tourism consumer behavior and insight

TOURISM CONSUMER BEHAVIOUR
AND INSIGHT
1

Table of Contents
INTRODUCTION...........................................................................................................................2
LO 1.................................................................................................................................................2
P1- Influence of social, personal, psychological and cultural factors upon attitudes &
behaviour of consumer...........................................................................................................2
P2- Customer trends are changing because of digital technology impact..............................3
M1- Manner in which social and other factors impact buyer behaviour................................4
LO 2.................................................................................................................................................4
P3- Stages of customer decision making journey and path to purchase TUI services...........4
P4- Importance to map a path to purchase and comprehend customer decision making for
marketers................................................................................................................................6
M2- Ways through which marketers are respond to decision making act.............................6
LO 3.................................................................................................................................................7
P5- Comparison based on differences of hospitality decision making in regard to B2C and
B2B.........................................................................................................................................7
P6- Varied approaches to market research and techniques in context of comprehending
decision making procedure.....................................................................................................8
M3- Justification based on influence of different elements on buying nature and decision
making....................................................................................................................................8
LO 4.................................................................................................................................................9
P7- Marketers can influence phases of tourism judgement making act.................................9
M4- Critical evaluation based on how marketers can impact each phase of decision taking 9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
2

INTRODUCTION
Customer behaviour is study of how groups, individual buyer or consumer choose,
purchase, use and dispose thought, products and services to satisfy his or her wants. It gets
influence by several factors either personal or social. The current assignment will be based on
Thomas Travel Group Plc, which falls under list of top tour operator companies in the UK. This
study will explain personal, cultural and other factors that will influence customer behaviour and
attitude and it will also define change in consumer trends due to impact of digital technology.
Furthermore, this report will describe stages of customer decision making journey, importance of
path mapping to purchase & understand individual judgement act in tourism industry and also
define comparison base on hospitality decision making process differences. This study will
justify methods and approaches market research and investigation and it will also clarify ways
through which marketers can influence people at each phase of decision making.
LO 1
Customer behaviour can define as study of target segment or group of buyers as well as
procedures they use to select and consume a products or services. This study is really very
important and beneficial for hospitality sector. As it helps organizations that has been operated in
this sector in regard to understand the buying pattern of its target market and permit them to take
decision accordingly.
There are varied components accessible in the world of corporate that can influence and
affect customer nature and attitude either in positive or in negative manner in context of buying
holidays packages offered by TUI (Molinillo, Anaya-Sanchez and Liebana-Cabanillas, 2020).
Cultural factor-
The most essential determinant of customer behaviour and needs is culture, which
comprises of learned values, principles and rituals that can influence his or her attitude and
nature positively (Park and Lee, 2019). From example, desire to collect more info about
historical and other places influence customers to book tickets from specific travel firm who has
already operate in travel sector.. This trust influence customer to consider the most comfortable
and experienced travel package offer by chosen brand.
Social factor-
Buying habits, family size, education level and religion are included in list of social
factors that affect customer behaviour and thoughts in context of holiday’s packages or tourism
3

services. For instance, when one family member experiences a great travel journey they can
advise other one to do the same (Melvin, Winklhofer and McCabe, 2020). It can put positive
influence on customer behaviour in form of taking interest on offers provided by TUI like travel
package, flight tickets etc.
Personal factor-
Stage in life cycle, age, economic circumstances, occupation, self concept, lifestyle and
personality are all social factors. For example, in today’s time, due to work and occupation
individual customers influence to travel place where they want to and go because of work.
(Alonso-Almeida, Borrajo-Millán and Yi, 2019). It can be considered as personal factor that
influence individual to book a good and fully accommodate travel package.
Psychological element-
Motivation, attitudes, beliefs, perception and learning are included in category of
psychological factors, which successfully influence behaviour and thinking of people relate to
tourism and services offered by TUI. For instance, Customer who have hear that historical place
describe history about God goodness, they get influence by this, as it encourage them took a
travel package to reach at Top Historical Places of the World that is quite common in recent time
and beneficial for tourism sector (Post and van der Molen, 2020). When people make a decision
about specific thing they could think about solving and achieving that need, as he or she could be
influenced by psychological factors.
Consumer trends are all about themselves; how they act, what they need and how they
recognize the world around them. It has changed because of several factors or reasons available
in actual world. For example, digital technology is one of the external elements that change
customer trends (Li, 2020). For example, video calls via application is quiet common in recent
time, it change the way one customer communicate with other one, without visiting home or
office place. This term includes communication, computing and content; all these things enhance
degree of distribution and creativeness of info.
Digital technology can modify buyer trends that means it change his or her way they
behave and act towards services and products of TUI as tourism Company. In earlier period,
people gather information about items or other things in which they are interest to purchase. It
can be done via market investigation and personal references. But because of digital technology,
in recent time individual person have changed the way he or she collect data (He and et.al.,
4