Consumer Decision Making in Travel

This assignment delves into the intricacies of consumer decision-making within the travel and tourism sector. It examines how factors such as identification, information search, evaluation of alternatives, purchase behavior, and post-purchase actions shape consumer choices in this dynamic industry. The report analyzes relevant trends, drawing upon academic literature, industry publications, and online resources to provide a comprehensive understanding of consumer decision-making processes in travel and tourism.

The Contemporary Travel
and Tourism Industry

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 ................................................................................................................................................1
Key milestone developments of travel and tourism industry ......................................................1
Different key elements of travel and tourism industry ...............................................................2
LO 2.................................................................................................................................................4
Determine the different factors that affect tourism behaviour ...................................................4
Models of motivation and ways of effect consumer decision making process ...........................5
LO 3.................................................................................................................................................6
Recent and emerging patterns and trends in international travel and tourism industry ..............6
LO 4.................................................................................................................................................8
Different factors affecting popularity of range of global destinations ........................................8
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
The travel and tourism sector is one of the sectors that have undertaken the modification
at very large scale. It is to declare which the economic effects and improvement of tourism
which have also determined in an efficient manner (Bærenholdt, Haldrup and Urry, 2017). This
study is based on UNWTO. It stands for World Tourism Organization which is United Nation
special authority responsible for the publicity of sustainable and existence accessible tourism.
Report will explain key historical developments and different key elements of travel and tourism
industry. It will determine the different factors affecting the tourism sector. Furthermore, study
will explain the models of motivations and ways of effect consumer decision making procedures.
LO 1
Key milestone developments of travel and tourism industry
Tourism is one of the important aspect in which involved by many people in the
developed world and related as an essential performance for economic growth not only in the
industrial nations but also in various developing nations (Radojevic, Stanisic and Stanic, 2015).
The stage of tourism actions across the world and absolute number of people who travel refers
that tourism is frequently determined as one of the biggest industries in the world.
In relation to, the middle ages and rebirth time period which involves duration time for
the middle ages (5th to 14th centuries) and rebirth time period (14th to 16th centuries). Tourism
almost disappeared during middle ages where travel became unsafe and unpredictable. During
the medieval time, travel declined. It derived from the word travail became heavy, unsafe and
demanding during this time.
Grand Tour 1809-1811:
Lord Byron spent two years travelling to Portugal, Spain , Greece and Turkey. Durong
trip, he composed the first canto of Childe Harold. His travelling companion was John Cam Hob-
house, Srope Berdmore Davies and Charles Skinner. The team is memorialised in part of Byron's
letter to Robert Charles Dallas of 7 September 1811. Hob-house returned to England alone in
July 1810. Byron stayed on in Greece returning to England in July 1811.
In order to that, there are many milestone and history in relation to development of travel
and tourism industry. Such as:
25 July, 1969:
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In this year, Development of tourism act which gives for the set of British Tourist
Authority and Tourist Boards for England, Wales and Scotland with duty for publicity the
growth of tourism to and within Great Britain.
1 Jan., 1970:
In this year, the achievement of lower value holidays packages in the 1970s modified all
that though, when common Brits were capable to exchange the Canvey Island for the Costas
where time period all inclusive in Benidorm can cost £78 (£708 today) during limit school
holiday period (Cornelissen, 2017).
5 Feb., 1970:
In this date, there are two developments have occurred like increase on package holidays
and currency restriction. In 1970, requirement for packages holiday raised. Most package
holidays were to places like Spain. The most famous travellers visiting were British and German.
Another development is to travellers were only meant to take £50 in Sterling when they were
travelling, but the currency limitation was lifted . More money refers more people needed to
travel so they can buy more things whilst on holiday.
1 Jan., 1980:
In this year, there is another act has been regulated which is Transport Acts 1980 and
1985 was brought about to aid coach firms. This act refers private businesses can travel on any of
the path (Cornelissen, 2017).
31 Dec., 1992:
In this year, there are regulated packages travel rules and laws. Any travel operator
offering packages holidays had to go through this regulations. This act make sure the travel
operators and users knew their duties.
1 Jan., 1995:
In this year, there is another development is to low cost airlines. An instance of low cost
airlines like RyanAir and Thomson. These only fly to Europe on short haul flight. The cause that
they are low cost airlines because they can get low-budget flights from them but also it goes to
various nations which they have never heard of.
1 Jan., 1998:
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In this year, introduce transport white paper which builds on that foundations. For the last
two years, the orientation of privatization , competition and deregulation has controlled transport
policy (Hsu, 2016).
