6 Pages Posted: 12 Mar 2011
Date Written: November 11, 2010
The behaviour of tourist products consumers represents a major preoccupation of the marketing specialists. The main variable that determines the choice of tourist destinations is motivation. The involvement emphasizes the difference of interest and motivation, that the potential consumer manifests.
The marketing practitioners must take into account the causes and consequences of involvement in order to create the marketing mix.
The article presents a case study, which was achieved during the period 06/01/.2010-09/01/2010. The material subject to study is a sample of 200 consumers, representing the customers of three tourism agencies, with the headquarters in Romania, N-E region. The research method consists in evaluating the involvement level regarding different categories of tourist products, based on the scores obtained by ranking the elements that define the involvement profiles and is achieved starting from the model of the authors Kapferer and Laurent.
The results obtained reflect the preoccupation for measuring the profound elements of consumers’ involvement and using this information for adjusting the marketing strategies of the tourist products distributors.
Keywords: Consumer Behaviour, Involvement, Marketing Strategies
JEL Classification: D11, D12
Suggested Citation: Suggested Citation