Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Influence of various factors on consumer behaviour and attitude....................................3
P2 : Changes in consumer trends due to digital technology...................................................4
TASK 2............................................................................................................................................5
P3 Stages of consumer decision making and path of purchasing for a tourism service......5
P4 Importance for marketer to map a path of purchase and consumer decision making.......6
TASK 3............................................................................................................................................7
P5 Comparison between decision-making process in context of B2C and B2B....................7
P6 Approaches of market research and methods of research in decision making process.....8
TASK 4............................................................................................................................................9
P7 Evaluation of how marketer influences different stages of decision making...................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour refers to the study which emphasis on the attitude of consumers
about how they purchase products, goods and services as well as how they dispose them off. It is
required for the marketers how they identify the whole process of user so that they can alter their
policies and strategies according to the requirements. In the present report, TUI Group is chosen
as the base company which is an Anglo-German multinational travel & tourism company
(Ashman, Solomon and Wolny, 2015). Headquarter of the company is located in Hannover,
Germany and was founded in the year 1923. In the present report, main focus is on the tourism
sector where identification of different elements have been done which influence the behaviour
of consumer. Along with this, it has been said that it is very essential for each and every
organisation to identify the behaviour as well as process of making so that they can fulfil the
requirements and demands of customers.
P1 Influence of various factors on consumer behaviour and attitude
The examination of groups or individuals about their buying behaviour of goods as well
as services is termed as consumer behaviour. This assist companies to produce those goods
which fulfils the requirement of consumers. Also, it determines those factors that impact the
buying behaviour of customers. In the current situation of TUI Group, the upper level authorities
analyse factors that effects the purchasing behaviour of buyers as well as customers. Below are
some of the factors:
 Cultural factors :Those factors that affect customs, beliefs, norms, values and perception
that is highly developed by culture where customer live. The consumers are divided into
three segments that is lower, middle and high class customers (Banerjee, 2017). In
context to TUI Group, they have different packages according to the class of people
which helps them to easily deal with the customers. For instance, a lower class people
prefer to travel nearest cities as per their budget.
 Social factors : The factor that includes those people who are close to the user such as
family, friends, colleagues, society and so on. These people are highly affected by the
purchasing behaviour of users of a product. In Tourism sector, the destination choices of
people is different depending upon the age and type of people (Carpenter and Yoon,
2015). For example, young people prefer to go places where beaches, clubs are there

whereas old peoples prefer to go religious paces. TUI Group plans and make packages as
per the type of customers.
 Personal factors : Factors such as economic conditions, buying behaviour, age and many
more affect purchasing power of customers. In the current context of Tourism sector, if
the customer is young and prefer small trip than 2 day package is suitable for her that is
also depends upon his income.
 Psychological factors: It includes motivational level, learning and perception of
consumers that effect on consumer behaviour of purchasing. With reference to Tourism
industry, any customer who plans to travel take suggestions and discuss it with friends or
family that affect their behaviour (Charter and Polonsky, 2017). Nowadays, customer
reviews are also plays an crucial role in taking the decisions of customers as it helps
customers to go or not to go for the place they choose.
With these factors, there are also few challenges that is faced by companies in order to give
satisfaction to customers and fulfilling their requirements. Therefore, there are some dimensions
that is followed by companies in giving effective services to customers. These are as follows:
 Tangibility : The detailed information is provided to the consumers in order to maintain
visibility in front of customers. This will satisfy the customer and builds loyal customers
for TUI Group.
 Reliability and Responsiveness : Fulfilling and completing the promises that is provided
with the services assist companies to engage customers for long time and enhance the
customer base of organisations.
 Assurance : The workforce have proper skills as well as knowledge that helps in
handling and solving the issues of customers. This will lead to customer satisfaction
which in turns increase market share (Frederiks, Stenner and Hobman, 2015).
P2 : Changes in consumer trends due to digital technology
Technology plays a very crucial role in buying behaviour of customers as well as demand of
customers. Due to innovative technologies, customers get the whole information about goods ad
services easily and in a short span of time. It is necessary for Tourism industry to adopt digital
technologies in order to survive and compete with rivals in the market. In addition to this, this
assist companies to give quality and quick services to the customer. In context to TUI Group,
some of the customers trends are discussed below that affect tourism industry: