Tourism Consumer Behaviour and Insight

20 Tourism consumer behaviour and
insight

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P1 & M1 The different culture, social and other factor influence consumer behaviour and
attitudes.......................................................................................................................................3
P2 Exploring new consumer trends changing due to digital technology....................................4
LO 2.................................................................................................................................................5
P3 The stages of consumer journey map.....................................................................................5
P4 Importance of understand consumers decision-making for marketers..................................7
LO 3.................................................................................................................................................8
P5 Compare and contrast decision-making process in context of B2C and B2B.......................8
P6 Evaluating different approaches to market research for understanding decision-making.....9
LO 4...............................................................................................................................................10
P7 Marketer can influence different stages of tourism decision-making process.....................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour is the study of individual customers, group and organization select,
buy and use goods and services to satisfy their needs and wants. Consumer is the king of
Tourism and hospitality sector. The present report is based on the “Belmond hotel” which is
leisure company that is operates luxury hotels and others services to their customers. The report
will evaluate different culture, social and other factor which influence consumers behaviour and
attitudes. This will also explore consumer trends changing with digital technology. The study
will examine by the different stages of decision-making with consumer journey map. This will
also compare by decision-making process B2C and B2B with specific example. Study evaluate
the different approaches to market research and method in order to understand decision-making g
process. This will also evaluate a different stage of tourism decision-making process.
MAIN BODY
LO 1
P1 & M1 The different culture, social and other factor influence consumer behaviour and
attitudes.
Consumer behaviour is the proper study of how individual customers and group use and
dispose idea to satisfy needs and wants of customer. This refers a such cations of consumer in the
marketplace and that are underlying motives for those actions in effective manner. There are
some important factors those are influence consumer behaviour and attitude. Those factors are as
follows:
Cultural factor:
Cultural factors plays a very vital role in determining consumer behaviour towards
tourism industry. Culture is very complex brief of human behaviour that include then society and
roles of society plays and custom or traditions (Achar, Agrawal and Duhachek, 2016). This
influence the behaviour and attitude of customers because of changing culture at hotel and
another place where customer is going for spending holidays. For example: if customer is going
at another country for enjoy and their culture is totally different from their client country in that
case their food and culture changes are influence behaviour and attitude of customers.
Social factors:

There are different types of social factors which influence customers behaviour and
attitudes in the tourism context like reference group, family, role and status. For example: in the
social factor reference group have the great potentially influenced consumer behaviour because
of making effective senses of work. Most of the time customer ask with their reference people
and group before purchasing any product and service with any hotel and travel brand. They take
feedback from other than decide to take those services form particular group. Through that social
factor is influence consumer behaviour and attitude in tourism sector.
Personal group:
A number of personal group and factors also influence the consumer behaviour and
attitude. This includes age and way of life, occupation, financial situations, life style and other.
For example: financial and economic situations of consumer is influence decision-making power
and his buying behaviour. If income of consumer is high and savings are enough then they will
able to purchase more expensive products (Alavi and et.al., 2016). But, on the other side, if
income of customer is lower than they will not able to purchase expensive product and services.
Through that personal factors is influence consumer decision-making and attitude in tourism
factor.
Psychological factor:
The psychological factor is also the part of those factor which can influence consumer
decision behaviour and attitude. This includes motivation, perception, learning and experience as
well as attitude or beliefs. For example: learning and experience is influence consumer
behaviour and attitude towards the business and tourism sector. If customer have proper
knowledge and information of hotel and travel services and product in the negative manner than
they will not purchase those services form company because they have experience about product
and services of hotel and travel and tourism sector.
P2 Exploring new consumer trends changing due to digital technology.
There are various consumer trends in the tourism sector which are often by digital
technology. Nowadays digital technology plays an important role in the hospitality and tourism
industry because this help to save time of customers and give more options for purchase services.
New consumers trends changing due to impact of digital technology are as follows:
 Nowadays digital technology is more advanced and have the great impact on customers
because of more safety and options provider (Carpenter and Yoon, 2015). For example: