Analysis of Tourism Consumer Behaviour and Decision-Making Process

This report delves into the multifaceted realm of tourism consumer behavior, examining the various factors that influence consumer decisions and attitudes within the tourism and hospitality sector. It begins by evaluating the impact of cultural, social, personal, and psychological factors on consumer behavior, using the 'Belmond hotel' as a case study. The report then explores the evolving consumer trends driven by digital technology, highlighting its influence on safety, booking processes, and overall customer experience. A significant portion is dedicated to analyzing the consumer journey map, illustrating the stages of pre-purchase, purchase, and post-purchase activities. Furthermore, the report compares and contrasts decision-making processes in Business-to-Consumer (B2C) and Business-to-Business (B2B) contexts. It assesses different market research approaches employed to understand consumer decision-making. The report concludes by discussing how marketers can influence the various stages of the tourism decision-making process, providing valuable insights into attracting and retaining customers in the competitive tourism industry.

20 Tourism consumer behaviour and
insight

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P1 & M1 The different culture, social and other factor influence consumer behaviour and
attitudes.......................................................................................................................................3
P2 Exploring new consumer trends changing due to digital technology....................................4
LO 2.................................................................................................................................................5
P3 The stages of consumer journey map.....................................................................................5
P4 Importance of understand consumers decision-making for marketers..................................7
LO 3.................................................................................................................................................8
P5 Compare and contrast decision-making process in context of B2C and B2B.......................8
P6 Evaluating different approaches to market research for understanding decision-making.....9
LO 4...............................................................................................................................................10
P7 Marketer can influence different stages of tourism decision-making process.....................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour is the study of individual customers, group and organization select,
buy and use goods and services to satisfy their needs and wants. Consumer is the king of
Tourism and hospitality sector. The present report is based on the “Belmond hotel” which is
leisure company that is operates luxury hotels and others services to their customers. The report
will evaluate different culture, social and other factor which influence consumers behaviour and
attitudes. This will also explore consumer trends changing with digital technology. The study
will examine by the different stages of decision-making with consumer journey map. This will
also compare by decision-making process B2C and B2B with specific example. Study evaluate
the different approaches to market research and method in order to understand decision-making g
process. This will also evaluate a different stage of tourism decision-making process.
MAIN BODY
LO 1
P1 & M1 The different culture, social and other factor influence consumer behaviour and
attitudes.
Consumer behaviour is the proper study of how individual customers and group use and
dispose idea to satisfy needs and wants of customer. This refers a such cations of consumer in the
marketplace and that are underlying motives for those actions in effective manner. There are
some important factors those are influence consumer behaviour and attitude. Those factors are as
follows:
Cultural factor:
Cultural factors plays a very vital role in determining consumer behaviour towards
tourism industry. Culture is very complex brief of human behaviour that include then society and
roles of society plays and custom or traditions (Achar, Agrawal and Duhachek, 2016). This
influence the behaviour and attitude of customers because of changing culture at hotel and
another place where customer is going for spending holidays. For example: if customer is going
at another country for enjoy and their culture is totally different from their client country in that
case their food and culture changes are influence behaviour and attitude of customers.
Social factors:

There are different types of social factors which influence customers behaviour and
attitudes in the tourism context like reference group, family, role and status. For example: in the
social factor reference group have the great potentially influenced consumer behaviour because
of making effective senses of work. Most of the time customer ask with their reference people
and group before purchasing any product and service with any hotel and travel brand. They take
feedback from other than decide to take those services form particular group. Through that social
factor is influence consumer behaviour and attitude in tourism sector.
Personal group:
A number of personal group and factors also influence the consumer behaviour and
attitude. This includes age and way of life, occupation, financial situations, life style and other.
For example: financial and economic situations of consumer is influence decision-making power
and his buying behaviour. If income of consumer is high and savings are enough then they will
able to purchase more expensive products (Alavi and et.al., 2016). But, on the other side, if
income of customer is lower than they will not able to purchase expensive product and services.
Through that personal factors is influence consumer decision-making and attitude in tourism
factor.
Psychological factor:
The psychological factor is also the part of those factor which can influence consumer
decision behaviour and attitude. This includes motivation, perception, learning and experience as
well as attitude or beliefs. For example: learning and experience is influence consumer
behaviour and attitude towards the business and tourism sector. If customer have proper
knowledge and information of hotel and travel services and product in the negative manner than
they will not purchase those services form company because they have experience about product
and services of hotel and travel and tourism sector.
P2 Exploring new consumer trends changing due to digital technology.
There are various consumer trends in the tourism sector which are often by digital
technology. Nowadays digital technology plays an important role in the hospitality and tourism
industry because this help to save time of customers and give more options for purchase services.
New consumers trends changing due to impact of digital technology are as follows:
 Nowadays digital technology is more advanced and have the great impact on customers
because of more safety and options provider (Carpenter and Yoon, 2015). For example:

first when consumer go in hotel and travel for spending holidays that time have a lock
and key facility but now growing technology environment Recognition technology is
come up with figure print scanning for unlock the room. This may impact and influence
consumer behaviour and attitude toward tourism sector because with this technology they
feel more safety at hotel and travel of their luggage.
 Before, tickets are booked only on stores and official office of hotel and traveller. But
now day smartphone integration is more important than every before and it is one of the
best digital trend where customers are easily booked their services as per their
requirement by seeing different and more options of work. Through that, technology
hotel and travel are provide facilities to book their room, restaurant reservation and other
facility with more options. This influence consumer behaviour and attitude in order to
books room from apps.
Those are new trends which are occurs from digital technology. This influence decision-making
process of customer towards purchasing products and services through company in effective
manner (Frederiks, Stenner and Hobman, 2015). Digital technology is provided a more options
to customers about products and hotel and travel services with review and discounts as per
traditional or physical stores. This may influence consumer for purchasing those service from
online stores in effective manner.
LO 2
P3 The stages of consumer journey map.
The consumer journey map is more important and effective for understand the different
activities and experience of customer in effective manner. This help to solve different problems
which can be faced by manager at the time of consumer journey are as follows:
Consumer journey map:
Touch
points
Pre purchase Activity Purchase Receive Post purchase
Booking
room
In this
customers pre
book room of
hotel by
E-mail,
Advertiseme
nt and from
the official
Here, they
take decision
to purchase
room by
Here,m
customers are
get notification
from the hotel
At this stage
customers are
carry out the
different and mix

collecting
such
important and
effective
information
from such
respective
source. This
help to get
discount in
the future.
websites of
hotel (Huang
and
Benyoucef,
2017).
determining
those factors
which are
help to
satisfying
needs and
wants of
customers.
manager and
confirmation
letter about their
bookings. This
provides the
effective surety
to customers
about their
bookings. In this
respect if
customers are
get discount and
offers than they
are highly
attracted towards
and availing
such effective
services.
feelings about
their booking
services. This
feeling is arises
from good and
services which
are offering by
hotel is good or
with the best
quality of
product and
services.
Through that
they are attracted
to with their
booking rooms as
per they needed.
There are four view of model which are as follows:
Illustration 1: Journey map
(Source: Effective Customer Journey Map, 2018)

