Hospitality Consumer Behaviour and Insight

This report discusses the factors that influence consumer behaviour in the hospitality industry. It examines the impact of changing technology on consumer behaviour, changing trends in the hospitality industry, and the ability to map a path of purchase decision-making process. It also compares the key differences in decision-making of the customer in the context of B2B and B2C.

Hospitality Consumer Behaviour and Insight

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1: Consumer and the factors influencing the behaviour:......................................................3
The impact of changing technology on the consumer behaviour:...............................................4
Analyse the changing trend in the hospitality industry:...............................................................5
Critically analyse the emerging trends in the hospitality industry:..............................................5
Part 2: demonstrate the ability to map a path of purchase decision-making process in the
hospitality industry:.....................................................................................................................5
Stages of decision-making of the consumer:...............................................................................5
Importance to map a path for the marketer to understand the decision-making of the consumer:
......................................................................................................................................................7
Part 3 Comparison of the key difference of decision-making of the customer in the context of
B2B and B2C:..............................................................................................................................8
Evaluation of different market with research and methods:........................................................9
Coherent evaluation of decision-making of the customer:........................................................10
Part 4 influence of the marketer on different stages of the decision-making process:..............10
Respond of the marketer on decision-making process:.............................................................10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Consumer behaviour means the behaviour of the consumer in purchase something or
making decision to purchase goods or service. Behaviour of consumer depends upon the cycle of
selecting, buying, using and satisfying the need from the goods or services (De Mooij, 2019).
Every business try to study the behaviour of consumer and manufacture product accordingly,
marketer of the company try to figure out what makes a consumer purchase a particular product
of consume a particular service to satisfy the needs.
This study is based on Haven Holidays, hotel and leisure company was established in
1964. The Haven Holidays operate chain of hotels and holiday parks in the UK. In late 2000, this
company was acquire by Bourne Leisure Group. This report will discuss the behaviour of the
consumer in hospitality context and factors that influence the buying decision of the consumer.
Later report will map a path to understand the consumer behaviour. Ate last report will examine
how marketer analyse the behaviour of the consumer in hospitality business.
MAIN BODY
Part 1: Consumer and the factors influencing the behaviour:
Consumer behaviour means study of an individual or a group and understanding the
behaviour of the such consume (Decrop and Woodsid, 2017). It is very important for business to
understand the factors that influenced the decision of buying. The marketer of the company to
examine and understand the gap and try to fill the gap with manufacturing the product that
satisfy the need of the consumer. There are various factors that influence the consumer behaviour
such as:
Phycological factors: phycological factor means the perception and need of the consumer is
different from each other, every consumer have different taste, and they try to find out the perfect
product that fulfil the satisfaction (Durante and Griskevicius, 2016). Consumer purchase product
either to satisfy the need or to solve the problem, they try to find goods and services which solve
the problem. In hospitality industry the phycological factor means the consumer want to relax for
a particular time. They look for accommodation to get entertain and satisfy the phycological
need by these industries.Iankova, et.al., 2019

Personal factors: personal factors means buying decision of the person by itself, this is mainly
concern with personal choice of the consumer (Ghifarini, Sumarwan and Najib, 2018). There are
many reasons which can influence the personal factors such as likes and dislike and personal
interest of the consumer. Further, age, gender and personal issue also plays an important role in
the buying decision. In hospitality industry, personal factor is very important because a person
look for hospitality services to fulfil the personal need such as entertainment, relax and mind
freshness.
Socio cultural factors: socio cultural factors force the consumer to buy the product, socio
cultural factors are wide in term which include income level, preference from friends and family,
society and culture interest and many other social related factors. Many consumer purchase
product after concerning with society. In hospitality industry, socio factors affect the purchase by
providing the judgement about the accommodation.
Motivation: motivation in consumer behaviour means the ultimate need or the essential need of
the consumer (Tulung and Ramdani, 2018). This mainly effected by ego and motivation of a
consumer. Consumer purchase the product to fulfil the essentials need such as hunger or thirst. In
hospitality industry, the motivation means the need of travelling and entertaining or fulfil the
hunger from the restaurant or beverage service provider in hospitality industry.
The impact of changing technology on the consumer behaviour:
Changing technology: technology plays and important role in the buying behaviour of the
consumer, new and latest technology empower customer to change the view and perception of a
particular product. In technology context, social media plays a vital role (Ferreira and Sousa,
2020). Consumer use social media to get unlimited access to the all the details and information
of product they wish to purchase. Consumer often rise question on such digital platform using
latest and fastest technology and get the answer in no time. New technology push the company to
be more active on online platform to get information about the details of the consumer. New
trends in social media technologies not only provide the relevant information to consumer about
the product but this also help company to target emerging trends in the consumer behaviour.
Emerging trends means latest or new demand of the consumer from the market. There are certain
impact of technology on the behaviour of the consumer such as:
Better connection: consumer are more connected with the company, and they now have
unlimited access to all the information and news of the company (Jose and Jose, 2017).

