Consumer Behaviour and Insights in Hospitality

This document explores the different factors influencing consumer behaviour in the hospitality industry and how marketers can map the path to purchase. It discusses the differences between B2B and B2C decision making, the various approaches to market research, and how marketers can influence the different stages of hospitality decision making.

Hospitality
Consumer Behaviour
and Insights

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
P1. Investigate different culture , social, personal and psychological which influence
consumer behaviour and attitudes in hospitality context. ..........................................................1
P2 Explore how consumer trends are changing due to impact of digital technology.................3
Task 2...............................................................................................................................................4
P3. Examine stages of the consumer decision making journey and map a path to purchasing
for hospitality industry. .............................................................................................................4
P4. Explore why it is important for marketers to map path purchase for understanding
customer decision making. .........................................................................................................5
Task 3...............................................................................................................................................6
P5. By differentiate contrast between B2B and B2C in process of decision making by
assorting specific hospitality examples.......................................................................................6
P6. Evaluate the different approaches to market research and method of research used to
understand for decision making process. ...................................................................................8
Task 4...............................................................................................................................................9
P7. Evaluate how marketers can influence the different stages of hospitality decision making
by examples.................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERNCES ................................................................................................................................12

INTRODUCTION
The term Hospitality is refers about relationship between a guest and host where host
attain visitors or guest goodwill, including reception as well as entertainment of visitors. Product
of hospitality derives their services to fulfilling customer requests, industries which consider in
hospitality such as hotels, travel and tourism, resorts and hospitals. Consumer Behaviour is study
of individual groups or organisation and all the activities which satisfy their needs and wants.
Actions which undertakes by consumer in marketplace which supports to motivates for
accomplishing requirements.
By selecting organisation from hospitality background is JW Marriott, it is an
international American based multinational diversified hospitality which support to manages and
franchise a board portfolio of hotels. It was founded J. William Marriott, which is lead by his son
who is executive chairman known as Bill Marriott. They have existed branches of Marriott in
around 7,484 worldwide and revenue is generates 20.97 billion dollar with number of employees
174,000. In this report topics are covers different culture, social and psychological factor which
impact on consumer behaviour, impact from digital technology to customer trending in terms of
new resources optimise. Stages of consumer decision making journey to map path to purchasing
given hospitality services. Differentiate key approaches of decision making on B2B and B2C for
better understanding as well as in marketer perspective.
MAIN BODY.
Task 1.
Covered in PPT
Task 2.
P3. Examine stages of the consumer decision making journey and map a path to purchasing for
hospitality industry.
At the situation of consumer decision making which depicts about the process with the
helps of which consumer decision making process in situation of selecting appropriate services
from different source of options (Dootson and et. al., 2016). According consumer decision
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making process in JW Marriott helps to scrutinize product and services which fulfil needs and
wants. In following there is explantation of consumer buying decision process:
 Need For Recognition: In this first stage of decision making customer are evolving and
scrutinizing their need within to product and services perspective. It consists about actual
buying purchase is happened when customer finalise their actual need.
 Information Search: This is second stage, after analysation of need customer decision
making process to presumes to collecting the information related with particular required
product and services or need by internal sources from outside market environment.
 Evaluation: It comprises about third stage of consumer decision making process to
interpreted the data which is gathered behalf of product and services in overall situation.
Consumer measure evaluation as per price, quality and quantity.
 Purchase decision making: According to this stage, it reflects about customer finalise
the product and service or in other words that decision is made up by consumer to buying
particular product to accomplish desire (Hlee, Lee and Koo., 2018). By implementing
decision through consumer as per basis of reviews, performance outcomes and personal
knowledge of buyer requirement.
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Illustration 1: Consumer Buying decision making Process, 2018
Source: Consumer Buying decision making Process, 2018.

 Post Purchase: This is last stage of decision making process, which elaborates about to
mapping consumer behaviour and attitude after buying the product as it making satisfied
particular customer needs or expectation.
Above discussion of decision making process on basis of customer perspective where JW
Marriott services is also decide by consumer through five pattern which is explain in above part.
