Hospitality Consumer Decision Making and Marketing Evaluation Report

This report delves into the intricacies of consumer behavior within the hospitality sector, using Ibis Hotel as a case study. It investigates the cultural, social, personal, and psychological factors shaping consumer attitudes and behaviors. The report explores the impact of digital technology on consumer trends, examining how mobile integration, AI, and improved customer interaction are reshaping the industry. It also analyzes the stages of the consumer decision-making journey, mapping a path to purchase for hospitality services, and emphasizes the importance of this understanding for marketers. Furthermore, the report compares and contrasts B2C and B2B decision-making processes within the hospitality context and evaluates various market research approaches used to understand consumer decision-making. Finally, it assesses how marketers can influence the different stages of the hospitality decision-making process, providing specific hospitality examples.

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................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
TASK2.......................................................................................................................................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.............................................................7
TASK3.......................................................................................................................................8
P5 Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B, using specific hospitality examples........................................8
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process.........................................................................10
TASK4.....................................................................................................................................11
P7 Evaluate how marketers can influence the different stages of the hospitality decision-
making process giving specific hospitality examples..........................................................11
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................13
Books and journal................................................................................................................13

INTRODUCTION
Consumer behaviour can be defined as an investigation which is related to
establishment of relationship between the businesses in order to fulfil a cycle of purchase.
The current business environment is changing continuously which also impact on the
consumer behaviour of hospitality organisation (Buhalis, 2019). For attracting the customer it
is essential for the business entity dealing with the hospitality industry to manage the
consumer behaviour by using different techniques. In relation to the current report the chosen
organisation is Ibis hotel. It is a brand of economy hotel which is owned by Accor. This was
created in 1974 and become a economy mega brand in 2011 where the launched Ibis style
and budget hotels. Relation to the current report there is discussion about the impact of
culture social personal and psychological factors on the behaviour of purchaser. This also
includes changes in customer trends because of digital technology and analysis of customer’s
decision-making process by mapping the path for hospitality. Along with this there is various
kind of discussion on the marketing for customer decision making and business to business
and business to consumer decision making process.
MAIN BODY
TASK1
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes within a hospitality context
It is important for hospitality organisation to identify the cultural social personal and
psychological factors which are impacting on the behaviour of employees as well as
customers within market. This is because, there are various functions which are to be
performed by the manager and are related to these factors by which customer are impacted.
All these are discussed below:
Social factors:
These are those factors which are related to the society and the climate of the area
where the organisation is working. This is impacting on the organisational function in a direct
manner. These are listed below:

Reference gathering: In context of this factor that include the gathering which are
related to the intensity which impact the behaviour of customers. Here because of intense
gathering customer can change their mine in hospitality industry and then shift to the other
(Chatterjee and Pandey, 2019).
Family: Is also a factor which impacts the choice of a person while choosing a
hospitality organisation. Person is going on a family vacation that it will choose that kind of
hospitality form which is related to family type accommodation with higher number of
rooms.
Job and status: Economic capacity is also a social factor within an individual's
behaviour for a hospitality organisation which also impacted on the decision. Under this
individual has to identify its status for choosing hospitality. Ibis hotels provide budgeted
hotels which can be afforded by each and every individual.
Individual factor
It includes those factors which are related to the personal views of individual. These
factors directly impact on the decision where the customer uses them for their personal
satisfaction. Some of these are discussed below:
Age and life cycle stage: this is a major factor with individual factors which impact
the choice of individual for hospitality. Here, old age bring needs which are related to more
comfort where young one will choose adventurous hospitality system (Gunden,, Morosan and
DeFranco, A., 2020).
Occupation: occupation is also individual factor which impact on the decision
making ability of individual while choosing and hospitality services. For instance, business
class person will choose high class hotel where are middle occupational person will choose
budgeted hotels.
Social group
Include all those gathering which are directly related to the behaviour of individual.
Under this all the comparative cultures are covered which make it count higher for an
individual.

Social class: this is also factors which affect the customer disease ability within and
hospitality sector. There Different kind of social class from which customers belongs. this has
direct impact on Ability of a customer and decrease their ability to take effective decisions.
Psychological elements
These elements are directly related to the presence of mind within an individual and
the capacity to influence different decision related to hospitality success. Mera video surface
which are included under this with the dispatch below:
Inspiration: Are the prime psychological factors which impact on the decision-
making ability of an individual in contact of choosing and hospitality service. tere the basic
factor with impact on the decision of clients as well as their behaviour for choosing a
hospitality sector. Under this the motivation is characterized as an essential function for
choosing a particular service (Hu, 2019).
P2 Explore how consumer trends are changing due to the impact of digital technology
Digital technology can be defined as the use of electronic tools system devices and
resources in relation to generating and storing the process data. The current time the unit of
digital technology is increasing in a regular manner which is also implemented in hospitality
sector. This is helping in changing the trend to really hospitality factors impacting on your
performance of firms in a directory. Some of the current trends which are related to digital
technology within the hospitality sector at discuss below in relation to ibis hotels:
Mobile integration: It is a prime change within the trends in which are related to
digital technology and its impact on hospitality sector. Under this change, now customer are
being friendly with their mobile phones and increasing the use of mobile phones. In context
of this organisations are also improving their functions where they are using new technology
which is related to the check in and check out system by the use of mobile instead of digital
keys. Ibis hotel is also using this technology to facilitate improve functioning to its customers
and managing the changes accordingly (Li, Ma and Qu, 2017).
Artificial intelligence and chatbots: In concept of artificial intelligence and chatbots
is continuously developing by the upbringing of digital technology. Ibis hotel using artificial
intelligence and chatbots where organisation is providing actress voice activated chatbots to
open the curtain set alarm and order breakfast. Users can also connect this at what to their

