British Airways Holidays: Understanding Consumer Behavior in Tourism

This report provides an analysis of customer understanding within the tourism sector, specifically focusing on British Airways Holidays and their strategies post-COVID-19. It identifies key factors influencing consumer behavior in tourism, such as seasonal changes, economic conditions, political aspe...Read More

Understanding
customers

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY..............................................................................................................................4
Identification of factors that affect consumer behaviour in different marketing and businesses
contexts, including tourism.........................................................................................................4
Demonstrating understanding of contemporary consumer behaviour theories, concepts and
models and their application.......................................................................................................5
Demonstrating practical implications of consumer behaviour theory........................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In the development and functioning of a business, understanding customers is a major
aspect which needs to taken into consideration by a business. In the recent times, understanding
customers is one of the major priorities of a business which helps in overall growth of a company
(Agyeiwaah, and et.al., 2019). All major companies in the international and national marketplace
focus on understanding customers and their needs in order to perform major operations in a
systematic and precise manner. In this report there is a brief analysis on how tourism business
are promoting themselves after lock downs imposed by government. This report also covers
usage of digital platforms related to a business which are Snap chat, Instagram , Twitter, VLOGS
and influencers. In this project, digital platforms which are used by a business to communicate
and reach customers are also explained. In this report example of British Airways holidays is
taken into consideration which is a major company dealing in travelling services all across
United Kingdom.

MAIN BODY
The COVID-19 pandemic has created a devastating impact on different business
organisations which are related to major sectors of the economy. Pandemic has also created a
major impact on tourism sector and many tourism based companies has suffered big loss.
Government of United Kingdom imposed lock down for a longer period of time which resulted
into closure of various international and national companies. It is now the major role and
responsibility of tourism sector companies and government to develop strategic and major
planning framework in order to lead the marketplace and revive business organisations. It is also
major role of tourism sector based companies to follow rules and regulations developed by
government for effectively maintaining business activities (Bowen, and Whalen, 2017). The
British Airways holidays should also develop key approaches with the help of strategic
management in order to lead the marketplace. It is major role of a company to also develop key
competitive advantage with the help and support of various theories and models that are
important for systematic growth of company. In the tourism sector, it is important for different
companies to focus on development of various tools and techniques which are helpful in
attracting large number of customers (Sharma, and Nayak, 2019). Digital technology like use of
advanced computer systems and software can help a business to develop major approach in
reaching various customers in a quick manner.
Identification of factors that affect consumer behaviour in different marketing and businesses
contexts, including tourism
It is the study of buying behaviour of customers and how they decide to buy a product
that satisfy the needs and wants. It is important for marketer to understand the expectation of
customers and make them buy a product. It helps the business to increase its market share,
profitability and its brand image in the market by innovatively selling its goods and services in
the market (Škare, Soriano, and Porada-Rochoń, 2021). There are five factors which influence
the tourism which are seasonal changes, tough economy, political aspects, special events and
inclement weather. It is explained in detail in context to British Airways Holidays.
Seasonal Changes
It is a common angle to modify the marketing message. It highly influence the tourism as
many people love to go hilly areas in the summer seasons and vice a versa. At certain destination
the shift from winter to spring brings audience from different type (Cham, and et.al., 2020).

Many people also tend to travel in groups on holidays to visit family and friends. In context to
British Airways Holidays, it makes the attractive trip packages which influence the consumers to
plan the 3-4 day trip with friends and family.
Tough Economy
This factor will affect when, how long and how far travellers will take trip when the
people are going through tough economy. It will affect the spending on destination which is
economical and not so far in distance to value driven and local residents (Scott, and Le, 2017). In
context to British Airways Holidays, due to covid19 it highly affect the economy of the world so
the company makes low budget trips near the distance of local residents in their budget to travel
and enjoy.
Political Aspects
It is directed by political clearance as it result to bear in mind restrictions to travel or
increased sensitivity or higher security enforcements. Marketers need to shift to public
perception campaigns asking for comforting guests if there is threat in destination. In context to
British Airways Holidays, it makes satisfactory as it makes awareness campaigns and comforting
guests to travel securely.
Special Events
It helps to plan the entire trip of special events such as concerts, film festivals, sporting
events etc. and make the bookings in months advance in state, region or world wide to boost in
visitors. In context to British Airways Holidays, it starts booking in advance for the special
events through internet and online for various big concerts, special festivals through digital
platforms like Instagram, snap chat as these influence the travellers a lot.
Inclement Weather
It heavily affect the market plans at the last minute due to unexpected weather conditions
and it makes strategies which focus on discounts, coupons etc. which attracts customers (Tasci,
2017). In context to British Airways Holidays, it influences travellers as they gives special
discounts offers, coupons during and after the season to enjoy the travel.
Demonstrating understanding of contemporary consumer behaviour theories, concepts and
models and their application
Consumer behaviour is basically studying the aspects of individuals which decides their
purchasing patterns or what influence their decisions in availing a service (Dixit, Lee, and Loo,

