Tourism Consumer Behaviour: Factors, Trends, and Decision-Making

This report provides a comprehensive analysis of tourism consumer behavior, examining the influence of social, cultural, personal, and psychological factors on consumer attitudes and purchasing decisions. It investigates how digital technology is reshaping consumer trends and explores the consumer decision-making journey, mapping a path to purchase for tourism services. The report evaluates how marketers are responding to these changes, analyzes the differences between B2C and B2B decision-making processes, and assesses various market research approaches. It also critically analyzes emerging trends in consumer behavior, using specific examples from the tourism sector, including TUI UK, Thomas Cook, and Trafalgar. The report further examines how marketers can influence the different stages of the tourism decision-making process, supported by relevant theories, concepts, and models.

Tourism Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................4
Investigation of various social, cultural, psychological and personal factors that impact
tourism consumer behaviour along with different examples.................................................5
Explanation of how consumer trends are changing due to digital technology ......................6
Analysis of how personal, social, cultural and psychological factors that impact attitude and
consumer behaviour are changing trends in tourism sector...................................................7
Critically analyse the emerging trends in consumer behaviour & attitude, by using particular
examples in tourism sector.....................................................................................................7
PART 2 ...........................................................................................................................................8
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given tourism service...................................................................................8
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision making in the tourism sector...................................................................9
M2 Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the tourism sector.........................................................................................11
P5 Compare and contrast the key differences of the tourism decision-making process in the
context of B2C and B2B.......................................................................................................11
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.........................................................................13
M3 Provide a coherent and justified evaluation of how different factors influence tourism
decision-making and buying behaviour, supported by specific tourism examples..............14
P7 Evaluate how marketers can influence the different stages of the tourism decision-making
process..................................................................................................................................15
M4 Critically evaluate how marketers influence each stage of the decision-making process,
with reference to relevant methods and models applied......................................................16

D2 Critically evaluate the application of appropriate theories, concepts and models that
influence and impact upon the tourism decision-making process, supported by specific
tourism examples and contexts.............................................................................................16
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Consumer behaviour refer to the study of how customers, individual, group and
organisation select and purchase products and services in order to fulfil their requirements and
needs as well. In addition to this, it is an action taken by consumers in the market for effective
buying of goods and services. It is significant for an entity to analyse the behaviour of customers
as it help in satisfying and retaining them for longer time period. In the present report, TUI UK
and Ireland is taken into consideration (Alamanos, Kuznesof and Ritson, 2016). It is a Anglo-
German multinational tourism and travel company which was established in the year 1923. The
head office of the company is located in Germany and at present it has functioned globally. The
products of organisation are hotels and resorts, travel agencies, package holidays, cruise lines
and many more. The report will divide into two parts. The first part is a magazine article that will
cover factors such as cultural, personal and social factors which influence attitude and behaviour
of consumer. Along with this, there is discussion about how consumer trends are changing due to
digital technology. Further, the examples of three organisations is given in first part that is TUI
UK, Thomas cook, Trafalgar organisation. The second part will elaborate the stages of consumer
decision making process along with significance for marketers to map a path to understand
decision making of consumer. Moreover, difference among B2B and B2C and various
approaches of research using to understand decision making process will be describe in the
report.
PART 1

