Analysing Consumer Behaviour in the Tourism Sector: Britannia Hotels

This essay provides an in-depth analysis of consumer behavior within the tourism industry, using Britannia Hotels as a case study. It examines contemporary perspectives on consumption, individual decision-making processes, the significance of perceptual processes, and societal influences on consumers. The report also identifies shifting future trends in consumer behavior, particularly in light of the Covid-19 pandemic, highlighting the increasing importance of hygiene, sanitization, and value for money. The study concludes that understanding these factors is crucial for businesses like Britannia Hotels to meet customer expectations and enhance revenue.

Understanding
Customers

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Define the contemporary perspectives on consumption.............................................................3
Describe the individual decision-making and their involvement................................................4
State the significance of perceptual process to analyse the consumers......................................5
Analyse consumers in the society...............................................................................................5
Where does the future trends are shifting in the behaviour of consumers..................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Understanding the customers has an importance in the organisation, by knowing about
the customers they can conclude to different aspects. There are different perceptions in
understanding them for a firm so that they can satisfy the needs as well as wants of their
customers. In this concern to understand them has a concentration on the knowing everything
that is needed by the marketer so as to understand the thoughts of the customer. It is to be
evaluated that the customer behaviour is a significant aspect for the company so that they can
manufacture the goods and services as per their own expectations. The company chosen for this
report is Britannia hotels which has its headquarters based in England, UK. This firm is related to
the tourism industry where the firm has to give different services of serving rooms and facilities
to their customers (Asadi and et. al., 2022). This report is having a deep description on
understanding customers in a form of essay which includes the different influences in the tourism
industry.
MAIN BODY
Define the contemporary perspectives on consumption
It is to be known that the consumer consumption is relied on different types of factors in
the relation to divorcement. There is deep research that describes that the micro factors have an
effect on the consumption of the goods and services in the business. There are different types of
conditions that may give more as well as less influence on the customer's behaviour over the
buying of the goods and services by any customer. It is found that the different macro factors
have an effects over the influence of the consumer's consumption. This is really necessary that
the organisation has to identify the different perceptions and behaviour of the customer in the
form of behaviour, attitude, buying decision, demand, perception, choice, trends and etc. In the
context to a tourism sector there is a finding on the perspective of the consumer's consumption
relies on three different external drivers that can influence the public in their purchasing
behaviour (Tesfom and Lutz, 2022). For an example, Britannia hotels which is a tourism sector
has a lot of significance for the marketer so as to know about the behaviour of their customers. It
is to be evaluated that the personal experience plays a vital role in the buying decision of the
customer especially in the services of the firm. The tourism industry has to be impacted most by
this as they face a changing trend in the public which affects them directly either positively or

negatively. In the relation to the contemporary perspectives in the consumer's consumption
which is based on the tourism industry it is found that the public has an interest for travelling out
of the town so that they can enjoy their weekends have a leisure time spend. It is to be found that
they tourism industry has an affect on various behaviour up to the broad range due to reliance of
the tourism industry in the different types of present trends and different perceptions that are the
concerns of the consumers.
Describe the individual decision-making and their involvement
It is to be evaluated that the purchasing decision of the consumer has a big method that
includes some different stages. In the relevance to the availing services from the tourism sector
that has different aspects of the consumers. This is essential for the marketer of Britannia hotels
to know about the behaviour of the customers so that till then they can go through the buying of
the goods and services that is given by the firms. There are four different stages that explains
about the consumer for making their decisions for purchasing goods and services which are as
mentioned below -
Problem recognition is the initial stage for a consumer to go through a thought process in
their decision-making in which the consumer can explain the requirement and issue which to be
satisfied for the sake of buying the goods and services. This is essential for them for knowing
their own wants and needs in goods and services. This is an initial step for a consumer to get
options available for the time period and also search for hotels and travelling services.
Information search is the next step that focuses on the consumer to know and analyse
the best option to be chosen as per the requirements identified and the environment suitability.
The consumer need to search thoroughly for the information of the company which includes the
products, services, terms, conditions, location, price, offers and the timing of the company
(Minton and et. al., 2022). This is essential for the marketer to be updated in providing the
information to their customers so that they can made their customers aware and attain their
attention at the very first.
Alternatives evaluation is the third most step in this process where the customers have an
attention for the option which will be best as well as suitable for them to be acquired according
to the information search done by them. It is to be known by them in the tourism industry that
they need to search for experiencing a best journey in a while. This is a process of decision

making in which the customers can know about the best alternatives among the all selected ones
that can advantage them in satisfying their need and wants by connecting through the company.
Purchase decision is the next step that describes about the consumer to focus in opting
for a best decision for buying the commodities and services. This is a process in which the
customers have to make an actual thought process for their purchasing of goods and services
(Wang and et. al., 2022)
Post purchase analysis is the end of this process in which the consumer has to analyse
that the purchasing of the products and services was appropriate or not, they can also identify the
worth of the product after using them in the terms of experience that is to be made by the
consumer in their purchasing of a good or service.
State the significance of perceptual process to analyse the consumers
This is really essential for the organisation to know about the consumer's perception in
buying of the commodities and services. It is to be evaluated that there are different impacts in
the decision making process by a consumer for buying any product or services. The buying
decision has impacted a lot after the pandemic crisis of Covid-19. This is really essential for the
company to know about their customers.
Analyse consumers in the society
It is to be evaluated that the behaviour of the consumer has been influences by the public
of society as well as the perceptions of the other beings. In the relation to the tourism industry
the research shows that the effect of the society and the public has a broad range in the affect of
the buying decision making process. The tourism industry needs to search about the maintenance
of the quality or goods and services to be offered to the customers in an attractive manner. Even
in this industry there are different types of factors that focuses on the attracting the customers.
This is really necessary for the business to know about the different types of aspect about thee
consumer's behaviour in the terms of tourism industry. There is a finding on the influence of
culture, religion and society that can influence the buying decision of a consumer (Sahi and et.
al., 2022). This is essential for a firm that is Britannia hotels to know about the different types of
factors and work as per the expectations of the customer so as to increase their revenue. The
culture is a very important factor that in the influencing of the consumer's behaviour. This is
been noticed that post period of pandemic has effected the tourism sector which has changed the
perceptions from the mind of public as they have been fearing from the virus spread through

travelling and staying in the hotels. They are not travelling from one place to another due to this
reason. The covid-19 has fluctuated the perceptions of the consumers in their requirements to be
opted by the tourism sector so as to make some related changes. The biggest priority is for the
consumer's requirements so as to meet their customer's expectations in the terms of hygiene,
sanitization and cleanliness. This is essential for the firm to know about the perception in the
post pandemic period in recent (Jiang and et. al., 2022).
Where does the future trends are shifting in the behaviour of consumers
Knowing about the customer behaviour is most necessary for the firm to analyse their
conditions as per the needs and wants of the consumers. It is been found that there are changes in
the trend of consumer purchasing behaviour which is important for the tourism sector to attain
some certain fluctuations in the buying of the goods and services. The fluctuations that are
noticed in the behaviour of the consumers as they want hygienic products and services because
this is their priority in the terms of cleanliness in the company (Bhanja and Mehta, 2022). As
well as the accommodation that is been executed by the consumer must involve the best services
and also the lowest charges that influences the buying decision.
CONCLUSION
From the respective report there is a conclusion about understanding consumer which is
not a simple process for the firm. It is necessary in the tourism industry to evaluate some
different factors that influence the buying behaviour in decision making of the customers. Their
behaviour is relied on some of the external factors like culture, society, personal experience and
individual. The hotel has identified these factors that can change the perceptions of their
customers.

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