Studying the European consumer behavior and motivations towards tourism service in the condition of globalization

Authors

DOI:

https://doi.org/10.15587/2312-8372.2017.98407

Keywords:

tourist market, globalization, market behavior of consumers, consumer motivations

Abstract

Features of a modern stage of the European tourist market development are considered and internal and external factors influencing formation of market behavior of consumers are analyzed. Development of the international tourism market largely depends on economic integration and globalization processes, improving the welfare of the population, expanding cultural ties and strengthening social interaction, demographic shifts, and socio-political stability in Europe. Under the influence of globalization and sociocultural shifts, changes in consumer preferences, transformations in the system of their motivation and market behavior significantly complicate the activities of travel companies, make them constantly monitor changes in consumer demand and find effective mechanisms for influencing market development.

Analysis makes it possible to systematize the factors influencing the market behavior of consumers in the tourism industry, determine the determinants that are most influential in the process of making a consumer decision by the consumer. Based on the results of marketing research conducted in the UK tourism market, key factors of actualization and influence on consumer behavior are identified, the main reasons for acquiring tours, the directions of transformations of consumer behavior under the influence of globalization are revealed, and the hierarchy of consumer motives is compiled. Research results show that at the present stage of the functioning of the UK tourism market, the consumer is more inclined to individualize in making a purchasing decision, strives to satisfy hedonistic needs, gain new experience, develop personality and spiritual growth by studying other cultures, lifestyles and traditions. It is determined that the behavioral model of consumers illustrates the high resistance to the formation of global values and assimilation of cultures, personifies the preservation of behavioral identity and the stability of motivational elements.

Understanding the market behavior of consumers under the influence of globalization in a cross-cultural context is very important from the point of view of the timely identification of transformations in behavioral consumption patterns and the development of effective marketing strategies for different segments of consumers in international markets.

Author Biography

Victoria Zhurylo, Taras Shevchenko National University of Kyiv, 90 a, Vasylkivska str., Kyiv, Ukraine, 01033

PhD, Associate Professor

Department of International Economics and Marketing

References

  1. V 2013 godu prodolzhitsia aktivnyi rost mezhdunarodnogo turizma. (2013, January 28). World Tourism Organization UNWTO. Available: http://media.unwto.org/ru/press-release/2013-01-29/v-2013-godu-prodolzhitsya-aktivnyi-rost-mezhdunarodnogo-turizma
  2. Reisinger, I., Dimanche, F. (2011). International Tourism: Cultures and Behavior. Butterworth-Heinemann, 429.
  3. Dimanche, F., Havitz, M. E. (1995). Consumer behavior and tourism. Journal of Travel & Tourism Marketing, 3 (3), 37–57.
  4. Pike, S. (2012). Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis. Tourism Management, 33 (1), 100–107. doi:10.1016/j.tourman.2011.02.008
  5. Lopez-Mosquera, N., Sanchez, M. (2011). The influence of personal values in the economic-use valuation of peri-urban green spaces: An application of the means-end chain theory. Tourism Management, 32 (4), 875–889. doi:10.1016/j.tourman.2010.08.003
  6. White, C. J., Thompson, M. (2009). Self-determination theory and the wine club attribute formation process. Annals of Tourism Research, 36 (4), 561–586. doi:10.1016/j.annals.2009.04.001
  7. Devesa, M., Laguna, M., Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism Management, 31 (4), 547–552. doi:10.1016/j.tourman.2009.06.006
  8. Buckley, R. (2012). Rush as a key motivation in skilled adventure tourism: Resolving the risk recreation paradox. Tourism Management, 33 (4), 961–970. doi:10.1016/j.tourman.2011.10.002
  9. Kerstetter, D. L., Hou, J.-S., Lin, C.-H. (2004). Profiling Taiwanese ecotourists using a behavioral approach. Tourism Management, 25 (4), 491–498. doi:10.1016/S0261-5177(03)00119-5
  10. Poria, Y., Reichel, A., Biran, A. (2006). Heritage Site Perceptions and Motivations to Visit. Journal of Travel Research, 44 (3), 318–326. doi:10.1177/0047287505279004
  11. Decrop, A. (2010). Destination choice set: An inductive longitudinal approach. Annals of Tourism Research, 37 (1), 93–115. doi:10.1016/j.annals.2009.08.002
  12. Mathieson, A., Wall, G. (1982). Tourism: Economic, physical and social impact. Harlow: Longman, 208.
  13. Smallman, C., Moore, K. (2010). Process studies of tourists’ decision-making. Annals of Tourism Research, 37 (2), 397–422. doi:10.1016/j.annals.2009.10.014
  14. Cohen, S. A., Prayag, G., Moital, M. (2013). Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism, 17 (10), 872–909. doi:10.1080/13683500.2013.850064

Downloads

Published

2017-03-30

How to Cite

Zhurylo, V. (2017). Studying the European consumer behavior and motivations towards tourism service in the condition of globalization. Technology Audit and Production Reserves, 2(5(34), 15–22. https://doi.org/10.15587/2312-8372.2017.98407

Issue

Vol. 2 No. 5(34) (2017): Macroeconomics

Section

Development of Productive Forces and Regional Economy: Original Research

License

Copyright (c) 2017 Victoria Zhurylo

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.