CONSUMER MISBEHAVIOR IN TOURISM MARKET
Abstract
The activities of misbehaving customers represent a significant problem for organizations across diverse sectors and industries. Their need for satisfaction is the most important driver of consumer behavior with the consumer choosing how they fulfill this need. Unfortunately, consumer decisions often lead to consumer misbehavior and negative effects on the service provider or on other consumers. Consumer misbehavior is difficult to control. First, it is not always possible to prove misbehavior of a particular consumer. On the other hand, preventive actions, like social campaigns, may not always reach the target audience. Moreover, neither service provider regulations nor monitoring of infrastructure sufficiently prevents consumers from misbehaving in every case. It seems, however, that the consumers who reject the fraudulent behavior of others have a crucial role in the fight against consumer misbehavior, as they are constant observers of this phenomenon and can react immediately. The aim of this article, therefore, is to present the concept of consumer misbehavior with examples relating to the tourism market. Moreover, the attitudes of consumers towards consumer misbehavior are examined through nethnographic research.References
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