Tourism Consumer Behavior and Insight

This report discusses the various factors that influence tourism consumer behavior and attitudes, such as cultural, social, personal, and psychological factors. It also explores the impact of digital technology on consumer trends, the stages of the consumer decision making journey, and the importance for marketers to understand this process in the tourism sector.

Tourism consumer
behavior and
insight

Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
P1 The different cultural, social, personal and psychological factor influence travel and tourism
consumer behavior and attitudes..............................................................................................................3
P2 Consumer’s trends are changing due to impact on digital technology................................................4
P3 The stages of Consumer decision making journey.............................................................................5
P4 Important for marketers to understand the consumer decision making process in the tourism sector.6
P5 Differences between the hospitality decision-making process of business to consumer and business
to business...............................................................................................................................................7
P6 The different approaches to market research and methods of research used for understanding the
decision making process..........................................................................................................................8
P7 Marketers can influence the different stages of the tourism decision-making process........................9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................11

INTRODUCTION
Tourism consumer behavior includes the manner in which tourists or visitors behave
according to their natures and attitudes before, during and after the period of travelling.
Marketers can develop the knowledge about the tourist’s behavior that helps the company in
product planning, marketing and development which can enhance the number of tourists. TUI is
a large travel agency company. It is a British multinational travel and tourism company. It’s
headquartered in Germany. TUI is a leading tourism, travel and leisure company in the whole
world. It has own hotel, airlines, travel agencies, retail stores and cruise ships. This report will
include the various factors that influence the consumer behavior and attitudes such as social,
cultural, personal and psychological factor. This report will also state about the various
approaches and methods of market research used to identifying the decision making process.
This report will highlight that how marketers can affect the several stages of tourism decision
making process.
MAIN BODY
P1 The different cultural, social, personal and psychological factor influence travel and tourism
consumer behavior and attitudes
Consumer behavior is important for marketing activities and which have to promote and
sell tourism products.
Cultural factor
Consumer behavior is differing for value inherited by all consumers differs from culture
to culture. Cultural factor include a group of behavior are associated with a set of values that
belong to a particular community. The behavioral patterns are developed from the culture and
some of the cultural factor are includes cultures, subculture and social class.
Culture is the part of every society and it is essential cause of behavior and persons
wants. The influence of culture in consumer behavior is varies from country to country and
marketers is analyzes the all culture of many groups, countries and regions (Nguyen., 2016).
Every culture is contains different subculture such as nationalities, racial groups and religions
etc. all markets can use these groups by segmenting the market into many small portions. Social
class is important because every society possesses some form of social class for buying behavior
of all people in social class is similar. Social factor include many other factors such as education,
occupation and wealth.
Social factors
This factor is also impacts on buying behavior of consumers. The essential social factor is
family, groups, status and role. The human being lives in a many complex social environment

and they are surrounded by many people who have many buying behavior of consumers. The
social factor influence the buying behavior of an individual and it sis great extent. Reference
groups is a potential is forming person behavior and attitude. Buyer behavior is strongly
influenced by the all member of a family. Social factor include roles and status and each person
have possesses many roles and status in the society and its depending upon the clubs, facility and
groups.
Personal factors
Personal factor is also affecting the consumer behavior. Many essential personal factors
that influence the buying behavior such as economics, situation, age, personality, self concept
and lifestyle (Moutinho and Vargas-Sanchez., 2018). This is main factor of consumer behavior.
Age and life-cycle is having potential impact on the consumer behavior and occupation is also
significant impact on buying behaviors. Personal factor include lifestyle and this are another
important factor affecting the consumer busing behavior.
Psychological factors
This factor is plays a critical role in designing the consumers’ preference and likes or
dislikes for a services or product. There are four essential psychological factors affecting the
consumer buying behavior such as motivation, learning, perception, beliefs and attitudes. This is
main factor affecting the all consumer behavior in organization. To have the descriptive level of
discussion on the affecting of the consumer decision making such as –
Motivation
This have the influences over the decision making of the consumer over the travel and
tourisms sections as the needs have been turning out to be the motives which will have the
direction to the consumer behavior have the seek over the satisfaction’s aspects in perfect
manner. These are the motive which are social learned as per the needs and demand.
Perception
This is the process of an individual to have the selection, organizing and interpreting
their different information to have the drawing of the meaningful conclusions as TUI is a leading
tourism, travel and leisure company in the whole world. As Different people have different
perceptions about the same product depending on their individual beliefs and attitudes which
give rise to selective distortion.
How social media have influenced and impacted on the buyer behavior of
consumers.

