Tourism Consumer Behaviour and Insight

Tourism consumer
behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Different factors which influence attitudes and behaviour with tourism context.................1
P2. Exploring about how consumer trends are changing because of digital technology impacts
.....................................................................................................................................................2
M1. Analysing various factors influencing behaviours and are changing or driving tourism
trends............................................................................................................................................3
TASK 2............................................................................................................................................3
P3. Examining stages related to journey of consumer decision making and mapping purchase
path for tourism service...............................................................................................................3
P4. Exploring importance for marketers to map purchase path together with understanding
decision making of travellers.......................................................................................................5
M2. Evaluating how marketers responds towards process of decision making in tourism sector
.....................................................................................................................................................6
TASK 3............................................................................................................................................6
P5. Comparison and contrast among hospitality decision making in B2C and B2B context......6
P6. Evaluating approaches of market research methods.............................................................7
M3. Justified evaluation for different factors influencing decision making along with
behaviour of purchasing in tourism field.....................................................................................8
TASK 4............................................................................................................................................9
P7. Evaluating how tourism marketers could influence stages involved on decision making
process of travellers.....................................................................................................................9
M4. Critical evaluation about the marketers influencing each stage of decision making.........10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Tourism is all about travelling either for business or entertainment purposes. It is also a
business that attract, accommodates addition to entertain travellers with various services
(Banerjee, 2017, p. 20). Consumer behaviour is one of branch that studies stages through which a
person goes through while making initiative for buying products or other essential service for
end consumption. The present report is all about Transindus Ltd which is London based tourism
organisation that manages large tour operations across the globe. Its headquarters are established
at London, UK since 1989. The report covers information about factors which influence attitudes
of tourism consumers, stages through which consumer goes when makes decision for purchasing
specific service, importance or marketers to understand decision making on consumers and
mapping purchase path. Further, it also compares and contrasts certain differences in decision
making between B2B and B2C, approaches of market research and methods and how marketers
of company can influence stages of decision making among tourism consumer.
TASK 1
P1. Different factors which influence attitudes and behaviour with tourism context
Tourism sector is among fastest growing industry in which multiple number of factors
exists for influencing attitudes, behaviours, choices and desires of consumers for the
organisational services (Chen, Wang and Prebensen, 2016, p. 140) . Marketing analysist of
Transindus Ltd made efforts to examine distinct factors and explore information about influences
of elements on attitudes and behaviours of travellers. The ways in which certain factors influence
behaviours and attitudes are as investigated:
Psychological factors: Perception, beliefs, learning and motivation of an individual are
elements of psychological factors that have huge involvement in designing influences for
particular service among consumers. For instance, when an individual is influenced by other
people that the tourism service offered by Transindus Ltd is good or the company provides best
services then it influences attitudes of consumers to make their mindset for make bookings of the
organisational service.
Cultural factors: Social class, subculture together with main culture through which an
individual learns things at early development stages also plays influential role in changing
behaviour and attitude among people for particular service offering by firms (Guan and Jones,
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2015, p. 425). Transindus Ltd managers have divided its targeted population into distinct
segments that includes high class, middle class and lower class consumers. For instance, high
class people have belief of making bookings of rooms or suites of higher prices while middle or
lower class people prefer to buy services within their budget. Accordingly, the tourism
organisation offers different holiday packages that influence the behaviours of travellers
positively.
Social factors: Humans live in complex social environment in which they are encircled by
multiple people having distinct purchasing attitudes or behaviours. Family members, roles,
reference groups and other elements are social factors that influence attitudes of travellers. For
instance, when family members and reference groups of travellers of Transindus Ltd stays at
luxurious hotels and exceptionally services then this influence attitudes and behaviours of
consumers in similar manner.
Personal factors: In dynamic world, certain factors including lifestyle, profession, income
and age are personal to individual which results in influences towards attitudes of consumers
(Hall and Williams, 2019). For instance, consumers of age group among 20 to 30 years prefers to
travel for fun purpose and consumers having stable occupation travels for business purposes,
when marketing analysis of Transindus Ltd offers suitable travelling service considering
occupation, lifestyle and age of consumers then it leads to influencing attitudes positively for the
service.
P2. Exploring about how consumer trends are changing because of digital technology impacts
Through ages, tourism sector have attained growth significantly with new technological or
digital technological developments (Lee and Et. Al., 2017, p. 300). Marketing analysist of
Transindus Ltd have explored that tourism industry is looking brighter with the impacts that
digital technology has created with profound advances in unification of multiple channels for
guiding travel goers and this results in certain number of changes among trends of consumers.
Following are some other ways that have plays significant roles in changing consumer trends
with digital technology impacts:
Increasing emphasis towards health: In modern world, people are becoming more
conscious towards heath and related elements that results in enhancing consumer trends. For
example, an individual while making bookings in tourism organisation, looks towards facilities
including zym, spa, yoga and many more. It is important for managers of Transindus Ltd to offer
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