Tourism Consumer Behaviour and Insight

This report evaluates the customer behaviour and insights for tourism business organisation Radisson Hotels. Explore the factors affecting consumer behaviours in the tourism context, changes to consumer trends because of digital technologies, stages of consumer decision-making journey, importance for marketers to map a path of consumer decision-making, differences in decision-making between B2B and B2C, and approaches of market research for consumer decision-making process in the hospitality sector.

TOURISM CONSUMER
BEHAVIOUR AND
INSIGHT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P 1 Factors Affecting Consumer Behaviours in Tourism Context..............................................3
P 2 Changes to Consumer Trends Because of Digital Technologies..........................................4
P 3 Stages of consumer decision making journey.......................................................................5
P 4 Importance for marketers to map a path of consumer decision-making...............................6
P 5 Differences in Decision Making Between B2B and B2C.....................................................7
P 6 Approaches of market research and methods of research for consumer decision making
process.........................................................................................................................................8
P 7 Marketers influence different stages of tourism decision making process............................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Tourism is the strategic process of travelling to different places either for personal or
professional reasons. It includes diverse acts and processes by which a tourist spends time away
from their respective homes ether for the purposes of relaxation, exploration, recreation, pleasure
or for professional purposes (Belias and et.al., 2017). This report evaluates the customer
behaviour and insights for tourism business organisation Radisson Hotels. The Radisson Hotels
is a global chain of luxury hotels which operates from its headquarters in Minnesota, USA.
Radisson Hotels is a division of the parent organisation Radisson Hotel Group and operates
various separate individual brands within the hospitality industries of the world such as Radisson
Collection, Radisson Blu, Park Inn by Radisson, Park Plaza, Country Inn and Suites etc. First
Radisson Hotel was built in Minneapolis, Minnesota in 1909, which has become the
headquarters for the business organisation.
MAIN BODY
P 1 Factors Affecting Consumer Behaviours in Tourism Context
Within tourism context, there are several individual personal, psychological, cultural and
social factors that tend to influence and have an impact on the behaviour of consumers within the
tourism industries. The most significant of these factors are as follows:
Age: A major psychological and personal factor that happens to influence the decision making
and behaviour of consumers within the tourism industries is that of age. Populations belonging to
the younger sections of the demographic are more inclined to fearlessly explore new urban
tourism destinations and places irrespective of cultural social or language barriers present for
them within the destination (Kim, Lee and Jung, 2020). In contrast, older population of the
demographic are comparatively hesitant of the cultural, social, religious and linguistic barriers
that are present in new tourism destinations and prefer to choose tourism destinations that are
more spiritual, peaceful and quiet in nature as opposed to their younger counterparts who
fearlessly prefer new, busy urban cities for their tourism destinations.
Income: Another major personal and social factor that tends to heavily influence the behaviour
of customers within the tourism industries is that of the disposable personal income that they
happen to possess. This factor plays a great influence on customer behaviour as practically all
decisions made by a consumer within the tourism industries effectively depends upon the amount

of disposable personal income that they possess and are willing to spend. Consumers who are in
possession of significant disposable personal income are able to choose their preferred tourism
destinations, accommodations and do not have any economic factors restricting their consumer
behaviour within the tourism industries, while consumer who are economically restricted have to
choose tourism destinations, accommodations etc., based on their allocated budgets and their
behaviour is heavily influenced by the amount of disposable income they have to spend.
Safety and Health: The safety and health factor is also a major psychological, personal and
social factor that significantly influences the behaviour of consumers within the tourism
industries (Woodside, 2017). Tourists are never inclined to visit places that puts their safety and
health at risk and most tourists are willing to travel only to destinations that are comparatively
safe and secure. Destinations that can safeguard the safety and health of tourists are always more
popular as tourism destinations, with health and safety having a major influence on the consumer
behaviour within the tourism industries.
P 2 Changes to Consumer Trends Because of Digital Technologies
There have been several major changes to consumer trends because of the widespread
adoption of the internet and the innovation of advanced sophisticated digital technologies many
of which have had a significantly positive impact on the businesses in tourism industries such as
Radisson Hotels. These are as follows:
Digital Maps: The major advancements in global positioning systems and the widespread
adoption of the internet in most countries around the globe has now made it increasing easy for
tourists to become self-reliant for their navigation needs when visiting to new tourism
destinations and places (Belias and et.al., 2018). These accurate and reliable digital maps are
available to tourists free of costs which has significantly contributed towards changing customers
trend, as tourists are more inclined than ever to visit new locations and places without having to
worry about navigation, which was a major hurdle prior to digital technology.
Translating Devices: Another major change in consumer trend through digital technology is due
to the innovation of digital devices that are capable of translating foreign languages into tourist’s
local languages in real time, effectively rendering the linguistic barriers between the tourists and
their tourism destination to be completely null. As these devices are capable of translating
foreign languages, tourists are now more inclined to travel to exotic new tourism destinations

