KIRLOSKAR INSTITUTE OF ADVANCED

MANAGEMENT STUDIES

RESEARCH REPORT
ON
CONSUMER BEHAVIOUR TOWARDS TOURISM

Submitted by
ARKA DASGUPTA ( PG 2015 12 )

ABSTRACT

Purpose: - As research manager of new travel agency this paper aims to find out the role of
attitude, psychology, behaviour which influence a consumer in selecting a particular tourist
spot.

Findings: - Different parameters can be understand by these research which thing plays
more weightage in deciding tourist spot

Research limitations: - sample size was only 76 and for good research it should be at least
100. Research was only made on 22-30 age people so overall picture of consumer behaviour
towards tourism in respect all ages is not known

Value: - From these paper as researcher got to know many things regarding
consumer behaviour towards tourism

KEYWORDS: Consumer attitude, knowledge, perception .

Paper type: - Research paper

INTRODUCTION: -

The subject consumer behaviour towards tourism is the foundation of all marketing activity
which is developed, promote and tourism products. If we want to know the effectiveness and
efficiency of marketing in selling of tourist product we must know consumer behaviour or
decision making in selecting tourism product. If we understand their behaviour, then we will
understand when to place our tourism product to target the particular customer. More
importantly we will know, how to persuade them to choose certain tourism product which we
have to designed more effectively to meet their need and want. Consumer behaviour is

complex thing and specially when it comes to selection tourist spot, where emotions play a
big role in consumer decision making. Purchase of tourist spot engage large spending so its
Depends lots external and internal motivators and determinants affect the consumer when
they making their choice of product. It is very difficult to choose the determinants and
motivators. In internal factors motivation, attitude, perception comes and in external
transportation, atmosphere, political condition, purchasing power of buyers and economic
condition will come.

PROBLEM

The main problem consumer Behaviour towards tourism is how consumer makes choices
regarding selection of tourist spot. what are the factors that influences particular consumer to
make selection about the place? Their attitudes towards selection of particular tourist spot
with their limited money and willingness to go over there. However, past few decades
tourism industry has grown up significantly, so does the mind of the consumer has become
complicated of making choices regarding selection tourist spot. So many factors play vital
role as we will go through research we understand it better which things play vital role.

Literature Review: According to Jabari and Ritchie (1981), tourism is an interdisciplinary and integrates a
variety of subjects, disciplines and focuses and can be seen from numerous points of views
and approaches. The tourism as a central study can be studied from many focuses and created
into a new form tourism development model. However, tourism development model can be
made in varying forms such as focus on agriculture as agro tourism, ecology as ecotourism,
culture as cultural tourism, religion as religious tourism, etcetera.

OBJECTIVES: Factors which influence a consumer regarding the selection tourist spot. which factor plays
most important role in decision.

Hypothesis Development
(a)
(b)
(c)

There is significant difference among the tourist regarding motivation based on

their demographic characteristic.
There is significant difference among tourist regarding satisfaction on their
demographic characteristic.
There is significant difference in attitude and behaviour of tourist on
psychographic characteristic

RESPONDENTS: Age group 22-30 with income of 300000-600000

QUESTIONARIES
(1) What consumer wants from tourist spot?
(a) Sense of relaxation
(b) Snobbish Behaviour
(c) Adventure
(d) Religious experience
(e) Historical knowledge
(2) In which season you prefer travelling?
(a) Winter
(b) summer
Monsoon
(3) In your decision making regarding tourist spot whose decision you will give
maximum weightage?
(a) Family
(b) Friends
(c) Own self
(4) will you want to travel adventurous places if the transportation is not good?
(a) yes
(b)No
Cant say

(5) Which place you liked to travel?

(a) sea side
(b) Heles station
Desert
(d)Forest
(6) How often you travel in six months?
(a) Once
(b) Twice
Thrice

(7) Will you like to travel during festival season like Diwali, Christmas and Navaratri?
(a) yes
(b) No
Cant say
(8) Will you like to visit a tourist spot which is politically unstable?
(a) Yes
(b) No
Cant say

(9) When do you decide tourist spot?

(a) Less than month ago
(b) More than two months ago
More than three months ago
(10) what you expect about your expenses during tourism?
(a) With in what planned
(b) Lower than planned
Higher than planned

(11) Normally how many days you prefer for tourism?

(a) 1-4 days
(b) 4-8 days
9-12 days
(d)13-15 days
(12) Normally how you organise your tourist destination?
(a) Travel agency
(b) your self

Analysis and conclusion

From the above question the analysis we are finding is that 51.3% opted or voted for
adventure and followed by sense of relaxation which comes as second with 39.5 % among 76
respondents. Historical knowledge is 7.9% which is very less.
So as tourist researcher we should focus on those tourist spot which will give the consumer
sense of relaxation and adventure experience.

Here we see that out of 77 responses 64.9% tourist like to travel during winter the number is
50 and in summer the percentage is one third of winter season i.e. 23.4 % which 18 and in
monsoon the percentage is even less which is 11.7%.
So if you are a travel agent you must organise trip for consumer in winter season mostly .

In terms of decision friends are getting first preference i.e. 36.8% out of 76
respondents and family is 32.9% and own self is 30.3%
Here we see selection of spot for tourism , the decision will come from many
people but friends are getting maximum preference .

Here maximum people are not bother about transportation if the place is adventurous. 43.4
people said yes out 76 respondents and 35.5% said no.
We can conclude from above data though transportation is not good in place like Arunachal
Pradesh or Himachel Pradesh still people are going.

Here maximum people prefer Heles but preference for sea side also giving it tough
competition. In responses no one voted for desert few people also opted for forest.
so any travel agency can plan its tourism package accordingly

Here people travel mostly travel once in six months 69.3% . Followed by twice and thrice.

Here maximum people dont prefer to travel during festival season 2 twice of the
respondents said no ,only 23.7% said yes they like to travel .

Here 48 % people voted that if any place is not politically sound they will not take
risk of going there but 34.7% that is 26 people out 76 said yes and the number is
not that bad. It shows some people are very much obsessed with beautiful places
to travel.

Here maximum people voted that they decide tourist spot at the last moment that is less than
one month.

In terms of expenses maximum 64.5 % people believe that their budget will be
according to their planned .

Here maximum people voted 1-4 days enjoyment in tourist spot and second is 4-8
days

Still people prefer travelling by own self not by travel agent. The above figure also
shows that 78% are not going for travel agent.

From the above research paper many things have been clear how consumer thinks
in deciding tourist spot. where they want travel which season they want to go.
There are some limitations also i.e. sample was not even 100 as time was main
problem cant collect more samples. And in terms demography age was only
covering 22-30 , still as reader you have a good amount of idea how consumer
behaves deciding tourist spot .what are their needs and wants and how it can be
fulfilled