Factors Influencing Hospitality Consumer Behavior and Purchase Journey

This report provides a comprehensive analysis of consumer behavior within the hospitality industry, focusing on factors that influence consumer decisions, including cultural, social, personal, and psychological elements. It investigates the impact of digital technology on consumer trends and explores the stages of the consumer decision-making journey, mapping a path to purchase for hospitality services. The report also examines the differences between B2C and B2B decision-making processes in the hospitality context and evaluates various market research approaches. Furthermore, it analyzes how marketers can influence the different stages of the consumer decision-making process to enhance their marketing strategies. The report uses Travelodge as a case study to illustrate the concepts discussed.

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context..................................................3
P2 Explore how consumer trends are changing due to the impact of digital technology...........5
TASK 2 ...........................................................................................................................................6
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service...................................................................................6
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector..................................................................8
TASK 3............................................................................................................................................9
P5 Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B, using specific hospitality examples.............................................9
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process..............................................................................11
TASK 4..........................................................................................................................................12
P7 Examine how marketers can influence different stages of decision making process in
relation with hospitality.............................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Consumer behaviour is defined as study of individual and association of individual that
how they initiate process of buying and satisfying their own needs. Consumer behaviour is
recognised as the study of understanding needs and demands of customers so as to attain pre
formulated goals and objectives (Bowie and Buttle, 2011). Behaviour of consumer draws high
impact within buying habits in hospitality industry as this industry is implicated by customers
only. Consumer behaviour is regarded as a term which is associated with recognising insight of
individual and their qualities which are held by all the individual in context of demo-graphs,
behaviour and geographical qualities. This report is made so as to enhance understanding
regarding different concepts within consumer behaviour in the context of Travelodge hotels.
Travelodge is a private company which is owing their hotels within industry of hospitality in
UK. Travelodge is managing more than 570 hotels around UK and they are known for comfort
stay along with economical pay.
TASK 1
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context
Consumer behaviour is known as the study of people and their perception for buying and
disposing of any product. Consumer behaviour is driven by numerous factors under which
services of hospitality is depending. In the background of Travelodge, the company is putting
high efforts on understanding their customer so that customer satisfaction can be received by
them as well. There are various factors through which consumer behaviour is influenced and
these factors are examined below:
Social factors: These factors are associated with environment pertained by individual as this is
playing major role for consumers in framing decisions. Social factor is divided into three major
parts such as:
Reference group: These groups are associated with immense power of influencing
decision of consumer and under this opinion leader is having major role of impacting decisions
of personnels (Chatterjee and Pandey, 2019). This group is showing their power of influencing
perception and mentality of others in such a way that positive decisions can be framed.

Family: Family is known as the place where primary belongings are undertaken by an
individual. Values and beliefs are result of family as blood relation is held with them. So this can
be concluded that on buying decision family upbringing is having major impact as well and these
upbringing frames behaviour of an individual (Dixit, 2017).
Roles and status: Role and status is defined as the portion under which societal identity
is proved. This factor is drawing positive impact for consumer behaviour as role executed by an
individual is factor defining status of individual and their earned income draws behaviour of
consumer.
Personal factors: These factors are accumulations of various aspects which are pertained by
individual and these factors are drawing high impact on consumer behaviour. Personal factor is
associated with various aspects and these are explained as under:
Age and life cycle stage: This is essential that all the framed decisions are taken by
individual as according to their age. At every age needs and demands are changed so behaviour
is related with those needs and demands of individual. So this aspect draws huge impact over
consumer behaviour.
Occupation: Occupation is known as the job or business which is carried out by the
individual. In the context of consumer behaviour occupation is playing essential role as this
provides financial assistance and financial stability due to which purchasing power get impacted.
Cultural factors: These factors are related with moral value, tradition, beliefs and other
constraints. Culture is playing significant role in influencing consumer behaviour in follwing
mentioned manner:
Sub-culture: These are regarded as the group in which same value and traditions are
pertained. Due to similar culture likes and dislikes are created which enumerates higher power of
decision making by consumers and their moulding their behaviour.
Social class: Social class is categorised as creation of a society and accumulation of
people which frames prominent impact on decision making for an individual. Every society is
having various traits due to which their behaviour get moulded and process of decision making
takes place by consumers (Bowie and et. al., 2016).
Psychological factors: These factors are related with the existence of mind and perceptive
abilities of an individual. From inner insight these factors are propounded and this is pertained
with various factors those are explained as under:

