Consumer Behavior and Insights

Consumer Behavior and
Insights

Table of Content
INTRODUCTION.......................................................................................................................................2
TASK 1.......................................................................................................................................................3
P1 Different cultural, social, personal and psychological factors that influence consumer behavior and
attitudes with a tourism context...............................................................................................................3
P2 How consumer trends are changing due to the impact of digital technology......................................4
TASK 2.......................................................................................................................................................5
P3 Stages of the consumer decision-making journey and map a path to the purchasing for a given
tourism service........................................................................................................................................5
P4 why it is important for marketers to map a path to purchase and understand consumer decision-
making in the tourism sector....................................................................................................................6
TASK 3.......................................................................................................................................................7
P5 Compare and contrast the key differences of the tourism decision-making process in relations to
B2C and B2B...........................................................................................................................................7
P6 Evaluate the different approaches to market research and methods of research to be used for
analysing the decision-making process....................................................................................................9
TASK 4........................................................................................................................................................10
P7 Evaluate how marketers can influence the different stages of the tourism decision-making process10
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................12

INTRODUCTION
The tourism is mainly regarded as an act of travelling to the different location for
pleasure or business purpose. It may be defined as the act of travelling to other environment for
at-least a duration of 24 hours but not more than one year either for the purpose of business or
pleasure. The customers are the king of this industry as they are the one who makes the tourism
sector. It is important for the businesses to identify the customer insight and behavior so that they
can plan the strategy as per their needs and wants (Lin and et. Al., 2019). It is a very vast field
which covers many sectors such as airline, transportation, railway, etc. the organization chosen
for this report is TUI travel Plc which is British leisure travel group situation in Crawley, UK. It
was founded in the year 2007. This report shall cover the factors which influence consumer
attitude and behavior, the ability to map the path to purchase in tourism industry and forms of
research to make understanding of influence on decision making of tourism. At last, it will cover
different stages of tourism decision making and it influences marketers.
TASK 1
P1 Different cultural, social, personal and psychological factors that influence consumer
behavior and attitudes with a tourism context
Customer attitude consists of behavioral intention, beliefs, and feelings towards the
offering. Belief is an important aspect as it plays an important role for consumers because it may
be negative or positive towards the offering. In the tourism sector, there are many factors which
influences the consumer attitude and behavior. In context to TUI Travel Plc, it is discussed
below-
Cultural factors
It refers to the set of values, attitude, belief and customer which characterize the society.
The consumer behavior is determined gradually by the culture of customer as the standards and
norms guide it. The cultural norm has the impact on consumer perception and expectations. The
person who comes from different cultural background has different perception and image of the
destination.

Culture affects not only the way in which the people interpret the offering or experience
about it but it also affects their decision making and the choice of destination. The culture of the
people plays an important role in shaping the consumer behavior regarding any destination as it
influences the decision to visit any place for not
Social factors
It consists of reference groups such as ethic, religion or family group, roles and status,
family, etc. The person’s social network that provides them with the first-hand information
regarding any place may change the decision of person for visiting such place or not.
Personal factors
It includes the life cycle stage, age, economic circumstances, occupation and personality
which shape the consumer behavior. It is common that personal factors play a vital role in
consumer behavior as it tends to influence the decision of visiting any destination. For instance,
the people of same age group tends to have common thinking of visiting a place while the
economic circumstance of people also shape their behavior as people visit such places which are
supported by their financial budget.
Psychological factors
It is one of the most difficult to understand and complex factor which consist of
motivation, learning, perception and beliefs. The people who visit a particular place may
influence their decision making to visit that place again only if they had a good experience there
which motivates them to make a second visit. Moreover, the reviews also shape their
psychological thinking to take decision as it directly affects their perception towards the
destination.
P2 How consumer trends are changing due to the impact of digital technology
Technology plays an important role in the tourism sector as it has brought multiple things
to the fingertip of consumer. The coming of latest technology has placed the greatest impact on
this sector, especially in phase which is prior to purchase process. The upcoming digital
technology have made the consumers king of the market as they can look at anything from
anywhere and book anytime anywhere (Varadarajan, 2020). The TUI travel Plc makes use of the