17 Apr., 2007:
There is development of the first super ship in this year. Travelling by super ship can be
lower budget. It is because super ship is like travel ship, so that it has many of cabins and can
have many people that they have more people the costs is cheap.
1 Jan., 2015:
The Airbus380's upper deck widen along length of the fuselage with breadth same to
wide body aircraft. It provides the A380-800's cabin 550 square meters of useful floor space
40% more than the next biggest airline (Cohen and Cohen, 2018).
Different key elements of travel and tourism industry
Volume and attributes of tourism have been increasing so speedily in last years which its
has attracted focus of everybody. People have begin to tour more than any other period of history
with the raise in the life standard, leisure time and transportation services. Tourism is essential
role in economical and social cultural views is well accepted (Hebenton and et.al., 2016).
Modern travellers have diverse interests than traditional ones. Thus, it is needed to know
elements of tourism industry in relation to appreciation the substance of the process. There are
mainly four elements of travel industry like accommodation, transportation, support service and
attractions.
Accommodation:
There were only limited types of lodging, boarding houses etc. with the growth of
transportation, variety and quality of lodging facility was raised in the early history. The range
and kind of accommodation has modified importantly in the last half century with growth of
railways, roadways, waterways as well as development of the lost of places and lodging facilities
(Cohen and Cohen, 2018). This can aid to increase the experience and attraction of hotel as well
as travel and tourism sector. Through this, company raise the brand image and equity in front of
consumers in the marketplace.
Transportation:
It is course of tourism development. Improvement of tourism in any destination depends
on the level of growth of transportation. When overview of tourism growth in the world, it goes
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along with the pace of development in transportation system. In the past time, walking and utilise
of beast of load were main path of transportation (Hebenton and et.al., 2016). Railways and
water transportation become more efficient and broadly utilised with the invention of steam
engine. Effective transportation service help to create experience of the travellers towards the
destinations. This can aid to increase the experience and attraction of hotel as well as travel and
tourism sector. Through this, company raise the brand image and equity in front of consumers in
the marketplace.
Support Service:
Support service are those facilities which aid traveller to enjoy his stay in the destination.
Examples of services are such as: information facilities, insurance services, guiding, money
exchange and drawing services. Travellers stay can not be comfortable without these services.
These services are given by public and private sectors (Tam, 2018). NTO, regional, local and
tourist involving in public sector who are responsible for creating tourist policy, publication for
the info for the traveller. Cater guiding, street food, drink stall involving in private firms. This
can help to create experience of travellers towards the destination. This can aid to increase the
experience and attraction of hotel as well as travel and tourism sector. Through this, company
raise the brand image and equity in front of consumers in the marketplace.
Attractions:
Attraction are reason for visit to any place. This can range from man creates heritages to
the natural ones (Schuckert, Liu and Law, 2015). The stock of travellers attractions like cultural,
historical, traditions, festivals, arts and handicraft, lifestyle and so on. Scenic involve natural
views, wild life, biodiversity and entertainment includes sports events, night life etc. This can
aid to increase the experience and attraction of hotel as well as travel and tourism sector.
Through this, company raise the brand image and equity in front of consumers in the
marketplace.
LO 2
Determine the different factors that affect tourism behaviour
There are various factors that effect the operating of tourism industry such as:
Historical and cultural factors:
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The destination or place of travel influence the tourism industry to great level. If the place
is of large historical or cultural importance then travellers will surely like to visit the destination
for seeing castles, forts, caves, clothes, ornament and other related heritage. Effective heritage
destination influences positively on behaviour of tourists (Bærenholdt, Haldrup and Urry, 2017).
Environment Factor:
Tourism is the best form when the place self-praises of conductive climate. In contrast,
any unwanted modification in the surroundings like high words, flash floods, dryness and
extreme climate can influence tourism unfavourable. There two environmental factors involve
good climate and beautiful scenery (Radojevic, Stanisic and Stanic, 2015). Good climate and
effective scenery influences positively on behaviour and attraction of travellers.
Social Factor:
Social factor like culture, family, accessibility, accommodation, amenities and supportive
services . These kinds of factors influences on tourism development. If the tourist plans to
compass outside the tour-destination in quickest possible time, so that airways is the most
appropriate choice (Cornelissen, 2017). In this context, tour operator needs to provide the all
kind of services according to needs and wants of travellers which can influence on their
behaviour and attraction.
Technological Factors:
Internet has come in to almost every area of the world, travellers are enjoyed the
advantages of internet. While planning tour, the travellers seek to get thought about the
destinations they are going to visit, quality of comforts and facilities. After travelling place, the
experienced travellers share their ideas on different platforms of the internet (Hsu, 2016).
