Tourism Consumer Behaviour and Insight

This report explores the factors that affect consumer behaviour in the tourism industry and the changing consumer trends due to digital technology. It also discusses the importance of customer journey maps for Hilton Hotel's marketers. The report covers topics such as health and safety, age, cultural upbringing, and disposable income as factors influencing consumer behaviour. It also highlights online booking, digital maps, and translating devices as changing consumer trends. The report includes a customer decision-making journey map for Hilton Hotel and discusses the differences in decision making between B2B and B2C. Overall, it provides valuable insights into understanding and managing consumer behaviour in the tourism industry.

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
P1 Factors that Affect Consumer Behaviour in Tourism Context.........................................3
P2 Changing Consumer Trends Due to Digital Technology.................................................4
LO2............................................................................................................................................6
P3 Consumer Decision Making Journey Map.......................................................................6
P4 Importance of Customer Journey Map for Hilton Hotel’s Marketers...............................7
LO3............................................................................................................................................8
P5Differences in Decision Making Between B2B and B2C..................................................8
P6. Approaches of market research and methods of research for consumer decision making
process....................................................................................................................................9
LO4..........................................................................................................................................10
P7. Marketers influence different stages of tourism decision making process....................10
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12

INTRODUCTION
Hospitality management is defined as managing the services of the hospitality sector.
This report is based on the case study of the Hilton Hotel in respect to managing its consumer
behaviour. Hotel was established in the year 1919 by the founder Conrad Nicholson Hilton.
Headquarter of the Hilton Hotel is located in McLean, Virginia, United States of America.
The organisation is engaged with its business operations in more than 580 locations all across
the globe. This report will project the precise information about the management of consumer
behaviour in the hospitality sector. Henceforth, report will emphasis on investigating about
different cultural, social and personal factors influence consumer behaviour in hospitality
sector. Influence of digital technology over changing consumer trends in hospitality sector
will also summarise in this report. Consumer decision making journey and a consumer map
will also project in this report. This report will also project about the importance for
marketers to map the path related consumer behaviour in making hospitality decision making.
Different aspects of customer decision making in respect to B2B and B2C will also address in
this report. Furthermore, approaches of researches will also address to understand the
consumer decision making process.
MAIN BODY
P1 Factors that Affect Consumer Behaviour in Tourism Context
There are several psychological, personal, social and cultural factors that influence
consumer behaviour in the context of tourism industries. Among all different factors most
prominent factors impact over consumer behaviour can be projected in following points.
Health and Safety: Health and safety is among the most prominent personal and
psychological factors that affects the consumer’s behaviour in hospitality sector. Health and
safety issues are always a big concern customer’s face while choosing a hotel to stay (Ali and
et.al., 2019). In a research it is further projected that tourist destinations that safeguards and
guarantees the health and safety of their tourists are more popular and attractive tourism
destinations as compare to such who carry huge criminal rates, diseases and infections are
high and aggressive. This also further resulted into hampering on tourism operations.

Age: Age is another personal and psychological factor influences consumer behaviour in the
hospitality and tourism sector. The people belongs to old age are more hesitant to travel to
new and busy places as compare to young generation because of health issues, fear, language
barriers, physical strain etc. At the other hand young individuals are more inclined towards
exploring new places and travelling destinations without any fears and anxiety. Age also play
a huge role while choosing tourism destinations just like old people likes to choose religious
and spiritual tourist destinations, where they can get some peace and quiet, at the other side
young tourist are more keen choosing busy and urban places as their tourism destination.
Cultural Upbringing: Cultural upbringing is a personal, psychological, social and cultural
factor that plays a huge role affecting consumer behaviour in tourism industries. Tourists
belongs to conservative or religious families are more inclined towards choosing tourist
destinations that are religious or spiritual in nature as opposed to urban cities that have
vibrant night life, which they might consider to be against their personal culture and values
with which they have been brought up (Hassi, 2019). On the other hand tourists who have
been brought up in liberal families, who are more inclined to choose destinations that carry a
vibrant party culture, night life and other modern amenities. Cultural upbringing is an
important aspects influence the consumer behaviour while choosing the specific tourism
destination.
Disposable Income: Income is also a key factor work behind choosing a specific travel and
tourism destination. Every tourist destination consisted different features and amenities that
cost different amount of money. On the basis of the popularity of the destination cost of
different tourist features get influence. While choosing the destination to travel travellers also
look up the estimated cost needed to explore the specific tourist destination. On the basis of
the income base all tourist choose the destination that can match up the travel budget.
The above mentioned points are among the most prominent factors affects consumer
behaviour in travel and tourism sector.
P2 Changing Consumer Trends Due to Digital Technology
Over the period of time several new adoptions related to internet and digital
revolution there have been several changes in consumer trends has been noticed. All travel
and tourism sector companies also need to acquire such changes in their functional activities
so that effective growth opportunities can develop. The most prominent changes in consumer
trends occurred due to digital technology, which has also resulted into significant increase in

