This presentation explores the various factors that influence consumer behaviour in the hospitality industry, including culture, social, personal, and psychological factors. It also discusses the changing customer trends due to digital technology and its impact on the industry. The case study focuses on Cosmos Holidays, a UK-based travel company.
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Hospitality Consumer behaviour and Insight
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Table of Content •Introduction. ●Different culture, social, personal and psychological factors influence customer behaviour. ●Changing of customer trends due Digital Technological. ●Analyse how culture social, personal, and psychological factors that influence consumer behaviour. ●Conclusion. ●References.
The description of hospitality is relationship between visitor and host, where host receive, greet to guest while receiving them along with their goodwill involving reception and entertainment of guests. It is a broad category of field within services industry that involves lodging, beverages and food items etc. Apart from it, Consumer behaviour is form of study as individual, group or organisation where all the activities associated utilised for goods and services. As in this following report the organisation selected Cosmos Holidays, its a British Independent United kingdom based offers different range of package holidays in overall UK market. Introduction
Consumer behaviour is type of psychological process where it related with emotion of customer. In hospitality sector, consumer usually depends upon on tangible services from luxury hotels, resorts, tourism andhospitals (Aydin., 2020). In perspective of Cosmos Holidays, they provide various packages of travelling around the globe where their product are in form combo or packages for travel related to fulfil client's expectation. As there are certain important factor which it create impact on consumer behaviour such as elaborated are: Different culture, social, personal and psychological factors influence customer behaviour.
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Culture:It is more important cause for identifying customer behaviour by assessing needs and wants of their behaviour (Cheng and et. al., 2019). This is most intense influence where consumer get impacted through buyer, sub culture and social culture. As in Cosmos Holidays, their management team also refers to provide their packages on the basis of their culture by mentioning some of the point: Continue….
●Social class:Through every form of society that attracted in form of social class where marketer buys because of their buying behaviour of people which is provided through socialclassassimilar.ByofferingtheproducttocustomerCosmosHolidays determines the background of individual such as wealth, occupation, education and other factor to mapped consumer behaviour. ●Roles and Status: Every person creates its roles and status on the basis of society in which they stable such as clubs, groups, organisation etc which he belongs. As Cosmos Holidays, they also target customer who plays two different roles by that company offers product as per the status. Continue….
Personal Factor:According to this factor it create impact to the consumer behaviour. There are some factor which consider by Cosmos Holidays while approaching people to present their product and services. They high determine people's occupation, standard of livingandpersonalattributes(Dann,TeubnerandWeinhardt,2019).Agehasplay important aspect in consumer buying behaviour as in company usually examine about their product on the basis of customer age pattern. Cosmos Holidays, provides their service offer to those potential customer who are above age of 20- 25. Psychological factor: This factor is derives on basis of four factor which affect to customer buying behaviour in four factors that helps to Cosmos Holidays.Four elements plays a vital role to proper describes psychological factor such as Motivation, Perception, learning and Experience along with Attitude. Motivation helps to influence towards achieving goals and objectives. Perception can be mapped through people's point of view to having image as well as positive and negative thinking for product and services. Continue….
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There are some customer trends which get impact due to digital technology that driven by hospitality. As per this section is explained within the situation of Cosmos Holidays as they faces many implication while not get proper interaction. â—ŹCustomer interaction reduces: There are manyresourceswhichoptimised through advanced technology in terms of mobiles phones, laptops, computer digitalsystemhasreplacedoffline culture of customer interaction. Changing of customer trends due Digital Technological.
Online services: These services are actively provided through online application which is setting benchmark by technology for customer benefits, but this through facilities hospitality company get suffers as they fail to approach customers (Del Chiappa, Gallarza and Dall'Aglio., 2018). Cosmos Holidays, their hospitality team owns services in offline and online to retain as much as customer. Continue….
Chatbox: The advantages of Chatbox somehow helps to company for enhancing digital trend in hospitality industry where it makes engage to customer as they shares their experiences, suggestion or feedbacks related to the services. This services is implemented by Cosmos Holiday, as their motive for more improvement in quality of services where they fulfil customer's requirements. By implies this digital technology of online Chatbox through Cosmos Holiday's customer get more benefit to provides their suggestion and references that helps to grow business. Continue….
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Social Media build repo management: Somehow social media helps to grow goodwill of company towards society as well as market. It support to create awareness about company related product and services which helps to connect more and more customer through online marketing promotion. Another positive outcome of digital technology where Cosmos Holidays company get benefited to attain people from social media platform by presenting prospect to getting analyse customer reaction as well as behaviour which need require of improvement. Continue….
As four main element of consumer behaviour is assess through different sources such as culture where behaviour and attitude of customer defines on the basis their background, religion, rituals and other ethic correspondence. Social factors are buying behaviour rectify through role and status, family other references that follows tradition for approaching products in such a manner by consulting. Personal factor derives through age and life cycle or occupation which understands about how individual customer can buy product through its affordability way. Due to changing of digital technology helps to intergerate customer by customised their way of buying product and services through online services, e-business. Above all evaluation is designed for Cosmos Holiday company benefits to how they can effectively reach their customer for make them experience product and services. Analyse how culture, social, personal and psychological factor that influence consumer behaviour
From above report hospitality consumer behaviour and insight as come for conclude that different factor of culture, social, personal and psychological influence to consumer behaviour in terms of taste, preferences and choices which indicates towards hospitality context. Influences which driven through digital technology which implies it effect to changing trends of customer in terms of social media, mobiles, internet and e-commerce business. Customer changing their behaviour and attitude on the basis of social, culture and personal aspect as per accordingly. The resulting which generated outcomes by approaching formal decision making at the time of buying products and services through from customer in terms of quality, quantity related. Conclusion
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From above report hospitality consumer behaviour and insight as come for conclude that different factor of culture, social, personal and psychological influence to consumer behaviour in terms of taste, preferences and choices which indicates towards hospitality context. Influences which driven through digital technology which implies it effect to changing trends of customer in terms of social media, mobiles, internet and e-commerce business. Customer changing their behaviour and attitude on the basis of social, culture and personal aspect as per accordingly. The resulting which generated outcomes by approaching formal decision making at the time of buying products and services through from customer in terms of quality, quantity related. Conclusion
Aydin,G.,2020.Socialmediaengagementandorganicpost effectiveness: A roadmap for increasing the effectiveness of social mediauseinhospitalityindustry.JournalofHospitality Marketing & Management.29(1). pp.1-21. Cheng and et. al., 2019. An investigation on online reviews in sharing economydrivenhospitalityplatforms:Aviewpointoftrust. Tourism Management,71, pp.366-377. References
Dann, D., Teubner, T. and Weinhardt, C., 2019. Poster child and guinea pig–insights from a structured literature review on Airbnb. International Journal of Contemporary Hospitality Management. DelChiappa,G.,Gallarza,M.G.andDall'Aglio,S.,2018.A relativistic value-based approach to interpreting e-rating and e- complainingbehaviourinthehospitalitysector.European Journal of Tourism Research.18.pp.13-32. References
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