Tourism Consumer Behaviour: Factors, Trends, Decision Making Process, and Market Research

Tourism consumer
behaviour

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Investigation of different cultural, personal, social and psychological factors that create
influence over consumer behaviour as well as attitude in context of tourism organisation........3
Exploration of ways in which consumer trends are changing due to impact of technology.......4
TASK 2............................................................................................................................................5
Examination of different stages of consumer decision making journey and map of path to
purchase for a context of tourism service....................................................................................5
Exploration of importance of map path for marketing in decision making process and its
application on tourism sector.......................................................................................................6
TASK 3............................................................................................................................................7
Compare and contrast of differences of hospitality decision making process in context to B2C
and B2B with specific tourism examples....................................................................................7
Evaluation of different approaches for market research and different methods of research used
for purpose of understanding of decision making process..........................................................8
TASK 4............................................................................................................................................9
Evaluation of ways in which marketer create influence over different stages of tourism
consumer decision making process.............................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour termed to the analysis of individual, management of diverse activities that
are connected to purchase of products and facilities. It involves several aspects of individuals
who will have any impact on buying behaviour. Consumer insight define the manner of
understanding and communication of behaviour from the customer that are used for growth of
key factor for the consumers (Abercrombie, and et.al., 2021). The organisation consider in this
report is Acorn tourism consultancy. It is UK based curious consultancy. The following report
covers the field of culture, personal, social and as well as psychological factor that will have an
impact on consumer behaviour and their aspects. It analyse consumer trend that are wearing with
digital technology. It also present consumer map to purchase in context of tourism management
involving decision making process. It evaluates suitable form of research for knowing impact on
tourism consumer behaviour decision making procedure.
TASK 1
Investigation of different cultural, personal, social and psychological factors that create influence
over consumer behaviour as well as attitude in context of tourism organisation
Culture Factors -
Cultural factor define various term of ideology ethics of certain teams of individual. It is
termed as one of the essential component that it maintains the manner of behaviour of an
individual. It is significant for managers of Acorn to involve such factor that are functioning in a
nation. It involves diverse term of groups that are as follows -
 Buyer’s culture - In consumer behaviour, culture define the grouping of diverse value
customs, ethics that are served by individual for functioning customer behaviour of
diverse groups of a certain community.
 Buyer’s subculture - Subculture defined the consistent team that present in a wider term
of culture (Alyahya, and McLean, 2021). In relation of buying behaviour of customer
there are diverse sort of consumer who are presented in field of market place.
 Buyer’s social class – Social class define the permanent and organised sector that
involves diverse member who share the same behaviour common values and standards. It
can be termed with diverse factors like occupation commerce education corps salary
other divisions.

Social Factors – Social class will term to those that are exist in society and community where
diversity of individual present. Community is made up of diverse term of person who have the
finite behaviour and taste. Such behaviour of individual will have an impact on having several
course of action that will be acceptable in society.
Personal Factors – Personal factor will term to those that involves various divisions in terms of
occupation age, life cycle, self - concept of personality (Correia, and Kozak, 2021). Individual
with diverse age have a suitable taste that will have an impact on the decision-making process.
Psychological Factors - Psychological factor define to those that involves several aspects such
as motivation, values aspects awareness and learning section of an individual. Behaviour of
buyers will get affected by such factor that will have an impact on consumer decision making
process.
Exploration of ways in which consumer trends are changing due to impact of technology
Consumer trend can be termed as behaviour and aspects of customer that are
demonstrated by customer for purchasing of products and facilities full stop consumer trends can
be created with expectations, thoughts, values and ethics that are not suitable for managers of the
business for knowing the consumer trend. It is essential for managers of account to know the
manner of trends that are created and enable the management to consider this trend as a
opportunities for business. As there are different techniques in terms of digital that are utilised in
management that make their functional procedure more effective and efficient. By using digital
techniques that are growing on regular basis will create dynamic evaluation in manners that
maintained at workplace by conducting managerial activities.
 Changes in desire of consumers - Technique is developing diverse impact with
difference of customers in various manners (De-Juan-Vigaray, Garau-Vadell, and Sesé,
2021). By using of online goods and facilities in tourism industry it offers opportunity for
customers at stake in get goods and facilities at any time they require.
 Easy ways of accessing information - By using of technology, and visual can have
information at any time from any source. Data is needed by customer in terms of diverse
brands and goods in respect to buy that suitable item. It will supports the customer to get
very term of knowledge about very terms of products that will maximize their desire of
that products.