This report delves into the intricacies of consumer behavior within the hospitality sector, focusing on the Ritz Carlton as a case study. It examines various factors influencing consumer decisions, including cultural, social, personal, and psychological aspects, and how these are affected by digital technology. The report outlines the stages of the consumer decision-making process, from problem recognition to post-purchase evaluation, and underscores the importance of mapping the path to purchase for marketers. It contrasts B2C and B2B decision-making processes in hospitality, evaluates different market research approaches, and assesses how marketers can influence various stages of the decision-making process. The analysis also critically examines the application of relevant concepts, models, and theories impacting hospitality decision-making, providing a comprehensive understanding of consumer behavior and marketing strategies in the industry. Desklib provides similar solved assignments for students.