Understanding Customers in Tourism Business: Factors Affecting Consumer Behaviour and Practical Implications of Consumer Behaviour Theory

Understanding
customers

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY..............................................................................................................................4
Identification of factors that affect consumer behaviour in different marketing and businesses
contexts, including tourism.........................................................................................................4
Demonstrating understanding of contemporary consumer behaviour theories, concepts and
models and their application.......................................................................................................5
Demonstrating practical implications of consumer behaviour theory........................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In the development and functioning of a business, understanding customers is a major
aspect which needs to taken into consideration by a business. In the recent times, understanding
customers is one of the major priorities of a business which helps in overall growth of a company
(Agyeiwaah, and et.al., 2019). All major companies in the international and national marketplace
focus on understanding customers and their needs in order to perform major operations in a
systematic and precise manner. In this report there is a brief analysis on how tourism business
are promoting themselves after lock downs imposed by government. This report also covers
usage of digital platforms related to a business which are Snap chat, Instagram , Twitter, VLOGS
and influencers. In this project, digital platforms which are used by a business to communicate
and reach customers are also explained. In this report example of British Airways holidays is
taken into consideration which is a major company dealing in travelling services all across
United Kingdom.

MAIN BODY
The COVID-19 pandemic has created a devastating impact on different business
organisations which are related to major sectors of the economy. Pandemic has also created a
major impact on tourism sector and many tourism based companies has suffered big loss.
Government of United Kingdom imposed lock down for a longer period of time which resulted
into closure of various international and national companies. It is now the major role and
responsibility of tourism sector companies and government to develop strategic and major
planning framework in order to lead the marketplace and revive business organisations. It is also
major role of tourism sector based companies to follow rules and regulations developed by
government for effectively maintaining business activities (Bowen, and Whalen, 2017). The
British Airways holidays should also develop key approaches with the help of strategic
management in order to lead the marketplace. It is major role of a company to also develop key
competitive advantage with the help and support of various theories and models that are
important for systematic growth of company. In the tourism sector, it is important for different
companies to focus on development of various tools and techniques which are helpful in
attracting large number of customers (Sharma, and Nayak, 2019). Digital technology like use of
advanced computer systems and software can help a business to develop major approach in
reaching various customers in a quick manner.
Identification of factors that affect consumer behaviour in different marketing and businesses
contexts, including tourism
It is the study of buying behaviour of customers and how they decide to buy a product
that satisfy the needs and wants. It is important for marketer to understand the expectation of
customers and make them buy a product. It helps the business to increase its market share,
profitability and its brand image in the market by innovatively selling its goods and services in
the market (Škare, Soriano, and Porada-Rochoń, 2021). There are five factors which influence
the tourism which are seasonal changes, tough economy, political aspects, special events and
inclement weather. It is explained in detail in context to British Airways Holidays.
Seasonal Changes
It is a common angle to modify the marketing message. It highly influence the tourism as
many people love to go hilly areas in the summer seasons and vice a versa. At certain destination
the shift from winter to spring brings audience from different type (Cham, and et.al., 2020).