Tourism Consumer Behaviour and Insight

TOURISM CONSUMER
BEHAVIOUR AND INSGHT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PART 1............................................................................................................................................3
Different cultural, social, personal and psychological factors that can influence the consumer
behaviour and attitude..................................................................................................................3
Impact of digital technology on changing consumer trends........................................................5
PART 2............................................................................................................................................6
Consumer decision making journey Map....................................................................................6
Differences in Decision Making Between B2B and B2C...........................................................8
Importance for marketers to map path for purchasing and understanding consumer decision
making for tourism sector............................................................................................................8
Different approaches of market research...................................................................................10
Influence of Marketers During the Various Stages of Tourism Decision Making Process.......11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The consumer behaviour and insight is an extremely critical aspect in the tourism industry
as it is the customers itself that are the mainly targeted revenue generators of this service industry
and it is essential to understand their desires and preferences (Lin and et.al., 2019). TUI is an
international organisation offering tourism services in multiple countries. The current report will
analyse the different factors that influence the decision making of the consumers related to
tourism choices and the impact that consumer trends has will also be analysed. The report will
further identify the entire decision making journey of tourisms service and further explore the
importance that mapping the purchase path has for the marketers in this industry. Differences
between the B2C and B2B will be analysed and further the different approaches of market
research will also be analysed. Lastly the different stages of the tourism decision- making
process will be presented along with specific examples.
MAIN BODY
PART 1
Different cultural, social, personal and psychological factors that can influence the consumer
behaviour and attitude
Consumer behaviour is the purchasing behaviour of the users. In other words, it is an
observational activity that helps to understand that which factors influences purchasing decision
of customers or group of people in the market place (Choe and Kim, 2018). There are various
factors that impacts consumer’s behaviours such as cultural, social, personal and psychological
etc. factors are described as follows:
 Social factors: It is further subdivided into some segments i.e. reference group, family
and roles & status. These are major factors that enhance customer’s buying behaviour and
motivate them to be stay with a organization for long time (Hamouda, 2018). There has
an example of Marriott hotel which deeply analyse these social factors and offers branded
quality products and service to the people and maintains their family status.
 Cultural factors: It includes buyer’s culture, subculture and social class etc. influences
consumer’s behaviour. Culture is the main part of society and essential for person needs
and behaviour. The culture on buying behaviour is varied from country to another
country (Wang and et.al., 2018). So, it is essential for tourism organization to analyse
different group of culture or countries as well. This is similar to the case of social class
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where every society has some form of social class and each maintains their decorum.
Social class is not only related to disposable income of individuals but also there are
other factors i.e. wealth, education and occupation etc. So, this factor also responsible for
consumer’s buying behaviour. Culture is the combination of subculture in which people
keeps difference to each other in term of region, values and language (He and Huang,
2018). These are important cultural factors that are responsible for influencing
consumer’s buying behaviour in the market. There is an example of TUI travel and
tourism organization which deeply analyse all cultural factors and offers such kind
products and services that meets customer’s objectives and influences their buying
behaviour.
 Personal factors: These factors include age and life cycle stage, occupation, financial or
economic situation, self-concept and responsibility etc. gives values to the customer and
boosts their purchasing behaviour. For example, when individuals get desirable products
and services as per their taste, income and status that automatically encourages them to
buy hospitality or travel services from the organization (Femenia-Serra, Neuhofer and
Ivars-Baidal, 2019). There has an example of Hilton that offers travel and tourism
services to the customer. It provides all products and services based on personal factors
so it has good brand image in the tourism industry.
 Psychological factors: There are four factors i.e. motivation, learning and attitude or
belief etc. influences customer’s buying behaviour. When consumers get desirable or
value-based services, this automatically portray good image in customer’s mind for the
brand. TUI designs its products and services on the basis of psychological factors so that
it enables to offer value-based services to them (Lim, Soutar and Lee, 2016).
Significance of consumer behaviour: It is very essential for the organization to understand that
what enhances the purchasing decision of the user and it can decline their purchasing decision as
well. Deep understanding of customers’ behaviours supports marketer to decide that how to
display its products such that it impacts on consumer’s buying behaviour (Kennedy and Kmec,
2018). TUI is the travel agency which designs all factors by analysing all factors i.e. social,
psychological, persona and cultural factors and encourage customers to buy hospitality or travel
services effectively.
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