Hospitality Consumer Behaviour and Insight

This report explores consumer behavior and insights in the hospitality industry, focusing on the decision-making process, customer mapping, and differences between B2B and B2C transactions. It also discusses market research approaches and consumer learning theories. The case study of Hotel Holiday Inn is used to provide practical examples.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 2............................................................................................................................................1
P3............................................................................................................................................1
P4............................................................................................................................................2
TASK 3............................................................................................................................................3
P5............................................................................................................................................3
P6............................................................................................................................................4
TASK 4............................................................................................................................................6
P7 ...........................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Consumer behaviour is define as the method of psychology which is affiliated with whole
emotion and will power of individuals towards particular goods or services. This consists
particular activities, decisions, experiences and other that satisfy the audiences needs (Murillo
and King2019). The chosen company for this report is Holiday INN which is British owned
American hotel brand having headquarters is in Denham, UK. The topic which is covers in this
report are journey of customers decision-making's phases, mapping a path and key differences
among procedures of decision making in respect of B2B and B2C. Moreover, many approaches
to market research as well as methods are described. Apart from this, evaluation related to
marketer influences many decision formulating phases are discussed in this report.
TASK 2
P3
Customer decision making methods is regarded as a model that provides assistances to
states that how audiences are formulating their buying decisions. Mainly, its nature is non linear
which means that overlapping each other unnecessary decisions. Moreover, it is considered as an
economic activities that satisfy the users as its demands are accomplished. This is also known as
customers buying decision making procedures that includes 5 stages. All the steps are discussed
below:
 Needs recognition: Herein, the needs of users prevailing at marketplace are observed.
Thus, it is vital for all hospitality entities to ascertain its buyer requirements that assists
them in attaining it in efficacious way at specific period and invent an appropriate
strategies of marketing.
 Information research: This is regarded as the other step that mainly concern about
accumulating information in respect of audiences choices and preferences available into
market areas. Thus, hospitality sector firms like Holiday Inn and others gather
information through utilising few sources such as public sources and many more.
 Evaluation of alternatives: Herein, the targets which is observed within previous phase
are assessing in respect of its characteristics into a bids for getting negative as well as
affirmative outcomes related to service, products and others. This stages is very essential
for opting effectual alternatives.
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 Product or services preferences: In this stages, users make decision regarding what to
purchase as well as from which places. Herein, they exactly buy those goods or avail
services that is needed for them. The needs of audiences are influenced through
advertisement, promotions and many more. Thus, hospitality sector have to facilitates
attractive facilitates for availing that.
 Outcomes: It is regarded as the last step of customers decision-making methods in which
users can able to examine, assessed the product or service satisfaction level. In case
services which are formed are accomplishing the clients desires then it become the loyal
users. Thus, hospitality firm such as Holiday Inn have provide higher satisfaction level to
audiences efficaciously (Consumer decision-making process, 2019).
Customer map:
Hospitality entities are very much concentrated about facilitating higher satisfaction from
audiences as a results of rendering standard quality of services. Therefore, this is crucial for them
to map a way in order to explained the procedures of customers mapping. Pre purchase: This is affiliated with determination of hotel which can be render to needs
regarding its arrangements such as dinner, party and others. Purchase: Proper investigation is conducted related to the number of hospitality firms to
find out the best hotels among those. Receive: This is associated with the receipts of services that are focused towards the
holiday packages. This is considered as effective aspects to retain audiences for long
time.
 Post purchase: This is affiliated with rendering assistance to audiences to assess services
that opposes the desired standards, it renders aids in developing decisions regarding it is
effective to comply similar methods again or not.
P4
At present times, there are maximisation into competitiveness which drives towards
impacting the audiences decision taking regarding their products or services and brands. The
attitudes of users is generally dynamic into nature in which its preferences, tastes and many more
are modifying as per that. In respect to Hospitality industry, there is huge competition level that
impact their enterprise profit and productivity (Olya, Bagheri and Tümer, 2019). Thus,
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hospitality entities like Holiday Inn have to observe the situation of market for reducing risk to
obtain higher position. Some reasons are explained below:
 Technology influence: It is considered as an aspects that aids to enhance competition as
well as market share. For example: Holiday Inn have to adapt advanced technology in
their hotel which will assists them to increase their profitability as well as share of
market. It can utilised technology for performing promotion such as web promotion and
others to enhance the base of customers.
Apart from above, there are few models which helps to facilitate direction to marketers
for mapping out a path to buy products or service and know about the development of customers
decisions into hospitality industry which are explained below: Emotional view model: It is essential for hospitality firm like Holiday Inn to examine its
targeted clients emotional view in efficacious manner so that desired gaols can be
attained in appropriate way.
 Economic view model: When audiences buy goods or use services before that they do
proper examination of several brand prices as well as choose effective one. Thus,
marketer have to charged a reasonable price for its services from users.
TASK 3
P5
For an organisation there are majorly two kinds of commercial transactions for satisfying
the consumers needs and wants in proper manner. B2B (Business to business) which stands the
business entities that straight away sell the goods to the other business units (Altinay and
Taheri, 2019). On other hand in B2C (Business to customers) in which companies sell the goods
and services to consumers y using the various mediators that helps to reach at ultimate consumer.