Economic Factors:
When the nation is undergoing economic bad weather and people are faced
unemployment problems, tourism is influenced unfavourable. On other hand, when the economy
of nations is doing well and people can afford to spend money on relaxation and tourism
progress (Wu and et.al., 2016). Ineffective economic condition of destination that can negative
influence on behaviour and attraction of tourists.
In order to that, there are many push and pull factor affecting the travel and tourism
business.
Basis Push Factors Pull Factors
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Meaning Push factor means that encourages
people to leave where they are
which involves few chances, loss
of wealth, poor medical care,
political fear, pollution. These kind
of factors affected negatively on
behaviour of consumer towards the
destination that are offered by
travel and tourism sector.
Pull factors means that
encourages people to go to
certain place which includes
education, better medical care,
security, enjoyment, better
living condition. These kinds
of factors influenced positively
on behaviour of consumer
towards the destination that are
offered by travel and tourism
sector.
Activities It involves increasing the social
circle, sightseeing variety,
escaping from day to day routine
and gaining knowledge. Fulfilling
prestige is the most essential push
motivational factors to travel.
It involves history and culture,
natural resources and other
factors. Easy access and
affordable is most essential
pull factor in the travel and
tourism.
Models of motivation and ways of effect consumer decision making process
There are is one of the most suitable model of motivation is Maslow need hierarchy
which is most essential contributions to the field of motivation study. Maslow planned that
human needs can be categorized into five basic levels like primary needs, safety and security,
social, esteem and self actualization needs. As per theory, these wants are hierarchical and single
persons will go step by step, beginning with fulfilment of lower order need which includes basic,
safety needs and bit by bit move towards satisfaction of larger order ants which includes social,
esteem and self actualization needs (Hebenton and et.al., 2016). Consumer behaviour have
discovered skillfulness of the model highly useful while testing consumer motivation. The five
requirements and language has been creation utilised and tested around disciplines. However,
evaluator present that pointed structure fails the test of real life conditions and practical testing.
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Consumer behaviour have pointed their limitation especially in relation to customers
moving hierarchically around the wants from lower level to larger level. The experience of
consumer number of needs and requirements as well as frequently satisfy them at the same time
rather then looking at their quality (Schuckert, Liu and Law, 2015). User also frequently act one
requirement for another. In this context, there are many ways or factors affecting the process of
decisions making of users.
Model of decision making:
The traditional model of consumer decision making procedure which is also called as five
steps model of customer purchasing procedure which involves such as:
Need Identification:
The first step of the model is to identify the needs or problems when customers realize
that they require something (Cornelissen, 2017). In this section, travellers needs to identify wants
that which kind of place has been visited. It is necessary to identify the wants of travellers for
selecting the destination. This can help to raise the attraction of the travellers in the travel and
tourism industry.
Information search:
The second stage of the model is to gather the information which involves evaluate the
image, history, location and any other information. This kind of section effect on the decision of
consumers (Hebenton and et.al., 2016). This can help to raise the attraction of the travellers in
the travel and tourism industry. It is necessary to search the wider informations of destination as
the requirements of travellers. Through this way, they are selected the most appropriate
destination for visiting.
Evaluation of alternatives:
After collecting the info, it is necessary to take the decisions in relation to select the
between alternatives. Thus, it is necessary to evaluate the alternatives ways of travel in relation
to make effective decision. This can help to raise the attraction of the travellers in the travel and
tourism industry. It is the necessary to evaluate the alternatives for making the decision in
relation to selecting the destination for visiting (Schuckert, Liu and Law, 2015).
Purchase:
In this section, travellers needs to prepare for visiting the place or destinations. This can
aid to increase experience of travellers during the tour. Therefore, it is needed to identify that
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which kind of packages that can tourists has been buy in relation to make effective decisions.
This can help to raise the attraction of the travellers in the travel and tourism industry.
Post purchase behaviour:
After that, it is necessary to identify the satisfaction, result and evaluation of travel by the
tourists. It is needed to determine post purchase behaviour of travellers during the tour. This can
help to raise the attraction of the travellers in the travel and tourism industry (Cohen and Cohen,
2018). Through this way, travellers easily make decision of selecting the destination.
LO 3
Recent and emerging patterns and trends in international travel and tourism industry
Global tourism arrivals with last five years:
Arrivals by world region
The United Nation World Tourism Organization approximates which globally there were
25 million tourists arrivals in 1950 (International arrivals by world region. 2018). Later, 68
years this number has raised to 1.4 billion global arrivals per years.
