Tourism Consumer Behavior and Insight

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.