Hospitality Consumer Behavior and Insight

This report explores the factors influencing consumer behavior in the hospitality industry, including cultural, social, personal, and psychological factors. It also discusses the impact of digital technology on changing consumer trends and how marketers are responding to the decision-making process. The report compares the B2B and B2C decision-making processes and outlines different approaches to market research.

Hospitality Consumer
Behaviour and Insight

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Different cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes................................................................................................................3
Consumer trends are changing due to impact of digital technology............................................5
Analysis of how cultural, social, personal and psychological factors influencing consumer
behaviour......................................................................................................................................7
Trends in consumer behaviour and attitudes by using the examples...........................................7
CONCLUSION................................................................................................................................7
TASK 2............................................................................................................................................8
INTRODUCTION...........................................................................................................................8
MAIN BODY...................................................................................................................................8
Examining the stages of the consumer Decision-making journey and mapping a path to
purchase product or service of the organization..........................................................................8
Evaluating that how marketers are responding to the decision-making process applying
relevant examples.........................................................................................................................9
Comparing Key Differences of Decision-making Process in B2B and B2C in Hilton Hotels..10
Different approaches to market research and methods used for understanding the Decision-
making process...........................................................................................................................12
Critically evaluating that how marketer can influence different stages ....................................14
Critically evaluating the application of appropriate theories influencing and impact on
hospitality ..................................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
REFERENCES..............................................................................................................................16

Consumers are now more connected: The consumer can get the information of the cited
hospitality by searching on the websites of the hotels. The organization must take advantage
of this and should have the strong social media and digital presence. This makes the
organization to increase their revenue by making the customers attract through the social
media.

Consumers desire have changed: Due to increase in the digital technology the consumer always
compare the experiences from their competitors and used to choose the best hospitality. If
the consumer expectations is not fulfilled by searching for that hotel than it will change its
decision. The organization must have the best products and services which makes the
customers to choose their hospitality for holidays.
Increased emphasis on well-being: By using the technology the consumer can search for that
hospitality which is safe for them. This makes them to know about the changes in the hotels
which makes them to have the safety regarding their health. The cited organization must
take care of the well-being of their guests as they have chosen their organization for
holidays.
Impact of smart phones: This makes the consumer to know about the feedback of that particular
hospitality in order to select the best hotel for their holidays. By seeing the feedback of the
Hilton the consumer can decide the best and safe hospitality for themselves in order to enjoy
their holidays. They can book the hotels by using the mobile phones.

Mobile based payment applications: Mobile based payments are the quick and easy payments
which makes the consumer to pay easily and not to carry lots of cash with them. This can be
possible through using the mobile apps for payment. This is the most convenient way of
paying the bill in the hospitality. By this consumer get some rewards or discount on their
bills. The organization must use this payment mode which makes the consumer not to carry
lots of cash with them on their holidays.

TASK 2
INTRODUCTION
Consumer behaviour is the study of the individual or group of person in order to purchase
the goods and avail the services from the market. The current report is based on the Hilton Hotel.
This report will outline the stages of the consumer decision-making journey and mapping a path
to purchasing product or service. Further this report will outline that how marketers are
responding to the decision-making process and at last this report will outline the compare and
contrast the key differences of hospitality decision-making process in context of B2C and B2B
and different approaches to market research and methods of research used for understanding the
decision-making process.
MAIN BODY
Examining the stages of the consumer Decision-making journey and mapping a path to purchase
product or service of the organization
Consumer Decision-making process refers to the process which makes the consumer to
identify their basic needs, collect the information and evaluate the alternatives and choose the
best alternative (Santos and Gonçalves, 2021). The stages of the consumer Decision making
journey are as follows:
1. Need Recognition- This stage occurs when the customer determines their wants
and needs. The customers think like that they are missing something and they
need to address this problem to map a path to their problem (Schamp, Heitmann
and Katzenstein, 2019). In this stage the consumer become aware themselves that
they have need for that particular product or service. As the consumer want
holiday they will need the best hospitality in order spend their and enjoy their
holidays.
2. Search for information- In this stage the consumer search for that product or
service which they have a need. The consumer will collect the information
regarding the different hospitality according to its taste and preference. It will
gather the information related to the cost, view availability of services and
products in order to map a path to choose the best hospitality. The customer will
also check the physical location or can search on the google about the

