Analyzing Tourism Customer Behavior and the Impact of Digital Trends

This report analyzes tourism customer behavior, focusing on factors influencing travel decisions and the impact of digital technology. It examines cultural, social, personal, and psychological factors affecting consumer attitudes, using Cox & Kings as a case study. The report explores the consumer decision-making journey, mapping the path to purchase and highlighting the importance for marketers. It compares B2B and B2C decision-making processes in the hospitality sector, evaluates market research approaches, and assesses the influence of marketers on different stages of the tourism decision-making process. The report also discusses consumer trends driven by digital technology, such as online bookings and the role of travel vouchers, and their impact on the travel industry. Furthermore, it provides insights into the importance of mapping the customer journey for marketers, and the key differences between B2B and B2C decision-making in the tourism sector.

Tourism customer behaviour and
Insight.
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INTRODUCTION
Consumer behaviour is one of the best and effective aspects, which is in tourism. This study is the effective way to select and
chooses a particular destination and driving those factors, which are affecting and influences decision related to travelling areas. The
present report is based on the Cox & kings”. That has operations spread across 22 countries and 4 continents. In respect of that, report
will evaluate those factors, which are related with culture, social, personal and psychological factors and its affect to consumer
behaviour and attitude of customers. This will explore the trends of changing due to the impact of digital technology. This will
examine the stages of consumer decisions making journey and map a path to the purchase for a given into the tourism sector. This will
explains importance for marketers to map path to purchase as well as understand consumer decision making in path tourism sector.
The report will compare by the differences of hospitality decision-making process within the context of business to business and
business to consumers by using specific tourism examples. This will evaluate different approaches to market research and methods of
research which are used for understanding decision making process. This will evaluate marketer’s influences different stages of
tourism decision making process with examples.
LO 1
1.1 Different cultural, social, personal and psychological factors influence behaviours and attitude of customers.
There are various and several aspects and factors which are affecting to behaviour and consumer attitude in respective manner.
For that, here is explaining all those factors which are affecting to consumers which are as follows:
Cultural factors:
This factors if deeply influences consumer behaviours and attitude by consisting buyer, culture, sub culture and social class. Culture is the part of society and that is important cause of person wants as well as behaviours. This can influence of culture
on the buying behaviour which is varies from country to country and place to place (Abraham and Poria, 2019). This can affect
travel industry and Cox and kings because customer have requirement to manage working.
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 Subculture is contains which is different with the religious, nationalities, racial groups. Marketers can used these groups by
segmenting market into the various small portions. As that Cox and kings needs to design their services as per customer
subcultures.
Social factors:
This is refers with all the close relations which is highlight affect to business by considering references group, family, role and
status. References groups are having potential in forming an attitude of person. This can impact to customer behaviour and attitude
towards Cox and kings travel company because most of the time customers are listen with reference group. That is creates
more effectiveness for business as well as company effectiveness (Ballantyne and et.al., 2017).
 Family is strongly influenced the members of a family. This can also affect to the business of travel and tourism industry
because customers are highly listened their family and its requirement. However, if buying decision of the particular product is
highly influenced through the wife and husbands decision process.
Personal factors:
This is refers with age, occupations, lifestyle, personality and economic situation. Age is having the potential impact on the consumer purchasing behaviour. That is obvious which customers change their
purchases of goods and services which is passes with the time management (Tomić, Leković and Tadić, 2019). Family is
highly consisting with the different aspects like the young singles.
 Economic situation has great influences of the buying behaviour. This is considers with the income as well as saving a
customers is the high will be purchase more expensive products but customers have not any sources of income and saving than
they are not able to purchase any expensive products (Ballantyne, Moutinho and Rate, 2018).
Psychological factors:
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This is affecting the consumers buying behaviour. These include more effectiveness as well as such as the business activities
which are explained are as follows: Motivation affects buying behaviour of consumer. Each and every person has the different needs and wants like physiological
needs, biological and social needs. The natures of needs which have some of them are most pressing least pressing. This is the
nature, which is most pressing that is become a motive it is improve for directing person to seeks satisfaction.
 Beliefs and attitude is other aspects which is make up brand image effective and affect consumer buying behaviour where
marketers are more interested with them (Sotiriadis, 2017). Through that marketers are changes their beliefs and attitude of
customers by launching special campaigns in the regards of working abilities.
Those are the factors which are influence behaviour and attitude of customers. That is creates more issues for company in order to
attract customers towards company as well as satisfy needs and wants of customers.
1.2 Consumer trends impact of digital technology.
There are different and various trends which are affect to business of travel as well as Cox and Kings Company due to the
digital technology.
Bookings:
That is the main trends which are runs into the travel and tourism sector which is creates more effectiveness for business. That
is generally affected by digital technology because now a day’s all the bookings are generated and done with the online booking. That
is affecting the consumer behaviour and attitude (Bay, 2018). On the digital technology platform customers are check reviews about
the hotels and travel agency which is the issues for company. Through that business is unmanaged in effective manner. Through that
business is affected and influenced with business.
Boucher’s management
That is the most important consumer trends through that business have opportunity to share details with customers. but, In the
todays era all the individual uses technology as one of the important thing for their lives . They generally uses the same for travelling
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purpose as well. In the same era itself irrespective of digital technology usage travel Boucher is becoming one of the most crucial part
at the time of planning a travel. Also. It is consider to be one of the strongest aspect for the company like Cox and king in the market.
