Consumer behaviour is a process to analyse the behaviour of consumer for purchasing a products or services in order to fulfil their need(Anon., 2019). Definition and concept
The attractive cite location and infrastructure of the hotel. Affordable price and policies offered by the hotel. Food and lodging services provided by the hotel (Bozic & Cvelbar, 2016).. Factors that influences behaviour of consumer while booking a hotel
1.Cultural Factor The consumer always prefer to buy the services related to their culture like religion, class, geographical area, age and gender etc (David Bowie, 2016). For example: A customer belongs to a higher class always prefer a five star rating hotel rather than any local hote(Liu, 2019). Three factors that affect consumer behaviour
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2.Social factors: The major social factors affecting the behaviour of consumer are: Social groups, friends, family members, reference groups and agents(David Bowie, 2016). For example: Usually the consumers prefer the hotel or restaurant which is praised by his social group like friends or family members (David Bowie, 2016). If a friend provides the positive feedback of a restaurant, the person always prefer the particular restaurant in comparison of other options (Diana Gavilan, et al., 2015). Factors Influencing consumer behavior
3. Personal factors: Personal factors are related to economic situation, occupation, self-image and perception of the person related to the goods or services(Haddad, et al., 2015). For example: Usually the person belongs from a sound economic position always prefer the costly hotel while choosing the options because the perception of the person is low price hotel represent poor service qualities of the hotel. Whereas the reality may be different from his perception (Haddad, et al., 2015). Factors influencing consumer behavior
4. Psychological factors: The psychological factors like learning process, behaviour, mental state and motivation of the person(Haddad, et al., 2015). For example: A person who want to enjoy his weekend in a hotel, will more likely to choose the hotel with attractive cite locations with good food. Factors influencing Consumer Behaviour
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Technological changes: Technological changes create a challenging environment for hospitality sector. Consumer decisions are changing according to the digital changes (HILL & ALEXANDER, 2017). For example: If a customer is looking to book a hotel for relaxation and cite visiting, his decision is highly depends upon the presentation and information provided by the website. Eye capturing presentation and sufficient information is required for booking a hotel (HILL & ALEXANDER, 2017). Factors influencing consumer behavior
Digital marketing defined as a process of marketing of the products and services using digital sources like television, mobile apps, social websites and other electronic sources (Leung, et al., 2013). Changing requirements of consumers: Due to the lack of time, consumer want the detail information about the product or services in a short time period, which can be possible only with the help of digital sources (Leung, et al., 2013). Digital Marketing
Consumers are becoming more educated and attentive now a days. They choose the product and services after critical analysis of the products or services. Many options of the same products or services available in the market having different features and characteristic. Consumer select the product after evaluating many options of the product, available in the market (Leung, et al., 2013 Changing consumer trend
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If a consumer is looking for a hotel for two night stay for enjoying his weekend. He would be having lot of options of different hotels on different websites with different prices. In this case, he would definitely use any digital source to analyse the various options of hotels and on the bases of locations, food and lodging, cite visiting and ratings, he would select the hotel. In this case, hotel having beautiful display with attractive facilities and affordable price, will be selected (Leung, et al., 2013). Example of changing consumer trend
Anon., 2019. Effects of service experience on customer responses to a hotel chain.International Journal of Contemporary Hospitality Management,31(1), pp. 389-405. Božič, V. & Cvelbar, L. K., 2016. Resources and capabilities driving performance in the hotel industry.Tourism and hospitality management,22(2), pp. 225-246. David Bowie, F. B. M. B. A. M., 2016.Hospitality Marketing. Third ed. London: Routledge. Diana Gavilan, Avello, M. & Martinez-Navarro, G., 2015. The Impact of Brand Image on Consumer Behavior: A Literature Review.Scientific Research,3(1), pp. 58-62. References
Haddad, R. E., Hallak, R. & Assaker, G., 2015. Price fairness perceptions and hotel customers’ behavioral intentions.Sage Journals, 21(3), pp. 262-276. HILL, N. & ALEXANDER, J., 2017.HANDBOOK OF CUSTOMER SATISFACTION AND LOYALTY MEASUREMENT.Third ed. London: Routlez. Leung, X. Y., Bai, B. & Stahura, K. A., 2013. The Marketing Effectiveness of Social Media in the Hotel Industry: A Comparison of Facebook and Twitter.Journal of Hospitality and Tourism research, 39(2), pp. 147-169. Liu, H. Y., 2019. The disappearing product: marketing and markets in the creative industries.International Journal of Cultural Policy,25(4), pp. 543-545. References