This paper aims to explore Indian consumer behaviour towards tourism and identifies their preferences when planning leisure trips.
Based 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).
The 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.
The article contributes to emerging research on the Indian tourism industry and consumer behaviour in tourism.
Research can help tourism companies and agencies to design innovative solutions to increase as well as maintain their customer base.
This 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.
