ASEAN Consumer Behavior in Sustainable Tourism Development in Indonesian Tourism Industry

By

Prof. Dr. Didik Sulistyanto

Former Education and Culture Attache, Indonesian Embassy in Bangkok, Thailand and Lecture Agriculture Faculty Jember University, Indonesia

ABSTRACT

The ASEAN consumer decision-making process assume that the consumer’s purchase decision process consists of steps through which the buyer passes in purchasing a product or service of tourism behavior in ASEAN.  However, this might not be the case.  Not every consumer passed through all these stages when making a decision to purchase and in fact, some of the stages can be skipped depending on the type of purchases.

The reasons for the study of ASEAN consumer’s helps firms and organizations improve their marketing strategies by understanding issues such as:

·         The psychology of how ASEAN consumers think, feel, reason, and select between different alternatives (e.g., brands, products);

·         The psychology of how the ASEAN consumer is influenced by his or her environment (e.g., culture, family, signs, media);

·         The behavior of ASEAN consumers while shopping or making other marketing decisions;

·         Limitations in ASEAN consumer knowledge or information processing abilities influence decisions and marketing outcome; 

·         How ASEAN consumers’ motivation and decision strategies differ between products, that differ in their level of importance or interest that they entail for the consumer; and

·         How ASEAN marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.