unit 20 : - Tourism Consumer Behaviour and Insight (L5

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1. Examine various cultural, social, personal and psychological factors that influence tourism
consumer behaviour and attitudes..........................................................................................1
P2. Examine how consumer trends are changing due to the impact of digital technology....2
Task 2...............................................................................................................................................3
P3. Describing the stages of the consumer decision making journey and map a path to the
purchasing for a TUI Group Plc.............................................................................................3
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision-making in the tourism sector .................................................................4
Task 3...............................................................................................................................................5
P5 Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific tourism examples. ..................................................5
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process...........................................................................7
Task 4...............................................................................................................................................8
P7 Evaluate how marketers can influence the different stages of tourism decision making
process giving specific tourism examples..............................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour is a inspection of person, group or organisation as a customer during
buying, using, selecting of a goods or service to satisfy there needs and wants. It is important to
analyse the consumer behaviour to bring more customers to business and to retain the existing
one with there changing needs. The report will contain the tourism consumer behaviour and their
insight in context with UK's national tourism agency TUI Group Plc. It is Anglo German
Multinational tourism and travel organisation based in Hanover Germany. This company is
founded in 1923. (Bigne and et. al., 2018). The report covers influence of the various
behavioural factors on consumer behaviour and how consumer trends are changing due the
digital technology in tourism industry. The stages of the consumer decision making along with
their importance to map a path to purchase. Further the difference between B2B and B2C and
methods of market research with specific tourism examples are describes in the report.
Task 1
P1. Examine various cultural, social, personal and psychological factors that influence tourism
consumer behaviour and attitudes.
The way an individual, group or organisation act while buying the goods or services in a
marketplace is a consumer behaviour. Consumer behaviour helps an organisation to analyse the
requirements of the consumers and to fulfil those requirements with full satisfaction. A
organisation must know the influence of various factors like: cultural, personal, social and
psychological in buying behaviour of a consumer in order to create customer satisfaction and
customer retention for long term growth of companies. Influence of above factors in consumer
behaviour and attitude of TUI Group tourism agency and tourism industry: Cultural: Cultural factors are the set of values, perceptions, believes that a person inherit
from childhood in the name of culture. Cultural factors have three categories: culture,
sub-culture and social class. In tourism sector the services provided to consumers are
created by keeping in mind the culture of the consumer and the culture of the country
(Bigne and et. al., 2018). TUI Group has researched and segmented the service of tourism
on the basis of customers keen in travelling in there own country and other who want to
explore other countries culture.
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 Social: Elements such as family, friends, society, colleagues, reference groups, role and
status all this factors impact directly on the behaviour of consumers. In tourism sector
family and friends plays a important role in planning the vacations, holidays or trips.
TUI Group has implemented this factor very sharply in providing services on the bases
of friends and family visit, business visit, youth and study visit etc. Psychological: Perception, learning, beliefs, motivation and attitudes are the
psychological factors influencing the consumer behaviour. In tourism sector this factor
has crucial part to play as tourist are so aware of their needs and create a perception and
attitude toward the visit they want. TUI Group accordingly provide there service on
psychological factors of consumer.
 Personal: Age, life style, personality, self concept, occupation are the personal factors
which have impact on the buying behaviour of the consumers. Age acts as the primary
factor in tourism industry to plan their service in that manner. Keeping in mind the
lifestyle factor TUI Group has luxury service in the list.
Process of consumer decision making:
It is an important manner for business of management to get determine and evaluate the
procedure of customer decision making creation. The manner of decision making perform
various criteria with basic set of manner to measure the evaluation in the management. As there
are five sections that involves in the procedure of customer decision making that will affiliated to
their abilities that are as follows -
 Need identification - The fundamental and primary modular of activities is to determine
a way for getting determination by the consumers and visitants. So, the customers will get
alert and will create a stipulation of several goods and their services as effectively.
 Search of information - It will termed as the intermediate phase through which
consumers will require to determine their various skills for activity completed by their
economic process. By elaborating an essential term and sources of data that will
demonstrate as the to position to figure out the location in the management.
 Valuation of unconventional – In this manner of phase it will include the customers to
make decision that are capable to construct a field of manner that have various sections in
terms to create a high term of quality. As it is generally applicable for the high set of
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