HND Assignment Brief

Session: September 2020

Pearson BTEC HND in International Travel and Tourism Management

Programme title
(RQF Level 5 – HND General)
Unit number and title 20 Tourism Consumer Behaviour and Insight (L5)

Assignment number & title 1 of 1 One written coursework consisting of 4 LOs

Assessor (s) Moghal Baig and Philip Clements

Issue Date 10 October 2020

Final assignment 04-09 January 2021

submission deadline

11-16 January 2021

Late submission deadline The learners are required to follow the strict deadline set by the College
for submissions of assignments in accordance with the BTEC RQF level 4
– 5 submission guidelines and College policy on submissions.

Resubmission deadline TBA

In-class feedback will be available from formative assessment of the initial

submissions based on each learning outcome.
Remark and Feedback
Final feedback will be available within 2 – 3 weeks of the assignment
submission date.

• The work you submit must be in your own words. If you use a quote or an
illustration from somewhere you must give the source.
General • Include a list of references at the end of your document. You must give all
your sources of information.
Guidelines • Make sure your work is clearly presented and that you use readily
understandable English.
• Wherever possible use a word processor and its “spell-checker”.

Internal verifier Moghal Baig

Signature (IV of the

brief) *
Moghal Baig Date 09/10/2020

Department of Tourism and Hospitality Page 1 of 7

 ICON College of Technology and Management
BTEC Level 5 in International Travel and Tourism Management (RQF)
Unit 20: Tourism Consumer Behaviour and Insight (L5) Generalist HND
Session: September 2020
Recommended Word Count: 3,000

Assignment Context and Scenario

As a marketing analysist in a tourism organisation managing a large tour operations business in

London, you are assigned to undertake a research on the travel and tourism consumer buying
decision making process and the emerging trends. You are required to submit a comprehensive but
concise report consisting of four specific areas as shown under four learning outcomes below:

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.
Department of Tourism and Hospitality Page 7 of 7
Relevant Information
1. Learning Outcomes and Assessment Criteria
Learning Pass Criteria
Outcomes
Learning Outcome 1: P1 Investigate the different
cultural, social, personal
Examine the factors and psychological factors
that influence tourism that influence consumer
consumer behaviour behaviour and attitudes
and attitudes with a tourism context
P2 Explore how consumer
trends are changing due to
the impact of digital
technology
Learning Outcome 2: P3 Examine the stages of
the consumer decision-
Demonstrate the making journey and map a
ability to map a path to path to the purchasing for a
purchase in a tourism given tourism service
context, including the
decision-making P4 Explore why it is
process important for marketers to
map a path to purchase
and understand consumer
decision-making in the
tourism sector
Learning Outcome 3: P5 Compare and contrast
the key differences of the
Evaluate appropriate hospitality decision-making
forms of research to process in the context of
understand influences B2C and B2B using specific
on the tourism tourism examples.
consumer decision-
making process P6 Evaluate the different
approaches to market
research and methods of
research used for
understanding the decision-
making process
Learning Outcome 4:
P7 Evaluate how marketers
Evaluate how can influence the different
marketers influence stages of tourism decision-
the different stages of making process giving
the tourism consumer specific tourism examples
decision-making
process
Department of Tourism and Hospitality
Merit Criteria Distinction Criteria
M1 Analyse how D1 Critically analyse
cultural, social, the emerging trends in
personal, and consumer behaviour
psychological factors and attitudes using
that influence consumer specific examples from
behaviour and attitudes the tourism industry to
are changing and driving support your
trends in tourism arguments
LO2, LO3 and LO4
M2 Evaluate how D2 Critically evaluate
marketers are the application of
responding to the appropriate theories,
decision-making concepts and models
process, applying that influence and
relevant examples from impact upon the
the tourism sector. tourism decision-
making process
supported by specific
tourism examples and
contexts.
M3 Provide a coherent
and justified evaluation
of how different factors
influence tourism
decision-making and
buying behaviour,
supported by specific
examples.
M4 Critically evaluate
how marketers influence
each stage of the
decision-making
process with reference
to relevant methods and
models applied
Page 7 of 7
Preparation guidelines of the Coursework Document
a. All coursework must be word processed.
b. Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch).
c. Font size must be within the range of 10 point to 14 point including the headings and body
text (preferred font size is 11).
d. Standard and commonly used type face such as Arial should be used.
e. All figures, graphs and tables must be numbered.
f. Material taken from external sources must be properly refereed and cited within the text
using Harvard standard
g. Do not use Wikipedia as a reference.
h. Word limit must be strictly followed.

3. Plagiarism and Collusion

Any act of plagiarism or collusion will be seriously dealt with according to the College regulations. In
this context the definition and scope of plagiarism and collusion are presented below:

Plagiarism is presenting somebody else’s work as your own. It includes copying information directly
from the Web or books without referencing the material; submitting joint coursework as an individual
effort.

Collusion is copying another student’s coursework; stealing coursework from another student and
submitting it as your own work.

Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealt
with according to the college procedure. (For details on Plagiarism & Collusion please see the
student hand book)

4. Submission
a. Initial submission of coursework to the tutors is compulsory in each unit of the course.
b. Student must check their assignments on ICON VLE with plagiarism software Turnitin to
make sure the similarity index for their assignment stays within the College approved level. A
student can check the similarity index of their assignment three times in the Draft
Assignment submission point located in the home page of the ICON VLE.
c. All Final coursework must be submitted to the Final submission point into the unit (not to
the Tutor). A student would be allowed to submit only once and that is the final
submission.
d. Any computer files generated such as program code (software), graphic files that form part
of the coursework must be submitted as an attachment to the assignment with all
documentation.
e. Any portfolio for a unit must be submitted as a hardcopy to examination office.
f. The student must attach a tutor’s comment in between the cover page and the answer in the
case of Resubmission.

5. Good practice
a. Make backup of your work in different media (hard disk, memory stick etc.) to avoid distress
for loss or damage of your original copy.

6. Extension and Late Submission

a. If you need an extension for a valid reason, you must request one using an Exceptional
Extenuating Circumstances (EEC) form available from the College examination office and
ICON VLE. Please note that the lecturers do not have the authority to extend the coursework
deadlines and therefore do not ask them to award a coursework extension. The completed
form must be accompanied by evidence such as a medical certificate in the event of you
being sick.
Department of Tourism and Hospitality Page 7 of 7
 b. Late submission will be accepted and marked according to the college procedure. It is noted
that late submission may not be graded for Merit and Distinction.
c. All Late coursework must be submitted to the Late submission point into the unit (not to
the Tutor). A student would be allowed to submit only once and that is the final
submission.

7. Submission deadlines: as above (page 1)

Submit to: Online to the ICON VLE only

Department of Tourism and Hospitality Page 7 of 7