Analysis of Consumer Behavior and Trends in the Tourism Sector

This report provides a comprehensive analysis of tourism consumer behavior, focusing on factors influencing consumer attitudes and decision-making processes within the context of the British travel organization, Trailfinders. It explores the impact of cultural, social, personal, and psychological factors on consumer behavior, highlighting the effects of digital technology and changing demographics. The report examines the stages of the consumer decision-making journey, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also analyzes the role of marketers in influencing each stage of the decision-making process, compares B2B and B2C decision-making, and discusses various market research methods. Furthermore, the report critically assesses developing trends in consumer behavior, providing specific instances from the tourism area.

Tourism Consumer
Behaviour and Insight

Contents
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................4
P1 different factors that have impact on consumer behaviour as well as attitude within the
respective organisation...........................................................................................................4
P2 Explanation of how consumer traits are altering due to the effect of digital technology 5
M1 Analysis of how personal, cultural social as well as psychological factors impact on
consumer behaviour & attitudes are changing and driving trends within tourism sector......6
D1 Critically examine the developing trends in consumer behaviour as well as attitudes using
specific instances from the tourism area................................................................................6
Task 2...............................................................................................................................................6
P3 Explanation of various stages of consumer decision-making journey & map a path to buy
as well as understand it within the tourism sector.................................................................6
P4 Explore why it is essential for marketers to map a path to purchase as well as understand
Consumer decision-making in the tourism business..............................................................7
M2 Assessment of how marketers or dealers are reacting to the decision-making process,
relating relevant examples from the tourism sector...............................................................8
TASK 3............................................................................................................................................9
P5 Compare as well as contrast key dissimilarities of hospitality decision-making procedure
with in relation to Business to business & Business to customer using specific examples.. .9
P6 Various approaches of market research methods & the research applied for knowing
consumer decision making process......................................................................................10
M3 Provide a justified and coherent assessment of how various factors influence tourism
decision-making & buying behaviour.................................................................................11
Task 4.............................................................................................................................................11
P7 Evaluation of how marketers can influence on the various steps of tourism decision-
making process.....................................................................................................................11
M4 Critically assess how marketers effect each phase of the decision-making procedure in
reference to appropriate methods & models applied............................................................12
D2 Critically assess the application of suitable theories models and concepts that effect &
influence on the tourism decision making process...............................................................12

Conclusion.....................................................................................................................................13
REFERENCES..............................................................................................................................14

Introduction
Consumer behaviour is defined as the study of groups, organization’s as well as individuals
and other activities associated with the purchase, disposal and use of goods and services. In
addition to this, consumer behaviour within the tourism sector involves a broad scope that is
tourist destination, visitors attraction, tour operations and many more (Moutinho and Vargas-
Sanchez, 2018). In the present report, Trailfinders is taken into consideration, it is a British travel
organization in UK and Ireland. The company was established in the year 1970 and has offered a
large number of services within the tourism sector. The report will consist of various tasks that is
the factors that impact on tourism consumer behaviour as well as attitudes. Along with this the
report consist of the ability to map a path to purchase in tourism context, involving the decision-
making procedure. Moreover, approaches of market research & difference among Business to
Business and Business to cutsomer is describe in the report. In the last, various steps of tourism
decision making procedure is applied in a proper manner.
Task 1
P1 Different factors that have impact on consumer behaviour as well as attitude within the
respective organisation
It is analysed that there are various factors which impact on consumer behaviour and their
attitude as well. In context to this, the main factors are social, personal, cultural And
psychological factors which have important impact on the attitude and attitude of consumer. All
these factors are described below in relation to Trailfinders;
Cultural factors: It is analysed that cultural factors have strong impact on consumer
buyer behaviour and attitude as well. This factor consists of beliefs, attitudes, norms, ideologies
and values which are observed & learned by a consumer from their surroundings, family
members and other significant people around them. It is determined that all these factors are
different in different personalities an individual’s. It can be understand by an example that is
before offering anything innovative to the customer by the Trailfinders, require to ascertain their
attitude and behavior as it will give the opportunity to attract and persuade the consumer. For
instance, in United Kingdom the present culture is about technology an advance working so the

