Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION ...............................................................................................................................3
PART A (PPT).......................................................................................................................................3
TASK 1 ................................................................................................................................................3
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context..................................................3
M1 Analyse how cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes are changing and driving trends in hospitality......................................4
D1 Critically analyse the emerging trends in consumer behaviour and attitudes using specific
examples from the hospitality industry to support your arguments............................................4
P2 Analyse how consumer behaviour trends is Changing due to the impact of digital technology.
.....................................................................................................................................................4
PART B.................................................................................................................................................5
TASK 2 ................................................................................................................................................5
P3 Analyse stages of consumer decision making journey and map path to purchasing in context
of hospitality................................................................................................................................5
M2 Evaluate how marketers are responding to the decision-making process, applying relevant
examples from the hospitality sector...........................................................................................7
D2 Critically evaluate the application of appropriate theories, concepts and models that influence
and impact upon the hospitality decision- making process, supported by specific hospitality
examples and contexts.................................................................................................................7
TASK 3 ................................................................................................................................................9
P5 Compare difference between decision making process of B2B and B2C along with specific
hospitality examples....................................................................................................................9
P6 Discuss various market research approaches and methods of decision making ...................9
M3 Provide a coherent and justified evaluation of how different factors influence hospitality
decision-making and buying behaviour, supported by specific hospitality examples..............10
TASK 4 ..............................................................................................................................................11
P7 Assess how marketers can determinant various level of hospitality decision making process.
...................................................................................................................................................11
M4 Critically evaluate how marketers influence each stage of the decision-making process with
reference to relevant methods and models applied...................................................................11
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13
Books & Journal:......................................................................................................................13

INTRODUCTION
Hospitality sector is rising at rapid scale and it has become essential for hotels to produce
service in most appropriate way. Consumer behaviour refers to activities of customers within
market & examining of purpose of those actions. The Montcalm Hotels, a group of luxury hotels
, headquartered in U.K. The hotel group has ample number of branches worldwide and operates in
at wider scale. This report comprises of different factors that influence consumer behaviour, change
of consumer trends, stags of consumer decision making, importance for mapping to purchase &
consumer decision making, comparison between B2C & B2B, different approaches to market
research and impact of marketers on different stages of hospitality decision making process.
PART A (PPT)
TASK 1
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context
In hospitality industry, consumers, guests are being considered as most important part of
firm. In market, there are various types of factors which affects the consumer behaviour as well as
attitude. It is crucial for enterprise to focus and understand the behaviour of consumer in proper
manner. This is because services are affected by attitude of consumers. So, factors which impact
upon consumer behaviour are discussed below-
Cultural factor- It is a factor in which it comprises of values, beliefs, etc. which are to
be focused by everyone in society and community. The culture is being considered a basic element
which impact upon behaviour of consumer because consumer comes from different form of cultures
accordingly they use products and services. For example- people with rich social class has
perception of buying very luxury products and services (Dahiya, 2018) This affect their perception
as well as attitude both at larger context as in hospitality sector services are offered by proper
analysing culture of a individual.
Social factor- It refers to group of people, society, community that affects the behaviour of
consumer. It is often seen that people mostly use service in market depending on social activities.
In relation with hospitality sector, the decision of people get impacted by other social course of
action (Dotzel, 2016).
Personal factor- This is another factor which affects the decisions making & attitude of
consumer. This is because it rely on perception of a person to person. This element includes family,
friends, income etc. which through which attitude of consumer is being affected. In hospitality

sector, services are used by individual depending upon their level of income, exceptions etc.
Psychological factor- It is also being viewed as crucial element & most effective one
because it affects consumer attitude & behaviour at depth. This element involves, attitude, learning
by observing others, beliefs etc. In context of chosen sector, it does affects consumer because
people purchase and use products as well services after they are aware about brand through
promotion, advertising etc.
M1 Analyse how cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes are changing and driving trends in hospitality
Cultural factors are changing and driven trends in hospitality industry as because this
element includes values, morals, traditions, etc. according to which services are provided to
customers on the basis of these factors. Then social factor is also being considered as driven trends
in hospitality because these involves buying habits, family size, structure, religion which affects the
customers buying behaviour. Further is personal factor in which it includes sense of control,
place attachment, goals etc. Every person is different from each other & accordingly their
purchases the product or service (Huynh, 2020). Now a days services in hotels are customizable
depending upon need of users. Psychological factors are those which comprises of motivation,
learning, observing others, motivation, socialization etc. These too impacts the mind of consumer
decisions while purchasing because they are motivated by other to purchase a product.
D1 Critically analyse the emerging trends in consumer behaviour and attitudes using specific
examples from the hospitality industry to support your arguments
There are various emerging trends in hospitality industry such as consumers are becoming
more aware about their health and becoming health conscious. Another emerging trend is
community driven in which depicts that people are coming together to help each other in this
pandemic situation of COVID 19. So, all consumers suggests to community, societies to eat which
type of foods.
P2 Analyse how consumer behaviour trends is Changing due to the impact of digital technology.
Technology has become important in business as sector and is affecting mind of consumers
and individual. With rise of competition, it use of internet & technology has widen the scope of
business activities at wider scale. Digital technology includes resources, electric tools, systems
that are used for storing information and data. In reference with The Montcalm Hotels, they uses
digital technology at all aspects mostly for promoting their brand, services worldwide. For