Who can be defined as a customer in the context of travel and tourism?

In the context of travel and tourism, a customer is best defined as a person or organization that purchases goods and services. This encompasses a wide range of activities, including booking travel arrangements, purchasing tours, and engaging in ancillary services like accommodation and transportation. The focus is on the act of consumption and the relationship between the customer and the service providers, where customers seek experiences, products, and services to fulfill their travel needs and desires.

Organizations that provide services, individuals who sell travel packages, or those who give travel advice do not fit the definition of a customer, as they are not primarily engaging in the act of purchasing. Customers drive demand in the travel and tourism sector, and understanding their role is crucial for developing effective marketing strategies and enhancing service delivery in the industry. Their purchasing behaviors and preferences shape the offerings provided by businesses in the travel and tourism sector.