Factors influencing behaviour and attitudes of consumer in hospitality industry

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This report examines factors influencing behaviour and attitudes of hospitality consumers in the hospitality industry. It also demonstrates the ability of marketers to map the purchase path and evaluates appropriate research forms.

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Hospitality
Consumer behaviour
and insight

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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Factors influencing behaviour and attitudes of consumer.....................................................1
P2. Ways in which consumer trends are changing because of digital technology impacts.........2
M1. Analysis of the ways factors are influencing behaviour of consumer and changing
attitudes........................................................................................................................................3
D1. Critical analyses of emerging trends and attitudes................................................................3
TASK 2............................................................................................................................................3
P3. Stages within journey of consumer decision making............................................................3
P4. Importance of marketers to map path....................................................................................6
M2. Evaluation of the ways marketers responds towards decision making procedures..............7
TASK 3............................................................................................................................................7
P5. B2B and B2C.........................................................................................................................7
P6. Market research approaches..................................................................................................9
M3. Coherent and justification of ways distinct factors influences decision making as well as
buying behaviour.......................................................................................................................10
TASK 4..........................................................................................................................................10
P7. Ways marketers influences stages of hospitality decision making process.........................10
M4. Evaluation of ways marketers influences each stages within decision making process in
relevance with applied models or methods................................................................................11
D2. Evaluation of appropriate theories and models influencing as well as impacting on
hospitality decision making procedures.....................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Consumer behaviour is a marketing concept that is used by organisations for studying the
ways in which groups of people, businesses addition to individuals purchase, interact and sells
products or services in the large market (Dredge and Gyimóthy, 2017). With the concept of
consumer behaviour addition to insight, companies makes predictions about how customers will
purchase or consume commodities that are offered at marketplace. To develop deep knowledge
about the concept, Travelodge is selected. It is one of the private entity operating in hospitality
sector throughout United Kingdom and comprises uncountable hotel chains around its native
nation. The report examines factors influencing behaviour and attitudes of hospitality consumers.
It also demonstrate ability of marketers to map purchase path. In addition, appropriate research
forms are also evaluated in this report. At last, the report also evaluates how marketers influences
phases of hospitality decision making procedures.
TASK 1
P1. Factors influencing behaviour and attitudes of consumer.
Consumer behaviour is a study that helps in identifying how an individual, group or
organisation make buying decision for product and service offered to them to satisfy their needs
and wants. It deals with various stages that a consumer goes through before purchasing a product
or service. Consumer behaviour is affected and influenced through various factors that are as
follows-
Culture: It plays important role in determine consumers behaviour as it leads to
generation of belief among humans. An individual learns the set of values, perception, behaviour
and preferences at a very early stage of childhood specially from family and friends and that
becomes grounds during development stage. Travelodge while serving to its consumer must
consider culture of majority of its consumers. This will help hotel in providing services as per
taste and preference of consumer and culture. Satisfying consumer's taste and preference helps in
attracting more and more consumers and business objectives will be achieved (Gibson and
Parkman, 2018).
Sub Culture: A sub-culture is a group of people that differentiates itself form the parent
culture to which it belongs. In this culture some qualities of parent culture is present and changes
takes place by adopting norms and values on their own regarding cultural, political and sexual
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matters. Travelodge organisation needs to consider changes adopted through sub-culture so that
services in hotel can be developed as per taste and preference of targeted consumer group.
Socio Culture: Social environment is surrounded by several people who have different
buying behaviours. Since all the individuals are part of social environment their buying
behaviour is influenced through society. Social factors such as family, reference groups and roles
and status. Marketing group of Travelodge identify targeted consumers and their reference group
this will help in identifying taste and preference to targeted group. Consumers when provided
with their desired preference will help Travelodge in getting more satisfied consumer group.
Personal: Personality of an individual influences the types and brands of products
purchased. Personality and self-concept are reflected in the lifestyle of an individuals.
Travelodge while providing serving it its consumer must examine personal choice of its targeted
consumer group.
Psychological: Motivation, perception, learning and experience, attitude and beliefs are
the four psychological factors that influences consumers behaviour. Travelodge hotels while
providing services to consumer must consider targeted groups psychological needs to get more
satisfied consumers.
Challenges that are faced by Travelodge hotels of quality services delivery to its
consumers include change in taste and preference of consumers, targeting large consumer group
and emerging high amount of competition are termed as biggest challenges that are faced by
Travelodge hotels.
