Consumer Behaviour and Insights in Tourism

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.