Investigation of various social, cultural, psychological and personal factors that impact tourism
consumer behaviour along with different examples
Consumer behaviour is basically analysing the behaviour of groups and individuals towards
their buying behaviour of goods and services as well. In addition to this, it help organisations to
fulfil the needs of customer and develop positive mind set towards the brand in an effective
manner (Gibson and O’Rawe, 2018). It is important for the companies to identify the impact of
various factors such as personal, social mad cultural on the buying behaviour as it help in
developing effective strategies that leads to customer satisfaction and customer retention as
well. In the present scenario, the managers of TUI UK & Ireland determine factors that impact
on buying behaviour of customers. The factors is given below:
 Social factors: It involve elements such as family, friends, society, colleagues and may
more. All this factors impact directly on the behaviour of consumers as most of the
family and friends take decision after discus it with others. In context to the Tourism
sector, the decision of people depends on their age (Jackson, 2019). For instance, young
people from age group 23-39 prefer to go clubs, beaches. On the other side, old people
are like to prefer going religious places. It is analysed that TUI group offer attractive
packages by considering social factor in mind. This help company to positively impact
on the buying behaviour and attitude of consumers.
 Cultural factors: It involves factors such as value, norms, opinions, ideologies and
views of people which is developed from the culture an individual live in it. It is
analysed that the consumers are categorised into three different segments that is high,
middle and low class. With reference to Thomas cook group, it offer packages as per the
segment that assist in dealing with customers easily and get the deal done effectively
(Moutinho and Vargas-Sanchez, 2018). The people belong from lower segment like to
visit nearest cities whereas high class segment people like to travel other countries.
Providing packages accordingly help company to attract people and influence positively
on the behaviour and attitude of customers.
 Personal factors : This factor consist of income level, economic conditions, age and so
on that directly impact on the buying behaviour of customers. For example, people
belong from low income segment prefer 2 or 3 day travel package or as per their
income. On the other hand, people from upper segment like to go for long vacations that

they can easily prefer by them. Organisation such as Trafalgar analyse the personal
factor or review the expectations of customers so that they can offer best packages and
enhance their sales and profitability level. This assist company to increase their level of
sales and profitability in an effective and appropriate manner.
 Psychological factors: It consist of consumer perception, learning, motivation level
which poses an influence on consumer behaviour and attitude. In relation to Tourism
sector, the consumer who want to travel take suggestions from family members or
family and then take decision (Altinay and Taheri, 2019). Nowadays, people also check
he reviews of customers on particular webpage and online application that help in taking
better decision. It is determine that TUI has an official website that involve all the
information about company in order to provide convenience to customers. In addition to
this, it allow customer to give reviews after taking the service that impact of the buying
behaviour of other customer. So it is essential for TUI UK & Ireland to offer quality
service to customers so that they can give positive reviews that has direct impact on
attitude and buying behaviour of consumer in a positive manner.
Along with these factors, there are also various challenges faced by organisation in order to
fulfil requirements of customer and develop positive behaviour towards brand. The dimensions
followed by tourism companies for providing effective service to its customer is given below:
 Tangibility : All the information is provided to the users for maintaining visibility to all
the customers as it help customers to easily convey customer and deal with them in an
effective manner.
 Reliability & Responsiveness : The company is offering quality service to customers
and keep their promises fulfilled which help in gaining trust of customers and retain
them for longer time period.
 Assurance : The company provide training session to the staff members in order to
improve their skills and knowledge. It help company to offer quality service and handle
customer queries in a more effective and rapid manner.
Explanation of how consumer trends are changing due to digital technology
Technology is a very crucial parts that affects the customer buying behaviour. With the use of
innovation technology the customers are getting large amount of information related to different
types of products & services. In case of tourism industry there is a need to use the digital media

strategies that can helps in getting a competitive advantages as compared to other organisation
that are part of similar industry. In case of TUI, UK customers are affected by certain prevailing
trends as mentioned below:
 Impact of Technology : With the changes in technology the whole industry is getting
affected and they are changing themselves according to the prevailing external
environment (Higham and et. al., 2016). In TUI UK, managers are willing to work
towards development of applications that can helps in enhancement of customers
conveniences, it helps in creation of aid to make their travelling bookings according to
their customised needs.
 Increases focus on health : There si a need to have more focus towards development of
a suitable environment that foes not posses any negative impact on the health. In TUI
UK, the organisation is willing to enhance the safety of their consumers. So they make
efforts in terms of higher precautions and health benefits to ensure safety of their clients
while they are on their respective trips.
 New roles for staff : There is a need to ensure that there are proper customer care
services to enhance the statistician level of customers. For this there comes a need to
handle all the issues and provide appropriate services to customers. In TUI UK, there is
a proper customer services department that is built in order to deal with all the issues
that are prevailing in the organisation in order to solve any customer specific problems
as soon as they arise.
Analysis of how personal, social, cultural and psychological factors that impact attitude and
consumer behaviour are changing trends in tourism sector
It is analysed that social, cultural and personal factor directly impact behaviour and attitude of
consumers and are changing with the trends. For instance, change in technologies and using of
digital platforms impact on the personal factor as they first see the reviews on company website
and then take decision that has negative and positive impact on consumer buying behaviour.
Moreover, the company analyse the needs of customer and then offering package to customers
that has positive impact on the buying behaviour of customer associated with social factor.
Critically analyse the emerging trends in consumer behaviour & attitude, by using particular
examples in tourism sector.