Motivation: Motivation is defined as the requisite aspect which is required by an
individual in order to stay activated and satisfied. In the background of Travelodge they are
trying to motivate their customer by using various promotional tools and attracting them to make
buying decisions.
Perception: This factor is related with mind and thinking ability of an individual through
which decision can be framed by an individual. In the background of Travelodge they are
focused on making prominent connections with their customer so that to hamper their perception
in positive manner.
P2 Explore how consumer trends are changing due to the impact of digital technology
Digital technology is regarded as the resource by which high influence over consumer
behaviour is drawn as in current time most of the people is using technology as their primal tool
and the same is preferred by mass audience as well. By taking assistance of digital technology
innovation in ideas can be rendered due to which sharp ideas can be undertaken in the process of
decision making (Jahauri, 2017). In the context of recent time digital platform is the area which
is inhaling new and innovative ideas from the marketplace due to which customer behaviour can
be moulded. There are numerous factors due to which customer's are getting huge implications in
the light of digital technology. These factors are explained as under:
Ease and comfort in accessing information: Digital technology is assisting customers
within hospitality industry in order to attain ease and comfort while booking and rendering
services as well. In the context of Travelodge they are utilising various devices in taking
bookings which is providing ease and comfort to their customers. This facility and technology is
enhancing accessibility and availability for customer due to which data can be used by customers
in prominent manner.
Changes in consumer's desires: Technology is drawing prominent impact within
customers as by accumulating information within hospitality industry needs and demands of
customers can be understood by which the same can be fulfilled. Similarly with the help of this
active solution can be reached out as at online platform there are thousand of options which are
available. In the context of Travelodge they are opting for customisation in order to understand
and meet demands of customer in optimal manner.
Enhancement in customer connection: With the help of digital technology customer
can be connected for long duration due to which high expectations can be created. Social media

is one of the major aspect within digital technology which is focused in connecting people.
Social media includes Facebook, Instagram and many other websites. These websites are
emphasised on connecting with customers and enhancing customer base as well. Under this
context Travelodge has launched there own website through which bookings can be made by
customers in easy manner.
Impact of mobile apps: Mobile apps are one of the most revolutionary concept by which
proper communication can be established within customers and the organisation. Mobile
applications are emerged with positive impact for customer as in current scenario mobile apps
are giving numerous ways to customers in order to establish communication with organisation.
In the context of Travelodge they have initiated their own app through which customer
accessibility have increased for them (Jose, 2017).
TASK 2
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service
For organisation this is required that they predict consumer behaviour in a better way so
that purchasing decision can be backed by any individual. In the context of Travelodge they are
putting high efforts in order to evaluate decision making of their customer so that to get their
services modified as per the manner they want. The company has adopted process of decision
making which is explained as under:
Problem recognition: This is the primal stage within process of decision making as after
identifying problem and examining needs further procedure may take place. This step is

associated with area under which problem can be identified which is required for matching
standards of rendered services.
Information search: Under this stage numerous information is being collected by taking help of
varied sources so as to look after to needs which has been propounded. For instance as a
customer is trying to book a resort then they will try to search information forma various resorts
pertaining to their services and rates. This approach is known as external approach under which
information is being collected from different sources by the customer in order to frame their
decision (Din and Nuh, 2019).
Evaluation of alternatives: In the step of searching information various alternatives has been
undertaken and under this step these alternatives are evaluated on the basis of needs and
demands. There are various attributes on those basis an individual is taking decision regarding
selecting alternatives form pool of options. This stage is regarded as a crucial stage under which
customer is selecting one options out of many on the basis of its suitability and needs.
Purchase decisions: Under this step customer is taking their decision regarding purchase of a
particular commodity or services. On the basis of suitability and need satisfaction. This stage is
leading customers to examine their needs and make a decision. Decisions are influenced by
social media, advertisements, mouth publicity and other aspects.

