How do Indian consumers behave when planning a leisure trip?

Abstract

PurposeThis paper aims to explore Indian consumer behaviour towards tourism and identifies their preferences when planning leisure trips.Design/methodology/approachBased on a literature review, a questionnaire was designed giving more focus on pleasure or leisure trips. After that data were collected using an online survey method, and this yielded 165 responses that were analysed by using the Statistical Package for the Social Sciences (SPSS).FindingsThe findings reveal that among Indian tourists, highland locations are the most preferred location for a leisure trip. While selecting a tourist location and planning a leisure trip, Indian consumers look for security and safety followed by the available amenities, budget and weather conditions. Family and friends’ suggestions and the various activities available at the destination also have a moderate impact on the consumer’s choices.Research limitations/implicationsThe article contributes to emerging research on the Indian tourism industry and consumer behaviour in tourism.Practical implicationsResearch can help tourism companies and agencies to design innovative solutions to increase as well as maintain their customer base.Originality/valueThis article adds some value to the current literature specifically related to leisure tourism. The factors identified that impact on consumer decisions (including demographic factors) can be further investigated to provide innovative solutions.