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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Consistency- It is dependent over the consistency that is required to maintained by
Topdeck tour operator and with this they have offered 24*7 services so that effective supply of
services is provided in effective mode.
P2) Explore how consumer trends are changing due to impact of digital technology
The consumer trends and its behaviour get changes and influence by the changing trends
in tourism industry which is directly get modified as per societal advancement. In addition digital
technology is a prospect and platform which is used by business in order to communicate and
interact with marketplace by which affordable outcome is addressed in positive manner
(Theobald, 2012). There is direct impact of digital technology over consumer trends and that is
as explained below as:
Alter in customer behaviour- The customer get prefer online booking as it save more
time and for this required that business maintain its web page and site. For this Topdeck tour
operator design its own portal by which they are able to display their services and advancement
in better way.
Climb in customer's expectation- In support of digital advancement business get perform
all its operations and function in direct basis by which cost effective services are also get
promoted. In this Topdeck tour operator also offered online services through they are able to
connect and deal with lot of customers by which market expectations also get promoted.
Augment in accessibility of information- It is an aspect of digital advancement as with
this better accessibility is addressed under which collection and framing of required information
and statistics is considered in moderate mode (Centobelli, and Ndou, 2019). For this Topdeck
tour operator make easier for customers to get reach towards them as with this decision making
also get affected.
Emerging consumer trends and its effect on hospitality industry: -
Tech blast- It is a basis under which savvy and sufficient information is processed within
which effective utilisation of application and website is processed in systematic manner. It has
direct impact productiveness of Topdeck tour operator by which they have offered friendly and
quality services to customers under which sustainability get promoted in advanced mode.
Increased significance of wellbeing and health- It is required that offered services are
health conscious as within this better level of emphasis is induced by which customer
connectivity also get increases. In this Topdeck tour operator get planned for starting spa
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services, exercise equipment and other services as well by making better innovation in sustained
basis.
TASK 2
P3) Examine the stages of consumer decision making journey and map a path to purchasing for a
given tourism service
A consumer decision making is completely dependent over the various factors through
which effectual changes is derived as per rationale, economy, and emotion and irrational (Minca
and Oakes, 2012). It is always been considered by the business as with this balanced level of
motivation, experience, perception and knowledge get promoted through which extensive level
of change is induced with perfection. It is also be used by Topdeck tour operator in order to
make better assumptions under which market spending and its investments is controlled.
The decision making process of consumer: -
Pre-purchase- It is an initial stage in which certain goal is developed by the business
under which customer requirement and its satisfaction is analysed.
Need recognition- It is the uttermost stage in which different need, demand and
satisfaction is analysed by which both internal and external basis is controlled through which
customer satisfaction also get understand in systematic mode.
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Searching and gathering information- In this stage Topdeck tour operator take an
initiative to collect and search adequate information about offered goods and services under
which strong interaction with potential customer is induced by which regular modification in
working standards is addressed with better suitability.
Evaluating the alternatives- It is an aspect through which sustained information is
collected and evaluated by which customer get analysed about the offered goods of different tour
operators (Moutinho and Vargas-Sanchez, 2018). It subsequently assists to make better
judgement by which adequate balance within storage is processed under which lifestyle and
living standards both get advanced.
Purchase- In this customer make its purchasing power decision as by considering and
analysing all the offered goods and services to its customers. In this different basis is considered
such as brand, offering, services, quality, affordability, relevance and time.
Receive- It is a stage at which final decision is taken as with this better delivery is offered
by a business and receives by customers.
Post-purchase evaluation- It is a decision that is taken by a customer as by evaluating
and analysing every condition and offer as with this customer satisfaction and involvement
always get considered in better way as with this quality services also get promoted.
Levels of consumer decision-making: -
Topdeck tour operator has considered the different level of decision making of consumer
and it is as explained below as:
Extensive problem solving- In this consumer get invest about all the different norms as
with this adequate services are selected by which consumer experience get enhanced in timely
frame.
Limited problem solving- It is a level in which consumer get analysed about different
brands and after that select appropriate services through which daily life working also get
promote (Ormond, 2014).
Routine Response behaviour- In this consumer get analysed the purchasing behaviour
and under which brand recognition and awareness both get considered in systematic mode. As
per this, further investment is induced by consumer in order to enjoy certain services.
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P4) Explore why it is important for marketers to map a path for purchase and understand
consumer decision making
The consumer decision making process and its analysis it always is required for the
business as under which marketing campaign is conduced and with this customer satisfaction and
encouragement both get promoted in sustained mode. It is necessary for marketer to map overall
path under which ability of business to manage its market supply along with its demand get
controlled with better sufficiency (Keiningham and et. al., 2020). In this capability of Topdeck
tour operator to influence the business environment and its driver is managed so that they have
offered respective offer to customers by which better clarity and transparency is measured with
effectiveness. It promotes the marketer map under which decision making always get promotes
effectiveness. For this Topdeck tour operator also make sure that quality services is provided by
which sustained improvisation is induced with perfection. There are different factor that is
considered under purchasing power of consumer and it is as illustrate below as:
Pre-purchase- In this stage various factors get analysed as per consideration of
purchasing power of customers that is essential to make adequate investments successfully. For
this Topdeck tour operator maintain clear focus and concern about to increases basis towards
communication channel within this required information is transferred with clarity.