Consumer use smart devices to search about the product before making the buying decision. This
connection helped both, the company and the consumer.
Better and high expectation: these latest technology improved the experience of the consumer
and now they often demand high expectation from the company. Company need to fulfil the
demand of the customer on time or the consumer will get shift to the competitor. In hospitality
industry, hotels need to answer the guest on time or else they will change their mind and often
find another accommodation using the various platform.
Analyse the changing trend in the hospitality industry:
The cultural and other factors plays an important role in the driving the trends in the
hospitality industry (Rosenbaum, Otalora and Ramírez, 2017). Consumer now demanding more
facility in the accommodation then before, there are various trends in the hotels and restaurant
which is attracting more customer towards them. The Haven Holidays need to identify the those
trends and try to improve their existing and new facility. These factors are most important for the
customer because it helps them to identify which company is providing the desired product or
service.
Critically analyse the emerging trends in the hospitality industry:
There is new bunk bed trend in the hotel industry which is attracting one-day travellers,
these travellers have the factors pushing them to try these trends. If the hotel industry able to
provide the demand of the consumer, then their sales will increase rapidly.
Part 2: demonstrate the ability to map a path of purchase decision-making process in the
hospitality industry:
Stages of decision-making of the consumer:
Problem recognition: problem recognition means identifying the problem and finding the
product to solve the problem (Micheaux and Bosio, 2019). This consumer behaviour is the most
common as consumer try to identify the need of right product at right time to solve the problem.
In hospitality industry, problem recognition means, consumer is look for the accommodation
which can solve their problem. Many consumers identify hotels as a problem solver in various
conditions, once the guest of the hotel identified that this particular hotel is solving the problem
they make booking in such accommodation.
Information research: when the consumer successful recognition the problem, then the next
step is to search the details and information about the product. Information about the product can

be collect from various areas such as news, blogs, articles and even asking someone. This buying
behaviour of the consumer means, they will not purchase the product until they are satisfied with
the information that fulfil the demand of the consumer. In hospitality industry, information
search means a consumer is getting the information about the hotel, this information can be
booking information, location, availability, date and time and features such as entertainment,
luxury and relax environment provided by the hotel.
Alternative evaluation: alternative evaluation means consumer is at the stage where they want
to compare the product with alternative product. This allows consumer to make the decision of
the right product and this alternative comparison allow them to identify the same benefits
provide by other product at low cost. In hospitality industry, alternative evaluation means
consumer of a hotel will compare the accommodation with other hotels in terms of facility
provided by them at reasonable cost.
Purchase decision: this is the moment for both consumer as well as company, after the
consumer is satisfied with the research and comparison, they now ready to make the final
decision to purchase the product (Mothersbaugh, et.al., 2020). This decision can not be changed
as this is final one and consumer is fully prepared to pay the amount for the desired product. In
the hospitality industry, the final decision or the purchase decision means the consumer is ready
to make booking the hotel or reserving the table at the restaurant. Hotel need to do their job
correctly in order to provide what customer demand for. This final purchase decision cannot be
changed or influenced by the any factors.
Post purchase evaluation: post purchase evaluation means the reflection after the purchase is
been made, this part is mainly for the seller because they promise customer to provide service
even after the purchase. Seller need to ask such as did the purchase meet the demand of the
customer, what service is essentials even after the purchase (Tosun, Sezgin and Uray, 2021).
This help customer to trust and have positive experience which leads them to be permanent
customer. In hospitality industry, the post purchase evaluation means the feedback or the review
provided by the customer after the stay experience of the customer. Many hotels provide special
discount to the customer after they are satisfied with the hotel service and provide good review,
this happy the customer and often make they permanent.

