HNC/HND International Travel & Tourism Consumer Behaviour

This presentation, prepared for a consumer behavior specialist at www.shiftconsultancy.co.uk, delves into the dynamics of consumer behavior within the international travel and tourism industry. It begins by defining consumer behavior and its significance in understanding customer decisions. The presentation explores various factors influencing consumer choices, including cultural, social, personal, and psychological aspects. It then examines how digital technology is reshaping consumer trends, such as the impact of wearable technology, personalization, and accessibility of information. The presentation also highlights emerging trends in consumer behavior, like the emphasis on quality and the use of discounts. The conclusion emphasizes the importance of evaluating customer behavior for travel and tourism organizations to make informed decisions. The presentation references relevant academic sources to support its findings.

Travel & Tourism
Consumer Behaviours

Cover Content
•Introduction

Introduction
Consumer behavior is considered as the psychological process that is related with overall emotion as
well as will power of people towards specific products or services. It includes specific practices,
ideas, experiences, decisions which satisfy the requirements as well as wants of customers. As per
the scenario, this presentation is to advise tourism clients about consumers behaviors dynamics.

Definition of consumer behaviour
• Consumer behaviour is considered as the study of person, groups as well as entities decision
with respect to selection, utilisation, purchase, products disposal, ideas, experiences and
others for satisfying its requirements and demands. In general term, this is defined as the
study of how customers formulate decisions regarding what they required, expected and
wants as well as how do they utilise and purchase goods. Within international travel and
tourism industry, Consumer behaviour is very much essential to know that what influences
the customers purchasing decisions and why it is so.

Factors influencing international travel and tourism
consumers
• Consumer behaviour plays significant role within the industries. It is always considered as a
favourable and unfavourable decision of a particular individual towards products and
services. Therefore, it is necessary for firms to understand their overall consumer's needs or
wants in a proper manner. It includes feelings, beliefs and behaviour of people towards
things. So that it is mainly considered as a field of study which is based on so many aspects
like what, where, when, why and how people or group members are utilising their entire
products, concepts and services. By having these assorted concepts industries are able to
target their audience in marketplace and establish their new product and services in an
appropriate manner.

Cont.….
• Cultural factors: It includes different types set of moral, values, beliefs, language, traditions
and laws which is held by a nation, a community and any other defined group of people.
Within the international travel and tourism consumer behaviour it is directly influence people
in a wider range of religious, culture beliefs, values and customs and so on. Therefore, it
plays vital role within every sector along with behaviour of consumers. It also consist sub
culture category that have large number of people by which they can share their values,
ideas, norms and so many traditions and able to achieve their goals.

Cont.….
• Social factors: It includes status, family, reference groups, roles and many more. According
to this type of culture reference group easily attract the overall customers that generally
affects overall goods and services of travel and tourism industries. With the help of this they
can easily communicate with people in marketplace or society in order to achieve their goals.
• Personal factors: It consist several kind of personal factor which comes under the
occupation, lifestyle and many more. All these assorted factors always influence consumers
in order to buy products and services in a perfect scenario.

Cont.….
• Psychological factors: It mainly comes under the different types of behaviours, experiences,
motivation and so many. With the help of these sorts of factors people can get influence and
able to but their favourable goods and services within the travel and tourism industry.

Consumer trends are changing due to the
impact of digital technology
• Digital technology have huge affects upon travel and tourism services as well as also in
shaping the trends of customers. Reason behind this is, preferences of consumers has been
effectively changing because of enhancement into digital technology. Some consumer trends
that are changing due to the impact of digital technology in the international travel and
tourism industry discussed underneath:
• Wearable shape of consumer life style and safeguard organisational money: The
enhancing digital technology assists in tacking the records of various data.

Cont.….
• Digital technology rendered peace of mind as well as convenience: As digital technology
is becoming advanced, they has develop the life of people very much standard. The services
of technology is always available that is 24*7 which assists clients to perform the work in
easiest manner for attaining the goals of business in appropriate and effectual way

Cont.….
• Personalisation: A prominent trends that is witnessed the digital technology impact is that
persons are so much inclined towards having personalised services. Such as personalised
packages as well as service within travel and tourism industry have become easier because of
mobile application of several firms within respective sector.
• Accessibility: The trends upon which digital technology have an affect is accessibility to
information. Respective trends is leading in travel and tourism industry for attaining success.
Such as wit wearable such as virtual reality consoles, person can actually experiences the
destination through themselves thus driving its attitudes properly.

Factors influencing customer behavior
• Within the current scenario there are lots of customers and travellers across the globe who
always want to have good package of holiday that promises different types of unique views
and luxurious camps. These type of driving trends always influence travel and tourism
industry globally and make each and every aspect as per the consumer's choice. It will
directly affect consumer behaviour in a positive way.

Emerging trends in consumer behaviour
• According to the travel and tourism industry there are few ways that influence consumer
behaviour with the help of emerging trends such as quality, in which consumers are
interested in goods and wants fast delivery of their products. As present scenario, consumers
are more conscious towards products quality in order to take qualitative products and able to
invest more. Therefore, on the behalf of emerging trends added advantages is one of the best
trend to satisfy consumer's wants and needs so that travel and tourism industry can give
better experience to their customers and satisfy them at high level by giving them discounts
on booking and such kind of things that influence consumers the most and make travel and
tourism industry effective in front of their customers and competitors.

Conclusion
On the basis of above stated PPT, it has been analyzed that for each and every organization in
travel and tourism, it is vital to do evaluation related to customer behavior as this is aids them
into procedures of decision making. Moreover, there are various factors like personal, culture,
psychological and others that affects consumer behavior and insight at respective sector.

REFERENCES
•Buhalis, D. and Foerste, M., 2015. SoCoMo
marketing for travel and tourism: Empowering
co-creation of value. Journal of Destination
Marketing & Management. 4(3). pp.151-161.
•Chandralal, L. and Valenzuela, F.R., 2013.
Exploring memorable tourism experiences:
Antecedents and behavioural
outcomes. Journal of Economics, Business and

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