Hospitality Consumer Behaviour and Insight

This article discusses the impact of different factors on consumer behaviour in the hospitality industry. It covers the evaluation process of buyers and how marketers are responding to it. The article also compares and evaluates the differences between B2B and B2C. The case study of Four Seasons hotel is used to demonstrate the capacity to guide for buying in this sector. The article is relevant for students studying hospitality management and marketing.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................4
1. Different aspects that impact buyers decision............................................................................4
Different factors that affect customers actions in hospitality context:..................................4
Impact of innovation on frequent change of trends:...............................................................5
Analyses on how circumstance control buyers attitude towards changing trends :...............6
Evaluation on rising trends in customers attitude through illustration from hospitality sector: 6
2. Demonstration of the capacity to guide for buying in this sector:...............................................7
Process of buyers evaluation on building trip to purchasing for Four Seasons hotel:..........7
Importance to give direction for buying and evaluating customer choice for the marketers 7
Detailed the way in which marketers are responding to the process of decision making. ...8
3. Comparison and differences in evaluating B2B and B2C...........................................................9
Explain the various ways to market survey and types of survey in evaluating the process of
managing..............................................................................................................................10
Assess various factors impacting hospitality decision-making and buying attitude............10
4. Assess marketers impacting various stages of hospitality decision-making processes giving
certain hospitality instances..................................................................................................10
Critically evaluate how marketers can influence each stage of the decision-making process
with reference to relevant methods and models applied. ....................................................11
Critically evaluate the application of appropriate theories, concepts and models that influence
and impact upon the hospitality decision- making process, supported by specific hospitality
examples and contexts..........................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCE.................................................................................................................................13

INTRODUCTION
Hospitality is basically an industry which has the responsibility of attracting their
customers through providing food services and accommodations. It thus involves the hotels and
resorts within it and is a part of the tour to the travellers. Main aim of hospitality is to provide
the consumers with the products and services that they desire. The consumer behaviour in
hospitality business affects how a guest chooses the hotel or restaurant where they want to stay
and have a relaxing time. Quality services and facilities define how a consumer gets satisfied and
how their loyalty remains to the hotel. The Hotel chosen for this project is Four Seasons which is
a international hotel that opened its first hotel in the year 1961. It is a Canada based brand
operating since 60 years to redefine luxury for the travellers. It has more than 100 hotels and
resorts on a global level. This plan will cover in detail different aspects that makes impact on
hospitality of buyer's nature ,affect on equipment of buyers need, the process of buyers decision
making, the various aspects to market survey and how the vendors influence these process of
hospitality consumer analysis.(Mal and O'Sullivan, 2021).
TASK
1. Different aspects that impact buyers decision.
Different factors that affect customers actions in hospitality context:
 Cultural Factors- These factors are very essential because they determine the behaviour
of a consumer. It is basically the area which affects the human wants. An individual's
liking, values, perception and behaviour are all affected by the cultural factor. It gives
rise to the formation of social class in society wherein the classes affect the choice of a
consumer when they go out and try any hotel or restaurant. Cultural factors give rise to
the formation of ideologies when a person belongs to a particular community which
affects the buying behaviour. When people belong to a certain community they make the
selection of the hotel based on what their values and perceptions say about the features of
a hotel(Skallerud and Wien, 2019) .
 Social Factors- These basically refer to the family and social and reference groups which
affect the buying behaviour of the consumer. They influence the consumer's attitude
towards a product or service. The interaction of an individual with the family, friends and

