Tourism Consumer Behaviour and Insight

This report explores the factors influencing consumer behaviour and attitudes within Trailfinders, a British travel company. It discusses the impact of digital technology on changing consumer trends in the hospitality industry. The report also covers the stages of consumer decision-making journey and how to map the path to buying for a Trailfinders service. Additionally, it compares and contrasts the key differences in hospitality decision-making process in B2B and B2C contexts using specific tourism examples.

Tourism Consumer
Behaviour and Insight
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Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Different factors that have influence on consumer behaviour and attitudes within
Trailfinders..................................................................................................................................3
P2 Impact of digital technology on changing consumer trends and its effect on hospitality
industry........................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Stages of consumer decision making journey & map path to buying for a Trailfinders
service..........................................................................................................................................5
P4 Significance for marketers to map path to buy and know consumer decision-making within
tourism sector...............................................................................................................................6
TASK 3............................................................................................................................................7
P5 Compare and contrast key differences of hospitality decision-making process in context of
B2B and B2C using specific tourism examples..........................................................................7
P6 Different approaches to market research and methods of research applied for understanding
decision making process..............................................................................................................9
TASK 4..........................................................................................................................................10
P7 Marketers influence different stages of tourism decision making process giving specific
tourism examples.......................................................................................................................10
CONCLUSION..............................................................................................................................10
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INTRODUCTION
Consumer behaviour refers to the study of organisations, groups or an individual and all the
activities related with the buy, use and disposal of products and services, including consumer’s
emotional, behavioural and mental responses that follow these activities (Altinay and Taheri,
2019). Consumer behaviour within tourism takes a broad outlook of tourism and looks at
consumer behaviour within a number of sectors such as tour operations, hospitality, tourist
destination, retail travel, visitor attraction etc. For this report Trailfinders is a chosen British
travel company within the UK and Ireland. It was founded by Mike Gooley in 1970. It is the
biggest independently owned organisation within the United Kingdom. This report is based on
different tasks that include number of factors that influence tourism consumer behaviour and
attitudes. This report will also cover ability to map a path to purchase in a tourism context,
including the decision-making process. Approaches to market research and comparison between
B2B and B2C have been covered in this report. At last different stages of tourism decision-
making process will be applied for completing this project.
TASK 1
P1 Different factors that have influence on consumer behaviour and attitudes within Trailfinders
There are many factors that have influence over consumer behaviour and their attitudes. In
this regard, the main aspects are cultural, social, personal and psychological factors that have
significant amount influence over both consumer behaviour and their attitude. The description
regarding all these factors along with the impact over both aspects i.e. consumer behaviour and
attitude are defined below;
Cultural factors: The determinants which are included under the culture include norms,
belief, attitudes, values and ideologies. These all are different in among all different individuals.
This depicts that the role of culture is quite significant in development of the particular consumer
behaviour. This can be effectively understood with the aid of example like before offering
anything new to the client by the management of Trail finders, needed to ascertain their
behaviour as this will provide the opportunity in presentation of the one which will be most
influential in nature to persuade their consumption behaviour (Gibson and O’Rawe, 2018
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Hanna and et. al., 2018). For example, in UK culture is present regarding technology and
advanced workings. So, the focus over presentation of advanced and adventurous places help to
gain their more support.
Social factors: The aspects which are covering under this includes education level, income,
demographics and many more. This brings an obligation over the management of an organisation
that never focus over involvement of factor which is harmful to the social sentiment of any
particular group. Also, this will help to focus over adoption of such offers that has most
influential impact over the consumption behaviour of a client. For ex., in India people have belief
about the travel at religious places. So, presentation of same kind of options help to influence
their behaviours.
Psychological factors: The aspects which are covering under this includes learning and
experience, beliefs, individualistic perceptions and motivating & others. In respect to the
improvement of this aspect towards the consumer, organisation has to over market research as
this will help to grab the traits so the decision can be taken for betterment of both an organisation
and client (Held, 2018).
P2 Impact of digital technology on changing consumer trends and its effect on hospitality
industry
In today’s modern business environment, consumer is considered to be the most imperative
aspect as the change in trend directly affects the motivation of customers at market place.
Therefore, digital technology has transformed the way of executing business and also provides
wider base to the buyers to fulfil their desires. Thus it also influences the operations of a business
and the key impact of digital technology over the performance of Trailfinders are associated as
below:
Developing buyer’s expectations: Digital technologies has developed the operations of business
through providing online platform as it is effective in rendering cheap and quick facilities to the
customers. Therefore, the Trailfinder has entered into the online market to offer best possible
services to the customers at global level (Jackson, 2019).
