Learning Outcome 1:

Examine the factors that influence tourism consumer behaviour and attitudes

Investigate how the different cultural, social, personal and psychological factors influence travel and tourism consumer behaviour and attitudes and analyse how these factors are changing and driving trends.

Critically analyse the emerging trends in tourism consumer behaviour and attitudes using specific examples drawn from your organisation to support your arguments and explore how consumer trends in travel and tourism are changing due to the impact of digital technology.

Learning Outcome 2:

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

Explain consumer decision-making process and examine the stages of consumer decision-making journey and map a path to the purchasing of a specific travel and tourism service.

Explore the importance and benefits of mapping a path to purchase in order to understand consumer decision-making process by the tourism marketers and evaluate how they are responding to the decision-making process with examples.

Critically evaluate the application of appropriate theories, concepts and models that influence and impact upon the consumer consumer decision-making process supported by specific examples drawn from your chosen travel and tourism organisation.

Learning Outcome 3:

Evaluate appropriate forms of research to understand influences on the tourism consumer decision-making process Purchase decision-making process differs between B2B and B2C in many ways.

Compare and contrast the key differences of the purchase decision-making process between B2C and B2B using specific examples drawn from the travel and tourism industry.

Evaluate the different approaches to market and consumer research used to understand the consumer purchase decision-making process using your chosen organisation.Using specific examples, provide a coherent and justified evaluation of how different factors influence tourism decision-making and buying behaviour in general.

Learning Outcome 4:

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

Evaluate how tourism marketers can influence the different stages of consumer decision-making process giving specific examples drawn from your travel and tourism organisation and critically evaluate how your marketers influence each stage of the decision-making process with reference to relevant methods and models applied.