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A joyous and memorable experience for the customer is the significant aim of success in the industry of travel and tourism. Recognising the aspects including the decisions of customers directly influences the growth and profitability of the tourism of organisms. Unit 20 is a significant part of the travel and tourism curriculum which requires students with significant knowledge which are social in the social behaviour of the consumer. It also assists them in identifying the way through which professional preferences emotional triggers and cultural influence drive the decisions of customers. The knowledge increased provides a detailed recognition of the operational strategies and marketing dynamics. It deals with the various needs of the customers by providing all these aspects. the student will also acquire the way to generate a customer-centric approach that has a great promotion to satisfaction and vitality.

This unit also deals with the decision-making process of the consumer with initiates with the understanding of the requirements and moves toward alternative evaluation and research. It includes post-purchase and alternative evaluation. the students will identify the framework and theories which identify the behaviour of consumers. Moreover, the learners will acquire to apply all these concepts to the scenarios of the real world. This is the contemporary case and personal experience inclusion with the case studies that provide the practical perspective which generator bridge between the academic theories and applications of industry. With the help of this approach, the student will acquire the way through which consumers can identify the options. They will also acquire the way to priority is there and ultimate selection of the services and products at the time of travel.

At the end of this unit, the learners will have a comprehensive recognition of the process of consumer decision-making and their significance to tourism with marketing strategies. All of these sets of opportunities enhance the career that makes students able to thrive in the character which needs strategic skills of marketing and innovative thinking. Whether you are pursuing the ventures of entrepreneurs or working for an established organisation of tourism. The students will have good equipment so that they can generate an impactful campaign of marketing and experience in the competitive industry.

Unit Aims

The main pearson set objectives of unit 20 tourism consumer behaviour and insight into HND travel and tourism are demonstrated here:

  • To generate a detailed knowledge of the process of consumer decision-making from the recognition of needs to the post-purchase assessment and its significance to the strategies of marketing in tourism.
  • To apply and learn the significant theories of consumer behaviour and framework for practical situations improving problem-solving and analytical skills.
  • To increase knowledge into the factors that impact consumer choices to design effective strategies of operation and marketing campaigns which drive the satisfaction and loyalty of customers.
  • To generate significant skills to get success in the multiple characters within the tourism and travel industry including employment and entrepreneurial ventures in organisation establishment.

Learning Outcomes

The learning outcomes of the unit 20 tourism consumer behaviour and insight are given here according to HND Pearson set tourism and travel.

LO1: Examine the factors that influence tourism consumer behaviour and attitudes.

The main focus of this learning outcome is on understanding and identifying the significant factors which shape the attitude and behaviour of consumers in the industry of tourism. The student to identify the multiple influences including personal social cultural and psychological elements. Moreover, economical trends and advancement of technology are some external factors also included in it. The examination of all these determinants assists the learners to increase their knowledge of the consumer which makes it a particular choice and the way through which these preferences evolve. This smallest assists the students in predicting the behaviour of consumers and strategy designs so that they can meet the various requirements.

LO2: Demonstrate the ability to map a path to purchase in a tourism context, including the decision-making process.

This learning outcome assists the students will acquire to assess the step-by-step process taken by a consumer at the time of purchasing the services or products of tourism. It includes recognition of research options, alternative assessment, purchase decision making and post-purchase. The map generating of these processes of purchase the learners can pinpoint the influence movements and hurdles of decision making. This is still difficult to generate effective strategies of marketing and certify the seamless experience of customers. It assists organisations in guiding the consumer with the help of the purchasing journey efficiently.

LO3: Evaluate appropriate forms of research to understand influences on the tourism consumer decision-making process.

The focus of this learning outcome is on the character of research in decoding the decision-making of consumers. The students will identify the multiple methods of research including focus groups, surveys and analytics of data. With the help of evaluation of various approaches suitability, the learner can increase their potential to conduct useful research which can uncover valuable knowledge. It also supports decision making which is a better drive and makes the organisations able to attach the strategies which have the alignment with the customer preferences and dynamics of the market.

LO4: Evaluate how marketers influence the different stages of the tourism consumer decision-making process.

This outcome also assists the students in exploring the techniques of marketing and their influences on every stage of the process of consumer decision-making. It also includes the strategies of promotion, efforts of trending, practices of customer engagement and target in advertisement. The students will identify the way through which marketing generates awareness, provides loyalty and builds interest. The recognition of this interplay between consumer behaviour and marketing assists the learners in designing the campaign which can efficiently impact purchase decisions and strong relationships of brand consumers. It also provides them the long-term driving success in the competitive sector of tourism.

Assessment Criteria

The assessment criteria in unit 20 tourism consumer behaviour and insight are demonstrated with their interlink to the learning outcomes:

LO1: Examine the factors that influence tourism consumer behaviour and attitudes.

  • 1.1 Investigate the different cultural, social, personal and psychological factors that influence consumer behaviour and attitudes within a tourism context.
  • 1.2 Explore how consumer trends are changing due to the impact of digital technology.
  • 1.3 Analyse how cultural, social, personal and psychological factors that influence consumer behaviour and attitudes are changing and driving trends in tourism.
  • 1.4 Critically analyse the emerging trends in consumer behaviour and attitudes, using specific examples from the tourism industry to support your arguments.

LO2: Demonstrate the ability to map a path to purchase in a tourism context, including the decision-making process.

  • 2.1 Examine the stages of the consumer decision-making journey and map a path to the purchasing for a given tourism service.
  • 2.2 Explore why it is important for marketers to map a path to purchase and understand consumer decision-making in the tourism sector.
  • 2.3 Evaluate how marketers are responding to the decision-making process, applying relevant examples from the tourism sector.
  • 2.4 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.

LO3: Evaluate appropriate forms of research to understand influences on the tourism consumer decision-making process.

  • 3.1 Compare and contrast the key differences of the tourism decision-making process in the context of B2C and B2B, using specific tourism examples.
  • 3.2 Evaluate the different approaches to market research and methods of research used for understanding the decision-making process.
  • 3.3 Provide a coherent and justified evaluation of how different factors influence tourism decision-making and buying behaviour, supported by specific tourism examples.

LO4: Evaluate how marketers influence the different stages of the tourism consumer decision-making process.

  • 4.1 Evaluate how marketers can influence the different stages of the tourism decision-making process, giving specific tourism examples.
  • 4.2 Critically evaluate how marketers influence each stage of the decision-making process, with reference to relevant methods and models applied.

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