Customer focuses towards product evaluation by comparing with others in terms of quality,
durability and resistance factor. Marketers of JW Marriott ensures that their product must have
that quality which can change consumer decision making power.
P4. Explore why it is important for marketers to map path purchase for understanding customer
decision making.
Path purchase for customer understanding is set of series of channels which is assort to
turns the product to purchase. In any hospitality organisation marketer are gathered information
related consumer demand on services through different sources like email, social media etc. This
source also helps to study their buying behaviour process and there are other alternatives to
rectifying importance to marketers of JW Marriott to assess path purchase of consumer decision
making
 Awareness: In this stage customer tend to involve to aware their individual seeking for
need through different sources for collectively necessity information (Iyer and Jarvis,
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Illustration 2: Path purchase of consumer behaviour, 2019
Source:Path purchase of consumer behaviour, 2019

2019). For example: JW Marriott, marketers need to create awareness as well as promote
to their product and services to attract customer.
 Engagement: By enhance to create proper awareness then, this factor helps to proper
interaction with consumer. For example, Marketers of JW Marriott focuses to those
customer who are seeking for premium hospitality services and facilitates them more
information related with services.
 Interest or Consideration: In this part, it defines to making attracted or convince by
providing unique aspect of feature with related product and services which is offer by JW
Marriott (Jones., Hillier and Comfort., 2016). To making influence the customer JW
Marriott marketers creativity plays important role to attract consumer is related with
pricing, quality of product which implement by hospitality services to fulfil consumer
expectation.
 Retention or Decision: According in this stage, company tend to offer their quality
services in hospitality for retain customer for long period of time. The marketer of JW
Marriott promotes and advertise their brand in vast manner to achieve overall objectives
which consumer has expected from their services
 Post Purchase Evaluation: This is determine for last stage where consumer finalise its
decision and approach for its particular product and services. In JW Marriott their team
get mapped after gaining experiences for their services as it satisfied the customer needs
and wants. Their customer share experiences, feedback and suggestion to attain positive
outcomes for further development.
Task 3.
P5. By differentiate contrast between B2B and B2C in process of decision making by assorting
specific hospitality examples.
Basic B2B B2C
Meaning The dealing of product and
services in between two business
venture entities where
The process of transication in which
business venture deals and trade of
product as well as services to
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relationship commence for
business related activities.
consumer to fulfil their needs.
Customer Business to business trade with
customer who consider business
venture (Khoo-Lattimore. and
Yang., 2018). For example: JW
Marriott customers in business
with other private organisation
who helps to provide profit and
opportunities.
In business to customer they deals
with unlimited customer who are
seeking for hospitality services. For
examples: JW Marriott also approach
customer who shows interest in
premium services of hospitality.
Focus They have motive to building
relationship with other ventures
for more profit maximisation.
B2C focuses towards manufacturing
product to fulfilling customer needs
and wants.
Merchandise In JW Marriott, their Business to
business franchise is commence
towards large organisation
venture.
For Business to customer seeking for
small organisation to create
merchandise.
Relationship Their relationship is having with
supplier, manufacture, retailer
and whole seller because the
organisation is only having
business related terms with them
and also to earning maximise
profit.
Business to customer is only having
relation between retailer and buyer as
they only deals with product
attainment (Law., Chan. and Wang.,
2018).
Decision making The decision making in business
to business is properly planned
with scrutinize the needs which
required in business.
Customer made decision on the basis
of their needs which it important to
fulfil by connecting with their desire
and emotional mind set.
Target market Marketing team of JW Marriott In other hand, Business to customer
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need to focuses on customer
based from small and niche
market in context of satisfying
needs of customer.
their target market hotels to focuses in
large and wide range of property to
attracting more customer through their
service quality
Buying Decision
process
As in terms of respective venture
of buying process which is more
in longer and different alternative
process to decide about how to
buy product and services (Li., Ma
and Qu., 2017).
Through measuring of different
alternative in perspective of customer
are approach small steps to buying
product. As in JW Marriott focuses on
five factor: Recognition, Searching,
Evaluation, Decision and Post
Purchase evaluation.
Examples As examples are highlight for
business to business is marketing
promotion, Business investment,
Joint Venture, Partnership etc.
