Comportement du consommateur en tourisme

Abstract

The marketing mindset consists of adopting the consumer’s point of view, analyzing their needs and desires in order to adapt to them better than competitors. It is essential for any company, including those operating in the hotel and tourism sector, to have a thorough understanding of the audiences they target and to continuously listen to consumers. This course pack is structured into seven chapters, referred to as lessons. The first lesson focuses on the fundamental concepts of tourist behavior. The second lesson is devoted to the role of the marketing function in the tourism sector. The third lesson examines the companies and stakeholders in the tourism industry. The fourth lesson explores the purchasing behavior of the tourist consumer. The fifth lesson is dedicated to the multidimensional determinants of tourism decision-making. The sixth lesson presents the different explanatory models of decision-making behavior. Finally, the seventh lesson addresses the impact of digital technology and social media on tourist behavior.