Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1.Investigate the different factors that influence consumer behaviour and attitudes with a
tourism context.............................................................................................................................3
P2. How consumer trends are changing due to the impact of digital technology........................5
TASK 2............................................................................................................................................6
P3.Examine the stages of the consumer decision-making journey and map a path to the
purchasing for a given tourism service........................................................................................6
P4.Importance to map a path to purchase and understand consumer decision-making in the
tourism sector...............................................................................................................................7
TASK 3............................................................................................................................................8
P5.Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific examples.......................................................................8
P6.Different approaches used in market research for understanding the decision making
process........................................................................................................................................10
TASK 4..........................................................................................................................................11
P7. Evaluate how marketers can influence the different stages of tourism decision making
process........................................................................................................................................11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The tourism sector flourishes with support of other service providers such as tour and
travel agents, hotels, transport service providers and etc. service providers. The quality of service
provider of every sector and products directly impacts the performance of tourism industry. The
understanding of buying behaviour is needed in framing policies accordingly. The tourism
industry plays the major role in shaping the economic development of country. For this
understanding of consumer behaviour is necessary, as there are some motives which influences
and attracts the consumer to purchase the specific product or service. The consumer buying
behaviour refers to the steps of action in which a customer engages before buying any product or
service. The aim of this report is to understand the customer buying behaviour in tourism
industry (Afshardoost and Eshaghi, 2020). The tourism industry is made up from contribution of
various service providers. Lastly, the emerging trends of customer needs are highlighted and the
stages of consumer decisions making process are highlighted.
TASK 1
P1.Investigate the different factors that influence consumer behaviour and attitudes with a
tourism context
Understanding the consumer behaviour is important for all marketing activities as
understanding of this gives the insight on motivating factors which induce the consumer to
select, buy, use and dispose the product. The tourism consumer behaviour refers to set of actions,
attitudes and behaviours regarding purchasing, buying and consuming tourism products and
services (Carlson and et. al., 2016). The various factors which influence the decision of
consumers in tourism industry are as following;
Cultural Factors: The cultural factor refers to set of values and beliefs of a particular
community which affects the decisions of individuals also. The upbringing and the values which
are passed by generation to generation affects how an individual behaves. The cultural factors
impacts largely individual's buying decisions. These factors are further categorised into
subcultures, religions and social class etc. factors. By understanding, the importance of culture
the policy intervention can be implemented by the government to attract the visitors from
different cultural background.

Social Factors: The social factors are the factors that are prevalent in a society where the
consumers live. As, society is composed of different individuals who come from different
backgrounds and have different preferences and behaviours. These different and varied
behaviours influence and impact the personal preferences of the individual. These social factors
are categorised further into family, reference groups, role and status in society. Such as the
tourist who belongs to upper class dedicate and prefer to spend their time on travelling and
leisure activities. The basic reason which motivates them to travel often is business and leisure
purpose and they generally travel alone or with family, friends etc. Their choice of mode to
travel is also preferred luxurious transport mode and prefers to stay at luxurious hotels, resorts
and demands high class services (Chen and Lee, 2018). The development and services the tourist
place offers impacts the consumer’s decisions and this leads to the development of a tourist
destination.
Personal Factors: The personal factors play an important role which impacts the
consumer buying decision. It includes the lifestyle, personality, age, occupation etc. other
personal factors. These factors are responsible for changing the purchase motive of visitors. As,
young people tend to spend more as compared to elder people and wants to try different
experience at one tourist destination. The profession also impacts the consumer behaviour and
impacts the individual choices. As, the business class people come for more professional
meetings and want more leisure. The frequent travellers are in search of different services and
facilities an place offers.
Psychological Factors: The psychological factors intakes motivation, perception,
learning, attitude and beliefs. The motivation relates to internal needs of consumer and
understanding the motivating needs of visitors which is causing them to visit certain place can
help the government to plan accordingly their policies and projects which will help in economic
development of country also (Cuomo and et. al., 2021). The perception is an important factor
which affects the tourism industry greatly. The perception changes according to the past
experience, situational factors in environment, learning and experience includes research or
views of other visitors. Therefore, understanding the psychological factors will help to cope with
changing demands of customers.