Tourism Consumer Behaviour and Insight

This document explores the factors influencing consumer behaviour and attitudes in the tourism industry. It discusses the impact of digital technology on consumer trends and analyzes the stages of the consumer decision-making journey. The importance of marketers in understanding consumer decision-making in the tourism sector is evaluated. Additionally, it compares and contrasts the hospitality decision-making process in B2C and B2B contexts and examines how marketers influence the tourism decision-making process.

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Factors influence consumer behaviour and attitudes within tourism................................1
P2 Consumer trends are changing due to the impact of digital technology...........................2
M1 Analyse how some factors influence consumer behaviour and attitudes are changing and
driving trends in tourism........................................................................................................3
D1 Critically analyse the emerging trends in consumer behaviour and attitudes using specific
examples from the tourism industry to support your arguments............................................3
TASK 2............................................................................................................................................3
P3 Stages of consumer decision making journey & map path to purchasing for a tourism
service.....................................................................................................................................3
P4 Importance for marketers to map path to purchase and understand consumer decision-
making in tourism sector........................................................................................................5
M2 Evaluation of manner in which marketers are responding to decision-making process,
applying relevant examples from tourism sector....................................................................6
D2 Critically evaluate the application of appropriate theories, concepts and models that
influence and impact upon the tourism decision making process supported by specific tourism
examples and contexts............................................................................................................6
TASK 3............................................................................................................................................7
P5 Compare and contrast key differences of hospitality decision-making process in context of
B2C and B2B using specific tourism examples.....................................................................7
P6 Approaches to market research and methods of research used for understanding decision
making process.......................................................................................................................8
M3 Evaluation of how different factors influence tourism decision-making and buying
behaviour, supported by examples.........................................................................................9
TASK 4............................................................................................................................................9
P7 Marketers influence different stages of tourism decision making process giving specific
tourism examples....................................................................................................................9
M4 Critique of how marketers influence decision-making process with reference to models9
CONCLUSION..............................................................................................................................10

REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour is comprehensively said to be as the pattern as well as behavioural
conduct that showcases individuals’ selection, buying, consumption and disposal of commodities
in order to satisfy their wants in rightful manner. Along with this, behaviour of consumer is also
linked with the decision taken by the individuals in order to make purchase that is offered by the
company (Kim, Filimonau and Dickinson, 2020). The current project is based on Mark
Hammerton Group Ltd is the company which basically organises travelling which provides
major profit to them. This report will provide detailed information on the factors which
contributes in influencing consumer behaviour along with the changes that takes place in
consumer trends because digital technology. At next, information is delivered on several stages
associated with consumer decision making journey along with differences in consumer decision
making in the both B 2 C and B2B. Additionally, approaches of market research are included in
the same. At last, the overall influence of marketers on tourism decision making would be
discussed.
TASK 1
P1Factors influence consumer behaviour and attitudes within tourism
Cultural, social, personal and Psychological factors are considered as some of the main
factors that hold effective power to place major influence over behaviour as well as attitude of
consumer in tourism sector. All of these factors along with their influence over consumer
behaviour are stated as below:
Cultural factors
Culture is basically consist of attitudes, norms, beliefs, values as well as ideologies of
specific individual or the particular group. It can be said that culture of the individual plays
essential role in the behaviour of the consumer (Băltescu, 2019). This can be well understood
with the help of the example. For instance: Before introducing any new for the client, it is
essential for the event head of Mark Hammerton Group Ltd to emphasise on developing their
understanding over its culture so that planning to done accordingly and satisfy them at utmost.
Social factors
This is mainly associated with income, education level, language, demographics and
other aspects. Here, it is the important for event developers to emphasise on including only those
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activities in their event which does not harm anyone’s social belief. Here, event planner of Mark
Hammerton Group Ltd focuses on providing discounts and other additional offers to customers
in order to influence their interest towards the work in rightful manner.
Psychological factors
This is basically linked with the individual’s personal Psychological factors such as
individualistic perceptions, learning and experience, attitudes, beliefs, motivation and others
(Tomić, Leković and Tadić, 2019). In order to develop understanding towards psychological
factors of consumers, it is highly important for marketers of Mark Hammerton Group Ltd to
emphasise on conducting effective market research so that understanding over consumers can be
enhanced in rightful manner.