consumers, productivity and profitability of such businesses. Changing trends can be
projected in following points.
Online Booking: Online bookings have been among the most prominent change travel and
tourism sector has witnessed. Due to this significant change all travellers all across the globe
able to book travel airlines, trains, hospitality hotels, accommodations, tickets of tourist
attractions, entertainment concerts etc., online through the internet (Köseoglu and et.al.,
2019). This trend has been accepted as the revolution in the operations of tourism industry, as
it allow consumers to book all the necessary amenities like trains, airlines, hotels. This trend
allows them to buy tickets at one touch. It has simplified the much complex previous
processes that involve customers to call up relevant authorities to figure out how they can
travel to a select destination, call and book transportation, call and book accommodations and
other requires bookings. Digital technology allows travellers to conduct all bookings and
facilities they are needed to improve the travel experiences. This has saved a healthy time of
all travellers which they can utilise to make a better plan for the travelling.
Digital Maps: Digital maps are also an important change in trend related to travel and
tourism sector has been noticed which allows reliable maps free of costs to tourists. Due to
this trend tourists are now able to navigate foreign places without any external support or
knowledge of the local tourism destination. This new trend has played a significant role in
improving the travel experience of all travellers (Kuo, Chen and Tseng, 2017). This has
further resulted into tourists are more open and inclined towards travelling to foreign
destinations irrespective of the cultural, social, language or religious barriers they need to
face. This new trend has also improved the satisfaction level of travellers in respect to
exploring the travel destination. This has also resulted as travelling becomes time efficient
also. Now the travellers do not need to roam around the city to find the destination they
choose to explore.
Translating Devices: Translating devices is also a key trend that has been noticed in travel
and tourism sector. With the support of digital technologies, tourists now have the option to
use several dedicated devices that translate foreign languages. Language is among the key
barrier travellers face while choosing the tourist destination. This has also changed the way
consumers now keen to choose tourist destinations. Now tourists are better equipped to travel
to foreign lands with different cultures, religions and language barriers without any fear of
being unable to communicate with anyone else at the destination. These digital tool allowed

tourists to travel to foreign places unafraid of language barriers which also allowing them to
communicate effectively with locals. This changing trend has also improved the travelling
experience of all travellers. This has also improved the travel experience of all travellers.
Now the tourists are able to communicate with the local people without the fear of language
differences to understand the places in a better way.
LO2
P3 Consumer Decision Making Journey Map
Tourism Journey Map is a visual representation map that depicts the process about the
decision making travellers follow to accomplish the travelling goals. The decision making
journey map for consumers in Hilton Hotels is as follows:
(Lynn, 2019)
Travel Inspiration: Management of the Hilton Hotels has indicated about the first phase
behind the customer decision making in travel and tourism sector. Travellers get inspiration
to travel and buy services offer by Hilton Hotels through a variety of ways such as
conversations with other, marketing campaigns, advertisements, campaigns for improving the
brand value of company. The marketing functions of Hilton Hotels are more inclined towards
inspiring travellers all across the globe to travel around the world and book the stays in the
hotel.
Research: Research is among the significant stage involved in customer decision making
journey. After the travellers get inspire to travel at a specific destination they move forwards
to take decisions related to book stay in hotel (Murillo and King, 2019). The next phase in
their journey is to research upon various travel destinations, hotels, culture, food,

