Table of Contents PART - A.........................................................................................................................................2 Different factors which influence consumer behavior and attitude within a Hotel Hilton.........2 Consumer trends are changing due to the impact of digital technology....................................3 Analysis of how factors that influence consumer Behavior and trends in hospitality...............3 Analysis of the emerging trends in in consumer behavior.........................................................4 PART -B..........................................................................................................................................4 Marketers responding on the decision-making process..............................................................4 CONCLUTION................................................................................................................................7 REFERACESS.................................................................................................................................8 1
INTRODUCTION Consumer behavior is an study of any individual customer or any group that how any individuate customer , organization or group select , buy goods and satisfy their needs and their wants. it also include emotionaland mentalrepose from the customer. This report will investigate different factors like social , psychological,cultural and personal which influence consumer behavior and attitude in a hotel Hotel Hilton. Report will explore new trends due to the impact of digital technologies. It will also analyze of factors that influence consumer behavior changing and driving in hospitality , this report will perform a critical analysis of the emerging trends in customer behavior. This study will examine the consumer decision making and also explore why it is necessary for marketers to map path and understand consumer decision making in hotel Hilton. Report will compare key differences of the hospitality , different approaches to market research and methods , how marketers are respondingand it will also provide theories and concept. PART - A Different factors which influence consumer behavior and attitude within a Hotel Hilton Physiological Factors consumers can relay on some basic factors when they are making purchasing decisions, many of which are subconscious. Here are some Physiological factor which affectguest behavior : Cultural -Hotel Hilton iscome under hospitality industry any and people from all around the world come stay in their hotel. They speak different languages that affect on the employees of the company.Many customer come from different culture and background they can stay only in economic hotels and they do not prefer high class hotels. this cultural factor affect on the hotel Hilton. Social-Most of the guest choose hotels with the reference of their friend who tell them about the hotel. For hotel Hilton its impotent for them to take review about this and this can be helpful for them inmarketing plan. It is impotent for them to give better services to their guest so they can refer others about hotel Hilton. Personal factors- customers age affect on the Hotel industry because teenagers are more interestedto stay in hotels as compare to the adults. This factor affect on their profitability and they hotel Hilton have to make strategies according to them. Earning also affect becauseevery 2
person have different different salaries middle class people stay in low budget rooms and other who are having better salaries they rent luxury hotels. Middle class people spent on hotels according to their salaries. Consumer trends are changing due to the impact of digital technology Artificial Intelligence In this modern world , customers are expected to be able to directly interact with Hotel Hilton across the different varieties of the digital channels and receive the rapid response. Artificial intelligence are capable to understand simple questions and they provide a proper answer of the questions. It is taking the burden away from the customer services staff and help in improving the experience for the customers it is also include the other area of the Hotel Hilton. Recognition technology Recognition Technology like digital cards to unlock the room are main attraction and trendsfor consumer. With change of the technology consumer trends also change they want better technology which shows the royalty of the hotel. This technology is attracting teenagers to much but most of the hotels avoid this technology. Online application Now a days people book their hotel from their home before 2-3 days and they are getting many exciting offers and discounts for hotels, this is an new trends for customer and they are getting good responsefrom the consumers and with this trend they are getting reviews from their customers online andbetter reviewed hotels are getting more customer hotel Hilton also using this technology and they are generating their most of the profit by this online hotel booking application. Mostly teenagers are using those apps to book hotels and main reason to growth of this industry is because of this technology Analysis of how factors that influence consumer Behaviour and trends in hospitality Culture factorsaffect the consume behavior in hospitality because in this industry people come all around the world and they have different color , differentcultureand different demands , language barrios create problem for employees of this industry they have to understand their demand and according to that they have to give them services they have to respect reign of the industry. Every customer is different inbehavior some are good in nature , some are very aggressive. Employees have to handle them and understand their demands. Most of the people go to the hotels with their families and teenagers go with their friends 3
