Consumer Behavior Insight in Hospitality: Butlins Case Study Report

This report delves into the intricacies of consumer behavior within the hospitality industry, focusing on the decision-making processes of consumers and the marketing strategies employed to influence them. The report begins with an introduction to the hospitality sector, including accommodation, food and beverage, and travel and tourism, and highlights the importance of understanding consumer behavior. The report then analyzes the consumer decision-making journey, mapping the path to purchase for tourism services, and explaining the importance of this process for marketers. It explores the differences between B2C and B2B decision-making, detailing various market research approaches and methods used to understand consumer behavior. Furthermore, the report evaluates how marketers can influence each stage of the tourism decision-making process, providing specific examples. The case study of Butlins is used throughout to illustrate concepts and provide practical examples. The report emphasizes the significance of understanding consumer needs and wants, utilizing technology, and employing various marketing models to enhance consumer engagement and drive business success.

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................4
Covered in PPT. .....................................................................................................................4
TASK 2............................................................................................................................................4
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given tourism service...................................................................................4
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision-making in the tourism sector...................................................................5
TASK 3............................................................................................................................................7
P5 Compare and contrast key differences of hospitality decision-making process in context of
B2C and B2B. ........................................................................................................................7
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process...........................................................................8
TASK 4............................................................................................................................................9
P7 Evaluate how marketers can influence the different stages of tourism decision making
process giving specific tourism examples..............................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Hospitality industry is one of the broad group of businesses which responsible for
delivering the services to the consumers. Respective industry broken into majorly in three areas
such as accommodation, food and beverages and travel and tourism. In today's era travel and
tourism is one of the most growing sector as people are enchanted towards various places to
visit. So it is the major area for travel and tourism sector to provide one of best services to
consumers after accessing their needs and wants in proper manner. This report is based on the
Butlins which is a chain of large seaside resorts in the market of UK. It is well known in market
for its campus, tour packages and many more facilities. This report is based on the understanding
the consumer behaviour to give one of best products and services in order to remain competitive
in the marketplace. It by including the behaviour and factors which directly influence their
buying decision. Further it includes the impact of digital technology on consumer trends with the
journey of consumer in taking appropriate decision by building the map for purchasing the
services. It also includes the various approaches of market research and methods in decision
making process by using the examples.

TASK 1
Covered in PPT.
TASK 2
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given tourism service.
Decision-making process is very much crucial for an organisation as well as consumers,
as they have to pass from long path to reach at desirable goals and objectives. For an
organisation it is very much essential to acknowledge that not a single step not overlap with one
another as it takes time and cost also. Consumer decision-making process helps to identify the
consumers needs and wants and put one of best efforts to achieve them. Here are the full fledge
process of consumer decision-making:
Need recognition:
it is the first and foremost stage of consumer decision-making process that helps to
understand the buying behaviour and purchasing patterns of consumers (Kustos and et.al .,
2019.). In context of Butlins they track the interest of consumers so that they can communicate
by various methods such as email, messaging and pop up ads to acknowledge properly about
their needs. In context of consumers they get benefit that they able to evaluate options from
various websites that provide similar services which saves cost and time of them.
Information search:
Information search is potential stage in consumer decision-making in which service
provider gather crucial knowledge and information about the consumers such as taste and
preferences, purchasing patterns, past experiences so that they can amend in their services to
give one of best experience and loyalty to them (Mariani and et.al ., 2018). In context of Butlins
they search the information from various ways as such from past visit and social media tools to
better serve to them.
Evaluation of alternatives:
For strong consumer decision-making it is very much potential to evaluate the best
alternatives, for an organisation it is very much crucial to come out various alternatives by taking
feedbacks, opinions and views from consumers in order to improve the level of services to plan

tour and packages. In context of Butlins they present various options in front of consumers so
that they can take easily purchasing decisions.
Purchase decisions:
It is significant stage of consumer decision-making in which consumer evaluate each and
every aspect to purchase the services in appropriate way (Möhring, Keller and Schmidt, 2019.).
In respective stage organisation with the help of marketing tools and techniques, promotional
events try to influence consumers to remain always competitive in marketplace. In context of
Butlins they use advertisement by showing pop ads on social media to influence purchasing
decisions of consumers.
Post purchase behaviour:
Respective stage is the concluding stage in decision-making that helps to evaluate various
factors by taking feedbacks, views and opinions to amend services in future. In context of
Butlins they remain connected with the consumers to build life long experience from them so
that in upcoming days they avail services from them.
So from the above discussion it has been concluded that it is very much necessary for an
organisation to search out each and every tinny information related to consumers to better serve
their consumers.
P4 Explore why it is important for marketers to map a path to purchase and understand consumer
decision-making in the tourism sector.
In today's business environment the market is very much competitive and consumers
become more demanding so it is very much important to track the consumers taste and
preferences and accordingly build products and services (Moutinho and Vargas-Sanchez, 2018).
In tourism sector there are large no. of competitors existed in the marketplace which enhances
the bargaining power of consumers which directly influence on profitability and sustainability of
the organisation. In context of Butlins they monitor and evaluate purchasing patterns of
consumers due to its significance that are as follows:
Effect on marketing mix:
To map and plan the product and services as per the consumers needs and wants helps
them to remain always competitive and sustainable in the marketplace. In context of Butlins they
after evaluating the consumer taste by accumulating knowledge from various sources ascertain to

