Insights into Hospitality Consumer Behavior & Decision-Making Process

This report provides an overview of hospitality consumer behavior and the factors that influence it, including consumer trends, economic conditions, psychological factors, and the impact of digital technology. It examines the consumer decision-making process in the hospitality context, mapping the path to purchase and highlighting the importance of understanding consumer needs and desires. The report also discusses appropriate research methods for understanding influences on consumer decision-making, such as personality, self-concept, and motivation. It emphasizes the role of marketers in influencing different stages of the consumer decision-making process and the significance of adapting business strategies to emerging consumer trends in the hospitality industry. This document is available on Desklib, a platform providing AI-based study tools for students.

Hospitality Consumer
Behavior and Insight

Table of content
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Factors that impacts on hospitality consumer behavior and attitudes......................................................3
Ability to map a path to purchase in a hospitality context, including the decision-making process.........5
Appropriate forms of research to understand influences on the hospitality consumer decision-making
process.....................................................................................................................................................7
Marketers influence the different stages of the hospitality consumer decision-making process..............7
CONCLUSION...........................................................................................................................................7
REFERENCES........................................................................................................................................7

INTRODUCTION
Hospitality consumer behavior refers to activities of individual, group of people and their
requirements, needs, wants, desire, values, beliefs and various aspects. Consumer when decide to
spend their holidays in hotel they mainly consider some factors which essential for enjoying
holidays like effective room service, quality of food, infrastructure of hotel on the basis of they
spend money, employee services, safety security in room or overall hotel different place, gaming
zone and many more things they aspect they evaluate. (Bhagat and Chauhan, 2021).
Diversification in market trend hospitality industry their owner has to consider it that they
develop new innovation in their services because people more attract and influences by these
factors. Ritz hotel is all above hospitality industry in UK. It includes and provides services like
food, rooms, individual enjoyment and many more. This study will provide information about
how organization develops technological advancement for customer engagement expansion and
how they emerging trends influence the hospitality industries and how company create decision-
making with knowledge and analysis of market demand and also provides information about
which models and theories important for perfect analysis of consumer trend.
MAIN BODY
Factors that impacts on hospitality consumer behavior and attitudes
Consumer trend
Consumer trend influence by the external changes and knowledge of changes is only gain
from powerful research technique. Technological tools and variations in other hospitality
industry services highly influence client behavior and on the basis of changes company has to
develop variations in their business program (Buhalis and Volchek, 2021). Almost every
organization considers and tries to engage new concept in their product and services.
Cultural: Variation in cultural activities directly influence hospitality behavior because when
they decide to spend holiday in the hotel or go for dinner lunch they consult with other people
and most of the people believes in place visit which is trend in market.
Economical: On the basis of recent market trend individual develop higher effective and promote
hard work to raise their quality of life and they believes in develop stability in life with great

manner so from the economic stability they implement activities to spend money with effective
pattern.
Psychological: Consumer services manger has responsibility that they develop and implement
engagement of new resources for customer satisfaction. Because changes in their perceptions is
very easier when other organization provide more effective services at similar price.
Personal: from the influences by other people activity individual mind-set getting changes so this
variation direct affects decision-making activity that which hospitality industry provide best and
effective services.
Digital technology on changing consumer behavior and attitudes
Hospitality industry influences by multiple aspects like consumer security, safety, healthy
food, clean environment, advance and new technology services expansion and many more.
Consumer services manager play major role for identification of various changes. And they have
so many responsibilities for identification of consumer wants, needs and on the basis of recent
market trends or which aspects are essential for development attraction of audience towards with
organization. Meta app, face book, mobile application, content writing, email marketing and
many more digital technological tools influence consumer behavior. Ethical consumer trends
influence customer behaviors are as follows,
 Consumer desire change:
Almost every organization customer services manager faces many challenges from
variation in audience demands. Ritz hospitality manager and owner faces issues from changes in
customer wishes like most of the customer require unique interior, new foods faculties etc. and
main reason is according to recent market trend is people have so many options. So analysis of
this aspect customer services manager has to develop improvement in their services is the only
option to generate customer attraction and effectiveness with organization.
 Customer more connected with social media:

On the basis of social media customer has many options and throughout the application of social
media tools they can easily analyze which factors are better in other hotel and which facilities
they effectively provides to their customer (Childs and et.al., 2021). Ratings, comments on social
media pages are threat bit some time it builds goodwill for organization. But threat is when
organization manager not improves their quality of services. Thus, it’s important that consumer
services manager generate and implement new activities.
 Develop information easily with Smart phones applications:
Consumer has many options and according to recent market trend almost every individual
uses smart phones in their daily routine. Ritz industry consumer services manager implement
strategy and they prepares strategy with their owner and staff members that business
improvement requires efficiency. And better business is only develops by the effective services
in organization faculties. As an example if any customer not like organization food, room, safety
facilities they have option and they can easily takes services from other industry. So it’s essential
that every firm has to focuses on their products and services improvement.
Emerging consumer trend affecting hospitality industry
 Smart hotels:-
Smart hotel expansion is important aspect on the basis of recent culture, activities like free
internet services, online booking, payment, product order services and many more (Davras and
Durgun, 2021). It’s important concept that hotel industry develop and consumer services
manager consider new require variation expansion in their business because this is only option
which raise audience engagement.
 Robot staff:-
Staff member perform well and they have good behavior and knowledge people attraction will
effectively build (Köseoglu and te.al., 2021). So its major essential for emerging issue solution
that company human resource management recruit qualified staff those have great idea about
how to effectively deal with customers.
 Increased emphasis on health and well-being:-

Customer safety is major priority and development of healthy work environment requires
effectiveness and it’s essential that organization staff member and their owner develop facilities
for any unconditional or unwanted situation control (Georgieva and Stanimirov, 2021). Ritz
organization provides their services in very broad area their manager believes in provide
effective services to their customer.
Ability to map a path to purchase in a hospitality context, including the decision-making process
Consumer decision-making refers to multiple activities, individual and group of people
when they wants to buy and purchases goods and services, they influences by the different
variety of product and services. Individual when they take decisions for stay and go for any hotel
they have so many options and choices. So individual decision-making process influence by
multiple aspects are as follows,
Consumer decision making process
Decision-making process about hospitality industry, consumer influence by various
functions and their thought process impacts because they have so many options (Georgieva and
Stanimirov, 2021). Almost every customer faces many issues and their performance highly
influence by so many factors are as follows,
Need reorganization:
Customer mind affects by so many issue and its complex activity when they decide about
product and services which they really want. But application of this decision-making process
individual easily identifies and recognizes what they mainly wants and what is desire and they
have power to buy their needs or not. Decision making first activity is all about which essential
thing they require.
Information search:
Completion of first activity next is to identify information research which means which
aspect they analyze and their needs is fulfill by which place and on the research of hospitality
industry they easily collect research from social media tools (Naidoo and Mathivha, 2021).
Customer generates their research and the research develops so many options, on the basis of
hospitality industry customer gain research about various aspects.

