Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION ..........................................................................................................................1
Main body .......................................................................................................................................1
P1. Different cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes with a tourism context...........................................................................1
P2. Consumer trends are changing due to the impact of digital technology................................3
TASK 2............................................................................................................................................4
P3. Stages of the consumer decision-making journey and map a path to the purchasing for a
given tourism service...................................................................................................................4
P4. Importance of mapping a path to purchase in order to understand consumer decision-
making process by the tourism marketers ...................................................................................5
TASK 3............................................................................................................................................5
P5. Key difference of the decision-making process in B2B and B2C. .......................................5
P6. Different approaches to market research and methods of research used for understanding
the decision-making process........................................................................................................7
TASK 4............................................................................................................................................8
P7. Evaluating ways in which tourism marketers can influence different stages of consumer
decision-making process .............................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Tourism consumer behaviour and insights are important for the tour operators as for
promoting their business it is necessary to know the trends and behaviours of the consumer
(Díaz, Gómez. and Molina, 2017). Studying the consumer behaviour is necessary as the
company gets to know the trends of their decisions. Trafalgar travel UK is a tour operator which
has its headquarters in England. It is considered one of the leading travel brands in UK. In the
further report factors that influence tourism consumer behaviour will be examined. The
consumer decision making process will be explained and importance of mapping a path to
purchase will be explored. The key difference between B2C and B2B decision making will also
be discussed. Lastly the way marketers influence different stages of tourism consumer decision
making process will be evaluated.
Main body
P1. Different cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes with a tourism context
The consumer behaviour in tourism is influenced by many factors such as cultural, social,
personal and psychological factors. Therefore a marketer must try to understand all these factors
that impact the consumer behaviour.
Cultural factors
These factors are related to culture from where the person comes from. Particular person
have a set of values and ideologies that the person have acquired by the community where he
belongs to. The following are cultural factors:
Culture – The culture within which the person resides includes the basic values,
preferences, needs and wants of the people around. In context to Trafalgar travel UK, this factor
impacts the tourism as if the family members of people around are fond of travelling then the
person will also get influenced and decides to travel and explore new places. For example,
If culture fosters a more extroverted personality style then managers of Trafalgar expect more
need for social interaction. Additionally, Individualistic cultures foster more assertive and
outspoken behaviour. When the general population encourages these gregarious behaviours,
more ideas are exchanged and self-esteem increases resulting to impacts of behaviours of
customer to make purchase decisions for trip (Dutta and Bhattacharya, 2018).
1

Subculture – Within culture there is also subculture such as religion, caste and
geography and it is also one of the cultural factors that influence tourism. As people in UK are
very fond of travelling and going to new places. Therefore tourism is also affected by
nationalities.
Social class – Another social factor is social class which includes the income, family
background, education etc. These factors also influence the behaviour of the consumer of
Trafalgar travel UK with regard to tourism as people who belongs to higher income group travel
more than those who belong to low income groups.
Social factors
Humans are the social animals and are influenced by the people around and also these
people impacts their behaviour. The social factors include religion, urban-rural differences,
norms, social class, proximity to problematic environmental sites and cultural and ethnic
variations managers of background, education etc (Stankevich, 2017). These factors also
influence the behaviour of the consumer of Trafalgar travel UK recognize that pro-environmental
behaviour often is undertaken that impacts widely on attitudes of travellers to save money or to
improve their health. The following are the social factors that influence consumer behaviour and
attitude in context to tourism.
Family – Family is the main influencer of any person and it plays a very crucial role in
shaping the behaviour of the consumer. Person develops preferences as he grows along with his
or her family members. These factors impacts the consumer behaviour that are part of Trafalgar
travel UK as if the family members travel frequently then the person also develops travel tastes.
Reference groups – These groups include the persons who have similar buying
behaviours and similar taste and preferences. The reference groups of Trafalgar travel UK
impacts the travelling pattern as if the group is very fond of travelling then the person also
develops interest in travelling.
Roles and status – The roles and status is also a type of social factors and it is the
position or status that a person hold in the society. A person is influenced by roles and status as
people belonging to the higher roles and status have different travelling pattern and people with
low roles and status have different travelling patterns.
Psychological factors
2