Clearly, consumer behaviour in tourism is a subject worthy of academic study in its own right. However, it is also a matter of growing interest to tourism practitioners as organizations seek to keep ahead of changes in consumer tastes so that they can ensure they offer what the customer wants. Modern tourism marketing, we are told, must be customer centred if it is to be successful. In this part, therefore, we briefly explore two of the most important areas in which consumer behaviour and marketing are linked together: • Chapter 12 discusses the applied side of consumer behaviour research, in other words, marketing research • Chapter 13 covers the relationship between the marketing mix, or four Ps, and consumer behaviour in tourism. This means looking at how tourism organizations might manipulate their product, price, place and promotion to reflect the characteristics and desires of their customers.
Swarbrooke, John, and Horner, Susan. Consumer Behaviour in Tourism (2nd Edition). Jordan Hill, GBR: Routledge, 2006. ProQuest ebrary. Web. 3 June 2015.
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