Needs and Challenges of Vulnerable Consumer and Its Impact on the Tourism Industry: Literature Review

Consumers are parties who must be considered in the sustainability of the economy. Consumers are the right subjects in targeting changes in economic development. The tourism industry is also not immune from the development of various types of consumers. One type of consumer that needs to be considered is the vulnerable consumer. Therefore, the aim of this research is to look at the influence of vulnerable consumers in the tourism industry in Indonesia. The design of this research is a literature review. Search for articles on Google Scholar and ProQuest with keywords based on customer retention. 420 articles were found in the 2014-2023 period, then screening was carried out and 25 relevant articles were found to be discussed and analyzed. The results of this research found that the influence of customer service, customer satisfaction, customer loyalty, and customer commitment make customers continue to use products or services. Keywords: Vulnerable Consumer, Customer Service, Customer Satisfaction, Customer Commitment, Customer Retention..