 Economic: As per this model, consumer are take decision rational before purchasing
product and services form company. Passive: In this customers are take decision for purchasing product and services after
showing promotional activities (Kurtzman and Greene, 2016). Emotional: This model is refers, customers more emotional at the time of purchasing
goods.
 Cognitive: This is the best model because at their customers are take decision as per their
interest and taste.
P4 Importance of understand consumers decision-making for marketers.
The marketer has plays an very important and effective roles in order to examine a
mental structure of consumer regarding availing the products and service. In that customers are
faces different problem for purchasing products and services as per various available options in
market place. For that hospitality and tourism sector uses the Heuristic approach to attract more
customers towards product and services as per requirements. The marketing mix are as follows: Product: The product is the main and effective part of the consumer decision-making
which have to be known by marketer in effective manner. In that manager have to offers
the best quality of product and services to customer for attracting more. Place: This refers proper and effective place where customer are easily got and use the
product and services in effective manner (Maniatis, 2016). In case of the tourism sector,
matter ordering and booking online ticket which is also available on the near place with
lower prices. Price: The price of product is also matter in customer life, penetration pricing strategy to
attract more customer.
 Promotion: In respect of taking proper effective decision promotion is more matters and
is the best method, to attract more customer towards company.
Consumer decision-making process can be influenced on the basis on online transaction and
payment policy. Because through that various problems and issues are arises like online hackers
and others in respective manner.

LO 3
P5 Compare and contrast decision-making process in context of B2C and B2B.
Consumer decision-making process are more important and effective for the business and
for its growth factors. Decision-making is the best process of making choices by identifying
decision, collecting more information and different alternative sources. Here is includes 7 steps
of effective decision-making in the tourism sector and this help to customers in order to take
decision for Belmond hotel and travel are as follows:
Step 1: Identifying decision: Here, is customers realize a needs for taking decision and this
clarifying stage of decision-making.
Step 2: Collect information: At this stage, consumer are collect and gather more relevant
information about product and service in effective manner from the best sources (Moraes and
et.al., 2019). Collection of information are more important stage of consumer decision-making
process because this help to consumer for taking decision for purchase product and services from
Belmond hotel and travel.
Step 3: Identify alternatives: After collecting information from source, here consumers are find
and identify all alternatives and several possible paths of booking and buying services form hotel
and travel.
Step 4: Weigh evidence: Draw their information with specific emotions for why it is perfect with
rate, price, facility, comfortability and others. This stage is very difficult for consumers to taking
one best option from various options.
Step 5: Select best one form all alternatives: After weighed all the evidence, here is customer is
select one best option and hotel and travel as per their research.
Step 6: Take action: At this stage consumer is ready to take some positive action for
implementing one best hotel and travel which is Belmond hotel and travel.
Step 7: Review the decision: In the end of stage consumers decision-making process, here they
review and check their decision and imagine its result which is positive or not.
This process is help tom consumer for taking best decision for select one best hotel and
travel form the various option (O'Rourke and Ringer, 2016). On the other side B2C and B2B is
also process of consumer decision-making process which as follows:
Business to business (B2B):

Business to business marketing is focus on the logic of the product and its features. This
refers to the business that is conducted between companies rather than between company and
consumers. In that product is direct sales to other branch company.
Business to consumer (B2C):
Business to consumer refers to the process of selling products and services directly
between consumers and the users of its products or services in effective manner. In that manager
of Belmond direct sales their services to their customers without using any agent between us.
Difference between Business to Business and Business to Consumer are as follows:
Basis Business to business Business to consumer
Definition In this selling of goods and
services between companies
which is called as business to
business.
In that selling of product ad
services to consumer which is
known as business to
consumers.
Need to focus Business to business marketing
required the best a strong
relationship between people
and companies (Oke and
Olujobi, 2016).
On the other side, business to
consumer marketing is
required to make focus on
quality of goods and services
which is provided by
company.
Chain In this company have to make
proper supply chain that is
Supplier to Manufacturer
Manufacturer to Wholesaler
Wholesaler to Retailer
In this hotel and travel
manager make chain which is
Retailer to Consumer
P6 Evaluating different approaches to market research for understanding decision-making.
There are different approaches to market research for understanding decision-making
process which is help to consumer in order to take effective and best decision for selecting the
best hotel and travel options which are as follows:
Different skill-set:

