Hospitality Consumer Behavior Insights: Hallmark Hotel Analysis

This report provides an in-depth analysis of consumer behavior within the hospitality industry, with a specific focus on the Hallmark Hotel. It explores the various factors that influence consumer decisions, including cultural, social, personal, and psychological elements. The report examines how digital technology, such as Alexa and social media platforms, is reshaping consumer behavior and trends in the sector. It also includes a discussion on the consumer decision-making process and the importance of understanding these behaviors to meet customer demands effectively. The report concludes by emphasizing the evolving nature of the hospitality industry and the critical need to adapt to changing consumer preferences. The report also includes a list of references with books and journals.

Hospitality Consumer Behavior
Insight

TABLE OF CONTENT
 Introduction
 Cultural, social, personal and psychological factors that impacts
consumer behavior and attitudes
 Factors of Consumer behavior change trends due to the impact
of digital technology.
 Conclusion
 References

INTRODUCTION
Hospitality business is rapid scale with change period of time.
Consumer behavior is defined as studying the insight behavior of
consumer according to which they act (Rodríguez-Torrico, 2017). In
hospitality sector, it is important to be aware abut consumer
behavior so that demands and requirements are me. Hallmark Hotel,
a five star hotel headquartered in U.K. The hotel is owned by Top-
land group investment company. This report comprises of several
factors the affect consumer behavior, change in consumer trends,

Cultural, social, personal and psychological factors that
impacts consumer behavior and attitudes
Cultural factor- IN this factor, it includes beliefs, shared values,
religion etc. which affects the behavior of consumer at deeper level
because consumer chooses the products or services depending upon
their surrounding culture. For example- In many cultures, people
prefers to eat vegetarian foods and accordingly others act. It
reflects their mind set and thinking of their action (Palihawadana,
2016).
Social factor- It is another element in which it involves group of
people,society etc. This depicts that when buying decisions is made
by consumer, the presence of others makes it difficult for them to
buy product or service. Such as family, role, status affects the
behavior of customer at larger level.

Continue..
 Personal factor- In this, it states the elements like income,
friends,occupation life cycle, personality etc. Consumer buy
product or services by considering these personal factors. It is
often seen income is most affected personal element which
change the decision process of consumer in market.
 Psychological factor- In this, it is most effective factor because
it includes perception, learning, motivation, attitude etc. The
decision process of buying is made by consumer on daily basis.
Whenever a consumer is thinking about purchasing the product,
they first analyze whether service or product is enough to satisfy
their needs or demands or not.

Factors of Consumer behavior change trends due to the
impact of digital technology.
The hospitality sector and consumer behavior both are changing at
wider scale. This is because of rise in competition level among same
industry, available of more alternative options of a product or
service and change in technology. In this digital era, people and
consumers are dependable and focused towards use of digital
technology which is also changing their behavior as well attitude. IN
relation Hallmark Hotel, they have been also using technology and
tools in their business with aim of targeting and audience & business
resources (Roy, 2016).

Continue..
Alexa- This is invention of Amazon, which is used by every
business sector to get information or data ,of a particular field in any
language. It is being viewed as virtual assistant AI technology
which can control any smart devices used by consumers. In context
of Hallmark hotel, they also uses Alexa for understand the
languages of customers which comes all around the world so that
language barriers does not arise. This has affected consumer
behavior as it assists them in gaining credentials about food,
destinations, hotels etc. (Roy, 2020).

Continue..
Social media platforms- It is another impact of digital technology
over consumer behavior as in this people are more active on social
media platforms such as Facebook, YouTube, Instagram through
which they gain information around the world. In relation with
Hallmark hotel, they too use social media platforms which help
them to get insight of behaviour as well as attitude of customer so
that best services are provided to them so that demands are met at
appropriate level. Also, traditionally feedbacks was given on paper
whereas in modern era of digital technology, customers give
feedbacks on social websites.

CONCLUSION
After a brief analysis of above report, it is seen that the hospitality
industry is evolving with time. The consumer behavior has been a
major concept which is focused by this sector. In this report,
discussions has been made about stage of consumer decisions
making process, changing trends of consumer behavior. Therefore,
it is examined that it is essential to understand the consumer
behavior so that goals are accomplished.

REFERENCES
Books & Journal:
Rodríguez-Torrico, 2017. Tell me what they are like and I will tell
you where they buy. An analysis of omnichannel consumer
behavior. Computers in Human Behavior, 68, pp.465-471.
Palihawadana, 2016. Effects of ethical ideologies and perceptions of
CSR on consumer behavior.Journal of Business Research,69(11),
pp.4964-4969.
Roy, 2016. 17 Barriers and constraints in the use of local foods in
the hospitality sector. Food tourism and regional development:
Networks, products and trajectories, p.255.
Roy, 2020. Customer Acceptance of Use of Artificial Intelligence in
Hospitality Services: An Indian Hospitality Sector
Perspective.Global Business Review, p.0972150920939753.