Hospitality Consumer Behaviour and Insight

This report explores the different factors that influence consumer behaviour within the hospitality context, including culture, social, personal, and psychological factors. It also discusses the impact of digital technologies on customer trends and the stages of the customer decision-making journey. The report emphasizes the importance of mapping a pathway to acquisition in the hospitality sector and compares and contrasts the key differences between B2B and B2C hospitality decision-making.

Hospitality
Consumer behaviour
insight

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
Illustrate to investigate the different culture, social, personal and psycological factors that
influence consumer behaviour within hospitality context......................................................1
Discuss about the different customer trends that impact by digital technologies in hospitality
industry. .................................................................................................................................3
Task 2...............................................................................................................................................4
Examine the stages of the customer decision making journey and map to path purchasing of
given hospitality services.......................................................................................................4
Illustrate why it is important for marketers to map a path to purchase in the hospitality sector 5
Task 3...............................................................................................................................................6
Compare and contrast the key differences B2C and B2B. of the hospitality decision- making. 6
Evaluate the different approaches to market research and methods ......................................8
Task 4...............................................................................................................................................9
Evaluate how marketers can influence the different stages of the hospitality examples......9
Evaluate how marketers are responding to the decision-making process, along with examples
..............................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality consumer behaviour is refers about why consumer make the buying decision
as they make within the hospitality industry where consumer behaviour affects how the guest
choose the hotels, restaurant and entertainment. It includes individuals creates effective decision
making on which hospitality and tourism targets about the study of consumer or tourists
behaviour matters for such business ( Alonso and et . al ., 2020). The term consumer behaviour is
examine about the individual qualities that includes the demographics, geographical and
behavioural variables that helps to understands for targeted customers. This refers to the actions
of the consumer within marketplace. The company has been considered Britannia Hotels is
British based hotel group which better across country. It acquires that operates at the budget with
end of the market. As per the following report, topic covers as on stages basis factor influences
of hospitality consumer behaviour and attitudes. The ability to map the path to purchase in
hospitality as per decision making process, to understand the influences of hospitality with
related to the consumer. The stages of influences in hospitality consumer decision making impact
to the marketer perspective.
MAIN BODY.
Task 1
Illustrate to investigate the different culture, social, personal and psycological factors that
influence consumer behaviour within hospitality context.
Through consumer behaviour is type of physiological process where it related within the
emotions of the consumer. In perspective of hospitality sector where consumer need depends
upon the tangible services from hotel and medical firms. As the organisation has been consider
Britannia Hotels is kind of premium hotel to provide quality of making guest satisfied to
accomplish their needs and wants (Dimitrovski, Ioannides and Nikolaou., 2020). Therefore, there
are some of the factors which create an impact on consumer behaviour which was elaborated as
given below:
Culture factor: It determines about the combination of belief, moral values that defines the
traditions and language as well laws which execute by the overall community of people. As the
culture plays an vital role in consumer behaviour impact such as:
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 Sub Culture: On the basis of this culture, it forms a group of people who have similar
kind of values and traditions that it can be divided in order to nations, religions and
geographical perspective traditions and nationality culture based to target the customer.
 Social Class: As in this factor, it relates with particular society where it guides about on
what it aspect the society as target on basis of buying behaviour (Ettinger, Grabner-
Kräuter and Terlutter, 2021). In perspective of Britannia Hotels they can target their guest
in order to their behaviour perspective.
Social Factor: References groups: Through the social factor where the references group indicates the
competencies of consumer behaviour. In Britannia Hotels, to better promotes with their
services quality in terms of range people can approach on the basis of income
affordability (Hu,, Liu and Zhou, 2021). Even through they can also mapped the
consumer buying behaviour through access through social background of them.
 Family: The behaviour of consumer that is not measured through different motivation
personalities but also matters as they are living with family about one of members are
together in blood relationship or marriage. In Britannia Hotels considered about their
individual consumer, so their families member will also being part of services
recommendation.
Personal factors: Occupation: Through this factor, it determines the individual about consumer
background in professionalism as well as to create that affect goods and services buying
consumer. For Britannia Hotels, the occupation about their consumer is matters for they
only target who having strong professional background in order to wealth for afford their
services.
 Economic situation: In every conditions that matters for organisation where financial or
economic conditions of customer is not stable that would create impact on purchase
power (Japutr and Song., 2020). Due to recession and inflation can make more negative
impact on Britannia Hotel growth on customer buying decision making.
