In the current business scenario, the tourism industry is one of a key contributor to the economy of Australia. The economy relied on both foreign and domestic tourists. The industry is contributed about 3 percent of the national GDP between 2014 and 2015. Hence, consumers are an essential element of economic decision making in any business. With this perspective, it is significant to develop the understanding of factors that affect the buying behavior of consumer in the tourism industry (Zeng and Gerritsen, 2014). With this regards, there is significant to identify how consumer decision making may impact on the market. The requirement for understanding the consumer decision making and the significance of the tourism industry in Australia is the core cause of pursuing the work. This investigation identifies to explain and discusses the impact of decision making and consumer behavior in the tourism industry (Horner and Swarbrooke, 2016).
Problem statement
Social media is essential in the current business times because it permits to share the facts and figures regarding appropriate concern to the particular amount of peers as per the online communication. Tourism practices have always been a procedure where visitors are willing to share the memories with the peers, reviews, video reports, and photo and in the form of impressions (So, King, Sparks, and Wang, 2016). Social media network permits accumulation and keeping the social values. Consequently, an investigator will emphasize on the ways of social media that can be used as a marketing technique for persuading the consumer behavior and first choice in the tourism industry.
Research objective
The primary aim of this research is to assess the impact of consumer decision making on the industry of tourism. In the same manner, the objective of this research incorporates the:
It is discussed earlier that social media review is the key factor that influences the behavior of tourists. For example, it was addressed that low cost with the quality product has influenced the tourists in Australia. It is also addressed that negative reviews about the tourism product are also increased but it has not affected the sales of the company because of affordable prices that Tourism Company uses to promote its services (Dijkmans, Kerkhof, and Beukeboom, 2015). In modern times, social media is highly used by the consumers before purchasing the products and services. As a result, this research is suitable to understand the different factors affecting the consumer behavior in the tourism industry. It also addresses the impacts of social media and its implication in marketing on the consumer decision making process in tourism (Leung, Bai,and Stahura, 2015).
Expected research outcome
The result of this investigation will present the critical structure to assess the factors affecting the consumer behavior in the tourism industry. Thus, this research will aid to generate the understanding and assess the strategies which can be used by the company to influence the consumer behavior in the tourism industry (Cantallops and Salvi, 2014). This research will offer the complete image regarding consumer behavior that also helps to understand the economic conditions in a country influence destination decision making and consumer demand for Tourism products. In addition, all objective and questions of research will be addressed in the proposal and would be responded as per the information collection, findings and assessment. These research results would be assessed as essential scholastic work because of identifying the tourism issues. This research will focus on the social media strategies to influence the consumer behavior (Chung and Koo, 2015).
Section 2
Conceptual framework
To create a research that helps to understand the influence of consumer decision making on the tourism industry in the country
According toSparks, So, and Bradley (2016) consumer behavior is research of method through which an individual, group, consumer,and organization make a selection, consuming, buying and disposing of decision about the products and services in order to accomplish their expected requirements. It is also assessed that consumer practices in the market can be diverse because of different fundamental motive. A consumer incorporates different skills, competencies,and experience to choose, buy and consume the products and services and attain their desired requirements.
In opposed to this,Mkono and Tribe, (2017)evaluated that there are certain factors which may influence the buying decision of consumers like individual, social and cultural factors. Consumer behavior is referred as the feeling, act, and thought that an individual has or used before when making destination decision making and buying tourism products in Australia. Buyer behavior is the aspect of developing the knowledge about when, how, what and where an individual makes a decision of purchasing. As a result, tourism products may reflect the destination decision making of the consumer in Australia.
According toHarrigan, Evers, Miles, and Daly (2017)evaluated that the culture is the set of opinion, moral values, customs, languages,and norms of behavior that is followed by the communities. Therefore, it could be evaluated that this factor can impact on the consumer behavior to take choose the destination of Australia. In this way, there are certain factors would be used such as income, location, gender and number of consumers thataffectservices of tourism. There are several factors which could also persuade the demand of consumers towards the tourism products such as social, natural, behavioral and personal characteristics.
In support of this,Kandampully, Zhang, and Bilgihan (2015)illustrated that the personal factor contains different factors such as attitude, past experience, the personality of tourists, age, family lifestyle, profession, and attitudes. These factors directly affect the demand of consumers with regards to tourism products. In addition, the social factor can directly affect the demand of consumer that focuses on different factors such as social class, family, culture and reference groups. These social factors can also affect the tourism product and destination choice.
In contrast to this,Filieri, Alguezaui, and McLeay, (2015) evaluated that the price is an essential component of the marketing mix. A cost of the tourism products is measured as the rate at which consumers are agreed to buy the goods and services. The consumers initially emphasizeon the price of the product before and after the buying of products and services.
As per the view ofHollebeek, et al. (2016) social media plays a significant role to influence the high amount of customers and retain them for long-term. It also aids an organization to expand the awareness about the tourism products and services between the targeted consumers. The social media can adversely affect the consumer decision making towards destination and tourism products. The unfavorable reviews on social sites regarding tourism products and services as it could impact the first time users of tourism. Therefore, it can be opined that consumers who access the information of tourism through the internet before making destination choice, could influence with the negative feedback.
In opposed to this,Getz and Page, (2016) stated that the key objective of using social media is to influence the consumer’s behaviorat limited cost with the time period. A high amount of customers use the internet to buy products in the tourism industry as it could easily affect the consumers and obtain the favorable outcome. It could also favorably affect the consumer satisfaction and brand value of corporation in the tourism industry. It is also evaluated that the tourists who execute the internet can influence the favorable and unfavorable comment of an individual on sites. The recognition of brand and tourism products reliability is perceived by consumers through the comment on the internet. Thus, it is stated that company should respond promptly toa negative comment to influence the consumer towards the tourism products and services.
From the above conceptual framework, it can be stated that independent variable is factors affecting the consumer behavior and the dependent variable is tourism products and destination choice of the tourism industry in Australia. Hence, it can be significant that there is a positive relationship between consumer behavior and tourism products.
A researcher will use the hypothesis to get focus on the ‘how social media affect consumer behavior in tourism Industry in Australia’. Following hypotheses would be practiced to address the relationship between factors affecting consumer behaviour and tourism products and destination choice in this investigation:
H0: There is no significant relationship between social media and tourism products and destination choice: a case study of the tourism industry, Australia
H1: There is a significant relationship between social media and tourism products and destination choice: a case study of the tourism industry, Australia
H0: There is no significant relationship between culture factor and tourism products and destination choice: a case study of the tourism industry, Australia
H1: There is a significant relationship between culture factor and tourism products and destination choice: a case study of the tourism industry, Australia
H0: There is no significant relationship between psychological factor and tourism products and destination choice: a case study of the tourism industry, Australia
H1: There is a significant relationship between psychological factor and tourism products and destination choice: a case study of the tourism industry, Australia
H0: There is no significant relationship between personal factors and tourism products and destination choice: a case study of the tourism industry, Australia
H1: There is a significant relationship between personal factors and tourism products and destination choice: a case study of the tourism industry, Australia
Methodology
This chapter provides the deep understanding of the methods, strategies, and techniques to complete the investigation in a systematic way. It is advantageous for an investigator to get support with regards to collecting the information from several participants and sources for attaining the project in particular time frames. Research methodology is a mechanical way to examine the distinct method, which is specifically executing in the research fields. This research involves the philosophies, approaches, and purpose, strategies and data collection methods. It would be effective for attaining the aim and objectives of investigations (Vu, Li, Law, and Ye, 2015). The following methodologies would be practiced for effectively assess the aim of a research proposal:
In this research, an investigator will provide depth understanding and assess the feasible literature and evaluate the information collected from distinct sources such as an academicjournal, Googlescholar, Emerald, and articles from different authors (Gretzel, Werthner, Koo, and Lamsfus, (2015).
