Hospitality Consumer

This report explores consumer behavior in the hospitality industry, focusing on the stages of decision making, the importance of mapping the path to purchase, and the differences between B2B and B2C decision making. It also discusses market research approaches and how marketers influence the decision making process. The case study used is Thurrock Hotel, located in Purfleet, UK.

Hospitality Consumer

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1 ...................................................................................................................................1
Covered in PPT............................................................................................................................1
ACTIVITY 2....................................................................................................................................1
P3. Stages in decision making journey of consumers..................................................................1
P4. Exploration about importance for marketers to map path of purchase addition to
understanding decision making of customers within hospitality sector......................................2
ACTIVITY 3....................................................................................................................................3
P5. Comparison and contrast about differentiation of decision making procedures in B2B and
B2C..............................................................................................................................................3
P6. Approaches for market research as well as methods.............................................................4
ACTIVITY 4....................................................................................................................................5
P7. Evaluation about ways marketers influences distinct stages of hospitality decision making
procedure......................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Hospitality consumer are mentioned to those citizens who purchases services and
products by entities performing operations in hospitality industry. Consumer behaviour studies
processes through which people or group of institutions chooses, acquires, uses and disposes
trade good, ideas, viewpoints and experiences for satisfying desires. In present era,
understanding consumers wants, willingness to pay, perceptions about products, ways through
which they chooses the commodities to buy and aspects to finalise buying process is essential for
all types of companies so to sustain in competition. To understand hospitality consumer
behaviour insights, Thurrock Hotel is selected that provides wide types of hospitality products or
services and is located at Purfleet, UK (Thurrock Hotel, 2019.). The report covers stages
connected with consumer decision making journey, significance of mapping path, differentiation
among decision making process for B2B and B2, difference approach of market research and
aspects through which marketers influences stages of hospitality consumer decision framing
procedures.
ACTIVITY 1
Covered in PPT
ACTIVITY 2
P3. Stages in decision making journey of consumers.
Consumer decision journey is demonstrated as a model which illustrates the ways
consumers goes through various stages for making buying decision. In this, actions of consumer
overlaps and repeats till making final decisions for a product (Altinay, Paraskevas and Jang,
2015). Through the decision making stages, Thurrock Hotel managers offers better along with
modified services to potential clients. Following are the stages that are related to final decision
making for product through which hospitality consumers goes through are underneath:
Problem recognition: Consumers takes initiations to recognise the needs and problems
for specific commodity and find solutions. Customer base of Thurrock Hotel is generally wide
who accredit problems or needs for leveraging packages concerned with accommodation for the
duration they will stay in hotel so that they can visit and enjoy surrounding locations.
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Information search: At this, customers starts collecting information about diverse
facilities, products or services that huge huge entities offers so to get solutions for the recognised
problems. In this context, customers of Thurrock Hotel takes advices and assistances from their
friend circle and visits organisational website for searching and gathering information.
Alternative evaluation: Herein, an individual identifies as well as evaluates wide options
and choices so to opt best option from the alternatives. At the time, customers of Thurrock Hotel
develops interest for particular package that entity offers, they further begins to compare
facilities and other services that are part of the package, for example, days of staying, types of
accommodations and transportation services with another business in identical industry.
Pre purchase: At the time, all relevant information are gathered and choices are
evaluates, customers of Thurrock Hotel makes choice of particular accommodation product or
service and makes budget according to the chosen option.
Purchase: In this, customers acquires or purchases commodities from the entity (Brunt,
Horner and Semley, 2017). Customers of Thurrock Hotel, customers are convenient to buy the
accommodation package and makes some part of the payments for the products or service they
will enjoy in upcoming timings.
Receipt: Customers in this phase receives the products for which they have payed
money. For the hotel such as Thurrock Hotel, the managers are responsible to avail the services
to key client.
Post purchase: The last phase in which consumers problems assesses understanding
through accepting services from the company and fills feedback form in the edifice. Managers of
Thurrock Hotel makes modifications as per received feedbacks for customers so that they can
offer better services to others in coming time.
P4. Exploration about importance for marketers to map path of purchase addition to
understanding decision making of customers within hospitality sector.