organization. It will also check the reviews and feedbacks regarding that
hospitality while gathering the information.
3. Evaluating the alternatives: In this stage of consumer-decision-making journey
the person will evaluate their perspective according to their wants and preferences
(Maggioni and et.al., 2019). Alternatives must focus on these factors like low
prices, additional benefits, availability of products and services, view from the
rooms of the hospitality. The consumer will evaluate the alternatives in order to
choose the best hotel. It will evaluate the hotel according to the per room cost,
services and products availability, food safety and safety regarding the pandemic.
The consumer needs and wants turns into the action and it's the time for the
consumer to select the organization. As the Hilton is the best hospitality it must
choose this organization in order to enjoy their holidays.
4. Choose the best alternative or Purchase Decision: During this stage of the process,
the consumer will decide where and what they have to buy from the market. The
consumer must check the best alternative before choosing the alternative. The
consumer will select the organization after checking the alternatives in order to
make their holidays best. As the chosen organization is Hilton the managers of the
organization must focus on these stages in order to make the customer to choose
their hospitality. They must give their customers good services which makes them
to visit again.
Evaluating that how marketers are responding to the decision-making process applying relevant
examples
Decision-making process is process of making the decision in order to buy or avail
services from the market (
The consumer decision journey, 2021). The marketers have different
respond to the decision-making process which makes them know that what they have to do in
order attract the customers towards their products and services by which they can increase their
firm's revenue (Pop and et.al., 2021). The decision-making process from the marketer view is:
Need Recognition- It is the first step of the decision-making process in which the
marketer make himself know about for what he has to collect the information. This includes the
needs and preferences of the customers in the market. The marketer will search for the needs and
wants of the customers that what products and services the customers are preferring mostly. For

example, the marketer of the Hilton will have the need recognition for their customers in order
make their organization best by focusing on the taste and preference of the people.
Collect the information- The second step is to search and collect the information about
the taste and preferences of the people by the marketers. After developing the need and want the
marketer will search the information about the different alternative selection which will satisfy
the needs of their customers (Mishra, Singh and Koles, 2021). The external research of the
information is very important for the marketers of the organization to know about the changing
taste and preferences of the people in the market. For example, the marketer will collect the
information from the market in order to make the organization to have all types of products and
services for their customers.
Evaluate the alternative- In the third step of the decision-making process the marketer
will evaluate the different needs and wants of the people in the market. This makes them to know
which is the most preferable products and services accepted by the people in the market. For
example, they will evaluate the alternatives related to the most preferred things that the
customers want from the organization.
Choose the best alternative- In the last step the marketer will choose the best alternative
to enhance the productivity and efficiency of their organization (Valos and et.al., 2017). This
makes the marketers of the organization to know what the exact changes they have to do in their
organization in order to attract the customers. For example, if most of the customers are eating
healthy and diet food than the organization must make this type of food for their guest visiting
the hotel.
Comparing Key Differences of Decision-making Process in B2B and B2C in Hilton Hotels
Basis B2B in Decision-making B2C in Decision-making
Definition In Business-to-Business,
company provides services or
products to another firm for
mutual benefits.
Business-to-Consumer is a
process where selling and
purchasing of goods or
services is directly between
company to their consumers.
Decision-making Process The decision-making process
in business-to-business is
In business-to-consumers,
the company makes

Basis B2B in Decision-making B2C in Decision-making
rather complex as there are
multiple parties between the
actual sellers and consumers
(D’Andrea, and et.al, 2019).
Negotiation is also very likely
in this process as both parties
will only look at their benefits.
decisions on the basis of their
target audience, and drive for
the actual feedback. There
are many steps included in
this process, from need
recognition to follow-up on
consumer feedbacks.
Hotel Hilton deals more in
this type of decision-making
process.
Sales Process The sales process is
relationship-driven and the
cycle of sales tends of be
longer and complex.
The sales cycle tends to be
shorter and buying process
tends to be only single step.
Benefit B2B gives opportunities to
reach new markets and even
within the market they can
reach new buyers and allows
brand reputations. For
example, if Hilton decides to
tap into new country with the
strategy of collaboration with
other firm in order to create
new customer base.
There are many benefits for
business-to-consumer
decision-making as they can
have increase accessibility
for consumers, they can do
personalization, and can
directly communicate with
the consumers which can
create better customer-
company relationship
(Klimecka-Tatar, 2018). It
also cost less and business
administrations are rather
easier.
Drawback The cost of operations in B2B The biggest disadvantage of

Basis B2B in Decision-making B2C in Decision-making
is higher than B2C which can
increase the prices for
consumers. Although the new
market is accessible it is
difficult to get a larger one
which limit the expansion.
And the long sales cycle
increases time and decreases
effectiveness.
business -to-consumer model
is that there is very
competition in the market.
Even for Hilton a large
hospitality organization gets
affected by increasing
competition in the market
that gives more options to
potential consumers and can
rise the switching
proposition.
Different approaches to market research and methods used for understanding the Decision-
making process
Different approaches to market research and methods used to understand the decision-
making process are as follows:
Primary research- Primary research is the method of doing research by the marketers in
order to collect data directly rather than taking the data from the previous research done. It is
taken to solve the problems faced by the organization in the competitive market (Hole and
Snehal, 2019). The data is more valuable as it is the correct information collected by the
marketer themselves. The organization can collect the information and data from the various
sources like:
1. Online surveys: Online surveys are very easy and convenient which can be sent
on the emails or can be fill online (Stylos and et.al., 2021). This survey can be
handheld by the devices like I pads, smartphones, computer etc. This makes the
marketer to know about the reviews and information from the customers in the
market.
2. Focus groups: This is very popular technique used to do the market research
which is used to collect the data from the small group of individuals. In this,

