Business and Tourism Management Assignment Sample

Introduction - Business and Tourism Management

Business and tourism management is a field which combines the different principles and activities related to travel & hospitality. A customer is a business and person which buys services or goods from the another business, consumer are essential because they generate the revenue. Variety seeking buying behaviour reflects the buying tendency of those customers who don’t have involvement with the product but significant difference takes place among the brands (Variety-Seeking Buying Behavior, 2023). Complex buying behaviour happens when individual makes an expensive and significant purchase such as buying a new car (Complex buying behaviour, 2023). Habitual buying behaviour of customers/buyers, where they make repeat purchases various time from the already known brand without the procedure of decision and high involvement Habitual buying behavior, 2023). The report will focus on the personal experiences as a customer of the tourist products. Further, this will shed light on the analysing the differences and experiences among two buying behaviours.

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Reflection from a customer’s perspective in tourism on two types of buying behaviours

In my experience related to the tourist product, as I have faced both habitual and variety seeking buying behaviour. One of the instances is related to the variety seeking buying behaviour happening at the holiday trip (Blythe and Martin, 2023). I have a tendency to explore various options of accommodations and destinations at each time of vacation. For example, at the time of current trip of France in which I decided to be in local guesthouses and boutique hotels instead of luxurious and large hotels (Gibbs' Reflective Cycle, 2024). The choice was determined by the demand to experience the cultural elements and unique ambiance of each location. The decision carried a sense of novelty and excitement to my travel experience.

By reflecting, I recognised that my need for diversity was developed by the enthusiasm to engage myself in exploring the novel environment and local culture. I felt satisfaction and adventure in exploring the hidden and unique gems and accommodations.

In the context to Gibb’s model, my habitual behaviour was majorly evident within my desire for utilising the particular travel support for the tours and flight bookings. For few years, I focused on choosing the similar agency because of the competitive pricing and reliable service. My choice to repeatedly utilise the services from familiarity of convenient and effective past experience (Horner and Swarbrooke, 2021). At the time of Japan trip, for example, I have reserved all accommodations, flights and tours via this agency. Further, I knew that effective service and expertise will make sure about the smooth and effective travel experience.

By reflecting on the behaviour, I recognised that my decision was developed referring the ease and reliability related aspects. The booking familiarity & trust which I have developed over time decreased my demand to explore the novel and different options.

Reflecting on the applicability of concepts of buying behaviours with regards to own experience as a tourist

In accordance with Gibb’s model, examining my experiences with the habitual and variety seeing buying behaviour highlighted the dissimilar differences within the motivations, overall satisfaction and procedure of decision making (Musumali, 2019). The variety seeking buying behaviour, demonstrated by my decision of local guesthouses and boutique hotels during the France trip. This was motivated by the need of unique and novel experiences. This kind of buying behaviour includes consideration of the different options and extensive research to find out the lodgings which promised ambiance and cultural elements (Solomon, 2020). In the context of the habitual buying behaviour, I have realized my consistent utilisation of the similar travel agency by taking into account the factors such as reliability and convenience. The behaviour included minimal efforts and research, it count on past experiences which were positive with the agency. The familiarity with the services offered by the agency provided assurance and comfort. This in turn makes travel arrangements stress free and seamless (Kotler, et al, 2020). However, approach of routine lacked the novelty and thrill of exploring novel options which lead to less exciting and predictable experience.

By comparing these experiences, According to Gibb’s reflective cycle, I have assessed that variety seeking behaviour offers enriched and stimulating journey (Inkson and Minnaert, 2022). Excitement related to the discovery boosted satisfaction and explores the novel accommodations. On the contrary, habitual buying behaviour offered the hassle free and reliable experiences which make sure about the effective travel logistics. However, this is lacking of novelty and surprise. Both behaviours are having metrics while the behaviour of variety seeking gratifies the needs for adventure and novel experiences. The habitual buying provides the ease and comfort via established familiarity and trust.

CONCLUSION

Conclusively, it states that my personal experiences within the using the tourism product have showcased the implication of habitual and variety seeking buying behaviour. The variety seeking buying behaviour is developed by the need of unique and novelty experiences. In context to the habitual buying behaviour, this provided the reliability and convenience which makes sure about the stress less arrangements and smooth experiences. Both the behaviours are essential in strategic balance and shaping the consumer services, increase the travel experiences.

REFERENCES

Books and Journals

• Blythe, J. and Martin, J. 2023 Essentials of marketing. 8^th edn. Harlow: Pearson.
• Horner, S. and Swarbrooke, J. 2021 Consumer behaviour in tourism. 4^th edn. New York: Routledge.
• Inkson, C. and Minnaert, L., 2022.Tourism management: an introduction. Sage.
• Kotler, P., Armstrong, G., Harris, L.C. and He, H. 2020 Principles of marketing. 8^th European edn. Harlow: Pearson.
• Musumali, B. 2019 ‘An analysis why customers are so important and how marketers go about in understanding their decisions’. Business and Marketing Research Journal, pp. 230-246.
• Solomon, M.R. 2020 Consumer behaviour: Buying, having and being. 13^th edn. Harlow: Pearson.

Online

• Complex buying behaviour, 2023. Online. Available through <https://www.britannica.com/topic/complex-buying-behaviour>
• Gibbs' Reflective Cycle, 2024. Online. Available through <https://www.ed.ac.uk/reflection/reflectors-toolkit/reflecting-on-experience/gibbs-reflective-cycle>
• Habitual buying Behavior, 2023. Online. Available through https://www.britannica.com/topic/habitual-buying-behaviour
• Variety-Seeking Buying Behavior, 2023. Online. Available through https://study.com/academy/lesson/variety-seeking-buying-behavior-definition-marketing-strategies.html#:~:text=Variety%2Dseeking%20buyer%20behavior%20is,bored%20quite%20easily%20with%20products.

Author Bio

Kennedy Watson   5 years | MBA

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