Consumer Behaviour and Decision-Making in Tourism (TUI Travel Plc)

This report examines consumer behavior and decision-making processes within the tourism industry, focusing on TUI Travel Plc. It begins by analyzing the stages of the consumer decision-making journey, including problem recognition, information search, alternative evaluation, purchase, and post-purchase behavior. The report then explains the importance of mapping the path to purchase for marketers, emphasizing the need to understand consumer decision-making to develop effective marketing strategies. It compares and contrasts the key differences in decision-making processes between Business-to-Consumer (B2C) and Business-to-Business (B2B) contexts, providing specific examples. Finally, the report evaluates different approaches to market research and methods used to understand the decision-making process in both B2C and B2B contexts, such as surveys and interviews. The report highlights the importance of understanding consumer insights to achieve business goals and generate revenue within the tourism sector.

Unit 37: Consumer
Behaviour and Insight

INTRODUCTION
Tourism is one of the important hospitality sector which helps out to maintain the
business for pleasure and also being located on different areas as an act for travelling medium. In
order to maintain a travelling area as an environment it is important to frame to travel in any
environment and duration of 24 hours but that should not be more than one year. As consumers
and customers are the most important persons of the company is in the tourism industry the
customers used to playing very important role as they helps out to reach the goals in generating
the revenues (Ayimey, and et.al.,2021). In all the business practises customer insight helps out
to maintain a proper strategy through which the requirements of the customers can be fulfilled. It
is an advance area which used to cover all the important sectors Like transportation, airline,
railway, in many more. The organisation for this report will be TUI travel Plc As it is a British
travel group which is being situated in UK and founded in 2007. This report will cover all the
important influence regarding the consumer attitudes with the maps in the path in order to
purchase in the tourism industries further it will also cover the research through which the proper
understanding can be made regarding the tourism decision making and also the stages through
which the marketers can be influenced regarding the tourism sectors.
MAIN BODY
P1 Explain and analyse the stages of the consumer decision- making journey for a given
product/service
Consumer decision making process is mainly the method which is being used by the
customers so as to take a decision regarding all the essential areas of the market (McMillan, and
et. al.,2019). It helps out to serve various options that are being given to the consumer and also
provide the processes through which the requirements, needs and all the demands of the
customers can be fulfilled. It covers five stages of consumer decision-making which are
mentioned below:
 Problem recognition: This is the first step in all the decision-making process for the
consumer as it helps out to recognise all the issues that are being faced by the consumers

and try to solve those issues by fulfilling the needs and the requirements of the
individuals. It covers out the solution through which a proper searching can be
maintained of the consumer by covering their issues and satisfying their needs. The TUI
travels Plc try to get complete knowledge regarding the purchasing behaviour of the
consumers and the requirement that is being made in the competitive areas of markets.
 Information search: It is mainly the second step through which the information is being
collected from all the available resources so that a proper solution can be made It mainly
helps out to collect all the information through which a proper satisfaction can be given
out to the customers and the consumers to satisfy their requirements and a proper
decision making skills can be framed out. TUI travels Plc try to make sure as all the
important information for the customers and try to use the search engine optimisation in
order to fulfil the requirements of the consumers (Graves, and et. al.,2018).
 Alternative evaluation: This is mainly the third step through which the consumer used to
decide regarding the evaluation process which is being implemented. It helps out to set
criteria through which the solution for the business practice can be maintained out. TUI
travels Plc implement out proper communication with the consumers in order to make
them know and get the complete knowledge Their requirements. It used to be
communicated by email and by a person nice message on website through which
consumer can easily communicate with the company about the requirements they need.
 Purchase: This is the further step in which consumer have to take the decision regarding
all the options that has been given to them by the company they try to build the solution
for all the problems that has been advised earlier. TUI travels Plc take the feedback from
the customer on the regular basis so that they can maintain the changes that will be
required in the services that have been provided by them for the customers (Mascuch, and
et. al., 2018).
 Post purchase: It is mainly a method through which consumers used to take the decision
regarding all the purchase activities they have to be taken. It usually apply to the
customer from all the values that is being given to the company in initial basis. It is the
important role of TUI travels Plc as in case if they want to maintain relationship with the
customers on a long-term basis we try to give the value to the customers by collecting all