The B2B market research is required a different skill at the every level of work and
responsibility. In this researcher is direct call to client and take telephonic interview. This one of
the key areas of success to many of B2B research projects is the skills. This help to collect
proper information about services Belmond hotel and travel service. Other side, in the B2C.
Manager is also got feedback form customers about reviews of services.
Sample size:
In that, sample size is smaller for this research because in that limited sources of work
and products. Through the smaller sample size in the B2B it is less common as per weight is on
the dataset in order to ensure about the overall samples in effective manner (Rezaei, 2015). On
the other side, B2C marketing have the larger number of sample size because in that customers
are use products and services, as per that provide feedback of quality of service either it is
positive or negative.
Geographical spread of respondents:
In the context of B2B market target customers are different as per country which means it
can often be impossible to conduct in face to face focus of group market in effective and
respective manner. On the other side, in the B2C marketing have fixed target customers because
of product and services done in the proper manner.
Importance of Tele depth interview:
The Tele depth interview is the process and effective business tool, in that manager of
Belmond hotel and travel take interview work better than face to face interview, that is very
costly. This help to customers in order to provide proper and specific views about product and
services of company in effective manner. On the other side, with this interview other company
manager share their views with others.
Those are the effective methods which are help to collect information and research of
market as per customers and companies. This help to manager and researcher in order to
understand decision-making process of consumers (Yacout and Vitell, 2018). This may influence
the decision-making process of buyer.
LO 4
P7 Marketer can influence different stages of tourism decision-making process.
There are different stages of tourism decision-making process which can influence by
marketer in respective manner. This process and stages are as follows:

Problem recognition:
The most of the decision-making starts with the same sort of the problem. The consumer
may develop a need or want which can be help to satisfy customers needs by knowing that in
effective manner. This affected by a marketer because of showing different aspects and problems
(Achar, Agrawal and Duhachek, 2016). For example: consumer going at Belmond hotel for
books their rooms as per their requirement but in that case, in the hotel rooms are not available as
per consumer requirement than marketer shows other rooms with more benefits for influence
customer to purchase that available rooms.
Search process:
It is the second stage where customers are looks for collecting information and
knowledge about products and services. They collect more information from market source,
technology and families friends and as per culture. This process is also influence by marketer in
order to get specific comments and work. In customer are check view on social media apps here
manager is shows various effective thinks and extra features about their hotel services through
that customers are attracted towards that and take decision to purchase that services of hotel. This
influence decision-making process of consumers.
Evaluating alternatives:
At these stages customers are evaluated different alternatives of product and services by
determining factors that will satisfied needs and wants of customers or not. This can influence by
marketer with showing different features and extra discount on their services (Alavi and et.al.,
2016). This influence decision-making process of customers by seeing those extra facilities.
Selection stage:
At this stage, consumer are select one best option after evaluating various alternatives in
effective and negative manner. This creates more difficulty for customer because they are not
able to make effective changes as per requirements. This is the best stage where customer are
select best one by influence with marketer.
Evaluation of decision:
This stage customers review their decision and make other decision as per work like it is
best or not, does it satisfy needs, this can provide benefits to them. This stage is more complex
because here have risk from marketer to influence customer decision. For example: customer is

select Belmond hotel, they check its review and but at that time they other hotel with best offers.
This affect customer and influence for move others.
The above discussion is shows a different stage of consumers decision-making which is
influence by marketer by showing other various features and offers of services.
CONCLUSION
From the above study it had been concluded that the consumer has the king of tourism
and hospitality sector because they have power to influence other and influence by marketer in
effective manner. This report had been covered by culture, social, personal and psychological
factors had affected and influence consumer behaviour and attitude toward products and
services. It had been concluded that the digital technology has also impact to consumer and
created new trends. The consumer journey map had helped to marketer for understand decision-
making process of customer. On the other side, technology and marketing mix had affected to
decision-making process of customers. B2B and B2C marketing had been affect to customers
decision-making as per sample size and skill sets. There had been included that the different
stages of consumer decision-making which has influence by marketer.