Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION................................................................................................................................3
PART A (PPT).......................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Examine different cultural, social, personal and psychological factors that impacts consumer
behaviour and attitudes within a hospitality context.......................................................................3
P2 State how consumer behaviour trends is Changing due to the impact of digital technology.....4
PART B.................................................................................................................................................5
TASK 2 ................................................................................................................................................5
P3 Explain stages of consumer decision making journey and map path to purchasing in context
of hospitality....................................................................................................................................5
TASK 3 ................................................................................................................................................7
P5 Examine difference between decision making process of B2B and B2C along with specific
hospitality examples........................................................................................................................7
P6 Discuss various market research approaches and methods of decision making ........................9
TASK 4 ..............................................................................................................................................10
P7 Assess how marketers can determinant various level of hospitality decision making process 10
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12
Books & Journal:...........................................................................................................................12

INTRODUCTION
Hospitality business is rapid scale with change period of time. Consumer behaviour is
defined as studying the insight behaviour of consumer according to which they act (Rodríguez-
Torrico, 2017). In hospitality sector, it is important to be aware abut consumer behaviour so that
demands and requirements are me. Hallmark Hotel, a five star hotel headquartered in U.K. The
hotel is owned by Topland group investment company. This report comprises of several factors the
affect consumer behaviour, change in consumer trends, aspects of consumer decision making,
difference between B2C & B2B , various approaches of market research & effect of marketers on
several stages of hospitality decision making.
PART A (PPT)
TASK 1
P1 Examine different cultural, social, personal and psychological factors that impacts consumer
behaviour and attitudes within a hospitality context
Business environment has deep impact on business and they makes it difficult for
enterprise to carry out functions and operations. There are several types of elements which impacts
upon consumer behaviour at wider scale. By properly understanding these factors, it is easy to take
decisions within a business. So, different factors affecting behaviour are discussed below-
Cultural factor- IN this factor, it includes beliefs, shared values, religion etc. which
affects the behaviour of consumer at deeper level because consumer chooses the products or
services depending upon their surrounding culture. For example- In many cultures, people prefers
to eat vegetarian foods and accordingly others act. It reflects their mind set and thinking of their
action (Palihawadana, 2016).
Social factor- It is another element in which it involves group of people,society etc. This
depicts that when buying decisions is made by consumer, the presence of others makes it difficult
for them to buy product or service. Such as family, role, status affects the behaviour of customer at
larger level.
Personal factor- In this, it states the elements like income, friends,occupation life cycle,
personality etc. Consumer buy product or services by considering these personal factors. It is often
seenb income is most affected personal element which change the decision process of consumer in
market.
Psychological factor- In this, it is most effective factor because it includes perception,

learning, motivation, attitude etc. The decision process of buying is made by consumer on daily
basis. Whenever a consumer is thinking about purchasing the product, they first analyse whether
service or product is enough to satisfy their needs or demands or not. Moreover, they purchases
same after observing or examining others for example- most of consumer purchases products after
watching advertising, promotion etc.
P2 State how consumer behaviour trends is Changing due to the impact of digital technology.
The hospitality sector and consumer behaviour both are changing at wider scale. This is
because of rise in competition level among same industry, available of more alternative options of a
product or service and change in technology. In this digital era, people and consumers are
dependable and focused towards use of digital technology which is also changing their behaviour as
well attitude. IN relation Hallmark Hotel, they have been also using technology and tools in their
business with aim of targetting and audience & business resources (Roy, 2016).
With rise of digital technology, behaviour of consumer trends in changing because they
focuses on online services such as room booking, reservation, discounts, food delivery at place etc.
In business point of view, they are implementing new sources of technology so that they are able to
retain customers for longer period of time. There are many ways through which digital technology
has impacted upon consumer behaviour which are explained below-
Alexa- This is invention of Amazon, which is used by every business sector to get
information or data ,of a particular field in any language. It is being viewed as virtual assistant AI
technology which can control any smart devices used by consumers. In context of Hallmark hotel,
they also uses Alexa for understand the languages of customers which comes all around the world
so that language barriers does not arise. This has affected consumer behaviour as it assists them in
gaining credentials about food, destinations, hotels etc. (Roy, 2020).
Social media platforms- It is another impact of digital technology over consumer behaviour
as in this people are more active on social media platforms such as Facebook, YouTube, Instagram
through which they gain information around the world. In relation with Hallmark hotel, they too
use social media platforms which help them to get insight of behaviour as well as attitude of
customer so that best services are provided to them so that demands are met at appropriate level.
Also, traditionally feedbacks was given on paper whereas in modern era of digital technology,
customers give feedbacks on social websites.