BTEC Unit 19: Hospitality Consumer Behaviour and Insight Analysis

This report delves into the intricacies of hospitality consumer behavior and insights, examining the influence of personal, psychological, social, and cultural factors on consumer choices. It analyzes evolving trends driven by technology and explores the stages of consumer decision-making within the hospitality context, including the importance of the customer journey map. The report contrasts and compares decision-making processes, evaluating market research methods and the impact of marketers on consumer decisions. It also applies relevant theories and concepts to understand the hospitality consumer's behavior, providing a comprehensive overview of consumer behavior within the industry. The report uses examples from The Feather Hotel to illustrate key concepts.

Unit 19: Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
Influence of the personal, psychological, social and the cultural behaviour of the hospitality
consumer......................................................................................................................................3
Analysing of the trends changing due to the influence of the factors..........................................4
Changing in the behaviour and the attitude of the consumer due to the impact of latest
technology....................................................................................................................................4
Change in the emerging consumer trend impact in the hospitality industry................................5
LO 2.................................................................................................................................................5
Examining the stages of the consumer in the journey of decision making and to the purchasing
map of path..................................................................................................................................5
Exploring of the map path importance in the purchasing and the understanding of the
consumer in decision making.......................................................................................................6
Evaluating the marketers respond to the decision making process..............................................6
LO 3.................................................................................................................................................7
Contrasting and comparing the decision-making process using examples..................................7
Evaluating the methods and research of market through different approaches:..........................7
Evaluation of the factors influencing the decision-making and buying behaviour.....................8
LO 4.................................................................................................................................................8
Evaluation of influence of marketers on the hospitality decision-making..................................8
Critical evaluation of the market on the decision-making process stage...................................10
Application of appropriate theories and concepts that influence impact upon the hospitality
decision making process............................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The deeper understanding of the customer such as their feeling and the thinking can be
gained using the interpretation is termed as consumer insights. The behaviour of the consumer in
the buying of the product and the service can impact the business in the hospitality industry.
Thus, in the hospitality business consumer is consider as the major stakeholder as every
stakeholder consists of different opinions to the product and the services (Ciasullo, Montera and
Palumbo, 2021).
The current report will examine the influence of the attitudes and the behaviours of the
hospitality consumers. Further, the report will demonstrate the ability of path to the context of
the purchase in the hospitality industry. Moreover, the report will evaluate the appropriate forms
of research understanding which influence in the decision making process of the consumers. The
report will evaluate the influence of the marketers of the different stages to the decision making
process of the hospitality consumer behaviour.
MAIN BODY
LO 1
Influence of the personal, psychological, social and the cultural behaviour of the hospitality
consumer
Consumer behaviour is the referred as the behaviour of the individual or a group towards
the purchasing of the product and service of the organization (Manstead, 2018). The consumer
behaviour consists of the effect on the buying of the consumer due to the change in the
preference, attitude or the emotion. The behaviour of the consumer can influenced due to several
reasons. The major factors which influence the behaviour of the consumer are:
Cultural - The cultural factor is considered as the most important factor for determining the
behaviour of the consumer. Through the cultural factor the perception of the individual, values
and the liking was affected.
Social - The social role, status, group and the families affected the consumer behaviour in the
hospitality industry. The luxuries hotels and the restaurants, the international sites and the
destinations was selected by the consumer in the social factor (Chen, 2019).
Personal - In the personal factor there is the strong influence of the behaviour in the buying
process. Thus, the every individual or the group has different needs the perception of the

