Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and
Insight
Table of Contents

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................5
TASK 3............................................................................................................................................7
TASK 4............................................................................................................................................9
CONCLUSION..............................................................................................................................10

INTRODUCTION
Consumer behaviour is described as a process in which the decision taken by the
organisation for satisfies the need and requirement of buyer. It is necessary to analyse the
behaviour and attitude of buyer towards how they buy products and services and in what way
they dispose them off. In addition to this, it is necessary for marketer to make effective strategy,
policy and procedure for identifying the changing need and wants of consumer. This report is
carried upon TUI Group. It is Anglo-German international company of tourism sector which is
located in Hannover, Germany. The main purpose is to assess the various factor which imposes
direct impact on the behaviour of buyer within tourism industry. Beside from this, it has been
analyses that it is vital for marketer to assess the need and requirement of consumer in order to
satisfy them (Jackson, 2019).
TASK 1
P1 Define the various social, cultural, personal and Psychological factor that stimulate consumer
behaviour and attitude with a tourism context.
It is necessary to identify the behaviour of consumer towards products and a service is
considered as consumer behaviour. In context of TUI, It is necessary to assess the consumer
behaviour towards goods as well as services. It helps the group in assessing the changing demand
of consumer during the period of time. They offer innovative product is well services to its
customer for increasing their sales and building reputation as well as Goodwill of Organisation in
mindset of customer at market. It helps the organisation in manufacturing those products that
satisfy the need of consumer. In addition to this, they also discuss about how different factors
imposes direct impact on the purchasing behaviour and attitude of buyer. In context of TUI
Group, the top management focuses on identifying those elements which directly affect the
consumer behaviour that is going to be mentioned below:
 Cultural Factor: Cultural factor are those which imposes direct impact on norms,
beliefs, value, customs as well as perception that is influenced by the culture. The buyer
is separated into various class such as high, middle and low. In reference of TUI Group,
they offer packages based on the class of its consumer. For example, a low class person
travels according to their financial plan.

 Social Factor: Social factor includes family, society, friends and many more who are
close by its consumer. The buying behaviour of consumer imposes direct impact on the
individual person. In context of Tourism industry, the user is divided according to their
age as well as income. For instance, old age person want to travel religious places while
the youth generation want to go clubs, bars and many more.
 Personal Factor: There are many factors such as financial situation, age as well as
lifestyle which impose direct impact on the buying behaviour of buyer. In present
scenario of Tourism industry, the young person want to go for outing according to their
budget as well as income (Held, 2018).
 Psychological Factor:It includes learning, beliefs, motivation and attitude of buyer
which is necessary to consider for determining the purchasing behaviour of consumer. In
relation of Tourism Industry, the individual person who want to travel must discuss with
his friends as well as family that imposes direct impact on consumer behaviour. At the
present time, the consumer reviews is very important for taking the decision whether the
buyer prefer to go there or not.
In addition to these elements, there are several issues and challenges faced by the
organisation for fulfilling the need and wants of consumers. Thus, the marketer focuses on
some factors that helps the companies in providing appropriate services to its user which is
going to be mentioned below:
 Tangibility: it is necessary for marketer to offer the complete information to its buyer
that helps in maintaining visibility in the mindset of its user. It helps in increasing the
loyalty and trust level of buyer for TUI company.
 Reliability and Responsiveness: The reliability of company towards their promises
helps in retaining customer for a longer period of time as well as increase the market
share of TUI company.
 Assurance: It is important for the employees to have skill and competence in order to
resolve the problems of buyer. It helps in boosting the satisfaction level of consumer as
well as its market share.
P2 Explore how consumer trends are changing due to the effect of digital technology.
Technology plays an important role for the success of every organisation. Due to
implementation of advanced technology, the buyer get complete information related to its