Influence of Culture, Social, Personal, and Psychological Factors on Consumer Behavior in Hospitality

This report examines the influence of culture, social, personal, and psychological factors on consumer behavior and attitudes in the hospitality industry. It explores how these factors are changing and driving trends, with a focus on the impact of digital technology. Specific examples from the industry are used to support the arguments.

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INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Investigate about culture, social, personal and psychological factor that influence on consumer
behaviour and attitude............................................................................................................3
P2 Explore how consumer trends are changing due to the impact of digital technology......4
M1 Analyse how cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes are changing and driving trends in hospitality.................................5
D1 Critically analyse the emerging trends in consumer behaviour and attitudes using specific
examples from the hospitality industry to support your arguments.......................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
The term hospitality refer to the relationship that exists between the guest and host. In the
hospitality section host receive guest with goodwill and it undertake aspect which relates with
entertainment of guest, visitor and stranger. It also describe hospitality as the virtue that make
care for great soul. This report is written from perspective of Marriott hotel which is a leading
global organisation and it operate business among hospitality sector. Moreover, it highlights on
culture, social, personal and psychological factor with it influence on consumer behaviour and
attitude. Consumer trend with it's analyse will also be focused to understand the impact of digital
technology.
TASK 1
Investigate about culture, social, personal and psychological factor that influence on consumer
behaviour and attitude
Tourist behaviour and attitude is impacted because hospitality organisation such as
Marriott perform work to offer high-quality services. Some aspect that impact on behaviour of
three generation of hospitality is mention as follow:
 Culture- One of the most fundamental determinant that is related with generation X
relates with identify of all aspects that make effective results for completion of task in an
organised manner specifically to engage authentic experience. While generation Y make
perspective to complete task with information and age by use of social media. So it is
easy to understand value of other culture. Generation Z is not impacted because culture
explore various drivers to engage person of different culture for better learning.
Therefore, consumer attitude and behaviour of all generation is formulated with positive
approach with understand of different country culture (Ahmad, Bakar and Ahmad,
2018).
 Social factor- Consumer behaviour specifically tourist and guest are more impacted due
to aspect of social factor. Reference group leads a person and group to generate specific
value, behaviour and attitude to manage work as per opinion of person. Generation Y
connect with individuals so it is important to represent them as a high class social factor.
Generation X and Z both are interested for managing social factor so it is important to
complete all work with positive aspect in order to complete all work with society

standards. Example- International trip is a factor that represent individuals with a high
standard of society. This impact in negative manner as all three generation behave in
differently to go a place.
 Personal factor- It impact on the purpose and nature of visit like, generation Y person
visit another an area to meet with friends. On the other side, generation X tourist go to
understand and generate memories from other person. While, generation Z go with
purpose of identifying new opportunities among different market. On terms of personal
aspect individual behaviour and attitude relate with market trends and facilities that
influence person in positive manner.
 Psychological factor- Individual from the generation X are self-motivated to go and
visit new area specifically which is different from previous one. People or tourist from
generation Y consider to see new place for living a lavish life-style as they stay in
connect with peers and friends. In simple terms, purchase of tourist service is a part of
their life-style. In context of generation Z, self-concept to visit different place refer to
method of self-concept. Psychological factor make positive influence that make
perspective for completing task with self-concept.
P2 Explore how consumer trends are changing due to the impact of digital
technology
Technology in today’s world has very important role to play in influencing trends and has
been impacting trends in drastic manner. Technology impacts the trends in a way that various
factors involved in technology like digital media, social media, emails and mobile is able to
make an organization reach out its customer easily. Also trends changes because of technology
in a way that advertisement influences customers and make them attracted towards a particular
kind of fashion or trends being shown in an advertisement (Arjona-Fuentes and et. al, 2019).
Technology is one of the most crucial factors and has made gain loyalty towards a particular
brand for a customers. As smart devices has been developing day by day has made accessibility
easy for a customer to reach its favourite brand in no time. Over that digital technology has made
organization to build a strong bond with its customers which resulted into enhancement of

technology. Standards of living has been improved as technology takes over all kinds of work in
life of an individual.
M1 Analyse how cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes are changing and driving trends in hospitality
Various factors like cultural, social, personal and psychological factors has been
influencing consumers behaviour in a way that these are basic elements of society and has been
changing as society is dynamic and keeps on changing day by day. Culture it differ from place to
place and changes as per the community and influences choices that has to be made by customers
in selecting a hotel. Social factors are the factors that is related to taste of customer and as per the
taste only selection is being made by customers of a hotel. Psychological factors influence a
customers by forming an image of a brand which generates brand loyalty for a hotel.
D1 Critically analyse the emerging trends in consumer behaviour and attitudes using specific
examples from the hospitality industry to support your arguments
As it can be seen that trends has been developing very drastically and faster manner variouskinds
of advancement in digital technology made trends of customers to be changed as per the
modern time. It helped in making a customer’s develop sense of maturity over a
particular brand that makes loyalty to be developed. Also hotels can increase their
customer’s base by reaching maximum number of customers (Vassou and et. al., 2019).
.

CONCLUSION
With the analyse of above report it is identified by management personal, psychological
etc. are some factors that influence consumer behaviour and attitude. So with investigate all
aspects it is easy to influence consumer for purchase of hospitality services. Moreover, with
analyse of consumer trends and changes related digital technology support to generate favourable
arguments for hospitality organisation services.

REFERENCES
Books and Journals
Vassou, C and et. al., 2019. Global business shunning hospitality jobs: a disguised power
struggle?. Journal for Global Business Advancement, 12(2), pp.232-253.
Arjona-Fuentes, J.M and et. al, 2019. Silent threat of presenteeism in the hospitality industry:
examining individual, organisational and physical/mental health factors. International
Journal of Hospitality Management, 82, pp.191-198.
Ahmad, S.Z., Bakar, A.R.A. and Ahmad, N., 2018. An evaluation of teaching methods of
entrepreneurship in hospitality and tourism programs. The International Journal of
Management Education, 16(1), pp.14-25.
Larkin, R., 2020. Knowledge transfer effects of clustering in dual configuration
MNEs. International Journal of Hospitality Management, 90, p.102649.
Taylor, E., Al Yousuf, M. and Taylor, J., 2015. Developing a government strategy to meet
international standards of food safety across the hospitality industry. Worldwide
Hospitality and Tourism Themes.
Ryan, C., 2015. Trends in hospitality management research: a personal reflection. International
Journal of Contemporary Hospitality Management.
Phillips, P. and Moutinho, L., 2014. Critical review of strategic planning research in hospitality
and tourism. Annals of Tourism Research, 48, pp.96-120.
Ariza-Montes, A and et. al, 2017. Incidence of workplace bullying among hospitality
employees. International Journal of Contemporary Hospitality Management.
Huertas-Valdivia, I., Llorens-Montes, F.J. and Ruiz-Moreno, A., 2018. Achieving engagement
among hospitality employees: A serial mediation model. International Journal of
Contemporary Hospitality Management.
Ram, Y., 2018. Hostility or hospitality? A review on violence, bullying and sexual harassment in
the tourism and hospitality industry. Current Issues in Tourism, 21(7), pp.760-774.
rens-Montes and Ruiz-Moreno, 2018)