Unit 19: Hospitality Consumer Behaviour and Insight at Marriot

This report delves into the intricacies of hospitality consumer behaviour, focusing on cultural, social, personal, and psychological factors influencing consumer attitudes. It examines the impact of digital technology on consumer trends and analyzes the customer decision-making journey, highlighting the significance for marketers in understanding purchasing paths. The report distinguishes the hospitality decision-making process in both B2C and B2B contexts, exploring various market research approaches and methods used to understand this process. An evaluation of marketers' influences at different stages of the hospitality decision-making process is provided, with specific examples from Marriott Hotel, emphasizing the importance of adapting to evolving consumer needs and financial constraints. The analysis covers need recognition, information search, alternative evaluation, and purchase decisions, providing a comprehensive overview of consumer behaviour in the hospitality industry. Desklib provides a range of similar solved assignments and past papers for students.

Unit Title and
NumberHospitality Consumer
Behaviour and Insight Unit 19

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
FACTORS THAT INFLUENCE HOSPITALITY CONSUMER BEHAVIOUR AND
ATTITUDES....................................................................................................................................3
Cultural, social, personal and psychological factors....................................................................3
Consumer trends are changing due to the impact of digital technology......................................4
Examine levels of customer decision-making journey and map way to buying..........................6
Explore significance for marketers in path of purchasing and analyse consumer behaviour......7
Distinguish of hospitality decision-making process in B2C and B2B context............................8
Multiple approaches to market research and methods of research used for understanding the
decision-making process............................................................................................................10
Evaluation of marketers influences different stages of the hospitality decision-making process
....................................................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Consumer behaviour is defined to be one of the finest entity that will bring about the
individual activities that are associated with customers in an organization. The consumers that
are derived to be the part of organisational upliftment are brought about by set of stipulation that
are necessary for the organisation to evaluate the choice of growth, consumer behaviour simply
means their action which have power to influence whole industry. For example; if consumer
have behaviour of buying soap for self-cleaning then impact can be seen on whole industry.
Hospitality industry is one of the biggest factor that is operating in every country and which is
brought about by inter disciplinary actions that are mostly associated with customer facility
(Yarimoglu and Binboga, 2019). The behaviour of customers in dealing with the choices of
hospitality industry will portray upon the consumer behaviour in this report. The report will
highlight consumer behaviour to be one of those important speculations as well as the
approaches that will bring in descriptive method which are necessary for an organisation to
incorporate. Also there are various studies that will follow in regard to consumer behaviour that
can provide a clear understanding about all the dominant forces which of the following in this
regard. The organisation that is chosen in this regard is Marriot hotel.
FACTORS THAT INFLUENCE HOSPITALITY CONSUMER
BEHAVIOUR AND ATTITUDES
Cultural, social, personal and psychological factors
Cultural factors: culture plays a predominant role in every industry. It is not until when the
organisational culture is reflected upon the thoughts and actions of individual that have been
derived in the organisation that the company can move ahead in terms of growth prospects.
Cultural challenges are said to be the biggest barrier for every organisation and that with regard
to hospitality industry is said to be immense. Serious threats that are being in regard to the
cultural aspects because their varied perception as well as different employees that are being in
the organisation. The organisation Marriot hotel is composed of a set of rules as well as the
principles and people from different parts of the world and therefore one culture will have to be
avoided (Mandel and et.al, 2017). Impact of cultural difference can be seen on Marriot hotel. For
example; this hotel welcome international guest which have different culture which might not
suit with requirement of the organisation, their buying behaviour might get impacted.

Social factors: these are the mindset of people as well as a community that will fall in regard to
the organisation. The community is composed of set of principles as well as the ideologies and
various perceptions of people all around will not let the organisation do its work in peace if at all
the organisation is more concerned about community guidelines. There are certain actions that
are being taken care about by the organisation and that are not being preceded by the
organisational community which is composed of various people (Paliwal and et.al, 2020). The
influence of social factors because the attitudes of people will determine the pace of the
organisation and therefore it is necessary that the organisation will have to fulfil the standard of
every entity. Social factor is one of the major element which impact buying behaviour of guest in
hospitality industry. For example; elite guest prefer travelling as compared to other social group,
their spending capacity allow them to make travelling decision.
Psychological factors: the psychological factors and the everyday needs of people and their for
the hospitality industry will impact the consumer behaviour based on the kind of needs that are in
regard to the organisation. The Tourist Industry is mostly concerned with Hospitality
Management and therefore the context of bringing about various attributes that are in regard to
people as well as the kind of implementation will obviously determine the kind of behaviour that
consumer process. Psychological factor have powerful impact on mindset of guest. For example;
if individual have mindset to be free then they will prefer travelling, if traveller have desire to
spend their income on visiting destination then their buying behaviour will be changed.
Personal factors: the personal factors are nothing but the lifestyles of people as well as a
common measures that are acting on a day-to-day basis. The hospitality industry is composed of
any effect of regulations that will have to be avoided by the consumers and that will also
determine the pace with which the organisation is moving. This can sometimes not be accepted
by people around and therefore they might sometimes cross the guidelines that are provided by
the organisation (Askadilla and Krisjanti, 2017). This attitude will probably impact the
organisational context on a long-term Where as people who get abided by the rules and
regulations and are provided with the requirements will stay towards the guidelines of
organisation. Personal factor simply lies on taste and preference of individual. For example;
traveller might have lifestyles of travelling, they personally see travelling as important aspect
that impact their buying behaviour.

