Unit 20 - Tourism Consumer Behaviour and Insight

Unit 20- Tourism consumer
behaviour and insight

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1) Investigate different cultural, social, personal and psychological factors that influence
consumer behaviour and attitude in tourism context..............................................................1
P2) Explore how consumer trends are changing due to impact of digital technology...........3
TASK 2............................................................................................................................................4
P3) Examine the stages of consumer decision making journey and map a path to purchasing
for a given tourism service.....................................................................................................4
P4) Explore why it is important for marketers to map a path for purchase and understand
consumer decision making.....................................................................................................6
TASK 3............................................................................................................................................7
P5) Compare and contrast key difference of hospitality decision making process in relation of
B2B and B2C..........................................................................................................................7
P6) Evaluate different approaches to market research and method of research used for
understanding decision making process.................................................................................8
TASK 4..........................................................................................................................................10
P7) Evaluate how marketers influence the different stages of tourism decision making
process..................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The tourism industry consists of broader sense under which direct services are provided to
the customers as it facilitates goods and services with pleasure and leisure activities. It includes
various norms under which attraction, entertainment, operation and accommodating services are
promoted by which customer felt more connected and also enjoy balanced entertainment (Al
Sarrah, Ajmal and Mertzanis, 2020). It consists of hospitality services as restaurant,
transportation, travel, information, food and beverages and attraction through which livin g
standard of customers is enhanced. The report below is based on Topdeck tour operator as they
operate their business by offering trips for the people of aged 18 to 39 though out Egypt, Middle
East, Australia, Asia, New Zealand, North America and Europe. The report below consists of
factors that influence tourism consumer behaviour and attitude, map to path a purchase in
context to tourism, different form that influence tourism consumer decision making process and
marketers influence over different stages of consumer decision making process.
MAIN BODY
TASK 1
P1) Investigate different cultural, social, personal and psychological factors that influence
consumer behaviour and attitude in tourism context
The consumer behaviour and attitude is changes as per according to the varied condition
and modifications through which particular destination and its driving factor is analysed. In this
travelling and their decision making is affected by which overall attitude of consumer towards
goods and services get changes and developed as per use, belief, knowledge and experiences
(Moliner-Tena, Monferrer-Tirado and Estrada-Guillén, 2019). As per concern to Topdeck tour
operators they get affected with favoured of different factors and that is as briefly explained
below as:
Cultural factors- It is a basis that consist of factors that define social abilities, culture and
behaviour that get changes as per the advancement of living standards and society. It is an
essential aspect under which purchasing power of the customer get changes and according to this
tour operator makes appropriate changes in their own offered services. For instance, Topdeck
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tour operator induces divisiveness within the business so that they are able to understand the
nuances of customers by which certain gap get reduced.
Social factors- It is a factor that is dependent over the social values and up-gradation in
which education and business standards both get changes. It consists of the fact that business
must have provided the services that is offered by each income group of an individual. In this
Topdeck tour operator reflects concern about to induce leisure preferences, language barrier and
other customs (Roos and Bekker, 2018). For this, management of business offer certain discount
and benefits through which positive culture and value is promoted in timely frame.
Personal factors- It define the impact and aspect of business over consumer as it consist
of age, attitude, lifestyle, personality and financial belief. In this Topdeck tour operator make
sure that they offer the different packages to its customers as per according to its offered
requirement as it also aid to develop strong relationship with marketplace.
Psychological factors- It is a factor that comprises of perception and mindset of an
individual within which certain attitude, belief, perception and attitude get changes. It is defining
that motivation in an internal aspect by which ability of employee also gets changes by which
they could furthermore attend customers in positive and delightful manner. For this Topdeck tour
operator conduct depth market knowledge under which customers viewpoint also get analysed
with perfection and timely basis.
Challenges in deliver quality service to gratify consumer prospect
In relation to working standards of tourism it is essential for the Topdeck tour operator to
analyse the viewpoint and requirement of consumer as with this they are able to achieve its
standardised target and objectives through which market acceptance and its ability both get
enhanced (Scott, Hall and Gössling, 2012). There are different challenges that is faced by tour
operator and that is explained below as:
Understanding expectations of customers- The belief and expectation of customer get
changes on regular basis and it is hard for the business to analysed their requirement as for this
Topdeck tour operator develop marketing strategy to make clear communication.
Exceeding expectations of customer- The requirement and demand of customer is
changes as per this Topdeck tour operator collect adequate feedback from marketplace and
implement the change as per requirement so that productive learning is developed.
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