Social media gave the effecting the consumer buying behaviors which have the specific
level of integration over the management of the customer with the brands as the for which the
consumer have the specific level of decision making.
The TUI have the extent level of opportunities for having the product and services
discovery on he rises in the social media aspects where more than 80% consumers have the
intended to by the services on the social’s media platform.
The social image of the beautiful destination and the exciting offer of the TUI company
regarding their services will make the customer have the increase in the level of engagement and
having the increase in consumer spending of website.
For example, the use of the Instagram and other social networking sites make the
customer to have the preview of the desiccative performances of the different hospitality sector
as it have increase the level of connectivity.
Changing trends in hospitality
 To have the increase in the local experiences are getting to grips with is the desire
for tourists or travelers to enjoy local experiences.
 To have the increase in the delivery revolutionary approaches
P2 Consumer’s trends are changing due to impact on digital technology
Technology is important part for changing consumer behavior and changing customer
behaviors is explore the digital marketing strategy and planning. Technology is important part
for tourism organization. It has made life easier and more convenient. Travelling has evolved
with the new technology is uses in tourism industry. Technology has made it easier for all people
to plan the tripe and it is save time and helps in the efficient planning. Quick [panning is
essential technology for consumer behavior and all the information is needs to plan a trip is
online so there are essential part of organization. With the help of new technology is easy
booking of travel industry. All consume4r in travel industry can book flights and
accommodations and desired activities in minutes so this is important consumer trends in digital
technology. Technology is play essential role foe TUI Company and it is helpful for all
consumers in organization. Technology is made it for possible to improve the packing routine
and this is main part from Tourism Company (Alamanos, Kuznesof and Ritson, C., 2016). All
consumer trends is affect the tourism organization and this are essential for all consumer. Digital
technology has made it possible to travel is efficiency and it achieving great travelling
experience in company.
Technology include Google maps can guide anywhere anytime and it’s also many offers
suggestion so this are important for tourism company. Much technology is included such as stay
connected and it’s allowed to stay connected with the whole world while consumer is travelling.

This is main consumer trends and this is essential for consumer behavior. Today’s technology is
important part for all organization and it is helpful for emerging new technology is provided to
the al consumers. The new technological advancement have made is possible to have a new
unique experience and it is essential for tourism industry. The perfect travelling experience of
people and is like to have a unique experience so this is essential for consumer trend in market.
P3 The stages of Consumer decision making journey
Consumer decision making process involves the all consumer to identify their needs,
evaluate alternatives and information for their buying decision. It is a complex process procedure
and involves many problems arising in organization fro decision making process.
Identify the decision
There are main step for consumer behavior in tourism industry. It is to make a decision
and identify the problems in tourism and needs to solve all problems in consumer behavior.
Clearly define all the decision of consumer decision making in the tourist industry. Its needs to
achieve a goals and make it measurable decision of customer in marketing so this are main step
for consumer decision making and provide tourism services (Sutton., 2016).
Gather relevant information
All information related to the tourism industry is gathering and search best services
provide to the consumer. All destinations in formation are gathering by tourist and provide
services to the consumer. Information is relevant part of organization. This is very helpful for
guide better services provided to the consumer.
Identify the alternatives
All information is collected by the tourism industry and it’s identifying the many
alternatives of consumer decision making process in organization. There is usually more than
one option to consider and trying to meet goals of tourism industry. This is essential part of
tourism industry. It is select the best alternatives of consumer decision making process of
tourism services of organization.
Weigh the evidence
It’s identified the many alternatives, weigh the evidence for or against many alternatives
of tourism industry (Santamaria and Filis., 2019). Identify threw potential pitfalls fro each
alternatives and weigh those against the possible rewards so this are main part of consumer
decision making process of tourism industry.
Choose among alternatives

