Impact of Digital Technology on Hospitality Consumer Behavior

This report examines consumer behavior within the hospitality industry, using Premier Inn as a case study. It explores the cultural, social, personal, and psychological factors influencing consumer decisions and attitudes. The report highlights how these factors impact consumer choices, emphasizing the importance of understanding customer behavior for business success. Furthermore, it analyzes the changing consumer trends driven by digital technology, including increased mobile device usage, technology integration, and improved feedback systems. The conclusion stresses the need for hospitality firms to adapt to these changes and align their strategies with evolving consumer behaviors to achieve their business objectives. References from various academic journals and books are included to support the analysis.

HOSPITALITY CONSUMER
BEHAVIOR INSIGHT

TABLE OF CONTENT
• Introduction
• the different cultural, social, personal and psychological factors that influence consumer
behaviour and attitudes
• Consumer trends are changing due to the impact of digital technology
• Conclusion
• References

INTRODUCTION
• Consumer behaviour is changing in regular manner
which is also impacting on performance of organisation
functions. In current business environment, it is
important for business organisation to analysis customer
behaviour and help them in identifying function in
appropriate way. This report is study on Premier Inn, it is
British hotel chain which is performing its function
with more that 70000 rooms at 800 location. This hotel
group was founded in 1987 where is it is headquartered
Dunstable, England, UK.

THE DIFFERENT CULTURAL, SOCIAL, PERSONAL AND
PSYCHOLOGICAL FACTORS THAT INFLUENCE
CONSUMER BEHAVIOUR AND ATTITUDES
• There are various functions which has to
be seen by organisation in relation to
current business function. This is
because business environment is
changing in regular manner and will
impact on performance of firm. In
context of Premier Inn, there are number
of functions and factors which are
related to performance of organisation.
some of these are discussed below

CONTINUE
• Cultural factor- Cultural factors are those which are related to beliefs, values and other social
factors which are related to achieving business objectives. In context of this it can be evaluated
that each customer of organisation belongs from septate and distinctive culture and background.
This simply means that culture has its direct influence on behaviour of individual. For instance,
customer belongs from high class of society will prefer luxurious goods and services provided by
hospitality organisation. This example states that culture is most impactful functions which is
related to functions performed by hospitality firm in managing behaviour of customer in market.

CONTINUE
• Social factor- This are those factor which also impact on
performance of organization a these include function which
are related to influence of society on working of organization.
In context of Premier Inn, there are numbers of factors which
can impact on performance of hotel in market. Some of these
are directly related to behaviour of customer in market. Such
as, trends in society related to travelling function in major
factors which can change attitude of customer in choosing
organisation according to requirement of customer.

CONTINUE
• Personal factor- This is also an factor which is related
to behaviour of customer in market where they are
going to perform function. This is consist of various
other factors and elements such as family, friends,
income and many more. These all has their impact of
attitude of customer in market and are useful for
business organisation to map its product and services.
For instance, individual planing for family vacation
will use large size hotels rooms in comparison for
perform which are planing couple vacation.

CONTINUE
• Psychological factor- It include all those
elements which are related to metal state and
other function of mind in individual which wanted
to consume services of hospitality organisation.
This is associated with consumer attitude &
behaviour in market where organisation is trading.
Some of key functions which are included in this
are attitude, learning by observing others,
beliefs and many others. These are helpful in
identifying current requirements of market an
taking decisions accordingly.

CONSUMER TRENDS ARE CHANGING DUE TO
THE IMPACT OF DIGITAL TECHNOLOGY
• Digital technology is also an factor which is impacting as an function in relation to influence on
changing customer trends in current business environment. Due to changes in business function,
use of digital technology is also increasing regularly. This is impacting on function of
organisation and behaviour of customer in market. These trends are useful for Premier Inn in
relation to gaining its position in market and achieving business objectives, in relation to this,
some of these changes in behaviour of customers are discussed below:

CONTINUE
• More on mobile devices: This can be seen that there use
digital technology there is increase in use of mobile
devices in hospitality industry. In context of Premier Inn,
this is functions on performance of organisation as there
are various factors which are related to function fir. Under
this system, some key devices like chatbots, smartphone s
and many other are acting as key for rooms in hotels. This
is creating user friendly environment in industry so that
each customer can related on it. This is helpful in
managing function which are meant to achieve business
objectives.

CONTINUE
• Technology that integrates: Digital technology is helping
hospitality firms in managing their function in effective form do
that they can achieve higher productivity and stable
development. Under this, it use function on integrates. This is
because it use tools and methods which are related to managing
function and helps in achieving business objectives by
ingratiating function of firm. This helps in managing system by
strengthening communication. all this impact on function and
behaviour of customer in market. As executioner can identify
the function which are suitable an are according to there
requirements.

CONTINUE
• Improve feedback: Digital technology is also impacting on performance of feedback system in
fir. Due to changes in business system because of use of digital technology firms in hospitality
business are using better feedback management system. These system are acting on performance
of organization and helping in improving customer experience in organisation. For instance,
prior to improvement in digital technology organisation are using offline system of feedback
which is not clear and impact on identification of loose area. But after use of this style
organisation is using online methods which include system to managing function. This helps in
managing customer behaviour as customer are getting proper solution on these feedback.