Hospitality is a dynamic and regularly fluctuating industry and amongst it four sectors Tourism
is one immensely contributing one. From surveys conducted it is determined that the trends
changing in overall hospitality sectors is affecting the tourism as well. People behaviours and
attitudes are evolving (Song and Liu, 2017). For instance earlier travellers use to book and buy
tickets for travelling by reaching out to physical stations but in today's scenario people prefer to
book and buy tickets online. The online digital platforms allows them to make better
comparison and pick the best deal for themselves. Moreover, the process of online bookings and
buying travel tickets is comforting and time saving, consumers just need to make few clicks for
making purchase by sitting anywhere in the world.
PART 2
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given tourism service
Consumers behaviour is a concept focusing on different segments of buyers that are
individuals, group and organisation. The idea of consumer behaviour reflects upon the decision-
making of buyers and their attitudes towards the brands and their offerings. In simpler terms
consumer behaviour refers to the actions and procedures undertaken by buyers while making
purchase for fulfilling their needs, requirements, wants and desires (Liu and et. al., 2017). The
study is conducted by organisations such TUI for knowing the exact manner in which people and
groups are going behave and proceed for making purchase. Few steps of consumer decision-
making journey which are essential to analyse by TUI UK & Ireland for mapping their path
towards purchase are as follows:
 Problem or Need Recognition- According to the experts and researchers the first step of
consumer decision-making journey is problem or need recognition. At this stage the
buyers establishes their needs and motive for purchase. At this stage marketers of TUI
UK & Ireland have to make sure that they have in-depth knowledge about the purchasing
behaviours of consumers and make it a competitive power in every purchase situations.
 Search Process/Collecting Information- The next stage of consumer decision-making
process is for searching gathering market information. At this stage consumer's search for

all the suitable offerings which can satisfy their needs or resolve their problem. The data
sources that are used is internet, newspapers, magazine articles and others (Seyidov and
Adomaitienė, 2016). The marketers can make use of Search Engines Optimisation for
keeping close contact with customers and render them all the required data in relation to
offerings of TUI UK & Ireland.
 Evaluating Alternatives- The third stage is of making comparison and evaluating the
best alternatives. The buyers once collect all information will then examines the merits
and demerits of all the alternatives present in the marketplace. The consumer
subsequently make their choices in relation to the offering, the brand and the suitable
price structure. The business owners of TUI UK & Ireland have to offer the best deals
and offers to consumer's as their wish is to have the best commodity in their capacity.
 Selection Stage/Purchase- The second last and the most crucial stage as the buyers make
their final decisions and make purchase of the respective product and service which they
were looking for and which can make them satisfied (Scuttari and Isetti, 2019). TUI UK
& Ireland marketer can not do much at this stage but have to collect feedbacks in order to
know about the experiences of clients and how better they can make the offerings in
future.
 Evaluation of Decision/Post Purchase- This is the step where consumers make
evaluation of their decisions by identifying that is the purchased good or service have
satisfied their need and resolved their problem or not. This step will decide the future
purchase for the brand and therefore, TUI UK & Ireland haver to make sure that once the
services are proceeded and sales is made they take feedbacks form customer's to know
their need satisfaction standard and also to provide after sales services is to clients.
P4 Explore why it is important for marketers to map a path to purchase and understand consumer
decision making in the tourism sector
Marketers are those professionals and part of marketing team of the organisation who
map the path of buyers towards the brand by influencing the decisions of consumers by focusing
over all the stage of consumer's decision-making process. The marketers make and execute plans
and promotional actions on behalf of TUI UK & Ireland in order to keep people informed,
influenced and attract them for making purchase of the services provided by the brand (Held,
2018). Therefore, it is identified that marketers plays a vital role in mapping a path to purchase

