Tourism Consumer Behaviour and Insight

Tourism
consumer
behaviour and
insight

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
P1 various social, cultural, personal and psychological factors that majorly impact on
consumer behaviour and attitudes...............................................................................................3
Change in customer trend due to impact of technology..............................................................4
P2 Changes in customer trend due to digital technology............................................................4
Theories and models which influence customer decision making in tourism sector..................5
LO2..................................................................................................................................................5
P3 Stages of consumer decision making and mapping a path to purchasing for a tourism
service..........................................................................................................................................5
P4 Importance of path mapping for marketers to purchase and consumer decision making......7
Decision making process.............................................................................................................8
LO3..................................................................................................................................................8
P5 Differences between B2B and B2C hospitality decision making..........................................8
P6 Different approaches to market research and methods of research used for understanding
decision making process..............................................................................................................9
P7 How marketers can influence different tourism decision making process with examples...11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour in tourism influences major tourism related activities in a precise
manner. It is important for a tourism sector organisation which is present in the hospitality sector
to analyse consumer behaviour in order to increase customer satisfaction (Abraham, 2019). In
this report different factors are explained which majorly impact on consumer behaviour and
attitudes. This report also contains changes which are faced by consumers due to introduction of
digital technology. A brief understanding of consumer decision making process is also covered
in this report with application of different theories and elements. In this report example of Visit
Britain tourism service organisation is taken into consideration. Visit Britain is a well
established tourism organisation based in London and was established in the year 2003.
MAIN BODY
LO1
P1 various social, cultural, personal and psychological factors that majorly impact on consumer
behaviour and attitudes
There are major factors which are present to influence consumer behaviour and attitudes in
a precise manner. In order to gain competitive advantage at the marketplace, it is essential for
Visit Britain to consider all the major factors that are explained below:
 Social factors- The social factors play a major role in development of various
tourism related activities and also impact on consumer behaviour and attitudes.
Social factors like living standard of society and culture of society are two major
factors that influence consumer behaviour and activities in different manner. It is
important for Visit Britain to properly analyse all the social factors which are
essential in increasing efficiency.
 Cultural factors- There are many impact of culture and trends on the people as
tourism organisations are majorly influenced by culture. Culture of society mainly
brings out different aspects of consumer behaviour and attitude which impact
functioning of the business (Adedoyin, 2021). The behaviour of a tourist mainly
depends on the culture from where they belong. It is important for a business to
consider all the cultural factors in order to attract large number of customers.