Travel and Tourism Consumer Behaviour: Analysis and Strategies

This report examines consumer behavior within the travel and tourism industry, focusing on the factors that influence purchasing decisions and overall travel experiences. It explores various influences, including cultural, social, and psychological factors, along with the impact of digital technology. The report highlights how technology has changed consumer trends, such as decreased attention spans, ease of access to information, the importance of brand trust, and heightened customer expectations. It also emphasizes the significance of customer experience in driving loyalty and growth within the industry. The report concludes that understanding consumer behavior is essential for travel and tourism organizations to create effective marketing strategies and improve the overall experience for travelers. References from Horner and Swarbrooke, Prebensen et al., Ukpabi and Karjaluoto, Pappas, and Santos et al. support the analysis.

TRAVEL AND TOURISM
CONSUMERS BEHAVIOURS

Introduction
Travel and tourism industry works with main goal of providing
necessary and desired experiences or services to the travellers. It
is said to be fast growing industry in the world and providing
employment to local communities. Consumer behaviour is
conceptual study which identifies actions and motives for
purchasing decisions.

Factors influencing consumer behaviour
There are different factors that has direct and indirect impact on
consumer behaviour and attitude which influences its buying
process. The main factors are as follows:
Cultural: This is one of major factors which is divides into sub-
categories and need to understand completely so that travel and
tourism organisation can target consumers basis on these factors.

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Social: They are divided into family, reference group, role and
status which has impact on buying behaviour of customers.
They have different opinion leader, family members, role in
families and status in society to maintain so that their
expenses are decided accordingly.

Impact of digital technology on
consumer trends
The emergence computer and mobile phone over some years
there is drastic changes in terms of marketing by companies.
In travel and tourism industry it becomes essential to
understand the impact technological aspects has created on
consumer trends. Some of them are as follows:
Decreased customer attention: There are number of videos and
posts posted on internet everyday which make it difficult for
audience to consume. This making attention of consumers to
reduce and thus it arise need to find a innovative way to attract
buyers. For this companies need to personalised experiences
by identifying needs and wants.

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Ease of access: Before consumers buying decision were based
on feedback from friends and relatives but these days
technology plays important role in influencing attitude of
buyers. Thus it is essential that travel and tourism companies
made information of products and services available in
adequate content so that it can have impact on buying process
of consumers. This can be done making effective presence
online and improving image by positive feedback of
customers.

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Brand Trust: With the help of technology starting online business has
become easy by minimum investment. While making decision for
such businesses buyers mostly rely on trust audience have on that
particular brand. For this travel and tourism need to formulate
strategies to become more trustworthy with the help of content
marketing so that brand image can be improved.

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Customer Expectations: Due to changes in technology and
many businesses which are providing similar products has
made to increase in customer experience. In case of travel and
tourism travellers want that all their needs are fulfilled by one
company so that their experience can be enhanced. This
implies that determinant which can be influence is to meet all
travelling demand of guests.

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Customer Experience: Due to changes in trend these days
customer emphasis more on increasing their experience rather
than expectations. If travel and tourism organisations wants to
survive and have growth in industry then they need to invest
in resources that enhance customer experience so that they
become loyal for business.

CONCLUSION
It can be concluded from above report that travel and tourism
industry is associated with improving travelling experience of
guests. Consumer behaviour is related to factors like attitude
and beliefs which have direct and direct impact on buying
decision. There are different personal, culture, psychological
and social factors which influences customer buying behaviour.
There are trends like ease of access, brand trust, customer
experience, etc. that are emerging due to technological impact.

REFERENCES
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism.
Routledge.
Prebensen, N. K., Chen, J. S. and Uysal, M. eds., 2018. Creating experience
value in tourism. Cabi.
Ukpabi, D. C. and Karjaluoto, H., 2017. Consumers’ acceptance of
information and communications technology in tourism: A review.
Telematics and Informatics. 34(5). pp.618-644.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust
in online buying behaviour. Journal of Retailing and Consumer
Services. 29. pp.92-103.
Santos, M. C., Veiga, C. and Águas, P., 2016. Tourism services: facing the
challenge of new tourist profiles. Worldwide Hospitality and Tourism
Themes. 8(6). pp.654-669.