Data analysis technique entails the quantitative and qualitative techniques. Qualitative assessment is practiced by an investigator for conducting online survey and assessment from experts and managers whereas quantitative analysis is used by an investigator for showing the data through bar diagram, pie charts, and column charts (So, King, and Sparks, 2014).
For this research, mix research data analysis technique would be applied by an investigator. The quantitative data assessment technique would be implemented by an investigator for conducting hypothesis like assessing whether the data will accept or rejects the hypothesis. Moreover, qualitative data analyzing technique would be implemented to evaluate the aspects of literature as it would aid to develop the findings. An integration of methodologies is implemented for collecting and précising the rationalization for research issue. It is also used to define the statement of the problem.In addition, secondary data would be implemented by an investigator for evaluating the data in minimum time as compared to primary information. Since the research concern relies on the analytical as information is captured through the literature review (Baka, 2016).
This research will include the detailed questionnaire that is designed for customers and other market respondents in the tourism sector. These questionnaires would be allocated via online surveys under online platforms like Twitter and Facebook. In addition, the discussion will be conducted with an individual with stakeholders under the tourism industry. They are interested to share the opinions on the research concern. An investigator will obtain the one-on-one interview with the customers to assess the factors that affect the decision making procedure with respect to tourism products (Casaló, Flavián, Guinalíu, and Ekinci, 2015).
The gathered data would be subjected to assessment. Particularly, the collected data would be changed into graphical ways like charts and graphs to demonstrate the impact of consumer decision making on the demand for tourism products within an economy. For analyzing the investigation, statistical data assessment will be implemented by an investigator to evaluate the gathered data and evaluate it in a significant manner. MS-excel software would be executed via different diagram, pie charts, and column charts. As a result, it will be beneficial for readers to develop the significant knowledge regarding research concern (Kim and Stepchenkova, 2015).
Under this investigation, probability sampling technique would be applied by an investigator. The random sampling technique will be practiced by an investigator to offer the equal probability to respondents for responding to the survey through a questionnaire. For implementing the survey through a questionnaire, 100 customers will be chosen from the tourism industry of Australia. Under the survey through a questionnaire, the open-ended questionnaire will be used to collect the depth information about research concern. Furthermore, the Likert scale would be used for giving the ranking of each question (Chen, Dwyer, and Firth, 2015).
For completing this investigation, an investigator would implement the data gathering technique as it would allow an investigator to attain the aim and objectives in a feasible way. Moreover, it can be demonstrated that primary data gathering technique would be pooled by an investigator under the survey through a questionnaire on specific participants. This technique would be appropriate for attaining the valid data regarding research aim and objectives. In contrast to this, they would implement the secondary data gathering technique via several sources like online sources, annual report, academic publication, annual reports, and journal articles. This technique would be appropriate for gathering the significant data in particular cost with time (Palacios-Marqués, Merigó, and Soto-Acosta, 2015).
Section 3
Organization of the study
The following structure would be executed by an investigator for accomplishing the aim and objectives in the specific time period.Introduction chapter will be advantageous to attain the research aim and objectives because it evaluates several components that would be required for accomplishing this investigation. These components areinvestigation rationales, the background of research, key aim, and objectives of investigation and questions associated with research (Baum, 2015).
A literature review would be significant for comprehending the several concepts abouthow social media affect consumer behavior in tourism Industry in Australia. It is also appropriate to gain the depth understanding of the factors affecting the decision making of the consumer. It is also a significant tool that evaluates the association between social media and consumer behavior(Lee and Bai, 2016).
Research methodology will enable an investigator to assess the tool in order to gather the feasible and analyze data. In addition, it is also evaluated that assessed information will be imperative for attaining the feasible result within specific budget and schedules of time (Baum, 2015).
Data analysis and findings would be implemented by an investigator for describing, assessing, and determines the collected secondary information. It permits the beneficial result about the accomplishment of research objectives (Lee and Bai, 2016).