Purchase- It is the next stage in which different advancement is considers which is
offered as by gaining certain experience in past period of instance. In this Topdeck tour operator
and its marketing get concentrate towards effectual advertising by which more of people get
attracted.
Receive- As per consideration of this factor adequate product delivery is attained as by
making effectual understanding of resources that is received from tour operator. In this loyal
customer base is developed by which higher level of satisfaction is processed as per fulfilling
market expectations (Al Marzouqi, Khan and Hussain, 2019). In this Topdeck tour operator
gather relative information from market and with this online and offline services get considered
for that moderate changes is induced.
Post purchase- In this stage customer get analyse overall experience that is either
beneficial or not. For this balanced regard is offered by Topdeck tour operator so that long term
sustainability is maintained by which intense profit margin and sales is increases.
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TASK 3
P5) Compare and contrast key difference of hospitality decision making process in relation of
B2B and B2C.
The hospitality decision making processed is getting changes on the basis of relation in
between B2B and B2C and its services that is used by consumers. As all the marketer has
worked with the objective to gain higher market share and value and it is as furthermore
explained below as:
Decision
making process
B2C B2B
Clear
description
It is referred to business to
customers in which commercial
transaction is processed in between
goods, service and which is
marketed to the competitive place
or to customers directly.
It is more commonly shorthand in
relation to business to business and
describe as business who has customers
has their business and along with this
transaction is processed in between
supplier and manufacturer, wholesaler
and retailer and manufacturer to
wholesaler.
Applications It aids the business to sold its
products and services to customers
as per the usage of their own
personal usage and consist of cloth,
car, landscaping services and many
other as well.
It assist to process strong level of
connection through which different
businesses, employees and clients get
connect in better way.
Examples For instance, an individual want to
purchase smartphone or apple
phone than they would have buy
that from its respective stores.
For instance, a business who
manufacturer furnished goods such as
bed, table, dressing table etc. purchase
the raw material from wood supplier.
Recognising
need
In this consumer make its
purchasing as by analysing their
The business analysed all the need of
customers and then make respective
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need in practical basis. For instance,
to gain learning purchasing of
package is essential.
changes in offered services. For
instance, the purchase of package is
managed by maintaining adequate
stock.
Collection of
information
The consumer get collect relative
information about product that is
available in market (Kandampully,
Zhang and Jaakkola, 2018).
The companies get collect adequate
information from trusted source about
technical information’s.
Identify the
options
In this customers get collect
sustained information from various
options as online search.
Enterprises consider options that are
based on customer attractiveness and
likeliness.
Comparing
alternatives
In this consumer start comparing
about its need and demand and then
select a package of their own choice
and also based on review of other
views.
The purchasing style of business is
analysed and compare with prospect of
other competitors under which quality,
cost, service, budget all get analysed
with perfection.
Select among
various
alternatives
The customer at last select adequate
holiday package as by comparing it
with other alternatives.
The company get manage the other
resources and as per that maintain clear
instruction of services and package.
Evaluating the
results
As after gaining adequate service
customer get evaluate their
satisfaction with other pas
experience.
The business get evaluate the basis of
communication with marketplace and
return on its investment.
P6) Evaluate different approaches to market research and method of research used for
understanding decision making process
The decision making process of consumer is dependent on the favoured outcome through
which appropriate relevancy is induced as per previous services. In this modern era, Topdeck
tour operator get analyse this by which ability to measure the impact and favoured of customers
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so that larger market share and its potential get advanced (Connell, 2013). For this furthermore,
strategies are developed with support of various model that is described below as:
Cognitive view model- In this model the decision making of consumer is analysed and it
define that it is completed dependent on the services that is enjoyed by customers. As per
accordance to this rationale is developed in which balanced satisfaction is induced as after
accomplishment of goals. In this hospitality industry get managed its engagement with consumer
and offered services as per demand and requirement of market. It assists the business to take
appropriate decision making under which more of customers get attracted towards working
efficiency as with this market attractiveness and possibility to achieve long term sustainability
also get advanced on regular basis.
Economic view model- It is a model that is used to rational the customer preferences as
by taking logical decision making and in this benefits and disadvantage get considered as after
analysing gathered information. In this several abilities get considered as per accordance to
quality improvements and advancement. It is also being considered to measure competition so
that profit is gained with adequateness. It is helpful for the business to preview need and demand
of customers and then applicable changes and modification is induced as per necessity and
requirement of competitive analysis.
Passive view model- It is a model that presume that buying behaviour of consumer make
better influence about marketing, promotional and selling of business efforts by which sales is
getting modifies. It basically contrasts the different viewpoint under which decision making and
purchasing technique get managed. It is matched and implies within B2C within which customer
not get related them with market need so that easily get manipulated by business offering. This is
helpful for the business as with this ability to influence customers is analysed with perfection as
through which capability to attract more of customers also get advanced over regular period of
time.
