourism Opportunities and Challenges for Goa
Researcher: Pawaskar, Pinky
Guide(s): Goel, Mridula
Keywords: Economics, Consumer Behavior, Goa
University: Birla Institute of Technology and Science
Completed Date: 2016
Abstract: The heart of effective marketing is consumer orientation. Tourism services are unique in that they need the consumers to come to the destination for experiencing/availing them and therefore destination attributes that lure tourists are the product features which play a vital role in strategic tourism development. A tourist revisits or recommends a destination only if satisfied with the earlier visit. Due to severe competition between destinations offering alike attributes, it is of utmost importance for service providers to identify needs and desires of consumers to offer those services that create a delightful experience. The purpose of our study is to identify critical factors that influence destination choice decisions. The author plans to achieve the objectives by dividing the decision making process into three stages: pre-visit, on-site and post-visit. Critical factors at each stage are expressed through models. The pre-visit stage studies the consumer s internal and external motives to travel that develop expectations and identifies the sources of information that influence these motives in destination choice. The conceptual model illustrates the influence of the paradigm shift of mass marketing to personal marketing in the tourism industry. It integrates key sequential steps of Multisensory Marketing, Tourism Sectors and Customer satisfaction as an outcome of experience to the final outcome: Enhanced Destination Image. The post-visit model focuses on evaluation of consumer s internal and external satisfactions and their influence on destination loyalty in terms of revisit and recommendation. The study uses primary data, collected through questionnaires, of 400 tourists in Goa, a popular tourist destination of India. The models on pre-visit and post-visit used factor analysis and Structural Equation Modeling (SEM) techniques to develop a framework of constructs that could explain the causal relationships between information sources, internal motives and external motives, internal satisfaction and external
Pagination: 218p.
Appears in Departments:Economics & Finance

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