consumer was different on every goods and the services. It also increase the satisfaction of the
consumer.
Psychological - The consumer behaviour of psychological factor influence due to the system of
motivation, belief, learning and the perception of the individuals.
 Perception- Examine of the certain product changes the perception of buying the product.
 Learning- To the purchasing of the product there will be the increase in the knowledge of
the consumers in the hospitality industry (Stensgaard and et.al., 2019).
 Beliefs and attitude- There will also change in the behaviour of the consumer in buying
due to the change in the attitude of the individual.
 Motivation- Due to the factor of motivation the buying of the individual changes.
Analysing of the trends changing due to the influence of the factors
Due to the change in the factor such as the culture, social, personal and the psychological
factors there is the strong influence in the consumer behaviour which change the trends of
buying. The need of the consumer should be identified and satisfied by the business in the
hospitality industry which will help them in retaining and attracting of the consumers (Manstead,
2018). To purchasing of the product there is the different perspective of every person and the
group. Thus, the information of the product was easily accessed by the consumer by adapting the
changing trends. The latest technologies are the example of the change in the trends.
Changing in the behaviour and the attitude of the consumer due to the impact of latest
technology
Due to the influence of the change in the trends and the technology there is the great
impact to the buying decision process of the consumer in the industry of hospitality. The Cyber
Marketing was mostly used by the businesses for the purpose of promoting there hotel. Through
the online sites the most of the hotels book their rooms. The online sites such as the Trip
Advisor, Make my trip (Chen, 2019). The consumer in the hospitality industry were more
depended on the easy accessible, higher satisfaction getting by valuing there money, better
convenience and the availability of range of choices rater than the factors of social, personal or
cultural factors. In the hospitality industries there is the good advantage of the change in
consumer behaviour is the creation of the strong social media and digital platforms. Thus, the
consumer can get unlimited access to the online platforms the demand of the product and the
service can be fulfilled by the company.

Change in the emerging consumer trend impact in the hospitality industry
To the digital platforms there is more dependence of the young generation. The digital
services and the contactless payment helps lot of the business in generating of profit. For
example, for promoting of the product and the service the Feathers Hotel used the latest
technology. It helps in marketing of the product and the service of the business by using latest
technologies (Stensgaard and et.al., 2019). The latest technologies such as the social media,
companies website, internet. Thus, through using the latest technology help the business in
expanding its business and getting more potential consumers as many of the consumer can book
the hotel from there home or from their comfort zone. The hospitality industry business were
impact in today's generation because of three factors such as the immersive, smart and the mobile
technology advancement.
LO 2
Examining the stages of the consumer in the journey of decision making and to the purchasing
map of path
There are involved the five basic step in the process of consumer decision making. The
consumer purchase process can be evaluated through the process. The Feather hotel customer
journey map is:
Stage 1 - Inspiration and Research
The best platform for influencing the people towards the business is social media
platform. To the social media platform the Feather Hotel is more active which helps the business
in influencing of the consumer (Schamp, Heitmann and Katzenstein, 2019). Company were also
using of the influence marketing, regular activities and inspiration content and quotes were
posted by the business for motivating the consumer.
Stage 2 - Booking
At the stage of booking traveller select the date for travelling to the destination. It was
considered to be the most confusing and the difficult stage for the travellers. Consumer book the
hotel which suits in their budget and suitable for their stay. The budget of the hotel, reputation
and the service providing was majorly focused by the consumer while booking the
accommodation (Kauffmann and et.al., 2020). Thus, accordingly the stages were made by the
Feather hotel.
Stage 3 - Pre arrival and check in