unhindered by the linguistic barriers that would have previously made them hesitant towards
travel to foreign locations out of fear of not being able to effectively communicate with other due
to linguistic barriers (Scuttari and Pechlaner, 2017). This translating digital technology has had a
major impact on the consumer behaviour and has resulted in a change in consumer trends within
tourism industries, as now tourists are increasingly travelling to new foreign travel destinations
with linguistic barriers posing almost no restrictions on their operations within the tourism
industries.
P 3 Stages of consumer decision making journey
Tourism journey map visual map which is indicating the process and decision making of
a tourist so that their objectives and goals of tourism can be achieved. Radisson hotels journey
map of decision making is as follows.
 Travel inspiration
First stage is that the customers or tourists have to feel the need of travelling any destination
only then they will opt for a hotel (Saverimuttu and Varua, 2017). There are a lot of ways
through which the customers can be informed about the services and the quality of the hotel
which are by marketing campaigns, advertisements, conversation with the hotel staff directly,
etc. The marketing departments of Radisson are good at inspiring the customers to visit their
property from time to time which is a great factor.
 Research
It is after the customers get inspired to take up the services and travel with this hotel then
they look at the other factors like culture, food, environment, destinations, luxury, etc. All these
factors have to be present in the hotel so that they can make the customers have the best of
experience in the organization and get in a lot of customers. The customers research on the
offers, booking packages, and other factors which can influence the decision making of the
customers in Radisson.
 Booking
The third stage is when the customers make a decision after researches they have made in the
hotel and the surroundings which are going to make the organization have a better reputation. In
this stage there is a focus on the budgetary factor which the hotel is providing to the customers
which is going to make the customers change their decisions to stay in this hotel.

 On property
This is a very important factor for customer journey because it is from a personal decision of
various factors of them which is experience, satisfaction, convince, value for money and etc. The
improved and better services which Radisson is providing to the customers that is going to make
the organization have a better customer base and market share (Ourahmoune, 2016).
 Post stay
At this stage the customers take a decision for themselves if they would want to stay in the
hotel or not and if the hotel will be able to maintain their loyalty with the customers or not. There
are feedbacks taken by the hotel so that there are improvements according to the needs and
demands of the customers from time to time so that the brand image can improve and loyalty of
the customers as well.
P 4 Importance for marketers to map a path of consumer decision-making
It is very important for Radisson to analyse and understand the journey map of the customers
so that they can have a better functioning for themselves.
 Customer service
The importance of a journey map is that the management of the organization will be able to
understand the customers effectively and the problems and issues which the organization is
having can be improved (Talpur and Zhang, 2018). This is going to make the customers get loyal
to the organization which is a very essential factor and make the organization have a strong base
for them in this industry.
 Improved Marketing
The journey map is going to help the organization understand their customer base in the
market effectively which is a very essential factor for the organization. The strategies and
measured decisions have to be changed in the market of the organization because of the change
in trends of the customers and the competitors which are coming up in the market so that the
company can maintain their standards in the market.
 Increase customer base
The marketing department of Radisson will be able to plan and take the right decisions for
the organization so that they can target the customer’s needs, wants and demands from the
organization. The number of customers is going to increase if the organization uses this analyses

effectively in the company and so will the revenue generation of Radisson. The reputation and
brand image of the organization is being well maintained and the company will get in loyal
customers in the organization.
P 5 Differences in Decision Making Between B2B and B2C
There are a lot of differences between the decision making processes of business to
business and business to customers in the organization which is going to be discussed in the
further report.
 Communication
The communication is different in a B2B and B2C because in a B2B when a decision is made
it is importance for the company to communication with the customers so that they are updated
about everything and the company will be able to have a better functioning. In B2C there is no
need to inform anyone about the changes or the decision which are taking place in the
organization so that the process is simpler for the customers. B2C gets a more flexible
functioning and operating in the market which is a great advantage for the organization. Example
is when there is an external management force which is hired in the company so that they can
make the decision they are bound to inform everyone working in the organization but in
Radisson they are not bound to inform anyone and make the changes and decisions directly and
implement it so that the complexity in lesser in the organization (Liang and et.al., 2017).
 Length of Decision making
The time consuming is also lesser in the organization when there are decisions which are
taken in a business to customer organization. In a hotel industry it is not essential for the
organization to be able to communicate to the customers about all the changes which is going to
be time consuming. The important policies and services decisions are explained but not all the
information is given to the customers of Radisson which is a great advantage for the organization
in this competitive industry.