Consumer trends are changing due to the impact of digital technology:
Wide range of information: It is very clear that due to wide range of information available on
consumer's finger tip, due to technological advancement, consumer trend change as flow of
information is continuous in the market. For example; using Google and related technology,
consumer can gather information which change their trends in whole industry.
Multiple platform: Due to multiple platform, consumer's behaviour gets impacted on every
stage, digital technologies pushed consumer to bring major change in trend which impact firm's
performance. Technology advancement have bring major change in consumer trend, it is very
clear that due to multiple platform, consumer have rising demand for whole industry.
The most memorable entity of consumer is the changed. There are various levels of things that
are being portrayed upon the fundamental decisions of consumers. Their preferences as well as
the experiences over the product will determine the standards of the organisation as well as the
kind of preferences that they will have to bring about. In spite of changing as well as wisdom is
being formulated by consumers and that is affecting the experience of everybody in terms of
hospitality. There is a set of entity which is known to be the new age consumer and the findings
are in search of a nominal aspect that will bring about the total learning of consumer behaviour.
It has been exceptionally prove that there is no change in fundamental behaviour of consumer to
such an extent that the environment of organisation will not be disturbed. The evolving needs of
people are bringing about financial constraints and therefore certain characteristics of economic
constants are being attracted by the competitive options. One of the biggest change with respect
to the consumers will fall in regard to the financial constraints (Kim and et.al, 2020). The
hospitality industry is a vast industry and every cost effective measure that is being associated
with the organisation cannot be usually tackle by many people all around. There are certain
premium solutions that are being provided by the company which are not being owned by many.
Not to be one of the non discretionary measure because it is based on the hospitality management
that how the competitive options will derive pricing strategy.
This effect to be one of the speculation that will bring about the characteristics of hospitality
industry by determining the standards of the which they can move ahead in deriving the
changing consumer policies. The demographics are hard to understand and therefore the
hospitality industry in this regard will bring about a sum of all the differences as well as the
profitable entities that will fall in regard to unique needs as well as the cultural bias of different

consumer behaviour. This can automatically derive the possible measures of highlighting
consumer behaviour to be one of those aspects that can be understood in a more enormous way.
Needs are said to be wearing at regular intervals of time (Cruz-Cárdenas and Arévalo-Chávez,
2018).
One may seriously not be able to identify the major changes unless and until the consumer
behaviour as well as the options of changes are being alone. For this the hospitality industry will
have to move ahead with the research facilities that are necessary to understand various
perceptions of people as well as the demands of change. Without the probable and it was the
demand of change one cannot easily understand how far the organisation can who had an
experience in the product criteria that is in regard to customers (Chen and et.al, 2018). The
financial constraints that are in regard to people around will have to be identified such that the
cost effective measures that can be derived by the organisation can be evaluated. Examine levels
of customer decision-making journey and map way to buying
In this consumer process of decision-making determines by their distinctive levels for
path to purchasing for Marriott International organization. There're five ways to change and
evaluate the consumer decision-making and it also helps in the decision-making of the industry
in the new modern era to adopt the technology and create a brand awareness of the company.
Organization uses gap analysis by this Marriott can examine their current market situation by
analysing it in proper way as according to their customer expectation and review (Grewal and
Sridhar, 2021). The company also operate and evaluate their business practices by applying
different approaches and strategy. By these stages decision-making journey in path of purchasing
for Marriott Internation is evaluated that responds towards their methods in their industry.
Company also apply Code of Conduct principle to regulate the company standards. These are
explained below the different levels of decision-making process. That are;
Need recognition:- In regard to organization, recognize the need that derive in their services and
implement strategy to succeeds recognition in effective manner. By this organization work in
productive manner by determining their needs of innovating products so that more and more
customers attracted towards organization. It solves quickly by satisfy needs that recognizing in
given time through this improves productivity of organization in respective manner.
Information search:- In respond to organization, information search helps organization to
clarify the actual information and give clarity to their customer in the information search about

