Impact of Digital Technology on Tourism Consumer Behaviour Report

This report provides a comprehensive analysis of tourism consumer behaviour, focusing on the factors influencing consumer decisions and the impact of digital technology on the industry. It examines cultural, social, personal, and psychological factors that shape consumer choices, using Trailfinders as a case study. The report explores the stages of the consumer decision-making process, from pre-purchase to post-purchase evaluation, and highlights the importance of understanding this journey for effective marketing strategies. It also discusses the challenges in delivering quality service, the influence of digital technology on consumer behaviour, and the differences between B2B and B2C decision-making in hospitality. Furthermore, the report covers market research methods and how marketers can influence consumer behaviour at various stages, providing valuable insights into the dynamic landscape of the tourism industry.

Tourism Consumer
Behaviour and Insight

INTRODUCTION....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1..........................................................................................................................................................3
P2..........................................................................................................................................................5
TASK 2....................................................................................................................................................6
P3..........................................................................................................................................................6
P4..........................................................................................................................................................7
TASK 3....................................................................................................................................................8
P5..........................................................................................................................................................8
P6..........................................................................................................................................................9
TASK 4..................................................................................................................................................10
P7........................................................................................................................................................10
CONCLUSION......................................................................................................................................11
REFERENCES.......................................................................................................................................12

INTRODUCTION
Consumer behaviour is related to individual buyer, group and organisation select, purchase,
use as well as disposes idea, goods and services for satisfying requirements and wants. In simple term
it can be said that consumer behaviour refers to action of consumer within marketplace and underlying
motives for those actions (Gibson and O’Rawe, 2018). In addition to this, consumer behaviour is
study related to how consumers make decisions in relation of what they need, want, desire and how
they use, buy as well as dispose of goods.
Trailfinders is chosen company in this report, it is an British travel company in UK and
Ireland. It is largest independently owned travel company within UK as well as having 37 travel
centres in Ireland and UK. Trailfinders was founded in 1970 by Mike Gooley as well as headquartered
at United Kingdom. There are several topics which will going to be discussing within respective
report such as different culture, social, personal and psychological factors which influence behaviour
of consumers and attitude. Moreover, modification within trends related to consumers as well as
modifying because of digital technology also highlight. In addition to this, stages of consumer
decision making journey and map a path to the purchase will also discuss along with importance for
marketers of map a path to purchase and understanding consumer decision making. Apart from this,
differences of hospitality decision making will discuss in term of Business2Business and
Business2Consumers as well as distinct approaches in relation of market research methods of research
which utilise for better knowledge in relation of decision making procedure will highlight. In the end,
how marketer influence different stages related to tourism decision making.
TASK 1
P1
Consumer behaviour is study related to particular individual, business, population as well as
process which chosen by them for satisfying their requirement of any product or services (Herbst,
Reinartz and Woodside, 2017). There are numerous elements within environment that have wide
effect on consumer’s behaviour. Explanation of these are as follows :-
Cultural factors – There are several factors which included within this such as social class, culture as
well as sub-culture. All these together play important role in purchasing behaviour of individual. In
addition to this, culture is set of attitude, beliefs, norms which transform behaviour of individual as
well as shapes the products. It has been founded that in habits of consumers as well as within
legislation of country. For instance, Trailfinders have to discover language and belief of customers at