P2. Ways in which consumer trends are changing because of digital technology impacts
Digital technologies: These are electronic tools, systems, devices and resources that
helps to generate, store or process the data. More and more use of internet has enhanced
digitization all over the world and it has influences various sectors in the industry. Hotel services
are quite positively affected with usage of digital technology. As more and more bookings are
made online and consumers can have a look on the services provided by hotel. So digital
technology has become a factor that is influencing consumers trend in the hotel industry.
Digitization plays an important role in changing consumers behaviour and attitude. Following
are some common changes that are recorded by managers of Travelodge hotels through
introduction of technology-
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Decrease consumer attention: In today's scenario it is seen that availability of content
that is posted online for providing information is too much for an individual to consume
(Gbadamosi, 2017). This leads to decrease in the consumers attention for important information
that Travelodge hotels intended to provide its targeted group through technological means.
Merits: Consumers are ignoring negative comment for hotel to some extant.
Demerits: Important information that is important to be communicated to consumers is
not provided to them on time and leads to high mount of inconvenience.
The need of personalization: When interaction with individuals are done through piece
of content or software that leaves them with a feeling that their preference and interest were
taken into account. Need for personalization for communicating information is required to build
connection among individual and business houses like Travelodge hotels.
Merits: Appointment of experienced staff is not required for interaction and leads to
minimise operational cost of business.
Demerits: It will be difficult for Travelodge hotels to create personal relationships with
consumers.
The ease of access to information: In earlier time period consumers decision for buying
a product and service was influenced through news, advertisements and their past experience. In
the era of digital world consumers uses search engines to make research about the product and
then buying decision is taken.
Merits: All the information regarding amenities and services can be provided to any
corner of the world.
Demerits: When any comment creates wrong image of buisness then it can not be
changed for all.
Brand trust and liability: Days when consumers use to buy a product or service just
because their was no other alternatives were available. Due to emergence of technology
introduction of online businesses has resolved this issue and buying decision is based on brand
image and trust that is created by an organisation.
Merits: Availability of information and comments form real consumers make it easy to
establish good brand image.
Demerits: Still some people do not trust brand name by their online presence and
preference of consumers and it become difficult to attract them through online media.
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M1. Analysis of the ways factors are influencing behaviour of consumer and changing attitudes.
Consumers behaviour are influenced through culture, social, personal and psychological
factors. Changes that are taking place in the hospitality industry needs to be meet as per
consumers requirements. When a change in culture of society is noticed then eventually it will
affects consumers behaviour and new trend will develop in the hospitality industry. When
personal taste and preference changes then trend in demand of hospitality industry keeps on
changing and these changes must be meet to get satisfied consumers. Social and psychological
factors must be considered as personal perspective of an individual matters for preferring
services of one service provider over other.
D1. Critical analyses of emerging trends and attitudes
It is seen that emergence of technology plays very important role for changing trends in
the hospitality industry (Greer, 2015). Online booking of hotels is one of the best example that is
seen all over the world. Services that are provided in hospitality industry become simple as
bookings are made online by evaluating all the information regarding quality of services
mentioned online. Reviews for services are mentioned on the hotel website provides information
regarding personal experience of others and formed as the basis for evaluation of quality of
service provided. Electronic check-in through mobile phones leads to ease the process and
minimise the time taken at reception for check-in. Booking conformation details are provided
through message and mails and this has developed an easy system for consumers to receive
services.
TASK 2
P3. Stages within journey of consumer decision making.
Consumer decision making involves complex procedures that comprises activities
beginning from problem recognition till post purchase aspects. With such process, marketers
analyses how customer selects appropriate commodity out of distinct alternatives. The model of
hospitality consumer decision making is also popular as consumer purchase decision activity
which is used by audiences while buying any commodity or service from hospitality
organisation. For example, in order to provide accommodation services, marketing analysts of
Travelodge has designed new tour package. For this, analysis of distinct stages that are
connected with consumer decision making journey is done so that further operations can be
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performed properly (Consumer decision making. 2019.). Consumer decision making journey
involves following stages:
Need recognition: Consumer purchase process begins with problem as well as motive
recognition. Herein, individuals properly recognises needs about particular commodity or service
together with begins to identify key solutions. In context to Travelodge, individual recognises
need for staying in such hotel as well as purchasing appropriate accommodation package.
