Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1. Examine various cultural, social, personal and psychological factors that influence tourism
consumer behaviour and attitudes...............................................................................................1
P2. Examine how consumer trends are changing due to the impact of digital technology.........2
Task 2...............................................................................................................................................3
P3. Describing the stages of the consumer decision making journey and map a path to the
purchasing for a VisitBritain.......................................................................................................3
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision-making in the tourism sector ......................................................................4
Task 3...............................................................................................................................................6
P5 Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific tourism examples. .......................................................6
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process................................................................................7
Task 4...............................................................................................................................................8
P7 Evaluate how marketers can influence the different stages of tourism decision making
process giving specific tourism examples...................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES:.............................................................................................................................10

INTRODUCTION
Consumer behaviour is a inspection of person, group or organisation as a customer during
buying, using, selecting of a goods or service to satisfy there needs and wants. It is important to
analyse the consumer behaviour to bring more customers to business and to retain the existing
one with there changing needs. The report will contain the tourism consumer behaviour and their
insight in context with UK's national tourism agency 'VisitBritain'. It was established in April
2003 with merger of British Tourist Authority and the English Tourism Council (Bigne and et.
al., 2018). The report covers influence of the various behavioural factors on consumer behaviour
and how consumer trends are changing due the digital technology in tourism industry. The
stages of the consumer decision making along with their importance to map a path to purchase.
Further the difference between B2B and B2C and methods of market research with specific
tourism examples are describes in the report.
Task 1
P1. Examine various cultural, social, personal and psychological factors that influence tourism
consumer behaviour and attitudes.
The way an individual, group or organisation act while buying the goods or services in a
marketplace is a consumer behaviour. Consumer behaviour helps an organisation to analyse the
requirements of the consumers and to fulfil those requirements with full satisfaction. A
organisation must know the influence of various factors like: cultural, personal, social and
psychological in buying behaviour of a consumer in order to create customer satisfaction and
customer retention for long term growth of companies. Influence of above factors in consumer
behaviour and attitude of VisitBritain tourism agency and tourism industry: Cultural: Cultural factors are the set of values, perceptions, believes that a person inherit
from childhood in the name of culture. Cultural factors have three categories: culture,
sub-culture and social class. In tourism sector the services provided to consumers are
created by keeping in mind the culture of the consumer and the culture of the country
(Bigne and et. al., 2018). VisitBritain has researched and segmented the service of
tourism on the basis of customers keen in travelling in there own country and other who
want to explore other countries culture.
1

 Social: Elements such as family, friends, society, colleagues, reference groups, role and
status all this factors impact directly on the behaviour of consumers. In tourism sector
family and friends plays a important role in planning the vacations, holidays or trips.
VisitBritain has implemented this factor very sharply in providing services on the bases
of friends and family visit, business visit, youth and study visit etc. Psychological: Perception, learning, beliefs, motivation and attitudes are the
psychological factors influencing the consumer behaviour. In tourism sector this factor
has crucial part to play as tourist are so aware of their needs and create a perception and
attitude toward the visit they want. VisitBritain accordingly provide there service on
psychological factors of consumer.
 Personal: Age, life style, personality, self concept, occupation are the personal factors
which have impact on the buying behaviour of the consumers. Age acts as the primary
factor in tourism industry to plan their service in that manner. Keeping in mind the
lifestyle factor VisitBritain has luxury service in the list.
P2. Examine how consumer trends are changing due to the impact of digital technology
Digital technology has become part and parcel of the life. In addition to this rapidly
changing technology is rapidly adapted by consumers too. These changing digital technology is
fabricating the new consumer trends or behaviours. Opportunities and challenges are coming in
hand in this tech world changing so quickly. With digital technology consumer behaviour are
more involving and positive towards the tourism sector. The tourism sector is highly benefited
with the changing technology as digitalization has made consumers only finger touch away to
access the required information related to stay, travel, accommodation, facilities and so more
(Gibson and O’Rawe, 2018). VisitBritain has so well organised website with all the information
available on it so that customer have easy access to the information they require to avail the
service from the organisation. Digital technology has made consumer well aware about the
different services and there alternatives to make them benefit with best service on holiday or
vacation. The changing consumer trends due the impact of digital technology in tourism sector
are: Market research and Product comparison: Consumers in tourism sector collect all the
information required for the trip and compare services of various organisation to enjoy
the best one. Digital technology has made this process so easy and fast for the consumers.
2