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...........................................................................9
TASK4.....................................................................................................................................10
P7 Evaluate how marketers can influence the different stages of the hospitality decision-
making process giving specific hospitality examples..........................................................10
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12
Books and journal................................................................................................................12

INTRODUCTION
Consumer behavior signifies the provision of services that is given to its user and
there is a relationship among business for fulfilling the need of its user. The present
environment of organization is dynamic which imposes direct impact on behavior of
consumers within hospitality sector. For attracting large number of user, it is very important
for organization to handle behavior of consumers by adopting various techniques. In context
to present report, the selected organization is Claridge Hotel. It is well-known hotel and there
are around 197 rooms with 11 suits and this hotel was located in UK. In this assignment, it is
necessary to provide discussion regarding influence of culture, social as well as psychological
factor that impose direct influence on purchasing behavior of individual person. It also
involves changes in trends and need of customers by using digital technology and also
assesses the process of decision-making by its user within hospitality sector. In addition to
this, there are different types of explanation regarding decision which is taken by user during
particular phase of time period (Babakhani, Ritchie and Dolnicar, 2017).
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 significant for Hospitality Company to assess cultural, psychological, social as
well as personal elements which imposes direct influence on behaviour or attitude of
subordinate and its user at marketplace. There are different kinds of function which must be
carried out by its management team that are connected to this kind of factor which influence
its user. There are various factors which are going to be mention below:
Social factor these are considered as those kinds of element that is related to society
and its climate in which the company perform its work. Thus, it imposes direct influence on
function of organisation in an appropriate manner that is going to be discussed below:
Reference gathering in reference of this element, it involves gathering that is
connected to intensity which impose direct influence on behaviour or attitude of its user.

Therefore, for increasing gathering of its user can alter mind of individual person within
hospitality sector and switch to other hotel.
Family it is considered as other factor that influence on choice of individual person
within hospitality sector. The person who wants to go for a family holiday, their focus is on
selecting that type of hospitality sector that is connected to kind of family accommodation
with luxurious room facility.
Job and status Economic capacity is the other social factor that imposes direct
influence on behaviour of individual person within hospitality sector that is also helpful in
taking decision. Herein, the individual person focuses on assessing its status in order to select
hospitality sector. Therefore, the chosen hotel is considered as a hotel which is affordable by
individual person during particular phase of time period (González, Sánchez and López-
Guzmán, 2016).
Individual factor it involves element that is connected to personal opinion of
individual person. This element impose direct influence on decision taken by its user for their
satisfaction that is going to be mentioned below
Age and lifecycle stage it is determined as main element which imposes direct impact
on attitude or behaviour of individual person within hospitality sector. For example, old age
persons require more comfort in comparison to young one will select adventurous hospitality
sector.
Occupation is other element which imposes direct effect on decision taken by
individual person while selecting hospitality sector. For example, business person will select
luxurious room in comparison to other person they assist budgeted hotel for their vacations.
Social group it involve gathering of individual person that is connected to behaviour
or attitude of them. Herein, there are various social groups which is going to be mentioned
below:
Social class it is considered as other element which imposes direct influence on
ability or attitude of customer within hospitality industry. There are various types of social
class which differ individual person from another. It enforces direct impact on capability of
its user and taking decision which will be beneficial in future period of time.