Emotional view model- In this model each consumer gets managed its emotions under
which its responsibility also get affects its behaviour of buying. As customer sometime be more
spontaneous and purchase the product as per necessity so that induces both positive and negative
impact with continuity. For this business maintain target towards emotions of customer by which
it is easy to attain and attract customers so that productive objective is achieved. It is helpful for
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the business as with this ability to respond about working credibility’s of business is affected on
direct basis.
TASK 4
P7) Evaluate how marketers influence the different stages of tourism decision making process.
The decision making process of a consumer reflect adequate market selection and within
this various strategy are developed and designed that bestow market need and customer
satisfaction. There are different factors that affect various stages through which decision making
is promoted and for this Topdeck tour operator also make use of different process that is as
illustrate below as:
Cognitive learning- It is a learning prospect, in which marketers comes with an idea to
manage recent trends as well as behaviour of customers (Bolton and et. al., 2018). In this various
strategies are formulated by which potential customer based is developed and brand image also
get promoted. It makes adequate balanced so as to gain higher competitive benefits so that long
term benefits are achieved so that product deliverable and growth both get advanced. For
example, business has provided direct message and information to its customers under which
decision making ability of business is affected on direct basis and with this different decision is
provided as per suitability of adequate situations.
Perception- It is a prospect in which international marketing is adjusted as with this
market perception is gathered that is related to offered goods. In this Topdeck tour operator make
sure that advance level of engagement is induced so that basic products and services get cleared
within marketplace. In this relative significance is opted within which customer improvisation is
developed by which profit and market share both get developed. As customer also get connect
with quality and feature through which buying and selling is collaborated with prospect of
market productiveness. For instance, if a family has planned to go for a holiday trip than they
would have analyse all the relative places and condition that is related to rate of expenditure of
workers. In this certain level of awareness is necessary that is developed by facing different
situations through which promotional content is provided by business that has direct impact over
perception change of customers.
Behavioural theory- It is a theory within which purchasing power and behaviour of a
customers get managed and it has direct influence towards decision making. In this individual
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behaviour, attitude, characteristic and prospect is required to controlled by which adequate
correspondence is measured with effectiveness. For this flexible surround is developed so that
overall operations and function is advanced by which consumer trend and preferences is
improvises. For instance, the buying and behavioural theory of the customers get changed as per
their requirement and market productiveness and with this all the business worked to offer
suitable framework under which ability to attract more of customers is advanced over certain
period of instance. In respect of travel and tourism or as Topdeck ensure to offer valuable
outcome and for this induce suitable changes which is in favoured of customers and its
attractiveness.
CONCLUSION
It has been concluded from the above report that consumer behaviour and its insights get
changes as per the timely basis and with this responsible changes is inducing by the business as
well and with this its working standards is managed. For this various factors as social, personal,
cultural and psychological is analysed by which working attitude and behaviour also get
modified. In this the consumer decision making also get analysed in which purchasing power of
the customer get analysed by which business also make replicate change to enhance its
productiveness. Moreover there are different stages of customer’s decision making that get
changes as per offered services and in this it is required that collective advancement is offered in
systematic mode.
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REFERENCES
Books and Journals
Al Marzouqi, A.H., Khan, M. and Hussain, M., 2019. Employee social sustainability: Prioritizing
dimensions in the UAE’s airlines industry. Social Responsibility Journal.
Al Sarrah, M., Ajmal, M.M. and Mertzanis, C., 2020. Identification of sustainability indicators in
the civil aviation sector in Dubai: a stakeholders’ perspective. Social Responsibility
Journal.
Bolton, R.N. and et. al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management.
Centobelli, P. and Ndou, V., 2019. Managing customer knowledge through the use of big data
analytics in tourism research. Current Issues in Tourism. 22(15). pp.1862-1882.
Connell, J., 2013. Contemporary medical tourism: Conceptualisation, culture and
commodification. Tourism management, 34.pp.1-13.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Keiningham, T. and et. al., 2020. Customer experience driven business model
innovation. Journal of Business Research. 116. pp.431-440.
Minca, C. and Oakes, T. eds., 2012. Real tourism: practice, care, and politics in contemporary
travel culture (Vol. 26). Routledge.
Moliner-Tena, M.A., Monferrer-Tirado, D. and Estrada-Guillén, M., 2019. Customer
engagement, non-transactional behaviors and experience in services. International
Journal of Bank Marketing.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Ormond, M., 2014. Medical tourism. The Wiley Blackwell companion to tourism. London: John
Wiley & Sons. pp.425-34.
Roos, M. and Bekker, J., 2018. Managing customer experience using data analytics in a
partnering venture.
Scott, D., Hall, C. M. and Gössling, S., 2012. Tourism and climate change. Impacts, adaptation
and mitigation. London.
Theobald, W. F. ed., 2012. Global tourism. Routledge
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