experts are gathered in order to do the research and improve in order to
understand the decision-making process.
3.
Observations: In this primary research method, there is not face-to-face or direct
interactions between the researcher and the consumer (López-Bonilla and López-
Bonilla, 2021). The person doing research is used to observe the customers that
what products and services they are preferred more and then they used in their
organization which makes the customers attracts to visit their hotel.
Secondary research: It is the summary and collection of the already collected data by the
third person. It is the cost-effective and popular method used by the organization in order to
search in the market (
Secondary Research- Definition, Methods and Examples, 2021). The
marketer used to collect the information from the following sources which are as follows:
1. Data available on the internet: It is one of the most popular ways of collecting the
secondary information from the internet. The information is already available on
the internet and can be taken without any permission. The researcher has to pay
nothing while taking the information from the internet. Different websites are
available on the internet which provides the information to the organization which
they needed. The organization can take information from the internet in order to
make their organization as the best organization in the market. The data taking
from the internet must be accurate and reliable which makes the organization to
know more about their customers.
2.
Reviews and feedbacks: By checking the reviews and feedbacks of different
hospitality the organization can make changes in their organization (Parteca and
et.al.,2020). Hilton can check the feedbacks of their customers also which helps
them to know what changes they have to do in their organization in order to
attract the customers.
Coherent and justified evaluation of the different factors influencing hospitality decision-
making process and buying behaviour
There are different factors which influence the hospitality decision-making process and
buying behaviour. The decision-making process involves the following steps which are need
recognition, search the information, evaluate the alternatives and choose the best alternatives.

For example, Hilton and other hotels must take care of the different factors like social, cultural,
psychological and personal factors.
Critically evaluating that how marketer can influence different stages
The marketers have the great influence on the different stages of the decision-making
process. This process involves the different need recognition, search the information, evaluate
the alternatives and choose the best alternatives. The marketers of the organization must focus on
this process in order fulfil the requirements of the customers.
Critically evaluating the application of appropriate theories influencing and impact on
hospitality
The organization uses the different methods of doing the market research which are
primary ans secondary research. The researcher can do the market research by using the primary
method by which they can collect the correct information from the market. The organization also
collect the information through secondary source which is using the internet or taking the
feedbacks.
CONCLUSION
From the above study it is summarized the stages of the consumer decision-making
journey and mapping a path to purchasing product or service. Further this report has described
that how marketers are responding to the decision-making process and at last this report has
evaluated the comparison and contrast the key differences of hospitality decision-making process
in context of B2C and B2B and different approaches to market research and methods of research
used for understanding the decision-making process in the hospitality sector.

REFERENCES
Books and Journals
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hospitality industry in India. African Journal of Hospitality, Tourism and Leisure. 8(3).
pp.1-11.
Klimecka-Tatar, D., 2018. Contemporary quality management model of professional services in
B2C and B2B systems cooperation.
Stankeviciene, J; Skvarciany, V; Jureviciene, D;
Miecinskiene. A. pp.371-380.
López-Bonilla, J. M. and López-Bonilla, L. M., 2021. Leading disciplines in tourism and
hospitality research: A bibliometric analysis in Spain. Current issues in tourism. 24(13).
pp.1880-1896.
Maggioni, I. and et.al., 2019. Shopping for well-being: The role of consumer decision-making
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Mishra, R., Singh, R. K. and Koles, B., 2021. Consumer decision‐making in Omnichannel
retailing: Literature review and future research agenda. International Journal of
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Parteca, M. and et.al.,2020. Employee Skill Demand in Hospitality Industry: Seasonal vrs Non-
Seasonal Tourist Destinations.
Cactus Tourism Journal. 2(2). pp.28-35.
Pop, R. A. and et.al., 2021. The impact of social media influencers on travel decisions: The role
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Santos, S. and Gonçalves, H. M., 2021. The consumer decision journey: A literature review of
the foundational models and theories and a future perspective. Technological
Forecasting and Social Change. 173. p.121117.
Schamp, C., Heitmann, M. and Katzenstein, R., 2019. Consideration of ethical attributes along
the consumer decision-making journey. Journal of the Academy of Marketing Science.
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Stylos, N. and et.al., 2021. Beyond smart systems adoption: Enabling diffusion and assimilation
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Valos, M. J. and et.al., 2017. Integrating social media within an integrated marketing
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Online
Secondary Research- Definition, Methods and Examples. 2021. [Online]. Available through:
<https://www.questionpro.com/blog/secondary-research/>The consumer decision journey. 2021. [Online]. Available through:
<https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-
consumer-decision-journey>