Consumer Behaviour in the Hospitality Industry

This study explores the various factors that influence consumer behaviour in the hospitality industry, including cultural, social, personal, and psychological factors. It also examines the impact of digital technology on consumer trends and how it has provided more choices for consumers. The study concludes that consumers now have better opportunities to select products and services that best suit their needs.

CONSUMER BEHAVIOUR IN THE
HOSPITALITY INDUSTRY

Table of Contents
INTRODUCTION...............................................................................................................3
LO1 ...................................................................................................................................3
P1 Different types of factors influencing consumer behaviour and attitudes in
hospitality organisation. .................................................................................................3
P2 Change in consumer trends due to impact of digital technology. ............................4
CONCLUSION...................................................................................................................4
REFERENCES..................................................................................................................6

INTRODUCTION
Consumer behaviours an study that how individual customers or groups buys or
uses the ideas, products and services to satisfy their wants. The study will highlight the
different types of factors which impacts the consumer behaviour. Moreover, the will
describe how consumer trend gets influenced by impact of digital technologies (Cheng
and Chen, 2017).
LO1
P1 Different types of factors influencing consumer behaviour and attitudes in hospitality
organisation.
Consumer behaviour can be defined as study in which how individuals customers or
groups buys or uses the ideas, products and services to satisfy their wants.
There are various factors which impacts the behaviour of consumer in hospitality
organisations.
Cultural factors- Culture influences the dimension of the human behaviour which
included buying and consumption patterns. Culture includes morals, beliefs, knowledge
etc. The consumers demands for the goods and services which are best suitable for
them. As in Hotel has to offer the food and services which are best suitable fotr the
consumers (Cheng and Chen, 2017).
Social factors- Social factors includes reference groups, role and status and family
members etc. Allocation this has an major impact on consumer buying habits as
customers take suggestions from them and according to that they make buying decision
so in this way it influences the consumer behaviour. When guest comes in hotel with
their family or friends their suggestion impacts the buying behaviour of the consumer as
they make an demand formulated the services by taking suggestions from them
(Mohammed, Guillet and Law, 2015).
Personal factors- Personal factors includes age, occupation, lifestyle, personality etc.
this has an major impact on the behaviour sand attitude as they make purchases
according to that. When the consumer is aged so their demand is also different as
compare to young consumers. The economic conditions has major influence on the
buying behaviours when the consumer is well settle and highly rich so their demand for

the services is high as compare to middle class people. So hotel offers services which
are best suitable for different class of people (Mohammed, Guillet and Law, 2015).
Psychological factors- Psychological factors includes perception, attitude and beliefs
of the individual. Buyers makes demand for food and services according to their beliefs
and perceptions. As consumer has an perception about brand ie, this brand is good so
they always prefers to choose that brand only rather than any other brand. Buyers
makes purchase based on opinions which they have towards the particular product or
brand. So hotel has to offer the services according to buyers perceptions so that they
feel satisfied and the productivity of the Hilton Hotel can also be increased (Prayag,
Hassibi and Nunkoo, 2019).
P2 Change in consumer trends due to impact of digital technology.
There is an great impact of digital technology on consumer trends as earlier
people have very less choices for selecting any goods or services. By the use of
advance technologies the consumer can reach to large market. As social media
platforms like Facebook Instagram offers consumers larger opportunities for making
purchase. In past time it was difficult for consumers to select the brand which can
provide best services to them, so by the use of technologies it becomes very easy
because technologies provide variety of options and individual can select according to
their requirement (Prayag, Hassibi and Nunkoo, 2019).
By the use of advance technology people get to know about different cultures
and trends which are been followed by people at different places. Their demand also
gets affected by them, Different types of offers and coupons are provided through digital
media which assist in making purchase. Through social media consumer can now
search for feedbacks and reviews of the customers as this assist them in making perfect
choice. Hotel has to market their foods and services via social media platforms so that it
can reach to large number of audience. Effective marketing is done by the use of social
media platforms and thus influences consumer behaviour. The consumer now have
option of online booking, as the can select organisation of their choice and can made
pre booking. Use of technology has made businesses operations very fast and

consumers have variety of options to select the brand which can provide maximum
satisfaction to them (Wu and Liao, 2016).
CONCLUSION
From the above study it is concluded that there are various factors which
influences the customer behaviour as cultural factors like morale, beliefs etc. The buyer
makes purchases by their belief only, the things which are best suitable for them they
purchase that only. Digital technology has an great impact on the consumer as they
have better opportunities available to make purchase. It has becomes very convenient
for people to select the products and services which are best suitable for them.

REFERENCES
Books and Journal
Cheng, J.C. and Chen, C.Y., 2017. Job resourcefulness, work engagement and
prosocial service behaviors in the hospitality industry. International Journal of
Contemporary Hospitality Management. 29(10). pp.2668-2687.
Mohammed, I., Guillet, B.D. and Law, R., 2015. The contributions of economics to
hospitality literature: A content analysis of hospitality and tourism
journals. International Journal of Hospitality Management. 44. pp.99-110.
Prayag, G., Hassibi, S. and Nunkoo, R., 2019. A systematic review of consumer
satisfaction studies in hospitality journals: conceptual development, research
approaches and future prospects. Journal of Hospitality Marketing &
Management. 28(1). pp.51-80.
Wu, P.H. and Liao, J.F., 2016. Service-oriented organizational citizenship behavior,
perceived service quality and customer satisfaction in hospitality industry. Journal
of Applied Sciences. 16(1). pp.18-24.