Tourism Consumer Behaviour and Insight

This report explores the different factors that influence consumer behaviour and attitudes in the tourism sector. It also discusses the impact of digital technology on consumer trends. The report further examines the stages of the consumer decision-making journey and the importance of mapping a path to purchase. Additionally, it compares the differences in decision-making between B2C and B2B in the hospitality industry.

Tourism Consumer
Behaviour and Insight
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a tourism context..........................................................4
P2 Explore how consumer trends are changing due to the impact of digital technology...........6
TASK 2............................................................................................................................................6
P3 Examine the stages of the consumer decision making journey and make a path to the
purchasing for a given tourism service.......................................................................................6
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision-making in the tourism sector........................................................................7
TASK 3............................................................................................................................................8
P5 Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific tourism examples. .......................................................8
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process..............................................................................10
TASK 4..........................................................................................................................................11
P7 Evaluate how marketers can influence the different stages of tourism decision making
process giving specific tourism examples.................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Consumer behaviour is one of the most researched area or sphere in travel and tourism,
respective studies the reason behind the choosing the particular destination and major driving
factors which influence the decisions of travelling. To analyse consumer behaviour there are
various processes should be utilized that are internal and external to the individual. Respective
report is based on TUI group which is an Anglo German multinational Travel and tourism
company headquartered in Germany. This report is based on the different factors which influence
the consumer behaviour and attitudes and way trends are changing due to the digital technology.
Further it includes the various stages of consumer decision-making and map for purchasing
specific services and importance of choosing a specific path in respective field. It also includes
the major differences in B2C and B2B process by giving tourism examples. At last it includes
various approaches of market research and methodologies and influence of marketers in different
stages of tourism.
TASK 1
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a tourism context.
In Sector of travel and tourism, there are various factors which directly influence the
consumers decision making. So for an organisation it proved very much beneficial to analyse
respective factors in proper manner that are as follows:
Cultural factors:
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Cultural factor plays very much crucial to access values and norms of specific
community in order to provide products and services to them accordingly. Some families allow
themselves and their family to visit or explore the places but some denied for it (Altinay and
Taheri, 2019). Some families are very much spiritual in nature and only want to visit holy places
so it is the duty or responsibility of a organisation to analyse specifically the needs and wants of
consumers in positive manner. In context of TUI group they by conducting the research and
development on regular basis acknowledge the potential outcomes in order to gain potential
outcomes.
Social factors:
There are various factors which influence on the decision-making of the consumers are
social factors that are as follows:
Reference Group:
Reference group is very much important for an organisation which enables in
organisation to build products and services as per consumer choice and preferences. It helps to
compare and evaluate by using general and specific kinds of values and attributes to build
products as per the consumer choice (Bruwer and Rueger-Muck, 2019). Human being is a
social animal who possess the ability to compare and build their own opinions such as it depends
on the behaviour if the family members visit lot of places then it create desire in order to gain
competitive advantages in positive manner. In context of TUI group they by conducting the
research and development potentially target the consumers by evaluating their behaviour or
nature. Such kind of practices in organisation helps to frame the plans and packages for them.
Family:
The another major factor which influence decision-making of the consumers, to frame the
tour packages relies on types of family that are procreation and orientation so in that regards it is
the accountability of firm is to build products and services as per the family choice and
preferences.
Personal factors:
In personal factors consist of the characteristics of an individual that affect or influence
the consumers decision-making in order to gain potential outcomes in positive manner (Dixit,
Lee and Loo, 2019.). The majorly factors are age, life cycle and economic conditions or
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circumstances, occupation in which majorly people occurs and personality traits. In context of
TUI group they evaluate various factors on their decision-making that are as follows:
Age and life cycle of people:
Age and life cycle of people directly influence on the decision-making of the organisation
as well as individual in order to gain potential outcomes. In context of TUI group as old people
taste differ from the youngsters people as they always want adventures and amusement trips on
other hand the old age people prefers to visit holy places. In that case it is the responsibility of
respective organisation to accumulate necessary knowledge and information about their
consumers to frame trips and tours in proper manner. By giving right kind of amenities to people
that they actually want create a sense of loyalty and belongingness towards them in order to gain
potential outcomes.