Search of information: When needs receives attention of consumers then people
becomes receptive about information which can resolve the problem addition to begins collecting
data for service and product that have chances to satisfy need. To acquire information,
consumers makes interactions with organisational members and colleagues together with opts
various sources to search and collect required information. For instance, Travelodge marketers
prepares attractive advertisements as well as prepares effective promotional strategies which can
deliver information regarding numerous facilities or services that are offered by them. It helps
customers to easily search information in context to their recognised needs.
Evaluation of alternatives: When information is gathered from numerous sources,
customers believes to evaluates benefits and shortfalls of certain alternatives so to create set of
choices in context to product attribute and service quality. In addition, they also compares
alternatives with other institutions regarding offered products, pricing together with quality of
services. When customers generates some sort of interest on certain facilities offered by
Travelodge, they compares accommodation facilities, days of stay, destination and holiday
package with numerous other hospitality institutions.
Pre purchase stage: When customers have evaluated available alternatives then they
have wide options that helps them to read customer reviews, makes price comparison addition to
review information via visiting organisational websites or social media channels. With the
collection of essential information, customers are ready to make pre purchase decision where
they set their budget to execute further activities.
Purchase stage: When customers are satisfied with product or service that offers best
solution for needs then they makes actual purchase (Horner and Swarbrooke, 2016). Herein, they
makes product choices, decides appropriate amount addition to time of purchase for availing
services. For instance, clients of Travelodge at such stage makes booking for accommodation
packages by making payments in advance for the service they will be using in coming duration.
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Receive stage: Herein, customers of Travelodge receives accommodation facilities
addition to enjoy them at fullest so to satisfy the recognised needs. The management authorities
of the institution caters all the facilities that they promised to provide while promoting services
or offers. Customers gains valuable satisfaction from the purchased accommodating packages.
Post purchase stage: It is also said to after sales service in which customers shares
gained experience with organisational management. Customers of Travelodge, provides
feedbacks either through mails or posts on organisational official website about the received
satisfaction after fulfilling their needs from the received services. The feedbacks further benefits
managers to take effective measures to modify the services that fails to satisfy client's needs.
Consumer decision making levels.
In context to hospitality industry, some levels of consumer decision-making are as
described:
Routine problem solving: With this level, consumers make quick decisions as they have
low involvement with organisational services and selects any product that has potentiality to
satisfy basic needs. For instance, when customers of Travelodge have planned immediate
vacation, then they makes quick decision about travel packages.
Extensive problem solving: In this, consumers takes time to make decision as they gets
highly involved with company's offerings. The customers of Travelodge before making decision
critically evaluates associate costs of distinct services or packages.
Limited problem solving: At this level, potential clients of chosen entity performs
general research to collect information about trip or vocational packages so to make decisions in
limited time scale.
Economic Model:
Alfred Marshall was the profounder of the theory who said that consumers purchase
based on the offerings that give them most personal satisfaction. It is based on the hypotheses
that if markets provides products at low prices then the product sales will be higher, if substitute
of product are available then the sales will be more of substitute products and if consumer has
high income then sales will also be high (Hudson and Hudson, 2017). As per the model,
customers tries to maximise utility from commodities or services as per law related to
diminishing marginal utility. The marketers of Travelodge uses the model to understand the ways
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consumers maximises utility from the offerings of the company. They uses following basis of the
model:
Income effect: It states that when an individual has more income then they spends more
and purchases more. There are various customers of Travelodge who earns huge income and
hence makes more spendings for luxury facilities like spas and books sweet room packages.
Substitution effect: It states that when there are more substitutes available of a
commodity at cheaper prices then people prefers the substitutes more. In context to Travelodge,
few competitors are there who provides similar offerings at low rates which decreases sales of
packages of the company as customers shifts towards substitutes.
Price effect: It suggest that if product is available at less cost then customers purchases
products in more quantity. In relevance with Travelodge, the managers provides accommodation
and other facilities at less prices as customer expect than increases its sales volume.
Maslow's Model
The model was provided was Abraham Maslow. It includes following needs:
Physiological needs: Herein, marketers of Travelodge focuses on satisfying basic needs
of customers like shelter and food.
Safety needs: In this, needs of customers such as safety from danger are meet.
Travelodge managers ensures their customers that they will be provided safe facilities while
living in their hotel.
Belonging needs: The next need in which needs for love and acceptance of customers are
satisfied.
Esteem needs: Managers of Travelodge also provides various awards like most
enthusiastic traveller and many more that helps customers to gain recognition and satisfies their
such needs.
