Tourism Consumer Behaviour and Insight

Tourism Consumer
Behaviour and Insight

INTRODUCTION....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1..........................................................................................................................................................3
P2..........................................................................................................................................................5
TASK 2....................................................................................................................................................6
P3..........................................................................................................................................................6
P4..........................................................................................................................................................7
TASK 3....................................................................................................................................................8
P5..........................................................................................................................................................8
P6..........................................................................................................................................................9
TASK 4..................................................................................................................................................10
P7........................................................................................................................................................10
CONCLUSION......................................................................................................................................11
REFERENCES.......................................................................................................................................12

INTRODUCTION
Consumer behaviour is related to individual buyer, group and organisation select, purchase,
use as well as disposes idea, goods and services for satisfying requirements and wants. In simple term
it can be said that consumer behaviour refers to action of consumer within marketplace and underlying
motives for those actions (Gibson and O’Rawe, 2018). In addition to this, consumer behaviour is
study related to how consumers make decisions in relation of what they need, want, desire and how
they use, buy as well as dispose of goods.
Trailfinders is chosen company in this report, it is an British travel company in UK and
Ireland. It is largest independently owned travel company within UK as well as having 37 travel
centres in Ireland and UK. Trailfinders was founded in 1970 by Mike Gooley as well as headquartered
at United Kingdom. There are several topics which will going to be discussing within respective
report such as different culture, social, personal and psychological factors which influence behaviour
of consumers and attitude. Moreover, modification within trends related to consumers as well as
modifying because of digital technology also highlight. In addition to this, stages of consumer
decision making journey and map a path to the purchase will also discuss along with importance for
marketers of map a path to purchase and understanding consumer decision making. Apart from this,
differences of hospitality decision making will discuss in term of Business2Business and
Business2Consumers as well as distinct approaches in relation of market research methods of research
which utilise for better knowledge in relation of decision making procedure will highlight. In the end,
how marketer influence different stages related to tourism decision making.
TASK 1
P1
Consumer behaviour is study related to particular individual, business, population as well as
process which chosen by them for satisfying their requirement of any product or services (Herbst,
Reinartz and Woodside, 2017). There are numerous elements within environment that have wide
effect on consumer’s behaviour. Explanation of these are as follows :-
Cultural factors – There are several factors which included within this such as social class, culture as
well as sub-culture. All these together play important role in purchasing behaviour of individual. In
addition to this, culture is set of attitude, beliefs, norms which transform behaviour of individual as
well as shapes the products. It has been founded that in habits of consumers as well as within
legislation of country. For instance, Trailfinders have to discover language and belief of customers at

the time they are setting new services in market for avoiding misinterpretations of language by
customers.
Social factors - In this environment the population possesses social class. Income and several other
factors like business and education of individual elaborates this factor in group of customers (Mazor-
Tregerman, Mansfeld and Elyada, 2017). It is different in languages, leisure time preferences,
costumes and several other characteristics. In relation of Trailfinder Company, social factors are
considered by management while providing offers as well as discounts during festive season for
creating positive image within the minds of consumers.
Personal factors – It is one of the essential factors that have impact on consumer behaviour as
personal factors include age, occupation, financial condition personality as well as lifestyle. All these
play important role in changing purchasing motive of customers. It is important for Trailfinders
company have to take into account purchasing power as well as employment in the regions where they
wants to expand their operations effectively.
Personal factors – It include factors such as motivation, learning & experience, individual
perception, attitude, beliefs and many more. In personal factor motivation is important which activates
internal requirement of consumers (Clifton and Moura, 2017). Moreover, it can be said that perception
of consumers changes according to the situation within environment, learning and experience involves
the research carried out through consumers as well as their past experience, attitudes decides the
emotional actions and belief specifies the product from the market. In context of Trailfinders
Company, marketer have to conduct in depth study in relation of psychological factor to overcome
with the challenges related to trends and demands of customers.
Challenges in delivering quality service to satisfy consumer expectations
In this modern era it is difficult for marketers to attract customers while competing with
competitors. It is important for company to provide better services to consumers because it helps them
in accomplishing sales targets as well as also in renowned services provider within market area. While
rendering some services to customers Trailfinders Company face several challenges explanation of
these are as follows :-
 Understanding expectation of customers – It is most crucial as well as difficult task for
company to understand changing consumer expectations. Thus, For Trailfinders
communication strategy with customers regularly will be beneficial approach and help in
understanding their expectations.
 Exceeding expectation of customers – In modern era it is not enough for an organisation to
meet their customer’s expectations because they get influence by competitors (Wang, So and