Consumer behavior can be defined as individuals, groups, or organizations and the processes which use to select, secure, and dispose the products, services, experiences, or ideas to fulfill the consumer needs and the affect on the consumer and society nowadays. In fact, customer behavior is based on consumer buying behavior which the customers have three distinct roles such as user, payer and buyer. Buying Behavior is the decision processes and acts of people involved in buying and using products. In hospitality and tourism industry, consumer need to pay for buy the product and service that provided.
Consumer behavior can be affect by both internal and external factors. Decision-making process is customer may search for information and evaluation and selection of alternatives. Consumer may like to get the information easily. There are some of the factor may influence consumer to make a decision. To figure out the factor, the researcher needs to find out their attitudes, perception, motivation and images. Firstly, attitude as one of the factor to influence the consumer making decision which the attitude is depending on an individual's perception of the world. Secondly, the perception can be defined as mental impressions of a destination or travel company. Third, for the travel motivation of consumer can be explain why people choose to travel and they initiate travel demand and last of the factor is image which are the beliefs, ideas and impressions related to the products and destinations.
Understanding the Hospitality Consumer' provide a distinctive perspective on consumer behavior in the hospitality sector. People working in the service sector are related to the customer relations because the more that your business puts across the idea that they care about the customer, the more that customer will return to your restaurant, bar hotel, catering service, or any hospitality business. Besides that, in order to increase the consumption of tourism products, some research must be carry out to understand the important on tourism and find out the way in which tourism consumers make decisions related to the consumption of tourism products. Certainly, some of the consumers need should be realize such as the consumers purchase motives and decision process relating with the consumption of tourism and the different market segments.