Tourism Consumer Behaviour and Insight

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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