Four Theories with Potential for Success within the Relation Practice with the Touristic Products Consumer

This study explores the main theories with incidence in describing, explaining and predicting behavior of touristic services consumer’s. The research method is of meta-analysis type. Our study assumes that consumers’ perceptions and beliefs play an important role in the decision to become a beneficiary of a tourist service offered by a travel company or by a touristic services intermediary. The literature retains several models that explain the relationship between consumers’ behavior and information promotion of touristic product. There are four theories underlying the action of implementing these models subsequent to the idea of consumer’s behavior: Selective Attention Theory, Congruity Principle Balance Theory, Cognitive Dissonance Theory. After exploring the potential of these theories in order to generate a competitive advantage for tourism service providers it is concluded that the convergent use of these four theories of planning, organizing, implementing, managing and controlling the marketing touristic activities is the method with the most significant impact on the behavior of travel services consumer