Consumer Behaviour and Insights in Hospitality

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
1

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.
2
Illustration 1: Consumer Buying decision making Process, 2018
Source: Consumer Buying decision making Process, 2018.