Impact of Digital Tech on Hospitality Consumer Behaviour: A Report

This report provides an analysis of consumer behavior within the hospitality industry, using the Hilton Hotel as a case study. It explores the elements that determine consumer behavior and attitudes, including cultural, social, personal, and psychological factors. The report also examines how consumer behavior trends are changing due to the impact of digital technology, such as social media marketing, online booking platforms, and customer feedback mechanisms. The analysis considers how these digital tools influence consumer perceptions and decision-making processes. The report concludes by emphasizing the importance of understanding these behaviors for effective decision-making within the hospitality sector. The report references relevant academic sources, including journal articles and books, to support its analysis.

HOSPITALITY CONSUMER
BEHAVIOUR INSIGHT

Table of content
 Element that determinant consumer behaviour and
attitudes within hospitality context
 How consumer behaviour trends is Changing due to the
impact of digital technology.
 Conclusion
 References

INTRODUCTION
Consumers behaviour demesne all consumer activities related to
purchase, use and disposal of goods & service as well as it consider
mental, emotional and behavioural response of consumer that
determine or follow all these activities (Motohashi, 2020). In this
assignment a Hilton Hotel is chosen, which was founded by Conrad
Hilton in year 1919. Its headquarter is located at Tysons Corner,
Virginia United State. It is a multinational hospitality organisation
which serves their services across globally. This report is based on
discussion of different cultures, social factors that influence the
behaviour of buyers and change of consumer behaviour.

Element that determinant consumer behaviour and attitudes
within hospitality context
Culture factor - It holds importance towards estimation of consumer
behaviour and attitude for a product or service. This is the basis
factor which influence attitude and change the perception of
consumer about product (Sumarsono, 2016). It involves values,
behaviour, perception, beliefs and liking of buyers. , Every culture
consist sub culture,. Social class and culture too in order to provide
differentiation and socialization to each individuals. Sub culture
includes people of different religions, caste and nationality.

To be continue..
Social factor – This factors includes family, group of people, status and
role of individual that influence and effects the attitude of consumer.
Important fact about this factor is in this people get influence non
other than their family members, friends, references group etc. and in
which family plays vital role in changing the action or perception of
people (Piscicelli, 2018).
Personal factor- It varies from person to person. From this factor
individual influence through income, occupation & lifestyle of their
friends, or people surrounded to them. Consumer always buy that
product that they are willing to buy or bears potential to buy that
particular product.

To be continue..
Psychological factor – it is the most effectual factor that aids in
determining the behaviour of consumer although it is very crucial to
identify attitude of consumer but powerful also. It includes some
elements which affects buying behaviour of consumer and these are
motivation, perceptions, attitudes, beliefs and learning (Piscicelli,
2018). Consumer perception refers to collection of information
related to product by an individual afterwards making image about
that product. After watching promotion and advertisement consumer
made their perception or attitude towards that product.

How consumer behaviour trends is Changing due to the
impact of digital technology.
In this developed era there are various digital technology which are
getting on board (Motohashi, 2020). In which internet is on the
top of list which influences or changes the behaviour of
consumers. In relation to Hotel Hilton they opt some digital
technology to promote their services in order to grab ample of
consumer. In which some of these technology that is adopted by
them are social media marketing, online mode and so many other
digital options. By this people can book their tickets online by
using various websites of company by using different apps such
make my trip, Trivago, etc.

To be continue..
Company took feedback from each and every employee before
checkout of customers so they they will identifies that they
are able to satisfy their customers or not as well as it also
aids consumer who wants to see review about company
before consuming that services. For getting feedback there
are numerous ways such as people can upload pictures and
can write about hospitality of Hilton company on website of
firm. This will aids both company and consumer.

CONCLUSION
After analysis of above presentation, it is seen that consumer
behaviour are flexible and changeable in nature. This presentation
focuses on elements affecting consumer behaviour and change of
consumer behaviour due to impacts of digital technology. Thus, it
is evaluated that it is essential to be aware about these behaviour
of consumers so that decisions are taken in proper manner.

REFERENCES
Books & Journal:
Motohashi, 2020. Digitalization and New Product Development in
Manufacturing SMEs: A Comparative Study of Germany and
Japan. Research Institute of Economy, Trade and Industry
(RIETI).
Piscicelli, 2018. What makes a sustainable business model
successful? An empirical comparison of two peer-to-peer
goods-sharing platforms. Journal of cleaner production. 172.
pp.4580-4591.
Stormi and et. al., 2019. RFM customer analysis for product-
oriented services and service business development: an
interventionist case study of two machinery manufacturers.
Journal of Management and Governance. pp.1-31.
Sumarsono, 2016. Segmentasi Pasar Sewa Peralatan Pembangkit
Listrik Dengan Pendekatan Cluster Analysis (Studi Pada
Pelanggan PT. Sumberdaya Sewatama Jakarta). Jurnal Bisnis
dan Manajemen. 3(2).