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## MODULE 3 ### Tourism and Consumer Behavior #### Factors Influencing Consumer Behavior: - **Motivations:** Inner drives that make people act to satisfy their needs. - **Maslow's Hierarchy of Needs:** Physiological, safety, love and belonging, esteem, self-actualization. - **Culture:** Influence...

## MODULE 3 ### Tourism and Consumer Behavior #### Factors Influencing Consumer Behavior: - **Motivations:** Inner drives that make people act to satisfy their needs. - **Maslow's Hierarchy of Needs:** Physiological, safety, love and belonging, esteem, self-actualization. - **Culture:** Influences consumer behavior through Hofstede's cultural dimensions: power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance, long-term/short-term orientation, indulgence/restraint. - **Age and Gender:** Age and gender influence consumer behavior. - **Social Class:** One's position within society, determined by income, wealth, education, occupation, etc. - **Lifestyle:** A person's pattern of living expressed in activities, interests, and opinions. - **Life Cycle:** Stages an individual goes through in their lifetime, influencing travel patterns and destinations. - **Reference Groups:** People who directly or indirectly influence attitudes and behavior. - **Personality and Self-Concept:** Distinguishing psychological characteristics and personal mental picture. #### Stages of Buyer Decision-Making Process: 1. **Need Recognition:** Identifying a need or want. 2. **Information Search:** Gathering information about potential solutions. 3. **Evaluation of Alternatives:** Comparing different options. 4. **Purchase Decision:** Choosing a product or service. 5. **Post-Purchase Behavior:** Evaluating the purchase and potential repurchase. ### New and Emerging Markets: - **Family Market:** Joint decision-making families, husband-dominant families, and wife-dominant families. - **Senior Market:** Also known as the silver market or third-age tourism, _club just for seniors_. - **Youth Market:** Fueled by increased participation in higher education, travel budgets, work and travel combinations, low-cost airlines, shorter employment contracts, internet culture, independent travel guidebooks. - **MICE (Meetings, Incentives, Conference, and Events):** A rapidly growing industry including conference tourism and incentive travel. - **Business Market:** Includes conference tourism and incentive travel.