Unit 19: Hospitality Consumer Behaviour and Insight

This article discusses the factors that influence consumer behavior in the hospitality industry, including cultural, social, personal, and psychological factors. It also explores how digital technology is changing consumer trends and the stages of the consumer decision-making journey. The article emphasizes the importance of mapping the path to purchase and understanding consumer decision-making in the hospitality sector. Additionally, it compares and contrasts the key differences between the B2B and B2C decision-making processes in the context of the hospitality industry, using specific examples from the Bull hotel.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
TASK 1............................................................................................................................................1
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour.....................................................................................................................1
How consumer trends are changing due to the impact of digital technology..............................2
TASK 2............................................................................................................................................4
The stages of the consumer decision- making journey................................................................4
TASK 3............................................................................................................................................6
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples....................................................6
Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process................................................................................7
TASK 4............................................................................................................................................8
Evaluate how marketers can influence the different stages of the hospitality decision-making
process giving specific hospitality examples...............................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer behaviour may be understood because the look at of the wants and needs of
clients. Hospitality enterprise specializes in enjoyable the clients and presenting them patron
consciousness services. This document is primarily based totally at the Bull Hotel that is located
inside United Kingdom and has been hooked up within the 12 months 1828. In the beginning of
this document there's dialogue associated with the elements which have effect at the client
behaviour. The selection making adventure of the client is likewise evaluated within the
document and the patron adventure map is analysed to serve the customers effectively. The
selection making of commercial enterprise to commercial enterprise and commercial enterprise
to customs is distinct and the equal is cited within the document in regard to hospitality
enterprise. The position of entrepreneurs in distinct degrees of selection making describe within
the document.
MAIN BODY
TASK 1
Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour
It turns into important to test the behaviour of the clients which will full fill them. The
Bull hotel fulfil all of the necessities of the clients are analysing so they may be glad with the
offerings(Hu and et. al., 2019). The converting formed within the marketplace adjustments the
requirement of the clients. It is important for a organisation to recognize approximately the belief
of clients. So the control group ought to hold on analysing the necessities of the consumer with
the aid of using contacting them and the use of virtual tools. They are numerous elements which
might be effect at the behaviour of the purchasers and they may be mentioned below:
 Cultural elements: The subculture of the area at once influences the belief degree of a
consumer. It is visible that the subculture allows in character to recognize approximately
the simple necessities needs values and different heritage that they belong to. It is visible
that clients decide upon the encompassing this is in keeping with their subculture. In this
regard, the gives them atmosphere in keeping with their necessities in order that they
may be glad with offerings supplied with the aid of using the hotel.
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 Social elements: Another crucial issue that influences the client behaviour is social
elements. The own circle of relatives and buddies majorly represent the society of a
person(Kustos and et. al., 2019). It is important to offer appropriate surroundings to the
consumer so they decide upon the hotel. It is visible that the Bull hotel offer powerful
surroundings and pleasant body of workers individuals that appeal to the human beings
closer to them.
 Personal elements: It consists of gender lifestyle, age, occupation, career of a person. It
is visible that the call for of enterprise folks and own circle of relatives folks varies. The
Bull hotel gives special rooms in addition to convention rooms to be had so that each one
the human beings are glad with their offerings.
 Psychological elements: It consists of the mind-set belief motivation perception gaining
knowledge of of a person. In this regard the Bull hotel takes the remarks of the clients in
this type of way that assist them to make changes and constructed powerful members of
the family with the clients.
Environment is dynamic and it continues on converting. There is requirement of adopting
and handling the enjoy of clients. The Bull hotel analyses the desire of clients and looks after all
of the elements that they taken into consideration earlier than creating a decision. It makes them
a success and are capable of appeal to the clients closer to their hotel.
How consumer trends are changing due to the impact of digital technology
The new formed within the marketplace is digitalisation. There is prime position of
virtual generation within the contemporary-day existence style. The virtual generation is utilized
by every and each enterprise and it's far improving the benefit of clients in travelling, education,
buying in addition to in day after day activities. There are numerous equipment which are being
utilized in state-of-the-art time via way of means of enterprise enterprise to draw the clients. In
hospitality enterprise, there is key position of up to date technology it enables to full fill the
clients higher than before. The clients additionally favoured the emblem that makes use of up to
date generation as they are capable of get greater centers over there. The employer this is capable
of paintings in line with he formed is the chief within the marketplace. Some of the traits which
are converting in line with virtual generation are mentioned underneath:
 Facial popularity: It is one of the capabilities this is being utilized by the Bull hotel to
lessen the ready time of the clients. Each and each purchaser wishes rapid processing and
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do now no longer need to anticipate lengthy length of time. The facial popularity
characteristic enables the clients to liberate the rooms inside few seconds and offer them
access. It has took place due to today's generation being used.