Self actualization need: Herein, all the needs are fulfilled that are associated with living
up for their potential. Travelodge managers provides various creative trips as demanded by
customers that fulfils their self actualization needs.
P4. Importance of marketers to map path
Mapping path comprises of certain actions that are followed by customers to make final
purchase decision. Mapping effective path is very crucial for purchasing existing commodities
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with distinct mediums through which consumers passes in given time duration so that they can
construct decision about purchasing specific product together with service.
Importance of mapping a path to purchase: For marketers of Travelodge, it is significant
to map accurate path for buying as well as understanding decision making by consumers so that
proper strategies can be framed to position the organisational commodities or services towards
specific people addition to targetted market. It further help marketers to set product prices,
designing product portfolio, analysing pertaining competition and increasing sales of offerings.
Further, mapping path also helps marketers to emphasise on purchase funnel phases. Mapping a
path helps business to gain insight into common customer pain points and helps in improving
performance so that consumers can have good experience. This is very much important in order
to complete a purchase. Administrators of respective entity should map path so that they can
understand various factors, minimise hurdles while improving brand image as well as carefully
monitor market situations. Distinct factors that influence decision making are as elaborated:
Marketing mix factors: Marketing mix is said to amalgamation of numerous elements
which are under the control of entity members as well as influences consumers to make their
decision about purchasing its commodities (Ogilvie and et.al, 2018). Marketing mix elements are
place, physical evidence, product, people, process, price and promotion. For example, at the time
of making final decision, consumers evaluates product brand, locations, promotional techniques,
service quality, prices and hence forth. It is essential for Travelodge marketers to collect details
related to consumer behaviour patterns in context to discounts, spendings addition to
promotional schemes so that future strategies can be framed that can influence their purchase
decision as well as increase organisational tourism package sales at huge level.
Technological factors: New technological innovations also results in influencing buying
decision of customers. Technologies in context to social media promotions, tailing, online
transactions as well as interactive personalised services are used by Travelodge marketers so to
connect targetted audiences with the entity brand. They presents all the associated information
about offerings in such attractive manner by using technologies as well as clarifies queries in
such manner that influences purchase decision of clients for the prevalent services.
Thus, for marketers of entity it is essential to map a path for purchasing addition to
understanding consumer decision making so that development priorities can be framed as well as
customers perception for distinct accommodation packages can be analysed properly. Further,
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mapping path also helps in setting benchmarks for promises as well as designing services that are
demands the most by consumers.
Travelodge organisation to map a path to purchase will make analysis regarding what
research is made by consumers. Then generate services as per their search and providing them
with the required services. After sales take feedback so that quality can be improved in future.
M2. Evaluation of the ways marketers responds towards decision making procedures.
Marketers of Travelodge usually responds on decision making procedures by analysing
stages within consumer decision making. Such stages helps marketers to find that specific
product or service will be purchased by consumers or not, formulating appropriate marketing
strategies and segmenting whole market (Li, Ma and Qu, 2017). On other hand, the consumer
decision making model do does not benefit in understanding interest of consumers properly as
consumers have limited involvements in certain purchase decisions. In addition, marketers
consumers more time and only depends on collected information that many times results
inaccurate predictions.
TASK 3
P5. B2B and B2C
Essential types of commercial transactions are said to B2B and B2C. B2B is said to
business to business which is one of the process to sell commodities by one entity to another.
B2C is termed to business to customers which is another process in which products are sold to
end consumers directly. Business supports both transaction systems but it is essential to
implement accurate system for customers.
Differences between B2C and B2B
Basis B2B B2C
Meaning The selling of services as well as
commodities takes place between
two business firms is defined to
Business to Business.
Transactions wherein one
entity sells commodities
to targetted consumers is
said to business to
customers.
Decision making procedure B2B decision making involves B2C decision making
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complex procedures. It starts with
problem recognising, organising
information, identifying choices,
evaluation of choices, assessing
information, selecting specific
derivative, application of decision
and ends with monitoring of
decision (Ramkissoon, 2018) .
involves simple
procedures. The
procedure begins with
need identification,
searching information,
identifying alternatives,
requesting, selecting final
decision and making
payments.
Market size decision In B2B, marketers of any entity
divides broad market size in terms
of travellers needs, length of stay,
income basis addition to living
styles. For example, marketing
analysts targets other businesses
earning annual revenue between $
1500000 to $ 3800000 with
numerous travelling requirement.
