This report delves into the intricacies of hospitality consumer behavior, examining the various factors that shape consumer attitudes and influence their decision-making processes. It begins by defining consumer behavior and identifying key factors like cultural, social, personal, and psychological influences. The report then analyzes the challenges faced by hospitality businesses, such as Marriott, in meeting consumer expectations and adapting to the impact of digital technology and emerging consumer trends. The core of the report maps the consumer's path to purchase, outlining a five-stage decision-making model and exploring different levels of problem-solving. It evaluates various research forms to influence consumer decision-making, differentiating between B2C and B2B approaches, and examines how marketers influence different stages of the consumer decision-making process. The report also investigates the influence of heuristics, marketing mix elements, and new technologies on consumer choices, providing a comprehensive overview of consumer behavior in the hospitality sector.