Consumer Behaviour and Insights in Tourism

This document discusses the factors that influence consumer behaviour and attitudes in the tourism industry, including cultural, social, personal, and psychological factors. It also explores the impact of digital technology on consumer trends in travel and tourism. The document elaborates on the stages of the consumer decision-making journey and the importance of mapping the path for purchasing. Additionally, it compares the key differences in the hospitality decision-making process in the B2B and B2C contexts.

Tourism
Consumer Behaviour
And Insights

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
P1. Analyse cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes...........................................................................................................3
P2. Explore consumer trends in travel and tourism are changing due to the impact of digital
technology..............................................................................................................................4
TASK 2......................................................................................................................................5
P3. Elaborate the stages of consumer decision-making journey and map path for purchasing
................................................................................................................................................5
P4. Describe importance of mapping path to understand consumer decision-making by
marketers in tourism sector....................................................................................................6
TASK 3......................................................................................................................................7
P5. Compare key differences of hospitality decision-making process in context of B2B and
B2C.........................................................................................................................................7
P6. Evaluate different approaches and methods of market research for understanding
consumer-decision making process........................................................................................8
TASK 4......................................................................................................................................9
P7. Describe how marketers influence with different stages of tourism decision-making
process....................................................................................................................................9
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................11

INTRODUCTION
Consumer Behaviour refers as human responses where the individual decide to
purchase certain commodity from manufacturer to achieve satisfaction. It is the study of
buyer attitude which includes emotional, mental and behavioural response associated with
their purchasing power. The tourism industry which is selected for this project is ABTA as
being the leading association for travel agents by providing expert advice, guidance, and
protection that help to resolve complaints (Canziani and Welsh, 2016). It is the United
Kingdom’s largest travel association representing travel agencies in tourism sector. This
project analyse cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes in tourism. It explores consumer trends in travel and tourism that
change due to the impact of digital technology. This elaborates stages of consumer decision-
making journey and map path for purchasing given tourism service. Additionally, it compares
key differences of hospitality decision-making process in reference to B2B and B2C within
tourism sector. This further evaluates different approaches and methods of market research
for understanding consumer-decision making process.
TASK 1
P1. Analyse cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes
Consumer Behaviour:- It involves feeling, emotions, ideas, actions and experiences
of buyers that are associated with purchasing power to consume product for fulfilling their
desires. The managers of ABTA focus on consumer behaviour to analyse their expectations
and requirements which are to be satisfied by expert advice and guidance to solve their
queries.
Consumer Attitudes:- This basically compromise with belief, affect (feeling) and
behavioural intentions to purchase the commodity for their high level of satisfaction.
Managers of ABTA focus on attitudes of buyers by analysing their demands for providing
travel agents, companies and tour operations in Britain.
The following factors which influence consumer behaviour and attitudes are
mentioned below:-
Cultural:- This factor is categorised in culture, sub-culture and social class that plays
very major role in analysing the human response of buyers. This influences human responses
by their value, norms, attitudes, etc., which affect the belief, feeling and behaviour of buyers.
It influences consumer behaviour through analysing demand which mostly increases on
holidays for enjoyment and adventure in modernisation (Dolnicar and Ring, 2014). The
culture influence consumer attitude as it varies with their beliefs, value and norms as they are
motivated towards ABTA travel agency for their varied personality, lifestyle, income and
attitudes.

Social:- It is classified as reference groups, family, roles and status, etc., which
impact the buying behaviour of consumers through social factor. This influences human
response from their different family backgrounds which varies in accordance with ethos,
norms and code of conduct. The consumer behaviour of reference group includes individual
skill, knowledge, characteristics and family who play their roles effectively. Social factor
influence consumer behaviour of ABTA for focusing on children and married couple to
explore which enhance revenue and market share. It also influence consumer attitude as every
individual plays role in society depending upon their belongings with the affect to experience
new things.
Personal:- This factor is categorised on basis of age and stage in life cycle,
occupation and economic circumstances, lifestyle, personality and self concept. The
consumer attitude of personal factors includes income per family, price of product and
service, inflation rate, etc., This influence consumer behaviour for managers of ABTA by
managing the cost of travel and tourism which is payable by their buyers that increase profits.
Psychological:- It is classified as motivation, beliefs and attitudes, learning and
perception (Fletcher and et.al, 2017). The consumer attitude mostly depends upon motivation
that drives buyers to develop to develop purchasing power and to travel within tourism sector
in accordance with their beliefs and perception. It influence consumer behaviour as it is very
well explained with motivational theories in which the demand keeps on increasing and
generates one after the other. The managers of ABTA analyse the change in taste and
preference of target market to fulfil their upcoming desire with efficiency in tourism sector
that result in goal achievement.
P2. Explore consumer trends in travel and tourism are changing due to the impact of digital
technology
Digital Technology:- This is defined as electronic tools and devices which includes
social media, online games, multimedia, mobile phones, etc. It has the ability to deal with
creation and practical use of digital or computerised services. Managers of ABTA implement
digital technology that enable immense amount of information to be compressed on small
storage devices that can be easily preserved. The tourism sector is mostly beneficial with this
as they manage their online data of booking flights and cancellation with list of passengers.
The consumer trends in travel and tourism are changing due to impact of digital
technology which are explained with reference to managers of ABTA as follows:-
 Instant Communication:- It is the ability of interacting potential customers to
determine the satisfaction level of varied target market in accordance to identify the
capacity to fulfil desire. This creates opportunity for consumers to communicate on
social media for sharing their views and information regarding particular product and
service. Managers of ABTA examine the comments uploaded by their end-users for
them and their competitors to determine satisfaction level of target market (Gao and
Bai, 2014).
 Demand Transparency:- This specifies that customers analyse and execute the
products and services by marking the range of satisfaction from specific commodity.