Evolution of alternative:
This is most complex stage of decision-making process because it generates right
decision and correct option is most essential aspect for any effective solution when consumer has
so many good options, then it’s very complicated task to generate last alternative. On the basis of
hospitality industry its very complicated term to develop decisions about which hotel overall
structure, services is best.
Purchase decision:
Completion of alternative stage consumer has to focuses on their purchase and buying
decision. On the basis of hospitality industry consumer mainly consider that if they take room
services in hotel or food services it should clean and effective (Padhi, 2021). So analysis of this
aspect client develops purchase decision that this room is perfect or this restaurant food service is
perfect.
Post purchase decision:
Last consumer decision-making process is post purchase decision where consumer
identify that their decision is perfect or not and implement service. Completion of this activity
they identify that they select right aspect and their product and services worth or not. Application
of overall consumer decision-making process they can effectively take perfect decision.
Value of mapping a Path to purchase: Analysis and along with different stages consumer has
idea that which things and which term is suitable for decision-making and effectiveness
development in correct decision-making approach. Consumer may be influence by branded
products or may be influence by other products services.
Business organizer mainly considers two factors like first is to develop innovative things
in business and second is provides effective and powerful services in market on the basis of
analysis of consumer requirement completion (Urban and Łukaszewicz, 2021). Consumer path to
purchase stage refers to the activity where organization manager generates awareness to
customer that which things require. Next is interest which product and services really wants to
buy. Consideration it means consumer research and analyze available and suitable options and
then they decide purchase decision.

Mainly mapping path to purchase beneficial for analyze of consumer behavior towards
with the business. And on the basis of customer preferences analysis organization consumer
service manager analyze that which things highly influences the customer interest towards with
the business activity. Thus, it helps to develop knowledge about customer interest and identify
which factors influence the business services and how organization can build attraction towards
with product.
Appropriate forms of research to understand influences on the hospitality consumer decision-
making process
Influences hospitality organization consumer decision-making process:
 Personality:
They three factor influences consumer decision-making process, personality is all about
characteristics of individual it includes consumer behavior, their thought process, interest and
many more. Hospitality industry consumer behavior decision-making mainly influences by the
other product and services (Weber and et.al., 2021).
Self concept:
Self concept refers to an activity which is done by customer when they want to buy any
product they consider and develop their interest according to their self analysis. Individual has
potential to raise and build right decision and self concept four stages clearly provided side about
how customer develops their interest on the basis of their choice. This activity refers to the
performance of individual but it’s essential when individual recognize each and every aspect for
proper decision-making process they not effectively develop solution. Knowledge of various

aspects is only depends on the research and communicate with other people who have idea about
organization services.
 Motivation:
Motivation is major important aspect for individual effective life and it develop interest
for new things expansion in live. Individual motivation is influence by so many factors, Ritz
organization consumer services manager has to focuses on consumer motivation because they are
key factor of business productivity. Maslow’s theory is one of the most effective tools to build
motivation in individual and this model shows different level of people needs and what they feels
when they wants to achieve new things for expansion of their motivation for live (Weber and
et.al., 2021).
Consumer learning and their measurement
Consumer learning generates by the individual who buy product and services from
market and then they analyze their future behavior about their buying goods and services. Ritz
hotel consumer services provider manager has responsible that which factor influence the
customer engagement towards with their business services.
Reorganization consumer behavior:
Consumer behavior reorganization is very completive task because culture and
environment factor highly influence the consumer nature. On the basis of recent market trends
it’s essential that hospitality industry manager gain knowledge about new variation its one of the
best way to analyze customer behavior (Yüce and Güneş, 2021). Research of consumer behavior
learning is effectively generates by communicate with customer, and analyze their demands and
analyze that which product and services develop engagement of people.
Understanding about consumer preferences:
Organization profit generate and their reputation is totally depends on understand about
customer preference and it’s very important that every industry mainly consider and understand
about consumer choice and preference and when they comes for buying something goods from

