Tourism Consumer Behaviour and Insight (L5)

Tourism Consumer
Behaviour and Insight

Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1: Investigate the different cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes with a tourism context........................................................................................3
P2: Explore how consumer trends are changing due to the impact of digital technology........................4
M1: Analyze how cultural, social, personal, and psychological factors that influence consumer
behavior and attitudes are changing and driving trends in tourism..........................................................5
D1: Critically analyze the emerging trends in consumer behavior and attitudes using specific examples
from the tourism industry to support your arguments..............................................................................5
TASK 2.......................................................................................................................................................5
P3: Examine the stages of the consumer decision making journey and map a path to the purchasing for
a given tourism service............................................................................................................................5
P4: Explore why it is important for marketers to map a path to purchase and understand consumer
decision-making in the tourism sector.....................................................................................................6
M2: Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the tourism sector............................................................................................................7
D2: Critically evaluate the application of appropriate theories, concepts and models that influence and
impact upon the tourism decision making process supported by specific tourism examples and contexts.
.................................................................................................................................................................7
TASK 3.......................................................................................................................................................7
P5: Compare and contrast the key differences of the hospitality decision-making process in the context
of B2C and B2B using specific tourism examples...................................................................................7
P6: Evaluate the different approaches to market research and methods of research used for
understanding the decision making process.............................................................................................8
M3: Provide a coherent and justified evaluation of how different factors influence tourism decision-
making and buying behaviour, supported by specific examples..............................................................9
TASK 4.......................................................................................................................................................9
P7: Evaluate how marketers can influence the different stages of tourism decision making process
giving specific tourism examples............................................................................................................9
M4: Critically evaluate how marketers influence each stage of the decision-making process with
reference to relevant methods and models applied................................................................................10
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................11

INTRODUCTION
Consumer behavior affect the buying decision of the company, especially in tourism
industry the customer behavior keeps on fluctuating according to the situation and external
environment. To better understand the topic IHG company has been selected which offer diverse
services associated with hotel, restaurant and resort all around the globe. The hotel comprises of
various divisions that effective cover the requirement of high and upper middle class people.
This report cover topics like examination of different factor that influence the behavior of
customer. Map out the consumer decision making process. Moreover, perform the research
which can influence the customer decisionmaking process. Further, examine different stages of
tourism decision making process.
TASK 1
P1: Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a tourism context
Consumer is the most important part in any type of business, the main focus of any
business is to satisfy the needs and wants of the customer, so it is very important for company to
understand consumer behaviour and work according to the situation. The company keep cultural
factor in mind where they are doing business they make sure culture of that region is followed
(Juvan and Dolnicar, 2014). So that customer and public don’t feel offended cultural values are
kept in focus as public need to be satisfied and they will be the end customer so they should be
happy with the way company is operated.Social factors, such as culture, family or social level
have a great influence on behavior because they define the individual. The IHG focuses on the
society and makes a check on the nature of tourist and gives them deal accordingly, if a tourist is
a compulsive tourist they show them Fancy pamphlet and if the tourist is a conservatism family
they show them economical package which can give them family discounts. It is very important
to understand the society and do business accordingly, the company focus on understanding the
social behavior and frame decision after that so there is a better understanding of the
environment in which the business is working on and dealt after that. Personal psychology of the
customer is taken into consideration, a customer need is identified by the company and service is
given accordingly so that customer get the satisfaction they were looking for and visit the
company more often in the coming future, personality of the customer tells a lot about the wants

and needs of the customer, the company work on that also. The attitude of the customer is also
taken into consideration as attitude also influences the buying behavior of the customer, it comes
under psychological study so that state of customer is studied and decision is made then(Bel and
et. al., 2015). The company do proper study of consumer decision before making any final
decision so that customer get what they are looking for and visit the company again in the
coming future.
P2: Explore how consumer trends are changing due to the impact of digital technology
Digital technology influence has changed the way the company uses to work previously;
it had broughtlot of changes in the way the company uses to operate. It has changed the way the
customer use to approach to a product and services also. With tones of advertisement done in
online platforms nowadays there is lot of content for people to consume. The IHG company
makes sure that advertisement or blog on digital media is done in a unique way so that it can
engage the customer and influence their buying decision. The IHGcompany do interaction with
their potential customer so that they can get the personalization they are craving for, teams are
there who take care of customer queries online so that customization can be made according to
the customer and they can get satisfied and informed about the package they are going for, it
influences the buying behavior of the customer and changes the potential customer to the final
customer. The company try to do personalization so that customer don’t get frustrated with huge
amount of content and they can actually get content what they are looking for in the blogs
published by the company(Gibson and O’Rawe, 2018). With the introduction of digital media
customer is well informed about the product and services offer by all the firms in a said area,
they have all prior information. So IHG company needs to be smart while dealing with customer
and should pitch them a deal which gather their attention and influence them to choose the
company out of all the rival firms. With introduction of digital platform customer had lot of
option from where they need to choose from, so brand loyalty became a very crucial aspect and
the company work on building the brand image so that more and more customer choose the
company because of the brand image and loyalty towards the services provided by the company.
The company also knows that with lot of options lying on the table customer expectations has
also increased and they want to get a best deal out of the many and they are ready to switch if
any company is providing them a better package so the company take care of the most aspects