Factors Influencing Consumer Behaviour in Tourism

Tourism
Consumer Behaviour and
Insight

Table of Contents
Introduction.............................................................................................................................3
Main body...............................................................................................................................3
P1 Different factors which influence consumer behaviour................................................3
P2 Changing trends according to the technology used by consumers.............................4
P3 stages of consumer decision-making journey and a path to the service of tourism....5
P4 Important for marketers to map a path to purchase.....................................................6
P5 Comparing key differences of the hospitality in the context of B2C and B2B with the
tourism example.................................................................................................................6
P6 Different approaches to market research and understanding the decision-making
process..............................................................................................................................8
P7 Marketers influence various stages of tourism.............................................................9
Conclusion..............................................................................................................................9
References...........................................................................................................................11

Introduction
Consume behaviour is the study of organisation and individuals and how people take their
decision about what they need what they want, their needs on regarding with the product, service
and company. It is more difficult to know about the behaviour of the consumer towards the new
product. This project is describing that how decision process making is important in consumer
behaviour and tourism industry as well. The decision-making process is developing and doing
continuously growth in the tourism and improving the behaviour of consumer. Marketing research
helps to identify and fulfil the needs of the consumers through the decision making process.

LO1
Different factors which influence consumer behaviour
It is the study of organisation and individuals and how people take their decision about what
they need what they want, their needs on regarding with the product, service and company. It is
more difficult to know about the behaviour of the consumer towards the new product. It is helpful
for companies to find the opportunities which they are not currently met.
Factors which influence consumers behaviour are social factors, psychological factors, cultural
factors, even natural factors as well. These factors are divided into three important categories which
are: - First category consist of personal factors which is tourists, second one is the category of social
factors and the last one is consist of situational factors (Moutinho and Vargas-Sanchez, 2018).
1. Personal factors- personal factors are also known as psychological factors and its directly
regarded with the tourism consumer. Personal factors like income, style taste will influence
the consumer decision making as the customers can only afford the things which matches
their level of income. Behaviour of buying and decision are influenced by characteristics of
every consumer. These characteristics include that how an individual makes decision, their
interests and unique habits, and opinions. While taking personal factors, then the decisions
also influenced by gender, age, cultures, background and different personal issues(Boniface,
2017).
2. Social factors- social factors like family, culture or social level also have great influence
towards the behaviour of the consumer because they explain the individual. Culture means
taboos, traditions, values and general attitude of the society in which individual lives. It is a
plan through which individual develop tire lifestyles. Culture also directs the behaviour of
consumer to purchase the products as they will not going to purchase any products which
will hurt the sentiments of their culture. They are not going to visit any place which can hurt
their Cultural standards can also be defined as behaviour rules. Families, through its
religious, moral and political standards are the social factors which are impacting individual.
Opinions and attitudes in the family is regarding the various standards of tourism, their
agencies and destinations. And they are very easy to transmit.
3. Psychological factors- In lifestyle, customers area unit being affected by several problems
that area unit distinctive through their thought method. Psychological factors will embrace
perception of a requirement or scenario, the person's ability to be told or perceive data, and
the perspective of somebody's. Consumers must be motivated it can be done by offering
them discount. This will help them in increasing the sales of products. The consumer must