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they come with the reference of the other people who have already stay on those hotels this all are depends on how much they are popular among the people this all are come under thesocial factors.The impact of references group various across influencethe customer for buying decision it may be be any other person and it can be any singer , actor etc. According to the different age groups have different in their thinking demand, lifestyle , occupation, interest etc. this allpersonal factorsaffect the hospitality. In a hospitality industries teenagers demand for better hotels in low price their demand will be different but adult are happy with decent price hotels. Psychological factorsaffect affect on the purchase decisionsand also include the learning, attitude and motivation. The hospitality marketers need to know that which people are involves in the purchase decision so according to that they can make strategies. Analysis of the emerging trends in in consumer behavior Positive impact of trends in consumer behavior New trends in Hospitality is attracting customers and hotel Hilton is bringing new trends so they can increase their probability and company growth they are using new technology and this all trends are attracting consumers. trends like online hotel booking is success reason behind the Hotel Hilton they are giving budget hotel booking packages and they also giving discount on the online booking this is and new trend which is affecting on the consumer behavior. And many new trends likefood services and many more are also affecting on the profitability of the Hilton. Negative Impact of the trends in consumer behavior In a hospitality industry trends are changing every day and its impossible for Hotel Hilton to follow every trends and if they do not follow new trends then it can affect on their customer behavior because they want better facility in low price and if they are giving better facility then they have to charge more for that and its impotent for the company to follow new trends to compete with their competitors and Hotel Hilton already have many competitors in the market. PART -B Examining stages of consumer decision-making process regarding the hospitality service Pre-purchase- It is the first step that is considered by the consumers where its purchase process begins with need, problem or the motive within the minds of the consumer (Saw And 4
et.al., 2015). The consumer will be looking for the thing that will be satisfying the need of the customers and solve their problems (Björk and Kauppinen-Räisänen., 2015). Under this, the customer seek for searching information and gathering the data regarding the products and the services which will satisfy their needs by using personal sources and the commercial sources. Thereafter, he will be evaluating alternatives from several sources and choosing the most suitable that bes suits its taste, lifestyle, preferences and personality. In order to avail best services, consumer will analysing reviews that has been given by other clients with respect to Hilton Hotel. Purchase- On the basis of the reviews if consumer feels that the services provided by Hilton Hotel offers a best solution to his problem or the need then he makes the actual purchases that is make bookings for buying the services of Hilton hotel. Receive- This reflects that when the customer visit the hotel for experiencing the service that is when he uses the services of the Hilton Hotel. Post-purchase-At this stage, person seeks the reassurance after making the purchases and generally the 3 main outcomes are resulted that is the services received by him met with his expectations, the customer feels dissatisfied which means that it doesn't meet his expectations and the services availed by him met above his expectations (Gao And et.al., 2016). It is the first step that is considered by the consumers where its purchase process begins with need, problem or the motive within the minds of the consumer. Exploring the necessity for the marketers in mapping a path for understanding consumer decision making in hospitality segment With the helps of mapping the customer journey path hotels could be able to figure it out the most essential touchpoints that are present in between the Hilton Hotel and customers (Sasmita and Mohd Suki., 2015). By this the hotel can also improve its customer experience with providing the solutions for the detected problems. The map are considered as extremely useful for gaining the worth of their customers for lifetime through support of technology within the hospitality industry. Mapping journey of the customers helps Hilton Hotel in finding out the issues and the challengesfaced by the consumers &also helps in meeting the taste and preferences of the customer. It also helps Hilton Hotelin building better relationship with the 5
customers and in predicting the success and behaviour of its brand in the overall hospitality industry. Comparing and contrasting majordifferences in process of decision makingunder hospitality in respect of B2B and the B2C B2BBusiness to Customer Under this, the decision for buying the product or the service contains a commercial purpose so here the sales requires a rational analysis, longer time consideration, ongoing assistance byseller(Liandet.al.,2015).Itincludes several areas of an enterprise. However, here the sale is usually counted as less rational and more based on the impulse. Under this, the process is seen as shorter in ternsoftimeandindividualinmaking decisions. Decisionsregardingpurchasesunderthis involves long process and are probably made after making discussion with the committee. Ontheotherside,makingdecisionsfor purchasinginvolvesshortertimeand consumers could discuss it with his partners and makes impulse buying. Evaluating various approaches to the research methods and market research that are been used for understanding the process of decision making There are various approaches which are been used for developing a better understanding of the processare the skill sets, sample size, pareto principle, research methodology and the tele- depthinterviews(BjörkandKauppinen-Räisänen.,2015).Hiltonhotelhasmadeuseof appropriate research methods that involves gathering data from the primary and the secondary sources such as by structuring questionnaire, interviews, survey, article, internet and journals. Application of the pareto principle and the tele-depth interview helps an entity in making the study more useful and in understanding the behaviour of consumer buying in an effective way as interview involves collection of the information directly from the respondents which in turn creates reliability of research. Marketers responding on the decision-making process Customer demands 6
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Marketers of the Hilton company are finding that what are the demands of the customers and what type of facilities they want and they are making new strategies so they can satisfy their customers according to them it is impotent to understand that what customers really need and according to this all study they are taking decision. Technology In the hospitality industry Information technology plays impotent role Because they need computers in the hotel so they can collect every data in the computer and telephone is an impotent part of the hotel because they can talk with the hotel mangers (Mariani and et.al., 2018). Marketers are are bringing new technologies as well and they are taking decision regarding new technologies. Consumer behavior Marketersof the company studding consumer behavior because it is impotent for them to understand the behavior of the consumer because every customer have different behavior any andit is impotent to understand what they are demanding for andsome are good with their behavior and some are aggressive , some demand for luxury rooms and some want more facilitates and better room with low price (Gao And et.al., 2016). Consumer behavior study is helping them in decision making process. Different factors influences hospitality decision making and buying behavior Therearevariousfactorslikeperception,selectiveattention,selectivedistortion, selective retention learning, classical conditioning, promotion and operational condition etc which influences the decision making process of consumers (Gursoy., 2018). There are some factorslikeeconomicfactor,functionalactor,marketingmixfactor,personnelfactor, physiological factor, cultural factor and social factor. These factors influences the buying behavior of customers. Buying behavior influences factors: Economical factor: Hilton keeps flexible price strategy for customers where customers can book room according to their budget (Litvin And et.al., 2018). It often offers discount on booking that attract customers to choosehotel. Thus Hilton enhance buying behavior of customers. Marketing mix factor: There are four factors i.e. product, pricing, promotion and place etc. these factors directly impact on buying behavior of consumers (Saw And et.al., 2015). Hilton keeps 7
flexible price strategy, gives seasonaloffers and discounts, focus on customers preference regarding goods and services, provides online reservation services and provides convention facilities to consumers. These all facilities and services influences buying decision of consumers. Hospitality decision making influences factors: Perception: Consumers before booking hotel takes information regarding hotel which is available in social sites like publicity of hotel, servicesand rating of hotels In market. These whole information is supportive for customer to hospitality decision making (Sasmita and Mohd Suki., 2015). Hilton gives discount on booking and provides best services to customers. This influences customers to keep in preference. Selective Attention: Hilton focuses on hospitality services and quality of goods which is more basic but major point for customers. employees behavior and quality of goods and their services will assist to choose hotel (Mariani and et.al., 2018). Hilton occasionally organizes some events. Main goal of events is entertain customers. It provides motel facilities and airline services also. Thus Hilton pulls attention of customers and makes first preference of customer to select rather another hotels. Critically evaluate the application of models There are two approaches cognitive and behavioral which assists hospitality decision making process (Gursoy., 2018). Cognitive & behavioral approaches model is basically depend on two concepts classical conditioning and operand conditioning. operandConditioning:operandconditioningissalespromotionwhichprovidescoupons, discounts etc. sales promotion helpful to hospitality decision making process. Hilton offers discount on booking and provides additional services like swimming pools, Jim facilities and free breakfast etc that encourages customers to choose hotel (Litvin And et.al., 2018). Hilton try to provide good services to consumers so that again comes to visit in hotel. This promotion strategy doesn't go further because consumer always seeks for new. To do changes in strategy again and again will consume time and enhance cost of hotel which will directly impact hotel economy. This strategy canexist in market for some time not for long time. Repeating offers and facilities will impact decision making process of consumers. Classical Conditioning: it is based on the assumption and creation of environment for attracting consumerswhereconsumersshowsresponseregardingtheirassumptionk/aclassical conditioning. Hilton uses celebrity support because it's based on belief that positive image of 8
celebrity will encourage customer in decision making of hotel (Zaitseva And et.al., 2016). Thus Hilton uses classical conditionalstrategy to create positive hotel image in global market. This strategy can't exist for long time in market. The uses of celebrity endorsement again and again for hotel advertisement will enhance cost which will impact economic scale of hotel. In this state,Hilton will be unable to hire so it will decrease chances of hospitality decision making. CONCLUTION As per the about report it has been analyzed and investigate the different culture , social , personal and psychological factors which influence consumer behavior in hotel Hilton and briefly explained consumer trends are changing due to the impact of technology. This report has been analyzed of all the factors which influence consumer behavior are changing in trends and also has been perform a critical analysis of the emerging trends in consumer behaviorand examine the stages of the consumer decision making and map path. This report has been conclude exploration of marking map path and also explain why it is accessory. Report has been conclude the key differences of the hospitality decision making process and evaluate different approaches and market research methods for decision making process. Also has been evaluate the response of the marketers on decision making. It has been provide coherent and justified different factors influence in hospitality decision making and critically evaluate the application of approaches theories concepts and models impact on the decision making. 9
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