Consumer Behaviour in Hospitality: The Grand, York Case Study

This report analyzes consumer behavior within the hospitality industry, using The Grand, York as a case study. It explores the various factors influencing consumer purchasing decisions, including cultural, social, personal, and psychological elements. The report delves into how these factors impact customer choices, such as reference meetings, family considerations, life cycle stages, and psychological motivations like inspiration. Furthermore, it examines the impact of digital technology on changing customer trends, emphasizing the importance of innovation, truthfulness in data provision, and the use of mobile applications to enhance customer satisfaction and loyalty. The conclusion emphasizes the need for hospitality firms to understand and adapt to evolving consumer behaviors to ensure long-term success.

HOSPITALITY CONSUMER
BEHAVIOUR INSIGHT

 Introduction
 Different cultural, social, personal and psychological factors which
impacts the behaviour of purchaser
 Change in customer trends due to digital technology
 Conclusion
 References
Table of content

 Consumer behaviour is defined as method of analysing behavioural activities of
entity in relation to their desired needs at the market area. The firm main objective
is to offer products according to customers need so they can be satisfied thus
enhancing growth index. The business environment is changing very rapidly thus it
have great impact on customer behaviour related to hospitality firm. In this current
assignment the chosen firm is The Grand, York. It is among the luxurious hotels in
UK which is offering quality services to their customers
Introduction

 The most important factor for hospitality firm is to analyse factors which are
affecting purchase behaviour in particular time frame. In relation to The Grand
York they are mainly investing funds for understanding behaviour of customers
who are visiting their hotel for earning customer loyalty. The factors which are
affecting buying behaviour of person are identified with the reference of the points
evaluated below as:
 Social factor consist of climatic area, lifestyle, education and society where the
activities are carried out. They are having direct implication on business functions
mentioned below as:
Different cultural, social psychological factors
affects behaviour of purchaser

 Reference meeting: In aspect is related with conducting meeting for analysing
intensity level which are impacting on behaviour of clients. As there is large crowd
so customer can change their mind and switch to another hotel of their choice
 Family: This is another aspect which impact on choice of individual while they
are selecting hotel for their stay. If an individual is going on a family trip then
choice of hotel will be family type with renowned location, facility & security
concern having well-furnished room
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 Individual factor
 These factors are linked with personal views of individual for Hospitality industry.
These factors are impacting on decision which is taken by customers for their
satisfaction at Hotel which are evaluated below as:
 Life Cycle & Age: This is the main element which impact on customer choices
within hospitality firm. The younger generation when plan for an outing basically
prefers for adventurous hotel with five star ratings while older generation main aim
with comfort & facility so they will not face any type of difficulty.
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 Psychological elements
 This factor is linked with mind-set of a person and their capacity volume which
affect decision of choices among the hotel. Thus the element connected with this
factor is evaluated below as:
 Inspiration: This is the major psychological element which has direct impact on the
ability of person to take decision among the hospitality industry. In context of The
Grand York they are focusing on motivating their guest to achieve favourable
outcome so they can retain them for their next service.
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 Innovation is an important tool that has direct impact on buying decision of an
individual during particular time duration. The current innovation results in
offering services for enhancing profitability ratio for future time duration. In
relation of Grand York innovation results in satisfying changing needs of client
during desired time. There are various factors where customers demand changes
according to their needs in relation of advanced technique. The factor concerned
with this are evaluated below as:
 Truthfulness and support in getting data: Digital technique helps customers in
hospitality industry for achieving ease while delivering services to clients in
hospitality industry
Change in customer trends due to digital technology

 Changes in customer taste and preference is essential to implement innovative
technique by which customer can be satisfied. In every changing business the
hospitality firms are focused toward using online service by which customer can
compare and choose the best hotel according to their budget. Customization
services are also available to their potential customers so they can use them
according to their need.

 Mobile Application is also an effective business idea in which there can be proper
communication among client and hotel. Applications which are portable in nature
have direct impact on customers thus developing good relations with the hotel
managers in the desired time frame. In relation of Grand York they have developed
their own website where customers can know about the services offered and also
book hotel according to their convenience.
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 From the above business report it can be concluded that Consumer behaviour is
related to the process of determining behaviour of individual in relation to their
desired need at market area. Hospitality firm majorly focuses on conducting
research for analysing customer need so that product offered can satisfy customers.
As the environment is changing thus new innovative gadgets should be used by
Grand York so that customer can be retained for long run.
Conclusion

 Gunden, N., Morosan, C. and DeFranco, A., 2020. Are online food delivery
systems persuasive? The impact of pictures and calorie information on
consumer behavior. Journal of Hospitality and Tourism Insights.
 Hu, F., and et al., 2019. Evolving customer expectations of hospitality
services: Differences in attribute effects on satisfaction and Re-
Patronage. Tourism Management. 74. pp.345-357.
 Li, X., Ma, E. and Qu, H., 2017. Knowledge mapping of hospitality
research− A visual analysis using CiteSpace. International Journal of
Hospitality Management. 60. pp.77-93.
References

THANK YOU!!!!!