Hospitality Consumer Behaviour and Insight

This presentation explores the factors influencing consumer behaviour in the hospitality industry and provides insights on how marketers can influence the decision-making process. It discusses the impact of digital technology and emerging consumer trends, as well as the different stages of consumer decision-making. The presentation also highlights the role of culture, opinion leaders, and digital audience research in understanding and influencing consumer behaviour.

Hospitality Consumer Behaviour
and Insight

Table of Contents
Intorduction
Main Body
Conclusion
Refrences

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.

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.

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.,

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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.

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. 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.

Emerging consumer trends which affects the Hospitality
industry -
From last two decades the hospitality industry is going through
the tremendous changes. There are various emerging trends in
this industry which affects the consumers are – Social networks
and different website that can be trip advisor had a wide effect
on the buying behaviour of consumer. It has created
transparency within the customers and quality of services has
been improved which is provided by the companies under
hospitality industry

Demonstrating the ability for mapping a path to purchase
in hospitality context including decision-making
process -
Define consumer decision-making -
The decision-making of consumer involves the customer for identifying needs
and wants, collecting information, evaluation of alternative and then the
buying decision is being made.
Model of hospitality consumer decision-making -
The hospitality consumer decision-making model involves five stage model
that initially proposed by Cox. It is common model for the decision-making
process which includes the decision-making at five stage. The stages consist
of the need or problem recognition, information searching, comparison of
alternative purchase and evaluation of post-purchase. This model clearly
illustrate and explains that how a customer can form decision for buying the
product and services.

Value of forming path for purchasing –
Journey of consumer decision-making involves-
Recognition of problem or need – The first stage involves recognition
of the wants and needs that what product and services is going to
be spruced and for what reason and the product selection is on the
basis of the want, preference and taste etc.,
Searching information- the other stage is searching the complete
information about the product and service. This can be easily done
with the help of internet as the complete information of any
product and service can easily available at the internet.

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Comparing alternatives – While getting the complete information about the product
and service the individual can go through various alternative for the product and
service on the internet then the appropriate alternative must be selected by
compared so that the best alternative can be selected.
Purchase Decision- It is the stage where purchase decision is to be taken after
evaluation of product and services and then the final chosen product is considered
for purchasing and thus final de scion is been taken.
Post-purchase evaluation- It is the final stage of consumer decision-making process
it vital as, it affects future decision-making process of consumer for similar
products. This includes the purchase of products and services for consumers.

Different levels of hospitality consumer decision-making, limited problem-
solving, extensive problem-solving and routine response behaviour -
Extensive Problem-solving- At this level consumers are highly involved in
good and services & evaluation of product is done on the basis of their
establishment criteria which fulfils the needs and demands of consumers.
Limited Problem-solving- General searching is to be conducted by customer
for good and services which satisfy the general criteria of product and
services from selected group of brand.
Routine Problem-solving- In this stage involvement of customer is very less in
consumer decision-making. The brand and product can be selected which
fulfils the needs and demand of company.

Four views of hospitality consumer's decision-making that are -
Economic- It states that consumer is rational individual so
rational decision is being taken by the customer. Various
product comparison, evaluation of their advantages and
disadvantages & after that developing a decision for
purchasing the product and services on the basis of
information which is being collected.
Passive-This view state that the customer can take decision
according to promotional efforts which are taken by
marketers and responding to the advertisement and
appeals of sales which are offered by them. It is opposite of
economic model.

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Emotional- This assumes that all customers are emotional and can
instantly act upon the sentiments while taking the purchase
decision. When a consumer related themselves with the product it
is the most impulsive purchase is being taken by customer for
buying the product.
Cognitive – It is the best model from other four models of consumer
decision-making as it assumes that consumer take decision on
their own understanding and their interest in purchasing the
product rather than to rational efforts which are made by
marketers for promoting the product and services

Factors which influence decision-making -
Influence of heuristics on decision-making- It is the mental
shortcut which renders individual for making judgement and
solving problems quickly and efficiently.
The influence of different elements of the marketing mix on
decision-making- The various elements of marketing mix
directly influence decision-making of consumers. These
elements are Price, Product, Place and Promotion which have
influenced the decision-making of the consumer.
The influence of new technologies -The online shopping and
transaction recently had a major effect decision-making of
customer and attracts more & more consumers towards them.