P2 Consumer trends are changing due to the impact of digital technology
Digital technology is acknowledged as the advance form of technology that supports
businesses is executing their work effectively and influencing interest of maximum number of
customers towards them in appropriate manner. Some of the consumer trends that are emerging
due to impact of digital technology are specified as below:
Destination promotion:
Business are now a day’s making use of advance form of marketing such as social media
in order to promote their products and services to among consumers in rightful manner. With
reference to Mark Hammerton Group Ltd, it can be said that the respective manager of the
company emphasises making use of social media for promoting their destinations where they
have organised corporate events in order to attract maximum number of customers towards them.
This directly helps company in attracting maximum number of customers towards them in
rightful manner.
Technological up-gradation:
Up gradation in technology enhances interaction level of consumer towards the company
and helps them out in conveying their expectation to the event planner so that it can be planned
accordingly (Artal-Tur, Kozak and Kozak, 2019). Here, by making use of this medium the event
planner interacts with the customers through applications as well as website where they develop
service packages accordingly. In addition to this, another example of technological up gradation
for the respective entity is that it provides check in online system as well as E gates to its
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customers through which they can easily check in without facing much difficulty towards the
same.
Service to the young people:
It has been analysed that only adults were making use of hotels and others event in the
past but with the passing period of time, now a day’s young people too emphasizes on attending
corporate events in order to develop their understanding on businesses and in the pattern they are
being performed with the help of the effective team.
M1 Analyse how some factors influence consumer behaviour and attitudes are changing and
driving trends in tourism
It has been acknowledged that Cultural, social and psychological factors are the main factors that
hold power of affecting consumer’s behavioural pattern and attitudes. This directly places direct
influence over the travel and tourism operator working pattern (Nawijnand Biran, 2019).
Additionally evolution of digital technology has also led to bring major changes among
consumers trend according to which businesses are also required to mould their services.
D1 Critically analyse the emerging trends in consumer behaviour and attitudes using specific
examples from the tourism industry to support your arguments
Digital technology is directly placing influence over the consumer behaviour as well as
attitudes with the tourism sector and bring emerging trends into it. This can be well understood
with the help of example, for instance, at one end social media marketing Help Company in
influencing interest of customers towards the while one the other hand, it might also develop
negative image of the company among the customers as they might perceive the reviews
expressed by the customers in negative form. This clearly depicts both the positive and negative
impact of social media marketing as the emerging trend in consumers within tourism sector.
TASK 2
P3Stages of consumer decision making journey & map path to purchasing for a tourism service
Consumer decision making is comprehensively said to be as the process according to which
personnel takes decision of making purchase of particular goods or services (Sousa and
Rodrigues, 2019). Consumer decision making journey is mainly consisting of many stages which
are stated as below:
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 Need Recognition: It is the first and foremost stage where consumer identifies their core
requirements as well as needs.
 Searching and gathering information: After determining their core needs, consumers
further start for gathering information about the particular product or service which they
wants to attain. Here, the information is mainly gathered with the usage of digital platforms.
 Evaluation the alternatives: In this, consumer evaluates the available alternatives for the
same products by simply comparing them on the basis of time, cost and durability.
 Actual Purchase of product: At this stage consumer mainly relies upon buying the actual
finalised product on the basis of their requirement and which satisfies their needs too.
 Post-purchase evaluation (PPE): This is the last and important phase of consumer decision
making journey at which consumer actually checks that the product have met the purpose of
its buying or not. If they found it irrelevant then they simply ignores to buy it in the near
future.
Here, the mapping of consumer purchasing journey can be effectively done by simply taking
the illustration of Mark Hammerton Group Ltd which has organized accommodation services for
the corporate event for the most of external guest. This mapping has been explained below:
Pre purchase: At this, businesses develop knowledge about the core needs and wants of
customers so that they can make arrangement accordingly. With reference to Mark Hammerton
Group Ltd, its event planner initial determines actual expectation of the client’s guest so that
accommodation arrangements can be finalised accordingly (Pourfakhimi, Duncan and Coetzee,
2020). In order to do so in effective manner they simply makes use of both the online and offline
mediums in order to gather required informant in the same. Here, in order to attract maximum
number of customers towards them the respective towards their tourism services by simply
adding online facilities such as checking availability of the services form them through the
mobile applications.