 Voice manipulate rooms: If the visitor face any hassle there are voice manipulate rooms
that offer them solutions. They are essentially for the assistant of the visitor and feature
transformed the ordinary rooms into clever rooms(Murillo and King, 2019). They offer
customised in addition to personalised help to the clients and resolve their queries on the
identical time.
 Robots:The robots are some other use of virtual generation. In order to offer higher
offerings to clients the usage of robots is being accomplished in hospitality enterprise.
The simple features associated with cleansing and helping clients are being carried via
way of means of robot. It enables them to interact the clients within the enterprise. The
use of robot’s centre the lodges to offer offerings to the clients.
 Internet connectivity: One of the critical component that complements the hobby of
customers within the hotel is net connectivity. The Bull hotel affords loose connection of
net to the clients and that enables them to hold at the conferences efficiently. It enables
the visitor to have interaction with their own circle of relatives contributors on the time of
low connectivity and decorate the revel in of purchaser in a tremendous manner.
The Bull hotel works efficiently and meet the wants and needs of clients. It is vital for
them to recognize approximately the virtual formed. They are capable of decorate the emblem
photograph via way of means of the use of today's equipment and strategies that decorate the
revel in of clients. They adopt non-stop studies to help the employer in attracting new customers.
They have applied robotics to help them in coping with clients in a appropriate manner. They
utilise facial popularity as well, which saves clients time. The employer blessings from the
adoption of today's generation because it permits them to gather a bonus over their competition.
The hotel is capable of attain a bigger quantity of clients and enhance their normal revel in.
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TASK 2
The stages of the consumer decision- making journey
Hospitality enterprise is client consciousness and there may be key function of purchasers
within the fulfilment of corporation. All the businesses need to draw the clients in order that they
have to recognise approximately the client choice making journey. The degrees of consumer’s
choice making is as follows:
 Problem recognition: In the primary degree of client choice making there may be a
need. If the clients face a few hassle that try and discover a product which can remedy
their hassle(Nusair, 2020). It is vital for the Bull lodge to pick out the wishes and issues
being confronted through clients after which try and offer them answer and full fill them.
 Information search: The clients try and discover statistics to be able to assist them to
remedy the hassle. It is an benefits degree for the Bull lodge as their could make the
clients aware of the answer that they are providing. The use of virtual media allows them
to attain the clients immediately and help them with their hassle.
 Alternative evaluation: In this degree the clients paintings on locating out all of the
opportunity to be able to complete full fill their need. Bull lodge have to offer them
excellent and specific carrier in order that they are capable of advantage side over
different opportunity alternatives which might be to be had within the market. The client
will pass for the choice this is excellent in charge in addition to quality.
 Purchase choice: In the preceding degree the client has recognized the options to be
had . The very last choice is made through the client in the acquisition degree wherein
they pick the corporation that gives them extra benefit then others.
 Post buy behaviour: It is analysed that the happy clients supply fantastic comments and
advocate the carrier to their own circle of relatives buddies and relatives. The put up buy
behaviour of clients is likewise useful for the Bull hotel as they are capable of get extra
clients.
Explore why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector.
Mapping consumer adventure component is crucial for each organization. This display
that how a customer is going with their adventure of buy from the organization. There are many
ranges which arise on the time of selection making that ought to be acknowledged through the
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marketplace us to take higher selections accordingly. It is crucial to recognise buying selection
which may be effect via numerous elements which can be defined below:
 The clients have one-of-a-kind belief and trust at the same time as taking selections for
his or her buy. The thing like social media is influencing them very much. When they
need to get carrier they take a look at critiques and scores earlier than making
buy(Samala and Raganathan, 2020). This thing affects the advertising supervisor to hold
their scores and critiques in a superb way to be able to entice greater clients in the
direction of Bull hotel. The managers wishes to get net with income advertising and
Human Resource Department so that it will apprehend the want and desires of clients in
offer them higher offerings as according to the requirement.