smartphones where they will provide different kind of access as well as facilities to the
customer for improving the functioning.
Improving client association: Digital technologies also improving declined
association within the hospitality industry. It can be seen within ibis hotel, where organisation
is providing various platforms such as social media platforms like Facebook,
Instagram and twitter where customers can raise their queries in relation to the organisation
services in a group system so that they can force the organisation to improve their services.
Improving customer wants: Technology is helpful in increasing the customer want
in context of hospitality industry. This can be seen from the current demand where customers
are using online application site and many other digital platforms to review the organisation
and identify their key requirements. In context of Ibis hotel, majority of booking from online
application and site which is showing the influence and changing habits of customers because
of digital technology (Litvin, Goldsmith and Pan, 2018).
It can be evaluated from the above that digital technology is influencing the behaviour
of customers within the market. This can also state that it is helpful for the hospitality
industry in moving the trends of customers towards the firm at improving the functions
accordingly.
TASK2
P3 Examine the stages of the consumer decision- making journey and map a path to the
purchasing for a given hospitality service
Customer decision making is important for organisation as it is helpful to identify the
needs and requirements of customer and the methods which can be used by the organisation
to fulfil these requirements. There are several steps in a customer decision-making process
which are discussed below:
Need reorganization: It is the first step in this process where the customer identify
the need of the products and services which one to consume. In context of hospitality
business, organisation can target in this step by identifying their target market and the needs
of the customers within the market so that it can use it as an opportunity.

Information search: Information search stage is that stage in this process which
tends to changes within the consumer requirement. Under this, customer use different sources
to identify the information in relation to the products and services it want to consume. In
context of Ibis hotel, organisation can use various functions like advertisement and market
campaigns for their hotels and services. helpful in attracting the customer and providing them
and overview of the organisation at the time of informational search (Murphy, Gretzel and
Pesonen, 2019).
Evaluation of alternatives: It is third stage in consumer decision making process.
Under the stage, customers need to focus on different in alternatives which they identified
from the above-mentioned stage. Therefore, Ibis hotel can use to provide cheapest services
with best quality to the customers which help the customer in making effective decisions in
relation to the products and services offered by the firm.
Purchase decision: It is the fourth stage in the process of consumer decision making,
under this stage customer has to make a decision in relation to the product and services which
you want to consume for satisfying its needs and requirement. In context of Ibis hotel,
organisations providing budgeted hotel to the customer which is the best method to attract the
customer in the market of hospitality industry.
Post purchase evaluation: it is the last stage, where the customer use a post purchase
evaluation. In context of hospitality industry, this evaluation is done by the customer after
booking the hotel room for hospitality services. Here is the customer identify all the
requirements and some instructions which are required to be fulfilled. this is the last stage
where organisation has to use its personal influence by guiding the customers about the
services which are offered by the firm and they purchased (Sharma, Chen and Liu, 2020).
This has direct impact on the hospitality organisation as form can use each and every stage
according to its requirement. Ibis hotel is also using this function for making the customer
attracted toward the organisation and improving its functioning.
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision- making in the hospitality sector
In context of business organisation, it is important for firm and a marketer to analyse the
customer decision making path and using this for improving organisational performance

within the market. This is important for the firm to perform its functions and manage the
customer decision process. Some of the significance of this discussed below:
Client need identification: in context of hospitality sector, identification of customer
behaviour process is impactful marketer because it helps in identifying the needs and
requirement of customer. It is based on the study of customer behaviour which help in in
knowing the current requirement and changing the decisions for attracting the customers
towards the firm.
Increasing profitability: it is identified that the current situation and influencing the
decision making process of customer. Management within the hospitality team can achieve
higher profitability objective. As, there are various functions which promote effective team
development help managing the situations (Torres, van Niekerk and Orlowski, 2017).
Increasing market awareness: It can be seen that decision making process of
customer is a typical process where it requires a lot of attention from the side of organisation.
In context of this, manager within the form has to use various skills and functions to achieve
these objectives. This will help in increasing the knowledge of the market and promote the
functions within Ibis hotel. So that manager can take effective decisions and achieve higher
profitability and productivity.
TASK3
P5 Compare and contrast the key differences of the hospitality decision- making process in
the context of B2C and B2B, using specific hospitality examples
Basis B2B B2C
Customer In this channel, most of the
customer of the organisation is
other business units which are
selling the product and
services to further customers.
In context of business to
consumer the end user on the
and customer of the
organisation is the person who
consume the production
services for satisfying their
needs and requirements. They
always use the products for
self-satisfaction we are there is

