Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1 (PPT)......................................................................................................................................3
P1 Different cultural, social, personal and psychological factors which influences consumer
behaviour and attitudes within a hospitality....................................................................................3
P2 Consumers trend changing with the impact of digital technology.............................................4
TASK 2.................................................................................................................................................5
P3 Discuss different stages of consumer decision making journey to purchasing ........................5
P4 Examine why it is necessary for marketers to map a path to purchase & understand consumer
decision making in hospitality industry...........................................................................................7
TASK 3 ................................................................................................................................................8
P5 Examine difference between decision making process of B2B and B2C .................................8
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
The hospitality sector has been changing with rapid scale & is evolving with time period. It
has become essential to focus on this market situations so that decisions making is carried out in
proper manner. This sector mainly focuses on providing of services such as lodging, events,
weddings etc. Main aim of this report is to understand the consumer behaviour in hospitality sector.
Four Season Hotel and Resorts, headquartered in Canada. This hotel provide ample number of
services such as Wi-Fi, online room booking & cancellation etc. It has many competitors such as
The Ritz Carlton, Mandarian Oriental, etc. This report comprises of factors affecting consumer
behaviour, change of consumer trends, stages of consumer decision making journey, importance
of marketers to map a path to purchase, comparison & contrast between B2C & B2B, different
approaches to market research and marketers influencing different stages of hospitality decision
making process.
TASK 1 (PPT)
P1 Different cultural, social, personal and psychological factors which influences consumer
behaviour and attitudes within a hospitality
Business environment refers to the sun of collection of all external and internal factors like
customers need and expectations, management, client, owners, innovation in technology, social
trends, economic change, supply and demand, employees, suppliers etc. Such these factors affects
the company business directly or indirectly. It is essential to analyse and learn the customer
behaviour and their attitude. Aras, 2017).This analysis helps in making decision in hospitality
industry. There are some of the factors which are discussed further.
Cultural factors- It gives the view towards the life. It comprises of the understandings,
assumptions, goals and shared values from the earlier generations and which are passes into
upcoming generations. This factor also depends upon the climate, religion, legal system and
languages. Which is helpful in learning the attitude of the customer towards the related hospitality.
For example Four Season Hotel and resort is in the hill station places where there is low
temperature then this types of hotels are heavy customer in the hot season when everyone go for
vacation to hill station to enjoy the cold in summer (Batum, 2016). Such that the main activity
which are customer wants with such types of hotels which can provide the luxurious stay during
their vacations. In opposite to this when the hotel is in like near the river bank then it will have
customer in every season in whole year where the customer wants to come there and enjoy the place
due to having the river bank they love to enjoy the place with their family and love once. Such type
of culture are there in every place where there are many differences in the culture and customer love

to enjoy the different culture for short period of time.
Social factor- This factor involves the perception of people and society communities etc.
This type of factor effects directly the attitude of the customer for the purchsing decision towards
the hospitality product and services (Block, 2016). In this hotel need to target the small group or
families and th e business people who came these places to enjoy their vacations either alone or
with their love once and many business meeting held there which called work with enjoyment
which generally attracts the customer.
Personal factor- It is one of the important factor which effect the customer decision for
avail the services and product of the brand. Every customer having the different traits, personal
reason, and behaviours basis for making the decision. It includes generally the income, life cycle
and status of the customer. The personal factor is important to analyse the customer behaviour
which directly affect the decision of the customer.
Psychological factor- It is also crucial factor which directly affects the decision by mind set
of individual like attitude and thinking etc. In context to this factor customer first analyse the people
who are availing the product or services which they want to enjoy so they can make decision
accordingly. Such type of factor should be known and examined for understating the customers
mind and their decision for availing the services (Dudin, 2018).
Therefore, one can say that the above discussed factor should be understand and well
analysed to understand the behaviour of the customer to sell out your services and which will help
you in making strategies according to the mind set of your customer. The manager duty is to apply
these information according the hotel and their target customer which can help in increasing their
customer and the business.
P2 Consumers trend changing with the impact of digital technology (PPT)
Digital technology is having a big impact on the consumer trend which can easily seen by
you and your surrounding. Where everything is going to be advanced with the help of the
technology (Javornik, 2016). Consumers love to get upgrade with the technology which give the
excitement and many goose bumps when they get in touch with the latest technology where they
learn new thing about the latest tech. The Four season Hotel and restaurant need to get updated with
the new technology where they can able to satisfy their customer and which also helps in attracting
their target customer. There are many ways thorough which technology is changing and having
impact on the customer mind.
Using Mobile Application – This is one and first important way through which customer
are getting in touch with the technology which can affect your business directly in just few times.
Through the mobile application your customer are able to access about your hotel easily which