As it used to help them in delivering and promoting the service in the better way in the market. This also help the CRM software of
the manager in getting knowledge in regards of knowledge about the information of Cogs and Kings customer. Not only that it also
help the company in getting the knowledge in regards of managing the order of the company from variety of differemy agent and
assigns. For example COX and Kings offer the service of boucher's to the customer, so that they are hving the information about the
hotels.
Those are the consumer trends which are affect to business and its growth in effective manner.
LO 2
2.1 Stages of consumer decision-making journey and map path to the purchasing tourism.
That is very important and effective for managing work at tourism sectors. It is very important and effective for marketers to
understand decision-making process, journey and map path for purchasing tourism products and services. Customers’ decision-making
is potential for tour and travel industry. This creates more effectiveness for business as well as creates complete effectiveness. The
decision-making journey map is here are as follows:
Basis Research Decision
making
Bookings Pre purchase
services and
channels
In room Post
purchase
services
and
channels
Customers
engagement
Customers
activity
Online
advertisement,
newspapers
Customer
preferred to
have a best
After
choosing
the
Stage in
which variety
of the concern
At that
they are
experienc
Stage
where
customer
Company receive the
different sort of the
feedback from
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and
magazines
alternative
option and
on the basis
of same
different
decision are
generally
made. (Pera,
2017). For
that
customers
are select
comparison
in effective
manner.
alternative
they look at
making
variety of
the
decision in
regards of
booking a
flight, cab
and make
payment as
per their
convenienc
e.
arises in the
mind of the
customer and
they ask the
same.
e and
enjoy the
services.
has used
the
services
and their
behaviour
change
accordingl
y. If
customer
are happy
then it will
help
company
in building
good
brand
image.
customer and on the
basis of same
different changes are
made in the service
of company.
Touch
point
Social media
and mail Id
Websites In this
stage
different
booking
are done
Tour detail
packages are
given to the
customer in
the market.
Website
call tour
guide
Agency
and staff
Social media and
website.
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online by
the
wholesaler
and
different
payment
are also
done with
the help of
online
mode
(Pappas,
2016)
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Feelings
and point
of view
It is the stage
where the
customer get
knowledge
about the
hotel and after
that company
used to check
the
information
from the
website itself.
There are
not
comparable
because of
tools and
techniques
are not
available for
that
(O’Halloran,
2019).
The
process of
booking is
easy but I
face some
challenges
in
bookings
from new
technology.
The services
department
not react that
easily and
they are also
not that
corporative
Rooms
are clean
and
comforta
ble.
Experience
and
feelings
are some
services
are goods
and fine.
I am very impressed
by the social media
updates.
2.2 Important of map path for marketer for understands customers.
Consumer journey map is effective and more valuable for the business, which is, creates more effectiveness for business as
well as growth of Cox and kings. In order to get idea in better manner, here is includes more effectiveness for and its importance of
map path, which are as follows:
 With the help of this, company is get effective idea about customers’ requirements.
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 Through that business have opportunity to make complete concentration on customers needs at various stages in the buying
funnels (Fletcher and et.al., 2017).
 This help to identify whether customers travel is in the logical orders.
 This shows the complete gap in the desired customers’ experiences and the one is the actual receivers.
 This highlighted the proper and effective development priorities.
 This allows companying for concentrate efforts as well as expenditure on that matters company is maximised effectiveness.
 Through that marketers ideas about the sales process which is giving outside perspective on the sales process.
 Marketer is able to make complete interaction with the business.
 Customer journey map is also reveals well the customers experiences which matches up to brand promises.
Those are the mains importance of map path and journey map for marketers.
LO 3
3.1 Compare and contrast key differences of hospitality decision making.
B2B is stand for business to business, in which sells products and services directly to the other businesses. As well as company
sells their judgement in any of specific firm. (Funk and et.al., 2016). It is a simple form of transaction between two more more
companies, such as one including a wholesaler and manufacturer or a retailer and wholesaler. On the other side, B2C is stand for
business to customer, in that businesses are sells goods and others things directly to target market for using personally. It includes
clothing, landscaping services and other items or services. In the both process having a different decision making power for the
company. In respect of understanding differences between business to business and business to consumer decision making power here
is include compare and contrast table are as follows:
Basis Business to business Business to customer
Meaning This has simply means that
selling products or other
On the other hand, it refer to
procedure of selling items
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services between two business
entities for knowing as
business to business.
direct between a company and
specific target market.
Customers In this process, customers are
company because company
directly sells their products
and services directly to
company without considering
any agents (Harris and
Prideaux, 2017).
In this process, company have
end users who are uses
products and services from
company and use.
Focus on This process has their
complete focus on relationship
with businesses.
This process company has
their complete focus on the
products and services because
customers are using those
products and they wants
higher and best quality of
products.
Quantity of merchandise Here, quantity of merchandise
having a large amount of
workers.
In that, quantity of
merchandise has a small
amount of customer’s uses.
Relationship In that, company sets their
relations with suppliers to
On the other side, here is
company sets their relations
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manufacture, manufacture to
wholesaler and wholesaler to
retailers.
with retailer with consumer
(Horner and Swarbrooke,
2016).
Buying and selling cycle There is having lengthy selling
and buying cycle.
This having the short cycle of
buying and selling products
and services in effective and
respective manner.
Buying decision Here is having planned and
completely logical decision
making process which is based
on needs and wants of
customers.
In this company can take
decisions as per emotions,
which is based on wants and
desires of customers.
Creation of brand value The main aspects for creating
brand value which is based on
trust and mutual relationship.
On the other side, creation of
brand value in it is complete
depends on advertising and
promotions.
From the above, comparison table is reflect about those products and services which are considered into the working area. This
creates complete more effectiveness for business to manage working abilities in an effective manner.
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