There are some crucial differences in the B2B and B2C commercial transactions are as follows:
Basis of difference B2B B2C
Decision of purchasing In respective kind of business
it is very much potential to
analyse the consumer taste and
preferences to remain always
competitive in business
In respective form of business
consumer plays very much
important role as they judge
the company products and
services. So they not possess
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environment. In context of
Hotel holiday inn they analyse
or evaluate the no. of factors
before framing services for
their consumers such as
attitude of consumers,
competitors strategy, demand,
pricing in market and many
more for serving them in best
style. So in respective form of
business it proved very
beneficial to analyse or
examine preferences of
consumers by collecting
adequate knowledge and
information in building
appropriate products and
services.
the adequate time and
resources to perform the
business activities in better
form. In it buyers directly buy
products from business units
(Bhushan, 2019 ).
Decision related to market
size
In Hotel holiday inn they
bifurcate or segment the
market on basis of the income
group of people, living
standard and purchasing
capacity of them. By using
small units they reach at large
no. of consumers positively.
In respective kind of business
entity they able to grab the
large market share by giving or
rendering services. It helps in
gaining attention of large no.
of people for gaining
sustainability of market.
P6
Sustainability and gaining profitability is foremost goal of an organisation, for that it is
very important to collect necessary knowledge and information regarding consumer taste and
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preferences to remain competitive in marketplace for Both B2B and B2C market (Hassanien
and Dale, 2019).
Market research approach in B2B:
In respective kind of commercial transaction the information and knowledge accumulated
by using already available data and information that known as secondary source of information.
 Public records: In context of Hotel holiday inn by using the public records that are
easily available to acknowledge the consumer taste and preferences, pricing of products,
government regulations and many more that helps in decision-making (Ivanov and
Webster, 2019).
 Government and non government agencies: By collecting knowledge and information
from the respective agencies as their working methods, pricing strategies and rules so that
they can also develop such kind of abilities in their own business too. So observing and
evaluating the data of government and non government agencies helps to organisation in
crucial kind of decision-making.
Market research approach in B2C:
Marketers for accumulating validate knowledge and information uses the primary sources
such as questionnaire, personal interview, observation and many more.
 Questionnaire is one of most important kind of tool for collecting the knowledge and
information that helps to organisation in enhancing the consumer experience by offering
products as per their desire (Kustos and et.al ., 2019. ). In context of Hotel holiday inn
by conducting questionnaire they can be able to accumulate the information regarding
preferences of consumers.
 Personal interview is also one of most well method in which knowledge and information
should be collected related to industry.
Approaches of consumer learning:
To understand the consumer behaviour marketers commonly uses two kinds of
approaches that are behavioural and cognitive that helps to serve consumers in best manner.
Behavioural learning theory is not of much process oriented rather it focus on the inputs and
outputs that exposed to the resultant behaviour (Mariani, Borghi and Kazakov, 2019).
Respective tool helps to organisation in order to access the consumer responses by exchanging
inputs and outputs.
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On other hand cognitive learning theory takes place resulting of consumer thinking. It
focus on the role of mental process of an individual rather than the repetition and association of
rewards with stimuli. It rely on phenomenon of processing of information and way of restoration
of it.
TASK 4
P7
For all kinds of businesses in hospitality industry, consumer considered as an very
important part of the organisation that is sole factor contributes in organisational profitability and
sustainability in marketplace (Min, So and Jeong, 2019.). It is very crucial for an organisation
to conduct research and development to understand the requirements of consumers so that they
can serve them in better manner. In today's competitive world hotel industry faces rapid changes
so it is very essential to analyse and adopt accordingly the products and services in order to
better serve the consumers (Murillo and King, 2019).
Example:
In context of Hotel holiday inn they dealing in hotel industry as they provide kinds of
services under one roof in order to enhance the consumer experiences in positive manner. Such
as they provide the transportation, restaurant and stay services, tour packages which serve as
B2B commercial transactions. On other hand while they tends to provide services to customers
by consolidating packages with help of social media to enlarge business opportunities which is
part of B2C commercial transaction.
CONCLUSION
From the above report it has been concluded that every administration it is very much
potential to analyse demand of customers as they become demanding. It is very much critical for
business to examine the customers decision-making map in order to reach them in appropriate
time with suitable kind of resources so that they can take appropriate decision for gaining
sustainability of market. With the help of mapping path of consumers firm can be able to
segment their consumers for providing appropriate goods and services to them which contributes
towards enhancing their level of experience and motivation.
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REFERENCES
Books and journal
Altinay, L. and Taheri, B., 2019. Emerging themes and theories in the sharing economy: a
critical note for hospitality and tourism. International Journal of Contemporary
Hospitality Management. 31(1). pp.180-193.
Bhushan, S., 2019. Design thinking in hospitality education and research. Worldwide Hospitality
and Tourism Themes.
Hassanien, A. and Dale, C., 2019. Hospitality business development. Routledge.
Ivanov, S. and Webster, C. eds., 2019. Robots, Artificial Intelligence and Service Automation in
Travel, Tourism and Hospitality.
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.
Mariani, M.M., Borghi, M. and Kazakov, S., 2019. The role of language in the online evaluation
of hospitality service encounters: An empirical study. International Journal of
Hospitality Management. 78. pp.50-58.
Min, S., So, K.K.F. and Jeong, M., 2019. Consumer adoption of the Uber mobile application:
Insights from diffusion of innovation theory and technology acceptance model. Journal
of Travel & Tourism Marketing. 36(7). pp.770-783.
Murillo, E. and King, C., 2019. Why do employees respond to hospitality talent
management. International Journal of Contemporary Hospitality Management.
Olya, H.G., Bagheri, P. and Tümer, M., 2019. Decoding behavioural responses of green hotel
guests: A deeper insight into the application of the theory of planned
behaviour. International Journal of Contemporary Hospitality Management.
Online
Consumer decision-making process. 2019. [Online]. Available through:<https://research-
methodology.net/consumer-decision-making-process-a-detailed-analysis/>
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