the feedbacks and by evaluating and analysing the decision that are being important for
the customers needs and requirements.
P2 Explain why it is important for marketers to map a path to purchase and understand consumer
decision- making.
Marketing is one of the most important factors in all department as it helps out to enhance
the growth of the business and also implements of the strategies through which a proper reach to
the customers can be maintained. There are various methods through which marketing can be
take place it helps out to implement the path through which the consumers can be reached out by
the companies in a direct manner. As it requires an effective teams in order to make the
purchases to bring for a decision making programs and also to influence them regarding the
decision making process for the customers (Stanciu, and Papasteri,2018).As to develop the
functional area and to execute a proper proper planning and promotional activities it is important
that customers are to be informed Regarding the strategies, influencing offers and all the
attractive segment through which they can easily purchase all the services that are being given by
the company. TUI travels Plc helps to reach to the customers and also maintain all their
marketing departments and the teams to focus on the requirements that are being faced by the
customer it helps out to implement them in a better way by gaining the technology and strategy
for their purchasing services areas.
For all the marketing department it is important for them to implement proper decision making
areas for the consumers as it helps out the survey proper mapping in the pathways regarding all
the purchase areas and processes. The analysis regarding the stages that are being implemented
for decision making process And there are some important concentrating stages and their
examples which are like:
 Information collection: TUI travels Plc marketers should try to implement proper
promotional plans through which customers can easily be attracted and can know about
the targets is being made by the company. They should try to implement such plans in
their strategy which allocate the travellers to gain more advantages and comfort.
 Recognisation of problem: TUI travels Plc marketers should try to analyse the market
deeply so that they can know about the strategies the rival companies are taking and all

the needs and the changing trades that the customers are being required. They should also
try to maintain the implementation of the market strategies through which all the working
areas can be framed out according to the requirements of customers (Ahmed, and et. al.,
2017).
 Alternative solutions: The TUI travels Plc marketers should try to maintain proper
solutions and offers for their customers in order to give them a proper mapping path
through which they can attract and gain the loyalty of all the customers towards the brand
and their company. It will helps out by implementing best offers and services to their
customers and also by giving them ideas regarding the strategies they are making for the
safety concern of their consumers (Liu, and et. al., 2017)
 Purchase: TUI travels Plc must try to create a positive impact on the marketing areas and
the customers by giving and taking seriously all the feedback that are being given by the
customers and all the issues that they had faced earlier as this will help out to make them
a better company and also to rate their experience in a better approach away. They should
try to serve all the online and off-line offerings through which the consumers can easily
be Targeted and all the important areas can be implemented my valuable feedbacks of the
customers. This will enhance the growth in production and also will help them out to
generate more revenue.
 Post purchasing process: The TUI travels Plc must try to make The services which are
being offered after sale to be given as a best experience to all their serving of customers.
They should try to maintain the customer loyalty by providing them all the assurance and
important offers and discounts with some additional comforts through which the
customers will feel free to join the company and also to travel with them. This will also
help them in order to maintain the lacunas inter-services and also to improve their
working areas according to the needs and demands that are being raised by the customers.
They can try to maintain their services in a reasonable manner through which all the
customers can easily be targeted without paying any issue.
P3 Compare and contrast the key differences of the decision-making process in the context of
B2C and B2B, providing specific examples.
As for all the business organisation there are various differences regarding the consumer
behaviour and the practises that are being made in big business (Zhang, and et. al., 2020). For all