Change in buyer’s behaviour: Digital technologies are effective for the buyers in
providing an easy way to make booking and online payment, thus this provide reliability to the
customers to attain growth and success.
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Emerging buyer’s trends and their influence on the hospitality industry: Developed
significance of health and wellness: In the modern era, buyers became health conscious in
nature as they are concern over their health issue. Therefore, Trailfinders company is concern
over rendering effective facilities in the manner of pools, fitness centres, spa rooms, yoga spaces,
exercise equipments and shower water with essential vitamins and so on, to providing
satisfaction to the buyers (Lalicic and Weismayer, 2018).
Tech Explosion: In the modern environment, buyers have become self sufficient and tech-
savvy and are comfortable in utilising apps and websites on mobile. With, undertaking the
mobile app the Trailfinders is seeking for benefits for the buyers and customers as well.
TASK 2
P3 Stages of consumer decision making journey & map path to buying for a Trailfinders service
Consumer decision making is the process on the basis of which a consumer takes the
decision about the purchase of particular good or service. This is must to ascertain as this will
help to improve business through use of influencing tactics. The different stages which are
included under the consumer decision making journey are defined below:
 Need recognition: This is the first stage where consumer identifies it core requirement.
 Searching of information: This is the second stage about the gathering of information
about different products and services which are available in respect to the fulfilment of
same.
 Evaluation of the alternatives: This is the third stage which includes the evaluation of
different alternatives of various organisation in respect to the identification of best
thorough which they able to derive maximum value.
 Actual purchase of product: This is the step that includes the actual purchasing of good
of the particular that help to meet the requirement along with highest value as compared
to other products.
 Post purchase evaluation: This is the step includes the valuation of purchased product
after its consumption on the basis of determinants like quality and effectiveness to meet
requirement (Li, Walters, Packer and Scott, 2018).
Another method that will help in determination of the customer journey is ascertainment
of their similarities and dissimilarities. This is important in nature to determine the aspects that
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have positive impact over their behaviour along with those which impacts negatively. This
information further can be used by management of an organisation for influencing their buying
behaviour and attracting consumers towards own products and services. Completion of this
study also aid in determining that what aspects are in trends what gone fade. This help to
improve operational functions.
Here, also mapping can be done easily by ascertaining focus over the process followed by
the management of Trail finders. This is defined below:
 Pre purchase: This is about the determination of the needs and requirement of a
consumer by an organisational management. The advantage of this step that help in
deliverance of the quick service according to the buying behaviour of a client. The
management of Trail finder starts the work with identifying consumer need so they can
fulfil the same through online and offline methods.
 Purchase: This includes the delivering of best accordance to the requirement and the one
that delivers maximum value as compared to other alternatives.
 Receive: This step involves checking that received in the same form as presented. This
help to improve their experience.
 Post purchase: This is about the ascertaining feedback that they want to continue the
functions in future or not and what need an organisation has to do for improving current
level of services.
P4 Significance for marketers to map path to buy and know consumer decision-making within
tourism sector
It is important and significant for markets to know consumer’s decision making because it will
help them in identification of customer’s requirement towards specific service in tourism sector.
There is different importance of mapping path the buy of customers and knowing consumer’s
decision making (Liang and Yang, 2018). Some significance has been explained as below:
Significance for marketers to map path to buy of customers:
Mapping the path to purchase of customer is essential for marketers because it will support
them to undertake knowledge about the various problems that are being facing by customer when
they take on process of buying product and services. There are some levels of mapping the path
which has been described as below:
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Extensive problem solving: It is a first stage and in this customers take more time while
selecting product and services that they require to buy. As they not have any knowledge and idea
about the business offerings in their market segment.
Limited problem solving: This is another stage and in this consumers have full knowledge
regarding the business offerings. Along with this, they compare offerings of current organisation
with alternative options that are available within marketplace. This is an important and
significant level for Trailfinders because with the help of this, they can put their full efforts in
satisfying customer’s needs and attracting them for longer time period (Min and Jeong, 2019).
Routine problem solving: This is a last phase of mapping path to purchase of customers. In
this phase customer purchase products and services of specific organisation. At this level,
tourism industry is needed to make sure that they give after service facilities to their tourist in
order to solve their issues as to maintain them strong relationship and retain for longer time.
All these are important phase for marketer such as Trailfinders in attraction of large
number of customers and increment in their revenue and market share.
