Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Examine the various cultural, social and psychological factor which influence consumer
behaviour and attitudes towards the hospitality sector ..............................................................4
P2 Explore how consumer trends are changing due to the impact of digital technology...........5
TASK 2............................................................................................................................................6
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given hospitality sector....................................................................................6
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision-making in the hospitality sector...................................................................7
TASK 3 ...........................................................................................................................................8
P5 Compare and contrast key differences of hospitality decision-making process in context of
B2C and B2B..............................................................................................................................8
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process................................................................................9
TASK 4..........................................................................................................................................10
P7 Evaluate how marketers can influence the different stages of hospitality decision making
process giving specific examples..............................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer behaviour insight is process of interpreting the human behaviour which help in
providing the efficiency of the product and services for the customers in a well define manner. In
other words this this is the method of analysing the market and the current trends ad which help
in building healthy relationship with the customers (Altinay and Taheri 2019). Beside this
consumer insight is essentials as it allows business to acquire larger market share and also help in
retaining the customers. This report is based upon the main Center parcs UK which is an short
break holiday company operating in United kingdom and Ireland. The company was founded in
the year 1987 and its headquarter is located New Ollerton UK. This report is based upon
different cultural and social as well as personal factor which influence the consumer behaviour as
well as attitude in the selected organisation. Trends are essential to examine and impact of digital
technology in hospitality industry. For expansion and growth it is important to develop the
consumer behaviour insight to create a map for the hospitality service. Alt last this report covers
about the various stages which is essential for making profit.
P1 Examine the various cultural, social and psychological factor which influence consumer
behaviour and attitudes towards the hospitality sector
Consumer behaviour insight is the interpretation used by the business to get a deeper
understanding of the customer and how they feel and behave during the purchase decision
making. Analysing the human behaviour allows companies to really understand what are the
consumer needs and wants. Here are some of cultural factor which are briefly explained down
below:
Cultural factor influencing customers behaviour
Cultural factor are comprises of set of values and ideologies of the particular community
or the group of peoples. The cultural factor have the significant effect on the individual buying
decision making process . So it is essentials for the hospitality sector to maintain cultural
environment because there are different kinds of customers present so company must respect
each and every culture for making goodwill in the market. Here are some cultural factor which
are explained down below:
 The culture include religion and cast which define the individual personality which are
important for the company to understand in order to provide better services to the
consumers.

 Along with this culture refers to the gender as well as social class of the people as this
have the huge impact on the minds of the customers. For the organisation like Center
Parcs the management should have proper culture as different kinds of people are the
customers of the company.
Social factor:
These are the factor which are divided into different groups , roles as well as status. Here
the references can be the major impact on the consumer buying behaviour (Möhring and Schmidt
2019). So leaders plays an vital role an vital role in managing and controlling the services
offered by the company . In the context of Center Parcs the manager should provide better
services and develop the strategies for having effective social culture in organisation.
Psychological Factors:
These are the factor which include motivation, perception as well as attitude of the
individual . This help in analysing the consumer attitudes towards buying decision of the
company. For example if the customers is happy with the service of Center Parcs then they will
plan and the next trip with the similar company and they will recommend to other people for this
particular company.
P2 Explore how consumer trends are changing due to the impact of digital technology
In the recent years the technology have played a vital role in changing the needs and
wants of the consumers. The digital technology have change the face of doing business as it help
in reaching the goals and objective effectively. So in the case of hospitality industry the digital
technology gives immense opportunities to the organisation to expand the business effectively.
Here are some of the digital technology which impact the consumer insight in the well define
manner.
Brand trust and likeability: Technological advancement have made easier for the
company to attract more and more and customers. Now a days with the help of technology
the firm can promote at the larger scale which help to build trust and likeability in the minds of
customers. This influence customer behaviour and help in improving the sales to become more
trustworthy. It is achieved by making the content marketing which help in improving the online
presence in the market. Along with this it help in providing better services and the past
experience, reviews and training which help the company to make quality decision.