Tourism industry is choosing many alternatives for the tourist behavior and its identified
the all decision needs to be made all relevant information. It see choose the best services
provided to the customer in tourist industry.
Take action
Its develop the plan to make a decision tangible and achievable. Tourism industry takes
action of many alternatives and provided the best services to the tourist. It sees helpful for
organization to provide tourism services.
Review your decision
This are main step of consumer decision making process of tourism industry and it’s
identified the decision making proceeds in organization. Its review the all decision is taken by
Tourism Company (Jackson., 2019). This are import for consumer decision making process of
tourism industry and provide the best services to the all tourist.
P4 Important for marketers to understand the consumer decision making process in the tourism
sector
Consumer decision making proceeds is s key to identifying, marketing challenges and
opportunity. It see important to along marketing efforts with eh many step consumer undertake
to decide what to buy so this are important for all marketers to understand the consumer decision
making process in the tours sector (Liu and et.al., 2017). Consumer are the centre of all markets
work and it is very essential to understand and recognize the more specific and personal
influences effecting consumer and the all nature of the decision making process is used by tourist
sector. Customer journey map is a visual representation of all experiences your customer in
tours in industry. It is important for marketers to map a path to purchase and understand
consumer decision making in the tourism sector.
Customer journey mapping is helps for business in tourist sector and customer’s shoes
and see their business from the customer’s perspective. Its help for tourist sector in organization.
Marketer is understand the all consumer decision making process in tourism sector. The
challenges from the all, marketing team it is identify the information sources are most influential
in target market. Cultural factor is significant impact on customer behavior. Marketing are
always trying to cultural shifts and to new products might be wanted by all customer to increased
demand in the market for the tourists sector. Customer’s buying behavior is also influenced by
social factor in the market customer journey is important part for tourist sector and it is help for
the business customer is mire perspective. The, many advantages of a customer journey map
include identifying whether the customer journey is in a logical order, helping see where the
customers interact with tourist business and showing the gaps between the desired customers
experience and it is actually received (Altinay and Taheri., 2019). A customer journey map with
accustomed develop map a long term and it is help for the consumer decision making process in

there tourism sector so this are essential for all marketers to map a path to purchase and
understand consumer decision-making in the tourism sector.
P5 Differences between the hospitality decision-making process of business to consumer and
business to business
Business to business and business to consumer both is important for marketing. The
decision making process is very difficult when making decision for personal life or for your
business.
Decision making process of the Business to business (B2B)
In B2B, the company mainly focuses on products and features of services in tourism
sectors. It is most effective way of focus on how the product or services saves times, money and
resources in their tourism company. Tourism deal with the many business are covered under the
tourist facility provide them. For example TUI deals with taxi agency to pick up and drop their
tourist from airport (Godnov and Redek., 2019). As per the B2B, the TUI also deals with
catering service company, airline industries etc.
Business to consumer marketing for the decision making process
This B2C is related to the marketing consumer is focus on the benefit of the products and
services for the tourism industry. Consumers is also are different in that they demand of many
variety of distribution of channels for conveyance in market. Tourism Company is providing
better services to the all consumer in the market.
Decision making process is very simple and quick in the B2C and in the B2B the decision
making process is very lengthy because in B2B the company have to follow all the guidelines
and procedure before conducting any purchase activity.
FACTOR BUSINESS TO
CONSUMER (B2C)
BUSINESS TO BUSINESS
(B2B)
Definition The tourism services provide
to the all consumers by the
TUI. Most this have the
comprising of the economic
and passive model.
The tourism business link
between two business
entities with related to the
tourism sector. On the other
hand , this have cognitive
model by understanding the
market.
Relationship It relation with the all
consumers or tourists.
Its relation with many parties
is also affect the tourism
sector such as hotel,
travelling company,
advertising company etc.
Creation of brand value Tourism sector (TUI) Create
an advertising and promotion
Its crated mutual relationship
between of business is link

activity of increase the brand
value in market for decision
making process
(Herbst,Reinartz and
Woodside., 2017).
the tourist sector.
Customer It is include all the tourists or
visitors in tourism sector.
It is include all business are
related to tourism
organization and provide a
tourist service to the
consumer.
Decision making In business to consumer is
simple process of decision
making process of company.
In business to business is
long process of decision
making process in tourist
sector.
Competition Business to consumer is less
competition in the market for
provides the services to all
consumers.
Business to business is hug
competition in the market.
Driving factor Tourism features and essential
services related to the all
consumer.
In B2C is relationship,
customers support and
tourism services (Page and
Connell., 2020).
Pricing and complexity Pricing along with all
individual capacity and it is
less complex in tourism
sector.
It is relatively more complex
in various businesses in
tourism sectors.
Market size Business to consumer, the
market size is very large.
Business to business, the
market size is small and
niche.
Typical length of relationship In B2C the length of
relationship is short-term for
all tourism sectors for
decision making process.
In B2B the length of
relationship is long-term fro
all tourism sector fro
decision making process.
Model of the decision making
Economic models have the assuming the customer as rational as having the comprise in the
different product by evaluation all the pro and cons and makes the decision on information based
by considering their people are limited in terms of the skills, habits and the existing values and
perception. On the other hand, passive model, the consumer is tasking the decision on basis of
the promotional activities by responding the directly sales and the advertising appeals by
marketers. In addition to the cognitive model have the basis of there own interest an
understanding in term of market demands. There is short level of discussion to taken decision
rules and lead to instant level of purchasing.