and understand consumer decision making in the tourism sector for TUI UK & Ireland. More
specific analysis is provided below by concentrating on all the stages of consumer decision-
making journey by quoting specific examples.
 Problem or Need Recognition- The first stage of decision-making and purchasing
journey of customer is need or problem recognition. At this stage the marketers of TUI
UK & Ireland make a thorough analysis of the market for knowing the trends and
customers need. This step is essential as it will enable in knowing the exact manner in
which people behave and how offers and services should be presented in market for
attracting and influencing the buying attitudes of potential buyers (Gardiner and Kwek,
2017).
 Search Process/Collecting Information- The next step is where individuals or group
buyers collect information from internal and external sources for finding the best suitable
offerings for them which can satisfy their desires and keep them happy. At this stage
marketers of TUI UK & Ireland will be providing all information to customers and to
make them the potential buyers. It is an essential phase as the marketers make plans and
promotional channel are used for marketing the commodities of the company (Wang,
Weaver and Kwek, 2016). The marketers first identify the potential segment of market
for their products and services and be focused over the division while making marketing
plans.
 Evaluating Alternatives- The third phase of evaluation of alternatives where consumers
will make comparison amongst similar offering to book and buy the best deal for
themselves and for their travel routines. It is an essential stage for marketers of TUI UK
& Ireland to evaluate and play a major role in mapping path to purchase as the best
information and offers provision will keep the customers attracted and gain their loyalty
towards the brand.
 Selection Stage/Purchase- The second last stage of purchase when finally the buyers
make their final decision and make purchase form the organisation. The marketers and
other departments services received will be making the leading a positive impact on the
buyers. The marketing team should receive feedbacks for knowing the buying experience
of consumers with the brand through both online and offline offerings.

 Evaluation of Decision/Post Purchase- The last stage of post purchase decides the
loyalty of consumers and enable in developing their relations with the company for
longer period of time (So and et. al., 2016). Here marketers make sure to render after
sales services to buyers if required and accordingly know what exactly made them
satisfied and if their any need for making changes and improvements in goods or services
provided.
M2 Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the tourism sector
Marketers playing vital role in mapping consumers path and buying journey towards the
brands offerings. The marketers respond to the changing trends and dynamic decision-making of
buyers have to be influential for attracting people and keep the loyalty of customers towards the
company (Dredge and Gyimóthy, 2017). For instance, TUI UK & Ireland marketing team is
making use of magazine articles and social media for promoting their offers and changing
services. Trailfinders a competitor of TUI make use of effective advertisements and newspaper
articles for keeping people informed and for conducting promotional plans. Another competitor
British Airways an air travel service provider focus over aggressive marketing actions with huge
investments.
P5 Compare and contrast the key differences of the tourism decision-making process in the
context of B2C and B2B
Within an organisation, there is a huge difference among the decision making process in
regard of B2B and B2C businesses that exist in order to offer various purposes and objective.
B2B offer its products and services directly to other businesses and B2C sell its significant
products to the consumers as after accessing prominent needs and wants in specific manner.
Moreover, B2B marketing strategies are useful for the various businesses meanwhile, B2C
marketing is concerned with various marketing practices that are useful for customers
(Benckendorff, Xiang and Sheldon, 2019). For this, every marketer take entry in market with
prominent goals and objectives in order to acquire significance market area by offer effective
products and services to an organisation. In regard of this significance comparison for business
to customer and business to business decision making procedure is discussed as underneath:
Basis of difference Business to Business Business to Consumer

