Consumer Behavior in Hospitality: Factors, Trends, and Digital Impact

This report provides an overview of consumer behavior within the hospitality industry, examining the various factors that influence consumer decisions. It explores how cultural, social, personal, and psychological factors shape consumer choices, including the impact of digital technology on consumer trends and expectations. The report analyzes the dimensions crucial for service quality such as tangibility, reliability, responsiveness, and assurance. It also critically analyzes emerging trends and their implications for the industry, including the increased costs and pressures associated with adapting to changing consumer preferences and technological advancements. The conclusion emphasizes the importance of understanding consumer behavior for organizations in the hospitality sector, highlighting the need to adapt to evolving trends to maintain competitiveness and enhance customer satisfaction. References to academic articles are provided to support the analysis. This report, contributed by a student, is available on Desklib, a platform offering study tools for students.

Hospitality Consumer
Behavior and Insight
(LO1)

Content
 Introduction
 Influence of various factors on consumer behaviour and attitude
 Changes in consumer trends due to digital technology
 Analysis of cultural, social, personal and psychological factors
 Critical analysis of emerging trends
 Conclusion
 References

Consumer behaviour is the study which basically focusses on the behaviour
of the consumer how they purchase goods, uses them and disposes off. But
they are affected by various factors which can be due to the social class
they belongs to or the culture and sub-culture that they live in. It is
important for the marketer to analyse the buying process of the consumer
because it helps them to identify the factors and modify their strategies and
policies to ensure their survival.
Introduction

Influence of various factors on consumer
behaviour and attitude
Consumer Behaviour is concerned with the study of how people
whether individually or in groups purchase, use and dispose the
goods and services. Consumer behaviour helps to examine the
influences of emotional and mental state, mindset, also how do they
perceive things on their buying behaviour.

Various factors that influence consumer
behaviour
Cultural factors : Cultural factors affect the value, perception and
beliefs which is developed by the culture and sub-culture in which
the consumer lives. It divides the consumers into different classes
such as lower, medium and upper. Accordingly the consumer decide
the hotel they want to check into. For e.g. a middle class person will
always prefer to go into 3 star hotel.

Dimensions crucial for service quality
Tangibility : The physical facilities which are visible to the customer
has to be as per their requirements so as to provide them quality
service.
Reliability and Responsiveness : By fulfilling promised services and
providing services promptly which are demanded by the consumer
so as to provide them quality in services they are delivering.
Assurance : This aims that employees need to have knowledge and
courtesy which will help them to satisfy the consumer needs.

Changes in consumer trends due to
digital technology
Consumer Behaviours is influenced by various factors and technology
is one of them as due to which their expectations and requirements
increases. Digital technology has made easy access to get all the
information about the products or services they want to avail. It
make the consumer literate and more demanding and thus awareness
changes the attitude of the customers.

Analysis of cultural, social, personal and
psychological factors
The behaviour of the consumer is influenced by the culture they live in,
social class they belong to, the personality and perception of the
people. This influence is because of the people around and the
changes such as technological advancement etc. The attitude and
behaviour of the people brings changes due to which entire industry
has to meet up with the changes to be competitive.

Critical analysis of emerging trends
The trends the emerges due to continuous changes taking place in the
technology and the taste and preferences of the consumers increases
cost to the entire industry and also put pressure on them to keep
their staff updated. But it help them to offers better customer
services which helps the players in the hospitality industry to
increase their customer base. It also increases the satisfaction level
of the customer but at the stake of cost which they have to meet up
with.

Conclusion
It is concluded from the PPT that it is important for every organisation
to analyse the behaviour of their customers. This report created an
understanding of how the customers react due to influence of their
family, social class they belongs to. The emerging trends in business
also have an impact on the organisation as it does have an impact on
hospitality such as they need to update the systems, more competent
staff etc.

References
Ashman, R., Solomon, M.R. and Wolny, J., 2015. An old model for a new
age: Consumer decision making in participatory digital culture. Journal
of Customer Behaviour, 14(2), pp.127-146.
Banerjee, S.B., 2017. Corporate environmentalism and the greening of
strategic marketing: Implications for marketing theory and practice.
In Greener Marketing (pp. 16-40). Routledge.

Thank You