Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK 1......................................................................................................................................3
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a tourism context.....................................................3
Explore how consumer trends are changing due to the impact of digital technology...........4
Analyse how cultural, social, personal, and psychological factors that influence consumer
behaviour and attitudes are changing and driving trends in tourism.....................................5
TASK 2......................................................................................................................................6
Examine the stages of the consumer decision-making journey and map a path....................6
Explore why it is important for marketers to map a path to purchase and understand
consumer decision-making in the tourism sector.................................................................11
Evaluate how marketers are responding to decision making process, applying relevant
examples for the tourism sector...........................................................................................12
TASK 3....................................................................................................................................12
Compare and contrast the key differences of hospitality decision-making process in the
context of B2C and B2B using specific tourism examples..................................................12
Evaluate the different approaches to market research and methods of research used for
understanding the decision making process.........................................................................14
Provide a coherent and justified evaluation of how different factors influence tourism
decision-making and buying behaviour, supported by specific examples...........................14
TASK 4....................................................................................................................................15
Evaluate how marketers can influence the different stages of tourism decision making
process giving specific tourism examples............................................................................15
Critically evaluate how marketers influence each stage of the decision-making process
with reference to relevant methods and models applied......................................................15
CONCLUSION........................................................................................................................16
REFERENCES.........................................................................................................................17
Books & Journals:................................................................................................................17

INTRODUCTION
Consumer behaviour is the study of human nature which becomes very necessary for
every organisation. The ultimate goal of any organisation is to satisfy their consumer’s needs
and wants. It can be possible for organisation that disposed to understand their behaviour for
producing goods and services according to them. There are different kinds of consumers in
the market. The report is based on Insight Vacations which is based in UK and Great Britain.
It is a well known tourism organisation which is headquartered in Singapore. The tourism
organisation is diversifying its operations which are leading it to operate in many parts of the
world (Kolar, 2017). They have also diversified their activities by developing tourism
packages, holiday packages, hotel stay and much more. There is a wide competition in
market for the industry and looking to this they are catering demands of consumers in a
proper manner which has led to rise in demand and its brand value. The study is extended in
two broad categories. The first part examines how the consumer behaviour persuades the
important factors like cultural, social, and physiological by help of relevant examples to make
the explanation more clear. The other part explains the effect which digital technology is
having in the tourism industry. The consumers are affected widely because of this. The report
also discusses the importance of consumer decisions and demands in tourism industry. The
use of B2B and B2C approach in this regards is also being discussed.
MAIN BODY
TASK 1
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a tourism context.
Consumer behaviour is regarded as examining the individual customers or groups on
the basis of how they buy, their ideas and what they purchase and in what manner they satisfy
their needs and wants. It refers to the action of consumers in the target which can fulfil the
demand and increase the supply (Chen and et. al., 2017). It is concerned with motivating the
consumers with attractive and innovative technique while consumers are at a tourist location
they want a mesmerizing feeling so that the journey is memorable for lifetime. To gain the
benefits, societies need to examine significant factors so that they make produce satisfactory
services. Insight Vacations has the list of factors that affects services by comparing them with
other. These are mentioned below:

Social factors: Social factors including social class, culture and subculture, family,
reference group, etc. These factors are affected by the society and its thought process. When
tastes and preferences are changed it will affect the tourism industry. For example, if the
relatives of a person are going for trip every year then it will directly effect on other relative
in which they get influence. They thought that they also should try to go on a trip. It influence
every individual by attractive them towards trends.
Cultural factors: Cultural factors include needs, values, perception, behaviour,
preference, wants, etc. The consumers are affected with the varied culture like income,
education which is existing and they compare and contrast among it. With reference to
Thomas cook, they give attractive package on demand of these middle and lower class
groups. For example, in office there are many employees who have not only professional
relations but also personal relations. Due to income of colleague, they are getting influence
towards ready for out siding. Person can influence by other person values as they thought that
they should do that.
Psychological factors: The psychology of consumers affects the services which they
seek. For this the tourism places have their own web pages by which they give information of
what is going in market and how they are following the trend. Psychological factors consist
of motivation, learning, attitude, perception, etc. give influence to customers. For example
motivator in the company such as leaders motivates their employees that they should perform
best. Due to motivation employees are ready to perform effectively and efficiently.
Personal factors: These are bound to customer as per their age, economic conditions
and many more. Low income group take short packages in a year whereas high income group
people tend to take seasonal packages which can range to 2-3 times a year. Every person is
influence with the help of personal factors by increasing their income levels.
Explore how consumer trends are changing due to the impact of digital technology
The changing trends in the tourism industry are due to the improvement of technology
in digital modes. There has been high innovation in digital industry that has affected
customers and tourism industry as well (Giddy and Webb, 2018). This will result in giving
quality products and services to the consumers and building a good brand image. They vary
on the basis of their behaviour, nature and on the basis of buying qualities. This will in turn
lead to development of such products and services which can be retained for a longer period
of time. Insight Vacations revels some important trends which are mentioned below: