Consumer Behaviour in Tourism: Influencing Decision Making and Buying Behavior

Consumer Behaviour

INTRODUCTION
Consumer behaviour can be describe as a study which in related to how a person,
customer or group of individual react towards particular goods or services (Cai and et.al.,
2004). It is very essential for an organisation to study the behaviour of customer with the
motiev of provide better services or products. This is very helpful in enhancing sales as well
as profitability of organisation. Chosen company for this report is Holiday Inn. This is one of
the well known British organisation that is performing business activities in hospitality and
tourism sector. This company was established by Kemmons Wilson in 1952. This
organisation is offering its high quality services and products to various area of globe.
Holiday Inn headquarter is established in Denham, Buckinghamshire, United Kingdom. This
report includes Different stages that is included in consumer decision making journey. It
consist of significant of path mapping for buying decisions as well as comprehension of
decision making of consumer for marketer. This report includes how a marketer respond to
process decision taking and comparing different among the process of B2C and B2B decision
making. Various methods of reaching market has been identified as well as evaluated. Apart
from this different phase of process tourism decision making has been identified for marketer.
P3.
Consumer decision making process play a important role in tourism services as it is
very important for all those organization that is performing business activities in respective
sector to understand customer need and requirement (Cohen and et.al., 2014). This is very
supportive in taking appropriate as well as accurate decision which will lead to meeting with
customer wants. Consumer decision making journey can be describe as action that is taken by
organisation with the motive of analyse consumer needs. This process includes five different
stages which is mention below in detail. Holiday Inn company needs to understand decision
making journey of consumer with the motive of with customers requirement.
Recognition of needs:
It is considered as the initial phase of decision making journey of consumer as in this
respective company will try to identify needs of customers. it is essential for Holiday Inn
organisation to recognise customers requirement to order to full fill it in effective manner.
Searching and gathering Information: