International Travel & Tourism Consumer Behaviour & Insight

International Travel &
Tourism Consumer
Behaviour & Insight

Table of Contents
INTRODUCTION ..........................................................................................................................3
Task 1...............................................................................................................................................3
P1. Investigating the different psychological, social, culture, personal factors that influence
consumer attitudes and behaviour..........................................................................................3
2. Impact of digital technology on consumer trends. ............................................................5
Task 2...............................................................................................................................................6
P3Examine 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 path purchase for understanding
customer decision making. ....................................................................................................8
Task 3...............................................................................................................................................9
P5. By differentiate contrast between B2B and B2C in process of decision making by
assorting specific hospitality examples..................................................................................9
P6. Examine dissimilar approaches for market research and research method which is used to
understand for process of decision making .........................................................................11
P7.Examine how marketers respond towards decision making process with support of
examples from industry of hospitality. ................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
International travel and tourism is a kind of tourism which crosses the international
borders. Globalisation is the main factor due to which tourism can be expanded on such a large
scale (Han, Jung and Kim., 2018). Under tourism and travel, consumer behaviour plays a very
important role and on the basis of that travel companies can perform into positive manner. In the
present report, TUI group is taken into consideration. TUI group is headquartered in Germany
and basically a German travel and tourism company. TUI group is biggest tourism and travel
company which includes agencies, airlines and retail shops. The present report will cover
discussion about different cultural, social, personal factors which influence consumer behaviour
and attitudes and also about consumer trends. In addition to this, the reprt will cover analysis
about stages of consumer decision making process and about importance of marketers to map a
path to purchase. Moreover the discussion is about differences of tourism decision making
process in B2B and B2C.
Task 1
P1. Evaluate about the different cultural, social, psychological factors which influences
consumer behaviour and attitude.
Consumer behaviour involves study of how individuals, groups and various organizations
satisfy their wants and needs. When it comes to tourism sector, consumer drives towards factors
related to travelling and chooses a particular destination. In context to TUI Group, it is a largest
tourism company having its hotels, retail shops and travel agencies providing tourism services to
satisfy consumer's travel needs. There are various factors that creates a impact on consumer
behaviour and also affects the behaviour while purchasing a particular commodity or service.
Psychological Factors- There are various factors related to psychological that creates impact on
consumer behaviour:
Perception: It involves interpretation of sensory information to understand and represent
information. In context to TUI Group, each customer perception is different in terms of
travel requirements as well as environment. In order to ensure that consumers are satisfied it
very important to develop facilities according to different customers.
Motivation: It is a internal process that stimulates people to achieve organizational objectives. It
helps to influence the behaviour of people by making them strive voluntarily for attainment

of organizational goals. In reference to TUI Group, it motivates its customers and
employees to satisfy their leads to motivation.
Attitudes and beliefs: Attitudes are behavioural information and beliefs provides base to
attitudes. The attitude and beliefs have both positive and negative attributes on basis of
emotional factors of consumer. In context to TUI Group, their managers need to understand
the attitudes and beliefs of customers.
Social Factors : It includes factors related to social groups and society that influences the
behaviour of consumer which involves-
 Family: The behaviour of consumers is based on various factors that involves family
members or people having blood relations or marriage (Tussyadiah and Sigala., 2018). In
context to TUI Group, the company understand the family factors of consumer and also
their family members being a part of services.
 Social Groups : There are various social groups that affect consumer behaviour. In
context to TUI Group, the company creates tourism packages according to various social
groups on basis of their budget, affordability factor and income.
Personal Factor: There are various factors related to personal factors of consumer.
 Economic Situation: The personal factors might affect economic or financial condition
of a customer that can affect the purchasing power of customers. In reference to TUI
Group, loss of income due to various factors can affect the decisions of consumer and
can affect the purchasing power of customers.
 Personality: Personality of consumers plays a major role in affecting and creating the
behaviour of consumers while looking for needs and wants. Personality involves various
traits that affect behaviour of consumers (Prayag, Hosany and Del Chiappa, 2019). In
context to TUI Group, the management need to understand the personality of different
customers in order to develop services.
Cultural Factor: These includes cultural factors that impacts consumer behaviour-
 Social Class: It includes factors that affect the buying behaviour of consumer due to
various norms and rituals of society. In context to TUI Group, its important to understand

International Travel &
Tourism Consumer
Behaviour & Insight

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Consumer behaviour and attitude................................................................................................3
Examining different factors that influence travel and tourism consumer behaviour..................3
Explaining Consumer trends are changing due to the impact of technology..............................4
ACTIVITY 2 ...................................................................................................................................5
Examining the stages of the consumer decision-making journey...............................................5
Importance of journey map for Marketers to map a path to understand decision making of
customers....................................................................................................................................7
ACTIVITY 3....................................................................................................................................7
Discussing the difference between the decision-making process for B2C and B2B..................7
Compare and contrast the key difference in the decision-making processes between B2B
&B2C..........................................................................................................................................8
Different approaches to market research and method of research .............................................9
ACTIVITY 4 ...................................................................................................................................9
Marketers influence on customer decision-making process.......................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer behaviour means it is the case study of group, individual person or company
and all the business related activities connected with the products purchase and utilization or
disposal of services and goods. The case study will discuss international travel & tours company
named as TUI UK. The present report will give detailed information about consumer behaviour
and factors that can impact customer attitudes. Also, it will analyse the emerging market and
customer trends and how the customer behaviour and marketers are responding to the decision-
making process. It will explain stages of the journey map and its importance for marketers.
Further the report will discuss business to business and business to customers and their
approaches.
ACTIVITY 1
Consumer behaviour and attitude
The behaviour of customer consists of how the emotions, attitude, changing trends and
taste of audience can affect purchasing behaviour. There are different kinds of consumer
behaviour such as buying and products variety seeking behaviour and others (Kim and Byun,
2021). This is basically determined by types of products a customer wants on the basis of
preferences and habits. For example- if a customer like premium quality and branded products,
then they will only purchase superior quality products no matter what price does the shopkeeper
take to sell. According to experts, the decision-making process of audience who buy products for
their personal use. This also includes how the customers behave while deciding to purchase a
good or services that satisfies the needs and preferences.
Examining different factors that influence travel and tourism consumer behaviour.
There are many factors that impact customer attitudes due to changing in market trends.
A customer is led by his social class, family, culture, beliefs, personality and others. It is affected
by changing in market trends and technology as well as social environment. Due to this, there is
a quick change in the decision-making process (Hosta and Zabkar, 2021). A buying decision is
the result of each and every factor among social, personal and psychological. Their shopping
habits and the quality products they buy will influence the market conditions.
Social factors- This factors includes group member of society, social roles, family and
status. It will determine the external influences on buying decisions directly or indirectly. Every

category has different taste like teen may want the trending shoes model and smart watches used
by popular people.
Cultural and personal factors- These factors involves culture, lifestyle, occupation,
personality and age, decision makings process also influenced by the characteristics of each and
every customer (Di Crosta and et.al., 2021). Customer values, hobbies and habits of purchasing
goods have potential effect the buying attitudes. In order to develop appropriated products
marketers provide facilities to married couple and young generation on the basis of their taste
and needs. TUI UK has attracted many customers by keeping mind about culture of customers
and different factors while creating its marketing strategies.
Psychological factors- It will affect purchasing decisions which includes learning, belief
and motivation (hierarchy of needs by maslow's). For this every marketers needs to know about
people behaviour and their role in order to maintain marketing strategies. Due to beliefs and
attitudes the buying attitudes of the consumer highly impacted as they change their mind if
someone influences them. Marketers of TUI UK can attract the customer in order to changes the
attitudes and behaviour by inventing and launching special campaign of goods or services. The
travel brand has motivated its target market by providing various facilities as per the needs of
customers.
Explaining Consumer trends are changing due to the impact of technology
Nowadays, information technology has played a vital role in the travel and tourism
industry. With the help of new technology, the industry has reduced costs and enhance
operational efficiency in order to improve the customer experience as per the need and
preference. TUI UK utilizes technology to reduce labour costs and also to provide solution for
customer service issues (Brune and et.al., 2021). The most apparent manifestation of utilizing
technology in the travel industry and hospitality industry is online bookings. The customer
makes quick decision about their journey by using internet and book online for transportation,
check-in and checkout times.
Technology allows guests to make quick and informed decisions. Customers are more
attracted towards innovative ideas and new technologies. Thus, it will impact the decision-
making process and customers taste. Technologies like voice search, 5G, facial recognition and
easy payment modes has led to the adoption of smart equipments. Increased demand for
transparency and online purchasing has affected the consumer trends.