Tourism Consumer Behaviour and Insight

TOURISM CONSUMER
BEHAVIOUR AND
INSIGHT

Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 different cultural, social, personal and psychological factors that influence the behavior of
consumers and their attitudes.......................................................................................................3
P 2 consumer trends are changing due to the impact of digital technology................................4
LO 2.................................................................................................................................................5
P 3 stages of the consumer decision making journey and map a path to the purchasing for a
given tourism service...................................................................................................................5
P 4 why it is important for marketers to map a path to purchase and understand consumer
decision making...........................................................................................................................6
LO 3.................................................................................................................................................7
P 5 key differences of the hospitality decision-making process in the context of B2C and B2B
.....................................................................................................................................................7
P 6 different approaches to market research and methods of research used for understanding
the decision making process........................................................................................................8
LO 4.................................................................................................................................................9
P 7 marketers can influence the different stages of tourism decision making process................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The analysis of consumer behavior requires the consideration of various processes
internal and external to the individual. To understand behavior, it is necessary to examine the
complex interaction of many influencing elements. It concludes with an illustration of tourist
behavior modeling. Travelodge Hotels Limited is a private company operating in the hotels and
hospitality industry throughout the United Kingdom, Ireland and Spain. Known simply as
Travelodge, it is the UK's largest independent hotel brand with over 570 hotels across the UK.
This report includes issues such as different factors and behavior of consumers and the factors of
its influence. Impact of digital technology on business and changing trends in business, process
of consumer decision making and importance of map and journey path, methods of research,
tourism decision making process and difference between B2C and B2B (Sutton, 2016).
LO 1
P 1 different cultural, social, personal and psychological factors that influence the
behavior of consumers and their attitudes.
Personal factors-
These factors also relate with the factors that are psychological that is the reason why
they are also known as psychological or explicit variables on the basis of individual personality
according to the tourist. The personality of the tourist is judged on all the basis such as
characteristics, beliefs on the basis of factors that made the individual consumer different from
other people. Travelodge plans for promotion according to the personality traits of consumers.
Attitude of the individual helps the company to assess the response in a positive or negative
manner. Other than this perception of the individual, their age and the profession they are
influence their behavior a lot.
Social factors-
Travelodge needs to be careful about the culture people follows and their beliefs as they
are the ones which influence the behavior of consumers. Culture refers to the tradition that
people follows. It is basically a framework of rituals that is developed on the basis of lifestyle of
people. Tourism companies such as Travelodge needs to figure out the background and some

information of the company so that strategies can be made. For instance needs of a bachelor
person is different from that of needs and priorities of a married couple.
Psychological Factors-
These factors stand on four belief and they are motivation, perception, learning and
beliefs and attitude. It states if consumer is motivated then he or she will surely consider going
on a trip. If the perception of the customer is positive then they will agree to the trip and vice
versa. Learning is concerned will collecting the knowledge which will take time to convince
them.
P 2 consumer trends are changing due to the impact of digital technology
Consumers are more aware of their needs-
Due to the advancement and development in the sector of IT they have more options and
availability to gain knowledge about the information which covers all the tourist activities. This
is helping the tourist to gain more confidence about the places they want to explore. Still people
who are old relies on the agencies that deals in this sector and provide a package deal. There is a
change in the demand pattern of consumers now they do not want to go on a common place they
want to explore new places and they are ready to pay for that (Prajitmutita, Perényi and Prentice,
2016).
Sustainable holidays-
People wants to change their preference from most wanted places to new and uncommon
places as they want to remove the factors that affect the environment of tourism in a negative
manner. Many of the countries such as Europe is facing the issue of overcrowding in the season
which is changing the minds of many people to consider that place as a option. This is the reason
why Travelodge needs to provide their clients a decent package and have the facilities of hotels
across more places. The reason behind visiting small and underdeveloped places is that they fear
that they so not have to face the urban impact of the disease (Santamaria and Filis, 2019).
Consumers and technology-