Consumer behaviour in tourism: Concepts, influences and opportunities

TLDR: In this paper, a review of consumer behaviour in tourism is presented, focusing on the key concepts, external influences and opportune research contexts in contemporary tourism consumer behaviour research, including decision making, values, motivations, self-concept and personality, expectations, attitudes, perceptions satisfaction, trust and loyalty.

Abstract: Although consumer behaviour is one of the most researched areas in the field of tourism, few extensive reviews of the body of knowledge in this area exist. This review article examines what we argue are the key concepts, external influences and opportune research contexts in contemporary tourism consumer behaviour research. Using a narrative review, we examine the consumer behaviour literature published in three major tourism journals from 2000 to 2012. Of 519 articles identified and reviewed, 191 are included in this article. We examine the development of and scope for future research on nine key concepts, including decision making, values, motivations, self-concept and personality, expectations, attitudes, perceptions satisfaction, trust and loyalty. We then examine three important external influences on tourism behaviour, technology, Generation Y and the rise in concern over ethical consumption. Lastly, we identify and discuss five research contexts that represent major areas for future scholarship: group and joint decision making, under-researched segments, cross-cultural issues in emerging markets, emotions and consumer misbehaviour. Our examination of key research gaps is concluded by arguing that the hedonic and affective aspects of consumer behaviour research in tourism must be brought to bear on the wider consumer behaviour and marketing literature.