company is required to focus on using such technologies as it helps in dealing with the cultural
factors and allow them to attain competitive advantage at marketplace.
In addition to this, it is determine that there are various cultural factors that impact on
consumer attitude and behaviour. One of the factor is social class, this factor is not on;y
determined by income level but also involve family background, occupation, education ad so on.
Social class is significant to predict consumer behaviour as this impact on the decision of buying
services. Another factor is perception and attitude, it is analysed that every individual has
different perception or view point on one particular product or services (Arts and Baldacchino,
2017). For example, if consumer have proper knowledge about services provided by Trailfinders
then they are comfortable to buy those service, but the person who have no idea then company
not only require to expose services but also need to make its services different and attractive as
well.
Social factors: the elements that are involved here in our income level, educational level,
demographics and so on. It brings an obligation over the management of company which never
emphasize over involvement of such factors that is harmful do the social sentiment of a specific
group (Gibson and O’Rawe, 2018). For instance, in India many of the people have believed
about to travel at religious place so giving such kind of offerings help in develop a mindset in
society I’m to influence their behaviour in an effective manner.
Psychological factors: It include individualistic perceptions, learning and experience,
motivation and many more. In context to the improvement of such aspects towards the consumer,
company has to conduct market research as it will help in gaining knowledge about braids which
further help in taking effective decision for both the customer and the organization as well.
P2 Explanation of how consumer traits are altering due to the effect of digital technology
In the present business environment, consumer is undertaken as one of the most imperative
aspect that continue with the trains prevailing at marketplace. So, digital technology has
transformed the manner of executing the business and also allow them to reach on wider range
that impact positively on the growth and success of an organization. Therefore it also impact on
the operations and the digital technology over the performance of Trailfinders, which are as
follows:
Change in buyers behaviour: it is analyzed that digital technologies are more effective
for the buyers in giving an easy manner to make online payments and bookings at an easy steps.

It also provide the reliability to consumer to ensure that their bookings are confirmed which
develops our trust towards the brand.
Technology explosion: In the present environment, most of the customers have become
tech savvy and self sufficient and are also comfortable in making use of applications and
websites on their smartphones (Viglia and Dolnicar, 2020). In addition to this, considering the
mobile application of Trailfinders allow company to offer benefits to customers and make them
convenient for their bookings.
Developing buyers expectation: Digital technologies has created the operations of
business by providing online platforms which is effective and cheap, offer quality and quick
service to the clients. So, Trailfinders has entered into the online market and develop its own
application in order to provide best possible service to its customers globally.
For example, using of mobile applications by customers allow them to easily and
conveniently book hotels or places. This changing trend not only save the time but also save
money of customer's as sometimes they get discount on bookings. In addition to this, if customer
get effective service then they give reviews which plays vital role in the present time as most of
the people review comments while booking. This state that changing trends and technology
directly impact on the behaviour as well as attitude of consumers.
How changing demographic and societal changes have influenced behaviour:
Sustainability: Consumers who are concern, care, and pay close attention to
environmental issues are considered to be as green consumers. Green consumers always believe
that they have a responsibility of environmental protection. Therefore green consumers always
prefer to buy those products which has less harmful impact on the environment.
Ethical issues: Whether a company behave ethically or unethically has a significant
impact on consumer behaviour (Prebensen, Chen and Uysal, 2018). If a brand is ethically
correct then they give a sign of good organization which implies that they will not cheat their
customers.
Globalization: Through globalization process, more attractive products entered the
market and are required by the consumer in the name of global trends. Consumer wants a
modern and comfortable life without any inconvenience.

M1 Analysis of how personal, cultural social as well as psychological factors impact on
consumer behaviour & attitudes are changing and driving trends within tourism sector
It is analysed that all the above factors impact the management and planning of tours
which is organised by Trailfinders. In addition to this, it is determined that respective
organisation considered all the factors in order to view the places as it help in fulfil the
requirements and need of customer in an appropriate manner.
In context to cultural, one of the major factor that affect on behaviour and attitude of
consumer is perception as they prefer to book and visit those places which is of their culture. For
instance, many of the Indian families prefer to visit religious places.
In relation to social factors, it involve reference groups, members group, status,
aspirational group and so on that affect on consumer attitude and behaviour. For example, person
with high social status prefer to visit luxurious places whereas people low social status going to
visit budgeted places.
With reference to Psychological factors, it affect purchase decision and involve motivation,
learning and attitude etc. It is important for the respective organisation to gain insight about
which people are involved within buying decision so that an offering is made as per their
requirements. For instance, motivating a person and fulfil their requirements ensure bookings in
a manner that support what customer already believe.
D1 Critically examine the developing trends in consumer behaviour as well as attitudes using
specific instances from the tourism area
In the present time, the trends within the tourism industry take place because of innovation
in technology and rapidly adoption of it by customers. For instance, people nowadays make use
of mobile application and websites in order to do their bookings which save their time and
provide them proper information.
Another example is personalised services provided by tourism sector that impact directly on
the attitude and behaviour of consumer. It is determined that many of consumers in present time
prefer personalised services which fulfil their requirements in an appropriate manner.

