Tourism Consumer Behaviour and Insight

Tourism consumer behaviour
and insight

Table of Contents
INTRODUCTION 3
MAIN BODY 3
Lo1 3
Investigating various factors that influence consumer attitudes & behaviour within tourism
context.........................................................................................................................................3
Determining changing consumer trends due to digital technology impact................................4
Lo2 6
Evaluation of consumer decision making journey and path mapping stages for a particular
tourism service............................................................................................................................6
Determining importance for marketers in path mapping & consumer purchase decisions
making within tourism sector......................................................................................................7
LO3 8
Compare & contrast key decisions of hospitality in relation to B2C & B2B processes with
specific examples........................................................................................................................8
Evaluation of various market research methods & approaches used to understand decision
making processes........................................................................................................................9
LO4 9
Critical evaluation of marketers influence on different stages of tourism decision making
process.........................................................................................................................................9
CONCLUSION 10
REFERENCES: 11

INTRODUCTION
Tourism sector mainly focusses on best consume experience derived from different
products & services offered by various hospitality organisations. Every consumer in market
comes with a specific need or desirable want for a commodity or service that has to be fulfilled
in time by organisation to gain maximum productivity. Therefore, various marketing activities
are conducted that can be helpful for tourism firm to influence consumer behaviours successfully
and change their decision-making process positively. One such famous organisation is Trip
advisor, which is an American online platform that operates both website & an application. This
hospitality firm have several products & services offered that includes online booking facility of
hotels, restaurants, tour packages etc. In this project the chosen organisation is Hilton which is
founded in 1919 by the Conrad Hilton. Headquarter of respective organisation is situated in
Virginia, United State and it serve its services worldwide. Also different stages of consumer
decision making procedure has been described to do path mapping of consumer purchasing
process. In relation to chosen firm, below report explains about various factors that affects
consumer behaviour within tourism sector. The below assessment also does critical evaluation of
key differences in hospitality decision-making process in relation to B2B and B2C processes.
Following report, consist of various factors that can influence consumer behaviour, market trends
through use of digital technology.

MAIN BODY
Factors that influence consumer attitude and behaviour
Consumer behaviours & decision-making processes are mainly affected by certain factors of
business environment. Some of these include cultural factors, social factors, psychological and
personal factors explained in below points: Cultural factors: Such factors are broadly determined by different tastes & preferences
of a consumer in cultural environment. Consumer having different needs, wants,
preferences, beliefs & purchasing capacity that ultimately determine their decisions for
buying a product or availing a particular service (Boo and Busser, 2018). These decisions
therefore may depend on cultures, sub cultures etc. Culture is defined as the customs and
different religious rituals, which different audiences follow. In content with Trip advisor,
does consistent analysis on different Sub cultures that comprise of various categories of
individual consumer belonging from different religions, nationalities etc. Since there are
diversity of consumers in market from different cultural backgrounds. People travel in
different locations so they want that they go to such location, which are related to their
culture. Respective make sure that their offers provided at online website meet up cultural
expectations. As Hilton organisation gain all consumers information about their taste and
preferences than provides services that satisfy customers efficiently and there are separate
department for this purpose Give examples & well as requirement of consumer such a
travel packages, accommodation faculties, transportation etc. Social factors:- It has been observed by respective firm that only culture does not impact
consumer but also their living standards, class, social status & lifestyle impact their
purchasing decisions (Choi and Choi, 2019). These factors therefore are related to set
social norms as well as lifestyle of an individual weather they are interested in travelling,
various restaurants, and avail various other website services or not. As Hilton
organisation provide services according to needs of customers that influence potential
customers. Psychological factors:- These factors consist of mainly thinking of consumers towards a
particular product or service offered. In relation with Trip advisor, mental state of an