Post purchase behaviour: This is the last step of decision making process under which reviews
are collected by customers in regard to usage of services or product. Under this customers are
trying to express their level of satisfaction after using services offered. This is the major aspect
when an organisation get to know regarding future purchase by the customer and their power of
brand recall as well (Sharma and Foropon, 2019).
P4 Explore why it is important for marketers to map a path to purchase and understand consumer
decision- making in the hospitality sector
In the journey of customer product and services are being offered to them through which
on the basis of needs and demands purchase decisions are taken by them. For a marketer this is
imperative that they map a path for customer in order to influence them to make purchase
decisions. Mapping is essential in order to understand customers perception and understand their
needs in prominent manner.
Significance of map path to purchase
Understand level of interaction between customer and business: With the assistance
of mapping path of purchase interaction between customer can be enumerated at optimal manner.
On the other hand complaints and grievances of customer can be solved in prompt manner.
Besides this mapping is helpful in aligning customer behaviour in regards to their needs and
change introduced in the business. In the context of Travelodge they are trying to build up trust
in the minds of customers by communicating in appropriate manner.
Emphasises on customer needs: Under process of mapping numerous customers are
identified at different level through which business can be modified in such a way that all the

prevalent changes can be undertaken. In the context of Travelodge mapping is assisting the
company in attaining customer and their objectives in equivalent way.
Differentiates gap between desired and real experience of customers: Purchase path
is associated with another advantage of differentiating gap between real and desired experience
of customer which is being inhaled by them. This is helping Travelodge in grabbing customer
satisfaction and customer base as well.
Recognises development priorities: Purchase mapping is significantly helping a
marketer to examine development priorities in such a way that procured resources can be utilised
in most effective way. In the background of Travelodge as the company is dealing in providing
comfortable stay to their customer along with economic prices so this is giving them higher
stability and power to use resources at optimum level (Ivanov, Dolgui and Sokolov, 2019).
Helpful in gaining business insight: This is prominent that business insight are made
during path of purchase by marketer and customer as well. There are various aspect under which
mapping is proven to be the factor which is providing ultimate customer satisfaction and helping
the business in getting varied insights in order to grow and sustain.
TASK 3
P5 Compare and contrast the key differences of the hospitality decision- making process in the
context of B2C and B2B, using specific hospitality examples
B2B is categorised as the transactions which are performed between businesses. On the
contrary B2C transactions are performed between business and customers. In the background of
Travelodge differentiation of these two activities are elaborated as under:
Basis B2B B2C
Customer In this activity business are
regarded as customers. For
example Travelodge is
performing business activities
with another hospitality
business.
In B2C approach customers
are considered as end user of
the product or services. In the
context of Travelodge as they
are rendering services to their
clients which is known as a
B2C transactions.
Criteria of Focus B2B activities are majorly B2C businesses are

focused towards making robust
relationship, under this aspect
Travelodge is trying to
establish effective
communication with another
businesses so as to get to know
regarding market trends (Nam
and et. al., 2019).
emphasised on receiving fuller
customer satisfaction by
rendering prominent services
to them. In the context of
Travelodge they are
continuously trying to
intensify their services so as to
grab attention of their
customers.
Initiation of brand value In B2B activities brand value
are being initiated by making
high edge relationship with
other companies. For instance
Travelodge is involved in
executing various activities in
B2B approach so as to increase
their market goodwill.
For initiating high brand value
B2C businesses are using
promotional tools and pitching
customers in effective manner.
Sales drivers In B2B sales are driven by
social proof and value
proposed.
In B2C activities by providing
awareness sales can be driven
by businesses which helps the
organisation to make more
loyal customers.
Buying Decision making Decision making in B2B
activities are planned and
regarded ad logical.
Decisions under B2C activities
are framed by undertaking
emotions and desires of the
customer.

