Trafalgar Tourism Consumer Behaviour and Insight Assignment Report

This report provides a comprehensive analysis of tourism consumer behavior and insight, focusing on various factors influencing consumer decisions within the tourism and hospitality industry. It examines the impact of social, personal, cultural, and psychological factors, as well as the role of digital t...Read More

Tourism Consumer
Behaviour and Insight

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Different culture, social, personal and psychological factors that can impact on consumer
behaviour and attitude..................................................................................................................3
P2 Impact of digital technology on consumer.............................................................................4
LO2..................................................................................................................................................5
P3 Stage of consumer decision making process and map path of purchasing tourism services. 5
P4 Importance of map path of consumer decision making process for marketer........................6
LO3..................................................................................................................................................8
P5 Key differences of the hospitality decision-making process in the context of B2C and B2B8
P6 Different approaches to market research and methods of research used for understanding
the decision-making process........................................................................................................9
LO4................................................................................................................................................10
P7 Marketers influence stages of tourism decision-making process.........................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Tourism Consumer Behaviour and Insight refers to the attitude and behaviour or preference
of individual regarding selection of particular destination or place for effective operation of
business. There are various factors that influence consumer behaviour such as culture, social and
Psychological that needs to be considered by marketer of Trafalgar while formulating strategies
to induce individuals. Digital technologies have also impacted selection or decision making of
customers regarding specific destination and hotels to enjoy their leisure time and money. This
report is about Trafalgar that operates in tourism and hospitality industry to provide better
experienced to customers so that it can earn maximum profitability. It has analysed points such
as factors that affect behaviour of people and different stages of consumer decision making while
making purchase. Report has also discussed about different approaches of market research and
the way marketer of Trafalgar has influenced different stages of consumer decision making
process.
LO1
P1 Different culture, social, personal and psychological factors that can impact on consumer
behaviour and attitude
Consumers are most crucial for any organisation as it helps in generation of more and more
revenue or profit margin for better living standard therefore companies makes hard efforts to
fulfil their requirements. Needs and preference of customers are affected or influenced by
various factors such as social, personal, culture and psychological that are affectively evaluated
and analysed by marketing manager of Trafalgar while planning strategies to influence
customers (Fleischer, 2017). Therefore various factors that affect consumer behaviour, taste and
preference are as follows:
Social factors: It included personal contact or network of individual that provided crucial and
first hand information to individual about various destinations, places or hotel that it can choose
to spend its leisure time and money. Consumer always ask to their relative, friends and family
member before selecting particular destination therefore it can be stated that social factors have
major impact on consumer behaviour.
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Personal factors: Each individual have its own preference and needs or tradition , culture and
belief that motivated it to select specific destination as compared to another. Therefore marketing
manager of Trafalgar has to conduct market research related particular needs and requirements of
individual so that firm can grow and expand its business.
Psychological factor: It refers to education level, mindset and age or social culture and family
background of individual influence consumer behaviour and attitude. Some individual are
motivated to visit at particular destination for have fun and enjoyment so marketing manager of
Trafalgar have identified such factors to attract maximum number of individual. Education level
or existing knowledge of individual also contributed in effective selection of destination.
Culture factors: It is another factor that influence on behaviour and attitude of consumers that
is culture as different people belong to different culture and tradition. Most of the tourist likes to
visit destination that conserve its value, ethics and culture so that they can have fun while visit at
such place (Ribeiro and Grebosz-Krawczyk, 2020). Therefore it can be stated that all such
factors has adversely impacted on choice and selection of various destination across globe.
P2 Impact of digital technology on consumer
There are rapid changes and development in digital technologies which have impacted on
overall customers taste, preference and trends. Companies are using digital media to market
their products and services to wide range of customers that are living in specific society thus it
have reduce total cost of marketing. Most of the people spend lot of their time scrolling or
playing games, watching videos through social media such as facebook, twitter and Instragram to
have entertainment and enjoyment. Therefore various points that illustrated impact of digital
technology on consumer behaviour are as follows:
Brand trust: People through digital media are able to known about brand image or rating of
particular hotel, organisation that helps in building strong brand image and customers loyalty
(Camilleri, 2017). Most of the tourist uses social sites to get suggestion regarding particular
destination and hotel so that they can choose best alternative from various option for better
satisfaction of their requirements.
Get lot of information: Social media or digital technology has provided ease and comfort to
customers by offering ease access to various information that they need about various
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destination, various availability of resources and infrastructure. Customers while staying at home
can known about detail information about features of hotel, food and other facilities thus select
specific hotel or restaurants for fulfilment of their requirements.