Buying behaviour and
decisions
In terms of TUI, they offer
significant products and
services after assessing several
attributes and elements which
include prominent pricing,
preferences and taste on the
grounds of customer base in
terms of achieving significant
result as it very important to
deliver appropriate knowledge
and information to other
people in terms of achieving
significant result (Juvan and
Dolnicar, 2016).
In B2C, customers are the one
who tends to judge prominent
elements in order to analyse
the quality of product and
quantity in terms of effective
cost and tends to remain
competitive within the
business environment.
Moreover, undertaking the
concerning process that take
less time as company use
several promotional techniques
in order to reach towards the
huge number of customers in
an effective way.
Analyse requirements In terms of B2B, company
need to identify the significant
trends in market area because
customers are very demanding
in market and due to this they
can easily offer prominent
services to their potential
customers in an effective
manner.
In B2C, they tends to analyse
the significant areas that are
required in prominent services
for an effective manner. Along
with this, it leads to cover huge
geographical area and also take
significant feedback in terms
of meeting both supply and
demand for prominently
offering suitable services. In
relation with TUI they can
adopt several promotional
techniques in order to reach to
the huge people.
Market scope The market scope for TUI is In terms of B2C, they tends to

vast as the needs and wants of
customers are change of
frequent basis and for this, it is
important to analyse the taste
and demand of customers in
terms of identifying living
standards and regulations
considering significant values.
reach towards the potential
results in order to analyse the
requirements of various
businesses as it depends on the
significant businesses
(Murphy, Gretzel and Pesonen,
2019). In terms of this,
organisation also search for
prominent bargaining ability
and buying power in order to
achieve significant result from
them.
Hence, from the above discussion it is identified that both the types of business forms are
important for the significant environment which is helpful in order to serve things to their
customers as per their needs and wants in an effective way.
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process
For an organisation it is very important to accumulate significant information and
concerning statistics to identify the taste and preferences of customers. In terms of this, various
types of businesses include B2B and B2C tends to use different approaches for research
according to the nature of business and objectives that are evaluated as under:
Research approach for B2C businesses:
Every type of company use several kind of approach in terms of collecting data and
information in order to get desired result which is evaluated as under: Survey: It is undertaken as the significant approach in order to gather prominent
information and knowledge considering the preferences and taste. In terms of this,
prominent information is collected and gathered from the large number of customers that
tends to remain more competitive within the market (Tung, Chen and Schuckert, 2017). Interview: It is considered as the best way to accumulate significant interest area for their
customers in terms of TUI UK and Ireland which is more effective by considering

prominent methods considering face to face interaction with their customers by asking
effective questions from them.
Market research in terms of B2B businesses:
For B2B business, various major factors are useful in order to collect prominent
information and knowledge undertaking the secondary source to collect data undertaking books,
Journals, government publications, records and so on. In terms of TUI UK and Ireland tends to
accumulate prominent information which is helpful in considering several factors: Books and Records: B2B businesses tends to collect significant information with the
help of prominent records that are available within the market and also not much costly
and time consuming. As with the help of available public records, company tends to find
out prominent result from it in order to develop significant services and products
respectively (Wang and et. al., 2019). In terms of TUI UK and Ireland, they tends to use
respective method in order to develop desired products for customers.
 Government Publications: It is useful for company to admit significant knowledge and
data by prominently studying significant documents in an effective way. In terms of this,
government tends to conduct different types of research in order bring prominent
enhancement in the life of individuals so that they can prominently contribute towards the
GDP. In terms of TUI UK and Ireland, they tends of opt secondary source of information
in order to become more competitive in market area.
For this, additional research methods are mentioned as under:
Economic view model: It depicts that customers are the rational individuals and take
logical decisions during purchasing any commodity or product. Along with this, it also tends to
separate various products in order to identify the benefits and disadvantages and then comes to
the prominent conclusion after analysing significant information. In regard of this, customers
possesses prominent ability in order to rank several commodities according to the prominent
quality and price. Hence, economic view model undertake that it is the perfect competition in
significant market area.
Passive view model: As per this model, the purchasing behaviour of customers also
influences the selling, marketing and other significant efforts of business. Along with this, they
also tends to drive by considering the sales appeals that is offered by the marketers. This models
consist the contrasting perspective of respective model that assume for the organisation that the