environment, luxury etc., all of which are significant factors that influence the customer’s
decision making during the research phase of their travel decision making. During this phase,
the consumer researches upon the various booking packages offered by Hilton Hotels in order
to receive the best services of the hotel at the time of stay.
Booking: This is the third stage involves in the customer decision making journey related to
travel and tourism. On the basis of the set budget for travelling customers book hotel and
stays. Management of Hilton Hotel give attractive discounts at this stage to attract the
customers while at the time of booking in decision making journey. Booking is among the
most crucial stage involved in customer decision making path. If the company get to attract
customers at this stage than it will result into more bookings like restaurants and other key
bookings from the same customers.
On Property: This is an important phase in the customer journey. After the bookings are
done customers enters in the property at the day of booking to initiate the travelling
(Nadkarni, Morris and Teare, 2019). Hilton Hotel try to serve the best services that can result
into better customer satisfaction. Infrastructure of the Hilton Hotel is also attractive which
also attract so many travellers around the world to stay in the hotel.
Post Stay: This is also a crucial stage involves in customer decision making journey. On the
basis of the services offered by hotel customers rate the loyalty towards the hotel. Hilton
Hotel follow different techniques like best stay, solve all issues of customers and other key
techniques to improve the post stay period of customer decision making path. This stage
plays a huge role over the customer loyalty towards the hotel.
P4 Importance of Customer Journey Map for Hilton Hotel’s Marketers
It is immensely important for the marketers of Hilton Hotels to understand and
analyse the journey map of all of their customers. This is because:
Improved Marketing: Understanding and analysing the journey map of their consumers
allows marketing team of the Hilton Hotel to improve the campaign to achieve the better
profitability and business outcome (Okumus and et.al., 2019). All marketing campaigns
company launch are based on the potential customers of company. With the support of
customer decision making journey map company get to attract customers at every stage of
decision making process with the support of precise marketing program.

Improve Customer Service: Analysing and understanding the customer journey map
allowed marketers of the Hilton Hotel to achieve the best customer services possible.
Services are among the key aspects involved in customer decision making. Hospitality is a
service sector which immensely depends upon the level of services organisation is catering.
Assessing and analysing the customer path enables marketers of the Hilton Hotel to improve
the services related to company’s customers.
Improve customer’s base: By evaluating and understanding the customer journey map, the
marketers of Hilton can get about the insights into their target customer’s needs, wants,
demographics etc. With the support of this information marketers can achieve the bets level
of customer loyalty by allocating the best services at every point of decision making to
customers.
The above mentioned points have projected all importance decision making map of
customers carry. All such points projects that it potentially allows Hilton Hotel to achieve all
objectives behind the business operations.
LO3
P5Differences in Decision Making Between B2B and B2C
There are several major key differences between the decision making processes of
Business to Business and Business to Consumer organisations. These are as follows:
B2B Decision making
B2B is denoted as business to business. In case of B2B decisions making customers
are more inclined towards services of the hotel. In case of B2B hotels are booked for business
meetings, events and other business related practices. In case of B2B customers are not keen
towards the charges Hilton Hotel take rather they are more inclined towards the services
hospitality organisation will allocate (Pioquinto, Camara and Espinosa, 2019). The
organisation serves the best services on the basis of the needs behind the hotel bookings gets
privilege to serve the corporate sector. The biggest differences between the B2B and B2C are
the number of bookings. In case of B2B bookings are done in bulk as compare to B2C where
the bookings are conducted only in small numbers. The package of the booking in case of
B2B is more as compare to B2C. They prefer luxury stays irrespective to any charges of the
hotel. Management of the Hilton Hotel give huge priorities to attract the B2B customer base