The examples are highlighted about
groceries, textiles, automotive and
household.
P6. Evaluate the different approaches to market research and method of research used to
understand for decision making process.
The Research in market having compliance oriented to organised to contribute efforts for
collecting the information to targeting market and customer (Lub and et. al., 2016). By proper
utilisation of market research data through different method and approaches to attain objectives
which is needful. As in perspective of JW Marriott there are some methods and approaches
which it helps to their marketers evaluate better decision making process.
Method of research:
 Primary Method: In this method researcher design the structure where they enhance
direct involvement of data collection process. By assorting overall data information
through own efforts as researcher by collecting optimum or related data through panel
interview, feedback, group discussion, one to one interview, survey or questionnaires.
These factors can helps to marketers of JW Marriott for analysing and exploring services
quality of better decision making.
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 Secondary Method: As in this method, information of relevant data is procure or collect
through other information data where it already existed (Min and Jeong., 2019). The
researcher of marketing in JW Marriott mostly utilise this method for evaluating
information related with product and services to attain objectives. Elements which helps
to finding out data information by internet, books and journals.
Approaches of market Research:
To elaborating significant approaches which JW Marriott used to determine their
marketing research development effectively. Questionnaire: This is form of written document where bulk of questions are designed
with related topic, A Questionnaire approach can implies by JW Marriott at the time of
asking queries from visitors to related with services, food quality and other preferences
(Nusair, Butt and Nikhashemi, 2019). Their visitor review provide optimum suggestion
and lack of improvement to attain better succession planning. Group Discussion: According to this approach it comprise when group of people discuss
or debate on particular topic. Similarly, in JW Marriott, managers and marketing team
interact with group of visitors to share their point of view as well as procure their
suggestion for better improvement.
 Survey: It is type of practise to examine the probability where researcher to conduct
survey for investigating people's views on specific objective where number of suggestion
and alternative available (Park, Chae and Kwon, 2018). As per perspective of JW
Marriott their market manager estimate survey their customer demand, choices,
expectation, preferences which helps to provide satisfaction.
Task 4
P7. Evaluate how marketers can influence the different stages of hospitality decision making by
examples.
As marketers can influence within different stages to predicting consumer behaviour in
JW Marriott for examine hospitality decision making within example. Behavioural Approach: Through this approach it helps to evaluate and asses the
individual behaviour towards reacted in different aspect. In perspective of JW Marriott
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their marketing team helps to examine behaviour and attitude towards product and
services for consumer perspective.
 Cognitive Approach: In this approach it emphasis unique style, taste, preferences,
experience and suggestion which helps to identify personality of buyers (Romero,.,
2017). As JW Marriott, marketing team mapped their buyer personality by investigate
with attitude and other personal factor which also derives individual person's standard of
living.
There are some other factor which impact on customer decision making that essential need to
understand by JW Marriott manager or marketing team. To identify culture factor which reflect
buying behaviour of individual customer in different perspective.
The impact of culture is consumes a important factor for consumer behaviour, in which
subculture and other aspect can influence huge implication in decision making. Ethics, tradition,
rituals and other norms which each personality carriers while approaching their suitable product
(Xie and So., 2018). As Sub culture contributes vital role in form of tradition where it stats that
different person having their significant choices and preferences that creates an impact on
consumer behaviour.
Pattern of Buyers:
Marketers of JW Marriott are pursue to examine buying behaviour pattern on the basis of
place of customer, buying capacity, quality of product, scope of particular product and chances
of person available yo product (Semeradov and Vávrová., 2016). These elements are need to be
consider for customer buying styles where it helps to hospitality organisation to opted their right
consumer as per situation.
Leadership opinion:
This procedure arises when one person influences the involvement through action of
other to seeking opinion which helps to manage for convince people to experience their service.
Similarly, Marketing team of JW Marriott are own leader who having expertise in his/ her field
and trustworthy with lots of interpersonal skills which support to attract the customer (Verma
and Chandra, 2018). They having excellence communication skills which helps to convince
customer about product and services and make relate to their needs and wants effectively.
