20 Tourism Consumer Behaviour and Insight (L5)

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a tourism context..........................................................4
P2 Explore how consumer trends are changing due to the impact of digital technology. .........5
TASK 2............................................................................................................................................6
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given tourism service. .....................................................................................6
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision-making in the tourism sector........................................................................7
TASK 3............................................................................................................................................8
P5 Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific tourism examples. .......................................................8
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process. ............................................................................10
TASK 4..........................................................................................................................................11
P7 Evaluate how marketers can influence the different stages of tourism decision-making
process giving specific tourism examples. ...............................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer behaviour involves the specified or certain decisions, actions and activities,
ideas or expertise to satisfy the consumers needs and wants in proper manner. It is majorly
concerned with actions which directly related to obtaining, consuming and disposing of products
and services which involves the decision processes precede respective actions. Consumer
behaviour is one of most area of researched in travel and tourism sector to provide one of best
services to them. This report is based on TUI Group which is an Anglo German multinational
travel and tourism company, headquarters in Germany. It is one of most largest leisure, travel
and tourism company in whole world. This report is based on various factors which affects on
consumer behaviour and attitudes and emerging change due to digital technology. Further it
includes stages of consumer decision making and map path for purchasing tourism services and
its importance. Differences in hospitality decision-making process in B2B and B2C tourism
businesses. At last it includes different approaches and influence of marketers in various stages
of tourism decision.
TASK 1
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a tourism context.
In travel and tourism sector, consumers before making a final decision they influenced by
a wide range of factors. Some factors exert direct and measurable effect on buying decision
whereas other are tangible in nature. Here are the description of factors which directly influence
consumer behaviour:
Cultural factors:

The one of most fundamental determinant in regards of person's wants and needs is its
culture which comprises of values, norms and rituals of society (Benckendorff, Xiang and
Sheldon, 2019. ). Some people allows themselves ant their family to visit or explore the places.
Consumers prefers to visit some specified places that respect the culture of others and accept in
positive manner.
Social factors:
Social factors which directly influence the consumer decision making after examining
various factors that are Reference group, family, roles and statuses.
 Reference group: Reference group designated to an individuals and group of individuals
by serving as an point of comparison by framing the general or specific values, attitudes
and behaviour. Every being is a social animal and compared by other abilities and
opinions (Gibson and O’Rawe, 2018.). Such as if an individual visits lot of places then it
automatically create desire to be part of it. In context of TUI group they target their
potential consumers by focusing on their respective factors. Such as business class people
prefer to visit places and their reference group also influence them.
 Family: Family plays very much important role which directly influence the buying
decision of an individual. Some families are procreation and other are orientation so it is
very important for TUI group to study the potential belongs from which family
background .
Personal factors:
In personal factors includes the personal characteristics which directly influence the
buyer's decision-making that are gage and stage of life cycle, occupation, economic
circumstances, lifestyle and personality. In context of TUI group which influenced by all
respective factors that are as follows:
 Age and stage of life cycle: Respective factor directly influence consumers decision-
making as consumers age changes they not prefer to explore the places (Hanna and
et.al ., 2018. ). Mostly youngsters opted to explore the places and adopt adventures that
make them happy. In context of TUI group they conduct through study on their potential
consumers age and life cycle.