Evaluation of the forms of research which are appropriate in order to
influence over the hospitality in the process of making decision.
Difference in B2C and B2B in process of decision-making
B2B
There is a commercial purpose in B2B for selling the product and
services to the other business. It generally happens from whole
seller to retailers. It includes large amount of investment of time and
money. In order to make B2B decision the following things are:
Low spending and low importance of strategic formation, which
involves low focus on the customer which is doing low spending and
more focus towards the customer who is purchasing more. The
strategic formation is complex then the B2C business. B2B focuses
on selling large quantities or quantities in bulk at lower prices.

B2C
The sale made is not rational and impulse, it involves short
term process and decision-making is done under the B2C is
as follows. Not as complex as B2B. Low spending high
importance, as it is individual based which means each
customer is important. Focuses on selling small quantities at
higher price.

Difference between the research of the market between
B2B and B2C
B2B
The market size is small so it is necessary to collect data
which is in enough about the detail of the customers and also
needed to verify the data in order to achieve better results.
B2C
The mixed research methodology is best suited for the B2C
business. There is a large geographical disperse in the B2C
business. Decision-making process influence.

Influence over personality
Consumers with different personality will like the
products as per their personality. If there are more
products and services than it means that there are
more choices for the products and services for the
customers this will directly influence decision-making.
Influence due to motivation
also plays a important role in which the customers
are attracted by trends prevailing in the market. The
customers get motivated by the fashion and then
invest in the company.

Measures used in learning of customers
The dual goal should include share in the
market and customers which are loyal. Market
share is provided by the customers which are
loyal. A large unit of the loyal purchasers is
gained by the large share in the market.
Promotional budget is more focused towards
teaching the customers that the brand is good
and can be trusted for the investment and
purchase.

Evaluating how marketers influence various stages of hospitality
consumer decision-making process -
Influence of culture and sub-culture on consumer behavior
The culture and sub culture affects the purchasing behavior of
customers and impact it up to the great extent. Culture is the
interpretation of society's character which involves knowledge and
language etc., This affects consumer decision behavior which can be
high status of consumer generally can spend the hue amount of
money in traveling and exploring for which the lavish hotel is book
which provides them top class services

Role of opinion leaders
The opinion leader have a major role in influencing the buying
decision and behavior of individual. These leaders can
encourage the individual with their word of mouth and conveys
their thought and opinion regarding the product and services. In
this industry the main opinion leaders are friends, relatives,
travel agents as well as celebrities. Each of them is helpful in
attracting the customer in the different ways. The friends and
relatives communicate with customers and share their thoughts
regarding peculiar hotel, restaurant or destination

Understanding of buyer behavior for influencing decision-
making process-
It is very important for marketers to understand the buying behavior
of consumers which is helpful for fulfilling the needs and demands
of the consumers. The process of decision-making includes a series
of different steps in which consumer firstly identify need for peculiar
product. Then after the complete information is being gained by the
consumer from different sources. After the information is collected
then the comparison of product is done and then finally purchase
decision is being done for purchasing the product and services.

Use of digital audience research developments for understanding
and influencing behaviour of the consumer -
Digital audience is also referred as target audience which ca be used
by the marketers for product and services. It is the group of people
which is targets by company for selling their products and services.
Wide range of digital technologies are used by the company for
understanding the behaviour of consumer and influence them.
Marriott hotel uses the online survey for knowing the purchasing
behaviour of their targeted consumers. With the help of these they
can avail to the needs and wants which are wanted by consumer
from the hotel and on where they are lacking.

CONCLUSION
From the above study it is concluded that the consumer behaviour
and insight plays a major role in the hospitality industry. The
consumer behaviour is helpful for company for knowing the needs
and wants of the consumer so that they can go through that and
develop their product and services according to that. So wide range
of consumer can be attracted to the hotel which is helpful for them in
satisfying the consumer with the high quality services and rendering
the best services to the customers. This all directly implicit the profit
and revenue of these companies, and they can raise their profit by
knowing the behaviour of consumers and develop their policies and
strategies according to that. The consumer decision-making plays a
major role in raising the company's profit.

REFERENCES
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Chan, E.S. and Hsu, C.H., 2016. Environmental management research in
hospitality. International Journal of Contemporary Hospitality Management.
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Chathoth, P.K and et.al., 2016. Co-creation and higher order customer engagement
in hospitality and tourism services: A critical review. International Journal of
Contemporary Hospitality Management. 28(2). pp.222-245.
Gao, Y.L., Mattila, A.S. and Lee, S., 2016. A meta-analysis of behavioral intentions
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Thank You