Psychological factors: Motivation: This is one of most influencing need the requirement of the consumer for
better activation. Motivation helps the consumer to leads the consumer to accomplish
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for better objectives and needs. In perspective of Britannia hotel through tangible
services to better customer needs, security, social belongings, self esteem and self
actualisation.
 Perception: This factor which sensing the world and situation which around and
undertakes the decision making accordingly . On the perspective of Britannia Hotel for
them individual customer decision matters in term scenario, environment as well as
different abilities.
Discuss about the different customer trends that impact by digital technologies in hospitality
industry.
The Customer trends is one of habit or can consider as behaviour which customer behave
in current situation in perspective of goods and services. Through consumer behaviour, attitudes
with new opinions within expectation. In perspective of Britannia Hotel is also having different
types of customer trend would influence on digital technologies are elaborated: Consumer's are having different types of desires: As the technology has been creates
more positive impact. Through this, many business has also uplifted with systematic way
to respond the market (Jebarajakirthy, Yadav and Shankar., 2020). The market also
offered different range of product and services on that basis hospitality industry also get
to provide new services to customer. Similarly, Britannia hotel also can offer innovative
services that increase the desire of customer. Customer get more engaged: With digital technology, customer are highly engaged
towards business each other. For Britannia hotels , they can promote their hospitality
services that can offer to more towards sophisticated tools which has been used to better
getting satisfied (Mariani, Borghi and Okumus., 2020). This could be done if Britannia
hotel get succeed to fulfilled overall the requirement.
 Impact of Smart Phones: The digital gadgets also creates high impact on business such
as Smart phones made easy to people to access the information through internet. As
people are get to engaged more in social media platform to attain more multinational
function. Customer of Britannia Hotels can easily book the hospitality services through
Smart phones, as it makes more flexible to operate more competitive advantages.
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Task 2.
Examine the stages of the customer decision making journey and map to path purchasing of
given hospitality services.
Consumer decision making define the procedure under which consumer follows in
deciding what to purchase where it including problem recognition, information searching,
evaluation of alternatives with making of post decision-making. In following there are better
customer decision making can implementing of customer decision making process:
 Problem recognition: It determines when a customer usually facial expression the issues
with product and services that rectified. As per stage that helps to predict for effective
decision making that related with effective product and services. In the perspective of
Britannia Hotels that helps to make their product and services. Search for information: After that the information related to the product and services
which related presumes. Similarly, Britannia Hotels marketing team would provide the
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Illustration 1: Consumer decision making process, 2019.
Source: Consumer decision making process, 2019.

essential information to gathered advertisement websites, search engine optimisation who
have experienced the services. Evaluation of Alternatives: Based on this, when a customer having wide range of
alternative to opted another option in terms of product and services. In the perspective of
Marketers of Britannia Hotels providing comparison by the services with other brands
such the competitors are Hilton, Holiday Inn for the Britannia Hotels where customer can
compare with their product and services with other brands. Purchase Decision: In this particular journey, this stage is tend to be set and customer
are very much engaged for upcoming buy the product which fulfil their needs and wants.
Management and marketing team of Britannia Hotel ensures that each need of their
customer must fulfil in any situational as better way.
 Post Purchase evaluation: As per this stage, the team of marketing are responsible in
which form of company top authority seeking towards for selling purchase decision to
make better evaluation about the change the entire process. For Britannia Hotel to
customer where their feedbacks and other review would able matter for hotel business
successful.
Illustrate why it is significant for marketers to map a pathway to acquisition in the hospitality
sector
In context of track to procurement means about sequence of stations that consumers use
or uncovered to order for adapt into transform into consumption. These stations include all from
emails, application, search engines, brands websites and social network. There is importance of
path to purchase for Britannia Hotels are: Awareness: As many people face issues to buy their preference product and services and
in case of hospitality customer are not understand the market requirement. For example
of Britannia Hotel create awareness about their hospitality services through which
customer would get aware and utilise the all these services effectively manner. Engagement/ Consideration: After the creating the awareness it makes more opportunity
to customer engage through social media and offer them different range of services. For
example Britannia Hotels would also make their customer engage by providing them
better hospitality services to satisfaction.
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 Evaluation: This is stage on which evaluation to get analysed for identification difference
between or comparision within other brands (Maxwell, 2020.). For example, hospitality
services would also measure by mapping about their specification that entitled with
others effectively. Purchase: After this stage, purchase factor by customer to making evaluation buying
product and service to other brand and get satisfied their requirement. For example
Britannia Hotel their services must driven a quality which brings more vulnerable and
flexible to attain more positive outcomes generated.