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The growth of tourism is recent year confirms that the sector is today one of the most
powerful drives of economic growth and Development. It is accountability to handle it is
sustainable manner and translate this expansion into real benefits for all nations. For travel and
action operators, it can be challenging to discover to find current travel trends without having to
study varies articles around the web. There are many trends in travel and tourism industry such
as:
Sharing economy Airbnb:
It is the defined as sharing economy platforms for individuals to share additional space in
their homes but in actuality the space is rented not shared. The listing of Airbnb are mostly
operated by property management companies. The average prices of hotel rooms with average
prices of Airbnb listing in 13 leading cities in the US.
Last minute booking are raising:
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Illustration 1: International arrivals by world region
Sources: (International arrivals by world region, 2018)

There are 39% participants selected that last minute bookings had been common trend for
their business in the 2018. It can be showed that reservations for tours and actions that last 1 to 3
hours tend to reserved in-destination or just arrivals (Radojevic, Stanisic and Stanic, 2015).
Generally, it is necessary to booking are made 13 days in advance and 5 days on mobile booking.
Preferred advance booking:
There is shift with multi-day tours and actions being reserved further in advance and
being preferred option for tourists. Comfort is key selling points as tourists no longer need to
spend time planning different actions. Thus, World Tourism Organization needs to give the
policies of advance booking of packages. This can help to raise the attraction of the travellers in
the travel and tourism industry.
Visiting new destination:
There are 22% participants seen visible raise of travellers from new destination in the
2018. this was preponderantly from China who are proven to spend more when touring. Other
destinations involves USA, Latin America and Spain (Cohen and Cohen, 2018). Therefore,
World Tourism Organization needs to offer policies for the new destination to travellers. This
can help to raise the attraction of the travellers in the travel and tourism industry.
Ecological and educational tours:
Ecological tours are the most famous tours offered by many travel and actions operators
who responded in the 2018. These are normally scarce experiences which educate and share
internal info on the field and ways of protection it for the future. Tours which utilise proceeds to
fund ecological tasks such as forest or animal habitat restoration are selected above alternatives
with cause (Hebenton and et.al., 2016). Thus, World Tourism Organization needs to give
policies for this kind of tours for increasing the attraction of travellers.
Travellers enjoys localised experience:
Tourists are selected to become more penetrated in the localised culture when visiting
destinations. They need to do what the localized do and eat where locals eat. Airbnb experiences
are offered solution where tourists can book localised experience with destination domestic. This
can help to raise the attraction of the travellers in the travel and tourism industry.
History and culture:
Walking tours are one of the primary experiences for anyone visiting new location. They
are great chance to discover their bearing, meet other tourists and have all their questions replied
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by destination expert (Gupta, 2017). Therefore, World Tourism Organization needs to give the
policies for giving the all kind of informations like history and culture to the travellers. This can
help to raise the attraction of the travellers in the travel and tourism industry.
Globalization and technological advancement:
Both are essential aspects which involves in recent trends in international travel and
tourism industry. These can impact on tourism attraction and attention towards the destination.
Impact of globalization on tourism from number of perspectives which involves global mobility,
population, safety and security as well as terrorism. Also, it raises awareness of new destination.
The advances created in transportation which have allowed international mobility are particularly
important. Modern aircraft, cruise ships, trains and other ways of transport enable people to
move fast and comparatively cheaply. Due to disrupted tourism, terrorist attacks and political
unrest internationally but not unfit it. Safety and security for tourists is becoming more essential
as nations move to secure their citizens. Government agencies around the world produce
consultant and warning for their citizens to stay away from unsafe areas and political unrest .
Impact of globalization on tourism is larger awareness of destinations and scope of leisure
actions and sites.
Multi generational travel:
Solo tour was primary theme in 2017, specially solo female travel. There will constant to
be more options and inspiration for solo travellers next year but travel in 2018 will look leading
rise in interest in multi-generational travel (The rising trends in travel and tourism for 2018). It
involves family members of all ages, parents, children and grand parents which will be touring to
reconnect and make new memories together (Tam, 2018). Alternatives for all ages will be
needed for travel brand like World Tourism Organization.
LO 4
Different factors affecting popularity of range of global destinations
There is one the most popular destination in the UK which is Buckingham Palace which
has been London residence of Royal Family since Queen Victoria's accession in 1837. In this
context, there are different factors affected popularity of global destination in the united
Kingdom. These kinds of factors affected on the popularity of destination in the UK. Such as:
Purpose of destination:
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The selected destination is Buckingham Palace in the UK. The purpose of chosen
destination is to attract the tourists towards the palace (Hebenton and et.al., 2016). Therefore,
this kind of factor is highly effected on popularity of destination in the UK. Effective purpose of
destination is most essential factor which increase the attraction of travellers towards the
destination in the UK.
