Tourism Consumer Behaviour and Insight

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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