This report provides an in-depth analysis of hospitality consumer behavior, focusing on the factors influencing consumer attitudes and decision-making processes within the context of Bicester Village Hotel in the UK. It explores the impact of social, cultural, psychological, and personal factors on consumer behavior, as well as the influence of digital technology on consumer trends. The report examines the stages of consumer decision-making, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior, and highlights the importance for marketers to map the path to purchase. It also discusses appropriate research methods to understand consumer decision-making, contrasting B2B and B2C approaches, and explores how marketers can influence different stages of the consumer decision-making process. The report utilizes the Black Box Model to understand customer decision making, including the use of primary and secondary research.