Hospitality Consumer Behaviour and Insight

UNIT 19
HOSPITALITY
CONSUMER
BEHAVIOUR AND
INSIGHT
Table of Contents

INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
COVERED IN PPT................................................................................................................3
LO2..................................................................................................................................................3
P3 Stages of consumer decision making journey and map a path to purchase for given
hospitality service...................................................................................................................3
P4 Explore map a path that is important to marketers for understanding decision making in
hospitality sector.....................................................................................................................4
LO3..................................................................................................................................................5
P5 Compare and contrast key difference of hospitality decision making process in context
B2C and B2B..........................................................................................................................5
P6 Evaluate different approaches to market research and methods to understand decision
making....................................................................................................................................7
LO4 .................................................................................................................................................8
P7 Evaluate how marketers can influence different stages of hospitality decision making
process....................................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality consumer behaviour includes the study of the consumers and the tourists in
the several touristic places and leisure such as hotels, amusement parks, transportation sector
etc. In this consumer behaviour can reflects the perception and requirements of an individual
person by using demographic, behavioural, geographical factors that also helps the hospitality
industry to easily understand the customers and enhance their sales and profits. For completing
this project Intercontinental Group of hotels is the company that is the British largest hospitality
company in UK, having 5900 hotels in around 100 countries. The company was founded in 15
April, 2003. This report involves the varieties of factors that influence the hospitality consumer
behaviour and their attitudes by using cultural, social, personal and psychological factors. It also
includes the path that reflects the purchasing and decision making of consumers regarding
hospitality industry. Further it involves the various stages that influence consumers in hospitality
sector using effective methods, so that high amount of profits can be gained.
LO1
COVERED IN PPT
LO2
P3 Stages of consumer decision making journey and map a path to purchase for given hospitality
service
Consumer journey map refers to a visual map that helps the marketers to outline the
experience of customers for making long term relationship. There are various stages which
includes in the consumer decision making journey so that company easily identify the consumer
knowledge by taking the accurate decisions and also understand their feeling, judgements
regarding the products and company so that influencing their buying decision can be easy by the
Intercontinental hotels(Xiang, Magnini and Fesenmaier, 2015). The stages can be shown below:
 Need recognition- It is one of the essential stage of consumer decision making process,
this state that no purchase can be made if consumers are not recognising their needs and
desires to buy the goods. In context of Intercontinental group of hotels, they built the
brand awareness at this stage in the consumer mind so that they make the purchase and
retain with the company(Gursoy, 2019).

 Information search- It is the process of recalling the past data and stored in the system
or memory. In case of Intercontinental group of hotels, Buyers or consumers directly
connect with the company to research the products and service they delivered so that they
take the decision of purchase. Consumer can gather the information via using
advertisement, websites, SEO or the experts and professional of firm.
 Evaluation search- It is another significant step where buyer can evaluate all the brands
and products on the basis of specifications that serve the best benefits according to their
requirements. In this manager of Intercontinental group of hotels do their advertisements
with effective comparison with other industry and their offerings so that customers can
easily choose the best one out of many options and this also helps the company to
formulate the customers choice towards them.
 Purchase decision- It refers to that stage where consumer decision for buying can taken
place. This is very exciting aspect for consumer point of view as they approach to buy the
goods and fulfils their requirements. In this intercontinental group of hotels, manager can
assure that the consumer who buy the services can enjoy the high and all their
requirements are fulfilled as the best.
 Post purchase Behaviour- It is the last stage of the consumer decision making process
where consumer can thinks and acts after buying something. In this they reflects whether
they are happy or not. In context of Intercontinental group of hotels, they can review the
customers purchase either they are happy with it or not and if not then they modify their
services in future terms so that company successfully gain the profits and high customers
base for longer period of time(Mohammed, Guillet and Law, 2015).
P4 Explore map a path that is important to marketers for understanding decision making in
hospitality sector
It is very essential for the hospitality sector to effectively reach their customers and
influence them to their buying decisions. Making a customer decision making journey path helps
the hospitality sector to provide the informational about the customers wants and needs so that it
is easy for the intercontinental group of hotels to understand them and get the high returns for
long time. It involves the importance of making map a path for the Intercontinental group of
hotels that can be shown below: