Factors Influencing Consumer Behavior in Tourism

Report

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Different cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes with a tourism context...........................................................................1
Consumer trends are changing due to the impact of digital technology.....................................2
TASK 2............................................................................................................................................3
Stages of the consumer decision making journey and map a path to the purchasing for a given
tourism service............................................................................................................................3
Explore why it is important for marketers to map a path to purchase and understand consumer
decision-making in the tourism sector........................................................................................5
TASK 3............................................................................................................................................6
Compare and contrast key differences of hospitality decision-making process in context of
B2C and B2B..............................................................................................................................6
Evaluate the different approaches to market research and methods of research used for
understanding the decision making process................................................................................8
TASK 4............................................................................................................................................9
Evaluate how marketers can influence the different stages of tourism decision-making process
giving specific tourism examples................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour is regarded as the study of how single consumers, teams or firms
choose, purchase, utilise as well as dispose ideas, products or services for satisfying its
requirements. Customer insight are the interpretation of trends within human behaviours that aim
to enhance the effectualness of goods and services for clients and maximise sales for monetary
advantage of that provisioning the goods (Bel and et. al., 2015). As per the scenario the
undertaken organisation in this report is TUI Group, which is an multinational travel and tourism
firm having headquarters is in London, UK. This report covers factors which influence tourism
customer behaviours, consumers changing trend because of digital technology impact, stages of
consumer decision making journey, mapping a path to buy and understand customer decision
making into tourism industry and key differences of hospitality decision-making procedures in
respect of B2C and B2B. Moreover, the several approaches to market research and how
marketers influence various stages of tourism decision making process are also discussed in this
report.
TASK 1
Different cultural, social, personal and psychological factors that influence consumer behaviour
and attitudes with a tourism context
Consumer behaviour and attitude is considered as the feelings of favourable as well as
unfavourable decision of person towards goods or services. This consists beliefs, feelings and
behavioural intent towards things (Cavagnaro and Staffieri, 2015). This is the accountability of
TUI group to examine customers attitudes and behaviours for facilitating them services
associated with tourism in order to obtain effective experiences. The several factors which
influence their attitudes and behaviours are discussed below:
 Cultural factors: It plays vital role in ascertaining the behaviour of customers. This is
categorised into culture, social class and sub culture. In this respect, individuals
behaviours and its role that they plays within community are involved. Sub- culture
regarded as group of people in which it share traditions, belief and others in context of
religion, nation etc. Likewise, in social class individuals are concentrated upon persons
income level. It includes customers, values and many more. The people who live into
society have several requirements as well as influenced by another one. The behaviour
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and attitude of customers are influenced as all user have its own traditions as well as
culture that modify its mind to purchase goods or services.
 Social factors: It is categorised in family, status, reference group, role and others. In this,
reference group can influence customer that affects firm's products and brands. For
example: In case reference group have used services form TUI Group as well as that was
better then they recommend it to others and likewise in case of bad services they suggest
to take services from another tour operators. Individuals from several company, families
and team have to maintain its reputation into society. It influence customer attitudes and
behaviours in order to buy products or avail services.
 Personal factors: There are several kinds of personal factors such as lifestyle,
occupation and others (Cheng and Edwards, 2015). These aids to influence customers for
purchasing products or services efficaciously. For example: TUI group is facilitating
services to travellers for operator. In case of children tourists, the operators has to provide
gaming facilities, for old age safe and high class rooms and others. Like this manner, this
particular factors influence the behaviour and attitude of customers.
 Psychological factors: This involves experiences, behaviours, motivation and others. All
these influence behaviour as well as attitudes for purchasing goods. For example: if
customer obtain effective services from TUI Group then they develop plans for further
visit as well and vice versa. Like this manner, customers behaviours as well as attitudes is
influenced (4 important Factors that Influence Consumer Behaviour, 2019).
Consumer trends are changing due to the impact of digital technology
With enhancement into technology, there is change into individuals requirements. The
digital technology plays vital role within human life as well as develop it more simple for
attainment of objectives. Likewise, in respect of tourism industry, digital technology have
effected the trends of customers that are discussed below: Digital technology provides peace of mind and convenience: With raise into digital
technology, they have developed human life in more advanced (Cohen, Prayag and
Moital, 2014). The technology services is available 24*7 that help customers to do task in
more simple way in order to attained business objectives efficaciously and efficiently. As
per the information above 75% of clients have brought the smart devices for family safety
and comfort (4 Examples of How Technology Is Changing Consumer Behavior, 2019).
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