This presentation explores the factors that impact consumer behaviour and culture in the hospitality industry. It discusses the role of digital technology and its impact on consumer trends. The presentation also highlights the importance of effective marketing strategies to meet the changing requirements of customers.
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Hospitality consumer behaviour & insight
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Table of Content Introduction Different factors that impact behaviour and culture Impact of digital technology Conclusion References
Introduction Consumer behaviour tends to undertake the effective decision making of customers by considering the needs, taste, requirements, preferences and knowledge. It is essential for each and every organisation to consider the effective behaviour of customers as it is quite complex and every individual has their own perspective considering the effective consumption of commodities. Hence, effective consumer behaviour analysis is the prominent technique which is helpful in effective marketing of products in terms of meeting the targets and sales.
Different factors that impact behaviour and culture Consumer behaviour tends to undertake prominent activities that are related with effective buying, purchasing, using and disposing of commodities. It tends to consider the effective marketing decisions which is based on the knowledge and experience of customers. Few factors that has major impact on consumer behaviour are mentioned as: Social:Humans are considered as the social beings and they live around various individuals who tends to impact the buying behaviour. Personal:These factors impact the buying behaviour and also differ from individual to individual in terms of having their own perspective towards the behaviour of customers.
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Continue... Psychological:These factors are quite difficult to measure but powerful in terms of influencing the purchasing decision as it undertake various factors like learning, motivation, perception and attitude. Cultural:These factors are linked with the set of technologies, values and ideologies and also belongs from the specific community. Hence, it is important for the hotel to consider all these factors because these has major impact on the running and functioning of company. For this, the marketers of Waldorf Hilton undertake these factors before offering and launching services in market.
Impact of digital technology Consumer trends undertake the modifications in the behaviour, opinion, beliefs and so on considering the expectations of clients. For this, information technology plays an important role and prominently impact the changing trends of customers. Digitalisation tends to force prominent trends that are mentioned as under: Increased usage of social media:Digital technology and effective information tends to undertake prominent changes within the habits and buying behaviour of individuals. Wide use of online bookings:Use of digital technology tends to change the way of bookings in hotels and transportation.
Continue... Reviews of customers:With the help of internet, customers can effectively write their feedback and give some sort of suggestions that can create both positive and negative image of hotel. For this, customers are free to write anything regarding the hotel like ratings, reviews and their experience. Hence, failing meet the requirements of customers tends to put negative impact on the image and reputation of company. Therefore, the marketers of Waldorf Hilton tends to put emphasis on meeting the preferences and expectations of customers to improve their goodwill. Therefore, digitalisation tends to change the buying behaviour and trends that prominently impact the respective industry in wide manner. To meet the changing requirements of customers, marketers of Waldorf Hilton take effective initiatives towards the operations of hotel.
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Conclusion By undertaking the above discussion, it is identified that the prominent objective of company is to earn maximum profitability by considering the needs and preferences of customers that tends to impact the overall working structure. For this, effective approaches are used to conduct research regarding the perspective of customers like questionnaire, feedbacks, survey and so on. Along with this, mapping an effective path is important for customers as it is helpful for hotel to face and overcome the prominent challenges.
References Rather,R.A.andSharma,J.,2019.Dimensionalityandconsequencesofcustomer engagement: a social exchange perspective.Vision. 23(3). pp.255-266. Rather, R.A., Najar, A.H. and Jaziri, D., 2020. Destination branding in tourism: insights from social identification, attachment and experience theories.Anatolia. 31(2). pp.229-243. Simillidou,A.andet.al.,2020.Engaginginemotionallabourwhenfacingcustomer mistreatmentin hospitality.JournalofHospitalityand Tourism Management.45. pp.429-443. Volgger, M. and Pfister, D. eds., 2019.Atmospheric turn in culture and tourism: place, design andprocessimpactsoncustomerbehaviour,marketingandbranding.Emerald Publishing Limited.