P6 The different approaches to market research and methods of research used for understanding
the decision making process
There are many market research methods are includes in the decision making process.
This method includes secondary research, surveys, focus groups, interviews, observations,
experiments. So this is main market research e method of Tourism Company. The most basic
classification of market research is primary and secondary market.
Secondary market research
Secondary market research is the act of seeking out existing research and data.
Secondary data could be important data for the research of market. Secondary researches are to
find out the existing data and that can applied in the specific project of Tourism Company. It is
suitable for all research needs of organization (Wang and et.al., 2019).
Surveys
Primary research is also called as field research because they need to take more direct
approach to obtaining a data in the field of company for the decision making process. Surveys
are most important method for utilized when it comes to market research and it is a wide variety
of sizes and shapes (Fletcher and et.al., 2017). Surveys can be used effectively in organization
for the satisfaction research, pricing research, measuring attitudes etc.
Focus groups
Focus groups includes a getting a group of people in together in room and it’s usually
physically and although technology is making. Focus groups are excellent fro exploratory,
qualities research of organization for the decision making process. Focus are main tools to use
prior to surveys because it will important for survey questions to be more targeted and specific so
this method is important t for the market research decision making process of company.
Interviews
Interviews are qualitative market research method and interviews can be free flowing
conservations so this is essential market research method. In focus groups, interview is useful for
exploratory research method. Use this market research method and it is interesting in digging
into a specific issue very deeply, understanding psychological motivations and searching
customer’s problems.
Experiment and field trials
These are main market research method for decision making process of company.
Experiment and field trials are involved a scientific testing with specific variables. This form of

market research is allows quantitative nature so this are important market research method for
decision making process.
Observations
Observations research can be a different sizes and shapes and it is two categories such as
observations with some level of interaction between the subject and researchers and strict
observation with no interactions with the subject at all in market research (Shen and et.al., 2018).
The main benefit of this technique is that researchers can measures actual behavior as opposed to
user reported behavior of decision making process of organization so this are main method of
market research for understanding the decision making process of tourism industry.
P7 Marketers can influence the different stages of the tourism decision-making process
Marketers can influence many different stages of the tourism decision making process
and it is essential for the organization in tourism sector. It involves the identification of the
decision of consumer and it is a main part. All decision is taken by the consumers that are
consider by the marketers for the understanding of all consumer needs in tourism industry. All
these stages are clearly defining in tourism decision making process so that marketers will
influence every stages of the tourism decision making process. For example- The Marketers will
have the gathering of all information regarding the tourist’s current trends and interests. This will
be turning out the opportunity of TUI to have the exciting combo of offer for travelling and
tourism so that they can influence the decisions of customers regarding the destinations and place
for tour. (Galeazzo,Ortiz-de-Mandojana and Delgado-Ceballos., 2020). This stage is main
influence by the marketers and this are related to all tourism information is collected by the
marketers in organization for tourism industry.
Marketers analysis the various alternatives in the tourism sector and it is select best
alternative for the consumer decision making process of tourism sector. Its main influence of the
all decision makes process of organization and its select the best alternative for the consumer
decision making prices. Marketers can influence the weigh the evidence of decision making
process and this is essential for the all marketers in tourism sector. It provides possible reward so
these are main stage of tours decision making process. Marketer can affect the chose among
many alternatives and this are main stages for the decision making process (Kim and et.al.,
2017). It is many alternatives for the consumer decision making process so this is important
influence of marketers. marketers can influence the many action is taken in the tourism sector
and it is develop the plan for according to the action taken by marketers for better influence of
tourism decision making process. Marketer can influence the all review of the decision and it is
essential step for the tourism decision making process. Decision is taken by marketers for the
understanding the needs of tourism so this are main stages of the tourism decision making
process. It is important for the tourism industry.

CONCLUSION
From the above report, it is conclude that the different cultural, social, personal and
psychological factor is influence consumer behavior with a tourism sector and many consumer
trends are changing is due to impact of digital technology. This digital technology is important
for the consumer behavior in tourist sector. It is also conclude that many stages of the consumer
decision-making making journey and map a path for the purchasing for a tourism services in
tourism sector of organization. It is define the important for marketers and it is understand the
consumer decision-making in the tourism sector. It is also conclude that the key difference of the
hospitality decision-making process and it’s defined the B2C and B2B using under tourism
sector. The many approaches of market research and, methods is used for the decision-making
process and it is evaluate the markets can influence the different stages of tourism decision-
making process with tourism sector.
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