P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process
Market research for B2B: Decision making procedure under B2B is rigid and associated with
various problems. Competitive advantage is required to be attained in the market by performing
B2B activities. In the context of Travelodge they are using various market research method in
order to appear for B2B activities. Some of the research methods are elaborated as under:
Competition analysis: In order to sustain and earn goodwill competition analysis is a
prominent concept which can be used by businesses in order to frame effective B2B decisions.
Under this strength and weaknesses of rival is analysed so as to understand decision making
process (Kumar and et. al., 2018).
Qualitative study: Under this prominent focus is rendered on collection of various
information by taking interviews from experts. Decision making in B2B activities are hard but at
the same time by taking assistance of qualitative analysis market condition can be understood in
better way. This study is helping the business to understand cut throat market competition and
ways in which own business can be modified.
Market research methods under B2C: Under B2C organisation are using primary resources in
order to accumulate information so as to attain major edge of customers. Cost and time is being
used within this method but on the other hand accurate results can be ascertained within decision
making process.
Questionnaire: This is related with sequence of question which are given to targetted
customers and the same is filled by customers. This is helping in understanding needs and
demands or preferences of customers in proper manner. In the context of Travelodge prominent
decision are taken by undertaking results drawn from sequence of questions.
Interviews: This is helpful in making direct dodge free communication with target
customer in order to recognise areas and sides which is required to be inhaled by business so as
to sustain in the market.

TASK 4
P7 Examine how marketers can influence different stages of decision making process in relation
with hospitality
Growth and success of an organisation is totally depending upon business efficiency and
accuracy in decision. Decision making is the process which is having direct implications over
marketer so at every stage marketer is required to inhale some changes. In the context of
hospitality impact of marketer is elaborated as under:
Need/problem recognition: This is imperative to recognise needs and demands of
customers as this is having positive impact over sales and business profits. Marketer can easily
access impact of recognising needs and demands of their customers so that they can
communicate to the managerial level in order to meet the same in effective manner.
Evaluation of alternatives: After executing research now marketer is having obligation
to evaluate all the alternatives which are seen by them as this aspect is helpful in meeting needs
of customer in prompt manner. In current time due to availability of substitutes buying behaviour
and preferences of customer get shifted very fast which may bring adverse impact to the
company in terms of profit and sales (Birinci, Berezina and Cobanoglu, 2018).
Information search: After recognising needs the forth step is to accumulate information
pertaining to needs. Numerous sources are used under this stage as marketer is having role to
gather information. Internet, books, face to interactions are some methods which are used in
order to collect information.
Purchase decision: Under this stage decisions are being taken by customer by
understanding needs and aligning the same with product and services which are offered in the
market. Marketer is having role to motivate customer so as to hamper their buying decision in
positive manner.
Post purchase dissonance/ behaviour: Under this step feedbacks are collected by
marketer in order to examine customer experience and their level of satisfaction while using
business offerings.
CONCLUSION
From the above report this can be concluded that in hospitality business needs of
customers are playing effective role in setting up the business in appropriate manner. Under this

report various concepts are highlighted which are related with hospitality and consumer
behaviour as well. These aspects are helpful for the business to inhale so as to enhance
profitability and market prominence as well.

REFERENCES
Books and journals
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Routledge
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industry through ZMET. International Journal of Business Innovation and
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Dixit, K., 2017, The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism.
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Nam and et. al., 2019. Blockchain technology for smart city and smart tourism: latest trends and
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Sharma, A. and Foropon, C., 2019. Green product attributes and green purchase
behavior. Management Decision.