co-workers helps them to select and make choice in the case of hotels and restaurants
based on their previous experiences with any hospitality business. These factors which
necessarily includes family, friends, co-workers, peer groups form an indispensable part
of the consumer behaviour and attitude. It also includes the factors when humans try to
imitate other people to be socially accepted like trying out a restaurant which a friend
went to, etc(Ting and et. al., 2019).
 Personal Factors- These factors influence the buying behaviour of the consumer because
they differ from person to person which gives rise to different perceptions. It includes the
age, income, occupation and lifestyle of an individual. The buying choices of person
differ based on their age like youth travellers are keen on trying out new and luxurious
hotels whereas those who are elderly prefer a hotel that they have already tried before.
Personal income and occupation also plays a major role because of the purchasing power
that a consumer gets where they spend more on luxurious hotel if they earn more. Based
on the lifestyle also consumer decide a place of accommodation for themselves.
 Psychological factors- The major determinant of the behaviour and attitude of a consumer
is their psychology. These factors are very powerful in influencing the consumer
behaviour towards choosing any hotel or restaurant. Thus, these include motivation,
perception, learning and beliefs. The Psychological interpretation of any advertisement or
from the experience of another consumer, motivates an individual towards trying out a
hotel because of its unique services that it offers(Chauhan and Shah, 2020).
Impact of innovation on frequent change of trends:
The needs as well as requirements of a buyer are changing due to the digital technology's
growing use which is leading towards changing trends in consumer behaviour.
 The major segment of consumer today is the young generation which are keen on making
different choices in hospitality. They utilize technology to do online bookings rather than
doing things manually like checking any hotel, their accommodation facilities online and
then booking them rather than doing it physically by going at a place.
 These millennials give timely feedback on what they like and what they do not like when
they have tried a new product or services in the market. They turn to social media handles
like twitter, Facebook, zomato, etc. to give their reviews.

 Online travel agencies are preferred by the consumers like Make my trip, Trip advisor,
etc. through their websites consumers decide on where to go and which hotel to try out.
Clear information about the rates of a hotel, their services, etc. are provided on the
websites.
 Consumers now check out the online advertisements like video ads, digital posters which
highlight the features of a hotel and attract consumers so that they decide their most
desired choice among them(Perez-Cueto, 2020)).
Analyses on how circumstance control buyers attitude towards changing trends :
Various factors that are impacting buyers decision which is driving trends in hospitality
are like Mobile Check-in facilities where guests can use their mobiles as a key to the hotel
room. Hotel now design menus based on the food preference of consumers because of their
values. They do so by doing market research which has become essential for each hotel.
Hospitality industry is now relying on data analytics to understand how much time is spent by
the consumers on the website and what do they search on it because personal choices of each
individual differs which has made it a trend to have this analysis. Hotels design their packages
based on the different psychology of people so they have special packages for travellers, for
couples, family, etc (Happ and et. al., 2020)8.
Evaluation on rising trends in customers attitude through illustration from hospitality sector:
The recent trends in consumer behaviour with respect to hospitality are
 Use of Chat bots which provide assistance 24/7 through which the consumers can get
information on all their queries. But it is also difficult to use it all time. Also because of
the emerging trend of the artificial intelligence the consumers can have a maximum
visitors experiences.
 The other is of the aspect of being health conscious as nowadays the customers are more
driven towards the consumption of healthy foods options. Thus the involvement of this
option can lead the hospitality section on the path of success (Quach and Lee, 2021).