the time they are setting new services in market for avoiding misinterpretations of language by
customers.
Social factors - In this environment the population possesses social class. Income and several other
factors like business and education of individual elaborates this factor in group of customers (Mazor-
Tregerman, Mansfeld and Elyada, 2017). It is different in languages, leisure time preferences,
costumes and several other characteristics. In relation of Trailfinder Company, social factors are
considered by management while providing offers as well as discounts during festive season for
creating positive image within the minds of consumers.
Personal factors – It is one of the essential factors that have impact on consumer behaviour as
personal factors include age, occupation, financial condition personality as well as lifestyle. All these
play important role in changing purchasing motive of customers. It is important for Trailfinders
company have to take into account purchasing power as well as employment in the regions where they
wants to expand their operations effectively.
Personal factors – It include factors such as motivation, learning & experience, individual
perception, attitude, beliefs and many more. In personal factor motivation is important which activates
internal requirement of consumers (Clifton and Moura, 2017). Moreover, it can be said that perception
of consumers changes according to the situation within environment, learning and experience involves
the research carried out through consumers as well as their past experience, attitudes decides the
emotional actions and belief specifies the product from the market. In context of Trailfinders
Company, marketer have to conduct in depth study in relation of psychological factor to overcome
with the challenges related to trends and demands of customers.
Challenges in delivering quality service to satisfy consumer expectations
In this modern era it is difficult for marketers to attract customers while competing with
competitors. It is important for company to provide better services to consumers because it helps them
in accomplishing sales targets as well as also in renowned services provider within market area. While
rendering some services to customers Trailfinders Company face several challenges explanation of
these are as follows :-
 Understanding expectation of customers – It is most crucial as well as difficult task for
company to understand changing consumer expectations. Thus, For Trailfinders
communication strategy with customers regularly will be beneficial approach and help in
understanding their expectations.
 Exceeding expectation of customers – In modern era it is not enough for an organisation to
meet their customer’s expectations because they get influence by competitors (Wang, So and

Sparks, 2017). For dealing with such challenges Trailfinders Company have to stay updated
with new suggestions collected by feedbacks of consumers as well as trends in industry.
 Consistency – It is difficult to achieve this factor within service industry for consistency it is
important to supply important services to customers 24/7 hours by using several channels.
Respective company will accomplish consistency by their clear framed policies in relation
with supply of customer services.
P2
Behaviour of consumers get influence through changing trends within society. Implementation
of digital technology result in increasing expectations of customers as well as also play important role
in becoming more selective within market area. Impact of digital technology on Trailfinder are
mention below :-
Change in customer behaviour – Digital technology helps customer in booking services
online by frequently visiting on online portals to access information as well as buy services (Zhao And
et. al., 2018). Rapidly increasing use of digital technology result in enhancing content which posted
online. Lot of subject matter on product discourages customer's attention.
Increase in accessibility of information- Businesses make use of this technology to assist
customer in collecting the information about the products. Hence, the visits of customer on online
websites increased and it highly influenced their buying behaviour as well as decision.
Rise in expectation of consumers – Digital technology result in increasing function of
business activities on online platform because it is quick as well as cheaper. Several businesses enter
within online market through several ranges of products. Thus, availability of several products results
in rising expectations and desire of consumers.
M1
Cultural, social, personal and psychological factors have its wide impact on consumer
behaviour, attitude and also driving trends. Because all these factors get modify according to the
changing trend within. There are several social factors which included within this such as social class,
culture as well as sub-culture. In addition to this, social factor includes income and several other
factors like business and education of individual elaborates this factor in group of customers.
Moreover, it is one of the essential factors that have impact on consumer behaviour as personal factors
include age, occupation, financial condition personality as well as lifestyle.
D1

In tourism industry digital technology is emerging trend which have wide impact on behaviour
of consumers. By using digital technology consumers started using digital tool for booking of bus,
train, flights, hotels and so on. In addition to this, by several modifications has been taken place in
tourism industry as travellers can access information in easy manner related to hotel booking, fights,
resorts and many more.
TASK 2
P3
Consumer behaviour is related to individual buyer, group and organisation select, purchase,
use as well as disposes idea, goods and services for satisfying requirements and wants. In simple term
it can be said that consumer behaviour refers to action of consumer within marketplace and underlying
motives for those actions. In addition to this, consumer behaviour is study related to how consumers
make decisions in relation of what they need, want, desire and how they use, buy as well as dispose of
goods. There are several steps of consumer decision making process. Explanation of these are as
follows :-
 Pre purchase stage – It is initial phase of consumer judgement making procedure in that
consumers have several choice as well as requirement of consumers generally arise within
respective phase. In addition to this customer search for commodities as well as alternatives in
order to fulfilling requirement and desires. In relation of TrailFinders, it is important to find
customers needs and wants because it will assist them in providing better services to
customers.
 Need recognition – Within this phase, consumers establish need, issue as well as motive for
making purchase decision (Antonides, 2017). Moreover, consumers may be driven through
internal as well as external information which drives them in searching something that help in
satisfying needs and wants.
 Searching and gathering information – consumers search as well as gather information related
to specific products as well as services when need force them for attaining the product. Data
will collected by known sources which simply regular user of particular goods or services by
internet, newspaper as well as radio communications.
 Evaluating the alternatives – After collecting required information through several sources,
consumer evaluates merits as well as demerits of goods and also compare with similar offering
available in market (Higham And et. al., 2016). Subsequently establish choice in relation of
commodities and also its stores as well as brands which are corresponds to requirement,
personality, preferences, lifestyle and taste.

