Hospitality Consumer Behaviour Insight

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Covered in PPT............................................................................................................................1
LO 2.................................................................................................................................................1
Demonstrating ability to map a path to purchase in a hospitality context, including the
decision-making process..............................................................................................................1
LO 3.................................................................................................................................................4
Evaluating appropriate forms of research to understand influences on the hospitality consumer
decision-making process..............................................................................................................4
LO 4.................................................................................................................................................6
Evaluating how marketers influences distinct stages of hospitality consumer decision making.
......................................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The study about people and the way they make decisions about purchasing, makes real
time usage of commodities to meet the personal needs effectively is termed to consumer
behaviour (Altinay and Taheri, 2019). Similarly. Insight is said to capability for gaining deep as
well as exact understanding about some others choices. It include buyer's behavioural, emotional
addition to mental responses which follow all their aspects. For this report, Old Parsonage Hotel
has been contemplated that is located at Banbury, Oxford, UK. The management team of the
hotel performs activities to combine primary appeal as well as quality with indulgence, comforts
and technology for providing services which are convenient for huge customers. The report
covers abilities for mapping buying path with context to sector of hospitality. It also involve
appropriate research forms and ways distinct stages within hospitality consumer purchasing is
influenced by marketers.
LO 1
Covered in PPT
LO 2
Demonstrating ability to map a path to purchase in a hospitality context, including the decision-
making process
Stages of consumer decision making process and mapping purchase path
When customers gets indulge in identifying their needs, gathering data, recognising
choices, evaluating them as well as takes purchase decision is said to the consumer decision
making trip. Consumers are lifeblood for all entities' existence as they empowers them in
determining emerging trends an assist marketers to launch innovate service or package within
hospitality industry (Cockayne, 2016). Old Parsonage Hotel marketing team must investigate
various market circumstances where consumers behave differently towards particular products.
Understanding consumer behaviour will help marketers to position substantial trade good and
unsubstantial facilities for audiences as targeted in market. The institutional administrations have
introduced a holiday package to providing accommodation services that target market expects
have analysed series of stages that are associated with decision-making journey of targetted
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clients with the objective to carry forwards other tasks. The journey for decision making is as
defined:
Need recognition stage: Customers first recognises the needs towards particular product
to initiate steps to find solutions. Old parsonage Hotel have diverse customer base who accredit
the needs to leverage accommodation package for the time they will stay to enjoy various places.
Information gathering: Customers begins gathering information for products that are
offered by various hotels for seeking solutions that will resolve needs. For this, customers visits
organisational websites and takes advises from their social gang to gather information.
Advertisement agency that is hired by Old Parsonage Hotel makes various advertisement
templates that includes all information about packages that are offered which benefits customers
while collecting data.
Alternative evaluation: During the course, customers identifies and evaluates various
choices or options and later opts one options that will provide satisfaction in maximum quantity.
Alternatives are gathers from list of hotels and evaluations are done through comparing price
structure, reviews, service quality together with offered service. When customer develops
interests with package provided by Old parsonage Hotel, further they begins comparing facilities
provided within the package such as transportation services, days of trip and accommodation
services with other firms in identical sector.
Pre purchase stage: The moment information is gathered as well as evaluation of
choices, customers begins making pre purchase decision for one of the choice and frames budget
according to the option (Erevelles, Fukawa and Swayne, 2016.).
Purchase stage: At the phase, Customers are eager to acquire the commodity or service.
The clients with Old Parsonage Hotel, books holiday package offered by entity through making
some portion of payment in advance for using the facilities in coming time frame.
Receive stage: The facilities that were promised while booking packages are provided to
customers. They receives the promised services and enjoys facilities that results in need
satisfaction.
Post purchase stage: Te stage is related to the evaluation that whether the product or
service was effective enough to satisfy recognised needs. In Old Parsonage Hotel case,
customers who have received the facilities of holiday package provides feedbacks to the entity
which brings development within the services or facilities by hotel management.
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