Consumer Behaviour and Decision Making in Tourism: TUI Group

This report examines consumer behavior and decision-making processes within the context of TUI Group, a major player in the travel and tourism industry. It begins with an introduction to the hospitality sector and TUI Group, followed by an analysis of the consumer decision-making journey, mapping the path for TUI and highlighting the importance of this path for marketers. The report then compares the differences in the tourism decision-making processes between B2B and B2C business models, and explores various market research approaches and methods. Finally, it evaluates how marketers influence the different stages of the tourism decision-making process, offering insights into marketing campaigns, consumer perception, and real-world examples. The report concludes by summarizing the key findings and emphasizing the significance of understanding consumer behavior for organizational success.

International Travel &
Tourism Consumer
Behaviour & Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1, P2 Covered in PPT. ..............................................................................................................4
TASK 2............................................................................................................................................4
P3 Elaborate steps of consumer decision-making journey and map a path for respective
organisation. ...............................................................................................................................4
P4 Importance of map path for purchase for marketers to understand the consumer decision-
making. .......................................................................................................................................5
TASK 3............................................................................................................................................7
P5 Compare major differences in tourism decision-making process in context of B2B and
B2C business forms.....................................................................................................................7
P6 Examine various approaches of market research and methods. ...........................................8
TASK 4............................................................................................................................................8
P7 Evaluate way marketers influence the various stages of tourism decision making process. 8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The hospitality industry which is broad group of businesses provides services to
consumers. It focused on the consumers to provide specific experiences to them that relies
majorly on the discretionary income and free time. In hospitality industry the Travel and tourism
is one of the most leading sector that contributes in economy by generating revenue in form of
consumers spending in hotels, restaurants and entertainment venues. Respective report is based
on TUI Group which is an Anglo German multinational travel and tourism company
headquartered in Germany. It is one of largest leisure, travel and tourism in whole world.
Respective report is based on stages of consumer decision-making journey and map path in
respective tourism service operator with its importance. Further it elaborates the key differences
in the tourism decision-making process in context of B2B and B2C form of business. In addition
to it elaborates the different approaches of market research and methods and way marketers can
influence on various stages of tourism decision making process.
TASK 1
P1, P2 Covered in PPT.
TASK 2
P3 Elaborate steps of consumer decision-making journey and map a path for respective
organisation.
Consumer decision-making journey is one of the significant tool or model that describe
about the major steps by which an organisation passes through to ultimately take decision
regarding purchase (Baah, Bondzi-Simpson and Ayeh, 2019). In context of TUI group by using
the sequential path of consumer decision-making they able to give one of their best efforts to
ultimate consumer that are as follows:
Stages of consumer decision-making journey:
Recognition of needs:
In respective stage of decision-making organisation evaluate the existing as well as
emerging needs of consumers to serve them accordingly. Respective organisation by conducting

the research and development in proper manner accumulate necessary information such as
disposable income of consumers, services favourable for them and age group of consumers.
Information search:
For an organisation it is very much crucial to collect necessary information in order to
build products accordingly. In context of TUI group they collect necessary knowledge from
kinds of sources that are commercial, public and experiential many more. By using consumer
rating groups and feedbacks from their potential consumers to acknowledge their potential
preferences to build products accordingly.
Evaluation of alternatives:
In respective stage of consumer decision-making involves the pick out best option from
the no. of available sources in front of consumers (Bauman, Yuan and Williams, 2019. ). In
context of TUI Group by providing no. of alternatives to their consumer for careful calculation
and logical thinking enables to gain clear insights in potential consumer decisions. By tracking
consumers taste and preferences organisation accordingly provide one of best alternative for
effective decisions.
Post purchase behaviour:
In that step after selling services to the consumer, TUI Group helps to evaluate the
experiences to best serve in near future. They by taking feedbacks post purchase behaviour in
order to fill gaps in proper manner. In context of TUI group by evaluating the ratings and their
past experience tried to serve them in better manner.
Map a path:
In context of TUI group helps to consumers in taking effective kind of decision for
purchasing the Tour package of various places. For that organisation have to use a path to reach
and for taking effective decision that are as follow:
Pre purchase:
In respective stage of consumer path organisation evaluate or tracks consumer
preferences from online mode (Bruwer and Rueger-Muck, 2019.). In context of TUI group by
tracking the consumer preferences and choices to serve them accordingly.
Purchase:
In respective stage organisation by elaborating the main features and the way services
offered to them distinctive from other service providers so that they instantly choose one of best