After getting the booking confirmation from the hotel the itinerary was prepared,
document and luggage were ready by the consumer. The consumers can easily understand the
trip as the consumer get the confirmation message and the broacher for the trip by the hotels.
Stage 4 - Experience in house
The Feather hotel gained the loyalty of the consumer by providing the best service to the
consumers (Schamp, Heitmann and Katzenstein, 2019). The complimentary dinner and the
shower facility was provided to the guests. Thus, fulfilling the needs of the consumer helps in
increasing the brand reputation. The reputation of the business can also be decreases if the
consumer put the negative feedback on the online sites.
Stage 5 - Check out and post stay
To the decision making process of the consumer in the hospitality industry this step was
the important. Consumer get a good experience by the hotel such as room cleanliness, staff,
services, etc. so the customer can return in future (Kauffmann and et.al., 2020). The consumer
will prefer the hotel and provide positive feedback if they get good experience from Feather
hotel.
Exploring of the map path importance in the purchasing and the understanding of the consumer
in decision making
Customer engagement and the relationship will be increase through the map path of the
consumer decision making process.
 Loyal customer- The customers will return to the hotel who gets value for there money.
Offering of the quality services increase the chance of getting loyal customer.
 Higher ROI- The rate of interest will be higher if the needs of the consumer were
fulfilled by the Feather hotel (Ciasullo, Montera and Palumbo, 2021).
 Building good reputation- Thus, getting the satisfaction from the hotel the consumer
will give positive feedback to others and the image and the consumer of the hotel will
increase.
Evaluating the marketers respond to the decision making process
The rood map will be selected by the consumer in the decision making process. There
will be the proper identifying of the hotel and booking the hotel by selecting the road map by the
marketers. Evaluating the alternatives also helps in the getting the best hotel (Schamp, Heitmann
and Katzenstein, 2019). Thus, selecting the right hotel helps them in getting better experience in

their journey. Selecting of the Feather hotel helps in getting best service to consumer and will
provide good feedback on sites.
LO 3
Contrasting and comparing the decision-making process using examples
The journey of the buyer and the customer are not similar which creates differences
among them. In order to identify the needs of the customers business have to critically examine
their decision making process. The overall strategy of the business is more likely to identify the
needs of the customers. There are differences between the decision making process of the
business to business and the business to customers (Gligor and Maloni, 2022). They are as
follows:
The time taken to convince the decisions by the seniors in some companies is the time
consuming task. It can be long process for B2B. Whereas in business to consumers, the decisions
are taken very easily and in the short period. The hospitality business is highly competitive
which makes it important for the firms to take decisions accordingly. In B2C consumers, the
products or the services offered are all same for all the consumers, and they are given the offers
and discounts which the business has set. In the business to business, the prices are generally
kept low as the services or the products are sold between two business organizations. Generally
there is a process of bulk selling.
For example: in the business to consumers in the hospitality industry, the service are
transferred directly to the consumers. The organization of The Feathers Hotel provides services
to its customers and make them feel welcomed in their hotel. This is termed as business in terms
of B2C. Whereas, if taken the example of business to business, here the hotel send some of its
customers to other hotels to make advantage of the services offered by other brands and offer
their customers with innovative and new experiences. \
Evaluating the methods and research of market through different approaches:
There are various differences between the market research of the business to consumers and
business to business.
Different skill set – Many skills are required at every stage of responsibility at the time of
decision making in the business to business market research. There are certain expertise that are
within the management and the company which leads to the success of the B2B projects. The
key area for the success is the expertise and skills possessed by them (Rėklaitis and Pilelienė,

2019). The challenges faced by the business to business projects by The Feathers Hotel are very
extreme as they need to offer them with proper prices.
Surveys – Surveys can be done to make sure that proper research of the market is done and
knowledge about the market. The decision making process need to be relevant and decisions
have to be taken in the business by properly analysing and researching the market. With the help
of surveys using different techniques, the business of The Feathers Hotel can acquire about the
demand and prices prevailing which would attract the customers.
Observation – A team, has to be prepared which would focus on the trends that are prevailing in
the market and then analyse the situation. This would help in making the policies regarding the
decisions and then further decisions can be taken. Observing the situation critically and deeply
acquiring knowledge about the market can allow the firm to gain a highest share in the market of
hospitality industry (Lu and Tabari, 2019).
Evaluation of the factors influencing the decision-making and buying behaviour
The decision-making process of the hospitality organization has to be integrated
according to the market condition prevailing in the country. The decisions taken should be
correct and therefore makes it important for the organization of The Feathers Hotel to analyse the
buying behaviour of the customers. The customers get attracted with the offers the prices which
are low, and this persuades them from taking services offered by the organization.
Consumer behaviour is affected by certain factors such as personal factors, roles and
status along with the social factors. The preferences of the consumers keeps on changing and this
creates fluctuation in the demand. The personal factors such as decrease in the income of the
consumers can affect the consumer behaviour.
Risk and uncertainty of the business are another factors that affect the decision making of
the business and plays a major role in the business. The future has to be properly evaluated to
reduce the risk in the future. Further, the policies and decisions should be taken so that there will
be no mistake in completion of the goals (Tölli, 2021).
LO 4
Evaluation of influence of marketers on the hospitality decision-making
The decisions of the consumers are influenced by the techniques used by the marketers in order
to promote their business. It is important to understand about the influence properly. Following
are the points which will discuss the influence:

 Need identifying – This is the stage where needs of the consumers are identified. It is
essential to gain knowledge about the needs of the consumers and their preferences in
order to offer them according to their needs. The marketers promote the services offered
by the hotels with the help of different advertisements. The advertisement process starts
when the business gets full idea about the needs of the customers and then promote the
services. For example: The Feathers Hotel advertises its brand at the time of holidays
when the customers are planning to stay.
 Searching information – The consumers searches for the information about the services.
They require gaining knowledge about the services offered by the hotels and this will
result in opting for the best hotel. Therefore, it is important that the information provided
should be accurate and should attract the customers so that they are willing to pay a price
asked by the hotel.
 Evaluating alternatives – Price, quality and many other factors are the different factors
that plays a major role in selecting the best alternatives among all the alternatives. The
customers have the chance to select among all the alternatives that are provided to them
by different hotels and this will lead to their evaluation of the alternatives (Mitra, 2020).
 Purchase decision – The decision of the purchasing the services comes in this step where
the consumers finally decide to acquire the services offered by the business and after
some critical evaluations the customers gets ready to pay the prices asked by the hotel.
The customer checks whether they get full satisfaction by opting for the alternative
decided, and then they further proceed in the process of buying that service. For example:
when the consumers of the organization of The Feathers Hotel will feel satisfied and get
the best results they wanted, then it will lead to promotion of the brand among their
friends and relatives.
 Behaviour of post purchase – Consumers who gets the satisfaction from acquiring the
services of the hotel will persuade other potential buyers to acquire the same services.
This will help in the brand promotion and helps in meeting up the expectations of other
customers as well. Not only new customers, but the existing customers will also get
attracted and buy the same services in the future also because of the satisfaction derived
from the brand.

Critical evaluation of the market on the decision-making process stage
In order to make the decision making process effective there are many stages that the
organization has to go through. These can negatively and positively affect the organization. The
behaviour of the consumers can make the business successful and even decrease its profits in the
long run. The negative effect of the consumer behaviour can be the fluctuations in the demand of
the consumers. This will further affect the decision making process (Rhou and Singal, 2020).
Moreover, factors such as different innovations in the service scan positively impact the decision
making process.
Application of appropriate theories and concepts that influence impact upon the hospitality
decision making process
The hospitality decision making process is impacted at large scale and this has bene identified as
the major concern in the hospitality industry. For ensuring effective flow of work and efficiency
in the processes and different functions, it has become important to take into concern different
theories and concepts which are related to hospitality management and initiating a decision
making process through significant process (McCartney and McCartney, 2020). It is very
important that the hospitality decision making processes initiate growth and development within
the industry at large scale which helps in managing the concerns related to taking appropriate
decisions.
CONCLUSION
Therefore, it is analysed from the above report that hospitality consumer behaviour and
attitudes have been examined and this helped in understanding the concerns related to the
hospitality industry at large scale. Further, the ability to map a path to purchase in the hospitality
context was described in detailed manner with the help of decision making processes at large
scale. Moreover, appropriate forms of research were done to understand influences on the
hospitality consumer decision making process in detailed and significant manner. Moreover, how
the marketers influence the different stages of the hospitality consumer decision-making process
were also determined in significant and appropriate manner at large scale. This helped in
understanding the consumer behaviour towards the hospitality organization which is The
Feathers Hotel. The consumer behaviour was also analysed in significant manner which
depended upon the decision making process of the organization.

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