It is done by liking and disliking the services of travel and tourism on social media
through Whatsapp, Wechat, Facebook, Instagram, etc. The managers of ABTA
analyse the demand transparency by seeing the rating done by their customers which
implies the level for fulfilment of requirements expected from the travel agency in
tourism sector.
 Foster Intimacy:- The smart companies are mostly focusing on this data
interpretation to create extreme personal marketing messages for driving as motivator.
It is more likely to buy product with personalised message supported by social media
for its 85% of users. Managers of ABTA analyse consumer data to gather customer
information by analysing satisfaction from their story of first flight service.
TASK 2
P3. Elaborate the stages of consumer decision-making journey and map path for purchasing
Consumer decision-making process refers as the procedure to recognise their needs,
desire and wants that are to be satisfied by producers to achieve goals and objectives by
competing with rivalries. Managers of ABTA focus on the procedure of consumer decision-
making as to analyse demand with their taste and preference for particular product and
service by their selecting criteria (Gibson and O’Rawe, 2018).
Consumer journey mapping is very important for offering deep insights to find place
for consumers to eat and things to do. There are five stages of consumer decision-making
process which are shown with reference to managers of ABTA are as follows:-
 Problem Recognition:- It focus on analysing the demand and basic requirements of
customers to fulfil their needs, desire and wants for providing high level of
satisfaction. Buyers are considered as king because they create opportunity for growth
and stability of business in global market. Managers of ABTA examine the problem
recognised by their customers such as parachutes in flights, safely take off and
landing, food facilities, cost of per individual, etc.
 Search process:- The customers identifies its requirements and justify with
satisfaction level from other consumers from their range of ratings. This enables them
to select flight of most recommended and with most popular company. Managers of
ABTA promote and position their travel agency with expertise advice and guidance
for safe travelling of customers.
 Evaluating Alternatives:- It emphasize customers to focus on alternative flight
companies while selecting one. This makes them sure and assures that they are going
to select the best alternative available and are going to enjoy the travel journey.
Managers of ABTA as being the leading travel agency, guides their customers by
comparing the best flight as compared to its alternative which proceed with suitable
tourism sector (Hall, 2014).
 Selection Stage:- The customers after analysing their flight with evaluating its
alternatives select the best suitable, comfortable and luxurious airline for their
journey. It clears all the doubts and problems arising in minds of their customers by

making them to select the best travel and tourism for fulfilling their desire which
provide satisfaction. Managers of ABTA analyse the selection criteria of their
customers that result in maximisation of revenue and profitability ratios.
 Evaluation of Decision:- It further analyse the satisfaction level of customers by
making them to fill the questionnaire, survey, etc., which examine the ability of flight
to meet consumer requirements. Managers of ABTA evaluate the decision of
customers by examining the reactions of them which further determine their
satisfactory level from the travel and tourism of flight.
P4. Describe importance of mapping path to understand consumer decision-making by
marketers in tourism sector
Competitive Market:- It is defined as the large number of competitors in an
international market competing with their rivalries to remain stable through their internal and
external strategies. Managers of ABTA focus on this competitive market to compete with
rivalry of The Guardian Holidays/ Escapes from it intrinsic strength and extrinsic
opportunities (Juvan and Dolnicar, 2014).
The importance of consumer decision-making process by marketers in tourism sector
is as follows:-
 Marketing mix:- The elements of marketing mix includes product, price, place and
promotion which enables marketers to position their goods and services for enlarging
their customers. Managers of ABTA emphasize their marketers to understand
consumer decision-making process for the product to satisfy their needs with its
pricing strategy. The marketers analyse the requirements of target market for specific
features of goods and services through which customers attain high level of
satisfaction by maintaining least-cost effective prices of ticket bookings. Marketers
further promote their flights through travel agency by positioning it to enlarge
customers.
 Technology:- The technology consists of software which includes electronic ticket
booking and cancellation, number for reservation of passengers, etc. Managers of
ABTA focus on marketers with technologic factor to understand consumer decision-
making process as mostly all the transaction of reservations and payments are done
with smart cards. This result in enlarging customers with positive impact on business
organisation for its stability in competitive market.
 Heuristic factor:- This heuristic factor involves representative, availability,
anchoring and adjustment for convenience, speed and safety in customer decision
making process. Managers of ABTA ascertain the heuristic factor to analyse the
luxurious and comfortable journey of travel in tourism sector (Liu and et.al., 2017).
Marketers determine customer decision-making to fulfil their desires in providing
high level of satisfaction.