2. Demonstration of the capacity to guide for buying in this sector:
Process of buyers evaluation on building trip to purchasing for Four Seasons hotel:
Stage 1- Problem Recognition- In this stage a buyer or customer recognizes the problem of
making a choice among the different hotels available to them when they decide of travelling to a
place. The customer must recognize the Four Seasons hotel as the one which can satisfy their
needs and desires so that they choose it among the choices they have.
Stage 2- Information Search- The major sources of information for a customer are their family,
friends, websites, advertisements. The customers buying depends on the analyses of the different
information that they receive from these sources which are considered the external factors which
have the influence on the decision making. Customers when they hear about Four Seasons hotel
from their family or friends and when they hear and read about it from the ads that are placed
then their search for information gets completed (van den, Berg and et. al., 2019) .
Stage 3- Evaluation of Alternatives- The choice of hotel for a consumers depends when different
alternatives are analysed by them like location, price, atmosphere, approachability, etc. of a
hotel. For a consumer to shortlist the Four Seasons hotel it should satisfy their needs and desires
by providing best quality services.
Stage 4- Purchase Decision- The customers decision to choose a particular hotel totally depends
on what it has to offer to its customers, what are its unique features that make it different from
the other hotel. Based on these the customers makes the decision of going for Four Seasons
Hotel.
Stage 5- Post Purchase Behaviour- It includes that the customer must be satisfied with its
purchase of the Hotel. So that they recommend it to others as well. Because if they get
disappointed it will affect customer retention for the hotel.
Importance to give direction for buying and evaluating customer choice for the marketers
Seller is said to be one who are responsible for the products as well as the facilities of the
management. Further as the customers are considered as the centre of attraction hence they
always lies on the target of the management. Therefore it is very much required to understand the
significance of the behaviour of the visitors and similarly for the consumers as well as they
should know that what are the number of factors which can make an impact on their process of

decision making(Russo Spena, D’Auria and Bifulco, 2021). One can move forward with the five
stage process of decision making. So accordingly the hospitality section must put efforts to
overcome the said issues. Moreover, there lies various reasons because of which it is required on
the part of management to map a process of decision making which are as follows-
 this helps in ascertaining the ways which has been used by the customers at the time of
researching.
 By knowing the expectations of the customers the management can accordingly
formulate the services as per the their demands.
 With the help of this aspect the hotel management in efficient ways can acquire their
aims and objectives.
 This measure aids both the management as well as their customers as with the help of this
the desires and requirement of the respective customers can be easily ascertained.
 This also aids in formulating the more effective tactics which further helps in attaining
the objectives of the management.
Moreover from the above details it can be easily determined that there lies the need of
ascertaining the way of decision making of the visitors by the management of the hospitality
section. Moreover, the mapping of visitors desires and wishes is the one major way by which this
particular section can acquire their aims and targets(Kamenidou, Stavrianea and Bara, 2020)
Detailed the way in which marketers are responding to the process of decision making.
The section of hospitality must find out similarly must take certain measures with respect
to the requirements of their potential visitors. This measure to the great extent aids in achieving
the desired targets and aims of the business of hospitality. Also with the help- of this particular
measure the said services of this section can be enhanced and modified as per the preferences
and tastes of the targeted customers. Such as for example, it is always desired on the part of
customers to have a option of effective qualitative package while having a lesser cost to it.
Moreover, the management of the hospitality section, can be able to achieve the targets while
conducting the effective market research further with the help of which the section can determine
the procedure of the visitors decision making and also their respective aspects which plays a role
in choosing the desired hotel.

3. Comparison and differences in evaluating B2B and B2C.
With respect to the process of decision making in the se4ction of hospitality there lies the
number of differences between B2B and B2C. In the model of buyer to consumer the targeted
people are mainly the visitors whereas in the buyer to buyer model the management and the
accounts are the referenced customers. For example, the said hotel of four seasons of the
country manages its facilities and the services of the various packages while dealing in an more
effectual manner. The evaluating different stages of the B2C and B2B are as follows-
Basis B2C B2B
Marketing
approach
Here with respect to the said
approach, it will be reasoned by
the management as per their
services
Here the approach is carried out in
accordance of the management as
per their relation section.
Decision rationale In this the made decisions are
more inclined towards the aspect
of emotionality of the customers
and expected visitors.
The made decision in the model of
buyer to buyer are more of a
coherent nature.
Customers types The the concerned individuals and
the social units are considered as
the targeted visitors.
In B2B method, all the types of
individual body and firm nearly
address familiar to the
administration section.
Evaluating Decisions which are choosen by
visitors in relation to evaluation
making process.
The lower number of staff faculty
taking their decisions or they are
the decision makers in an effective
way.
Buying This ascertains the buying of the
concerned favour which are of
reduce costs , prices or are lower
term of number.
Costs of the favours are very much
high in comparison to that of buyer
to consumer method.
arrayhe five stages Respective array will continue In this method the array will keep