2019). Consumer behaviour theory in travel and tourism is mainly associated with the factors
which are representing their desires to explore and experience various cultures and to visit
beautiful attractions all around the world. In context to the British Airways Holidays, the major
factors and theories that determine the aspects of consumer behaviour are stated below:
Geographical factors: The theory of geographical factors state that individuals are tend to avail
the facility of tourism and travel companies in order to explore the climate and natural attractions
of other places. These geographical factors are crucial in deciding the place or influence the
behaviour of individuals in availing the services of the British airways holidays.
Social factors: The social theory of consumer behaviour implies that individuals are tend to avail
the facilities from British Airways Holidays of travelling from one place to another in attempt to
explore cultures of different countries and improve interaction. Also, these includes individuals
requirements to travel to other places to meet members of family and friends as well as to attend
traditional ceremonies and community organisation.
Fulfilling educational purposes: Other important factor which defines the patterns of consumers
for buying travelling services is to fulfil some educational purpose (Nawijn, and Biran, 2019).
Individuals approach the British airways holidays in order to migrate from one place to another
for completing an educational course or taking diplomas.
Financial factors: These relates to the purpose of making a business deal and individuals need
to travel for business or corporate purposes. Individuals travel form one place to another to
attend business seminars or meetings.
Self-interest: According to the self accomplishment theory of consumer behaviour, an individual
is inclined towards tourism or travel services to satisfy his personal desires or to accomplish
personal interests.
Demonstrating practical implications of consumer behaviour theory
In the tourism and travel industry, consumer behaviour affects the choices that business
are providing in order to satisfy and fulfil the requirements of customers. In context to the British
Airways Holidays, Consumer behaviour was greatly affected from the course of pandemic which
has resulted in declining number of revenues for the company and reduced its profitability
margins. The company has faced downfall due to changing patterns of consumers as individuals
restrained their personal interests and limited the scope of their travel activities to a great extent.
Consumer behaviour was greatly affected as the growing threat of pandemic has resulted in

declination of their luxury needs and their urge to indulge in leisure activities (Pforr, Dowling,
and Volgger, 2021). Moreover, the restrictions imposed by government discontinued the
operations of British airways holidays. As soon as these restrictions are lifted, the company tried
to attain maximum engagement of consumers in availing their travelling services. The
organisation make effective use of a range of social media techniques and promoted their
operations and offers through their online sites. Moreover, it make effective use of advertising
their operations through influencers as audience on Instagram is greatly inspired by them. The
organisation also provides consumers with the facility of online booking as individuals find it
convenient (Ulker-Demirel, and Ciftci, 2020). The company promoted their operations and offers
via Instagram in order to promote individuals to buy services of the British Airways Holidays.

CONCLUSION
From the above stated report it can be concluded that, it is essential for a tourism sector
based business to promote itself after the impact caused by pandemic. In the recent times, it is
important role of a company to focus on development of systematic operations for overall growth
achievement after pandemic. All major companies which are providing services to tourism sector
should focus on developing business practices with the help of information and technology in
order to perform customer retaining operations. The project also concludes focus of a business
on digital approach using social media websites for retaining major customers of an organisation
after pandemic.

REFERENCES
Books and Journals
Agyeiwaah, E. and et.al., 2019. Understanding culinary tourist motivation, experience,
satisfaction, and loyalty using a structural approach. Journal of Travel & Tourism
Marketing, 36(3). pp.295-313.
Bowen, J. and Whalen, E., 2017. Trends that are changing travel and tourism. Worldwide
Hospitality and Tourism Themes.
Cham, T.H. and et.al., 2020. Brand Image as the competitive edge for Hospitals in Medical
Tourism. European Business Review.
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science, 29(2), pp.151-161.
Nawijn, J. and Biran, A., 2019. Negative emotions in tourism: A meaningful analysis. Current
Issues in Tourism, 22(19), pp.2386-2398.
Pforr, C., Dowling, R.K. and Volgger, M. eds., 2021. Consumer Tribes in Tourism:
Contemporary Perspectives on Special-interest Tourism. Springer Singapore.
Scott, N.O.E.L. and Le, D.U.N.G., 2017. Tourism experience: A review. Visitor experience
design, 5.
Sharma, P. and Nayak, J.K., 2019. Understanding memorable tourism experiences as the
determinants of tourists' behaviour. International Journal of Tourism Research, 21(4), pp.504-
518.
Škare, M., Soriano, D.R. and Porada-Rochoń, M., 2021. Impact of COVID-19 on the travel and
tourism industry. Technological Forecasting and Social Change, 163, p.120469.
Tasci, A.D., 2017. Consumer demand for sustainability benchmarks in tourism and
hospitality. Tourism Review.
Ulker-Demirel, E. and Ciftci, G., 2020. A systematic literature review of the theory of planned
behavior in tourism, leisure and hospitality management research. Journal of Hospitality and
Tourism Management, 43, pp.209-219.