service from them. In context of TUI Group they conduct actual movement of funds in exchange
of services.
Pick up Receive:
In respective stage consumer physically receive the product and services to gain positive
experiences from them.
Post purchase:
In respective stage organisation support after sale services to enhance the satisfaction
level. In context of TUI group by taking feedbacks from consumers on daily basis they tried to
serve them in best way.
P4 Importance of map path for purchase for marketers to understand the consumer decision-
making.
Understanding and empathizing the consumers lays one of most groundwork for
meaningful interaction and for gaining potential business outcomes (Creevey, Kidney and
Mehta, 2019.). In context of TUI Group they by building sequential path to give better
experiences to the consumers. An organisation can not work in isolation, so it is very much
crucial for them to find out consumers preferences and tried to serve them in better manner.
To better achieve the organisational goals:
The another important attribute of consumer journey map that it helps to reach at large
no. of consumer base. As it helps to accumulate important kinds of insights by create, adjust and
enhance touch points to ensure most effective and efficient buying and service process. When an
organisation able to match consumer experience level at much extent then organisation can be
able to meet their goals and objectives positively.
Helps to Position company to drive better outcomes:
By using the consumer journey mapping the organisation can be able to positioned
oneself in marketplace as said respective program able to deliver positive impact (Floren, Rasul
and Gani, 2019.). The one of most being as enhancement of consumer satisfaction by lowering
churn, fewer consumer grievances and high level of NPS to remain competitive in marketplace.
To understand in better way it is very much crucial to use model to gain potential
outcomes that are as follows:
Cognitive view:

In respective stage organisation collect necessary knowledge and information in regards
of consumers taste and prefers to build products and services as per their choice.
Economic view model:
It is very crucial to sell products and service at most affordable range so that wide range
of consumers can avail services in proper manner (Jackson, 2019.). In context of TUI group by
using respective model organisation can be able to provide one of best products and services to
them.
Emotional view:
In that TUI group connect with their consumers emotionally by serving best products and
services that directly enhance their level of experience.
Passive view:
In respective stage organisation by using advertising and promotions able to reach at
large no. of consumers to maximise the profitability. In context of TUI Group by using various
modes they tried to enhance experiences of consumers.
TASK 3
P5 Compare major differences in tourism decision-making process in context of B2B and B2C
business forms.
In the business world there are various marketing functions in context of both B2B and
B2C. In B2B they directly sell their products to other businesses and B2C in which firm sell their
products to their potential clients (Kerr and Kelly, 2019.). There are huge difference in B2B and
B2C and their decision-making process that are as follows:
Basis of difference B2B B2C
Purchasing decisions In B2B before providing
products and service, such as
in context of TUI group they
acknowledge kinds of
attributes that are nature and
preferences of consumers,
place and pricing strategies. So
it is very much essential to
In context of B2C in which
consumers is very much
important in which consumers
purchase products as per the
organisational brand value and
quality. It takes less time in
comparison to others as
consumers directly purchase

accumulate necessary
information before selling
products into market.
from enterprise.
Evaluation of requirements In it research should be
conducted to collect necessary
knowledge and information to
facilitate best products to the
ultimate consumers. Here
needed to evaluate business
requirement to operate in best
way (Laesser, Luo and
Beritelli, 2019.).
In respective business type for
conducting research the
management is responsible to
collect necessary information
to facilitate best services to
consumers. By using various
promotional tools such as
advertisement and sales
promotions organisation can
be able to gain potential
outcomes.
P6 Examine various approaches of market research and methods.
For an organisation to gain sustainability and competitive edge it is very much crucial to
use various kinds of approaches to remain competitive in marketplace that are as follows as per
the B2B and B2C
Approaches of market research in B2B:
By using respective approach of marketing research the information are collected that are
easily available into market such as from internet, websites and many more (Naidoo, 2019. ).
The sources of such kind of information are as follows:
Government records:
To collect necessary knowledge and information, in context of TUI group they collect
necessary information from public agencies that are easily available and most cost effective in
order to remain competitive in marketplace.
Public records:

