Factors influencing behaviour and attitudes of consumer in hospitality industry

Hospitality
Consumer behaviour
and insight

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

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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