Psychological factors:
In Psychological factors of consumers consist of the norms, beliefs and attitudes, learning
and development in order to remain competitive in marketplace that are as follows:
In it psychological factors and social factors directly related with one another as while an
individual economically rich then individual remain more interested towards rich kind of tour
packages to avail important benefits (Godnov and Redek, 2019). In context of TUI Group they
by evaluating the behaviour of individuals by conducting R&D aimed to provide services
accordingly.
P2 Explore how consumer trends are changing due to the impact of digital technology.
In the competitive world, transaction of products and services directly related with digital
technology as it saves cost and time to remain competitive in marketplace. In context of TUI
group they for reaching at large no. of consumers in positive manner evaluate trends of market to
gain potential outcomes that are as follows:
personalization effects:
For travel and tourism sector it is very much potential to provide personalised tour
packages with various kinds of amenities with it which enables to give one of best experiences to
them. By using data and statistics, cloud computing that helps to enlarge business opportunities
by showing the attributes related with specific tour package, relative facilities after comparing
with other organisation in order to gain potential outcomes by giving desirable services to them.
Cognitive computing:
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Respective trend of market is very much important for the organisation as well as
individual by using various kinds of tools and techniques which provide full fledged overview of
the trip and related activities at digital mode (Jackson, 2019.). Respective activity helps to
organisation in evaluation of each and every aspect by visualize effects so that consumers can
give recommendation to improve the level of services so that they can one of best services in
order to remain competitive in marketplace.
So it has been analysed that respective trends in the marketplace enables to an
organisation to avail one of best products and services in order to gain potential outcomes in
positive manner.
TASK 2
P3 Examine the stages of the consumer decision making journey and make a path to the
purchasing for a given tourism service.
For an organisation to reach at large no. of consumer base is not a short step but it
requires a long path by which organisation have to come across by taking appropriate kind of
decisions (Kattiyapornpong and Yu, 2019.). For an organisation to deliver one of best services
to ultimate consumer base it is very much crucial to pass through the definite path by
acknowledging consumers taste and preferences in positive manner that are as follows:
Need recognition:
For an organisation recognition of needs of people plays very much crucial role as to
provide one of best services in order to gain potential outcomes. In context of TUI Group they by
examine the needs of consumer by using various tools such as Segmentation, targeting and
positioning to analyse the consumers age, life cycle, preferences, economic conditions and past
purchasing behaviour in order to provide one of best tour packages to them.
Information search:
The another major step is accumulate necessary kind of knowledge and information about
current taste and preferences with emerging changes in order to gain potential outcomes
(InsiKim, Lee and Jung, 2019.). In context of TUI group is to track the preferences of
consumers on every stage of life and experiences to serve them in best manner. In respective
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stage both consumer and organisation collect information so that consumers can choose one of
best services by examining various options.
Evaluation of alternatives:
For an organisation it is very much potential to cross examine the various alternatives in
order to select one of best out of them. In context of TUI group as they deals at worldwide level
so they accustomed with various services that offered by competitors so that they apply in their
organisation and give one of best to them.
Purchase decisions:
In respective stage consumers takes crucial decisions after evaluating the various
attributes after comparing and contrasting various facts and figures by observing responses,
feedbacks and mails send by organisation to aware people about products and services. In
context of TUI group they help to their consumers in potential decision-making in order to gain
potential outcomes.
P4 Explore why it is important for marketers to map a path to purchase and understand consumer
decision-making in the tourism sector.
In an organisation tracking the area of interest in regards of consumers plays very much
critical role by using that advance tools and techniques to gain potential outcomes. In context of
TUI Group by evaluating the interest area of consumers in order to reach at large no. of
consumer base in positive manner that are as follows:
Enhancement in Return on investment after understanding needs of target consumer:
it is very much potential for an organisation to build a definite path by which a firm can
reach at ultimate consumer base (Marschner, 2019). With help of optimising opportunities after
evaluating data and statistics to reach at final decision making. By interacting with consumers
that communicate or share real values for consumers by aimed to provide accordingly.
Respective works and activities helps to enhance loyalty of consumers which directly contributes
in profitability and sustainability in marketplace. In context of TUI Group they acknowledge the
consumers taste and preferences and accordingly choose promotional tools to gain higher level
of profitability.
Frequent cycle of sales:
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By building the perfect customer journey map an organisation can improve or amend the
cycle of sales by using effective channel which enables to reach at large no. of consumer base in
positive manner (Olya, Bagheri and Tümer, 2019). With the help of mapping practices
organisation can be able to give one of best experiences that ultimately enhance their sales and
profitability. In context of TUI Group they by sending pop up ads, social media tools to track
their area of interest and accordingly provides services to serve in best way.
