Hospitality Consumer Behaviour and Insight

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Examining the factors which influence hospitality consumer behaviour and attitudes -............3
LO2..................................................................................................................................................5
Demonstrating the ability for mapping a path to purchase in hospitality context including
decision-making process -............................................................................................................5
LO3..................................................................................................................................................7
Evaluation of the forms of research which are appropriate in order to influence over the
hospitality in the process of making decision..................................................................................7
LO4..................................................................................................................................................9
Evaluating how marketers influence various stages of hospitality consumer decision-making
process - ......................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality Consumer Behaviour Insight is the rendering several trends in behaviour of
individual which aims for raising effectiveness of the goods and services across the hospitality
industry to their customers.
Marriott hotel & resort is the Marriott International flagship brand of full service hotel
and resorts. It is also listed in the Forbes for the best company to work with. There are 567 hotels
and resort operating under this brand. The report includes the determination of different factors
which affect he hospitality consumer behaviour and attitudes. The report further carried forward
with the demonstration of ability for mapping path for purchase in hospitality context including
decision-making process. Evaluation of appropriate forms of research for understanding affects
on the hospitality consumer decision-making process. The report ends with how marketers
influence different stages of hospitality for consume decision-making process.
LO1
Examining the factors which influence hospitality consumer behaviour and attitudes -
Define consumer behaviour -
It is the study of how individual organizations, consumer or group purchase, select, use or
dispose the product and services, different ideas for satisfying wants and needs of customers.
This is the referred as the action of consumer aiming the marketplace and underlay the motives
for these actions (Martin, Rosenbaum and Ham, 2015).
Various factors which influence consumer behaviour -
There are several factors which affecting the behaviour of the consumers are as follows -
Cultural-
It is stated that an individual learn from the set of values, perception, beliefs and
behaviours at the early life stage of the childhood. This can be learned from the parents, teachers,
family member's and the various key institution which all are surrounded by the individual
during the growth stage. So the cultural behaviour is being from where he or she belongs to. The
cultural factors can be- Social class, culture, subculture etc.,
Social-
Individual resides in the social environment where they are surrounded by different
people who have various buying behaviour (Litvin, Goldsmith and Pan, 2018). The purchase

behaviour of the consumer is affected by this factor to a great extent. Some of these factors are
role, family, status or reference group etc.,
Personal-
There are several factors which influence the individual to personal for making a decision
of purchasing the product and services. Some are age, income, lifestyle and occupation etc.,
Psychological-
The individual psychology plays a major role in the consumer's preference which can be
dislike or like for the specific product and services. Most of these can be motivation, perception,
belief and attitudes and learning.
Challenges of quality services delivered to meet consumer expectations -
Selling product and services to the consumer and meeting the neds and demands of the
consumer is not such easy. For this it needs, wisdom, patience and sharp intellectual for
satisfying and navigating the customer's and fulfilling the needs and wants of consumers. The
several challenges which are being faced by the Marriott hotel is serving multiple customer at
same time on the regular basis. In this situation each and every customer must be treated widely
and satisfactory services are being served to them (Mariani and et.al., 2018). Sometime there are
many situations which is being faced by the Marriott that they couldn't understand the needs and
demands of visitors and quick response is needed by customer which is the major challenge
faced by them. Many times customers are being angry and rude which is always faced by the
individual who tackle the customer service department in the hotel. It could also be happened
that there is no solution provide to the visitors.
Impact of digital technology on changing consumer behaviour and attitudes -
Digital technology has affected the buying behaviour of consumer's in many ways.
Millions of posts, blogs and videos which surfs on internet which attracts the wide range of
consumers and also affects the buying behaviour of consumer and changing experience of them
(Gursoy, 2018). So Marriott hotel should create their website and online promotion effective so
that it is helpful in raising the sales of their services with the help of personalized experience for
customers. As nowadays 74% of consumers feel frustrated with useless ads, promotions and
offers which appears on website. This is helpful in attracting the wide range of consumers to the
hotel and experience the services which is rendered by them.