Investigating Hospitality Consumer Behavior and Digital Influence

This report delves into the realm of hospitality consumer behavior, investigating the multifaceted influences that shape customer choices. It meticulously examines cultural, social, personal, and psychological factors, providing a comprehensive understanding of how these elements impact purchasing decisions within the hospitality sector. Furthermore, the report explores the transformative impact of digital technology on consumer trends, highlighting how online visibility, digital connectivity, and the widespread use of smartphones are reshaping consumer expectations and behaviors. Through an analysis of these diverse factors, the report provides valuable insights into the dynamics of the hospitality industry and the importance of adapting to evolving consumer preferences. The report also includes references to support the analysis.

Hospitality consumer behavior
and insights

Content
• Introduction
• Investigate different cultural, social, personal and psychological factors that influence
consumer behaviour
• Explore how consumer trends are changing due to impact of digital technology
• Conclusion
• References

Introduction
Hospitality consumer behaviour includes the study of the consumers and the
tourists in the several touristic places and leisure such as hotels, amusement
parks, transportation sector etc. In this consumer behaviour can reflects the
perception and requirements of an individual person by using demographic,
behavioural, geographical factors that also helps the hospitality industry to
easily understand the customers and enhance their sales and profits.

Investigate different cultural, social, personal
and psychological factors that influence
consumer behaviour
Consumer behaviour refers to the
study of the consumers and the
applications related to the
products and services they could
choose, use and dispose.

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Culture
Social class- AS in this factor
consumer behaviour regarding the
purchase of goods and services
can be influenced by the expected
purchase of the peers.

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Sub- culture- This culture is involves the group of people who are having
same kind of values and perceptions that are different from the parent
culture in which they belong. In case of Intercontinental group of hotels,
manager can examine the consumer behaviour according to their sub-
culture where a group of the society are very happy to explore hospitality
sector.

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Social
Reference group- This group is belong to the social class where consumer
behaviour can be influenced by the specific social group that is related to
the age, work, hobbies etc.
Family- It represents as a most influencing factor for an individual person
because in this an environment of socialisation can be developed that can
evolve, shape the personality of an individual.

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Personal
Occupation- This aspects impact majorly on influencing the buying
behaviour of the consumers. In context of Intercontinental group of hotels,
marketers can targets the consumers according to their buying behaviour
so that they attracts very easily.
Economic situation- As this aspects is highly influencing consumer
behaviour. In case of Intercontinental groups of hotels, marketers can
targets and influence the consumers on the basis of their income level.

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Psychological
Motivation- It refers to what offering drive the consumers to influence the buying
behaviour. In case of Intercontinental hotel groups, manager can influence the
consumer behaviour by motivating them towards the usage of the services.
Perception- It refers to the process of interpreting the information that makes some
senses. In this Intercontinental group of hotels can influence the consumer
behaviour by showcasing the services after analysing the customer perception
towards the services and hospitality industry.

Explore how consumer trends are changing
due to impact of digital technology
Digital technology can impact majorly the consumer trends and perceptions
this majorly affect the business of hospitality sector. In context of
Intercontinental Group of hotels, impact of digital technology affects the
consumer trends that can be shown below:
Desires of consumers are changed- In case of Hospitality sector, technology
majorly impact the desires of the consumers as it is changes according to
the online visibility of the products and services of the hospitality sector.

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Consumers are connected digitally-
In today's trends consumers are
fond of using the digital
technology.
Needy information available easily-
If the consumers needs
information regarding he
Intercontinental group of hotels
then with the help if digital
technology it can available easily
and in a short period of time and
also very conveniently.

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Impact of smart phones- It is
one of the major factor that
influence the consumer
trends , now a days people
are very much addicted to
the use of smart phones as it
performs multiple functions.