Unified customer data and engagement:
With the help of mapping the consumer journey they can be able to accumulate the
necessary knowledge and information that engage consumers with organisational products and
services. In context of TUI group they showcase a holistic view by constant interaction with
consumers by finding out a holistic view to provide satisfaction level to consumers. Customer
journey map of consumers build a holistic view by relating profiles to engage by using various
channels in order to gain potential outcomes. In context of TUI group they collect data and
statistics to give services as per the consumer needs and demand which engage consumers with
organisation and their values.
TASK 3
P5 Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific tourism examples.
In the business world there are various kinds of organisations operates to serve the
distinctive stakeholders in an organisation. B2B and B2C businesses possess the huge difference
in their processes in taking crucial kind of decisions after evaluating their needs and wants of
consumers some sell products directly to ultimate consumers on other hand some passes through
the long path to reach at target (Scott and et.al ., 2019.). Here are the difference in their activities
that are directly influence on decision-making that are as follows:
Basis of difference B2B B2C
Buying behaviour and
purchasing patterns
In context of B2B business
they provides products and
services to their consumers
after evaluating their needs
and wants in proper manner
In context of B2C, it is very
much potential to acknowledge
the consumers taste and
preferences and other related
factors such as quality and cost
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such as evaluating the choices,
preferable pricing and other
potential factors to enlarge
business opportunities in
positive manner.
effective measures for gaining
potential outcomes in positive
manner. By using such
process organisation can save
cost and time in order to gain
competitive advantage in
positive manner.
Accessing consumer needs In B2B business the needs and
wants of consumers should be
accessed in proper manner as
they are of one of most
valuable assets of organisation.
In context of B2C they cover
the wide geographical area and
build strategies to serve them
in best way. In context of TUI
group they determines the
behaviour, culture and
reference group to provide one
of best services to them as
consumers become more
demanding day by day. By
taking feedbacks from
consumers various sources
evaluates their needs in
positive manner. In context of
TUI group they find out the
major gaps and tried to give
one of their best efforts in
order to gain potential
outcomes.
Scope of marketplace Market scope of both kinds of
businesses is very much large,
as they have to satisfy needs of
intermediaries by accessing
On other hand in context of
B2C they access the needs and
wants of consumers by
accessing the bargaining
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important knowledge and
information such as norms,
values and information
(Volchek and et.al ., 2019.).
power of buyers and suppliers
that are major factors for a
business. In context of TUI
group they by using various
tools and techniques examine
factors which impact on their
level of proficiency.
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process.
For an organisation or firm it is very much crucial to gather potential knowledge and
information in order to acknowledge about consumers taste and preferences. Respective kind of
businesses uses various kinds of approaches in order to reach at large no. of consumer base that
are as follows:
Research approach in context of B2B business:
In context of B2B business they by availing various approaches by gather kinds of
knowledge and information in gaining potential outcomes that are as follows:
Survey:
Survey is one of crucial approach of business that helps to accumulate necessary
knowledge and information in order to reach at desirable goals and objectives (Volgger and
Pfister, 2019.). In survey the knowledge should be accumulated from various sources and from
large no. of people in order to gain potential outcomes.
Interview:
Interview is another crucial kind of approaches for accumulating data by interacting face
to face with the people to gain insights from them. In context of TUI group they by asking
relevant questions so that organisation can acknowledge potential data base for accomplishing
with changes.
Approach of marketing research in context of B2B approach:
In B2B approach the major ways or methods to accumulate important knowledge and
information is secondary source of information that are relatively cheap and easily available in
marketplace in order to gain potential outcomes that are as follows:
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Books and records:
Books and records are very much crucial for an organisation that are one of most reliable
source to accumulate necessary knowledge and information in order to quantify the data and
statistics in order to gain potential knowledge about consumers taste and preferences in positive
manner (Vu and et.al ., 2019.). In context of TUI group they use both primary and secondary
source of information to gain accurate information.
Government publications:
Government publications are records are very crucial for an organisation as it is most
suitably available source of information in front of an organisation. In context of TUI group they
accumulate data and statistics from travel and tourism department about buying capabilities,
purchasing patterns and many more aspects.
TASK 4
P7 Evaluate how marketers can influence the different stages of tourism decision making process
giving specific tourism examples.