no involvement of future sale.
Criteria of Focus Business to business
organisation always focus on
increasing the relationships
between different forms so that
they can work for longer
period of time as well as
become and become long
lasting partners (Ukpabi,
2018).
On the other side the business
to consumer organisation focus
on improving the customer
relationships by managing the
customers and providing them
a liquid products and services.
They always use a proper
administrative system to
manage the customers and
their relations.
Initiation of brand value The beginning of this
organisation is consisting of
time with other forms and
managing effective
relationships so that they can
perform their function in an
appropriate manner.
Under the business to
consumer organisation they
utilise their time in managing
customers in contributing
towards the appropriate client
management system for
compiling the benefits.
Sales drivers In B2B contracts are ambitious
by community evidence and
worth planned.
In B2C movements by giving
mindfulness deals can be
driven by governments which
cause the association to make
more steadfast clients.
Buying Decision making Dynamic in B2B exercises are
arranged and respected
advertisement legitimate.
Choices under B2C exercises
are outlined by embraced
feelings and wants of the
client.

P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision-making process
There is different kind of methods which can be used for the market research. In
context of B2B and b2c e businesses, these methods are discussed below:
Statistical survey of business to business: Under the decision making system of B2B, it can
be seen that these are related to the different issues. Here, it is needed to the organisation that
it performed activities in an appropriate manner and manage the functions. In context of Ibis
hotel some of these techniques are mentioned below:
Rivalry examination: This method organisation has to identify its competitive rivalry
and use the products in an appropriate manner so that it can minimise the competition
between business to business transactions. Here, company can use price effectiveness and
quality control for managing its system and reducing the power of competitor (Woodside,
2017).
Subjective investigation: This method can also use to identify the market system
where it is an non mistake table spotlight system where organisation has to identify
appropriate systems to manage its business to business functions. In context of Ibis hotel, this
is appropriate method for dealing in business to business system because it helps in
investigation and managing transaction of the firm in appropriate way.
Statistical survey technique under business to customer: Business to customer transaction
are also important for the firm is it help in increasing the revenue and managing the clients
within the market for running operation in smooth way. Under this system the cost and time
within the firm are utilised to formulate effective strategies and achieve the outcomes in a
timely manner.
Survey: Service the best appropriate method which can be used by Ibis hotel in
relation to managing the business to consumer transactions. this is because it helps in
analysing the behaviour of customer within the market and taking the decisions according to
the needs and requirements of customers. Survey forms can be used to conduct effective
service in a manner to achieve the objectives.

TASK4
P7 Evaluate how marketers can influence the different stages of the hospitality decision-
making process giving specific hospitality examples
Market has direct influence on the decision making process of individual. This is
because there are various factors which are related to the hospitality industry and are useful
for the market to impact on the decision making ability of different individuals. Below there
are some points which are discussed on the basis of this:
Attractive offers: Attractive offer is a key strategy which is adopted by the marketer
in relation to influencing the decision making ability of customer within the market. For
instance, Ibis hotel use cheaper rates in comparison to other hotels for attracting the
customers and changing their decisions because of price effectiveness.
Superior quality: Quality is also after which influence the decision of customers
within the market in relation to hospitality industry. This can be seen that majority of the
guest prefer hotel which provide large number of suicide letting to the customers with a
quality. For instance, Marriott hotel provides superior quality to the customers again se better
prices which attract the customer who prefer quality instead of price.
Promotional schemes: Promotional schemes also factor which impact on the decision
making ability of a customer within the market in relation to a hospitality organisation. This
is because there are number of promotional offers for example providing free flight ticket on
the booking of hotel free meal and many other are the factors which impact on decision of a
customer in hospitality sector.
It can be seen that marketer has a great influence on the decision-making ability of a
customer within the market while choosing a hospitality form for satisfying their needs and
requirements. Different factors which influence the decisions and change them according to
the requirement of organisation.
CONCLUSION
It can be concluded from the above mentioned information that there are various
functions which has to be performed in relation to managing the customer behaviour for an
hospitality organisation. Customer uses a particular process to improve their functions and
manage the objectives and appropriate system. This provide particular system which can be

used to measure the performance and achieving the goals and objectives in a timely manner.
Consumer behaviour is a key to success for hospitality for it can be used to manage the
functions by examining the consumer decision making journey and using their influence for
future benefits.