P 6 Approaches of market research and methods of research for consumer decision making
process.
In process to analyse about the customer decision making in respect to choose a
hospitality organisation researches are conducted by company. Following methods are available
to conduits the market research in hospitality sector..
Customer feedbacks: Customer feedback can be stated as the primary technique to conducts the
market research. Hotel Radisson can utilise this method to conduct market research over the
consumer decision making in hospitality sector. Company can involve all key areas behind the
decision making process of customer for choosing a specific hospitality organisation. Company
can channelize different questions over different aspects of hotel such as room facility, food and
other features in feedback form (Mariani, Styven and Ayeh, 2019). This method also consisted
limitations as company can approach such peoples who are the existing customers of company.
At the time customer leave the hotel management can ask to fill the customer feedback form to
assess the staying experience of hotel. On the basis of the experience customers will provide a
complete description about the entire experience of stay in a hotel. Customer feedback form has
supported Radisson Hotel in improving its services on the basis of the customer
recommendations in the feedback form. This is an effective technique to collect information as
customers provide all their views based on the real experience of staying in the hotel which
allows customer to highlight negative points associated with the services of hotel. This also
allows hotel to establish a long time relationship with customers. This also improves the
customer loyalty in respect to the hotel. With the support of this approach Hotel Radisson has
polished its brand image all around the globe.
Primary research: Hotel Radisson can conduct the primary research over customer decision
making process Management of Radisson Hotel can channelizes multiple methods such as taking
feedbacks of customers, approaching customers over internet and different social media sites and
application involves in the primary research. In this approach company ask different question
with potential customer or travellers all across the globe (Tontin and Bento, 2020). In primary
research all existing customers of company who stays in hotel on a regular basis and all potential
customers are addressed to collect the information. This allows hotel management to collect the
required information about te customer decision making process in case of hotels.

Secondary research: This is a time saving approach of conducting research in respect to
customer decision making in hospitality sector. In this method Hotel Radisson can utilises the
existing researches over customer decision making in hospitality sector. This technique is an
effective method to conduct research as over the period of time the customer decision making in
case of hospitality sector is not much changed (Dias and Phillip, 2016). This is a cheaper
technique to conduct the market research as company do not need to put any efforts for
conducting a specific market research over consumer decision making. As the hospitality sector
caters similar services so this can be an appropriate technique of research. Radisson hotel can use
internet to collect necessary information about the decision making process. In this technique
company will use all recent conducted market researches over customer decision making in
hospitality sector. This technique will provide a clear opinion in respect to customer decision
making journey in hospitality sector.
The above mentions approaches can be indicated as the key approaches to understand the
consumer decision making in respect to choosing a specific hospitality organisation.
P 7 Marketers influence different stages of tourism decision making process
Marketers can influence different stages in the tourism decision making journey in
hospitality sector can be summarises in following points.
The awareness stage: This is the first stage involve in consumer decision making journey in
hospitality sector. This is the time when customers feel that it requires a holiday. Marketers give
different offers to customers with the support of text massages and by emails to attract customers
towards a associated destination. The offers given at this stage play an important role to attract
customer as this stage allows marketers to attract customer even at the initial stage of the
customer travelling journey.
Research stage: Marketed run different marketing campaigns to attract customers at the research
stage. This is a crucial stage involves in customer decision making journey. Marketers provide
complete detail about the hotel and the destination in the marketing campaigns (Park, Krishnan
and Ha, 2019). For example Radisson Hotel drives different marketing campaigns over social
media and other key marketing channels. In this stage customer collect information about all
hotels and restaurants available at the destinations. Marketing campaigns allows company to
attract customer at the time of research about the destination.

Booking and stay stage: At the time of booking stage marketers give effective discounts and
other staying benefits such as free meals for a single time in a day and different attractive offers
along with the booking coupon to attract customers towards the hotel. For example, Radisson
Hotel give discounts and free amenities like boundary, breakfast another key benefits that attracts
customers at the time of booking. In this stage hotel management focuses on allowing different
kinds of staying advantages in the hotel.
Post stay stage: This is also the crucial stage in the customer journey at the hospitality sector.
Marketers use the strategies like solving customer’s issues, attractive welcome at the hotel, free
cab facilities and key approaches to attract the customers. This stage plays an important role for
the company to create a brand image in front of the customer. Company focuses over improving
the staying experience of customer (Lashley, 2018). This is more like attracting customer with
the support of its services. Company give emphasis to improve the service quality at each stage
of customer stay in hotel. For example Radisson Hotel management take of each and every
requirement of customers once the customers enters in the hotel to stay. Company focuses over
giving the best staying experience to its customer at this stage.
The above mentioned approaches indicate about the marketers techniques to attract
customers at each stage of decision making process and customer journey in hotel.
CONCLUSION
Based on the findings of the report, it can effectively be concluded that gaining an
understanding of consumer behaviour and insights is of immense importance to the sustained
successful operations of Radisson Hotels. The report identifies different social, cultural, personal
and psychological factors that influence customer behaviour in tourism industries. Then the
report assesses the impact of digital technology on tourism consumer trends. The report also
analyses stages of decision making in tourism consumers and maps a customer journey path for
Radisson Hotels. The report also analyses the importance of customer journey maps for
marketers of Radisson Hotels. Then the report compares the hospitality decision making process
in B2C and B2B using tourism examples. Further, the report evaluates how market research is
conducted by Radisson Hotel and the methods used. Finally, the report analyses how marketers
of Radisson Hotels can have an impact on tourism decision making citing examples.

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