 Purchase – When particular offering help company in satisfying needs of customers and
provide best solution to issue, consumer approaches for accomplishing final purchase. It help
in selecting commodity, dealer, brand, price, time of purchase and many more.
 Receive – It is the stage in which consumer purchase as well as receives products delivery.
 Post-purchase evaluation – It is after purchase stage in that consumer evaluates that
commodity is help in resolving issues, providing satisfaction, investment has done in
appropriate goods or not and quality of offering is as per the need or not.
Levels of consumer decision making – Consumer decision making is divided within three parts
explanation of these are as follows :-
 Extensive problem solving – In this consumers invest their time for selection of most suitable
product through critical evaluation of information which established within market by other
consumer experience (Krueger, Vij and Rashidi, 2018).
 Limited problem solving – There are several brands available within market area but
consumers select after doing research on it that which product will help in solving basic
requirement.
 Routine response behaviour – Consumer with such behaviour buy any product of any brand
which are available in store and fulfilling primary needs. As they don’t spend their much time
in selection of brand and product.
P4
In organisation customers are crucial within each and every stage of marketing procedure
which helps company in making their customer satisfy. They are important for business because of
their major role in demand and supply flow of products within business environment. For Trailfinders
company providing better services in consider as vital assets for making travellers satisfy. It is
imperative for marketers to map as well as evaluate individual decision making to understand the
necessities of buyers in current worldwide world. The data accumulated about client inclinations in
choosing the organization's item and maintaining a strategic distance from the utilization of different
administrations helps the traveller association to actualize any progressions required for improving the
quality in products. This purchasing conduct is required in encircling successful promoting
methodologies and creating mapping way to discover stage of consumer decision making. Bellow
mention are factors which covered through consumer within entire purchasing journey :-
 Pre-Purchase – It is important element because within this factor customer discover needs for
buying the goods that, it will be beneficial or not. As well as information related to the
commodity will collect for taking effective decision related to investment in market. It is

important for Trailfinders Company to concentrate on their marketing division so that they will
be able to attract large number of customers.
 Purchase – Within this stage customer purchase product after determining its advantages as
well as evaluate past experience of consumers related to same commodity.
 Receive – In this product will deliver to consumer and they use it for fulfilling needs and
wants. Within this stage company will able to gain their customers loyalty if product they
purchased will satisfy their expectations as well as needs. Through taking feedbacks
Trailfinders will be able to gather information about customers satisfaction with both online
and offline platform.
 Post purchase – In this stage customers evaluate that their utilisation of product was beneficial
or not as well as it satisfied their expectation and desires. Post purchase will help in making
future purchase decision related to commodity. Respective factor help marketers of
Trailfinders for developing innovative products as well as services to intensify sales margin.
M2
Marketers play important role in decision making process within an organisation because they
analyse current marketing trends, taste and preferences, customer’s needs and many more. For long
term sustainability of an organisation it is important to fulfil customer’s requirement in effective
manner. Thus, in each and every step of customers buying decision making marketers play essential
role.
D2
Utility theory – It is a consumer decision making theory which simply means that consumers
make decisions which are based on the expected outcomes their decision making. In addition to this,
within respective model consumers are viewed as rational actors who were able to estimate
probabilistic results of uncertain decisions as well as select outcomes which maximized their well
being. Thus, decisions making of consumers are affected by outcomes which gained by consumption
of product or services.
TASK 3
P5
B2B marketing is marketing practices used in and among several business. Whereas, B2C
marketing is related to marketing practices utilise for customers. Every marketer enters within market
area with numerous objectives such as capturing large market area with good as well as services of
company. Comparison within B2C and B2B judgement procedure are mention bellow :-