Customer expectations have gone up: Due to digitalisation and innovation in technologies
customer’s preference and expectation have been raised as they know prefer more qualitative
products, infrastructure, services at reasonable prices (Kaur and Kaur, 2016). At the same time
people can easily compare two or more hotel, restaurants on basis of price, facilities or services
in order to select best possible destination for satisfaction of needs.
Customers can see feedback or comment of other individual: Another option that have
provided by various digital media is that people can easily give their review regarding their
previous visit in particular hotel or destination. Feedback of previous customers, like, comment
are some of the method that are used by people while taking accurate decision regarding to visit
particular destination to have optimum utilisation of available time and resources.
Trafalgar manager by using digital media is able to create awareness among customers
and strong brand image in tourism and hospitality industry that have contributed in effective
growth and sustainability of organisation in competitive market condition. People can easily get
information about numerous facilities, services or promotion offers that are lunched by company
at several occasion.
LO2
P3 Stage of consumer decision making process and map path of purchasing tourism services
There are various stages that are used by consumer while taking crucial decision regarding
selection of products and services for their satisfaction of different needs and requirements.
Consumers decision making is a process where particular individual before, while purchasing
and after purchase of products make evaluation in order to identified that it have get specific
amount of value by spending money on particular goods (Juvan and Dolnicar, 2016). Path and
stages that are followed by people in deciding to make purchase of specific products can be
illustrated as follows:
Problem recognition or unsatisfied need: It is first stage at which consumers face specific
problem or its needs are unsatisfied that forces its to search various method that it can use to
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fulfil requirements. Trafalgar manager also analysis market trend and unsatisfied wants of
customers so that effective strategies can be formulated to influence or attracted them for making
purchased for growth and success of organisation.
Search information: It is second stage in which consumer before making purchase of products
and services search various information about destination, hotel and facilities or infrastructure
that are present in particular place through use of digital media, feedback of previous customers
or suggestion of friend relatives. Google is one the biggest search engine that is used by most of
the customers while taking decision to select specific place.
Evaluation of various alternatives: At this stages customer evaluate hotels, restaurants and
different tourism organisation by information that are provided on their official websites. It can
easily compare price, facilities provided by one organisation over another thus choice best
possible option for effective utilisation of holidays at particular destination (Boz, Arslan and
Koc, 2017). Trafalgar market manager have provided essential information to people about
online services, facilities and prices so that customers can easily evaluated and select best
possible option.
Selection stage: Customers after evaluation and searching of various information is able to take
final decision regarding particular products and services that need to be purchased or not by
individual. Strong brand image and positive comments, feedback and lot of likes on website of
Trafalgar have motivated individual to choose such travel organisation for having trip at different
destination.
Evaluation of decision: It is last stage where customers have actually enjoyed services offered
by restaurants; hotel and its needs have been fulfilled. At this stage customers matches whether
services offered by company have meet its expectation or not so that it can use in future for
effective decision making. Trafalgar have always make efforts to provide best services to
customers for repeated sales and long term growth and success of organisation.
P4 Importance of map path of consumer decision making process for marketer
Map path of consumer’s decision making process is crucial and important for marketer of
Trafalgar as it helps in increasing profitability and market share of firm. Marketer by using map
path can easily influenced different people to make or prefer products and services of specific
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organisation as compared to another. Therefore various importance of map path of consumer
decision making process can be explained below:
Effectively understand unsatisfied needs of consumers: Marketer through map path can easily
understand problem or unsatisfied needs of tourist thus find innovative and creative method to
fulfil their requirements. Trafalgar manager by use of map path is able to resolve their problem
and helps company to gain competitive advantages by retaining maximum customer’s
satisfaction.
Customers can be easily influenced: Marketer can easily influence various individual that live
in particular society as it is able to known about decision making process of person (Cavagnaro,
Staffieri and Postma, 2018). Trafalgar manager have use map path to formulate effective
strategies that have helped in attracting existing as well as new tourist to select company.
Properly fulfil demands of customers: Marketers at Trafalgar should map a path to purchase
and understand consumer decision-making for properly fulfilling different demands of customers
as well. It is very necessary task to the marketing team of this tourism company, because some
times people or customers not able to purchase such things which they really want to purchase.
In this situation, by deeply understanding decision-making of customers, Trafalgar can easily
fulfil various demands of customer within the market.
Evaluation
Marketers within Trafalgar should properly respond decision-making process of
customers, because this step marketing team will be positively affected to this tourism company
(Benckendorff, Xiang and Sheldon, 2019). Marketer of Trafalgar need to use different
techniques and tactics towards systematically understanding decision-making process of
customer. Basically, every customer thinks differently, so it can take different decisions as well.
