Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................4
Investigation of various social, cultural, psychological and personal factors that impact
tourism consumer behaviour along with different examples.................................................5
Explanation of how consumer trends are changing due to digital technology ......................6
Analysis of how personal, social, cultural and psychological factors that impact attitude and
consumer behaviour are changing trends in tourism sector...................................................7
Critically analyse the emerging trends in consumer behaviour & attitude, by using particular
examples in tourism sector.....................................................................................................7
PART 2 ...........................................................................................................................................8
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given tourism service...................................................................................8
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.........................................................................................11
P5 Compare and contrast the key differences of the tourism decision-making process in the
context of B2C and B2B.......................................................................................................11
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.........................................................................13
M3 Provide a coherent and justified evaluation of how different factors influence tourism
decision-making and buying behaviour, supported by specific tourism examples..............14
P7 Evaluate how marketers can influence the different stages of the tourism decision-making
process..................................................................................................................................15
M4 Critically evaluate how marketers influence each stage of the decision-making process,
with reference to relevant methods and models applied......................................................16

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.............................................................................................16
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Consumer behaviour refer to the study of how customers, individual, group and
organisation select and purchase products and services in order to fulfil their requirements and
needs as well. In addition to this, it is an action taken by consumers in the market for effective
buying of goods and services. It is significant for an entity to analyse the behaviour of customers
as it help in satisfying and retaining them for longer time period. In the present report, TUI UK
and Ireland is taken into consideration (Alamanos, Kuznesof and Ritson, 2016). It is a Anglo-
German multinational tourism and travel company which was established in the year 1923. The
head office of the company is located in Germany and at present it has functioned globally. The
products of organisation are hotels and resorts, travel agencies, package holidays, cruise lines
and many more. The report will divide into two parts. The first part is a magazine article that will
cover factors such as cultural, personal and social factors which influence attitude and behaviour
of consumer. Along with this, there is discussion about how consumer trends are changing due to
digital technology. Further, the examples of three organisations is given in first part that is TUI
UK, Thomas cook, Trafalgar organisation. The second part will elaborate the stages of consumer
decision making process along with significance for marketers to map a path to understand
decision making of consumer. Moreover, difference among B2B and B2C and various
approaches of research using to understand decision making process will be describe in the
report.
PART 1