A Detailed Report on Consumer Behaviour in the Hospitality Sector

This report provides a comprehensive analysis of consumer behavior within the hospitality industry. It examines the psychological, cultural, personal, and social factors influencing consumer decisions, and analyzes how these factors impact purchasing behaviors. The report explores the evolving trends within the industry, including the impact of digital technology on consumer attitudes and behaviors. It then delves into the consumer decision-making journey, mapping the path to purchase and evaluating the responses of marketers to this process. Furthermore, the report contrasts and compares the key differences in the hospitality decision-making process, evaluating various market research methods and providing a justified evaluation of the factors affecting buying behavior. Finally, it assesses the different stages of the decision-making process as implemented by marketers, offering a critical evaluation of the market and the application of relevant theories, models, and concepts.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Influencing on the psychological, cultural, personal and the social behaviour of the consumer 3
Analysing of the change in the trends through the influence of factors......................................4
Change in the attitude and the behaviour of the consumer through the impact of the digital
technology....................................................................................................................................4
Affect in the hospitality industry through the emerging consumer trend....................................5
LO 2.................................................................................................................................................5
Examining the consumer stages of decision-making journey and path of map to the purchasing
......................................................................................................................................................5
Exploring the importance of map the path to understand and purchase the decision-making of
consumer......................................................................................................................................7
Evaluating the responding of marketers to the process of decision-making...............................7
LO 3.................................................................................................................................................8
Contrasting and comparing the hospitality decision-making process key differences................8
Evaluating the methods and research of market through different approaches...........................9
Providing a justified and the coherent evaluation of the influence of the different factors on the
buying behaviour and decision-making.....................................................................................10
LO 4...............................................................................................................................................10
Evaluating of the different stages of decision-making process in hospitality by marketers......10
Critically evaluating of the market on the decision-making process stage................................11
Critically evaluation of the appropriate theories, models and concepts applied that impact and
influence on making decisions...................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
The thinking and the feeling of the audience can be deeply understood by the
business through the interpreting is referred as consumer insight. The needs and the
wants of the consumers can be really understood by the company through proper
analysing the behaviour of the human (Dixit, Lee and Loo, 2019).
Thus, the report will examine the influence of the factors on the attitude and the
behaviour of the consumers of the hospitality. Further, the report will demonstrate the
ability path of map for context of the purchase in the hospitality. The influence on the
decision-making of the consumers of the hospitality will be understood in the report
through evaluating the appropriate research forms. Further, the report will evaluate the
influence of the market to the consumers of the hospitality of the different stages in
making of decisions.
LO 1
Influencing on the psychological, cultural, personal and the social behaviour of the
consumer
The disposal, purchase of the goods and service associated with the individuals,
organizations or the group is known as the consumer behaviour. The behaviour of
buying effect through the emotion of the consumer, preference and the attitude is
consisted of the behaviour of the consumer. There are many factors which influence the
behaviour of the consumers. The important factors which influence the behaviour are:
Cultural Factor- To determine the behaviour of the consumer the most important factor
is the cultural factors (Chen and Antonelli, 2020). Persons perception, behaviour, liking
and the values were affected through the cultural factors.
Social Factor- The behaviour of the consumer in the hospitality business affects the
status, groups, social roles and the families in the social factors. To develop a good
consumer behaviour families and the group of peoples went to the internation
destinations, luxuries restaurants and the hotels.
Personal Factor- The behaviour of the buying was strongly influenced through the
personal factors. To the certain goods and the service the behaviour and the perception

of consumers depends on every individual as every individual has different type of
needs for satisfaction (Chen and Antonelli, 2020).
Psychological Factor- The system of belief, perception, motivation and the learning of
the individual where influence the behaviour of the consumer in the psychological
factors.
 Motivation- The behaviour of the purchasing of the individual change through
the factor of motivation.
 Learning- Through the experience of the using the product consumer get
knowledge of the purchasing the product.
 Perception- There is the shape in the perception by examine the certain product
(Chen and Antonelli, 2020).
 Attitude and beliefs- The decision of purchasing prompt of the consumer
through the certain belief and the attitude to a subconsciously and consciously.
Analysing of the change in the trends through the influence of factors
Through the influence of the change in the trends the behaviour of the consumer
will be changed due to the social, psychological, culture and the personal behaviour. In
the hospitality industry business needs to identify the wants of the consumer as fulfilling
the needs of the consumer will help in attracting the customers (Chen and Antonelli,
2020). Every individual, family and the group has different perspective of purchasing the
goods. There the most of the peoples were adapting the change in trends such as
adapting the latest technologies which helps in easy access of the information of the
product.
Change in the attitude and the behaviour of the consumer through the impact of the
digital technology
The behaviour of the consumer of the hospitality business impacts greatly due to
the influence of the latest technologies. To the promotion of the business most of the
hotels were applying the Cyber Marketing. Most of the peoples nowadays booking the
hotels from the online sites such as the Make my trip, Trip Advisor etc. Rather than the
personal, social and the cultural factors the consumers choice were more dependence
on the easy accessibility, choosing the wide range of alternatives, better convenience,
getting the higher satisfaction on the amount spend (Melović and et.al., 2020). Building

the strong digital preference and the social media hospitality business can take an
advantage of the change in the behaviour of the consumer. The demand and the
service of the consumers can be fulfilled through the digital technologies as there the
consumers can get unlimited access to the product and service information which the
company was offering.
Affect in the hospitality industry through the emerging consumer trend
The latest generation of the people were more dependent on the digital platform.
Most of the business gained the advantage from the new emerging trend of contactless
and digital services. For example, the Hilton hotel has adopted the latest digital
technology for promoting its product and service. Using of the digital technologies such
as the internet marketing, online website and social media platform for marketing its
services to the consumers (Melović and et.al., 2020). There is a good impact to the
Hilton as most of the customers including the new and existing were able to book the
hotel from there home which helps the business in retaining of the customers and
reaching more potential customers. In the today hospitality industry the advancement of
the mobile technology, immersive technology and the smart technology are the three
technologies which impact the business.
LO 2
Examining the consumer stages of decision-making journey and path of map to the
purchasing
To the decision-making of the consumer there include the basic five steps. The
evaluation of the making the purchase decisions through the process by the consumers
(Jiang and Gao, 2019).
Identifying the need, searching of the information, evaluating of alternatives, making
purchase decisions and the last step is the evaluation of the post purchase.
The customer journey map of the Hilton hotel are:
Stage 1- Research and Inspiration
To influence the people towards the company social media is the best platform.
Thus, the Hilton is aware of the rising of the influence marketing, it is more active on the
online platforms such as the social media. To motivate the consumers hotels are
regularly posting different activities and inspiration content.

Stage 2- Booking
The date of travel and the destination was chosen by the traveller at this stage.
To the stage of research the stage is difficult as it was confusing (Berman, 2020). To
book the suitable accommodation which fit there budget was booked by the consumer
as the pricing factor is most important for the consumers. Consumers most likely
focuses on the reputation of the hotel, suitable budget, etc. thus Hilton should make the
strategies accordingly.
Stage 3- Check-in and Pre-Arrival
Consumer prepares the itinerary, ready all the documents and the luggage after
confirming the hotels. Hilton can provide the brochure and the confirmation message to
the consumer which will help people in easy understanding.
Stage 4- In- House Experience
Offering the best service to the guest help the Hilton hotel in gaining the
customer loyalty. To welcome the guest Hilton provides the complimentary dinner to its
guests. The reputation of the business can be increased when the customer needs
were fulfilled and if the customer dissatisfies then it will leave negative review on online
platforms (Koussaifi, Hart and Lillystone, 2020).
Stage 5- Check out and Post Stay
The last step is important for the consumer of hospitality journey in decision-
making. The factors such as staff service, cleanliness of the rooms and the hotels will
help the Hilton to provide a good experience to its customers. Providing the good
experience will help Hilton in retain its customers and the consumers will likely return to
the hotel in the next holiday.

Exploring the importance of map the path to understand and purchase the decision-
making of consumer
The importance of the map path of the hospitality consumer in decision-making
as it helps in improving the relationship and the engagement with the consumers.
 Higher ROI- The satisfaction and the value of consumer can be increased
through the help of identifying the expectations of the consumers. Consumer and
the hotel important touchpoint can be identified by mapping the customer
journey. Thus, the ROI will increase due to increase in the satisfaction of the
consumer.
 Get loyal customers- Consumers which feel happy with the service will likely
return to the hotel again. Examine the stages of consumer decision-making
journey experience of the consumers can personalized by the Hilton by mapping
the customer journey.
 Good reputation building- Hilton potential customer can be increased when the
consumers of the Hilton were happy. People who were satisfied with the service
will more likely share there views on the social media platform which will help the
Hilton in building good reputation.
Evaluating the responding of marketers to the process of decision-making
To the process of the decision-making of the consumers the marketers will select
the road map. Selecting of the road map will benefit in proper identifying and selecting
of the Hotel. There will be the selecting of the best alternatives by evaluating the

alternatives. The needs were satisfied of the consumer if they selected the right options
and getting the best experience they will share there review on online platform. For
example, selecting of the Hilton as the best alternative will help in getting proper
service.
LO 3
Contrasting and comparing the hospitality decision-making process key differences
Both the customers and the buyers business buying journey is similar. Thus, at
some stage each of the have differences. Identifying the need starts with the buying
process for both the consumer customer and the business. To the part of the overall
business strategy businesses are more likely identifying the need as a part proactively.
To the similar way the need of buying was identified practically by the consumers. The
differences between the business to consumer and the business to business decision-
making process are:
From the certain company the making of decision for convincing the executives it
takes a long time. The process of decision-making is long process in the business to
business. The decision are made quickly by the consumers in business to consumer.
Buying of product or not decision was made quickly by the consumers. Pricing of the
product is same for all the consumers in the B2C market. Coupons, offers and the
discounts were provided to the loyal consumers (Rhou and Singal, 2020). The
arrangements of pricing is another way in the B2B. The partnership is stable and long
term by the buyers in the B2B. There is the selling of the product in the large quantities
to the same group of people. Lifelong relationships were created in the B2B as the
orders are very high in B2B. There is the short term relationship by the buyers in the
B2C. There is the less interest on the website the consumer buys product and service
one and after it they went away. For example, the Hilton associated with the other
companies such as with travel agents thus, it will benefit the Hilton in generating the
customers for the long time period. While in the B2C when the customers are directly
associated to the business through the advertisement or through website.

Evaluating the methods and research of market through different approaches
There is the difference between the market research of the business to consumer
and between business to business. B2B and the B2C research the core differences are
identified through the Pareto principle method.
 Different Skill set- At every level of responsibility there is the requirement of the
different skills in B2B market research. Expertise and the skill set is the key area
of the success for the B2B research projects in the telephone interview
(Nowogonska, 2019, February). When working on the B2B research project the
diverse range of challenges were faced in the telephone interviews.
 Sample Size- For doing the research of B2B the size of the samples are smaller
in the majority of the cases. In the B2C the size of the sample is comparably
large.
 Strategic need addressing- Comparing to the research project of B2C the need
of the strategic business was addressed by the B2B market (Diep, Zelinka and
Das, 2019, June).
 Consumers were highly focused in the market research of B2C. Non business
customers were focused in the business to consumer market. Example, The
feedback of the guest by the Hilton will help in improving the business. In the
B2B the travel agents were focused by the Hilton for promoting the product and
service to more potential customers.
 The major difference between both the business to business research and the
business to consumer research is the mixed methodology's involvement. The
mixed methodologies was covered in all the research studies and the reports in
most of the B2C market research. In the market research of the B2B it is not
similar.
 Compare to the physical interview of the people B2B market research involve the
natural activities such as more web, email based surveys and the gathering of
the information through telephone. In the B2B market research the concept of
focusing the group is not used or it is rare.

Providing a justified and the coherent evaluation of the influence of the different factors
on the buying behaviour and decision-making
The buying of the behaviour of the consumers will be different in both the B2B
and the B2C. Through the Pareto approach the comparison of the B2B and the B2C
was done. The size of the samples in B2B is smaller while in the B2C the size of the
sampling is larger. Customers were directly make the decision in the B2C through
directly communicating the channel. In the B2C the decision of the consumer was
depended on the others. For example, through the social media platform individual can
book the service of Hilton while the service of Hilton was booked through the
recommendation of the other companies such as the Travel Advisor.
LO 4
Evaluating of the different stages of decision-making process in hospitality by marketers
The needs identifying, gathering information and evaluating alternatives and
making of the decision by the consumers in the process is called the consumer
decision-making process. The stages of the consumer decision-making process are:
Need Identifying- The needs of the consumer were exactly determined were termed as
the need identifying (Ho and Law, 2022). The advertisement for the brand starts when
the business determine the development of the needs by the consumers. For example,
Hilton identifies that in the holiday the consumers will locate the hotels for stay, thus
Hilton advertises the brand at that time.
Searching Information- To satisfy the need from the product, consumers are requiring
more and more product information as the decision process of the buyer is tends to
continuously changing. To obtain the product and the service information the
consumers can use several sources such as the experiential sources, personal sources,
commercial sources, public and the personal sources.
Evaluating Alternatives-Along with the life cycle of the product the step evaluate the
available different alternatives. Consumers will search for the best alternatives when
they identify the need which satisfies them. To the customers the factors are very
important for the evaluation such as the price, quality, size, etc. Examples, when the
customers identify the need of booking the Hilton they will evaluate the different
alternatives by comparing the price, quality and the services.

Purchase Decision- The decision of purchasing something was done when the
consumer passes all the stages. Based on the emotional connection or influence from
the marketing campaigns or through the personal experience consumers evaluate the
needs by arriving at the conclusion (Gupta, 2019).
Behaviour of Post Purchase- Company can get a number of potential customer when
a consumer match its expectation with the brand. Consumers matching the expectation
will likely influence other potential consumers. For example, Hilton matches the
expectation of the consumer need then the consumer will work as the brand
ambassador for the Hilton and promote the company to its friends and families.
Critically evaluating of the market on the decision-making process stage
To the stage of making decision process the marketers of the Hilton will help in
attracting more potential customers when they were satisfied from the product and
service of the Hilton. But if the needs of the consumer were not fulfilled then the
business can occur loss as the consumer will spread the negative feedback to other
consumers such as to the relatives, friends, etc. This impact the performance and brand
building of the Hilton. Marketers will identify the need such as the need of booking the
hotel either for two days or the three days then the consumer will search for the hotels
for that location and will choose the best alternatives. The best alternative will be
selected which satisfy there need after that they make the decision of purchasing.
Critically evaluation of the appropriate theories, models and concepts applied that
impact and influence on making decisions
To make the best decision for the accommodation, consumer can chose the
stages of decision-making process which will help in better interpreting the hotel and
evaluating the best hotels. Consumers can feel happy when they get the best service
from the selected alternatives (Tajeddini, Martin and Ali, 2020). Thus, they will suggest
more customer but if the need were not satisfied they will share bad experience.
Selecting the approach of road map journey will hep the consumer in booking the hotel,
getting the idea of service. At the time of checkout they will able to share the feedback
with the hotels which they experience.

CONCLUSION
It has been concluded from the above report that the wants of the consumer,
finalize buying process, how the consumers will pay were included in identifying the
behaviour of the consumers. Choosing the restaurants, entertainment and the hotel
affect the behaviour of the consumer in the hospitality business. The report investigated
the influence of the personal, cultural, psychological and the social factors on the
hospitality consumer behaviour. Further, the report also identified the change in the
trends of the consumer due to impact of the digital technology. Further, the report
included the factors on the decision-making and examined the map and journey of path
to the purchasing in the decision-making of the consumer. Moreover, the report
evaluated the influence of the consumers decision-making through the influence of
different stages. The report also evaluated the appropriate research forms for
understanding of the decision-making of the hospitality consumers.