Tourism Consumer Behaviour and Insight

UNIT 20
Tourism Consumer Behaviour
and Insight (L5)

Table of Contents
Introduction......................................................................................................................................3
P1. Examination of diverse factors which impact behaviour and attitude of consumers...........4
P2. How consumer trends are altering with influence of digital technology..............................5
P3. Analysis of stages involved within consumer decision making...........................................6
P4. Why it is significant for marketers to map a path for purchasing along with
acknowledgement of decision-making of customers within tourism sector...............................7
P5. Comparison of the hospitality decision-making process in terms of B2C and B2B ...........8
P6. Evaluation of diverse approaches for market research as well as methods for
acknowledging decision-making process..................................................................................10
P7. Evaluate the ways in which marketers creates impact on distinct stages of tourism
decision-making process...........................................................................................................11
CONCLUSION..............................................................................................................................11
References......................................................................................................................................13

Introduction
Consumer behaviour refers to scrutiny of organisations, groups or individuals that are
related with purchase, usage and their disposal of services & goods which comprises of
behavioural, mental and emotional responses which follow such activities (Moutinho and
Vargas-Sanchez, 2018). Hospitality consumer is associated with acknowledgement of wants and
demands of customer, disposition for paying and the ways in which decisions are made with
respect to what they need to purchase as well as prospects for finalising the buying activities. For
understanding the hospitality consumer behaviour and insights, Thomas Cook Group is taken
into consideration. It is a British global travel group which is headquartered in London, UK and
renders their services in the form of package holidays, hotels and flights. This report comprises
of cultural, social, personal and psychological factors which creates impact on their behaviour as
well as alteration in trends have also been presented. The stages of consumer decision have been
explained along with mapping for purchase. In addition to this, B2B and B2C processes are
provided along with this, different approaches for acknowledging decision making have been
evaluated. At last, the ways in which marketers creates an impact on stages has been presented.
P1. Examination of diverse factors which impact behaviour and attitude of consumers.
Consumer behaviour refers to inter-disciplinary social science that is liable for blending
elements from social anthropology, marketing, ethnography, sociology, psychology and
economics in terms of behavioural economics (Gibson and O’Rawe, 2018). Marketing team or
marketers of Thomas Cook Group cautiously study the behaviour of their customers while
formulation of decisions as well as analysing the factors which impacts decision that assists
within identification of hospitality services which are requested by them as well as strategies are
designed as per that.
Cultural factors: Consumer behaviour creates a strong influence in terms of factors or
components such as subculture, culture and social class as there exists diverse individuals who
have assorted values, beliefs and perceptions which influence their behaviour and attitude
(Factors affecting consumer behaviour, 2018). These factors creates an impact on behaviour due

to membership in groups where different customs, rituals, practices and beliefs are being
followed. One of these cultural factor is illustrated below:
Culture: The practices, rituals, customs and beliefs that are being followed by people is
referred to as culture. It varies depending upon the country as well as region in which services
are being delivered and people who take it. This creates an impact on attitude as well as
behaviour as there exist wide range of cultural values which sustain desirability and provides
response for diverse conditions. It is crucial for marketing team for analysing culture of distinct
groups and regions in countries while formulation of of strategies and services for attracting
customers (Sutton, 2016).
Social factors: Human beings lives within critical social environment which creates a
strong impact of buying patterns or behaviour of their customers. This comprises of status,
reference groups, role and family as well as are accepted socially. The social factor is illustrated
below:
Reference groups: The groups which possess the potential for formulation of behaviour
as well as attitude of individuals is referred to as reference group. Basically, it involves family
members, professionals, colleagues and friends as they creates a strong impact on the behaviour
as well as attitude (Prebensen, Chen and Uysal, 2018). This aspect assists marketers of Thomas
Cook group to influence the attitude of customers towards their services like it can be carried out
through providing them (consumers) with holiday packages. But it is necessary to interpret the
specified aspects in an appropriate manner so that affirmative impact can be created on
consumers behaviour for formulation of decisions.
Personal factors: Such kinds of factors are directly associated with consumers
themselves as in this case their buying behaviour is entirely dependent on economic situation,
personality, lifestyle, self concept, personality, age and occupation. One personal factor has been
specified below:
Economic situation and occupation: This is one of the primary factor which creates an
impact on attitude as well as their buying behaviour. It can be understood by taking an example
with respect to Thomas Cook, like manager can opt for holiday package and can go for travelling
but the other junior staff may not be able to afford this. This denotes that economic conditions of
an individual creates an affirmative impact on their behaviour and attitude for specified services.