product, price,place and promotion activities in direction to enlarge business opportunities by
reaching at large no. of consumer base.
Effect of technology:
Due to the advancement of technology consumers become more demanding and they
wants new changes in specified period of time (Olya, Bagheri and Tümer, 2019.). In context of
Butlins they adopt new tools and techniques such as visualization effect to present the whole
picture before visiting the place so that they can take decision-making in proper manner.
There are some models and concepts which helps to direct consumers as well as organisation in
taking appropriate kind of purchasing decisions that are as follows:
Cognitive view:
In context of Butlins they by accumulating potential knowledge and information about
consumer taste and preferences build strategies in order to build effective products and services.
Economic view model:
As per the respective model organisation present their services in front of consumers and
they analyse the organisational brand value, features and pricing of services to take better
purchasing decisions.
Emotional view:
for an organisation it is very much potential to connect with their consumers emotionally
so that they ever eager to purchase products and services (Sahelices-Pinto, Lanero-Carrizo and
Vázquez-Burguete, 2019.). In context of Butlins by their advertisement strategy they able to
reach at large no. of consumers.
Passive view:
Respective attributes enables to organisation to enhance level of productivity. With the
help of innovative steps that Butlins bring in their services helps them to gain sustainability and
competitive advantages.

TASK 3
P5 Compare and contrast key differences of hospitality decision-making process in context of
B2C and B2B.
Every business form have different working conditions and decision-making process that
are very much potential for marketers to understand and put one of best efforts. There are some
kind of potential difference in both the business forms in hospitality sector that are as follows:
Particulars B2B B2C
Definition In it goods and services sold in
between the two business entities
to satisfy the wants and needs
(Sigala, 2018.). For them other
businesses which rely one another
to compensate their needs and
demands are their major
stakeholders.
The transaction in respective
form of business in which
products and services sold to
consumers. In it they conduct
through research and
development in order to
evaluate consumer taste and
preferences. They consider
consumer one of significant
stakeholders and put one of best
efforts to influence their
purchasing decisions.
Buying decision The buying decision of B2B
business are in planned and logical
as per the needs and wants of
consumer to gain potential
outcomes out of them.
In B2C the buying decision is
based on the emotional
attachment with consumers and
by accessing their needs and
wants in order to remain always
competitive in the marketplace.
Creation of brand value The brand value should be created
on the basis of mutual relationship
with one another (Ukpabi,
Olaleye, Mogaji and Karjaluoto,
They build brand value with the
help of advertising and
promotion in order to reach at
large no. of consumer base and

2018.). In context of Butlins they
focus on creating factor of trust by
building products and services in
order to remain always
competitive in marketplace .
by acknowledging consumers
related to features.
So it is very much potential to understand the difference in between the two forms of business to
plan and coordinate with the team members.
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process.
For an organisation it is very much potential to conduct proper research and development
in order to improve in their level of performance that are different in both B2B and B2C
businesses that are as follows:
Market research approach for B2C:
For every kind of business form there are various kinds of market approach by using
various tools and techniques that are:
Questionnaire:
Questionnaire is one of best form to collect potential knowledge and information from
large no. of people simultaneously which helps to gain potential outcomes.
Personalised interview:
In respective method of research the face to face kind of interview session is conducted in
which sort of relevant questions should be asked in order to gain important kinds of potential
knowledge and information (Zimmermann, 2018,).
Pareto Principle:
Pareto principle states that in kinds of events 80% of the effects come from the 20% of
causes. So it is very much potential for business to evaluate the causes that can be only possible
by conducting research and development about consumers taste and preferences.
Market research approach in B2B:
In respective form of market research data and information should be collected with the
help of various sources such as books, journals, websites and apps (Verma and Chandra, 2018.
). It is very much cost and not time consuming by using various sources that are as follows:
Records of information:

The data and information should be collected by using the data and information that are
already available in the market. It is less time consuming and cost effective also.
Government records:
In context of Butlins they take information about the change in perception by evaluating
the old records so that they can access the difference in consumers demand in proper manner.
TASK 4
P7 Evaluate how marketers can influence the different stages of tourism decision making process
giving specific tourism examples.
The B2B and B2C are the two important kinds of business forms of marketing that mould
the purchasing decisions of consumers. There are various stages or tier which influenced by
marketers in decision-making process after evaluating the factors that are as follows:
Level of interest and perception:
It is one of most important factor related to the individual which perceive the things and
attributes to gain potential outcomes. In context of Butlins they by conducting the through
research and development try to acknowledge the taste and preferences of consumers in taking
buying decision. In respective stage leader plays very important role to evaluate and give
permission to pursue respective perception level of consumers.
Marketing campaign:
An organisation uses various kinds of marketing campaigns in order to reach at large no.
of consumers such as social media, sales promotion and advertisement in order to remain always
competitive in marketplace (Möhring, Keller and Schmidt, 2019.). . In context of Butlins they
by using chain of promotional tools try to enlarge business opportunities by communicating
properly with consumers. With help of digital audience research development that give data and
information about purchasing patterns of consumers so that organisation produce products
accordingly.
Example: in context of Bultins they aimed to provides various kinds of services such as resorts
experience at sea side and other tour packages that are very much important to attract consumer
base. They provide various services under one roof and use various promotional tools and
techniques that come under the B2B business activities. They manage and coordinate the
activities within their teams to deliver right kind of value.

CONCLUSION
from the above report it has been concluded that for an organisation understand the
consumers perception and insights plays very major role as it helps to build products and
services accordingly. For an organisation it is very much potential to acknowledge the factors
which directly influence on their decision-making process. With the advancement of technology
consumers become more demanding so it is essential for an organisation to understand the needs
and wants of consumers and accordingly mould the products. It gives potential results to evaluate
the consumer decision-making process so that organisation can plan to add features as per
consumer choices.

REFERENCES
Books and journals:
Altinay, L. and Taheri, B., 2019. Emerging themes and theories in the sharing economy: a
critical note for hospitality and tourism. International Journal of Contemporary
Hospitality Management. 31(1). pp.180-193.
Ariffin, A.A.M. And et.al ., 2018. Exploring the influence of hospitality on guest satisfaction in
luxury hotel services. e-Review of Tourism Research. 15(1).
Falk, M. and Vieru, M., 2018. Modelling the cancellation behaviour of hotel
guests. International Journal of Contemporary Hospitality Management, 30(10),
pp.3100-3116.
Gibson, A. and O’Rawe, M., 2018. Virtual reality as a travel promotional tool: Insights from a
consumer travel fair. In Augmented reality and virtual reality (pp. 93-107). Springer,
Cham.
Gibson, P. and Parkman, R., 2018. Cruise operations management: Hospitality perspectives.
Routledge.
Kustos, M. and et.al ., 2019. Using consumer opinion to define New World fine wine: Insights
for hospitality. International Journal of Hospitality Management. 83. pp.180-189.
Mariani, M. and et.al ., 2018. Business intelligence and big data in hospitality and tourism: a
systematic literature review. International Journal of Contemporary Hospitality
Management. 30(12). pp.3514-3554.
Möhring, M., Keller, B. and Schmidt, R., 2019. Insights into Advanced Dynamic Pricing
Systems at Hotel Booking Platforms. In Information and Communication Technologies
in Tourism 2019 (pp. 265-277). Springer, Cham.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Olya, H.G., Bagheri, P. and Tümer, M., 2019. Decoding behavioural responses of green hotel
guests: A deeper insight into the application of the theory of planned
behaviour. International Journal of Contemporary Hospitality Management.
Sahelices-Pinto, C., Lanero-Carrizo, A. and Vázquez-Burguete, J.L., 2019. Corporate social
responsibility and consumer behaviour in the hospitality sector: its effects on the
decision-making process. World Review of Entrepreneurship, Management and
Sustainable Development. 15(1-2), pp.132-150.
Sigala, M., 2018. Implementing social customer relationship management: A process framework
and implications in tourism and hospitality. International Journal of Contemporary
Hospitality Management. 30(7). pp.2698-2726.
Ukpabi, D., Olaleye, S., Mogaji, E. and Karjaluoto, H., 2018. Insights into online reviews of
hotel service attributes: A cross-national study of selected countries in Africa.
In Information and communication technologies in tourism 2018 (pp. 243-256).
Springer, Cham.
Verma, V.K. and Chandra, B., 2018. An application of theory of planned behavior to predict
young Indian consumers' green hotel visit intention. Journal of Cleaner
Production, 172, pp.1152-1162.
Zimmermann, A., 2018, May. Revenue Management Information Systems for Small and
Medium-Sized Hotels: Empirical Insights into the Current Situation in Germany.
In Intelligent Decision Technologies 2018: Proceedings of the 10th KES International

Conference on Intelligent Decision Technologies (KES-IDT 2018) (Vol. 97, p. 120).
Springer.