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CONCLUSION
Through above report Hospitality Consumer behaviour and insight is come to
summarised to explaining about culture, social, personal and psychological factor which effects
on consumer behaviour as on religion, age, demographic and other aspects. Changing of digital
technology within the expectation of customer in terms of assorting internet booking, feedback,
fast and other rapid services. To creating challenges for hospitality as less customer interaction ,
resources involvement high terms. By mapping a path journey which helps to consumer
behaviour in terms of buying attributes which faces challenges and forces. At last, it having
necessity of developing and exploring to satisfy business needs and desires of customer which
they helps to making venture positive image among public as well as in hospitality market. Sub
culture and impact of culture can plays an important role to hospital venture as they can assess
their customer buying pattern. Further more, two approach Cognitive and Behavioural are
support to guide about key elements which consumer applies at time of buying any product and
services.
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REFERNCES
Books and Journals
Alonso and et. al., 2020. COVID-19, aftermath, impacts, and hospitality firms: An international
perspective. International journal of hospitality management. 91. p.102654.
Antonio and et. al., 2019. Big data in hotel revenue management: exploring cancellation drivers
to gain insights into booking cancellation behavior. Cornell Hospitality Quarterly. 60(4).
pp.298-319.
Dann, D., Teubner, T. and Weinhardt, C., 2019. Poster child and guinea pig–insights from a
structured literature review on Airbnb. International Journal of Contemporary
Hospitality Management.
Dootson and et. al., 2016. Where do consumers draw the line? Factors informing perceptions
and justifications of deviant consumer behaviour. Journal of Marketing Management.
32(7-8). pp.750-776.
Hlee, S., Lee, H. and Koo, C., 2018. Hospitality and tourism online review research: A
systematic analysis and heuristic-systematic model. Sustainability. 10(4). p.1141.
Iyer, G.R. and Jarvis, L., 2019. CSR adoption in the multinational hospitality
context. International Journal of Contemporary Hospitality Management.
Jones, P., Hillier, D. and Comfort, D., 2016. Sustainability in the hospitality
industry. International Journal of Contemporary Hospitality Management.
Khoo-Lattimore, C. and Yang, M.J., 2018. A family for the holidays: Delineating the hospitality
needs of European parents with young children. Young Consumers.
Law, R., Chan, I.C.C. and Wang, L., 2018. A comprehensive review of mobile technology use in
hospitality and tourism. Journal of Hospitality Marketing & Management. 27(6).
pp.626-648.
Li, X., Ma, E. and Qu, H., 2017. Knowledge mapping of hospitality research− A visual analysis
using CiteSpace. International Journal of Hospitality Management. 60. pp.77-93.
Lub and et. al., 2016. The future of hotels: The Lifestyle Hub. A design-thinking approach for
developing future hospitality concepts. Journal of Vacation Marketing. 22(3). pp.249-
264.
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Min, S., So, K.K.F. and Jeong, M., 2019. Consumer adoption of the Uber mobile application:
Insights from diffusion of innovation theory and technology acceptance model. Journal
of Travel & Tourism Marketing. 36(7). pp.770-783.
Nusair, K., Butt, I. and Nikhashemi, S.R., 2019. A bibliometric analysis of social media in
hospitality and tourism research. International Journal of Contemporary Hospitality
Management.
Park, E.O., Chae, B. and Kwon, J., 2018. Toward understanding the topical structure of
hospitality literature. International Journal of Contemporary Hospitality Management.
Romero, J., 2017. Customer engagement behaviors in hospitality: Customer-based
antecedents. Journal of Hospitality Marketing & Management,. 26(6). pp.565-584.
Semeradova, T. and Vávrová, J.N., 2016. Using a systemic approach to assess Internet
marketing communication within hospitality industry. Tourism Management
Perspectives. 20. pp.276-289.
Verma, V.K. and Chandra, B., 2018. An application of theory of planned behavior to predict
young Indian consumers' green hotel visit intention. Journal of Cleaner Production. 172.
pp.1152-1162.
Xie, K.L. and So, K.K.F., 2018. The effects of reviewer expertise on future reputation,
popularity, and financial performance of hotels: Insights from data-analytics. Journal of
Hospitality & Tourism Research. 42(8). pp.1187-1209.
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