In real world, competition level is too high between companies that generally results in
influencing consumer decision making for the products of brand (Christie, 2017). Mapping
purchase path is important for marketers of Thurrock Hotel as it assist entities to gain insights for
common preferences of customers, increasing awareness of potential customers and setting
marketing strategies to promote distinct packages. Some of the factors that plays effective factors
or elements in influencing decision are:
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Influences of elements of marketing mix: Marketing mix involves factors of product,
price, physical evidence, process, place, people and promotion that assist marketers to realize
buying demeanor of ample target audiences. For this, marketers of Thurrock Hotel devises
framework so to utilise adequate methods or elements of marketing mix for grabbing attention of
potential customers for the organisational packages and services.
Influences of heuristics for devising decisions: Factors of heuristic are generally
connected with mental shortcuts that allows individuals to frame quick as well as effective
decisions. It involves psychological aspects through which clients settle for particular choice
effectively. It is generally an essential working of marketers of Thurrock Hotel to investigate
buyers decision making procedure and then present packages in front of them.
ACTIVITY 3
P5. Comparison and contrast about differentiation of decision making procedures in B2B and
B2C.
Within marketing function, the main role is played by two commercial transactions that
are B2B and B2C. The term B2B is defined to making sales for organisational offerings to other
businesses (Gao, Mattila and Lee, S., 2016). While the concept of B2C states selling products to
consumers only. The differentiation among both concept for the decision making are the
followings:
Distinguish basis B2B B2C
Purchasing decision In B2B, for making decision to
purchase product, managers of
other businesses evaluates
detailed information regarding
strategies, product, promotion
and price. In B2B marketing,
purchase decisions are taken
after analysing spending and
strategic importances by the
businesses.
In B2C, essential factors are
customers who makes decision to
purchase commodity after
recognising needs, gaining
information, evaluating alternatives
and makes final purchase. The
procedure involves less time to
make effective decision by
customers.
Market size decisions In B2B, Thurrock Hotel makes In B2C, decisions to selected
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marketing plan so to take
effective decision to choose
appropriate market size for other
businesses. The company
segments the entire market size
as per occupation, income level
and organisational values of
other businesses. For example,
Thurrock Hotel only offers its
services to those businesses that
earns revenue above £ 10500
million.
market are framed as per
demographic and behavioural
aspects in which mass market is
divided into distinct groups like
lifestyle, perception, income group,
purchasing power and motivational
elements. For example, Thurrock
Hotel managers offers its
accommodation facilities to
customers who have huge demand
for travelling and earns more than £
3000 million (Gbadamosi, 2017).
Decision making within B2C and B2B also have similarities too. With decision making
through both concepts, Thurrock Hotel managers hold backs associations with potential clients
through providing quality of services and market plans that assist to improve as well as make
better decisions for offerings to other businesses and customers. These both concepts are
essential transactions that helps in keeping the activities of business on path of success.
P6. Approaches for market research as well as methods.
Market research is defined as one of action that company undertakes for collecting
information in context to needs, preferences and decisions of customers (Horner and
Swarbrooke, 2016). For sustaining in dynamic market, it is significant to understand
investigation importance so to understand consumers requirements as well as offering them
demanded materials for satisfying the needs or problems. The marketers of Thurrock Hotel
constantly performs and investigation practices with defined purpose of analysing consumers
requirement within market such as framing utilisation of two forms that are named as B2B and
B2C. Following are the explanations:
Market research approach within B2B
As per B2B, relevant information is primarily gathered through using secondary sources
that is easily accessible within market as well as involves skill sets of communicative and
interpretive. This approach is cost saving as well as easily gathers information in easy format.
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Few market research methods used by Thurrock Hotel for collecting information regarding
purchase decision making about other businesses are underneath:
 Thurrock Hotel collects information by using web pages of another companies so that
they can collect basic idea of their operations and the ways they settle choices (Hudson
and Hudson, 2017).
 The another method is government agencies in which managers of Thurrock Hotel
collects required information by making effective contacts with various agencies and
collects viewpoints about the aspects that are used by distinct business to settle better
choices.
Market research approach for B2C
In this, sources connected with primary data are favoured by marketers of Thurrock Hotel
to collect information regarding decisions taken by consumers. Few methods in this context are
as follows:
 Using personal interviews, selected firm collects insights by asking questions directly to
the consumers about how they make their decision to purchase the organisational
offerings. In addition, marketers supports extensive time stretching within hospitality
sector.