 Purchase: In this, event planner of Mark Hammerton Group Ltd simply provides best
accommodation services to the company in the form of hotels according to the core needs
and requirement of the consumers. For making purchasing experience more better the
company focuses on providing online check in process for their customers where they can
directly check in through the link provided to them while taking services.
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Receive: Here, appropriate analysis is made in order to check that whether consumers have
received the services according to their core requirements or not (de Almeida and et. al., 2020).
This directly helps out in managing things accordingly and executes required changes within the
same.
 Post-purchase: At last, after receiving services from Mark Hammerton Group Ltd or
analysing their experience with same company consumer itself makes decisions that whether
they wants to continue the services or would try any other event company in the near future.
P4Importance for marketers to map path to purchase and understand consumer decision-making
in tourism sector
This has been evaluated that in order to drive consumer satisfaction towards services and
products it is essential for an organisation to undertake efficient practices to make them loyal for
long time period. It allow entity to maximize their revenue generation capacity at great extend. In
context with this it is essential for Mark Hammerton Group Ltd. to formulate a path map to
influence purchasing behaviour of consumers.
Increment of Return on Investment:
With the assistance of mapping the path to purchase of customers effectively aid
respective organisation to gain maximum comprehensibility of the consumer behaviour pattern
and attitude. With the assistance of efficient strategies respective organisation can influence
purchasing decision of target individuals and can further retain them for longer period of time, as
it has been identified that if Mark Hammerton Group Ltd. is having maximum number of loyal
consumer base for maximum time period then it allow organisation to ensure their more
profitable growth with higher return on investment in travel and tourism sector.
Unifying consumer information:
It has been identified the process of mapping the path to purchase act as an essential
element for entities to evaluate information related to consumers in effective manner. This
information’s allow entity to evaluate actual needs and demand of consumers through which they
can satisfy them accordingly (da Fonseca and Gustavo, 2020). In context with Mark Hammerton
Group Ltd., it is essential for entity to make sure that they serve customers preferences with
attractive packages in order to retain them for longer period of time.
In addition to this mapping the path to purchase of customers also aid respective
organisation to undertake knowledge related to different type of issues that are being facing by
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individual when they undertake the process of purchasing of any service and product. These
levels are defined below:
 Extensive problem solving: In this stage customers mainly take maximum time to select
which product or service they are required to purchase as they did not have any
knowledge of company offerings in market segment.
 Limited Problem Solving: By this stage consumer is having knowledge related to
organisational offerings and further compares them with different alternative that are
available in market place. This is one of the most important levels in which Mark
Hammerton Group Ltd. is required to put maximum effort as well as initiatives to
influence maximum attention of customers.
 Routine problem solving: This is the state in which consumer purchased service or
product, at the stage organisation is required to ensure that they provide after service
facilities to customers in order to resolve their problems as to retain them for longer
period of time (Senbeto and Hon, 2020).
M2 Evaluation of manner in which marketers are responding to decision-making process,
applying relevant examples from tourism sector
Marketing acts as key element in the process of decision making as they undertake the
process of evaluation of current taste, preferences and trends in marketplace through which
organisation can satisfy customer’s requirement in effective manner with an aim to ensure their
long-term sustainability. In this every step related to consumer buying decision is being
evaluated by marketer that maximizes organizational profit earning capacity.
D2 Critically evaluate the application of appropriate theories, concepts and models that influence
and impact upon the tourism decision making process supported by specific tourism
examples and contexts.
As per the information specified, it can be said that Consumer decision making journey and
map path to purchasing for a tourism service are determined as the effective framework which
directly places major impact over tourism decision making process. By simply mapping
purchasing path of consumer it becomes easier for the company to bring modifications in their
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existing offerings so that they can easily attract maximum number of customers towards them in
the effective manner.
TASK 3
P5 Compare and contrast key differences of hospitality decision-making process in context of
B2C and B2B using specific tourism examples
Business 2 Business can be identified as a kind of marketing practice which is executed
between businesses. On the contrary, it has been acknowledged that Business 2 Customer is a
form of marketing practice whereby marketing activities are conducted by companies to capture
the attention of customers and influence their purchase behaviour in a positive manner (Page and
Connell, 2020). Hereby, the marketers need to stipulate sound as well as effective objectives
prior to the introduction of products and services in market. In this relation, a brief comparison of
both the marketing practices is done beneath to gain comprehensive knowledge of both the
concepts:-
Decision
making
procedure
Business 2 Customers Business 2 Business
Recognitio
n of need
Hereby, in this stage, customers tend
to begin their purchase procedure via
determination of their needs. Such
needs of customers are regarded to be
practical in nature. For instance:
Purchase of cycle for going to school.
