Hospitality Consumer Behavior and Digital Technology Impact Analysis

This report provides an analysis of consumer behavior within the hospitality industry, specifically focusing on the Hilton hotel. It evaluates various cultural, social, personal, and psychological factors that influence customer decisions, such as the impact of social groups, family, and societal norms on purchasing behavior. The report also delves into the effects of digital technology on changing consumer trends, including the role of social media marketing, customer relationship management (CRM) systems, mobile communication, smart room keys, and Wi-Fi infrastructure. The analysis highlights how these technological advancements are reshaping customer experiences and preferences. The report utilizes academic resources and provides a comprehensive overview of the factors driving consumer choices in the modern hospitality environment. The solution is contributed by a student to be published on the website Desklib, a platform which provides all the necessary AI based study tools for students.

HOSPITALITY CONSUMER
BEHAVIOR AND INSIGHT

P1 Evaluate various cultural, social , personal and
psychological factors that can impact on the
customer behaviour
• Consumer behavior is considered as a branch that deals with different stages a consumer can go through before buying
any goods or services for end use.
• During the month of Christmas the buying tendencies of costumer enhancing as compared to the other months. Also,
during the valentines' week people also buy gifts for their loved ones. Consumer's buying behavior is impacted by four
major factors.
• Social,
• Cultural,
• Personal,
• Psychological.

CONT..
• Social factors are considered as the factors which impact on the consumer's behavior of Hilton hotel directly or indirectly
in terms of their decision power of purchasing. It falls into three categories such as family, group, social roles as well as
responsibility.
• Cultural factors – Here within the cultural factors involves the human society such as roles that society plays ,behavior
of the society as it values traditions and customs. Culture plays very crucial role that impacts consumer behavior.

CONT..
• Personal factors- Various of personal factors that impacted costumers such as age as well as life cycle that are two most
crucial sub factors. Such as young age people wants more financial and economic situation also a sub factors as of the
economic condition of the consumers in not goof than how they can stay in the five star hotel like hilton and maintain
their status also it reflects on the purchasing power also if country is suffering loss then it is also affects the purchasing
power of the customers.
• Psychological factors- Factors such as motivation ,learning as well as experience . motivations can activates the needs of
the costumers. These needs such as security needs ,esteem needs social needs as well as self actualization needs.

P2 Changing of customer's trends due to the impact
of digital technology
• Social media marketing- According to the global marketing reports more than half of population is online as social
media platform is emerges as the mostly powerful tool that connect people. Hilton hotel attract their customers with the
help of the social media.
• Integrated system – Customer relationship management (CRM) from many years hospitality industry uses this
technology as it is more sophisticated with improved multiple features as well as integration process. Here guest
preferences is also recorded by this system and also to assure that customers can assure a more personalized experience
and also include there opinions such as choice of food as well as beverages.

CONT..
• Mobile communication- Smartphones becomes the more crucial in day to day life. The increased use of the smartphones
for travel application as there are plenty of options for the customers to choose there hotels, restaurants ,places of interest
• Smart room keys – This technology can be used by the may hotel including Hilton hotel .Here the system enables guests
to unlock the doors through swiping their phones across the key less pad on the door. From this guest for not bother for
their keys to carry out wit themselves and about the issues of the lost keys.

CONT..
• Wi-fi infrastructure- Hilton hotel provide a high speed of internet speed and also this service is available at each and
every hotel. This is an advantage as tablets, laptops are used by most of the guest. Free and faster internet gives an edge to
a particular brands of hotels over Hilton hotel's competitors.

REFERENCES
Books and journals
Chen, J.S. and et.al., 2017. Business co-creation for service innovation in the hospitality and tourism industry. International
journal of contemporary hospitality management. 29(6). pp.1522-1540.
Klimova, R.B. and et.al., 2019. Tourism and hospitality sharing-economics mainstream. Religación. Revista de ciencias
sociales y humanidades. 4(18). pp.252-259.
Yeung, R.M., Brookes, M. and Altinay, L., 2016. The hospitality franchise purchase decision making process. International
journal of contemporary hospitality management. 28(5). pp.1009-1025.

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