Pearson BTEC HND Tourism Consumer Behaviour and Insight Report

This report delves into the intricacies of tourism consumer behaviour, examining the various cultural, social, personal, and psychological factors that shape consumer attitudes and decisions within the tourism context. It explores how digital technology is transforming consumer trends, including contactless payments, AI chatbots, virtual reality, and sustainable practices. The report further investigates the stages of the consumer decision-making journey, mapping a path to purchase for a given tourism service and highlighting the importance of this process for tourism marketers. It also differentiates between B2B and B2C decision-making processes and explores different market research approaches. Finally, the report evaluates how tourism marketers can influence different stages of the consumer decision-making process, providing a comprehensive overview of consumer behaviour within the tourism industry.