Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and Insight

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Different culture, social, personal and psychological factors that can impact on consumer
behaviour and attitude..................................................................................................................3
P2 Impact of digital technology on consumer.............................................................................4
LO2..................................................................................................................................................5
P3 Stage of consumer decision making process and map path of purchasing tourism services. 5
P4 Importance of map path of consumer decision making process for marketer........................6
LO3..................................................................................................................................................8
P5 Key differences of the hospitality decision-making process in the context of B2C and B2B8
P6 Different approaches to market research and methods of research used for understanding
the decision-making process........................................................................................................9
LO4................................................................................................................................................10
P7 Marketers influence stages of tourism decision-making process.........................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Tourism Consumer Behaviour and Insight refers to the attitude and behaviour or preference
of individual regarding selection of particular destination or place for effective operation of
business. There are various factors that influence consumer behaviour such as culture, social and
Psychological that needs to be considered by marketer of Trafalgar while formulating strategies
to induce individuals. Digital technologies have also impacted selection or decision making of
customers regarding specific destination and hotels to enjoy their leisure time and money. This
report is about Trafalgar that operates in tourism and hospitality industry to provide better
experienced to customers so that it can earn maximum profitability. It has analysed points such
as factors that affect behaviour of people and different stages of consumer decision making while
making purchase. Report has also discussed about different approaches of market research and
the way marketer of Trafalgar has influenced different stages of consumer decision making
process.
LO1
P1 Different culture, social, personal and psychological factors that can impact on consumer
behaviour and attitude
Consumers are most crucial for any organisation as it helps in generation of more and more
revenue or profit margin for better living standard therefore companies makes hard efforts to
fulfil their requirements. Needs and preference of customers are affected or influenced by
various factors such as social, personal, culture and psychological that are affectively evaluated
and analysed by marketing manager of Trafalgar while planning strategies to influence
customers (Fleischer, 2017). Therefore various factors that affect consumer behaviour, taste and
preference are as follows:
Social factors: It included personal contact or network of individual that provided crucial and
first hand information to individual about various destinations, places or hotel that it can choose
to spend its leisure time and money. Consumer always ask to their relative, friends and family
member before selecting particular destination therefore it can be stated that social factors have
major impact on consumer behaviour.
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Personal factors: Each individual have its own preference and needs or tradition , culture and
belief that motivated it to select specific destination as compared to another. Therefore marketing
manager of Trafalgar has to conduct market research related particular needs and requirements of
individual so that firm can grow and expand its business.
Psychological factor: It refers to education level, mindset and age or social culture and family
background of individual influence consumer behaviour and attitude. Some individual are
motivated to visit at particular destination for have fun and enjoyment so marketing manager of
Trafalgar have identified such factors to attract maximum number of individual. Education level
or existing knowledge of individual also contributed in effective selection of destination.
Culture factors: It is another factor that influence on behaviour and attitude of consumers that
is culture as different people belong to different culture and tradition. Most of the tourist likes to
visit destination that conserve its value, ethics and culture so that they can have fun while visit at
such place (Ribeiro and Grebosz-Krawczyk, 2020). Therefore it can be stated that all such
factors has adversely impacted on choice and selection of various destination across globe.
P2 Impact of digital technology on consumer
There are rapid changes and development in digital technologies which have impacted on
overall customers taste, preference and trends. Companies are using digital media to market
their products and services to wide range of customers that are living in specific society thus it
have reduce total cost of marketing. Most of the people spend lot of their time scrolling or
playing games, watching videos through social media such as facebook, twitter and Instragram to
have entertainment and enjoyment. Therefore various points that illustrated impact of digital
technology on consumer behaviour are as follows:
Brand trust: People through digital media are able to known about brand image or rating of
particular hotel, organisation that helps in building strong brand image and customers loyalty
(Camilleri, 2017). Most of the tourist uses social sites to get suggestion regarding particular
destination and hotel so that they can choose best alternative from various option for better
satisfaction of their requirements.
Get lot of information: Social media or digital technology has provided ease and comfort to
customers by offering ease access to various information that they need about various
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