HND Assignment: Tourism Consumer Behaviour and Insight Analysis

This report delves into the intricacies of tourism consumer behavior, examining the cultural, social, personal, and psychological factors that shape consumer attitudes and purchasing decisions. It investigates the evolving consumer trends driven by digital technology, analyzing their impact on the tourism industry. The report explores the stages of the consumer decision-making journey, mapping the path to purchase for tourism services and highlighting the significance of this process for marketers. It compares and contrasts the decision-making processes in B2C and B2B contexts, providing specific tourism examples. Furthermore, the report evaluates various market research approaches and methodologies employed to understand the decision-making process. Finally, it assesses how marketers can influence each stage of the tourism decision-making process, supported by relevant examples, offering a comprehensive understanding of consumer behavior in the tourism sector.