the services, ambience, surrounding that derive in organization to conduct growth of business by
gathering each and every information with proper understanding. In manner to provide customer
factual information by which more and more customers attracted. It guides towards trading
mitigate their issue by deducting choice of customer through deriving qualification og product
and services in effective manner.
Alternative evaluation :- After collecting all data of the company. Consumer will further go to
find their alternatives and then consumer will evaluate the differences and standard of the
company and their competitors (Vollrath and Villegas, 2021). The two main application will
occur in playing during this level that are unbiased distinctive of alternative findings as well
instinctive characteristics.
Purchase decision:- In accordance to organization, the purchase decision helps to maintain
function of purchase in respective manner. The process required for consumer to select the best
option that they find more relevance according to their preferences. In order to achieve their
desired targets by purchasing decision. This level comes after customer adopt into account,
outcomes derive in accordance to their requirements of purchasing in order to buy at time when
this happened in organization.
Post- purchase behaviour:- This behaviour is depended upon the company ambience, and they
treated services that provided to the consumer. The customer review about how they satisfy with
the company services and their ambience by this consumer views are determined, and corrective
measure is implemented to conduct post-purchase behaviour in effective manner. By finding
service better the customer come again to visit and stay in hotel. In accordance to satisfy needs
and requirements of customer through their goods and services that gains organization
performance and maintains sustainable growth of market.
Explore significance for marketers in path of purchasing and analyse consumer behaviour
A customer journey map is a storyteller of the company's customer experience in the
visual representation. This procedure helps the business in insights gains and customer concerns,
this process is for better understanding the customer experience by determining methods of
decision-making towards filling gap between their path (Singh and et.al, 2021).
Importance of the customer journey map is a strategic approach to identify the customer the
understanding and expectation from the company. It is important for all kind of industry small or
large and as customer demand an omni channel approach for their better services and marketing.

These provide way to mapping the journey of consumer that may figure out hotels and points of
significance among them and their consumer, from which they can improvise by expanding
experience of consumer with solutions for encountering issues that develop in organization. By
this map of path importance for marketers is analysed and examined in their sectors of hotel from
behaviour of consumer.
Also, provide several services and goods at every level in journey of map by consumer
satisfies and visit to hotels by impressed from their facilities that they provide to them. Through
determining consumer wants, desires, and expectation that will raise value of consumer and their
stage of satisfactory from products. In accordance to that, Marriott International builds
connectivity with their consumer and generated cost that is acquired by them towards leading
business in several ways of theirs. By identifying issues and risk that create in industry in process
of improving their services conduct path to lead towards achieving aims and objectives of
Marriott International (Eger and et.al, 2021). In order to do so, increases customer presence in
hotels through which they become loyal towards organization in reach every time whenever they
want to go hotel. Due to this, organization brand value increases in every aspect of path towards
attaining aims and targets of firm. It will generate revenue by enhancing customer and
maintaining good relationship with company. That comes as potential outcome for organization
through their importance driven for hotel, by getting loyal consumer in their organization who
comes every time.
Distinguish of hospitality decision-making process in B2C and B2B context
This concept is all above relation between business to consumer and it takes decision within
short period by consumer when they want to buy any particular product. Its important aspect that
business consider and analyse consumer needs and wants are essential term because it reflects
the effectiveness of and develop reputation in market (Aakash, Tandon and Gupta Aggarwal,
2021). Engage with consumer requirement can highly influence performance of business.
B2C B2B
Business follows provided services to customer
and applies some effective approaches for
impenetrable in their business effectiveness
and expansion of new opportunities and for
growth as well which is known as B2C term.
B2B concept influence hospitality decision-
making process influence by multiple
organization forces like innovative and unique
services. During in decision-making activity its
essential that organization consider consumer

wants and provides them information and build
trust for effective service development.
On the basis of multiples aspects company
probably consider effectiveness improvement
towards with the analysis of multiples things of
individual consumer. Consumer when decide
that they have to stay in this particular hotel
they prepare structure and process that which
factors are majorly required in hotel services
and their brand name as well.
On the basis of hospitality industry one
business unique and different performance
highly influences other organization activity,
so when hospitality industry develops decision-
making process for analysis of other business
performance they have to develop market
research from the application of social media
tools. And they have to develop uniqueness in
hotel so its useful for effective expansion of
effective business development. Marriott
International has so many hotels in
international market, and they believe in
provides unique and effective services in
market.
So the major difference between both aspects
is that they business directly provides services
to consumer and next one is business provides
services to other business they not directly sale
product in market.
B2B and B2C both faces multiples issues but
consideration and evaluation of methods and
approaches of individual factors can build
efficiency in business process. So the major
difference between both aspects is that they
business directly provides services to consumer
and next one is business provides services to
other business they not directly sale product in
market.
Business to business term shows that one whole seller business or other business performance
influence another small or those business who buy raw material or require product from other
business. If individual business has considered providing timely product and services for other
business satisfaction (Hossain, Akter and Yanamandram, 2021).