Decision making
process
B2C B2B
Recognising need Consumer start their buying process
through identifying needs. Customers
requirement are practical in nature for
instance, buying computer for learning
need.
In this business also commences
purchasing procedure through
discovering need that require for
accomplishment of business
strategy. For instance, purchasing
computer parts are important to
improve stock production.
Collection of
information
In this stage customers collect
information related to products
available within market.
Company gather information from
several sources related to raw
material.
Identify the options Customer will discover several
sources that will help them in
satisfying needs.
All the available options within
market are identifying by company
for effective purchase of raw
material.
Comparing
alternatives
Within this stage, consumers compare
costs, needs, quality as well as benefits
of along with options which are
available within market. This activity
will carry out through online reviews.
Same as company also compare
equipment cost, quality, durability
and so on among brands available
in market.
Select among various
alternatives
Then, customer will select best
alternative from all the available.
Business chooses suitable
equipments for conducting their
stock ordering process.
Execute the purchase Within this stage final decision of
purchase will take place.
Here, company make final
decision of making equipment
purchase.
Evaluating the results Here, feedbacks will be provided that
expectations are meeting or not.
In this stage, if businesses face any
issue in product then they resolves
them by communicating with
supplier.

P6
There are several approaches to market research method which Trailfinders Company can use
for understanding decision making. Explanation of these are as follows :-
Economic view model - It presumes that a client is a reasonable individual and along these
lines, takes coherent choices at the hour of buying any item (Consumer conduct 2019). They separate
various items, decide its points of interest just as burdens lastly arrive at a resolution in the wake of
experiencing assembled data. Shopper has capacities to rank different wares according to their quality
and cost. Monetary view model thinks about that there is ideal rivalry inside market zone.
Passive view model – according to this model buying behaviour of consumer get influence
through selling, marketing and other promotional efforts of business. They drive through sales appeals
which provided by marketers. Passive view model consist of contrasting by viewpoints from
respective model it has been assume that for organisation consumers are first as well as final
individual who decide their purchasing activities related to products. This model is suitable for B2C
marketing as here customers are not aware related to goods and commodities.
M3
There are several factors in environment which play important role within decision making
process of customers. Most crucial factors are culture and social, because according to the culture
individual will purchase products as well as services which simply mean that what they are consuming
will define their culture. Along with this, social factors are also important because for social status
also some consumers purchase products and services.
TASK 4
P7
Each and every individual have power of taking their decision within market. Here, decisions
are like what to purchase from retail stores, which brand will be beneficial and so on. Although, there
are numerous factors by which marketers can affect decision making process of customers. Trailfinder
can use methods as well as models for influencing decision making process of consumers :-
Cognitive learning – In this learning marketer get idea related to present trends of customer
behaviour. With the assistance of this data company design strategy which helps them in pulling
potential customers and developing brand image in market. It helps in gaining competitive advantages
and also in their long term sustainability.

Behaviour theory – It is an theory which enhance purchasing behaviour and also influence
decision making ability of customers. Because behaviour is related within individual characteristics as
well as attitude within market area. Moreover, it includes conditioning elements which discover
interaction of customers with surrounding s well as commodities present within market area for
satisfying needs and interests. It has been recommended by behaviour theory that consumers have to
adopt flexibility within their operation which help the in dealing with consumer’s taste and trends.
M4
Each and every individual have power of taking their decision within market. Here, decisions
are like what to purchase from retail stores, which brand will be beneficial and so on. In cognitive
learning theory marketer get idea related to present trends of customer behaviour. With the assistance
of this data company design strategy which helps them in pulling potential customers and developing
brand image in market. It helps in gaining competitive advantages and also in their long term
sustainability.
CONCLUSION
After going through above discussion it has been summarised that, behaviour is responsible for
sales as well as purchase activity within market area. Marketing division within an business firm get
idea related to need of change in goods, introducing new goods or developing products, fixing prices
as well as enhancing other activities related to marketing. It is essential for travel industry to offer
products and services as per the demand generate by customers for improving productivity. Apart
from this, it can be said that perception and behaviour of particular customer get affected by various
factors such as cultural, psychological as well as social being. Along with this, digital technology
results in increasing spending, expectation and demand of consumer within industry.

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Online
Consumer behaviour 2019. [Online]. Available
Through:<https://www.kbmanage.com/concept/consumer-behaviour/>.