 Post Purchase: In this stage, individual experience matter by analyse the product and
services to attained for rectified the need and requirement are fulfilled or not. For
example Britannia hotels services are also matter for customer's feedback where it
provide positive and negative feedbacks that relies on customer satisfaction level.
Task 3.
Compare and contrast the key differences B2C and B2B. of the hospitality decision- making.
Basic B2B B2C
Meaning The marketing buying of goods and
facilities directly through the one
business to another with having with
intermediate is called as Business to
Business.
Through purchasing and sales
system in among commercial
to direct sell their product
directly to their final
customers called as Business
to customers.
Customer In business to business trade with
customer who consider business
venture. For example : Britannia
Hotel customers are involves in
business with private organisation to
help provide profit and opportunities.
In context of business to
customers they deals with
unlimited customers who are
seeking for better hospitality
services. For examples:
Britannia Hotels customer
would shows interest in
premium services in
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hospitality.
Focus They have motive to creating
relationship with others ventures for
more profit maximisation.
Business to customer focus
towards manufacturing
product fulfilling customer
needs and wants.
Merchandise In Britannia Hotels about business
franchise in presumes towards large
organisation venture.
About business to customer
seeking for small and medium
fulfilling customer needs and
wants.
Need recognition In case of B2B, any form of business
identify the need of recognisation by
make directly contacting the another
business.
In B2C, the customer generate
their needs on the basis of
market research and different
online portals. For example, if
a visitor wants to find an
accommodation in UK, then
they will find an internet about
best accommodation and
choose as per their brand.
Information search This is linked to investigate for
collection the information through
internet market research or
contracting to their suppliers within
business industry.
In this, customer is able to
collect the information about
their need through identify
different hotels from google
and gather for assorting great
values.
Evaluation of
alternatives
In this, many business are get to
measured on their suppliers or other
business and choose the right
company in market.
Through this stage there are
many of the customer compare
with effective hotel way of
accommodation industry and
manage their preferences on
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the basis of needs.
Purchase decision Company purchase their products
directly through the business and
serve customer to the growth in
market.
As with help of above analysis
where it is important for the
customers to make their
decision and complete their
purchase.
Post purchase
behaviour
The hotels are always trying to make
evaluation of staff and work as per
the needs and circumstances of the
required goals or not in the
management process.
Customer always make
decision after getting the
services from the products
(Michel, Tews and Tracey.,
2020). So, this is important
towards the hotel business to
justify suggestions and aspects
of the country.
Evaluate the different approaches to market research and methods
Market research are the ones to measured information decision making process to
collected data related with product and services towards particular methods. There are different
method which has been systematic approach within the market and analyse the method for
understanding the different decision making process. Some of the important approaches and
market research method are:
 Primary Research: According to this research method the information get collected
through own efforts by individuals (Shams, Rehman and Lodhi, 2020). In perspective of
Britannia Hotels their research information get collected through their own for measured
outcomes.
 Secondary research: In this method, the information scrutinised through other relevant
sources to generally optimised for effectively evaluate outcomes to generate more
information effectively. This research method can be more flexible to measure the
information.
Approaches:
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 Surveys: This is one of the best mutual ways that is used by the researcher for
meaningful addition than clients. In this, corporation used for conducting surveys
methodology to generalise collecting reviews of decision-making process. It is operative
and appreciated for conducting qualitative investigate by the accommodation and
complete a survey that helps requirement. This will also help for analysation to need the
customer and make better effective decision.
 Interview: It is also another method which getting to collected data for analysation the
advertising demand and realizing effectual evidence on the foundation of customer
requirements. This can be helpful for conducting and make effective customer demand
(Talwar, , Ahmed and Dhir, 2021). Moreover, this would useful for offering support to
dealers that make the true action plans within better hospitality industry. As per this
method, effective hotel administration team are able to interconnect with their consumer
and make corrective actions.
 Focus group: This is one of the most appreciate methods for accompanying research, as
it co-operative for leading research on minor subdivisions and deliver relevant
communication within progression of marketplace. As with the help of this method,
through affecting right form of approach as per the necessity of customer provide future
activities.
Evaluation:
On the basis of Britannia Hotel, the suitable approach would be Survey and focus group
to customer analyse performance technique and examine their requirements release to
procurement conducting designs. These processes are useful for the hotel to effective appreciate
the specific decision making practise of their decision making process.
Task 4.