TASK 3
P5. Compare key differences of hospitality decision-making process in context of B2B and
B2C
Hospitality sector is described as the broad category within service industry that
includes lodging, food and drink services, event planning, transportation, travelling, airline
services, etc. Managers of ABTA focus on restaurants, hotels, casinos, etc., build
relationships with them to identify the customers to travel in tourism sector for maximising
revenue and profitability ratios. Decisions play the major roles either implemented by
business or customers to achieve goals by fulfilling needs, desire and wants.
The comparison of key approaches between B2B and B2C for hospitality decision-
making process is mentioned below as:-
On the basis of key
approach
(Business to Business)
B2B
(Business to Commerce)
B2C
Definition The B2B is defined as
transaction between
businesses to business
which involve manufacturer
and wholesaler. Managers
of ABTA deals as travel
agency for customers of
various hotels, restaurants,
etc.
The B2C refers as procedure
to sell products and services
directly from business to
customers for maximising
revenue and profits. Managers
of ABTA deals in tourism
sector by analysing its
customer requirements for
providing high level of
satisfaction.
Purchasing decision This process focus on
consuming finished goods
from wholesalers which
deals in high pricing
strategy with more time
consumption. Managers of
ABTA emphasize the
purchasing decision of
customers which delay in
goal achievement (Pappas,
2016).
It is the procedure in which
customers directly consume
their products from business
owners which restrict time
wastage at least-cost
effectiveness. Managers of
ABTA focus on purchasing
decision of customers as it
create opportunity to analyse
the taste and preference of
their target market efficiently.
Market size Managers of ABTA deals in
travel agency and tourism
services in B2B at small
size that to help to fill the
needs of customers
effectively with qualitative
services.
Managers of ABTA deals in
travel agency and tourism
services in B2C at large size
that result in maximisation of
revenue and profitability
ratios through enlarging
customers.
Analyse needs The managers of ABTA
analyse needs of other
business through which they
are linked by fulfilling their
requirements to achieve
The managers of ABTA
analyse needs of their
customers by providing their
services effectively with total
quality management in

success efficiently. accordance to their demand.
P6. Evaluate different approaches and methods of market research for understanding
consumer-decision making process
Market Research:- This refers as to gather and collect information about target
market through researching on their requirements which are to be fulfilled by producers by
innovative ideas. Managers of ABTA implement market research as to analyse the demands
of their target market that create opportunity for growth and stability of business in perfect
competition market. The marketing research is further classified on the basis of quantitative
and qualitative methods which are mentioned with reference to managers of ABTA are as
follows:-
Quantitative Methods:- This method is used by business to collect data and information of
market research. It can also be termed as Business to Consumers (B2C). Managers of ABTA
implement this method to fill the survey, questionnaire and one-to-one interview by directly
communicating with customers for the services provided to determine their level of
satisfaction (Robinson and Getz, 2014).
 Survey:- Managers of ABTA can use this method to analyse brand awareness among
customers with their satisfaction level and loyalty.
 Questionnaires:- The managers of ABTA can use this method to examine the pricing
strategy of flights is payable by customers or not for their segmented market.
 One-to-One Interview:- Managers of ABTA can use this method through telephone,
video-conferencing and face-to-face interview to implicate the satisfaction level of
their customers.
Qualitative Methods:- It is the method which is associated with both business to business
(B2B) and business to consumers (B2C) for their consumption of products and services.
Managers of ABTA implement this method to collect data and information from both B2B
and B2C to enlarge consumers for quality management. This enhances revenue, profitability
ratio and market share to compete with rivalries.
 Focus Groups:- The managers of ABTA can use this method for testing price,
advertising concepts in accordance with the prescribed quality to meet their
requirements.
 In-depth-Interviews:- Managers of ABTA can use this method to examine the
quality of products supplied in flights may not be appropriate as expected.
 Observations:- The managers of ABTA can use this method to inspect the
observations of their customers through the features which were made available by
travel agency not meet the expectations (Seaman and et.al., 2014).

