Factors Influencing Consumer Decisions in Hospitality: A Report

This report provides a comprehensive analysis of consumer behavior and insights within the hospitality sector. It investigates the influence of cultural, social, personal, and psychological factors on consumer attitudes and behaviors, and examines how digital technology has changed consumer trends. The report also analyzes emerging trends in consumer behavior, maps the consumer decision-making journey for hospitality services, and evaluates the importance of understanding this journey for marketers. Furthermore, it compares B2C and B2B decision-making processes in hospitality, evaluates market research approaches, and assesses how marketers can influence different stages of the decision-making process, providing specific examples from the hospitality industry, such as the Savoy Hotel, to support its arguments. Desklib offers this and other solved assignments for students.

Hospitality consumer
behaviour &insight

Table of Contents
Introduction......................................................................................................................................3
1.1 Investigate the different cultural, social, personal &psychological factors that influence
consumer behaviour &attitudes within a hospitality context......................................................3
1.2 Define how consumer trends are changing because of the effect of digital technology......4
1.3 Study how cultural, social, personal &psychological factors influence s consumer
behaviour.....................................................................................................................................6
1.4 Critically analyse of the emerging trends in consumer behaviour &attitudes using specific
examples from the hospitality industry to support your arguments............................................6
1.5 Examine the stages of the consumer decision- making journey &map a path to the
purchasing for a given hospitality service...................................................................................7
1.6 Explore why it is important for marketers to map a path to purchase & understand
consumer decision- making in the hospitality sector...................................................................8
1.7 Evaluate how marketers are responding to the decision-making process, applying
Relevant examples from the hospitality sector............................................................................9
1.8 Compare &contrast the key differences of the hospitality decision- making process in the
context of B2C &B2B, using specific hospitality examples.......................................................9
1.9 Evaluate the different approaches to market research &methods of research used for
understanding the decision-making process..............................................................................10
1.10 Provide a coherent & justified evaluation of how different factors influence hospitality
decision-making & buying behavior, supported by specific hospitality examples...................12
1.11 Evaluate how marketers can influence the different stages of the hospitality decision....13
making process giving specific hospitality examples................................................................13
Conclusion.....................................................................................................................................13

Introduction
Consumer behaviour is the study of individuals, groups, or corporations, as well as all of the
essential states associated with the purchase, use, & also power of goods. Consumer behaviour
refers to how a position is available, environment, &basic mindset impact their purchase
decisions. The basic examination of human characteristics such as ethnography, temperament,
environment, & also psychological variables is known as consumer behaviour research.
In regards to the Savoy hotel, the hotel is a nice hotel with a great brand in the United Kingdom.
The hotel's branch is located in the city of Westminster in central London, England, &it was
founded in 1889. The accommodation in just this guest house is the greatest; they offer all
arriving customers a beverages & also snacks &feel welcomed with Indian culture, which is a
widely accepted as well as very attractive part of any hotel.
1.1 Investigate the different cultural, social, personal &psychological factors that influence
consumer behaviour &attitudes within a hospitality context.
One of the variables that affect the resort’s kindness &are extremely important to address since it
will reflect the customer behaviour in a certain historical period, &some of the factors are as
follows:
 Psychological: - People have a lot of problems in their lives, & relieve their anxiety,
people go in to the resort. As an outcome, they have this idea in their heads that the
atmosphere &indeed the hotel should go to them for a few more facilities, such as soft
music &playing games infrastructure, so that their minds can be fully refreshed &they
can be pressure It is determined that Savoy hotel already offers amenities such as a
wading pool, ping pong, & also table tennis, & in the evening they have the best bad,
who creates a lovely atmosphere with soothing sounds, & as a result of this, the motel
attracts a large population of persons (Nusair, 2020).