firm, services provider analyze and provide them perfect good services. Because consumer
preference analysis is the only option to build great position in market as well as generates profit.
Concept of business to business and business to consumer:
Business to business refers to activity where product and services transfers
between one to another business entity. Consumer has power to raise performance by different
product, unique brands, good pricing etc. Consumer services manger effectively build motivation
throughout the application of these aspects and if any client wants to takes services from
hospitality industry they mainly prefer that their room services, food services and essential
services should perfect and at good price. So every organization has to focuses on multiple
aspects to raise consumer motivation engagement.
B2C term is to provide goods and services business to consumer. So basically both terms
mainly consider and believes same that they provides goods and services, but business to
consumer require effective research and methodology which is only generates by market
analysis. Consumer service manager has responsibility that they research each and every aspect
of consumer demand and their desires (Zolkepli, Mukhiar and Tan, 2021). According to
hospitality industry they mainly prefers safety, new essential technological changes and security
environment so it’s important that business owner, manager and their staff member develop plan
and set project for new essential changes.
Methods and analysis of market research
Qualitative and quantitative research: This approach useful for identification of best hospitality
industry. Qualitative research is all above refers to summarize by interview, questioner and many
more and qualitative research require scientific methods. So for the hospitality industry
qualitative research is easier concept.
Primary and secondary research: It mainly refers to that primary research is all above new and
latest collection of data throughout the customer perspective and their reviews identification and
secondary research is old concept which is not highly useful for hospitality industry knowledge
development. Its normal thing when other company services, their charges, interior and other so
many things are better, people interest directly impacts by this type of company, so it’s important

aspect that consumer services manager develop numerous things for consumer attraction
development.
Marketers influence the different stages of the hospitality consumer decision-making process
Consumer Decision Model: Individual decision should influence by so many factures, like
cultural activities in market or group of people, economic changes, variation in environment and
many more which means external factors are mainly influence the customer behavior. Its
important aspect that company or business manager develop research program, with the
application of communicate with audience or utilization of technology for richer and then
develop decision on the basis of customer demand.
Almost every people uses social media in their technological gadgets, so they easily
understand and watch about hospitality industry reviews, people satisfy or not and many more.
Consumer service manager of hospitality industry they have to analyze about new features
expansion in hotel services and if they not consider new variation it will highly influence the
overall business growth and expansion.
Competitiveness of hospitality industry:
Multiple hospitality industries available in UK, Ritz hotel mainly focuses on provide
hotel services and food services as well. Organization has so many competitors in market so
survives in the competitive and global world hotel industry influence their services and badly
impacts on expansion of consumer attraction.
Company also provides bar services but other restaurant bar service is more effective and
people more attract with new bar facilities. Basically this organization is old and their interior
and their facilities and services are old, so new organization and their unique and new technology
advancement services influence their customer attraction and also influences profit generation as
well. So analysis and knowledge about every aspect it’s clear that on the basis of recent trends
individual faces multiple challenges from new hotel and their advance service development.

Consumer theory: Individual always consider and believes in buying unique and effective
product and services from organization and when audience wants to buy any product they also
consider that if they buy this particular goods they become satisfy in future. Knowledge of this
concept individual, manager, owner, consumer service manager has to gain knowledge and
implement training about which aspects increase people attraction and which things can build
more efficiency in business activity. Hospitality industry expansion is not and easier task it
require knowledge an anslsysis of various factors and individual factor analysis is essential
because its only option which influence people attraction towards with business services.
Application of new approaches like new design, unique interior, food maker specialists and
brand is best option on the basis of recent market trend. Thus, people highly influences by this
term and condition. And large number of UK people believes in branded restaurant services.
Decision making process for effective hospitality industry:
 Effective hospitality industry selection can easily done by utilization of social media tools
in technological tools, and according to recent market trend social media sites are major
essential aspect for growth or effective marketing generate in competitive market and
also influence audience attraction as well.
 On the basis of organization ratings and comments other companies easily identify that
which product and services engagement is very essential for business.
 Applications and various tools and technique available in market for organization
services analyze also it develop idea that which strategy can raise business performance
on competitive market, Ritz organization owner mainly focuses on recruit employee who
has great communication technique and they have idea about new things or new
advancement expansion.
 So overall performance of consumer service manager highly consider and develop unique
decision-making process according to buyer choice and hospitality industries faces many
issue when they hire new employee for build their reputation impressively in market.
 So it’s very clear and understand consumer behavior aspect that only organization not
faces challenges but customer and client also faces so many issues when they not takes
effective decision.