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

Author(s): Srđan Šapić, Jovana Filipović, Jovana Savić
Subject(s): Economy, Business Economy / Management, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: habits;customs;consumers’ behaviour;tourism sector;
Summary/Abstract: The aim of this research is to determine whether habits and customs as elements of cultureaffect the behaviour of consumers in the sector of tourism, that is, whether they affect the process of researchingtourist arrangements and their use, as well as visiting travel agencies and consumers’ loyaltytowards them. For this purpose, empirical research was conducted on a sample of 237 subjects. Theresults indicate that habits and customs have an impact on the above-mentioned aspects of consumers’behaviour in the tourism sector, which confirms research hypotheses. Travel agencies should considerthe 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 appropriatemarketing strategies.

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