and this plays a
very crucial role in
identifying the
buying power by
which they ca
even after the few days. on going among few months.
Explain the various ways to market survey and types of survey in evaluating the process of
managing.
Mainly two major types of ways in which research with respect to the hotel management
can be carried out which are the secondary research and the primary research. Both of which
plays a crucial role for the part of management in order to attain the data and informations
regarding the various aspects of the market. Therefore, it is very much require on the part of the
management of the hotel to have the research for the purpose of knowing the decision making
process of the visitors(Suki and Salleh, 2018). Moreover, the primary and secondary research
comprises of the listening of the social media, summaries, specified interviews, field trials and
number of experiments, public fields data and observations where all the said measures of the of
methods of research will be conducted with supportable terms in order to know the behaviour an
process of decision making of the customers. Moreover, the more suitable and upgraded data and
information are being provided by the method of primary research. Each management requires
the collection of data for the effective management. Further the data which has been gathered
and collected must be of the relevant nature in order to contribute the process. Also it has been
ascertained that the data which has been accumulate by the means of primary research is not of
inexpensive rather it is more time consuming. Whereas the secondary research proposes the
information from the sources of published books, newspapers and journals. As compared to that
of the primary research it is more time saving and less expensive.
Assess various factors impacting hospitality decision-making and buying attitude
There lies the number of aspects which effects the decision making process as well as the
buying behaviour of the visitors with respect to the hospitality. For example, lacking cultural
factor which can impact towards the process involved in decision making of customer while
choosing hotel packages.

4. Assess marketers impacting various stages of hospitality decision-making processes giving
certain hospitality instances
With respect to the success and growth of Four Seasons, they need the customers who
get influenced by the diverse sections of the process of decision making. Further must also know
their purchasing behaviour as it helps in formulating the effective marketing plan in accordance
of the requirements of the visitors. The process of the decision making with respect to the
hospitality comprises of the five stages to it which is as follows-
 in the very first stage which is of the problem recognition the management should
determine the preferences of the visitors and also must try to resolve the concerns.
 At second stage the management with the help of intrinsic search must promote the
selling to the visitors in order to them know about the said services.
 At third stage the alternative evaluation is required to be done.
 In this stage the efforts are made to influence the decision making of the customers while
stating certain advantages of it.
 The last stage is of the evaluation of the post purchase in which the management of the
hotel makes an attempt to offer certain sale facilities (Lo and et. al., 2020).
Discuss how marketers can influenced the each and every stage of the process of decision
making with reference in relation to methods and models applied.
From the above discussion it has been identified that that the management of the hotel
plays a very important role in the changing the decision of the visitors and development of the
process. The process of managing the consumer decision making includes the five stages and this
plays a very crucial role in identifying the buying power by which they can effectively make the
marketing plan that influence the customers to buy the different services of hotel. It is very
important for the hotel management to measure all five stages of the consumer decision making.
Critically evaluate the application of appropriate theories, concepts and models that influence
and impact upon the hospitality decision- making process, supported by specific hospitality
examples and contexts.
By succeeding the proper consumer behaviour through the theories concept and model
make a huge impact on the decision making of the hospitality industry for purchasing and
utilizing the services accordingly (Dabija, Postelnicu and Dinu, 2018).

CONCLUSION
From the following report it can be summarised that the hospitality sector in order to
operate their management on consistent basis evaluated with the major term of choices. It also
understood in the customers decision process which may be essentially evaluated by the hotel
management in the hospitality industry. It assist them to understand their attitude and make their
offerings in accordance to their consumers. As there are several elements which will influence on
to their decisions in accordance of price and other elements as well.

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