 Surveys are other method through which Thurrock Hotel marketers performs
investigation practices so to ask questions and interacts with mass size of audiences for
understanding their perceptions and how they make decisions (Moutinho and Vargas-
Sanchez, 2018).
ACTIVITY 4
P7. Evaluation about ways marketers influences distinct stages of hospitality decision making
procedure.
Consumer learning is one of best practice to purchase commodities along with experience
effective services in hospitality sector (Nguyen and He, 2016). In context to Thurrock Hotel,
marketers imagines suitable occupations about suitable choices made by people through
essential data related to targeted population and diverse entities too. In this aspect, marketing
team of respective hotel performs activities by stretching more towards influences of some
phases of decision making activity within hospitality sector. Following are few approaches
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through which marketing team searches diverse determinants devising practices that are
underneath:
Cognitive approach: Such approach is one of psychological way which reminds about
reasoning, recalling, learning addition to using variants of language. With this approach,
marketers of Thurrock Hotel learns and researches about targeted population in business
concern. Moreover, with this approach, marketers influences decision making within B2B
through providing additional informations and implementing promotional plans that expands
efficiency of making determination by other businesses. Hence, it is essential to concentrate on
conduct of business and offering effective products to targetted audiences.
Behavioural approach: This type of approach is based on particular entity that searches
how purchases are executed on within company (Schütte and Ciarlante, 2016). In addition, it is
one of effective way for successfully learning customers determination for products of company.
Through this, decision making within B2C is influenced by Thurrock Hotel marketers by gaining
effectual insights about aspects that influences consumers to make decisions. They organise
advertisements that establishes a place in customer mindset as well as connects them with the
products in the stage of purchase that influences them to make acquisition determination.
Through this, it is fundamental for respective firm to think as per the way buyers think and them
provide them offerings in interactive manner that impacts on culture of individual as well as the
surroundings such that they prefers to buy the services as offered in hospitality industry.
CONCLUSION
The above report concludes that for knowing consumer behaviour, companies are
required to understand the reasons for which customers purchase something as well as what push
them for making buying decision. Behaviour of customers generally plays effectual role in life of
a marketer as through this they analyses stages of decision making that are recognition of
problem, gathering information, evaluation of choices and many more. With this, other
conclusions are also drawn for offering best quality commodities for capturing diverse market
share addition to revenues. Different market research approaches are surveys, government
agencies, web pages and personal interviews for gathering insight for decision making in B2B
and B2C. Influences by marketers are done by cognitive approach and behavioural approach to
alter decisions within hospitality industry.
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REFERENCES
Books and Journals:
Altinay, L., Paraskevas, A. and Jang, S. S., 2015. Planning research in hospitality and tourism.
Routledge.Brunt, P., Horner, S. and Semley, N., 2017. Research Methods in Tourism,
Hospitality and Events Management. Sage.
Brunt, P., Horner, S. and Semley, N., 2017. Research Methods in Tourism, Hospitality and
Events Management. Sage.
Christie, M., 2017. Changing consumer behaviour in Papua New Guinea: its social and
ecological implications. Canberra, ACT: Centre for Resource and Environmental
Studies, The Australian National University..
Gao, Y. L., Mattila, A. S. and Lee, S., 2016. A meta-analysis of behavioral intentions for
environment-friendly initiatives in hospitality research. International Journal of
Hospitality Management. 54. pp.107-115.
Gbadamosi, A. ed., 2017. Young Consumer Behaviour: A Research Companion. Routledge.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Nguyen, N. L. and He, A. Z., 2016. The ages, genders, positive comments, and likes as
predictors of facebook users’ buying intention: An insight into the difference of age and
gender. Imperial Journal of Interdisciplinary Research. 2(2). pp.242-53.
Prebensen, N. K., Chen, J. S. and Uysal, M. eds., 2018. Creating experience value in tourism.
Cabi.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Online:
Thurrock Hotel. 2019. [Online]. Available through: <https://www.thurrockhotel.co.uk/>
Backer, E. and King, B. eds., 2015. VFR travel research: international perspectives (Vol. 69).
Channel View Publications.
Gibson, P. and Parkman, R., 2018. Cruise operations management: Hospitality perspectives.
Routledge.
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