 Cultural - a racial, religious, or cultural group’s traditional values, virtual representations
and type of materials; also: the common components of daily situations (such as
diversions or a way of life) shared by effective members in a location or period pop
music Southern tradition.
 Personal: That those are the important in regard to the style of living, age bracket, &
characteristics of the people who are visiting the guest house; there must be facilities
according with lifestyle as well as the development of social skills individuals have; the
Savoy hotel should just have luxury accommodation as well as standard rooms, because
there are high & also middle standard tourists visiting this same hotel. it is determined
that some individuals prefer hotels to have bars because they plan parties, & also the
hotel personnel should be able to handle a properly organised party as the individual
warrants. More guests will be drawn to the Savoy Hotel as a result of this, so they will
benefit handsomely (Bendoni and Bashutkina, 2018).
 Social: It is determined that this factors that indicate that there should be some facilities
in the Savoy hotel that are preferred by the guests, that perhaps the hotel department &
also personnel individuals must recognise all the needs of the people emerging in - &
they should honour all the issues of the people, but there are still some based on culture
infrastructure like greeting drink delivery &friendly society with country tradition, & the
most appealing part of the hospitality industry when they provide this facility (Ulker-
Demirel and Ciftci, 2020).
1.2 Define how consumer trends are changing because of the effect of digital technology.
Because of the new digital technology, there seems to be a shift in customer behaviour, &
also it is critical to discuss the key issues over which the shift in consumer will modify &depart,
that are as chooses to follow:

 Usage of mobile facilities: With the increased use of the mobile system, people have
had the incentive to remain attached with one another &share their views or strongly
suggest the hotel to about their relatives & friends, &indeed the cellophane has been
proclaimed as a large & the powerful headphone jack in the hotel industry; additionally,
hotel chains have implication landline phones where guests can directly communicate the
staff to get customer experience, so the Savoy hotel (Viglia, &Dolnicar, 2020).
 Social media - Social media platforms have assisted people in learning about better
places through photograph review sites, &as some influencers work on collaboration
installations for many of the hotel's issues, the hotel becomes well-known across the
internet via other social networks such as instagram, Facebook, & also Twitter.
 Mobile based payment apps - Mobile payments are processed in person today of check-
in or from afar using android apps or internet browsers. People may make contributions
with their phones &have a satisfying experience. The visitors prefer such purchases
because their simplicity &simplicity of use, the incentives &incentives they give, & also
indeed the fact that they are compliant & also secure (Murillo and King, 2019).
 Review from the applications: There is also an application called Google Maps where
a person can study all of the restaurants &see what amenities they provide. There are also
phone records for the hotel so clients can visit the Savoy immediately &take use of their
services (Morosan, 2020).
 Feedbacks of customer on some social platforms: When prominent individuals visit
the hotel or use the hotel's services, they offer properly detailed feedback for the
employees, & the Savoy Hotel has posted all of these evaluations on its green boards at
the front desk so that individuals are informed of the hotel's perspectives &assistance
(Vanhala, Lu, and Järvelin, 2020).

1.3 Study how cultural, social, personal &psychological factors influence
s consumer behaviour.
The basic concept of the hotel is to examine the cultural, socioeconomic, individual,
&psychological, & the Savoy hotel has to provide the proper services to the customers according
to emerging dynamics & the choices of the people wandering into the hotel, & that it's the
manager's responsibility to recognise all of the essential components & then make the decision to
change or modify the accommodation framework in a specific period of time (Ghaderi, 2016). it
is analysed that elements and effective factors are further divided into four categories:
intercultural, social, &personalized. Cultural refers to how the hotel greets guests, social refers to
promoting a certain hotel to others, & also private refers to giving a variety of guestrooms
&amenities to individuals of various standards (Kustos, Goodman, &Jeffery, 2019).
1.4 Critically analyse of the emerging trends in consumer behaviour &attitudes using
specific examples from the hospitality industry to support your arguments.
It is illustrated in the conversation that due to technical system, consumer trends have changed a
lot, but some of the considerations are very important in the modification of consumer trends.
Also, much of the customers also seem to be totally satisfied just before hotel management
makes plans based on the needs of the purchasers & also guests, &then executes in such a way
that the customers are satisfactory first, while also keeping a check here on cultural, personal,
&political factors.

1.5 Examine the stages of the consumer decision- making journey & map a path to the
purchasing for a given hospitality service.
In regards of hotels, there are several stages of consumers’ decision - making & also shifting
spending power, which are as tries to follow:
 Problem identification: There are some requirements that must be regarded as an
effective member of the company, & also most pertinently, it is critical to determine the
basic individual needs. If hotels are responsible for taking the necessary steps, they will
be prepared to fulfil their guests while also attempting to make their hotel more
productive.
 Research the data &information: After learning about all the other company's
requirements, the employee may research hotel amenities &make an informed selection
over what hotels to contact & when to visit. This directory listing provides a powerful
thinking processes to the consumer (Grindrod, 2020).
 Evaluation: After determining the problems &doing information, the assessment process
begins, during which the government considers &forecasts all of the issues &implements
some essential modifications depending on the needs or investigations. The most
significant responsibility for the management authority is to analyse the needs.
 Decision Making : This is the circumstance in which an individual makes a decision on
where hotel to stay at &when to check in &out, as well as all of the sensitive &important
factors that should be examined before making a decision, &that this part of the process
is critical since it validates the decision (Herbert, 2017).

