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

This report explores the different factors that influence tourism consumer behaviour and attitude, including cultural, personal, social, and psychological factors. It also covers the changing consumer trends due to technology and the stages of the decision-making journey. The report compares and contrasts B2C and B2B decision-making processes with specific tourism examples and evaluates different approaches for market research and methods used for understanding the decision-making process.

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.

 Consumers are more connected - By maximizing use of technology will enable the
customer to linked with goods and services. It will maximize the desire of customer in
terms of that goods and services.
 Impact of using smart phones - Digital technology will support the customer as it
maximize the accessible information of customer. Customer collecting data on diverse
brands and their goods with suitable codes of sources (Fossgard, and Fredman, 2021).
By maximizing the term of information it can be resulted in to increase in in knowledge
of customer that will also maximize the expectation of customer.
TASK 2
Examination of different stages of consumer decision making journey and map of path to
purchase for a context of tourism service
Customer decision making term to the procedure that involves the determination of requirements
gathering of several data from various sources, evaluation of various alternative that are available
and making a purchasing decision. Customer decision making procedure involves a different
stages that are in relation of Acorn are as follows -
 Need Recognition - It is primary action of customer purchasing procedure in which real
purchase is not taking place. Customer in this section will recognise the requirement of
that procedure as without it they will not make purchase.
 Information Search - It is other section in which individual is following present data that
are stored by them and also so main training that for new data to buy goods.
 Evaluation of alternatives – High section of consumer decision making it will enable the
customer to measure several alternative goods and brands as per to the aspects and
attribute in respect to choose one that offers them higher terms of advantages.
 Purchase decision - It is other division of consumer making procedure in which real
terms of goods and facilities is taking place (Gronau, and et.al., 2021). Consumer has
developed their mind set for the aim of that brand that is best suited to the needs in
compared to previous division.
 Post Purchase decision - It is last section in in which it holds diverse manner in which
consumer act things and feel after having purchased.

Path to purchase - Path to purchase a procedure that involves a series of channel that are
utilised by consumer with the aim of converting it into real purchase. It involves diverse channels
such as website, email, applications, program, search engine and reviews about their networks. It
involved for diverse sort of stages that are in relation of Acorn that are as follows -
 Awareness - Awareness is primary stage in which customer identify the requirements of
purchasing (KAUTSAR, and FERDINAND, 2021). In respect to purchase goods,
consumer are searching for various diverse data from diverse sources. Engagement - It is following section in which customer are attracted towards the brand
like Acorn and also learn about various sectors.
 Evaluation - In this section, consumer are becoming more aware about goods and
products that are offering solution to their issues that are identified by them.
 Purchase - It is other division in which the person is really turn into recompensing
consumer. It is the section in which individuals is choosing brand and will ready for
boiling the goods.
 Post Purchase - Purchase stage is not a final term of customer journey map as
management requires to offers some additional facilities to consumer with the aim of
making shirt their repurchasing of their goods and facilities.
Exploration of importance of map path for marketing in decision making process and its
application on tourism sector
 Interaction of customers with business - Consumer journey map supports business to
identify the manner in which they communicate with the consumer in respect to make
them aware about their goods and facilities (Kim, Jeong, and Jun, 2021). It will supports
the consumer to take decision in terms of their purchase and also supports a business to
maximize their market share. With the support of Acorn manager uh huh interact with
other consumer in an efficient way and also make them aware about the goods and
services. Focuses on customer needs - By the support of consumer journey map, management
start concentrating on consumer requirements and desire in respect to of a goods and
facilities as per to their requirements. Business have the varied sort of sections in respect
to know about consumer requirements and their goods and facilities in respect to satisfy
their requirements. Acorn is also concentrates on consumer requirements with the support

