MGBBT0UCT Essay: Understanding Consumer Behaviour in Tourism

This essay delves into the crucial aspects of understanding customers, primarily focusing on the tourism industry. It explores contemporary perspectives on consumption, using Collette tourism company as an example to illustrate how companies identify and cater to customer needs. The essay further discusses individual decision-making and the importance of perceptual processes in understanding individual consumers, highlighting how companies like Collette utilize customer reviews and support quality to gauge consumer perception. Additionally, it examines consumers in society, social processes, and future trends in consumer behavior, referencing Tui travel company's strategies to meet customer needs through group travel and affordable packages. The impact of the pandemic on tourism, such as the rise of staycations and virtual travel, is also considered, emphasizing the importance of safety and hygiene in the evolving tourism landscape. The essay concludes by underscoring the significance of understanding customer needs and adapting strategies to meet changing demands in the tourism sector.

Understanding
Customers

Table of Contents
Introduction .....................................................................................................................................3
Main Body ......................................................................................................................................3
Contemporary Perspectives On Consumption:...........................................................................3
Individual Decision-Making And Involvement:.........................................................................4
In Understanding Individual Consumer Importance Of Perceptual Processes:..........................4
Consumers in Society (groups and social processes):.................................................................5
Where It Is Heading – Future Trends In Consumer Behaviour:.................................................5
Conclusion ......................................................................................................................................6

Introduction
Understanding customer is all about learning everything organisation need to know about
buyer such as the jobs they want to do, their needs and the current experience. It is the key to
provide them good services. There are mainly three ways to understand such as put yourself in
their shoes, collect and analyse data and at last ask customers what they need and think. In the
present tourism sector is taken as an example where contemporary perspectives on consumption
will be discussed (Alshamsi and et.al., 2020). Apart from this, individual involvement and
decision making and to understand individuals consumers the importance of perceptual processes
will be explained with context to tourism industry. Furthermore to this, understand the
consumers in society such as social processes and groups and where it is heading such as
consumer behaviour in future trends by taking an example of tourism industry.
Main Body
Contemporary Perspectives On Consumption:
It refers to study the customers and their buying behaviour while deciding to purchase a
product or service in order to satisfy their need and wants appropriately. It is the most important
part so that a company can able to understand the consumers expectations in order to buy goods
or services in the market. It helps to study the various situation of consumers such as what they
want to buy, why they buy, form where they want to buy and how often they buy and much
more. In order to survive in the market it is necessary part for the company (Dedeoğlu And et.al.,
2020). For example in context to Collette tourism and travel company, in order to identifying the
consumers needs and wants it uses social media to identify what they actually want and provide

them their services accordingly. So that they can influence the customers and analyse that when
they want to travel, how they travel and where they want to travel so that they can fulfil their
demand with optimum utilisation of resources. In the tourism industry it affects how consumer
choose the restaurant, hotels and entertainment. They need to survey the which thing attracts
them more and excite them.
Individual Decision-Making And Involvement:
It is the choice which are made by the individual for example such decision are made the
company's CEO. It is generally cost effective and quick decision making process because it does
not require scheduling a multiple meeting or sending a single e-mail and gathering others. It
helps to save money, energy and time as they usually make logical and prompt decisions whereas
in group decision making involves money, time and energy. The individual have the tendency to
question and think before performing, which is fruitful in forecasting and analysis of an
individual's behaviour (Ferreira and et.al., 2021). There are four styles of individual decision
making which are analytic style, conceptual style, behavioural style and directive style. For
example in tourism industry, a consumer can make the decision individually that is when to
travel, where to travel, what to do, how much to spend and how long they going to stay. As the
tourism industry grows an individual travel can make decisions using own point of view and
intuition. In travel decision making the role of involvement evaluate the borrowed from
consumer behaviour literature or the involvement construct. Geographical and their relationship
were also evaluated to level of involvement.
In Understanding Individual Consumer Importance Of Perceptual Processes:
The process of perceptual involves steps where a person will go through when
responding and identifying to cause from the environment. It involves five steps such as
exposure to stimuli, sensory receptors, attention, interpretation and response. The different
senses which affect such as hearing, smell, sight, touch and taste. It is an important part for the
organisation as it helps to gain the information about the properties and environmental elements
which are critical to the survival (Kabadayi and et.al., 2019). Positive consumer perception can
generate referrals and increases brand loyalty. For example in context to Collette tourism and
travel company, it uses different factors to identify the consumer perception such as customer
reviews which company uses before serving its services in order to identify what they want.
Another one is customer support quality so that they can know the customer experience and what

they make changes accordingly to satisfy the consumer. It helps the company to easily
understand the individual customer by the help of attention, interpretation and response so that to
achieve its goals and objectives successfully. The company uses interviewing customers, monitor
online mentions and net promoter score in order to measure customer perception.
Consumers in Society (groups and social processes):
It is a society where people frequently buys new products and services, especially those
goods and services which they do not need. These are the ways in which groups and individual
interact occurs in the form of social process where mutual activity or interaction is the essence of
social life. It is increasingly organised around the consumption of leisure and goods rather than
production of services and materials. Consumers in the society need to fulfil or satisfy their
needs and wants at an affordable prices (Kushwaha, 2021). For example in context to Tui travel
company, the company provides great and satisfying services to its customers in order to fulfil
their needs and wants. The company provides a group travel also so that an individual interacts
with other people in the group and enjoy the trip at its best. The company provides exciting
offers for travelling and makes different packages like 2-3 days tours with family and friends at
an affordable prices. So that the company can also builds its brand value. Profitability and
market share.
Where It Is Heading – Future Trends In Consumer Behaviour:
The future trends in consumer behaviour are changing as the technology and demands are
increasing in consumer day to day life. It is the most important component to make a great
marketing campaign. There behaviours can be unpredictable and erratic as knowing the
behaviour of customers can be advantage for the company over its competitors. Demand has
increased for transparency, accelerated online buying, consumer looking for social experiences,
focus has increased on green products etc. the consumer always wanted something new to buy
and explore. In context to tourism industry, due to pandemic the demand for staycations and
virtual travelling has increased. Consumer wanted to travel for one or two days with their family
or friends to get relaxed and enjoy (Kutaula and et.al., 2022). The virtual travelling can be done
by staying at home see the pictures and videos as the technology has increased with high
definition. Consumer are more interested in traditional customs and local culture of the particular
place they visit and buy local products. Some people want to travel in a group or alone for their

personal entertainment and after the outbreak of COVID 19 they wanted to travel safely and
hygiene tourism are in trends.
Conclusion
From the above essay of understanding customer which is all about learning everything
organisation need to know about buyer. The essay has been written taking an example in context
to travel and tourism industry. The contemporary perspectives on customer has been explained
by taking an example of Collette tourism and travel company that how they identify the needs
and wants in order to satisfy customers (Pallant, Sands and Karpen, 2020). Apart from this,
individual decision making and involvement and in understanding individuals consumers the
importance of perceptual processes so that they can identify and respond to a cause from the
environment. Furthermore to this, consumers in society such as social processes or groups and
the future trends in consumer behaviour has been explained.
References
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