In this situation, marketing team should run such campaigns within market which can positively
affect to the decision-making aspect of customers. Basically, marketers at Trafalgar should
influence customers in that manner which can motivate them for purchasing services only from
Trafalgar.
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LO3
P5 Key differences of the hospitality decision-making process in the context of B2C and B2B
Top-level management of Trafalgar always need to choose different ways while taking
decisions in the context of “Business to Customer” and “Business to Business”. This tourism
mainly depends on the B2C context to generate high revenue (Tribe and Mkono, 2017). It means,
upper management of company believes in directly deal with customers without involving
mediators in its business operations. But in some cases, this company is required to choose B2b
context also for gaining appropriate profit. In the context of B2C, top-level management always
takes decisions towards providing the best quality services to its different customers. According
to upper management of company, a customer is the king of market, in which Trafalgar always
responsible to provide the best services to its customers. Currently there are huge competition
within the international tourism industry. Basically, each tourism company in all around the
world is taking different productive decisions towards attracting lots of new customers towards
its brand. In this situation, upper management at Trafalgar also highly responsible to take some
appropriate decisions for gaining large customer base within the international tourism industry.
The company already knows that, B2C terms is much favourable to it in the comparison of B2B,
that’s why existing management of this company always should be used its well-developed
decision-making abilities to positively affecting its various customers in the market.
On the other side, taking decisions in the context of B2B is completely different thing to
this company, because when upper management of company deals with other businesses, then it
need to consider this thing while taking decisions that, other businesses is also working in the
market for generating huge profit. Basically, a company is always required huge support from
other businesses within its business environment. For example; Trafalgar is a tourism company,
but it is required to take decisions towards maintaining effective contacts with other businesses
also for generating huge profit within the market. Suppose this company need to professionally
maintain its official sites, because lots of travellers or people mainly visits the sites of different
travel companies for planning their tours (He, He and Xu, 2018). In this situation, top-level
management of Trafalgar responsible to take decisions towards contacting to that business which
provides better IT solutions, because appropriate IT solutions is highly required to Trafalgar for
maintaining its official website up to date. Not only IT business, existing management company
should take decisions towards make extra-ordinary relations with other businesses. For example;
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Trafalgar can take decisions for contact different marketing agencies and businesses for
attracting large customer base in tourism industry.
P6 Different approaches to market research and methods of research used for understanding the
decision-making process
There are lots of methods generally used by different companies or businesses for properly
researching about the decision-making process of customers. In the situation, Trafalgar is also
highly required to use different appropriate methods for systematically understanding decision-
making process of customers. Of course, there are research on customers’ decision-making
process is very necessary task to this tourism company to attract lots of customers towards its
brand. Some productive approaches to market research and methods of research has been
discussed below which Trafalgar can use for properly researching about decision-making of
customers.
Surveys: Survey is one of the best methods to Trafalgar for deeply understanding decision-
making of customers (Bowen and Whalen, 2017). In this method, the company should conduct
different surveys within various selected market segments. In these surveys, it should take
different opinions from, customers, because most customers always share their point of view
while giving their opinion on any specific topic. By systematically considering point of view of
customers, Trafalgar can easily analyse decision-making process of customers.
Interviews: This is next most productive research method that Trafalgar can use its research
process for knowing about decision-making process of customers. In this method, company
should conduct various personal interview sessions where it needs to invite different random
customers. In these interview sessions, company should ask customer about ‘what things a
company influence them to take decisions towards buying its products and services’. This is very
necessary method Trafalgar, because by conducting interview sessions with customers, this
tourism company can easily know about decision-making process of customers. On the other
side, this research method is too efficient in providing accurate data.
Observation: Many companies take lots of advantages through this approach of research as
well. By observing, anyone can easily find out various attribute of a subject. That’s why
Trafalgar should choose this approach of research also for researching about decision-making
process of customers (Knobloch, Robertson and Aitken, 2017). Basically, marketers of this
tourism company should systematically observe various customers within market. By taking this
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step, Trafalgar will be able to properly know about decision-making procedure of different
customers within tourism industry.
Evaluation
Currently there are lots of factors exists within market which can highly influence
tourism decision-making process and buying behaviour. For example; many people or customers
within market get influenced through different fancy and attractive advertisements which runs
various tourism companies and brands. On the other side, economic factor is one of the major
factors that highly influence customers within tourism industry while taking decisions. For
example; a person who is developed economically, so this person can easily take decision
towards travelling in the comparison of other people. Then, person’s attitude and interest also
highly affect decision-making process of customers.