of consumer journey map by producing hire division that will supports them to create
goods and services as per to their consumer preference. Throw light on needs and pain-points - Consumer journey map will supports our
business to produce those provisions of consumer that will help them to know their
demands and also their pain point as effectively (Marić, Leković, and Tomić, 2021).
Acorn management developing customer journey map in which it will make them know
about their requirements and pain point of their effective consumer in deep term in
respect to have an impact on them to make purchases. Highlight development priorities - Consumer journey map is very essential for
companies that will support them to know their growth priorities in respect to make
efficient purchasing procedure. By creating its priorities management can sort several
issues that are related to purchase. Acorn is also highlights their growth priority with the
support of customer journey map.
TASK 3
Compare and contrast of differences of hospitality decision making process in context to B2C
and B2B with specific tourism examples
In relation to the Acorn, it is significant for the management two major differences
among B2B and B2C as it supports them to create efficient decision by which it will allow them
to of a consumer in an efficient way. As differences between these two are as follows -
Basis Business to consumer Business to business
Purchasing decision In relation to B2C, consumer are
significant part of management and
consumer are measuring each codes
and facilities of diverse management
in respect to buy an efficient goods
and facilities (Mondal, and Samaddar,
2021). In this, consumer consumes
low time in respect to take decision
and adapted directive approach for
buying of those products and
In context of B2B commerce the
management sell their goods and
facilities to other management. In
context of Acorn, it is essential
for them to create a service
schedule for their management
that will enable them to
concentrate or customer, cost and
as well as on positioning.

facilities.
Finding out needs In this, it is significant for the
management to analyse diverse
requirements and needs of customer
and will enable them to create goods
as per to them.
It is important for organisation to
supervise and manage with
marketplace in relation to the
Acorn, which enable them to
provide qualitative facilities. It is
significant for manager of
business to analyse several
facilities and goods.
Decision related to
market size
In this, leaders of the business
required to evaluate diverse fields by
offering facilities and it will support
them to gain higher term of
productivity and profitability.
In this, it is important for the
business to divide the parts of
management in effective way that
will enable them to satisfy
requirements and desires of their
customers.
Evaluation of different approaches for market research and different methods of research used
for purpose of understanding of decision making process
 Personality – It define to a characteristic manner of thoughts, value motive that might be
considered by a person over a period of time. It is termed as a feature that will develop an
impact on several manner in which the person behave (Parmawati, and et.al., 2021). The
person purchase goods in respect to reflect their character and dealer create goods and
promote their goods with having a mind-set of customer personality.
 Self-concept - It refers to a value that is hold by individual about what they are. It termed
as standards for individual about their personal concept that involves a diverse factors
like self-esteem, body structure, performance and identity.
 Motivation - It defined to a procedure that are maintaining towards strength, persistent
and direction of efforts of person towards a complement of target. It is termed as a force
for creating per chasing decision that will meet their demands of customers. It supposed
to demonstrate key factors that will supports them to satisfy their requirements with

purchasing of goods and facilities that provide insight to individual with the aim of
purchasing goods.
 Consumer learning - Customer learning define the procedure that include variations of
outcomes that involves knowledge of experience (Pato, and Duque, 2021). It can be
termed as a feedback of individual that offers basis for behaviour of an individual in same
condition.
 Consumer Perception - Define the marketing value that our deal by consumer for brand
and awareness about goods and facilities of business. It is formed by an individual is the
aim of public relation, review, social and digital media and at last promotion.
TASK 4
Evaluation of ways in which marketer create influence over different stages of tourism consumer
decision making process
Tourism management are dealing with their division in respect to know about requirements of
customer. It develop various challenges in terms of choices of customer at the time of purchasing
of goods and facilities. Acorn management is growing and evolving day by day by satisfying
requirements of customer and also have an impact in buying procedure (Rauscher, 2021). As
there are diverse stages that are involved in decision making procedure of customer that are as
follows -
 Needs recognition - It is primary stage in which customer is a determined and recognised
their requirements about goods and facilities.
 Information search - It is other section in which customer is a certain data from diverse
sources.
 Evaluation of alternatives - In this section, customer are measuring the diverse substitute
as per to their requirements and issues that are faced by them and choose the suitable
option in terms of goods and facilities.
 Purchase decision - It is other section in which customer is creating purchase as per to
the evaluation and measuring of past divisions.
 Post purchase behaviour - In this section, management required to offer extra facilities
by taking response and follow their customer that will make sure there re-buying of
goods and facilities (Suparno, Arofah, and Sutrisno, 2021).

CONCLUSION
From the above mentioned report it has been concluded that, customer behaviour is a significant
term for management that will support them for knowing their requirements, needs and desires of
customer. It will enable business to create goods as per to the needs and suitability of customer.
As there are diverse term of factor that are evaluated by management at the time of functioning
in the field of market that will create impact over behaviour of customer in terms of various
factors. As diverse sections that are considered by customer while making purchase in an
effective and efficient manner.

REFERENCES
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