Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and Insight

Table of Contents
Table of Contents.............................................................................................................................1
INTRODUCTION...........................................................................................................................2
LO1..................................................................................................................................................2
P1 Different culture, personal, social and psychological factors that influences consumer
behaviour.....................................................................................................................................2
P2 How consumer trend are changing due to impacts of technology..........................................3
LO2..................................................................................................................................................4
P3Stages of consumer decision making journey and mapping a path to purchasing for a given
tourism services...........................................................................................................................4
P4 Importance for marketers to map a path to purchase and understand consumer decision
making in tourism sector.............................................................................................................5
LO3..................................................................................................................................................6
P5 Compare and contrast the difference of hospitality decision making process in context to
B2B and B2C...............................................................................................................................6
P6 Different approaches to market research and method of research.........................................8
LO4..................................................................................................................................................9
P7 How marketers can influence different stages of tourism decision making process..............9
CONCLUSION..............................................................................................................................10
REFERENCE................................................................................................................................11
1

INTRODUCTION
Consumers are playing a vital role in the organisation who increases brand images and
organisational profitability by purchasing products and services. To buy something there is
required to identify the needs and wants of themselves then evaluate various options which are
available in market and select a best products out of many. The behaviour of consumer is related
to buying aspects that are done by people after making decision regarding particular products and
services (Page and Connell, 2020). This involves emotions, attitudes, preference and consumer
behaviour that attracts people and sale them goods. The present report is based on TUI Group, is
Anglo German multinational travel and tourism company. This is largest leisure travel and
tourism company in the world that is providing different types of products and hotel services.
Topics are covered such as examination of factors that influences tourism consumer behaviour,
ability to map a path to purchase in tourism context, evaluation of research to understand
influences on tourism consumer decision making process. Moreover, marketers influences
different stages of consumer decision making process.
LO1
P1 Different culture, personal, social and psychological factors that influences consumer
behaviour
Consumer behaviour is consider as process of buying that involves how individuals
chooses, uses, purchases, commodities and experiences about products and services. This is
important for people to identify their needs and make different options to select a best one. For
organisation it is important to know what people wants and how they can be satisfied by
attracting customers and providing them services accordingly. In context to TUI Group,
customers who wants to spend their holiday searching best travel agency by analysing all option.
In competitive environment there are many factors that influences attitudes and behaviour of
tourism consumer (Altinay and Taheri, 2019).
Cultural factor – This refers as values, beliefs, attitudes and behaviour of people that
influences consumer behaviour. In other words, it is the collection of norms, intellectual
achievements and different culture in relation to a business. In context to TUI Group, managers
are required to focuses on different culture as some have who are demanding different types of
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products that is provided by such organisation. This influences consumer behaviour and provide
tourism services accordingly (Santamaria and Filis, 2019).
Personal factor – As all people are having different needs and wants so they select the
products according to income group, financial group, personality and lifestyle that attracts
people. In TUI Group, managers are consider income level, age group, lifestyle and personality
and give them hotel travelling services accordingly which helps to make right decision (Huang
and Crotts, 2019).
Social – This factor is related to family, status, reference group and society who have
different needs that is needed to fill by organisation by offering products and services
accordingly. In context to TUI Group, managers are needed to focuses on all age group,
reference group and family. The manager of such organisation arranges room and travelling
services for family, couple and others that influences them to buy products and services in
relation to travelling get accordingly (Stamolampros and et. al., 2019).
Psychological factor – The relation of such factor with perception, insights, motivational
level and mental group of people as what they thinks and how they can be satisfied. The manager
of TUI group provide services first class, medium and high class of services to consumer. Some
over age people are demanding peaceful room and environment that increase their satisfaction
level and maintain profits (Pantano, Giglio and Dennis, 2019).
P2 How consumer trend are changing due to impacts of technology
Technology is growing faster where only organisation can survive who have adopted new
technology and innovation proper. This technology is changing consumer trend by providing
new products and services. TUI is also adopting new technology as it offers online booking and
delivering services to customer. The impacts of digital technology in context to TUI Group are as
defined:
Peace of mind and convenience – Digital technology is making all work easier, faster and
peace that reduces conflicts and chancers of errors so a business can be run effectively. In
context TUI Group, managers are providing a app to customer which helps to booking and
cancelling the services. This also helps to maintain the peace in work and all working
conveniently that increases business performance (Meng, Zhang, Li and So, 2019).
Communication gap – With the help of new technology it become easier for employer
and employee to keep in contacts and touch and perform business activities. for instance,
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