THE INFLUENCE OF HABITS AND CUSTOMS AS ELEMENTS OF CULTURE ON CONSUMER BEHAVIOUR IN THE SECTOR OF TOURISM [chapter]

Srđan Šapić, Jovana Filipović, Jovana Savić
2018 3rd International Thematic Monograph - Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era  
The aim of this research is to determine whether habits and customs as elements of culture affect the behaviour of consumers in the sector of tourism, that is, whether they affect the process of researching tourist arrangements and their use, as well as visiting travel agencies and consumers' loyalty towards them. For this purpose, empirical research was conducted on a sample of 237 subjects. The results indicate that habits and customs have an impact on the above-mentioned aspects of
more » ... spects of consumers' behaviour in the tourism sector, which confirms research hypotheses. Travel agencies should consider the relationships between habits and customs of consumers and research and purchase of touristic arrangements, consumer's visit and their loyalty, in order to create and implement the most appropriate marketing strategies.
doi:10.31410/tmt.2018.87 fatcat:hfujkcrkhbbudfgvt5tbgelc4e