 The advertising managers of Bull hotel want to research consumer conduct at each go to
higher apprehend approximately what are their unique requirements. . In order to
accomplish that they want to make powerful members of the family and ordinary
conversation for the same. The revel in ought to be beneficial and noteworthy for the
clients.
 The advertising supervisor wishes to revel in consumer contact factors which could assist
them to make higher strategies. These contact factors are there electricity and
weaknesses. When contact factors are analysed, the entrepreneurs should impact them via
offering what they need.
It has analysed that the organization is needed to contain in ordinary selection making
procedure of clients. The marketplace has wishes to do so for giving advantages to the clients via
giving offers, reductions and personalisation offerings. They are required to take powerful sale
offerings and offer treasured revel in each time they go to on the live on inn. The organization
wishes to create right emblem cost so that it will get powerful contact factors to be able to impact
customer’s selection.
TASK 3
Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples.
In the massive enterprise surroundings the enterprise is have numerous forms of
distribution channel through which they offer their merchandise and offerings. They offer
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enterprise to enterprise offerings in an effort to attain to range of customers. Also, wherein B2C
is relevant wherein the business enterprise offering at once to the customers. Therefore the
agencies undertake one-of-a-kind techniques for the choice making of each B2C and B2B. Bull
hotel adopts this method which has contrast this is defined below:
Business to business Business to customer's
In this method, the enterprise sells services and
products as according to their desires and
wants. All the selections may be taken for
enjoyable their demands.
There are numerous departments for enterprise
to clients. The elements are analysed earlier
than taking proper choice which includes
culture, social and environmental.
The Bull hotel has its product primarily based
totally technique to promote to the enterprise
with the aid of using taking part with
them(Sharma and et. al., 2020). The method is
essential in an effort to simply awareness
simplest on the goods in place of growing
purchaser members of the family in an effort to
shop time and cost.
The clients get have an impact on with a
majority of these types of elements. The
method utilized by Bull resort is to make
clients relations. This might effect on their
income and retention for lengthy time. This
approach is needed greater attention on
imparting nice revel in to the clients. For
instance Bull resort takes reserving at once
from the visitor wherein they may be the
handiest one to serve all of the centres and
facilities at their nice.
The principal reason is to fulfil enterprise
requirement in an effort to routinely ends in
purchaser desires.
The principal reason right here is to at once
fulfil purchaser wishes via way of means of
imparting them merchandise and services.
The hotel receives greater correct income from
this form of method.
This form of enterprise ends in much less
income which effect at the resort’s
profitability.
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In the massive commercial enterprise environment, the Bull hotel makes use of each
organizations to clients approach on the way to make greater income and attain massive range of
clients throughout the world. Both the techniques are worthwhile for the Bull hotel however have
one of a kind methods which require one of a kind control technique. The basic aim of the
enterprise is to meet their clients requirement with the aid of using giving pleasant items and
offerings at affordable prices. Whether it's far commercial enterprise to consumer approach
comma with the aid of using mapping consumer journey, the managers are capable of realize the
needs of product and convey innovation.
Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process
It becomes a vital activity to perform market research and understand customers
requirement. These decisions will impact on business strategy of Bull hotel(Tanrikulu, 2021).
When the company research the market appropriately they will bring the changes according to
that. It will eliminate any overlapping of product and services which are not required. Therefore
comma every customer has their different need s and purchasing behavior. Due to many
innovations and competitiveness is arriving into market, the boy Hotel needs to research market
appropriately through both primary and secondary methods. These methods are necessary to be
understood in context of saving time and cost both for the organization. The primary method
include surveys, interview Internet surfing and many more. This method is needs to utilize
effectively through giving questionnaire. Random sample size will be up to choose number of
people through which the survey will be conducted. It is an effective method to analyses others
perspective about the company and their production services. The Bull hotel could which directly
to the customers and understand what the really expect from the hotel. It is all about giving best
customer services and a unique experience every time they visit.
The other methods of research are through observations personal interviews and taking
feedback. If this avoid Hotel wants to bring changes in any functioning or operations they could
survey and take personal interviews from the customer full stop the company is working only for
full feeling the needs of their guest so that their perceptions are valuable for them which will
show whether the strategy will be effective or not. Also, the marketing managers performed field
analysis in order to know the demands of customers. It is vital to understand current market
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needs in order to bring modern solutions. These will lead to avoid unnecessary strategy which
takes a lot of cost and invest in more appropriate sources.
TASK 4
Evaluate how marketers can influence the different stages of the hospitality decision-making
process giving specific hospitality examples.