Significance for marketers to know consumer decision-making:
Study of consumer decision making is most essential for marketers because they can
know the consumer’s expectation. It supports to know what makes a customer to purchase a
service within tourism industry. It is important for Trailfinders to assess the type of services liked
by tourists so that they can let go it to the market. Trailfinders can recognize the likes and
dislikes of visitors and design base their marketing efforts derived from the findings. There is
some significance which has been described as below:
Maximisation of customer base: By understanding customer decision making, Trailfinders can
easily fulfil customer’s needs and wants that turn to helps them in enhancement of satisfaction
level of visitors that results in higher customer base (Moutinho and Vargas-Sanchez, 2018).
Increment in sales: Higher number of customers within tourism helps Trailfinders in
increment of its sales and also supports them in improving its brand image in marketplace.
Therefore, it is the role of tour operator to provide effective services to the visitors on time.
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TASK 3
P5 Compare and contrast key differences of hospitality decision-making process in context of
B2B and B2C using specific tourism examples
Business to business and business to consumer are the two different term which are implemented
in different context of business, Therefore, Business to business is defined as the marketing
approach which is implemented among the collaborative operations of business. On the other
hand, business to consumer is also termed to be the marketing aspect which is implemented for
the exaction of business to consumer practices (Page and Connell, 2020). The primary obligation
of each business is to gaining growth, developing performance, increasing market share and so
on, thus the appropriate difference among B2B and B2C are determined as under:
Decision making
process
B2C B2B
Analysing need Buyers mainly begins through the
purchasing procedure through
analysing the requirements, thus in
this need of buyers are practical in
nature. For instance: the medicine is
required in fulfilling individual need.
Organisations are seeking for
purchasing procedure through
identifying the requirement to attain
the business objectives. For instance,
purchase of medicine and medical
equipments are essential to develop
stock ordering activity.
Comparing
alternatives
In this region, the buyers mainly
distinguish the requirement and
quality of medicine with the
accessible options in the commercial
region. In this business mainly assist
business operations via online
reviews.
The manager of the business mainly
compares the medical equipment
suppliers with all the other brands
who are dealing in the similar
industry with considering, time,
quality, cost, features and so on.
Purchase manager in business
compares the product computer
equipment suppliers with all brands
provided in market, and also
considers factors like cost, quality,
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durability, budget of company.
Select among
various
alternatives
In this, buyers mainly choose the
most appropriate equipments or the
facilities from the available sources.
On the contrary side, in these stage
organisations finally selects the
equipment’s of medical which are
suitable to render appropriate
facilities to the customers.
Analysing the
outcome
In this, purchasers render inputs just
if their desires are not met. They may
legitimately gripe to the vender or
utilize online networking to introduce
their disappointment (Pelet, Barton
and Chapuis, 2019).
In this stage, on the off chance that
organizations faces any issue in item,
at that point they settle them by
speaking with provider.
P6 Different approaches to market research and methods of research applied for understanding
decision making process
In order to understand decision making process of customers, primary research method is more
useful and valuable for Trailfinders because it will help them in identification of customer’s
behaviour, needs, wants and desire towards the services. Questionnaire refers to the effective
and useful method of primary research that will be used by Trailfinders for identifying decision
making process of customers. In this method, company can prepare different questions and select
customers on random basis. This will help them in determination of customer’s view point
regarding the offerings offered by Trail finders (Prebensen, Chen and Uysal, 2018).
Along with this there are different approaches for market research that will be beneficial in
understanding of decision making process of customers. There are some effective and useful
approaches according to the Trailfinders which has been described as below:
 Passive view model: According to this model, buy behaviour of consumers receives
prompted by using practices including income, advertising, promotion, advertising etc. In
this relation, it has been stated that this model does no longer bear in mind the truth that
purchasers themselves play a crucial function in making the selection associated with
purchase of an item. With the aid of this model able to research about consumer
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behaviour that on which they will be influenced. Here, promotion is important factor to
persuade the behaviour of consumer’s and their attraction towards organisational
offerings. The another factor that will help in attracting consumers is offering in
accordance to their paying ability. The benefit of this ascertained in the form of positive
results where able to build strengthened image.
 Economic view model: This is based totally on the idea that a patron is a rational being
and consequently they generally tend to take coherent decision while making purchase of
a product. The visitors separate extensive variety of gadgets, determine their normal focal
factor of interest. In this relation, the clients own the capability of ranking different
gadgets in accordance with their price in addition to first-rate. This includes segregation
of consumers on different points basis such as availability of options, price and interest.