In context of TUI Group they by using the public records that are available easily and
proved beneficial for organisation to reach at conclusion positively.
Market research approach within the B2C:
In respective business the data and information should be collected by using the primary
source of information in order to remain competitive in marketplace that are as follows:
Personal interview:
Face to face interview is one of best tool to accumulate knowledge and information from
individuals to acknowledge the consumers taste and preferences in positive manner (Nursey-
Bray and et.al ., 2019.).
Questionnaire:
In respective factor various questions should be asked that enhance viability of the
decision-making. In context of TUI Group they by building appropriate kind of questions that
helps to acknowledge about consumers preferences positively.
TASK 4
P7 Evaluate way marketers influence the various stages of tourism decision making process.
In business world both B2B and B2C consider one of most crucial kind of components
that directly rely on the procedure of decision-making process (Suárez-Álvarez and et.al .,
2019.). In context of travel and tourism industry, they always emphasise on building products as
per the consumers choice and preferences in order to remain competitive in marketplace by using
various methods:
Marketing campaign:
for an organisation it is very crucial to reach at large no. of consumer base for it several
kinds of marketing activities helps such as social media, advertisement and sales promotions to
enlarge business opportunities. In context of TUI Group by using several kinds of marketing
activities to reach at large no. of consumers in positive manner.
Level of perception:
Perception is one of most important aspect that are directly impact on organisational
profitability and productivity. In context of TUI Group they put one of their best efforts to build
positive perception of consumers towards organisational products and services. They always
take feedbacks and acknowledge purchasing behaviour in order to best serve them.

Instance/ Example:
TUI Group which majorly operates in the sector of Travel and tourism by providing no.
of services under one roof such as restaurant, transportation and tourism services many more that
come under the B2B business. While respective organisation consolidate their operations by
using social media tools and techniques to reach at large no. of consumer base that come under
B2C business activity (Subramaniam, Singhal and Hopkinson, 2019,). To sell products and
services without any mediator come under the B2C.
CONCLUSION
From the above report it has been summarised that for an organisation consumers plays
very crucial role to satisfy the consumers needs and wants in proper manner. By using
consumer decision-making journey and mapping path to track and record the consumer
preferences in order to remain competitive. Consumer decision-making helps to organisation to
position in marketplace by building products as per the consumer choice and preferences. In
B2B and B2C business there are various kinds of business approaches that helps to collect
necessary knowledge and information in order to gain potential outcomes.

REFERENCES
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Bauman, M.J., Yuan, J. and Williams, H.A., 2019. Developing a measure for assessing tourists’
empathy towards natural disasters in the context of wine tourism and the 2017
California wildfires. Current Issues in Tourism, pp.1-16.
Bruwer, J. and Rueger-Muck, E., 2019. Wine tourism and hedonic experience: A motivation-
based experiential view. Tourism and Hospitality Research. 19(4). pp.488-502.
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engagement behaviours with brands’ social media content across the holiday travel
process. Journal of Travel & Tourism Marketing. 36(6). pp.679-691.
Floren, J., Rasul, T. and Gani, A., 2019. Islamic marketing and consumer behaviour: a
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Kerr, G. and Kelly, L., 2019. Travel insurance: the attributes, consequences, and values of using
travel insurance as a risk-reduction strategy. Journal of Travel & Tourism
Marketing, 36(2), pp.191-203.
Laesser, C., Luo, J. and Beritelli, P., 2019. The SOMOAR operationalization: a holistic concept
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Quality. In Handbook of Research on International Travel Agency and Tour Operation
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Nursey-Bray, M. and et.al ., 2019. The Fear of Not Flying: Achieving Sustainable Academic
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Suárez-Álvarez, L. and et.al ., 2019. Switching Barriers in Online Travel Agencies: The Impact
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Enhance Medical Tourism in Hospitals of Dubai. In 2nd International Conference on
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Online:
How to Map Your Customers’ Path to Purchase, 2019. [Online]. Available through.
<https://multichannelmerchant.com/blog/how-to-map-your-customers-path-to-
purchase/>.