With B2C, management
team targets general
public in terms of their
travelling demands, usage
options and lifestyle. For
example, marketers
catches conscientiousness
of people having income
level between $ 80000 to
120000 have huge
tourism demands.
Other than differences, there are various similarities within B2B and B2C such as both
the concepts are used to increase business sales, attracting large market and satisfying needs of
others. Both concepts are used to develop communication with more people. In addition both
works to offer diverse services in the market so to attract large customer base towards the
Travleodge facilities in order to gain huge revenues. Decision making in B2B and B2C are done
to enhance the values of business. In context to Travelodge, B2C and B2B concept are followed
so to offer services to end number of targets.
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P6. Market research approaches
Market research is said to collection of data about entities or individuals and further
analysing it for developing insights about the needs or demands associated with group of people.
In other words, marketing research is defined to application of scientific techniques to gather,
record addition to analysing facts about problems and generating solutions for same. It helps
entities to collect opinions together with feedbacks from audiences in context to their interest as
well as perceptions for aspects offered in market (Rather and Parray, 2018). While moving to
B2B process Travelodge needs to create awarness regarding its brand and services offered by
them. After that consideration will be provided on taste and preference of targeted consumers.
Consumers who need to be served are given preference as Travelodge will serve them with best
quality services as per their desire. Purchases will be made by consumers and after that loyalty
towards brand is created when consumers are satisfied with quality services. When business will
serve to consumer then their problem will be analysed and all the information collected will be
searched completely. All the alternatives will be evaluated and purchase decision is made. After
purcahse post purchase evaluation will be made to make it more profitable in future. Market
research approaches in context to B2B and B2C are discussed as:
Primary research: It is a research in which information is collected for the first time and
especially for a particular purpose. Through primary research new and fresh data is collected
which is more appropriate and accurate then before.
Merits: Information collected through primary research is done for a particular purpose
and justifies the purpose for which it is conducted.
Demerits: It is time consuming and involves expenses and some times manipulation can
be made in the data of research.
Secondary research: It is based on analysis and interpretation of information which is
already available in the market through internet and news publication. Data which is already
available researched and assessed for a particular purpose.
Merits: It is inexpensive as data was already available in the market.
Demerits: Information provided may be irrelevant as it is collected for some other
purpose.
B2B market research: It comprises certain procedures to generate information in
regards to market through surveying needs of other business units. The skill set required to
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conduct B2B research includes communication skills, analytics skills and handling interview
skills. In context to research methodology, quantitative research methods including experiment
research, correlation research and random sampling methods are used to select 100 respondent
organisations that has capability to represent entire population units. As it is impossible to
conduct interviews through face to face focus groups, tele dept interview plays important role to
collect information through widely spread entities. The pareto principle is applied more in B2B
research as to conduct research with 20% customers that are accountable for 80% profits. In
context to Travelodge, marketers uses such research approach so to conduct sample surveys for
understanding demanded services addition to new packages by other business firms. The
approach benefits in identifying and eliminating any threat that is unforeseen and can hinders
business success. At same time, conducting such research requires more time as various factors
are associated and it takes more time in carefully understanding each factors so to generate
results.
B2C market research: Such research approach is executed with customer assistance. In
this, enquiry about product or service is generated with proper planning so to sell maximum units
to customers (Rather and Itoo, 2018). Skill sets that are required to properly conduct such
research are interpretive skill addition to analyser skill. The sample size opted is usually larger
then other research. 500 respondents are selected from general audiences who are the
representatives of overall samples. Research methodology employed are qualitative research
methods such as Ethnographic research, Phenomenological research and non sampling method.
Tele dept interviews are significant as with this all the research mechanisms are conducted as
well as data are collected in professional manner. Travelodge marketers with such approach
focuses on data analysis through mathematical tools to collect required information. The
approach will help entity in smoothly performing activities to acknowledge consumer opinions
addition to devising strategies. At same time, it also adds additional costs on entity budgets that
further reduces profits margins.
In research method based on questioning direct interaction is made by businesses to its
consumers and set of questions required for research is asked. These questions provide all the
relevant information and as they are directly collected for targeted consumer group more
accurate decisions are made. When research is based on observation it leads to establishment
of a correlation where researcher obverses ongoing behaviour of targeted consumers. Through
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this requirements of consumers are analysed and they are provided with desired products and
services.
Thus, Travelodge managers should execute research activities with B2b as well as B2c
approaches at the time gathering information from business concerns as well as customers.
M3. Coherent and justification of ways distinct factors influences decision making as well as
buying behaviour.
In hospitality industry, there are certain factors such as personality, consumer perception
and self motivation which influences buying behaviour together with decision making. In context
to personality, Travelodge marketers emphasis on identifying demands as well as problems of
distinct personalities in market. People have distinct nature and are indecisive as they finds
difficulties in taking critical decisions (Sigala and Gretzel, 2017). With this, marketers delivers
commodities addition to services as per the needs that builds positive image in competitive
market. Other than this, self motivation is another factor which also influences buying behaviour.
Customers looks for particular product and searches information by contacting with
organisations. When they feel that they are getting favourable responses, they are encouraged to
make final purchase. For example, if customers wants to collect information about
accommodation packages and personnels of Travelodge reverts back on time then customers gets
motivated from the response they are getting back and vice versa.
Cultural factors affects decision making in the process of selection of a hotel services.
Travelodge organisation serves services that belongs to medium range and particularly
influenced through western culture and will influence more and more individuals. Society form
which targeted consumers are related influence to make buying decision as Travelodge hotels is
quite famous for its quality of services. Personal taste and preference of an individual influences
decision making. As when consumer wants to enjoy in luxury then high rated services will be
selected by them. Psychology of consumer which is developed through experience and acquired
knowledge will influence decision for selecting services of Travelodge. When consumer will feel
services worth the value paid then only it will be selected.
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TASK 4
P7. Ways marketers influences stages of hospitality decision making process.
Consumer learning is termed to series of actions that includes individual gaining that is
related to purchasing as well as consuming products with services and applies their experience in
coming behaviour. The marketing department of Travelodge can influence all the stages
associated with customer decision making procedure through following learning method:
At the first stage Travelodge organisation needs to influence consumers regarding their
problem and create a scenario which proves that requirements of consumers can be
satisfied by Travelodge hotels only.
To reach to new consumers several strategies are prepared by Travelodge organisation
which will help in identifying new consumer market where consumers are keen to buy
services offered to them.
Travelodge is serving with a motive to attract consumers of different range and for this
wide range of services are offered by them. Their are number of aulternatives available
on companies website and when any interested buyer visits to site they got attracted
towards services as per their taste and preference.
Through digitization reviews are provided on companies website and to influence
consumers while decision making process any negative comment are responded quickly
so that their satisfaction can be maximised.
Travelodge hotels needs to be on target right from the initial point till the conclusion for
sales are made so that they can influence decision making process of consumers.
The process of identifying number of services provided and evaluating these services on
the basis of value for money is made simple for consumers by Travelodge. When
marketers helps consumers to smooth-en process of selection then it leads to maximise
sales.
After consumers buying decision to assess performance of organisation Travelodge hotels
will evaluate decision making process so that changes can be made for betterment in
future.
All the negative comments will be considered so that in future consumers can be
influenced towards services which are more suitable to their preference. This will help to
boost sales of Travelodge hotels in near future.
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D2. Evaluation of appropriate theories and models influencing as well as impacting on
hospitality decision making procedures
In context to cognitive learning theory, it benefits Travelodge by improving
comprehension, devising problem solving skills, promoting learning and improves confidence
that results in influencing procedures of decision making in hospitality industry. In contrary,
these models lacks validity and lacks observing powers to motivate cognition that impacts on
decision making process in hospitality industry.
In behavioural learning theory, benefits the entity in learning behaviours of consumers in
distinct manner as well as applying same aspects to influence consumer decisions (Varkaris and
Neuhofer, 2017). In contrary, there are various open end challenges that are associated with such
theory which impacts decisions made by consumers in negative aspects.
CONCLUSION
The above discussion concludes that understanding nature of buyer is significant for
entities as major organisational decisions are dependent on such nature. Factors that plays
essential role in influencing behaviour and attitudes of consumer are Cultural factors, Social
factors, Personal factors as well as Psychological factors. Various ways that impacts on
consumer trends are Decrease consumer attention, need of personalization, ease of access with
information and Brand trust. Need recognition stage, information search stage, evaluation of
alternative stage, purchase stage, acquisition stage as well as post purchase stages are part of
decision making journey. Technological factors addition to marketing mix elements influences
decision making of clients in various aspects. Marketers by opting cognitive or behavioural
model can influence decision making stages within hospitality industry.
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