as they play a huge role in improving the profitability of the hotel and also to increase the
business outcome.
B2C Bookings
B2C is denoted by business to customers. This is also a customer segment in the
books of travel and tourism sector especially in case of hospitality sector. In case of B2C
customers carry the small travelling budget which also influences over all the booking done
by customers (Prashanti, 2018). The numbers of booking is also small in numbers as compare
to other B2B customer segment. They play a role in improving the sales turnover of the
Hilton Hotel. Company try to serve the regular services to these customers. The needs of the
B2C customer group is also limited as compare to other B2B customer group.
P6. Approaches of market research and methods of research for consumer decision making
process.
In hospitality sector market research methods and approaches to understand the
consumer decision making process can be summarised in the following manners.
Customer feedbacks: Customer feedback is the key technique to understand the consumer
decision making process in hospitality sector. Hilton Hotel can use this approach to identify
all key areas behind the customer decision making journey in case of hospitality sector.
Feedback is an important strategic tool company can use to understand all key factors that
drives customers in hospitality sector (Rahimi and et.al., 2017). Customer can provide all the
detail about the preference in the decision making for choosing a specific hotel. This
approach will allow marketers to take a proper control in respect to the decision making of
the markers in respect to choosing a specific hospitality organisation.
Primary research: Hilton Hotel can conduct the primary research. Primary research is also a
suitable technique to identify all insights about the customer decision making in case of
choosing a specific hospitality organisation. Company can take direct feedbacks from
customers, take interviews of customers and travellers, explore internet and other key
approaches to identify all key reasons behind the choosing a specific hospitality organisation
(Redding, Chen and Woodside, 2017). This is a time consuming method to conduct the
market research over customer decision making journey. This technique is among the most
reliable approach to assess the customer decision making in respect to choose a specific
hospitality organisation.

Secondary research: Secondary research is also a key technique company can channelize to
conduct the market research. This is a time saving approach of conducting research in respect
to customer decision making in hospitality sector. In this approach Hilton Hotel can use
market research already conducted over customer decision making journey. In this approach
company use to already conducted research to identify all important facts behind the
customer decision making journey (Yeh and Chen, 2019). As the hospitality sector caters
similar services so this can be an appropriate technique of research. Company can take a
support of internet for identifying all key facts behind the decision making of customers in
hospitality sector.
The above mentions approaches can be indicated as the key approaches to understand
the consumer decision making in respect to choosing a specific hospitality organisation.
LO4
P7. Marketers influence different stages of tourism decision making process
Marketers can influence different stages in the tourism decision making journey in
hospitality sector can be summarises in following points.
The awareness stage: This is the initial stage involve in the consumer decision making
journey in hospitality sector. This is the initial stage which drives travellers to get realisation
about the need of travelling. Hilton Hotel follows the approach to text existing customers of
company to travel.
Research stage: Research stage is the second stage involve in decision making of customers.
At this stage travellers research about the suitable destination to travel (Xu and Martinez,
2018). On the basis of the needs and mood of customer they research the destinations to
travel. Marketers of Hilton Hotel channelize search engine optimisation strategies to attract
customers at this stage.
Booking and stay stage: This is among the most important stage involved in customer
decision making journey. In this stage customers book hotel on the basis of the budget.
Marketers of the Hilton Hotel try to attract customers by giving attractive discounts on
bookings.

Post stay stage: This is also an important stage involve in customer journey in hospital
sector. Hilton Hotel at this stage tries to serve the best possible hospitality services to all
customers to uplift the travel experiences of all customers. This stage allows company to
build the customer loyalty in respect to the customers.
The above mentioned approaches indicate about the marketers techniques to attract
customers at each stage of decision making process and customer journey in hotel.
CONCLUSION
This report has concluded about different cultural and social factors that influences
customer’s attitude in tourism sector. Internet has improved the travelling experience of
customers in hospitality sector as customers can book its stay over internet today and many
other key trends become a part of the hospitality sector. In case of B2B customers hotels try
to deliver the best services to attract corporate customers. Companies use primary research,
secondary research to analysis about the customer’s decision making process in hospitality
sector. Report has also summarised marketers approach such as advertising, facilities, solving
issues and other key approaches to attract customers in the different stages of the customer
journey in hotel.

REFERENCES
Books and Journals
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Complaints in Hospitality Management', Trade Tales: Decoding Customers' Stories
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Yeh, R. and Chen, T., 2019. US Leadership in Scholarship and Higher Education–the
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