Here, interest is the main aspect that help in determining nature of consumers. Focusing
over same help an organisation to attract large consumers along with persuasion of their
behaviour towards acceptance organisational specific offer.
Therefore, all these approaches are essential and important for Trailfinders in understanding
of decision making process of their customers. This turn to support company in attraction of
maximum customers and achievement of better outcomes easily.
There are numerous number of factors that have impact over consumer behaviour and their
decision-making. All these are explained below:
Interest: Consumer’s interest having huge impact over their behaviour and decision making.
In case, if an organisation able to satisfy the interest of an organisation then consumer prefer to
go within an organisation. Also, while talking about decision making then interest comes
compared to other factors. This persuade their behaviour that they will go out of limit and avail
offers in area of their interest.
Income: This second prominent factor that has impact over consumer behaviour and their
decision making. They have to select the only those offers that falls in their budget limit. In this
case, if an organisation able to justify the same then always get the demand from consumer.
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TASK 4
P7 Marketers influence different stages of tourism decision making process giving specific
tourism examples
There is huge influence of a marketer activities on the different stages of consumer
decision making process. The main work of marketers is related with the marketing of the
different offerings of an organisation along with the features associated with the particular
destination. The everything is done in such manner that influence decision making of the
different consumer groups in various manner. This will provide an opportunity to an organisation
improve their business and gain the competitive edge. This can be understood from the different
points explained below regarding the influence of marketer activity on the different particular
stages of consumer decision making;
Promotion of adventurous places: In current period of time, there are large number of
people who want to explore the adventurous places. The promotion of these places has the
impact over first stage of decision making process where they can easily influence the behaviour
of consumers (Suhartanto, 2018). Though this approach marketers focus over influencing the
interest of relevant consumers. This aid in attainment of their attraction along with support
towards entitlement of their specific services.
Promotion of amenities: The large number of visitors give the priority to existence of
advanced level services. Promotion of these help the fulfil the main requirement of consumer
where they can easily influence their decision making through focusing over fulfilment of
requirements. This includes the promotion of extra facilities by marketer like transportation and
accommodation in attraction of the relevant consumers. This has significant impact over their
behaviour that entitlement of such service will help in getting of psotive experience.
Cognitive learning: This theory helps in providence of the clear overview about the
consumer decision making process to marketer. This further provide the opportunity to the
management of Trail finders that they can build the strategies according to such behavioural
requirements and fulfil their needs towards attraction of large number of consumers. This will
help to create the special bond with the consumers where they will easily sustain their all old
consumers for future period of time too. This is the important concept that learned by the
markets for influencing the behaviour of consumers. Here, marketers have the major focus over
targetting consumers behaviour and interest, so able to provide information in respect to same.
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This will providing an opportunity to influence decision making process and evolve their
business practices towards attraction of large number consumers. Here, focu sis provided all
different factors that has link with the personality of consumer. The main purpose of the
marketer is to stimulate them and create demand for their offerings in market. The succession in
same will help in influencing others too.
Behaviour theory: This theory benefitted as having the direct link with the characteristics of an
individual like nature, attitude, belief etc. The importance of this determined from the point that
it further provide the opportunity in determining the aspects that have direct influence over their
decision making procedure. This will be beneficial for an organisation like Trail finder to build
the effective connection with their consumers and gain their trusts through fulfilling their
requirements. This will be beneficial in nature for the purpose of developing long term relation
from where they can easily sustain business by ascertaining competitive edge in market. This
will also help in formulating connection with new and potential consumers (Xiang, 2018). The
major focus is provided over traits of consumer. This help in fulfilment of their personality needs
for attracting towards organisational services. The major benefit associated with this exercise
that help in reaching towards all different individual. This is the main tool in front of the
marketers to stimulate the demand of their offerings among consumers.
CONCLUSION
From the above report it has been concluded that understanding of consumer behaviour and
decision making process helped tourism sector by increasing their sales and customer base.
There are different factors such as cultural, social and physiological that have influenced over
attitudes and behaviour of customers. Along with this, development of technology helped
tourism industry in changing of customer’s trends and their decision towards the product and
services. There are two types of decision making process discussed which are business-to-
business and Business-to-customers. Both are effective within tourism industry because it
supported in attraction of customers in large way. Primary research is a method that used by
company for identifying customer’s decision making. They also used Passive and Economic
view mode that support customers in changing of their decision towards the brand.
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