Tourism Consumer Behaviour and Insight

TOURISM CONSUMER
BEHAVIOUR AND
INSIGHT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P1 Cultural, social, psychological and personal factors influencing consumer behaviour..........3
P2 Impact of digital technology on consumer trends...................................................................5
LO 2.................................................................................................................................................6
P3 Stages of consumer decision-making process........................................................................6
P4 Importance for marketers to understand consumer decision-making process........................8
LO 3.................................................................................................................................................9
P5 Comparison between decision-making process of B2B & B2C in tourism...........................9
P6 Approaches to market research.............................................................................................11
LO 4 ..............................................................................................................................................13
P7 Evaluation of stages of tourism decision-making process....................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Consumer behaviour basically addresses the process through which the consumers decide
the various aspects like how to use income, which product to select, which organization to go
with etc. In tourism, the consumer behaviour deals with selecting the tangible as well as
intangible products of tourism and deciding over it.
TUI UK Ireland is basically the British travel group being established in 2007 and
headquartered in England, UK. It has the collaboration with key brands like Thomson, First
choice etc. and the sub brands involves Sensimar, Sensatori etc.
This report addresses Cultural, social, psychological and personal factors influencing
consumer behaviour, Impact of digital technology on consumer trends, Stages of consumer
decision-making process, Importance for marketers to understand consumer decision-making
process, Comparison between decision-making process of B2B & B2C in tourism, Approaches
to market research and Evaluation of stages of tourism decision-making process.
MAIN BODY
LO 1
P1 Cultural, social, psychological and personal factors influencing consumer behaviour
Consumer behaviour is basically the study which analyses how the customer make their choices
while selecting the product or service and how their overall decision-making process is framed.
There are various factors which eventually influences the behaviour and attitudes of the
consumer within tourism industry.
Cultural factors
These forms the most important factors which eventually drives the consumers to
different destination and thus creates the motivation to travel.
Sub cultures
Each and every culture is divided into sub cultures which consists of religion, age, gender
etc. People generally have the tendency to explore the different religion like for example the
main motivation behind visiting UK is to know about the Christianity and its religious life.
Status
This is the another factor and generally includes the people of different class like upper
class, middle class, lower class. Here money becomes the factor which drives people to travel.

People from upper class tend to spend huge amount on traveling to different destination and
exploring different things.
Social factors
The social factors mainly includes the various groups which have as effect on the buying
behaviour of consumers.
Reference group
Reference group comprises the individual who influence other in some or the other way.
They are the people who give their advice or opinion and thus influences the other individual in
their own way (Xiang, Magnini and Fesenmaier, 2015). These reference group when visit a
certain place advice the others to do the same by describing the exciting features of that place
and thus influences them. This ultimately impact the other people who make the decision to
travel to that place.
Relatives
These also drives the individual and thus impacts their decision to travel. The relatives
reveal the distinguishing feature of different places which they have travel and thus encourages
their family member to travel to that place. This eventually shapes the behaviour of consumer
and thus went into their decision to travel (Horner and Swarbrooke, 2016).
Personal factors
These factors include the personal choices as well as the preferences of consumers like
lifestyle, interests etc which motivates them to travel.
Lifestyle
This also becomes one of the significant factor which shapes the behaviour of the
consumers to travel. The consumers leading the luxurious life spends most of their money to
travel to different locations. High income becomes one of the motivating factor which enables
the consumer to travel to different destination.
Personality
Each and every consumer has their own personality which goes into their behaviour and
thus motivates them to travel across the world. For example some consumers are music lover and
thus drives to travel to different destination to explore and understand the different music genres.
Thus, the varying personality enables the consumers to explore the various destination.