Consumer Behaviour in Hospitality Industry

Hospitality
Consumer Behaviour
Insight

INTRODUCTION
Hospitality is the fastest growing industry that provide a range of products and services
to customer after analysing their requirements and need (Bowie and et.al., 2016). The
behaviour of consumers towards hospitality industry is based on services related to
accommodation, food and drink, spa, events, tourism and so many more. Prominently, the
hotel industry is illustrated to a great extent by customer service and customer experience that
directly influences the emotions, perceptions and purchasing intentions of customers. This
report is based on The Ritz London which is a symbol of high society and luxury hotel that
provides prestigious experience to its customers. The organisation was founded by Swiss
hotelier César Ritz in the year of 1906. This report is going to cover consumer decision
making journey, significance of mapping consumer decision making practices as well as their
different approach of market research. Furthermore, it includes how marketers can influence
the different stages of the hospitality decision making process.
TASK 1
(Covered in PPT)
TASK 2
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service
The consumer decision process can be described as an operation involving the
management of the customer's decision so that the criteria and requirements can be fulfilled
appropriately (Lugosi, 2019). In the context of the Ritz hotel this includes a number of the
following stages:
 Problem Recognition: This is the first and foremost step in which individuals
identify the need to satisfy the obligation. These conditions are apply to the upper
level of goods and services that are independently consumable to meet these targets.
These specifications are relevant to products and services provided by the
organisation in the respect of a hospitality company.
 Search Process: During this process, a person must find different details required to
take and buy decisions in order to satisfy their needs in the previous phase. In this
consumer, reviews from mates, and several other functions can be used. In this case,
the entity should use functions that efficiently handle all these functions.