Importance to map a path for the marketer to understand the decision-making of the consumer:
Customer journey map: the customer map is presentation of decision-making path of the
consumer. This presentation help marketer to tell the story of the best customer experience to all
brand touchpoints. This mapping of the journey is very important for the marketer to interact
with the customer and ensuring that customer does not slip between any gaps. This help marketer
to make strategic approach to meet the expectation of the customer, this map includes the action
which is taken by the customer and how a brand respond accordingly. There are certain steps in
mapping the journey of the customer such as:
Tailored experience and persona: the marketer of the company understand the persona of the
customer by mapping the interaction and analysing the touchpoints help them to create campaign
effectively by a better measurement. Customer experience is very important for the marketer and
this mapping of journey reduce the risk related to overlooking of the customer persona. In
hospitality industry, The Haven Holidays understand the persona of the customer and try to turn
the marketing campaign accordingly to increase the better experience of the customer.
Purchase goal: marketer of the company need to identify the gaol behind the purchase of the
customer (Solomon, et.al., 2017). This help them to set the target accordingly, examining the
goal is very important part of mapping the journey, this not only clear the purpose of purchase
but this also provide idea to improve the existing marketing campaign. In hospitality industry,
understanding the goal behind the purchase means consumer is booking the room at the hotel to
enjoy the moment, the consumer have only one goal, to relax and entertain themselves. Marketer
of the hotel cover the goal and need of the customer in their marketing campaign.
Touchpoints: a marketer of the company need to map the touchpoints which identify the centric
goal and needs of the customer. Touchpoints are interaction between the company and the
customer on various places such as customer and staff at the store, website, service and many
other interaction points (Stankevich, 2017). Every customer has unique touchpoints and these
touchpoints carry various opportunities for market to connect with the customer to improve the
experience. In hospitality industry, the touchpoints are need and want of the consumer from the
hotel. Marketer of the hotel analyse the touchpoints of the consumer as design the strategies
accordingly.

Part 3 Comparison of the key difference of decision-making of the customer in the context of
B2B and B2C:
Basis B2B B2C
Definition B2B customer have greater
investment plan when it comes to
buying decision (Iankova, et.al.,
2019). In B2B transaction often
happened between business to
business. In hospitality industry,
hotels try to create business between
themselves by sharing guest to each
other.
B2C means business to customer, here
all the transaction happened between
business and customer. B2C is the
most common thing in the business
world. In hospitality industry B2C
means the relationship of the customer
with the hotel.
Buying
decision
The buying decision in B2B is
influenced by the business factors
because business try to transact
between themselves which leads to
clear buying decision.
The buying decision in the B2C is
effected by the choice of the customer.
In B2C customer is the king and often
decide what to buy, a business can not
ask customer to make a purchase.
relationship The relationship between the business
to business is personal because the
business try to transact and trade with
other business only, there is no
involvement of the customer in the
B2C personal relationship.
The relationship in this comparison
means the relationship of buying and
selling of product with customer. In
this all transaction are not personal as
there is no personal relationship with
the customer. In hospitality industry,
the relationship between the business
and customer is transactional, but
hotels provide home like luxury and
comfort to the customer to create
better relationship. The Haven
Holidays create good relationship with
their customer.

Target market The target market of the B2B is same,
both the business target the same
market.
The target market of B2C means the
market where a business is planning to
target. In hospitality industry, hotel
target the market after understanding
the decision-making and behaviour of
the customer.
Image Both the business have brand image. Only the business have brand image.
Time The buying process in the B2B is
takes lots of time and affords.
The buying process in the B2C is very
easy and simple.
Evaluation of different market with research and methods:
Market research means tools and methods used in to gather or collect all the information
require in better targeting of marketer (Erickson, 2017). This information plays an important role
in business, this help them to create better and improved products or to improve the existing
product. To understand the decision-making process of the customer, the marketer need to
segment the market according to the information they have collected. This information can be
collected from various sources such as:
Survey: survey are the most common and effective tool or method to collect the data, survey are
qualitative type of research which understand the decision-making process of the customer
(Mooi, Sarstedt and Mooi-Reci, 2017). In hospitality industry, the survey plays a vital role in
collecting the data to make and turn the marketing campaign of the company, The Haven
Holidays provide various surveys to gather all the information they require in next marketing
campaign.
Interview: interview is one of the best tools or method to collect true and relevant data, these are
one on one conversation between the business and the customer. Various question is been asked
by the company to collect the information and customer truly give their review and idea on
improvement needed in the product of the business. In hospitality industry, the interview are
taken on the spot, this means the hotel ask the guest to share their experience while staying and
using the facility of the hotel, The Haven Holidays often ask their customer to give feedback and

