Question

Why tourism manager need to understand consumer behaviour？

Use at least 300 words to answer this question, preferably with POINT

Answer 1

A tourism manager needs to have a deep understanding of consumer bahaviour because of following reasons.

(i) He /she needs to deal with a variety of customers from all across the globe, who have their own cultural attributes, perceptions, socio- economic backgrounds, which determine their behaviour while purchasing and experiencing the services. Owing to different cultural attributes, their preferences, interests and likes / dislikes differ in many aspects, and it calls for a deep understanding of behaviour of consumers from different cultures, to satisfy their varying needs and make them happy.

(ii) Apart from cultural differences, the customers come from different social, economical, educational and psychographic segments, which defines their lifestyle, their interests and expectations from a tourism related service. The manager must know how each segment behaves, expects and enjoys his /her trip, and he /she has a delicate task on hand to customise experience according to needs and preferences of each group, so as to satisfy all.

(iii) Being a service, the tourism is all about experiences, and in such case, the role of tourism manager becomes very important,as his /her accomplishment of work is directly related to customer satisfaction. A seasoned and skillful toursim manager is expected to know the consumer behaviour, and use the skills to make the experience for a customer segment, just as they expect it to be, resulting in complete satisfaction from the offered service, be it food, or accommodation or sightseeing or adventure / rereational activities.