Task 2
P3 Explanation of various stages of consumer decision-making journey & map a path to buy as
well as understand it within the tourism sector
Consumer decision-making is mainly the process on which consumer go through at the time of
buying a particular product and service (Bruwer and Rueger-Muck, 2019). Along with this, it is
important to certain as it will assist to improve business by developing effective strategies. The
various stages that are involved within the decision-making journey is given below:
Need recognition: it is the first step and here in consumer identifies its core need or
requirement in a proper manner.
Searching of information: Here in customer collect information about various goods
and services that are available in order to fulfil their requirements.
Evaluation of the alternatives: herein, consumer evaluate various alternatives exist at
marketplace in terms of quality, price and the value it delivered to them.
Purchase: It is the step which involves the actual buying of product which assist
customer to fulfil their requirements I’m providing damn high value in comparison to other
projects.
Post purchase evaluation: This step take place after the buying of a product and
consumption of it. Herein, the evaluation of purchase is take place in terms of its effectiveness
and quality that meets with the needs.
Another method that will assist in analysis of customer journey is also be enough
similarities as well as dissimilarities. It is important to analyse the factors which have positive
and negative influence over behaviour (Kastenholz, Eusébio and Carneiro, 2018). Here in coma
mapping take place in order to also train emphasize on the procedure followed by the
management of respective organization, which are as follows:
Pre purchase: it is about to identify the requirements and needs of customer through an
organizational management. The benefit of this step assist in providing quick and satisfied
service that impact positively on buying behaviour of customers.
Purchase: It involves delivering of effective requirements on the one who delivers high
value in relation to the other alternatives.
Receive: it include checking which is received by customer Same as presented. In
addition to this, it assist in improving experience and service as per customer requirements.

Post purchase: It is about author training feedback which they want to continue in order
to function on enhance the level of customer base service.
P4 Explore why it is essential for marketers to map a path to purchase as well as understand
Consumer decision-making in the tourism business
It is significant for marketers to gain insight about consumers decision-making as it will
assist them in determining customer needs towards particular service within the tourism industry.
There are various importance of mapping a path to purchase of customers on consumer decision-
making process, which are given below:
Important for marketers to map a path off customers:
Mapping the Path to buy of customers is significant for marketers as it will support in
gaining knowledge about various issues which are being faced by customers at the time of
buying a particular product as well as service. There are different levels of mapping the path and
is given below:
Extensive problem solving: it is the initial step and hearing customers take high time in
selecting goods and services as per their requirements. In addition to this customer have no idea
and knowledge about the offerings within the market segment.
Limited problem solving: it is the another staff and here in customer have little
knowledge about business offerings. In addition to this they compare offerings of present
company with the other offerings in context of price, quality and the service. It is important for
Trailfinders to put their efforts in fulfilling customer requirements as it help in retaining them for
longer time period.
Routine problem solving: it is the last step of mapping path to buy of customers. It is
determined that here in customer buy goods and services of particular company. Herein,
Trailfinders is required to ensure that they provide after service facilities to its customers so that
their issues are resolved as it helping developing effective relationship with them in an
appropriate manner (Scuttari and Isetti, 2019). All these are significant steps for marketers like
Trailfinders in attracting large number of people an enhance their seals as well as revenue full
stop like Trailfinders in attracting large number of people and enhance their sales as well as
revenue.
Important for marketers to know consumer decision-making:

It is determined that consumer decision-making process is one of the most important
aspect for marketers as it helps in meeting with the expectations and retaining them for longer
time period. It is significant for Trailfinders to assess the various forms of services along with the
likes and dislikes of its clients so that they can make changes accordingly. There is important to
know about consumer decision-making process that is mentioned below:
Increment in sales: it is stated that large number of customers within the tourism sector
as is Trailfinders in enhancing their sales and also help them in raising its brand image with in
the market. So, it is the role of tour operator to give effective and quality services to the visitors
in an appropriate manner.
Maximization of customer base: by gaining insight about decision making process, the
respective organization can easily fulfil customer requirements and needs which in turn assist in
raising customer satisfaction level with result into loyalty and raising customer base level.
M2 Assessment of how marketers or dealers are reacting to the decision-making process, relating
relevant examples from the tourism sector
The marketers of respective organisation that is Trailfinders are developing various
strategies and plans. In addition to this, the decisions developed by organisation for managing
tour involve effective analysis of decision-making process that is significant in order to provide
high customer experience.
TASK 3
P5 Compare as well as contrast key dissimilarities of hospitality decision-making procedure
with in relation to Business to business & Business to customer using specific examples
Decision making
process
B2C B2B
Analysing need Buyers mainly initialise the process
by identifying the needs that show
their requirement is practical in
nature.
Companies are seeking for buying
process by analysing the needs to
achieve business objectives.
Comparing
alternatives
Herein, buyers mainly differentiate
the requirement from other
Herein, the business owner compare
the aspect of different suppliers in

alternatives in terms of price, quality
and many more.
relation of quality, durability, cost
and budget of company.
Select among
various
alternatives
The buyers select the most adequate
and appropriate product which fulfils
their requirement.
On the other hand, company select
the suppliers who provide them best
facilities.
Analysing the
outcome
Herein, buyer give their input when
their expectations are not met and
they feel disappointed with the
offerings.
At this stage, company face many
problems and for dealing with this,
they communicate with the provider
in an effective manner.
on the off chance that organizations
faces any issue in item, at that point
they settle them by speaking with
provider.
Decision In business to customer, the decision
are taken by customer while
considering factors such as price
compare to competitors, availability
of space, convenience, budget and so
on. In addition to this, decisions are
mainly taken by customers by
discussing it with family members
and other person as well.
Herein, decisions are taken by
undertaking aspects such as profit
margin, present marketing trends and
many more. In this, formal decision
is taken by businesses by consulting
it to partners and other stakeholders.
Example If a customer want to buy a particular
service from an organisation then it
may review website of that particular
comments, review comments, discuss
with friends and check the offerings
in context of price and quality as well.
If a company directly buy any
product or service from other
organisation then it first consider
budget and then facilities provided
by them.

Types of different decisions that are made when purchasing travel and tourism products and
services in B2B and B2C contexts
Availability of number of alternatives: It is determine that customers search for
alternatives while buying any services in order to find best option in their budget. They compare
the quality as well as price of service which assist in getting best as well as effective deals.
Price: It is undertaken as one of the major factor that is consider as price plays an
important role in consumer decision making process (Gibson and O’Rawe, 2018). If a customer
find same services in less price then they shift towards it easily.
Distribution channels: It is determine that businesses consider this factor while taking
buying decision as they prefer to make those deals that has less number of hierarchy levels.
Current marketing trends: It is important for businesses to buy those deals and consume
those services that is trendy as customers prefer those services that is new and innovative at
marketplace. It is determined that considering of this factor is significant as it help in attracting
customers and gaining growth as well.
P6 Various approaches of market research methods & the research applied for knowing
consumer decision making process
For understanding the decision-making procedure of customers, both the primary and
secondary method is useful and beneficial for Trailfinders. In the present time, most of the
organization conduct market research and make use of questionnaire, survey on other methods in
order to collect information. It will help in understanding customer requirements and their
viewpoints about the offerings provided by Trailfinders. In addition to this, there are various
approaches of market research which is advantage use in order to understand the decision-
making procedure of customers. Some of the effective and useful approaches are given below in
relation to the Trailfinders:
Passive view model: As for this model, purchasing behavior of consumer receives
prompted by using practices such as advertising, promotion, income and so on. In context to this
it is analysed that such model does not longer bear in mind the truth which by are themselves
please an important role in making the selection related to product and services (Holmes, Dodds
and Frochot, 2019). With the help of this model, researchers will be able to know about
consumer behaviour that are highly influenced by the promotion an advertising. Da another
factor which will assist in attracting consumers is offering them value as per the amount the