Factors affecting consumer behaviour in tourism industry
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Mzumbe University
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A Dissertation Submitted in Partial Fulfilment of the Requirements for the
Degree of Master of Business Administration in Corporate Management
(MBA –CM) of Mzumbe University
Despite efforts to investigate consumer behaviour and purchasing process there is a wide gap on tourism industry especially in Tanzania. Recent data suggest that it is of no doubt that if in tourism industry if there is a wish to meet consumer‟s expectation there must be a need to understand the motives, needs and preferences which create those expectations. The purpose of the study is to examine factors affecting consumer buying behaviour in tourism industry. A Case of Magoroto Forest Estate. It is of no doubt that if in tourism industry if there is a wish to meet consumer‟s expectation there must be a need to understand the motives, needs and preferences which create those expectations. To perform this there must be investigation on factors affecting consumer (tourist) experience during decision process and behaviour. In this study, a case study design was conducted among 200 tourists visited Magoroto forest estate. Under this study the population was tourists both domestic and foreign visited Magoroto forest estate. Data on factors affecting consumer buying behaviour in tourism industry was collected using a semi-structured questionnaire. In this study, on objective one and two quantitative techniques of analyzing data was used. While objective three we adopt inferential analysis where by statistical tools adopted were regression tests for analyses The study observed there is an impact between demographic characteristics which contains personal and psychological features to consumer buying behaviour, there is a daily direct effect of consumer buying behaviour, consumption behaviour and pattern as well as purchasing decision process caused by socio-cultural aspects one is into. Moreover the study proved that price changes responses influence positive, neutral or negative consumer buying behaviour depending on various aspects like product itself, motive behind and market operations
Despite efforts to investigate consumer behaviour and purchasing process there is a wide gap on tourism industry especially in Tanzania. Recent data suggest that it is of no doubt that if in tourism industry if there is a wish to meet consumer‟s expectation there must be a need to understand the motives, needs and preferences which create those expectations. The purpose of the study is to examine factors affecting consumer buying behaviour in tourism industry. A Case of Magoroto Forest Estate. It is of no doubt that if in tourism industry if there is a wish to meet consumer‟s expectation there must be a need to understand the motives, needs and preferences which create those expectations. To perform this there must be investigation on factors affecting consumer (tourist) experience during decision process and behaviour. In this study, a case study design was conducted among 200 tourists visited Magoroto forest estate. Under this study the population was tourists both domestic and foreign visited Magoroto forest estate. Data on factors affecting consumer buying behaviour in tourism industry was collected using a semi-structured questionnaire. In this study, on objective one and two quantitative techniques of analyzing data was used. While objective three we adopt inferential analysis where by statistical tools adopted were regression tests for analyses The study observed there is an impact between demographic characteristics which contains personal and psychological features to consumer buying behaviour, there is a daily direct effect of consumer buying behaviour, consumption behaviour and pattern as well as purchasing decision process caused by socio-cultural aspects one is into. Moreover the study proved that price changes responses influence positive, neutral or negative consumer buying behaviour depending on various aspects like product itself, motive behind and market operations
Keywords
Investigate consumer behaviour, Tourism industry-Tanzania