Consumer Behaviour in Tourism

TOURISM
CONSUMER AND
BEHAVIOUR

Table of Contents
INTRODUCTION...........................................................................................................................4
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......5
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...................................................................8
TASK 3............................................................................................................................................9
P5 Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific tourism examples....................................................9
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.........................................................................11
TASK 4..........................................................................................................................................12
P7 Evaluate how marketers can influence the different stages of tourism decision-making
process giving specific tourism examples............................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
This report revolves around importance of consumer behaviour for any organisation.
Consumer behaviour help organisation in understanding their buying pattern which help in
developing appropriate strategies and plan for development of business. Tourism sector basically
falls under service sector provides experience to consumer in exploring new places. This report
is based on organisation Prestige holidays which focuses on providing great experience which
can help in satisfying their consumer and help organisation in boosting its revenues. This report
covers information about importance of cultural, social and personal factors in influencing
consumer behaviour and how prestige holidays can boost their productivity by analysing
consumer behaviour. Consumer behaviour is explained as thought and ideas which influences
decision of individual in buying products and services. This report provides information on
several points such as consumer decision-making, impact of digital technology on consumer and
different stages of tourism decision-making (Adedoyin, 2021).
TASK 1
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a tourism context
Consumer behaviour depends on different ideas and thought which occurs in consumer
minds and it help in influencing consumer decision-making regarding tourism organisation.
There are factors such as cultural, social, personal and psychological factors which play vital role
in influencing consumer behaviour and these points are mentioned below and how it can help
Prestige holidays in analysing consumer behaviour and attitude.
Cultural factors
Cultural factors plays vital role in consumer buying behaviour. Cultural factors are explained as
values, perception, needs, wants which are learned by consumer from the people around them.
There are different culture at different places and in order to understand consumer buying
behaviour Prestige holiday managers have to understand culture of target market. Managers have
to focus on providing services to consumer which can satisfy their needs and wants (Băltescu,
2019).
Social factors