Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................3
P1 Investigate the different cultural, social, personal and psychological factors that
influence consumer behaviour and attitudes within a hospitality context.............................3
P2 Explore how consumer trends are changing due to the impact of digital technology......5
TASK2.......................................................................................................................................6
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service..............................................................................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
TASK3.......................................................................................................................................8
P5 Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B, using specific hospitality examples........................................8
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.........................................................................10
TASK4.....................................................................................................................................11
P7 Evaluate how marketers can influence the different stages of the hospitality decision-
making process giving specific hospitality examples..........................................................11
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................13
Books and journal................................................................................................................13

INTRODUCTION
Consumer behaviour can be defined as an investigation which is related to
establishment of relationship between the businesses in order to fulfil a cycle of purchase.
The current business environment is changing continuously which also impact on the
consumer behaviour of hospitality organisation (Buhalis, 2019). For attracting the customer it
is essential for the business entity dealing with the hospitality industry to manage the
consumer behaviour by using different techniques. In relation to the current report the chosen
organisation is Ibis hotel. It is a brand of economy hotel which is owned by Accor. This was
created in 1974 and become a economy mega brand in 2011 where the launched Ibis style
and budget hotels. Relation to the current report there is discussion about the impact of
culture social personal and psychological factors on the behaviour of purchaser. This also
includes changes in customer trends because of digital technology and analysis of customer’s
decision-making process by mapping the path for hospitality. Along with this there is various
kind of discussion on the marketing for customer decision making and business to business
and business to consumer decision making process.
MAIN BODY
TASK1
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context
It is important for hospitality organisation to identify the cultural social personal and
psychological factors which are impacting on the behaviour of employees as well as
customers within market. This is because, there are various functions which are to be
performed by the manager and are related to these factors by which customer are impacted.
All these are discussed below:
Social factors:
These are those factors which are related to the society and the climate of the area
where the organisation is working. This is impacting on the organisational function in a direct
manner. These are listed below:

Reference gathering: In context of this factor that include the gathering which are
related to the intensity which impact the behaviour of customers. Here because of intense
gathering customer can change their mine in hospitality industry and then shift to the other
(Chatterjee and Pandey, 2019).
Family: Is also a factor which impacts the choice of a person while choosing a
hospitality organisation. Person is going on a family vacation that it will choose that kind of
hospitality form which is related to family type accommodation with higher number of
rooms.
Job and status: Economic capacity is also a social factor within an individual's
behaviour for a hospitality organisation which also impacted on the decision. Under this
individual has to identify its status for choosing hospitality. Ibis hotels provide budgeted
hotels which can be afforded by each and every individual.
Individual factor
It includes those factors which are related to the personal views of individual. These
factors directly impact on the decision where the customer uses them for their personal
satisfaction. Some of these are discussed below:
Age and life cycle stage: this is a major factor with individual factors which impact
the choice of individual for hospitality. Here, old age bring needs which are related to more
comfort where young one will choose adventurous hospitality system (Gunden,, Morosan and
DeFranco, A., 2020).
Occupation: occupation is also individual factor which impact on the decision
making ability of individual while choosing and hospitality services. For instance, business
class person will choose high class hotel where are middle occupational person will choose
budgeted hotels.
Social group
Include all those gathering which are directly related to the behaviour of individual.
Under this all the comparative cultures are covered which make it count higher for an
individual.