Herein, the purchase procedure gets
developed via the acknowledgement
of needs and demands of business
setup. For instance: Purchase of parts
of cycles to obtain improved stock
production.
Collection
of data
This is the stage whereby a customer
collects data associated with the
availability of product at market place.
This stage witnesses the collection of
data through the utilisation of wide
variety of sources linked to raw
materials (Serdane, Maccarrone-
Eaglen and Sharifi, 2020).
Identificati
on of
options
This is the stage whereby the sources
are analysed for the purpose of
development of understanding of the
Hereby, this stage witnesses the
identification of alternatives for
checking the source from which the
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needs of customers which result in
giving satisfaction to them.
raw materials for parts of cycle can be
bought.
Comparing
various
alternatives
Hereby, the alternatives which are
available are compared with each
other.
This stage witnesses the comparison
being made in accordance with aspects
such as durability, cost and quality of
the different brands available in
market place.
Selection
among an
array of
alternatives
This is the stage which provides
assistance in reaching out to the best
alternative possible.
Herein, the business organisation
tends to finalise the effective
equipment which can be used for the
purpose of execution of the procedure
of stock ordering.
Execute the
purchase
The final decision of purchase takes
place within this stage.
In this stage, the final decision is taken
for finalisation of equipment purchase.
Evaluating
the results
This stage is concerned with taking
feedbacks with a view to ascertain the
extent to which customers’
expectations are met.
This is the stage which is linked with
resolution of issues through a clear cut
discussion taking place with the
vendors.
P6 Approaches to market research and methods of research used for understanding decision
making process
The marketing manager within the confines of Mark Hammerton Group Ltd. applies 2
approaches for market research through which understanding is gained of the decision making
procedure. These are discussed as follows:-
Economic view model
This is based on the premise that a customer is a rational being and thus they tend to take
coherent decision while making purchase of a product. The customers separate wide variety of
items, decide their overall focal point of interest (Kim, Wang and Song, 2020). In this relation,
the customers possess the capability of ranking different items in accordance with their cost as
well as quality.
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Passive view model
In accordance with this model, purchase behavioural conduct of consumers gets influenced by
practices such as sales, marketing, promotion, advertising etc. In this relation, it has been
acknowledged that this model does not take into account the fact that consumers themselves play
a crucial role in making the decision related to purchase of an item.
M3 Evaluation of how different factors influence tourism decision-making and buying
behaviour, supported by examples
It is recognised that social and cultural factors are regarded to be two main factors that
affect customer decision making procedure. The social beliefs held by customers shape their
decisions. Further, the culture pertinent to a location may or may not be preferred by tourists,
thus affecting their overall decision making procedure.
TASK 4
P7 Marketers influence different stages of tourism decision making process giving specific
tourism examples
Every consumer holds the power to make decisions. In this relation, it is important for the
companies to make use of theories, concepts or models to gain knowledge of the consumer
behaviour. Thus, the marketer of Mark Hammerton Group Ltd. makes use of the below
mentioned theories to better understand the behavioural pattern of consumers:-
Cognitive learning-
This is a theory which tends to depict clear overview of the consumer behaviour to the
marketers. In accordance with this, Mark Hammerton Group Ltd. designs a strategy which helps
in positively influencing the interest and behavioural patterns of potential customers.
Behaviour theory-
This is a theory having direct link to the characteristics of individuals like belief, nature, attitude
etc. These characteristics directly impact upon their decision making procedure. This renders aid
to an entity in gaining knowledge of the behaviour of consumers while also developing healthy
relations with them. It is in accordance with this that the company is able to satisfy the customers
in an effectual way.
Influence of Marketers over the different stages of tourism decision making process is
explained as below:
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Need recognition: This is the first and foremost stage where a marketer emphasizes on
determining core need of customers. Here, marketers can easily place influence over the
customers decision making by simply placing actual content related to the needs of the customers
at different social media where customers’ actually spends their time. Here, it has also been
analysed that the core needs of today’s customers is associated with the technological oriented
services. These customers mainly feel need of online check in check out, E gates, easy check in
process etc.