review about their experience, the hotel later use this information to understand the buying
decision of the customer.
Coherent evaluation of decision-making of the customer:
Different factors such as cultural trends play an important role in the decision-making of
the customer. In hospitality industry, The Haven Holidays, understand the trends in the market
and adjust their working and environment accordingly. For example, the hotel understands that
customer now demanding the super hygienic rooms after this pandemic, this demand of the
customer is influencing the buying decision, so the hotel decided to provide hygienic room with
complete sanitization to meet the buying decision of the customer.
Part 4 influence of the marketer on different stages of the decision-making process:
Problem recognition: the market of the company understands various factors that influence the
decision-making of the customer and try to turn the campaign accordingly. In hospitality
industry, marketer adjust the campaign after understanding that customer has identified the
problem and moving to next step. Marketer can influence the current stage of hospitality
decision-making procedure in term of developing a digital marketing plan, so that customer can
determine the need and analyse the same to fulfil in appropriate manner.
Information search: in decision-making process both the marketer and consumer search the
information but the information of market depends upon the customer and the search of
information by the customer depends upon the product. After passing above phase, marketer can
influence the second stage of decision-making in the context of hospitality in form of placing
information, on social media sites or pages, that they create to aware people about service offer
by the company.
Alternative evaluation: this stage is important for both marketer and consumer because there
are lots of alternative products in the market who provide same experience to customer as the
product of market provide but at low cost. In hospitality industry, the marketer set the price of
the room according to various factors but the most important one is price provided by the
competitor. Marketer can influence positively in regard to third stage of hospitality decision
making process in form of providing information or comparative basis to the customers, by
promoting services, including image, content and key feature that benefits both firm and target
market.

Purchase decision: the purchase decision mainly depends upon the consumer, in this marketer
cannot force consumer to buy the product. In hospitality industry, the market can influence the
decision-making of the customer but cannot change it. They can influence the decision in term of
providing satisfactory services to people, so that they can give positive feedback that promote
venture positively.
Post purchase evaluation: this mainly for marketer that how they can provide the service even
after the purchase of the product by the customer. In hospitality industry, marketer creates better
relationship with the customer by offering discount on the visit again of the customer. Marketer
by responding consume queries can also make people happy that influence hospitality decision
making in form of adopting new approaches so that the aim can be achieved.
Respond of the marketer on decision-making process:
Economic view: the response of the market on the decision-making of the customer get
influenced by the economic view, this economic view in the hotel industry means the cost and
operation of the business.
Passive view: in this consumer are really passive with their buying decision. These are manly
self-serving efforts of the marketer.
Cognitive view: in this marketer sees the consumer as a problem solver. There are certain risk
associated with the product choice. This risk analyses by the customer when they have the
enough information about the product.
Emotional view: consumer have various feeling while selecting the product such as fear, love,
hope and fantasy. Marketer understands the emotion of the customer and set the marketing
campaign of the company.
CONCLUSION
In this report we have discussed different factors that influence the consumer behaviour and
attitude in the hospitality industry. Later we have explored how technological plays an important
role in consumer trends. Later in this report we have demonstrated the ability to map and how
marketer respond to these buying decision behaviour. Later this report compare the B2B and
B2C using hospitality industry and evaluate different marketing approaches and methods. At last,
we have evaluated stages of decision-making and in the influence of buying decision of marketer
and the business.

REFERENCES
Books and journals
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. Sage.
Decrop, A. and Woodside, A.G. eds., 2017. Consumer behavior in tourism and hospitality
research. Emerald Publishing Limited.
Durante, K.M. and Griskevicius, V., 2016. Evolution and consumer behavior. Current Opinion
in Psychology. 10. pp.27-32.
Erickson, G.S., 2017. New methods of market research and analysis. Edward Elgar Publishing.
Ferreira, L. and Sousa, B.B., 2020. Understanding the role of social networks in consumer
behavior in tourism: A business approach. In Handbook of research on social media
applications for the tourism and hospitality sector (pp. 367-384). IGI Global.
Ghifarini, A.F., Sumarwan, U. and Najib, M., 2018. Application of theory of planned behavior
in shrimp consumer behavior analysis. Independent Journal of Management &
Production. 9(3). pp.984-1001.
Iankova, et.al., 2019. A comparison of social media marketing between B2B, B2C and mixed
business models. Industrial Marketing Management. 81. pp.169-179.
Jose, J. and Jose, J., 2017. Impact of technology on consumer behaviour. IRA-International
Journal of Management & Social Sciences. 6 (2). 264, 267.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-
driven marketing as a service. Journal of Marketing Education. 41(2). pp.127-140.
Mooi, E., Sarstedt, M. and Mooi-Reci, I., 2017. Market research: The process, data, and
methods using Stata. Springer.
Mothersbaugh, et.al., 2020. Consumer behavior: Building marketing strategy. McGraw-Hill
Education.
Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C., 2017. How to create a realistic customer
journey map. Business horizons. 60(1). pp.143-150.
Solomon, et.al., 2017. Consumer behavior: Buying, having, and being. Boston, MA: Pearson.
Stankevich, A., 2017. Explaining the consumer decision-making process: Critical literature
review. Journal of International Business Research and Marketing. 2(6).
Tosun, P., Sezgin, S. and Uray, N., 2021. Consumer complaining behavior in hospitality
management. Journal of Hospitality Marketing & Management. pp.1-18.
Tulung, J.E. and Ramdani, D., 2018. Independence, size and performance of the board: An
emerging market research. Corporate Ownership & Control. 15(2).
1