Hospitality Consumer Behaviours and Insight

This presentation consists of assessment of factors influencing consumer behaviour in hospitality sector.

HOSPITALITY CONSUMER
BEHAVIOURS AND INSIGHT

TABLE OF CONTENT
• Introduction
• Factors which affect behavior of consumers
• Impact of digital technology on changing consumer trends
• References

Consumer behaviour refers to study of consumers,
business organisations their way of selecting as well as
using the products and services. This study is highly
related with psychology, behaviour and instigations.
This presentation consists of assessment of factors
influencing consumer behaviour in hospitality sector.
INTRODUCTION

Consumer behaviour refers to study of consumers, business organisations their way of
selecting as well as using the products and services. This study is highly related with
psychology, behaviour and instigations.
FACTORS WHICH AFFECT BEHAVIOR OF
CONSUMERS

There are various factors in the environment that are responsible for influencing the
behaviour of consumer. They are discussed as under: -
• Cultural factors- It includes all the factors like social class, sub-culture and culture.
These all plays an important role in affecting and determining the purchasing behaviour
of individuals.
• Social factors- In this environment the population possesses social class. Income and
other factors such as business and education of individual elaborates this factor in group
of customers.
CONTINUE…..

• Personal factors- It is one of the most important factor which impacts consumer
behaviour.
• Psychological factors- It consists of motivation, individual perception, learning &
experience, attitudes, beliefs, etc. Motivation activates the internal requirements of
consumer.
CONTINUE…..

Challenges in delivering quality service to satisfy consumer expectations
• Understanding expectations of customers- It is the most difficult task and requires
complete understanding of changing consumer expectations. Henceforth, Marriott Hotels
International Ltd adopts the strategy of communicating with customers regularly.
• Exceeding expectations of customer- Meeting the expectations of customer is not
enough in this modern era as they are influenced by competitors.
CONTINUE…..

Consumer behaviour is highly influenced and motivated by change in trends of society.
Digital technology increases the expectations of customers and make them more selective in
the industry. The impact of this technology on Marriott Hotels International Ltd can be
clearly understood as under: -
• Change in customer behaviour- Customers who prefers to book services online
frequently visits online portals to access information and buy service. Increasing use of
digital marketing by businesses has increased the content posted online. Lot of subject
matter on product discourages customer's attention.
IMPACT OF DIGITAL TECHNOLOGY ON
CHANGING CONSUMER TRENDS

• Rise in customer's expectation- Digital technology has increased the functioning of
business activities on online platforms as it is quickest and cheaper.
• Increase in accessibility of information- Businesses make use of this technology to assist
customer in collecting the information about the products .
CONTINUE…..

Emerging consumer trends and their effect on hospitality industry: -
• Tech explosion- Consumers today have become self sufficient and tech-savvy and are
comfortable in utilising apps and websites on mobile.
• Increased importance of health and wellness- In this technology friendly environment,
customers became health conscious and therefore, they exert high emphasis on the
services which assures their well-being and controls health issues.
CONTINUE…..

• Howison, S., Finger, G. and Hauschka, C., 2015. Insights into the Web presence, online
marketing, and the use of social media by tourism operators in Dunedin, New Zealand.
Anatolia. 26(2). pp.269-283.
• Jauhari, V. ed., 2017. Hospitality Marketing and Consumer Behavior: Creating
Memorable Experiences. CRC Press.
• Lub, X. D. and et. al., 2016. The future of hotels: The Lifestyle Hub. A design-thinking
approach for developing future hospitality concepts. Journal of Vacation Marketing.
22(3) pp.249-264.
REFERENCES

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