Assess how marketers can affect the various phases of the hospitality examples
 This procedure is started from the decision-making process which are helpful from
effective decision making to recognise the issues or problem. The marketer influences the
decision-making customer need within the hotel industry. For example: to make retain
customer Britannia hotel marketing to provide discounts to rise their marketing related
strategies and policies. This is beneficial for the Britannia Hotels to preserve the websites
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and require operative rebates in decision making practise.
 Second Stage considers the data research where the vendor needs to take place the right
form of knowledge at accurate areas in definite way to find compulsory evidence about
the use of brands in active way. For instance: Through SEO, social media, and having
numerous more instruments would be useful to provide basic intelligence towards the
customer. In perspective of Britannia Hotels, they provide relevant type of services
networks from diverse consumers certainly through go with aspects.
Estimate how dealers are reacting to the decision-making development, along with instances
This is the most important goal of hospitality commerce sector for making marketing
segments for reaching customer at one moment to influencing decision (Tariq, Yasir and Majid.,
2020). The usage of purchasing choice manner is effectively helpful for producing the
information and use the following changes of the purchaser changes tour until they are able to
cross finishing line. At the essential acknowledgement stage, dealers where they need to make a
approach and housing to work in answering where the need of consumer at each period of
trading judgment making practice.
CONCLUSION
From above report of hospitality consumer insight behaviour summarised that individual
and consumer behaviour important for business where it analyse the important development of
business. This occurred because from here enterprise would be able to distinct marketing
resolution. There has been discussed about path to purchase and consumer journey that played an
important role buying decision making process.
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REFERENCES
Books and Journals
Alonso, A.D., Kok, S.K., Bressan, A., O’Shea, M., Sakellarios, N., Koresis, A., Solis, M.A.B.
and Santoni, L.J., 2020. COVID-19, aftermath, impacts, and hospitality firms: An
international perspective. International journal of hospitality management, 91, p.102654.
Dimitrovski, D., Ioannides, D. and Nikolaou, K., 2020. The tourist-pilgrim continuum in
consumer behaviour: the case of international visitors to Kykkos Monastery, Cyprus.
Journal of Tourism and Cultural Change, pp.1-19.
Ettinger, A., Grabner-Kräuter, S., Okazaki, S. and Terlutter, R., 2021. The desirability of CSR
communication versus greenhushing in the hospitality industry: The customers’
perspective. Journal of Travel Research, 60(3), pp.618-638.
Hu, F., Teichert, T., Deng, S., Liu, Y. and Zhou, G., 2021. Dealing with pandemics: An
investigation of the effects of COVID-19 on customers’ evaluations of hospitality
services. Tourism Management, 85, p.104320.
Japutra, A. and Song, Z., 2020. Mindsets, shopping motivations and compulsive buying: Insights
from China. Journal of Consumer Behaviour, 19(5), pp.423-437.
Jebarajakirthy, C., Yadav, R. and Shankar, A., 2020. Insights for luxury retailers to reach
customers globally. Marketing Intelligence & Planning.
Mariani, M.M., Borghi, M. and Okumus, F., 2020. Unravelling the effects of cultural differences
in the online appraisal of hospitality and tourism services. International Journal of
Hospitality Management, 90, p.102606.
Maxwell, W.P., 2020. RELIGIOSITY AND CUSTOMER EXPERIENCE: A STUDY OF THE
NIGERIAN HOSPITALITY INDUSTRY. Журнал Сибирского федерального
университета. Гуманитарные науки, 13(11).
Michel, J.W., Tews, M.J. and Tracey, J.B., 2020. Validating effective managerial behaviors for
the hospitality industry. International Journal of Contemporary Hospitality
Management.
Shams, G., Rather, R., Rehman, M.A. and Lodhi, R.N., 2020. Hospitality-based service
recovery, outcome favourability, satisfaction with service recovery and consequent
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customer loyalty: an empirical analysis. International Journal of Culture, Tourism and
Hospitality Research.
Talwar, S., Kaur,., Ahmed, U. and Dhir, A., 2021. Food waste reduction and taking away
leftovers: Interplay of food-ordering routine, planning routine, and motives.
International Journal of Hospitality Management, 98, p.103033.
Tariq, M., Yasir, M. and Majid, A., 2020. Antecedents of environmental performance of front-
line managers in hospitality industry of Pakistan. Pakistan Journal of Commerce and
Social Sciences (PJCSS), 14(3), pp.614-634.
Worimegbe, P.M., 2020. Religiosity and Customer Experience: a Study of the Nigerian
Hospitality Industry.
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