 Buying process : It is a problem that in guesthouses there is also no buying, only
utilisation &utilisation of some services, wherein the individual is responsible, &the hotel
manager is the authoritative figure responsible for ensuring that everything is in order
&that the guests who enter the hotels are pleased with the care.
 Post purchase decision: This step does not include purchasing; rather, it occurs when a
guest might be about to check out of a hotel &is preparing to hand over the specific bill
as well as provide comments or an evaluation to the hospitality management.
1.6 Explore why it is important for marketers to map a path to purchase & understand
consumer decision- making in the hospitality sector.
It is critical for marketers to have a basic understanding of the needs of consumers. This is
critical because individuals are in a position where ever they want to make the best decision of
hotel &just what services to take into account. It really is an approach that recognizes the good
side of something like the hotel &accommodation, &so this study suggests the customer with a
pleasant atmosphere &all requisite capacitive sensors (Maggioni, Sands, Kachouie and
Tsarenko, 2019).
The phases of the independent journey are firstly the inspiration, investigations, making
reservations the hotel, planning to stay in the guest house, &then checking out through the hotel,
this is one of the steps which are preceded by the consumer, &then he makes a decision the
achievement of the service quality, &finally make the final judgment also decision making
about just the service quality (Dixit, Lee, &Loo, 2019).
The customer journey map is a tool for visualising the consumer's experiences when handling
customers. This map is important because it requires you to consider whether your clients
actually encounter brand as opposed to how you believe they do.

Our aim at mapping the path to buy is to anticipate the many stages the customer uses following
up to buying so that we may connect with consumers along the road &affect their choice in the
brand's favour. Every product will have its own set of stages to follow along this journey (Poulin
and Tran, 2020).
1.7 Evaluate how marketers are responding to the decision-making process, applying
Relevant examples from the hospitality sector
The managers are responding to the consumer's outcome in such a way that they are putting
together the requisite successful implementation of plan based on how the consumers are
offering suggestions &then developing appropriate programs &regulations new &appealing
services that will entice customers to return to the Savoy Hotel &make guidelines to their friends
&relatives. &in the Savoy Hotel, they are giving a new facility, which really is a gym area within
the hotel grounds, to satisfy a certain group of customers, since there are people who require a
gym within the hotel (Gursoy, 2019).
1.8 Compare &contrast the key differences of the hospitality decision- making
process in the context of B2C &B2B, using specific hospitality examples.
The difference between B2C &B2B is that in B2C, businesses give services direct to consumers,
but in B2B, businesses exclusively provide services to other businesses.
Decision making process B2C B2B
Problem recognition The problem is recognised by
the client since he is the one
who uses the hotel's services
&is aware of all of the hotel's
problems (Dinis, Breda,
&Pacheco, 2019).
The business is responsible for
making the required
modifications in response to
consumer input, &the
corporation or motel is the
organization that monitors
whether the plans are

implemented or not.
Information research Customers do research based
on advertisements
&suggestions, &they obtain
information &applications
about properties with the finest
hospitality on the internet & in
mobile applications.
The company looks for the
finest suppliers that can give
them with a sufficient quantity
&high quality of items to help
them improve their hospitable
function, &they strive to figure
out which component is most
important to clients.
Evaluation After conducting research, the
customer determines which
hotel should be chosen &while
it should be attended (Chen,
Tzeng, &Chu, 2021).
The company is evaluated by
anticipating consumer
&business research, & then
people make judgments on
how well the hotel may
improve the atmosphere,
furnishings, &subject.
1.9 Evaluate the different approaches to market research &methods of research used
for understanding the decision-making process.
There are several methods for conducting market research that are very useful for hospitality
managers who make effective adaptive decisions. As a result of these wise decisions, the Savoy
Hotel can earn a lot of money because individuals would have the amenities they desire, &client
satisfaction seems to be the most important factor. The following are a few of them:

 Observation: Hotel workers have a propensity to watch &observe client interactions, as
well as their opinions or ideas, in order to take suitable notes &assess them so that
appropriate improvements may be made in the hotel (Buhalis, &Park, 2021).
 Organizing surveys: this process aids in making quick decisions by building a
comprehensive questionnaire, which is then granted to both the guests upon arrival, who
fill it out according to their preferences. As a result of this scenario, the hotel
management is able to determine really is the majority's preference for which treatment
center or enhancement of the company's products (Yin, Du and Chen, 2020).
 Interviews: It has been established that facial expression discussions are the most
effective element of leadership, & also they can conduct face-to-face meetings with
visitors, or if that is not feasible, they can use teleconferencing, which really is a popular
second priority for the Savoy Hotel.
 Focus groups: This implies that the hospitality industry chooses some of the most
regular guests of any quality &then focuses on their impressions of the hotel, arriving at a
point in clarity when they underst&that set of people should be addressed.
 Surveys - Companies use surveys to contact consumers &ask them questions. They can
use a variety of methods to make a survey, which include:
- Phone: Staff members call consumers on the phone &ask them to answer a set of
rehearsed questions.
- The corporation distributes the inquiries to people's names &addresses in textual
form.
- Online: Participants are contacted through email or a link to something like an
online form that they may complete.

- In-person: The firm converses with persons it encounters in high-traffic places.
Respondents can sample products &services through in surveys.
 Social media listening - Users of social media frequently express their thoughts on a
broad range of issues, including businesses &their goods. Researchers may use social
networking sites eavesdropping to look for hot issues &assess what folks are saying. For
instance, a corporation may look for mentions of its primary br&&see what person has to
say about it. They can collect information regarding positive consequences, problems,
&prospective areas for progress in this method. Because of comments were not
requested, the statistics is more likely to reflect genuine, unvarnished viewpoints.
1.10 Provide a coherent & justified evaluation of how different factors influence hospitality
decision-making & buying behavior, supported by specific hospitality examples.
A multitude of conditions can have an impact on the outcomes of judgments. Some of these
qualities are specific to the selection situation like individuals personal desires for certain
purposes. Other elements, such as background, interests, mentality, goals, &financial condition,
are different for each individual.
The consequences of purchase decisions can be influenced by a variety of circumstances.
Some of these characteristics are unique to the purchasing circumstance, such as what you're
buying &for what purpose. Other aspects are unique to each individual like their upbringing,
tastes, character, motives, &financial situation.
- Factors of Psychology - Consumer behavior is heavily influenced by human psychology.
These influences are difficult to quantify, yet they have enough clout to affect a purchase
choice.
- Motivation - hen a person is sufficiently motivated, it has an impact on their purchasing
behavior. A person's fundamental requirements, social needs, safety needs, esteem &self

- actualization, &personality needs are only a few. Basic requirements &protection
demands take precedence over all other requirements.
- Perceptions - Customers’ perceptions is a significant determinant of consumer behavior.
Consumer perception can be defined through which a customer gathers &analyses
information of the product in order to construct a visual understanding of that thing.
A consumer's perception of a product is formed when they see commercials, marketing,
client testimonials, online comments, &so on. As a result, customer perception has a significant
impact on consumer purchasing decisions.
1.11 Evaluate how marketers can influence the different stages of the hospitality decision
The customer analyses numerous brands based on product attributes, specs, pricing,
&unavailability in the third step, which would be informational evaluation. Marketers may use
promotional mix to get their products to the head of shoppers' desire lists (Bhushan, 2019).
Marketers should provide superior products, competitive prices, inventory levels, & well-
informed advertising & also dissemination. Making a transaction is the fourth step, &it is the role
of marketers to make the purchase process as simple as possible for customers. Machines should
really be provided to households & also workplaces with professional cable &an easy &flexible
financing approach. Finally, by answering all customer problems &resolving customer concerns,
comment behaviour allows marketers to extend their relationship with customers. The
organisation should undertake routine maintenance to keep the customer pleased. By fixing the
concerns of angry consumers, the company may earn customer loyalty.
Conclusion
In order to influence both consumer & also corporate purchasing decisions, an organisation
should concentrate on analyzing consumer purchasing decision-making process. To help
comprehend &influence purchasing choices, businesses &consumers use a number of research
approaches. Character, purpose, appearance, behaviour, &environment all have a part in

determining customer decisions in a commercial situation. Advertisers may use marketing mix
methods to influence both consumer &business-to-business buying decisions.
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