Consumer Culture in Tourism: Understanding Consumers' Hedonic and Utilitarian Needs

Consumer behavior in tourism is one of the most important aspects of marketing and promotion of products as well as it is the way of learning and investigating consumer decision making process when they purchase something. Therefore, it is necessary to analyze the consumer needs including hedonic and utilitarian needs which are considered most crucial needs of consumers. The present study aims to investigate to understand consumer behavior in tourism and consumer needs. The study uses questionnaire survey from domestic and international consumers (tourists) in the supermarket Korzinka.uz. The questions in the questionnaireare divided into two dimensions. Gathered data is analyzed according to the participants perceptions and related literature reviews.