Analyzing Consumer Decision Making Process for Tourism Packages

This report provides a comprehensive analysis of the consumer decision-making process within the tourism sector, specifically using TUI UK and Ireland as a case study. It outlines the stages of consumer decision-making, including problem recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. The report emphasizes the importance of mapping the consumer's purchase journey and understanding the impact of heuristics on decision-making. It highlights factors influencing consumer choices, such as destination, areas to explore, value, and pricing. The report stresses the importance of customer satisfaction and how understanding consumer behavior can enhance sales and market reputation. The role of heuristics in influencing decisions is also discussed. The report also includes relevant references to support the analysis.

Tourism

Contents
Stages of consumer decision making process..............................................................................3
Map a path for purchasing the package holiday for a tour operator...........................................3
Why it is important to map the purchase of consumer decision journey from............................4
Why it is important to understand the consumer decision making in the tourism sector............4
Explore the influence of heuristics on decision making of the tourism sector............................4
REFERENCES................................................................................................................................6

Stages of consumer decision making process
For the TUI UK and Ireland tourism organisation, there are several stages of tourism mentioned
below –
The consumer decision process is defined as the stage which is used for analysing the consumer's
on the basis of services and provide them the most effective product or service (Kumar, and et.al,
2018 ). In context of TUI UK and Ireland tourism, the decision making process of consumer
includes the following stages
Problem or need recognition- this is the stage in which consumers are able to identify what are
the problems they are facing regarding this tourism and what are they new ways they required in
their service.
 Information search- after analysing the problems associated with customers in regards to
the service provided by the tourism organization , it is analyst that more research's and
service are conducted by the company to know what are the different ways by which
queries of customers can be solved.
 Evaluation of alternatives- one way to enhance the customer satisfaction in tourism is that
places selected for tourism are on the demands of customers (Bangsa, and Schlegelmilch,
2020). A proper research must be done which can provide information about different
places and under covered areas where customers want to visit. It provides help in
managing different areas and providing good services to customers according to their
demand.
 Purchase- this is defined as the consumer decision making step in which a final product
or service is provided to customers and it is based upon the new service which is not
associated with previous problems which customers were facing.
 Post purchase behaviour- when service is provided to the customers feedbacks are taken
from them in order to know what are they different problems which customers are still
facing and how to overcome them.
Map a path for purchasing the package holiday for a tour operator
The customers when want to plan a tour, they focus upon following factors –
 The place where tour is planned.
 Different areas which customer want to explore including hills, mountains, sea, etc.
 Value of that place

 Pricing of that place and making sure all elements including possible commissions are
included in the overall costing.
Why it is important to map the purchase of consumer decision journey from
It is very essential for mapping the purchase of consumer decision journey as it helps in
managing different viewpoints of customers and how they are reacting to the services provided
by a company (Mehta and Dixit, 2016).
Pre purchase - In context of pre purchase it has seen that customers are already emphasize sing
upon viewpoints given by earlier customers regarding the service provided by this tour operator.
Hence, it is very important for this tourism organization to provide happy and satisfied service to
all customers.
Purchase - In the purchase stage, It is concluded that final service of tour is provided to the
consumer's and company and shows that all the facilities are according to the demands of
customers.
Receive - Receiving stage is the starting off journey where customers are going on tour. There is
evaluation of different services like accommodations, transportation, security, safety which is
provided to customers throughout the tour.
Post purchase - Post purchase is the last stage of consumer decision making process And in the
way of in the way of feedbacks, consumers can provide their suggestions and advices to the
company in order to improve the tour services they are provided.
Why it is important to understand the consumer decision making in the tourism sector
It is very important to understand the consumer decision making process while making the
tourism and tour plans because for the tourism industry, customers are the main assets. When
people will be satisfied and happy from the services of tour they are provided by company then it
will be easy to enhance sales and profit as well as reputation within market (Stankevich, 2017).
This is a convenient way for company to reach various potential customers.
Explore the influence of heuristics on decision making of the tourism sector
There are several heuristics on decision making of tourism sector. Human beings have
different ways of reaching any conclusion. It is seen that within the context of tours and travel
plans, organisations have to focus upon customer’s needs and demands. In this way, profits can
be earned.

REFERENCES
Books and Journals
Bangsa, A.B. and Schlegelmilch, B.B., 2020. Linking sustainable product attributes and
consumer decision-making: Insights from a systematic review. Journal of Cleaner
Production, 245, p.118902.
Kumar, A., and et.al, 2018. Predicting changing pattern: building model for consumer decision
making in digital market. Journal of Enterprise Information Management.
Mehta, R. and Dixit, G., 2016. Consumer decision making styles in developed and developing
markets: A cross-country comparison. Journal of Retailing and Consumer Services, 33,
pp.202-208. Eom, H.J., Youn, N. and Lee, M.J., 2020. Validation of Consumer Styles
Inventory for consumer decision making styles. Journal of Consumer Affairs, 54(3),
pp.836-853.
Stankevich, A., 2017. Explaining the consumer decision-making process: Critical literature
review. Journal of.