Hospitality Consumer Behavior: Trends, Factors, and Digital Impact

This presentation provides an overview of consumer behavior within the hospitality industry. It explores the various factors influencing consumer decisions, including cultural, social, personal, and psychological elements. The impact of digital technology on consumer trends is analyzed, highlighting how online platforms and reviews shape purchasing choices. The presentation also examines emerging trends in the industry, such as the shift towards luxurious services and the increasing expectations of customers. It concludes by emphasizing the importance of understanding consumer behavior for hospitality businesses to formulate effective strategies, adapt to changing preferences, and maintain a competitive edge in the market. The presentation also includes references to support the information presented.

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 way in which customers select, purchase, use and
dispose off ideas, goods and services in order to satisfy their needs and
wants. These are basically the behaviour of consumers in the marketplace
that are influenced by their motives behind making any purchases in the
market. Consumer behaviour is affected by various factors that should be
well understood by the marketers so as to attract customers and influence
their buying behaviour.
Introduction

Influence of various factors on consumer
behaviour and attitude
Consumer behaviour in hospitality industry is the study of the factors
that influence the choice of restaurants, hotels and the kind of
services that customers want. It includes understanding the needs
and wants of customers, how much they are willing to pay and how
they finalize their buying process.

Various factors that influence consumer
behaviour
Cultural : Cultural values are associated with the beliefs and ideologies
of the customers which develops from their backgrounds and status
that influence their buying behaviours. On the basis of culture
customers can be divide into upper class, middle class and lower
class. People from upper class generally tend to spend on luxurious
hotels.

Dimensions crucial for service quality
Tangibility : These are the facilities that are provide to the customers
which should be as per their requirements.
Reliability and responsiveness : This means giving services that can be
reliable and responding promptly to any issues faced by the
customers.
Meaningful experiences : This means providing customers with the
kind of joyous experiences they expect and are paying for.

Changes in consumer trends due to
digital technology
Digital technology is being excessively used by people all around the
world which influence the behaviour of customers as awareness can
be created about various restaurants, hotels etc. Prices and facilities
provided by hotels along with their comparisons, ratings and
reviews are also available on various websites helps in making final
purchase decisions.

Ways in which customer trends has
affected hospitality industry
Technology : The hospitality industry has to regularly upgrade its
technology with changing customer trends so that their demands can
be met as per the trend. For example for the convenience of
customers hotels and restaurants have to make their web pages with
detailed information about the facilities and prices so that
comparisons can be conveniently done.

Analysing various factors that changing
and driving trends in hospitality
There are various factors that influence the customer buying behaviour
that are needed to be studied by the organisations engaged in
providing hospitality services so as to survive in the competitive
marketplace. Due to change in taste and preferences of customers,
trends in hospitality are also changing.

Critical analysis of emerging trends in
consumer behaviour
Various trends are emerging in the customer behaviour towards
hospitality industry which has led to changes in the way they
perceive the services provided by them. For example, customers are
shifting towards luxurious services that gives them unique
experiences, digital technologies are being extensively used by
customers to compare amongst various hotel prices and the
facilities that are required by them, expectations of customers have
also increased like care centres, spa facilities in the hotels etc.

Conclusion
From this PPT, it can be concluded that various while making a decision
in purchasing a hospitality facility consumers are influenced by various
factors . These factors needs to be studied by the marketers so that
appropriate strategies and policies can be formulated in order to attract
them in purchasing their services. This can help hospitality industry in
catering to the customers and fulfilling their demands which can make
an organisation survive and sustain in the competitive environment.

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.