An corporations productiveness and profitability relies upon selection making method of
business enterprise. All the income and turnover are part of hospitality choices which affect
clients to make a contribution of their merchandise and offerings. The hospitality enterprise has
huge marketplace environmental which incorporates distinctive offerings like food,
accommodation, Resorts leisure and plenty of more. Therefore the advertising and marketing
managers undergo with distinctive levels of selection making method to make first-rate
appropriate techniques that is in favour of business enterprise and clients both. These are defined
below:
 Marketers can observe purchaser wishes and needs: that is the primary level wherein
the advertising and marketing supervisor observe approximately what their patron
expects and needs from them(Ulker-Demirel and Ciftci, 2020). When they get clean with
patron necessities they at those product and offerings of their resort. For instance live on
Hotel observe the wishes of virtual era in receiving bills take reserving in order that they
have followed those advancement.
 Marketers can offer first-rate purchaser carrier that allows to maintain the patron:
The advertising and marketing supervisor wishes to offer first-rate patron offerings as
soon as the wishes could be analyse. It is the first-rate possibility to maintain the ones
capacity clients who count on a exquisite revel in from them. That keep away from Hotel
offer a completely unique revel in in their resort at expert offerings that is the specific
promoting point. Therefore those offerings maintain their clients for lengthy duration of
time.
 Marketers can goal proper set of audience: The purchaser selection making method
can assist the advertising and marketing managers to draw the proper audience. It is
likewise a essential selection to keep away from pointless marketplace region which is
not always productive. By acting segmentation and focused on the Bull resort goal above
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the age institution of 18 and excessive elegance profits institution because of having
high-priced Hotel offerings.
CONCLUSION
The document has concluded that hospitality enterprise is surrounded with a variety of
offerings within the market. There are different factors inclusive of cultural social individual and
mental which impact purchaser conduct even as buying offerings. Therefore it want to be
analyses and brought into attention even as forming strategies. The converting purchaser traits
also are impacting organisation to develop virtual through giving on-line facilities. Also, the
ranges of purchaser selection making and the adventure are critical to analyses for the hotel. The
document has analyses distinction among b2c and B2B and the way the studies strategies can be
beneficial for selection making of purchaser conduct.
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REFERENCES
Books and Journals:
Altinay, L. and Taheri, B., 2018. Emerging themes and theories in the sharing economy: a
critical note for hospitality and tourism. International Journal of Contemporary
Hospitality Management.
Buhalis, D. and Park, S., 2021. Brand management and cocreation lessons from tourism and
hospitality: introduction to the special issue. Journal of Product & Brand Management.
Chen, S.H and et. al., 2021. Hospitality services in the post COVID-19 era: Are we ready for
high-tech and no touch service delivery in smart hotels?. Journal of Hospitality
Marketing & Management, 30(8), pp.905-928.
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science, 29(2), pp.151-161.
Hu, F and et. al., 2019. Evolving customer expectations of hospitality services: Differences in
attribute effects on satisfaction and Re-Patronage. Tourism Management, 74, pp.345-
357.
Kustos, M and et. al., 2019. Using consumer opinion to define New World fine wine: Insights
for hospitality. International Journal of Hospitality Management, 83, pp.180-189.
Murillo, E. and King, C., 2019. Why do employees respond to hospitality talent management: an
examination of a Latin American restaurant chain. International Journal of
Contemporary Hospitality Management.
Nusair, K., 2020. Developing a comprehensive life cycle framework for social media research in
hospitality and tourism: a bibliometric method 2002-2018. International Journal of
Contemporary Hospitality Management.
Samala, N. and Raganathan, K.M.S., 2020. Applications of AI and ML Techniques on Twitter
Data to Understand Consumer Behavior: Critical Insights. Asian Journal of Research in
Marketing, 9(3), pp.1-8.
Sharma, S and et. al., 2020. Exploring consumer behavior to purchase travel online in Fiji and
Solomon Islands? An extension of the UTAUT framework. International Journal of
Culture, Tourism and Hospitality Research.
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Tanrikulu, C., 2021. Theory of consumption values in consumer behaviour research: A review
and future research agenda. International Journal of Consumer Studies, 45(6), pp.1176-
1197.
Ulker-Demirel, E. and Ciftci, G., 2020. A systematic literature review of the theory of planned
behavior in tourism, leisure and hospitality management research. Journal of Hospitality
and Tourism Management, 43, pp.209-219.
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