industry, managers must be able to identify and understand
consumer needs and wants and subsequently
market programs that will satisfy those mentioned
items (Anon, 1985). Given this, marketing managers
must also pay attention to analyzing consumer
behavior. This need has been recognized since
currently consumers have been turning down what
appears to be winning offers and have become more
and more discerning when questioning and comparing
products and services. Given the regard, it
becomes clear that consumers’ behavior is never
simple and is affected by many different factors,
especially in globalization era.
Globalization here is described as the growing
interdependence and interconnectedness of the modern
world through increased flows of goods, services,
capital, people and information. Technological
advances and reductions in the costs of international
transactions drive this process. The result is a spread
of technology and ideas, a rise in the share of trade in
world production, and an increase in the mobility of
capital (Munt, 1994). It is possible to say that by
being influenced by the globalization process, tourists
today have more motivations to travel, which directly
affects tourist behavior (Pembroke, 1996