customers and final individual are prior who tends to decide the prominent purchasing activities
that concerned with products (Wu, Song and Shen, 2017). Moreover, this model is effective for
B2C marketing as the customers are not much aware about the products.
M3 Provide a coherent and justified evaluation of how different factors influence tourism
decision-making and buying behaviour, supported by specific tourism examples
There are several factors available in internal and external surroundings of customers
which affects their decision-making and buying perspectives along with behaviours. The
cultural, social, financial, personal, political and many other factors are involved in affecting and
changing decisions of buyers. The changing social trends make buying decision more complex,
extreme competition also influence the time frame of the purchase made as the buyers make
more thorough research and comparison takes more time. In case of TUI UK & Ireland there are
numerous competitors using social media and digital tools for making their presence in market
and attracting customer which confuses them and the decision-making process changes into time
consuming one.
P7 Evaluate how marketers can influence the different stages of the tourism decision-making
process
Within the consumer decision making process, marketers plays an important role in order
to educate their customers after identifying their significant needs and requirements from the
starting procedure. Moreover, after identifying the requirements needs to buy the tour package
from the side of marketers has the significant responsibility in order to offer one of the best plan
of tour within the significant prices so that customer never switch towards the different service
provider. In terms of achieving the significant task they also have to prominent priority in order
to implement effective work to significantly collect effective type of information regarding their
customers like prominent purchasing, early experience, types of tour packages which customers
prefer and so on. Moreover, after analysing the prominent information considering the significant
perspective from various areas (Ourahmoune, 2016). In relation with TUI UK and Ireland, they
use social media, mails and direct contact in order to attract the interest of customers and also try
to educate them. Along with this, by showing the significant pop ups, respective organisation
also try to communicate on direct basis in order to sell their products. In terms of this, two
prominent theories are mentioned as under:

Cognitive learning: According to this theory, marketers get effective idea which is
concerned with the current trends of customer behaviour (Jackson, 2019). By undertaking the
prominent data of company and design strategy as these are helpful in order to pull significant
information of customers and also tends to develop effective brand image and reputation within
the business environment. It is also useful in order to achieve competitive advantage and also
helps in their long term sustainability.
Behaviour theory: This theory tends to improve the buying behaviour and also impact
the decision making ability of customers. Due to their effective behaviour which is concerned
with specific characteristics and attitude as well in the prominent market area. Along with this, it
tends to consider conditioning factors that leads to identify the prominent interaction of
customers with the significant surroundings that are present in market in order to satisfy the
needs and wants (Battour and et. al., 2018). Along with this, it is also recommended from this
theory that customers need to opt prominent flexibility in their operations that helps in dealing
with the needs and preferences of customers.
M4 Critically evaluate how marketers influence each stage of the decision-making process, with
reference to relevant methods and models applied
Marketing teams map path of customers in direction to the offerings of the company and
towards the brand. As examined and evaluation conducted on every stage of consumer's journey
to purchase marketers play a role to influence them and their buying attributes in favour of TUI.
The company's marketers got an idea of present consumer trends through cognitive theory of
learning.
D2 Critically evaluate the application of appropriate theories, concepts and models that influence
and impact upon the tourism decision-making process, supported by specific tourism
examples and contexts
The tourism decision-making process is a journey through which consumers go through
for making their purchase and respective decisions. The same path is used by marketers with the
perspective of TUI UK & Ireland for keeping track and continuously influencing the perceptions
and mindset of potential buyers for making them the long term customer's of the brand (Gibson
and O’Rawe, 2018). The model is used effectively by the marketers for making best impression
over the consumer and their mindsets.

CONCLUSION
The above report summarises the need for understanding and knowing the decision-
making process and perceptions of consumers in order to gain in-depth insight about their buying
behaviours and patterns. The buyers needs to be attracted and influenced in which several factors
like social, cultural, personal etc. make hue impacts on their buying behaviours and patterns.
Marketers map the path of customers for and make them potential buyers along with gaining
their loyalty for longer term.

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