The last chapter is the conclusion that depicts the outline of complete findings. It is based on the objectives and questions of the investigation. As a result, it will also provide the recommendation about the future challenges (Lee and Bai, 2016).
Gantt chart
Project budget
The budget for this investigation will be about AUS$ 2350 to complete the objectives of investigation in particular time structure.
The below component would be included in the budget of the project:
|
Activities that will be completed |
Projected Amount (in AUS$) |
|
Literature Review |
700 |
|
Pooling information |
800 |
|
Data Analysis |
850 |
|
Total financial amount |
2350 |
The below table would be implemented though investigator for attaining the investigation in a specific time period:
|
Activity name |
Start Day |
Last Day |
Duration (Days) |
|
Proposal of investigation |
5/26/2018 |
6/26/2018 |
30 |
|
Literature Review |
6/27/2018 |
8/2/2018 |
66 |
|
pooling of facts and figures |
8/3/2018 |
10/3/2018 |
60 |
|
Assessment of data |
10/4/2018 |
11/4/2018 |
30 |
|
Final submission of the report |
11/5/2018 |
12/5/2018 |
30 |
References
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Baum, T. (2015). Human resources in tourism: Still waiting for change?–A 2015 reprise. Tourism Management, 50, 204-212.
Cantallops, A. S., &Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.
Casaló, L. V., Flavián, C., Guinalíu, M., &Ekinci, Y. (2015).Avoiding the dark side of positive online consumer reviews: Enhancing reviews’ usefulness for high risk-averse travelers. Journal of Business Research, 68(9), 1829-1835.
Chen, N., Dwyer, L., & Firth, T. (2015).Factors influencing Chinese students’ behavior in promoting Australia as a destination for Chinese outbound travel. Journal of Travel & Tourism Marketing, 32(4), 366-381.
Chung, N., & Koo, C. (2015).The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229.
Dijkmans, C., Kerkhof, P., &Beukeboom, C. J. (2015).A stage to engage Social media use and corporate reputation. Tourism Management, 47, 58-67.
Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51, 174-185.
Getz, D., & Page, S. J. (2016).Progress and prospects for event tourism research. Tourism Management, 52, 593-631.
Gretzel, U., Werthner, H., Koo, C., &Lamsfus, C. (2015).Conceptual foundations for understanding smart tourism ecosystems. Computers in Human Behavior, 50, 558-563.
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017).Customer engagement with tourism social media brands. Tourism Management, 59, 597-609.
Hollebeek, L. D., Conduit, J., Sweeney, J., Soutar, G., Karpen, I. O., Jarvis, W., & Chen, T. (2016).Epilogue to the special issue and reflections on the future of engagement research. Journal of Marketing Management, 32(5-6), 586-594.
Horner, S., &Swarbrooke, J. (2016). Consumer behavior in tourism.Routledge.
Kandampully, J., Zhang, T., &Bilgihan, A. (2015). Customer loyalty: a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379-414.
Kim, H., &Stepchenkova, S. (2015). Effect of tourist photographs on attitudes towards destination: Manifest and latent content. Tourism Management, 49, 29-41.
Lee, S., &Bai, B. (2016). Influence of popular culture on special interest tourists’ destination image. Tourism Management, 52, 161-169.
Leung, X. Y., Bai, B., &Stahura, K. A. (2015). The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), 147-169.
Mkono, M., & Tribe, J. (2017).Beyond reviewing: Uncovering the multiple roles of tourism social media users. Journal of Travel Research, 56(3), 287-298.
Palacios-Marqués, D., Merigó, J. M., & Soto-Acosta, P. (2015).Online social networks as an enabler of innovation in organizations. Management Decision, 53(9), 1906-1920.
So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016).The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78.
Sparks, B. A., So, K. K. F., & Bradley, G. L. (2016).Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern. Tourism Management, 53, 74-85.
Vu, H. Q., Li, G., Law, R., & Ye, B. H. (2015).Exploring the travel behaviors of inbound tourists to Hong Kong using geotagged photos. Tourism Management, 46, 222-232.
Zeng, B., &Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36.
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