Multiple approaches to market research and methods of research used for understanding the
decision-making process
Market research is all above identification of multiples factors which influences
performance of marketers as well as different strategies. Consumer decision-making process
influence by so many factors and individual easily analyse which hospitality industry has great
reviews and comments throughout the uses of phone survey.
Social media
Social media is one of the best technique to identify and selection of hotel industry. On
the basis of recent market trend most of the people easily identify about hotel effectiveness. Its
essential aspect that company generates social media tools because it influences customer
attraction towards with the organization (Hsu, Liou and Lo, 2021).
Group survey
Consumer has multiples aspect to identification of market for their require product and
services. Most of the people when they want any product they can easily identify business
services with the review from group of people and individual has different thoughts, opinions
and perception about product and services when they take on it. But its not easier process for
identification of market research because it requires knowledge of people those already uses their
services and it takes much time as well.
Personal survey
Personal servery includes activities which are generates by the personal interview and it
develops idea about that individual thinking and perception of product and services. Customer
attributes impacts by the multiple factors like when they decide that they take reviews from
individual so that particular member provides different opinions about individual product some
people like their product services and some people dislike their goods and service.
Observation
Observation concept is all above refer to analyse market research from multiple
techniques like they implement phone, individual review, social media comments, group of
people perception and many more (Lecoeuvre, Turner and Kuppelwieser, 2021). Almost this
process concludes that perfect result formal analysis of different approaches. Marriott
International manager develops effective social media pages, also it provides accurate result of

customer decision-making process as well because it develops idea that individual customer
implement servery from multiple aspects.
Evaluation of marketers influences different stages of the hospitality decision-
making process
Marketers activities is that they develop idea about which aspects influence their
performance of business, and they continuously analyse consumer requirement for their new
decision-making process for their long term growth as well as they service in competitive market
with expansion of unique and different product and services development (Nilashi and et.al.,
2021). Marriott international organization provides multiple services in internation market to
their marketer experts always consider analysing consumer requirement with effective decision-
making process are as follows,
Market research about consumer need recognition
This is first and major essential stage for identification of needs and wants to customer,
when multiples organization business provides effective services. Then it's difficult to identify
the best alternatives between various brands, products and services. Almost every organization
wants to develop market research process for analysis of consumer behaviour, innovation
engagement, survives in competitive market and improvement in their exiting activities and any
more.
Customer or consumer develops research after completion of exact need recognition
when individual decide that they have to buy this individual product and services then next they
consider search for their information. Consideration of searching process is definitely beneficial
aspect for effective business expansion.
Investigate alternatives and provide information
Consumer search various option when they want to stay in hotels they have to spend their
holidays in hotel. In UK has great amount of hotels and most of the hotels provides food services
as well. So search on social media survey, observation of multiples aspects, consumer easily
evaluate alternatives that what they exactly want (Yıldızbaşı and et.al., 2021). Evaluation of
multiples alternatives next consumer directly develop their purchasing decision when consumer
decides that they stay in Marriott International. Market analyser analyse every aspect of
consumer needs, and then they provide information to their manager who has potential to
develops new requires things on organization. So this activity is developed effective decision-

making process because it provides clear information and develop new things in business
according to customer requirement.
Evaluation of new changes and analyse consumer purchase decision
Market experts analyse activities from new changes influences performance of individual
and how they develop effectiveness towards with the business performance. Application and
consideration of new changes in business is major essential if sales department provides services
in market with effective manner. It will defiantly influence performance of business and people
develop their attraction towards with the business. Consideration of new change influence
consumer derision-making process as well because if they know that they consider new changes
on the basis of multiple consumer wants.
So its clear that market influence by so many factors from consumer behaviour, but they
apply analysis process, individual interviews, group discussion and many more thing which
provides knowledge abut multiple things. Because, it develops new changes in social media
comment and on the basis of social media application individual identify best result as well.
CONCLUSION
The report concludes upon highlighting the aspects of hospitality consumer behaviour as
well as the attitude that will fall in regard to the organisation. Various cultural social personal
and psychological factors that are a part of consumer behaviour are being highlighted in this
report. The attitude that will fall in regard to the hospitality context are being evaluated at all
levels. The change in consumer trends as well as the impact of digital technology over the
consumer trends is being highlighted and brought about by the changing attitudes and driving
tends. The proper examination regarding the stages of consumer decision making journey as well
as the purchasing of hospitality services being highlighted. Various approaches of research as
well as the methodologies of understanding decision-making process are being highlighted. The
process of decision making is brought about by various hospitality industries in this report.