Design and methods:
The selected destination is Buckingham Palace in the UK. The design and method of
palace is very impressive and effective which help to raise attraction of travellers towards the
destination. At the destination, there are many state rooms, grand staircase, fine art, audio tour
with Prince Charles, throne room which involves in design of the destinations (Hebenton and
et.al., 2016). Effective design is most essential factor which increase the attraction of travellers
towards the destination in the UK.
Consumer behaviour:
The selected destination is Buckingham Palace in the UK. The consumer behaviour is
highly effected on popularity of destination while they are visited the destination. Positive
consumer behaviour is highly effected on the popularity of the destinations. It is the most
essential factor effected on popularity of destination in the UK.
Wider information:
The selected destination is Buckingham Palace in the UK. Therefore, owner of palace
provides the high level of informations relating to the location and area, so that consumer more
attracted towards the popularity of the destination (Tam, 2018). This can aid to raise the attention
and attraction of tourist towards the Buckingham Palace in the UK. There are wider information
available that can help to tourist in relation to reach the destination.
In order to that, there are many macro environment factors which influences on global
destination like social and culture, political, legal, economic, environmental and technological
factors.
Social and culture:
It involves consumer behaviour and trends, features of population which directly impact
on global destination. There are many people coming at the global destination Buckingham
Palace in the UK and they have many culture and trends.
Political and legal:
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It involves safety, security and threats of terrorism which directly impact on global
destination like Buckingham Palace in the UK. Also, this can impact on consumer behaviour
towards the destination.
Butler TALC model:
This model is related to travel and tourism carrying capacity and sustainability. Tourism
attraction are fragile and requirement to be carefully handle, so that they are not allowed to
exceed their capabilities limits. It involves six stages exploration, involvement, development
consolidation, stagnation and declines.
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CONCLUSION
This report has summarised that Key milestone developments of travel and tourism
industry which involves acts and other regulations development. It can be concluded that
Different key elements such as accommodation, transportation, support service and attractions in
the travel and tourism industry. It can be discussed that different factors that affect tourism
behaviour historical and cultural factors, environment factor, social factor, technological factors
and economic factors in the travel and tourism industry. Furthermore, report has completed that
ways of effect consumer decision making process need identification, information search,
evaluation of alternatives, purchase and post purchase behaviour in the travel and tourism
industry.
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REFERENCES
Books and Journals
Bærenholdt, J. O., Haldrup, M. and Urry, J., 2017. Performing tourist places. Routledge.
Cohen, S. and Cohen, E., 2018. Key milestones and changing directions in the sociology of
tourism. The SAGE Handbook of Tourism Management, p.86.
Cornelissen, S., 2017. The global tourism system: Governance, development and lessons from
South Africa. Routledge.
Gupta, A., 2017. Tourism an Emerging Milestone in Sustaining the Economy. Journal of Social
Sciences & Multidisciplinary Management Studies. 1(1). pp.19-23.
Hebenton, J. and et.al., 2016. Models of care are associated with time taken to achieve key
rehabilitation milestones in patients undergoing lower limb amputation: The 4th European
Congress of the European Region of the World Confederation of Physical Therapy (ER-
WCPT) Abstracts, Liverpool, UK, 11-12 November 2016 Research output: Contribution to
journal› Meeting abstract. Physiotherapy. 102. p.1.
Hsu, A. Y. C. 2016. In-destination tour products and the disrupted tourism industry: progress and
prospects. Information Technology & Tourism. 16(4).pp.413-433.
Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management. 51. pp.13-21.
Schuckert, M., Liu, X. and Law, R., 2015. Hospitality and tourism online reviews: Recent trends
and future directions. Journal of Travel & Tourism Marketing. 32(5). pp.608-621.
Tam, T., 2018. Post SARS: Key milestones. CCDR. 44. p.5.
Wu, C. H. and et.al., 2016. An online niche-market tour identification system for the travel and
tourism industry. Internet research. 26(1). pp.167-185.
Online
The rising trends in travel and tourism for 2018. [ONLINE]. Available through. :
<https://www.momondo.co.uk/discover/article/trends-travel-tourism>.
International arrivals by world region. 2018. [ONLINE]. Available through. :
<https://ourworldindata.org/tourism>.
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