Information search: At this level, influence of customer can be attained by marketer by
simply bringing them to the search funnel where actually their brand is visible to them. This
would definitely influence customers’ decision making related to the purchasing in positive
manner. In this, customers give preferences while searching to the companies’ which are making
use of advance technology.
Evaluation of alternatives: In order to attract customers at the time when they are
searching for the best option which can resolve their problem and satisfy their core needs,
marketer must emphasize on optimising their official website so that they can realize customers
that their company can only provide them perfect solution.
Purchase decision: This is the fourth stage where actually buying decision takes place.
Here, main focus of the marketers is on influencing interest of the customers by simply targeting
their buying keywords. Here, marketing manager of the respective entity is required to
emphasise on positioning their hotel in such a manner so that customers do not face any sort of
difficulty in searching for the entity. The core purchasing decision is taken by the customers
towards tech brands as there services are of high quality. Also, usage of the technology helps
customers in maximising their experiences towards positive zone in the rapid manners.
Post purchase decision: This is last stage where main focus of the marketers developing
their relationship with the customers after the post purchase decision too in order to make them
loyal with the company. Here, the marketer only emphasising on remarketing and reconnecting
with their customers with the motive of maintaining their relationship with the customers. This is
so because marketers are highly aware about the customers’ preferences and with this knowledge
they can easily influence their decision making process.
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M4 Critique of how marketers influence decision-making process with reference to models
It can be stated that marketers tend to affect the decision making procedure along with its
phases. Through the application of Cognitive theory, marketers become able to create
comprehensibility of the behaviour of customers. In the long run, this provides assistance in
developing a strong image of the brand in the eyes of customers as well as attaining a strategic
edge over the rival firms operating within same sector.
CONCLUSION
From the above mentioned project, it has been analysed that it is highly important for the
business managers to focus on developing their own understanding over the consumers’
behaviour so that determine the actual purchasing activities of the customers. Also, it simply
helps finding out several activities that could influence behaviour of customers buying pattern.
Also, it has been further acknowledged that cultural, psychological as well as social being are the
main factors that influences consumers’ behaviour in rapid manner. Thus, travel and tourism in
industry is required to analyse demand as well as requirements of consumers and then develop
their services accordingly in order to remain sustainable within the same sector. Lastly, it can be
said that usage of advance technology supports travel and tourism sector in attracting maximum
number of customers towards them.
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REFERENCES
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GENERATION Z. Bulletin of the Transilvania University of Brasov. Economic Sciences.
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Tomić, S., Leković, K. and Tadić, J., 2019. Consumer behaviour: the influence of age and family
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Artal-Tur, A., Kozak, M. and Kozak, N., 2019. Trends in Tourist Behavior. Springer
International Publishing.
Nawijn, J. and Biran, A., 2019. Negative emotions in tourism: A meaningful analysis. Current
Issues in Tourism, 22(19), pp.2386-2398.
Sousa, B. and Rodrigues, S., 2019. The role of person al brand on consumer behaviour in tourism
contexts: The case of Madeira.
Pourfakhimi, S., Duncan, T. and Coetzee, W.J., 2020. Electronic word of mouth in tourism and
hospitality consumer behaviour: state of the art. Tourism Review.
de Almeida, C.R., Ramos, C.M., Almeida, M.D.M.A., Fernandes, P.O. and Gamarra, L.E., 2020.
Deepening the Use of Social Media and Tourism Travel Behaviour. In Handbook of
Research on Social Media Applications for the Tourism and Hospitality Sector (pp. 66-
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da Fonseca, P.D.R. and Gustavo, N., 2020. Trends in Digital Marketing Capable of Attracting
Millennials: Impact of Instagrammers on Consumer Travel Behaviour. In Strategic
Business Models to Support Demand, Supply, and Destination Management in the
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Senbeto, D.L. and Hon, A.H., 2020. The impacts of social and economic crises on tourist
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Page, S.J. and Connell, J., 2020. Tourism: A modern synthesis. Routledge.
Serdane, Z., Maccarrone-Eaglen, A. and Sharifi, S., 2020. Conceptualising slow tourism: a
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