Consumer Behavior in Hospitality: Factors and Digital Trends Report

This report provides a comprehensive analysis of consumer behavior within the hospitality industry. It begins with a definition of consumer behavior and then delves into the factors that significantly influence consumer attitudes and behaviors, including cultural, social, personal, and psychological elements. The report further explores how digital technology is reshaping consumer trends, highlighting changes in individual lifestyles and the demand for digital innovations like online booking and smart services. The conclusion emphasizes the importance of understanding consumer behavior for businesses and summarizes the key influencing factors and the impact of digital advancements in the hospitality sector. References to academic sources are also provided to support the analysis.

Consumer Behavior and
Attitude
Activity 1

Table of Content
 Introduction
 Definition of consumer behavior
 Examination of factors influencing consumer behavior and attitudes
in hospitality sector
 Ways consumer trends are changing due to impact of digital
technology in hospitality industry
 Conclusion
 References

Introduction
Consumer behaviour is elucidate to all aspects which influences consumers'
findings, assorting and purchasing products. It is an area that is connected with
research within institution field of marketing. The presentation is based on
consumer behaviour definition, factors that influences attitudes with behaviour
of customers and how trends within consumer segment are changing due to
digital technological impacts in hospitality industry.

Definition of consumer behaviour
Consumer behaviour is defined to a branch that majorly deals with distinct stages
through which an individual goes through prior buying commodities for the end
use. It is study that marketers of entity such as Thurrock Hotel conducts about
understanding procedure that are concerned with people, groups and enterprises
while purchasing, using along with disposing commodities which involves
consumer's behavioural, emotional together with mental responses to follow the
activities.

Examination of factors influencing behaviour and
attitudes of consumers in the hospitality sector
In hospitality industry,
behaviour addition to attitude of
consumers are influenced with
huge types of factors. These
factors either influences
behaviour and attitude in
positive ways or in negative
ways.

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Some of the factors are as follows:
Cultural factors: Set of beliefs, language, rules of behaviour, moral values and traditions
that are commonly held by group of people and community members are part of cultural
factors. For example, within a culture, wide types of sub cultures resides such as nationality,
religion, values and social stratification.
Social factors: The variables which arises from environment, society, state, media, religion,
facts, community, communication and influences thinking and activities of consumer in
certain ways are social factors.

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Personal factors: Factors connected with an individual and varies from one
person to other which results in distinct behavioural sets, perceptions and
attitudes for particular commodity or service.
Psychological factors: The term psychology is characterized as perusing
individual mind along with the ways it influences surcharging power addition to
decision making by an individual.

Ways consumer trends are changing due to impact of
digital technology in hospitality industry.
In recent years, it is analysed that there are various immense changes that took place in
the hospitality industry which helps in changing aspects of travelling and tourism. In
present era, an individual makes bookings for the hotel and room through their
smartphones along with cancels them according to their convenience. Moreover, digital
technology has resulted in changing ways to perform business operations. In context to
this, digital technology has arised as essential part that plays significant role in an
individual life as well as made effective and better ways for achieving goals of company.

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Some of the ways through which consumer trends are changing because of digital
technological impacts are underneath:
Dynamism of individual lifestyle: Digital technological impacts have changes the
lifestyles of people and it has also resulted in changing the trends of consumers.
Digital innovation: In modern era, after occurrence of digital technology,
customers have preferences for smart techniques such as digital payment system,
check-ins and checkouts services that must be available at entity.

Conclusion
As per the presentation, it has been concluded that it is essential for an
enterprise to understand customer behaviours as per the ongoing situations. The
elements of factors like psychological, social, personal and cultural are the one
that influences most of the consumer attitudes and behaviours. The ways by
which consumer trends are changing are digital innovation and changing
individual lifestyle which impacts hospitality industry the most.

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.
 Frederiks, E.R., Stenner, K. and Hobman, E.V., 2015. Household energy use:
Applying behavioural economics to understand consumer decision-making and
behaviour. Renewable and Sustainable Energy Reviews, 41, pp.1385-1394.

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