Hospitality Consumer Behaviour and Insight

This presentation explores the factors influencing consumer behaviour in the hospitality industry, including cultural, social, personal, and psychological factors. It also discusses how consumer trends are changing due to the impact of digital technology. The presentation further analyzes the impact of social, cultural, personal, and psychological factors on consumer behaviour in hospitality and critically examines emerging trends in consumer behaviour using specific examples from the hospitality industry.

Hospitality Consumer Behaviour
and Insight

Content page
Introduction
Investigate the different cultural, social, personal and psychological factor that influence
consumer behaviour and attitudes within a hospitality.
Explore how consumer trends are changing due to the impact of digital technology.
Undertake an analysis of how social, cultural, personal and psychological factor that influence
consumer behaviour and attitudes are changing the driving trends in hospitality.
Perform a critical analysis of the emerging trends in consumer behaviour and attitudes using
specific examples from the hospitality industry to support your arguments/presentation.
Conclusion
References

Introduction
Consumer behaviour refers to as studying customers attitude while
purchasing the goods and services from the market. It is essential to
study consumer behaviour so that firm can design goods accordingly.
By doing so set goals and objective of the firm is attained in the set
deadline (Altinay and Taheri, 2019). It is the most essential element
which need to be performed by management of the company in order to
raise productivity and profitability ratio.

Investigate different cultural, social, personal and psychological
factor that influence consumer behaviour and attitudes within a
hospitality
To grow the business on continuous basis it is essential to study consumer
behaviour effectively. Consumer behaviour refers to as studying
customers, buy, use, dispose idea and services in order to full-fill desire
needs and wants. Top level management of Hilton is scanning external
environment so that tactics can be framed accordingly in order to cope up
with the external factors prevailing in the open market place.

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Social factor: Customs, society economic status, family education, social taboos,
race, traditions, fashion beliefs etc. are some of the examples of social factor.
This directly influence consumer behaviour in hospitality context in both
positive and negative way.

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Cultural factor: It is a set of norms, values, beliefs, traditions and ideologies of a
society or group of people. Cultural factor greatly influence the consumer
behaviour in hospitality sector . The factors of culture are differentiated in
three parts which are:

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Personal factor: This is another factor which is affecting consumer behaviour in
positive and negative way. In hospitality context disposable income, age
group, occupation and so on of the customer matters a lot. People having good
amount of income source has high degree of purchasing power.

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Psychological factor: Depression, stress, hostility, hopelessness etc. are
psychological factor. It directly influence the purchasing behaviour of the
client in positive and negative manner. In hospitality context all the basic
needs of the customers should be full-filled so that consumer can be retained
for longer time period(Bharwani and Jauhari, 2017)

Explore how consumer trends are changing due to the impact of digital
technology.
Consumer trends are changing due to the impact of digital technology are explained below:
 The ease of access to information: In the earlier days customers made their purchasing
decision on the basis of past experience, news, advertisements etc. but now the trend has
changed they are more dependent on search engines . They go throw them and make the
buying decision accordingly.

Undertake an analysis of how social, cultural, personal and psychological
factor that influence consumer behaviour and attitudes are changing the
driving trends in hospitality.
In hospitality social, cultural, personal and psychological factor are influencing consumer
behaviour in positive and negative manner. All this factor make the mind set of the customers
to purchase the product. Along, with attitudes are changing the driving trends in hospitality as
their expectation level is raising day by day through globalization. Consumer behaviour pays a
vital role at the time of purchasing the product from the market. All this factors push client to
buy the goods and utilize it in day to day activities. Attitudes are the core element in changing
the trends in hospitality industry. In-room dinning is mostly demanded by customers. So firm
frame tactics to full-fill their requirement to bind them for longer time duration.

Perform a critical analysis of the emerging trends in consumer behaviour
and attitudes using specific examples from the hospitality industry to
support your arguments/presentation.
The critical analysis of emerging trend in consumer behaviour are discussed below:
 The need for personalization: Digital technology has made business easy to access as
through internet it has become easy to sell product globally. In the past days people crave
connection with pieces of content , person etc. in order to assure them that their feeling are
taken into account. Example: In hospitality industry through online booking every thing is
booked in advance from food to room. There is no requirement to build connections with
pieces of content etc. in order top sell the product. Images and content are also attracting
people to be the part of the service.

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Virtual companions: Today's client seek more of virtual companies while
travelling. They avoid talking to people setting next to them. Customers
accustomed to chatbots and digital assistant are looking to next
evolution of artificial intelligence. Hilton is trying to adopt this current
trends in their service to raise sales volume as compare to competitors
(Bhushan, 2019).

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New workforce: In the ear of hectic schedule growing cohort of
professionals are turning travelling as their main priority by changing
into digital nomads. Hilton is investigating ways to implement this
current trends of customers in their services in order to build loyal client
over the years.

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Magic point -of -sales: By using this tool traveller remain engage with
browse product, establishments, test and purchase in innovative new
ways. Hilton is studying the need and demand of the customers for this
current trend and accordingly will be implementing trend in their
service.

Conclusion
From the above it can be concluded that there are numerous factors which are
affecting consumer behaviour. By scanning the factor firm is able to frame
tactics in order to cope with the issues which is emerging in open market
place. Factors plays a significant role in influencing consumer purchasing
behaviour in positive and negative way.

References
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.
Bharwani, S. and Jauhari, V., 2017. An exploratory study of competencies
required to cocreate memorable customer experiences in the hospitality
industry. In Hospitality Marketing and Consumer Behavior (pp. 159-185).
Apple Academic Press.
Bhushan, S., 2019. Design thinking in hospitality education and research.
Worldwide Hospitality and Tourism Themes.

Thank You