0000000000363972
AUTHOR
Mihai Tichindelean
CONSUMER BEHAVIOR IN THE DIFFERENT SECTORS OF TOURISM
Consumer behavior is a fascinating but difficult subject to research. This statement is particularly relevant in the tourism field, where the decision to purchase by a consumer is of emotional significance. The consumption of tourism products is dependent on discretionary time and income. Thus, much attention has been devoted to determining motives for travel behavior, both in terms of choosing one tourism product over another and regarding the decision to commit time and money to tourism, as opposed to alternative uses of those same resources (Todd, 2001). The holiday that the consumer buys will probably provide the consumer with the major highlight of the year - a chance to escape from wo…
Models Used for Measuring Customer Engagement
The purpose of the paper is to define and measure the customer engagement as a forming element of the relationship marketing theory. In the first part of the paper, the authors review the marketing literature regarding the concept of customer engagement and summarize the main models for measuring it. One probability model (Pareto/NBD model) and one parametric model (RFM model) specific for the customer acquisition phase are theoretically detailed. The second part of the paper is an application of the RFM model; the authors demonstrate that there is no statistical significant variation within the clusters formed on two different data sets (training and test set) if the cluster centroids of t…
DISCLOSING THE PROMISING POWER OF SOCIAL MEDIA – AN IMPORTANT DIGITAL MARKETING TOOL
The newest channels for communicating and selling to consumers are electronic. The Internet provides consumers and marketers with more opportunities than ever in achieving a greater interaction and individualization of services. Companies can send tailored messages that engage consumers by reflecting their special interests and behavior. Nowadays, very few marketing programs are considered complete without some type of prominent online component, which is gaining ground at the expense of traditional marketing. Attaining a successful marketing program compels companies to fully connect with their targeted customers. Thus, a holistic marketing approach must be adopted in order to comprehend t…