consumer insights and analytics

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION ..........................................................................................................................3
P1 Investigation of various social, cultural, psychological and personal factors that impact
tourism consumer behaviour along with different examples......................................................3
P2 Explanation of how consumer trends are changing due to digital technology .....................5
PART 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
P5 Compare and contrast the key differences of the tourism decision-making process in the
context of B2C and B2B.............................................................................................................9
P6 Evaluate the various approaches to market research & methods of research adopted for
understanding the decision-making procedure..........................................................................11
P7 Examine how marketers and influencing different stages which result as tourism making
effective decisions. ...................................................................................................................12
CONCLUSION .............................................................................................................................14
REFRENCES.................................................................................................................................15
Books and Journal.....................................................................................................................15

INTRODUCTION
Consumer are indifferent from each other and come up with different behaviour and
nature in making their purchase into the market. This behaviour reflects their perspective towards
products purchase and selecting the best one as per their preference. Organisation needs to
analyse different aspects of different customers before servicing goods and services so that they
would not be left with dead or leftover stock. It drives the response which customers are giving
in relation to the product quality and re consume. So that it is necessary to retain them for longer
period. This report will be covering the area of TUI UK and Ireland. It is a tourism company
which has started their services in 1923. Costsaver and Trafalgar company is also taken into
consideration to support the arguments. These two organisation are mainly known for providing
tour packages. With respect to TUI UK, it has first established in German and now scattered their
operation in whole wide would. The company has diversified operation in stay at hotels, tourism
package, resorts, holiday packages and many more. Due to wide scope of tourism sector and high
competition which provide various choices to consumer in order to shift their demand. The
report has categorised in two sections (Loureiro, Gorgus and Kaufmann, 2017). First one is
going to evaluate about factors which influence on consumer behaviour such as cultural,
personal, social and physiological with the help of relevant examples for better understanding.
Also, impact of digital technologies in changing consumer demands in tourism industry.
Moreover, second part going to cover relevance of consumer decision making as per t marketers
in involving a better path. How B2B and B2C approaches are helpful in whole decision making
process has discussed.
P1 Investigation of various social, cultural, psychological and personal factors that impact
tourism consumer behaviour along with different examples
Consumer behaviour reflects the nature of people towards purchase of any product and
using services. Organisations needs to first analyse the actual trends and need of customer to
attract number of audience towards organisation product. It gives several benefits to organisation
in developing brand identity and set a good image into consumer mind. To avail these benefits,
organisations needs to analyse important factors so that they could make more of satisfactory

products (Liobikienė and Bernatonienė, 2017). TUI UK has evaluated the list of factors that
impacted on their services by comparing them with other examples. These are mentioned below:
Social factors: These factors include social values of customers such as their friends, peers,
family and other important aspect which has affect in their life. Consumers not only demand by
all themselves rather they prefer to discuss with their family or friends. Which influence on their
life and different thinking leads a win towards changing demands. Tourism sectors has to take
appropriate decision in providing innovative services as per customer age. Middle level age
group are more concerned in this factors as they usually prefer to have clubs and resorts into
their fun activity. On the other hand aged group desires to have spiritual places. So that TUI has
to formate their packages as per their requirements (Gummerus, von Koskull and Kowalkowski,
2017).
Cultural factors: These factors are based on people value and beliefs through which they set
their ideas and prospective in relation to involve something into their life. Middle level people
like to have minimum range packages of nearby cities. Whereas, high level people demand for
other cities with high class services. In relation with Costsaver, they offer attractive packages as
per demand of these middle and lower class segments. The company provide facilities for every
age group with reasonable price so that their income factor would not come in between thinking
of purchase.
Psychological factors: These factors encourage involvement of all the factors in decision
making. Which include family, friends as well as market components. Tourism sector has to
verify these norms of consumer behaviour that creates hurdle in making their purchase. For that
instance, people are now affected by digital sources and make analysis through reviews and
feedback. TUI has their own web link through which they provide relevant services for customer
preference and and maintain their website up to date.
Personal factors; Under these factors, customer are bound their era as per their income group,
age, economic conditions and many more. According to personal factors, low income people
prefer to take minimum amount of package once in a year where as, good income level people
seasonally demand for high packages 2-3 times in a year. Trafalgar company make their
consumer analyse in order to gain competition and provide attractive packages as per their level
of income (D’Oca and et. al., 2017).