Consumer decision-making process is very much potential for an organisation to get
aware people about the organisational products and services in positive manner. As the first and
foremost step is to organisation acknowledge the consumers needs and wants by providing
various options in front of them and after comparing and contrasting with rivals (Yang, Liu and
Li, 2019.). In context of TUI group they for providing one of the best tour plan to their
consumer base after accessing their needs in proper manner. To bring into practice respective
plan they have to plan and aimed to implement by doing some home work to giving one of best
attributes to consumer base in positive manner. To gain potential outcomes organisation
showcase various options that helps in their decision-making process by using various kinds of
promotional tools such as social media, Pop up ads and personal messaging to track the
consumer preferences to deliver one of best values to them (Zarezadeh, Benckendorff and
Gretzel, 2019). All activities contributes towards consumer decision-making but not ends here
organisation have to properly communicate with consumers after selling products and services to
them to improve their performance in proper manner.
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Hence it has been evaluated that due to fierce competition in the marketplace it is very
much essential for organisation to examine and evaluate each and every important attributes for
them.
CONCLUSION
From the above report it has been evaluated that understanding consumer behaviour and
purchasing patterns is very much important for an organisation as to provide satisfactory services
to them. There are various factors which directly impact on the buying decision of a consumer
such as social, psychological and personal factors so it is the very much important for an
organisation to evaluate consumers needs on different basis. In today's market consumers are
very much demanding and it is crucial to sell products and services that are technologically
advance in nature.
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REFERENCES
Books and journals:
Altinay, L. and Taheri, B., 2019. Emerging themes and theories in the sharing economy: a
critical note for hospitality and tourism. International Journal of Contemporary
Hospitality Management. 31(1). pp.180-193.
Bruwer, J. and Rueger-Muck, E., 2019. Wine tourism and hedonic experience: A motivation-
based experiential view. Tourism and Hospitality Research. 19(4). pp.488-502.
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science. 29(2). pp.151-161.
Godnov, U. and Redek, T., 2019. The use of user-generated content for business intelligence in
tourism: insights from an analysis of Croatian hotels. Economic Research-Ekonomska
Istraživanja. 32(1). pp.2455-2480.
Jackson, M., 2019. Utilizing attribution theory to develop new insights into tourism
experiences. Journal of Hospitality and Tourism Management. 38. pp.176-183.
Kattiyapornpong, U. and Yu, X., 2019. Determinants of the effectiveness of integrated marketing
communications (IMC): Insights from volunteer tourism organizations. Journal of
Tourism Quarterly. 1(1). pp.14-30.
Kim, M.J., Lee, C.K. and Jung, T., 2019. Exploring consumer behavior in virtual reality tourism
using an extended stimulus-organism-response model. Journal of Travel Research,
p.0047287518818915.
Marschner, T.M., 2019. Exploring the Impact on the Consumer decision Making Proess: The
Application of Virtual reality Technoloy in Tourism.
Olya, H.G., Bagheri, P. and Tümer, M., 2019. Decoding behavioural responses of green hotel
guests: A deeper insight into the application of the theory of planned
behaviour. International Journal of Contemporary Hospitality Management.
Scott, N., Zhang, R., Le, D. and Moyle, B., 2019. A review of eye-tracking research in
tourism. Current Issues in Tourism. 22(10). pp.1244-1261.
Volchek, K., Liu, A., Song, H. and Buhalis, D., 2019. Forecasting tourist arrivals at attractions:
Search engine empowered methodologies. Tourism Economics. 25(3). pp.425-447.
Volgger, M. and Pfister, D., 2019. Atmospheric Turn in Culture and Tourism: Place, Design and
Process Impacts on Customer Behaviour, Marketing and Branding.
Vu, H.Q., Li, G., Law, R. and Zhang, Y., 2019. Exploring tourist dining preferences based on
restaurant reviews. Journal of Travel Research. 58(1). pp.149-167.
Yang, Y., Liu, H. and Li, X., 2019. The world is flatter? Examining the relationship between
cultural distance and international tourist flows. Journal of Travel Research. 58(2).
pp.224-240.
Zarezadeh, Z., Benckendorff, P. and Gretzel, U., 2019. Lack of progress in tourist information
search research: a critique of citation behaviour and knowledge development. Current
Issues in Tourism. 22(19). pp.2415-2429.
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