TASK 4
P7. Describe how marketers influence with different stages of tourism decision-making
process
Tourism sector is categorised as component of service industry which plays most
important role for many regions and countries. Managers of ABTA play the very dominant
role as leading association for travel agents by providing expert advice, guidance, and
protection that help to resolve complaints. It is essential for an organisation as to charge some
amount for increasing promotional activities for various service industries to enlarge
customers which increase sales and profits.
Marketers are the persons who promote and position the product and services in
mind of customers for attracting them to purchase it as soon as possible which increase sale.
Managers of ABTA analyse the functions of their marketers in researching the requirement of
target market which are to be fulfilled by strategic decision-making in planning competitive
strategies. The marketing managers focus on developing brand awareness by positioning their
services to its potential customers by targeting their mind. This enhance the opportunity of
business to achieve its short and long term goals by delivering superior services which builds
trust and faith among customers.
Decision-making process is a continuous procedure which is implemented by
customers to analyse further alternative available in competitive market whereas it is
implemented by producers to determine strategy to meet the basic needs of its end-users.
Managers of ABTA focus on decision-making procedure to meet the expected budget with
the actual budget through revenue and expenditure (Weiler and Black, 2015). The strategic
decision making procedure of managers leads to develop differentiated and unique idea for
attracting large number of customers to utilise services that enhance market share of company
by generating its value. The HRM decision-making process is further explained as under:-
 Need Recognition:- The recognition refers as to identify need for developing new
product which is capable in meeting customers wants and desires. Managers of ABTA
analyse various reasons to develop new and distinctive product. This is essential for
company to identify the current demands of customers as it keeps on changing in
accordance to their taste and preferences.
 Information Search:- The information search describes that is there any actual need
for developing the product as it would be capable in meeting requirements of
customers. Managers of ABTA focus on this as to identify various scenarios for
manufacturing differentiated products that will lead company to attain growth.
 Evaluation of Alternatives:- It is important for company to further analyse the
available alternatives of the product at what quality and prices with their specialised
skills. Managers of ABTA evaluate substitutes that might create high competition and
threat for company in accomplishing goals.
 Purchase decision:- The managers of company further develops that product at
superior excellence at low price. Managers of ABTA are advantageous in developing
qualitative products at least-cost effective pricing strategy which attracts customers to

purchase more of their commodities and services. It also develops support and
constancy of customers by being regular buyers.
 Post Evaluation:- This refers as the process through which company analyse the
satisfaction level of their commodities for consumers to attain ambition. Managers of
ABTA are highly beneficial as they are able to build good corporate social
responsibility which results in ease for analysing their demands.
Marketers influence with different stages of tourism decision-making process is:-
 Cognitive Approach:- This is also known as psychological approach in which
customers strategise their thinking skills for effective result with less cost. Marketers
can implement this strategy as to analyse consumer behaviour through their taste and
preference. Managers of ABTA emphasize marketers can use this approach to
determine that customers mostly prefer to travel in vacations to enjoy by having fun
through travelling from one place to another. It is the process through which manager
focus on building good employee relations among workforce. The director further
aims to fulfil the needs and wants of customers by supplying them specialised
services at low cost that provides them high satisfaction level.
 Behavioural Approach:- It is necessary for marketers of business to analyse the
human response and behaviour of their customers to generate strategic decision
making in planning. Managers of ABTA maintain the record of their existing
customers and memorise the facilities which are to be provided for their healthcare
and safety equipments. This approach is implemented by marketers that position in
mind of target market that enlarge customers with their support and loyalty.
From the above discussed approach, it have been critically analysed that managers of
ABTA mostly focus on behavioural approach by recognizing the mandatory services which
are essential for regular customers. It develops good image and reputation for its existing
clients by facilitating them with discounts for advance bookings with health care services.
CONCLUSION
From the above discussion it have been concluded that consumer behaviour describes
the procedure for selecting the product to be purchased to satisfy their needs, desires and
wants. This project analyse cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes in tourism. It explores consumer trends in travel and
tourism that changes due to the impact of digital technology through instant communication,
demand transparency, foster intimacy, etc. This elaborates stages of consumer decision-
making journey such as problem recognition, search process, evaluating alternative and
selection with examining decision that map path for purchasing tourism service. Additionally,
it compares key differences of hospitality decision-making process in reference to B2B and
B2C within tourism sector. This further evaluates different approaches and methods of
market research through qualitative and quantitative research for understanding consumer-
decision making process.

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