Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Explain the multiple cultural socioeconomic, personal and psychological variables which
affect customer attitudes and perceptions in relation of tourism industry.....................................3
P2 Determine how the effects of emerging media change market trends....................................4
TASK 2.......................................................................................................................................................5
P3 Analyze the phase on which consumers decide and map the way for a certain tourism
service to be bought.............................................................................................................................5
P4 Find out why it is important for advertisers to chart a route to buy and consider the
decisions taken by consumers in the tourism sector.......................................................................6
TASK 3.......................................................................................................................................................7
P5 Compare and contrast the key differences of the hospitality decision-making process in
the context of B2C and B2B using specific tourism examples.......................................................7
P6 Consider various market analysis techniques and research processes used to explain the
decision-making process.....................................................................................................................8
TASK 4.......................................................................................................................................................9
P7 To assess how advertisers can affect the various phases of tourism decision-making,
providing clear examples of tourism...................................................................................................9
CONCLUSION........................................................................................................................................10
REFERENCES........................................................................................................................................11

INTRODUCTION
Tourism is defined as the activities where the individuals are going and living in locations which
is outside their regions for the enjoyment as well as commercial purpose that is not more one
year (Abraham and Poria, 2019). On the other hand, consumer behaviour is many factor which
have been studied aspects of tourism. This helps the organisation to know that the customers
prefer for the specific destinations and which they affect the decision of people for travelling in
which areas. Trafalgar is considered in this report. It is largest company which is situated in
London, United Kingdom. It is founded in year 1947. This report covers the various factors
which affect the consumer behaviour and attitude with a tourism, trends which is changing
because of the digital technology, stages of consumer decision making journey, significance for
markers to map which helps them to buy in the tourism industry, difference between the
hospitality related to B2C and B2B, various aspects to market research in the decision making
as well as how marketers affect different tourism decision making.
TASK 1
P1 Explain the multiple cultural socioeconomic, personal and psychological variables which
affect customer attitudes and perceptions in relation of tourism industry.
Consumer behaviour is the analysis as to how people and businesses wants and
purchase goods or services. It primarily focuses on psychology, inspiration and behaviour. It is
essential for the selected tourism organisation as it assists advertisers in determining what
factors affect the purchasing decisions of individuals. The different factors which influence the
consumer behaviour which are mentioned below:
Cultural: Customer preferences are significantly affected by culture. A collection of beliefs and
philosophies that relate to certain culture are identified with a group of individuals. When an
individuals comes from a different types of groups, the culture associated with that society has a
strong impact on the behaviour of people. Trafalgar tourist affect the cultural factors such as
they have different opinion to select the destination which help them to travel (Bigne and et.al.,
2018).
Social: The people are social beings, around whom many people have control their
buying decisions. They are complex beings. Citizens want to encourage other people to join in
with the society and wish to be remembered socially. Consequently, the buying decisions of
those around you are influenced. In relation to tourism company, just few several social

influences including a user willingness to travel or not travel a specific location by providing first
hand data.
Personal: Personal considerations affect consumers buying decisions. These results
imply vary from person to person, resulting in a wide variety of behaviours and buying patterns.
In context to tourism industry, there are various features of tourists which includes gender,
marital status, level of education and status of employment which influence the tourist consumer
behaviour (Kozak and Kozak, 2018).
Psychological: Consumer behaviour is influenced by human experience. These
considerations are impossible to quantify but have sufficient power to affect a purchase
decision. In context to Trafalgar, the perpetual, emotional and behavioural aspects in which
citizens perceive travel are the psychology of travel. It is mostly about comprehending
customer’s motivation for visiting specific destination, using relevant resources and their
expectations and fulfilment.
P2 Determine how the effects of emerging media change market trends.
Digital technology has served a significant part in hotel as well as tourism industry over
the past few years. Technology has reduced costs, improved organisational efficiency, improved
installations and improved customer involvement. Enhanced networking, appointments and
programmes for guest care will benefit both travellers and businesses. The tourist and
hospitality industries profit from skilled work to compensate for expensive human work. This not
only saves money on the job, but also reduces issues in customer service. In context to
Trafalgar company, customers first interaction with the company is via the websites of the
selected organisation. This involves looking at photos and testimonials from previous visitors
which helps them to attract users towards their tourism industry (McKercher, 2018). It is critical
for a enterprise to successfully use online ads, social media, websites and online shopping
which help the consumer to visit and book their destination from their websites so that they can
distinct they offers from their competitors as they are doing the same tasks. Larger travel
companies with the different locations can communicate more easily through the computer
technology. They also find it easy to have workers on the same level and fully understood which
result in improving customer experience. All of the details about the guests, house cleaning and
reservations can be found in one framework. Consumer trend which impact the digital
technology on consumer behaviour as the more adoption of technology which helps them to
make their destination booking online in the Trafalgar website in order to increase profitability
and performance of business. People has to make decisions based on the requirement of the