the business to business offers it’s important to frame the consumers demand and all the
customers raise profit in the products. B2B it’s mainly the marketing strategy through which
B2C is being maintained and being attracted for the customers the major difference is being as
follows:
On the basis of difference Business to business Business to consumer
Decision making and
buying behaviour
In context TUI, they are offering
various quality of product and
with services for customers and
it also provides effective areas
of pricing strategy by major
taste with preferences to
customers as this makes higher
profitability in business
(Aschemann-Witzel, and et. al.,
2017).
Customers are the main areas
through which they can
maintain the requirement can
be attained through the
various mediums and the
growth. The demands of
customers are important to be
fulfilled.
Requirements analysed As for B2B, organisation tends
to maintain proper strategy
through which all the demands
of the customers can be fulfilled.
In context to B2C, It tends to
provide requirement for all
potential customers as it
cover huge geographical
areas with it tries to make
valuable feedback so as to
understand increased demand
in market.

Marketing scope The most important scope for
TUI frames to cover the needs
and demands of customers in
order to change supplies of
them.
As for B2C, reach is mainly
potential customers and their
needs and wants. Company
teds to maintain power of
their potential customers.
P4 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process in both B2C and B2B contexts.
The company is mainly use such kind of approach in order to collect the information by
various data and sources like:
Survey: The company used to do the survey for all the potential customers in order to
know the competitive examples and advantages that are being needed in the last sectors of
market.
Interview: The best method through which the interest of the customers can be rest out
and the company can easily know about the challenges that are being needed for the
development of the company as for TUI There has been made the customers interaction by
interviews by asking the effective important questions regarding the companies changes in
implementation.
B2B Research market
This is mainly the factor which helps how to provide proper information by collecting
important secondary resources like common publications, journals, articles and books. As in
context of TUI there has been mentioned as follows:
Government publications: as the organisation should try to implement proper knowledge and a
significant data regarding the documents through which they can enhance the life of the

individuals and also maintain the proper options in which secondary data resources in the
competitive edge in the market can be maintained out. TUI Plc provides all the secondary
information regarding the competitive change (GarcíaDaza and et. al.,2018).
Records and books: It provides proper collective evidence through books and the
effective measures as with the help of this the organisation can be able to maintain the proper
collection of evidence and the records so as to develop the product in the market. In context to
TUI Plc various desirable products can be given to the customers.
Economic model view: The company should tend to focus on the logical decision making
regarding all the products and services in with that they should try to implement advantages
through with a several disadvantages can be framed out with conclusion. As far TUI Plc is
concerned they can try to Fix and allocate all the important accommodations through which the
economic value model can be maintained for competitive areas and larger market.
P5 Evaluate how marketers can influence the different stages of the decision-making process of
B2C and B2B, giving specific examples.
Marketers used to play an important role as in guiding all the customers and also to
provide the important demands and requirements. It helps out to provide proper requirements to
the tour and packages and also by serving the customers the best facilities as been possible. They
can offer the best plans with the effective pricing strategy so that the customer will not switch to
any other company. TUI Plc use various digital market platforms and all the social media to
attract the customers and also to give them idea about their strategies and theories there are
various theories which are explained below:
 Behaviour theory: It provides help in improvement for all the important decisions in
buying and also provides the ability for the consumers to analyse the issues and the
effective interaction with the customers. The try to analyse the issues and also to fulfill
the demand of the customers by analysing the requirements and needs (Hong, and et. al.,
2017)
 Cognitive learning: This theory helps out to give an innovative approach to the
individual so that they can understand properly about the current changing market trends
and also designed the strategies according to the needs and requirements of the customers
with effective brand image. This will help to fulfil and to sustain the marketing condition

and also for a longer period of time and also frame out the methods through which the
working can be capable in regard to the customers needs
CONCLUSION
From this above report it is concluded that business used to play an important role as in to
change the attitude behaviour of mind of the individual. Tourism is an important hospitality
sector with the changing consumer trends it is important to maintain the digital technology with
all the changing enhancement in perfect experience, planning of trips. The consumer decision-
making involves the five important steps through which they can take the best season regarding
the purchase. Furthermore, it is also analysed that the marketing department helps out to
maintain proper insight of the map and the promotional strategies can be framed out to know the
social, psychological and personal changes in the behaviour and approaches.
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