Tourism Consumer Behaviour and Insight

Tourism Consumer Behaviour
and Insight (L5)

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................4
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a tourism context ....................................................4
P2 Explore how consumer trends are changing due to the impact of digital technology......6
M1 Analyse how cultural, social, personal, and psychological factors that influence consumer
behaviour and attitudes are changing and driving trends in tourism......................................7
TASK 2 ...........................................................................................................................................7
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given tourism service...................................................................................7
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision-making in the tourism sector...................................................................9
M2 Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the tourism sector.........................................................................................10
TASK 3 .........................................................................................................................................10
P5 Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific tourism examples..................................................10
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process.........................................................................11
M3 Provide a coherent and justified evaluation of how different factors influence tourism
decision-making and buying behaviour, supported by specific examples...........................12
TASK 4 .........................................................................................................................................12
P7 Evaluate how marketers can influence the different stages of tourism decision making
process giving specific tourism examples............................................................................12
M4 Critically evaluate how marketers influence each stage of the decision-making process
with reference to relevant methods and models applied......................................................13
CONCLUSION .............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Consumer behaviour is defined as the involvement of various activities, decisions
and ideas which are helpful in satisfying the needs and demands of the customers

(Ashman, Solomon, and Wolny, 2015).There are different activities related to the
obtaining, consuming and disposing of service and products that are followed within the
company. The company considered in this report is Trafalgar organisation. This
company is a world leader in the travel experience and it has started in the year 1947.
The main aim of this company is to provide customer's a good experience that has
never provided before. There are various castles, historic villages, vast landscapes,
vibrant cities, etc. This company will include the information about the different cultural,
social, personal and psychological factors that influence consumer behaviour. There is
discussion of stages of the consumer decision making. There is discussion on the key
differences of the hospitality decision-making process in the context of B2C and B2B.
TASK 1
P1 Investigate the different cultural, social, personal and psychological factors that
influence consumer behaviour and attitudes with a tourism context
There are various type of attitude and behavioural change in the customers of
travel and tourism industry. The impact of the factors on travel and tourism clients and
customers in mentioned below -
 Cultural factors : These are defined as those factors which include perception,
belief and values which are developed because of the lives of people. There are
different culture and beliefs of people of various places. The main aspect which is
considered while managing the tour in London includes values and perception of
the people living in London. While managing the tour, it is concluded that stay at
hotel, food items and places are perfectly handled.
 Social factors : This is known as the factor which is defined as all the social
norms and elements that are affected by the travelling of customers. It is
important that the tour preparation at London is managed as per the the social
factors followed in London. This involves managing family, society, friends of
people living in London. Children coming in tour are provided facility of playing
games and parks. On the other hand, adults are provided some facilities like
swimming, gyming, theatre, etc. This will help in making their experience good.