LO4
P7 Marketers influence stages of tourism decision-making process
Markers of a company or business mostly puts their huge efforts towards highly influencing
and affecting decision-making process of customers (Kim and et.al., 2018). There are marketing
team of Trafalgar also has putted its lots of efforts for positively influencing customers’ decision-
making process of customers. The main aim of Trafalgar behind influencing decision-making
process is to influence customers within market for taking decision towards buying its products
and services. This is very necessary task to this tourism company, because by completing this
task Trafalgar will be able to gain the large customer base within the market. The marketing
manager at this tourism company should use those marketing techniques and strategies in its
marketing operations which can positively affect behaviour of customers. Basically, behaviour of
a customer convinces it for buying products and services of a company, that’s why marketers of
this company should take positively affect behaviour of customers within various market
segments.
Currently marketing team of Trafalgar is highly using social media marketing for deeply
affecting different stage of customers’ decision-making process. Basically, marketing has created
its official accounts or handles on these various social media platforms, in which it always posts
different attracting photos and videos on these platforms. In this situation, when customers or
people within market see these posts of Trafalgar on social media, then many times they get
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influenced towards taking decisions for buying services from this tourism company. Sometimes
marketers of this company have sponsored different event also for convincing customers for
buying its exclusive tourism services (Liang and et.al., 2017). These all are some major ways
which has used by marketing team of Trafalgar for influencing customers’ decision-making
process within tourism industry.
CONCLUSION
On the basis of report findings, it can be concluded that there are cultural, social,
psychological and personal factors always highly influences customer behaviour within market.
There is digital technology is affecting customer trends, in which Trafalgar also should consider
this factor. There are various stages of customer decision-making journey exists which markers
of Trafalgar should properly consider for positively influencing decision-making process of
customers. It is very necessary task to this tourism company for affecting different customers
towards taking decisions for buying only its services. At the end, Trafalgar will able to achieve
large customer within the international tourism industry.
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REFERENCES
Books and Journals
Fleischer, A., 2017. Quantity and Quality Issues in Demand for Tourism. Management Science
in Hospitality and Tourism: Theory, Practice, and Applications, p.125.
Camilleri, M. A., 2017. The Consumers’ Interactive Engagement and Their Behavioural
Intention to Purchase Tourism Products. Camilleri, MA (2017). The Consumers’
Interactive Engagement and Their Behavioural Intention to Purchase Tourism Products.
In Taheri, B. & Hosany, S.(Eds.) Academy of Marketing: Tourism Marketing Special
Interest Group (SIG) Consumer Engagement in the Tourism Industry: New Trends and
Implications.
Cavagnaro, E., Staffieri, S. and Postma, A., 2018. Understanding millennials’ tourism
experience: values and meaning to travel as a key for identifying target clusters for
youth (sustainable) tourism. Journal of Tourism Futures.
Juvan, E. and Dolnicar, S., 2016. Measuring environmentally sustainable tourist
behaviour. Annals of Tourism Research, 59. pp.30-44.
Boz, H., Arslan, A. and Koc, E., 2017. Tourism Management Perspectives. Tourism
Management, 23, pp.119-128.
Kaur, K. and Kaur, R., 2016. Internet of things to promote tourism: An insight into smart
tourism. International Journal of Recent Trends in Engineering & Research, 2(4).
pp.357-361.
Tribe, J. and Mkono, M., 2017. Not such smart tourism? The concept of e-lienation. Annals of
Tourism Research. 66. pp.105-115.\
He, P., He, Y. and Xu, F., 2018. Evolutionary analysis of sustainable tourism. Annals of Tourism
Research. 69. pp.76-89.
Bowen, J. and Whalen, E., 2017. Trends that are changing travel and tourism. Worldwide
Hospitality and Tourism Themes.
Knobloch, U., Robertson, K. and Aitken, R., 2017. Experience, emotion, and eudaimonia: A
consideration of tourist experiences and well-being. Journal of Travel Research. 56(5).
pp.651-662.
Kim, C. S., and et.al., 2018. Review of reviews: A systematic analysis of review papers in the
hospitality and tourism literature. International Journal of Hospitality Management. 70.
pp.49-58.
Liang, S., and et.al., 2017. The relevance of mobile tourism and information technology: an
analysis of recent trends and future research directions. Journal of Travel & Tourism
Marketing. 34(6). pp.732-748.
Benckendorff, P. J., Xiang, Z. and Sheldon, P. J., 2019. Tourism information technology. Cabi.
Ribeiro, B. B. and Grebosz-Krawczyk, M., 2020, March. Consumers’ Behaviour Lifestyle, Co-
Creation Accommodation and its Impact on Tourism Authentic Experience. In ICTR
2020 3rd International Conference on Tourism Research (p. 223). Academic
Conferences and publishing limited.
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