Hospitality Consumer Behaviour: Factors, Trends, and Decision Journey

This report provides a comprehensive analysis of consumer behaviour within the hospitality sector, focusing on Jurys Inn as a case study. It examines the cultural, personal, social, and psychological factors that influence consumer attitudes and purchasing decisions, highlighting the impact of digital technology on changing consumer trends. The report maps the consumer decision-making journey, emphasizing the importance of understanding this process for marketers. It also differentiates between B2C and B2B decision-making processes within the hospitality sector and explores various market research approaches. Finally, it discusses how marketers can influence different stages of the hospitality decision-making process, providing examples of effective strategies. This analysis is crucial for hospitality organizations seeking to enhance customer satisfaction and improve their marketing effectiveness.

Hospitality Consumer
Behaviour Insight

Table of Contents
INTRODUCTION...........................................................................................................................5
TASK 1............................................................................................................................................5
P1. Several cultural, personal, social and psychological factors that affects consumer
behaviour and attitudes in context with hospitality organisation...........................................5
P2. How consumers trends are changing, due to the impact of digital technology................7
TASK 2............................................................................................................................................8
P3. Stages of consumer decision making journey and map a path to the purchasing for a given
hospitality organisation..........................................................................................................8
P4. Importance of marketers to map a path to purchase and understand consumer decision
making in relation with hospitality.......................................................................................10
TASK 3..........................................................................................................................................11
P5. Key differences of hospitality decision making process in relation with B2C and B2B
within the hospitality sector..................................................................................................11
P6. Different approaches to market research for understanding decision making process.. 11
TASK 4..........................................................................................................................................12
P7. How marketers can influence the various stages of hospitality decision making process by
giving examples....................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Consumer behaviour is the specific study of groups, individuals and business enterprises
as well. This type of study is interrelated with each other which is generally based on buying and
selling behaviour of people at marketplace. On the other side, consumer behaviour is the activity
which is emerged in the different science from various technology, marketing and economics as
well as behavioural economics. By having this sort of integrations firms can examine emotions,
attitudes and preferences for customers. This assignment is based on hospitality organisation
named as Jurys Inn which is one of the best hotel brand that provide their services across the UK.
It is headquartered in Dublin, Ireland and was formed in the year of 1881 by William Jury.
Moreover discussion will be based on few factors which directly influence hospitality consumer
behaviour and attitudes. After this ability to map a path to purchase in context with hospitality
and decision making process (Casado-Díaz, Pérez-Naranjo and Sellers-Rubio, 2017). At last,
specific forms of research and consumer decision making process as well as various stages in the
the hospitality consumer decision making process will get covered.
TASK 1
P1. Several cultural, personal, social and psychological factors that affects consumer behaviour
and attitudes in context with hospitality organisation.
Consumer behaviour refers to the study of how people and customers select their goods
and services as per their choice in order to satisfy their needs and wants. It is the set of actions
which is played by the consumers at marketplace and it attracts firms in order to increase their
productivity in a proper way. Therefore, it is very essential term for those sort of firms who
willingly want to expand their business in another place. So that they can make better strategies
for the betterment of future. Along with this, it consist various factors such as social, cultural,
psychological and personal which directly affects the entire behaviour of consumers, those are
mentioned below:
Personal factors: It is considered those type of factors by which buying behaviour of
people can get influenced. Therefore, this type of factor always vary from consumers to
consumers and give results in a different ways within the market towards product and services
(Hartmann, Apaolaza and D’Souza, 2018). As it includes in people age, economic
circumstances, occupation, personality and lifestyle. So firm can get ideas about consumer's
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choice. Herein, all these type of factors are very important for Jurys Inn as they deals in different
locations across the UK so that they are needed to known about exact needs and wants to its
customers in order to give better services and make them happy. By having detailed information
about people desires they can make their services accordingly and able to understand their
lifestyle as per the current trend in marketplace. Therefore, one of the best thing which should by
understand by respective firm that is lifestyle of people. This is because every individual has
different kind of behaviour and desires, if firm will understood easily then they can build strong
relationship with them and able to reach their targeted goals and objectives.
Social factors: This type of factors mainly includes in experiences and factors of people
which directly influence their personality, lifestyle and attitudes as well. With the help of better
experience people can make their choice better and able to gain better products and services from
the market (Han and Won, 2018). On the other side, it is very essential for firm to make unique
and different strategies by which they can take particular decision towards consumer's choice and
provide services accordingly. Within the hospitality sector, at current scenario there are different
hotel who are focusing on their customers needs and providing better services to them. In context
with Jurys Inn, as they are operating large number chains of hotel so they have around 7,500
rooms which is operated by 4,000 employees within the firm. In order to make their services
more better they should considered age group, and people desires of its customers to give better
services and goods in a proper way. It will influence behaviour of customers and give them
better experience in a better way.
Cultural factors: It includes factors that influence person through social aspects in terms
of values, preferences, and perception of others. Therefore it plays very important role in the
every humans life, with the help of this firms can analyse customers behaviours, religions and
regions in order to satisfy consumer needs and wants in a specific manner. In relation with, Jurys
Inn, they always have positive and helping culture in every branch of this hotel, so that they can
give better services to its customers and able to gain various opportunities in future at
marketplace. The main aim of this company is to follow such type of culture by which they can
meet organisational goals and achieve huge success in an appropriate manner (Amankwah-
Amoah, 2017).
Psychological factors: This factor plays significant role within the company by which
they design and shape various services which attracts large number of people within the industry.
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As it is necessary for firm so that they have a change to gain better services and motivates its
employees towards achieving organisational goals and strategies in a perfect way. In context
with Jurys Inn, as they are offering better services to its clients and customers so that they can
increase their productivity in front of them and every customer happy at different level. On the
basis of this they also focuses on entire demand and needs of their clients within the hotel. By
focusing on various aspects demanded by customers can make them more attractive and make
hospitality sector better. It mainly consist such type of rules and policies which fulfils
requirements of people effectively. By considering lifestyle and attitudes of people they can
make different type of facilities for their customers which attracts them and increase brand value
of firm in an effective manner (Hara, 2017).
P2. How consumers trends are changing, due to the impact of digital technology.
Digital technology is one of the best breakdown structure of signals, messages, different
ways of communication between developing devices and attaining devices with the use of lots of
information in the binary code. With the advancement of technologies, trends of consumers are
rapidly changing reason being technologies are best part of every firm which helps them to gain
large number of customers in a perfect way. As technologies are includes in so many forms like
changing social media, voice assessments and so on. That's why it is the fastest way of
communicating from person to person everywhere. These type of techniques influence people
directly and make every people happy. So the changing trend of technologies affect business
functions and activities in a positive manner. There are different ways, those are following as
under:
Smart device: This type of devices always comes under the different types of electronic
devices which helps people to get interconnected with each other. Bluetooth, NFC, WI-FI are the
best examples of smart devices. All these type of key elements make every consumer device
properly and large number of devices in order to maintain customer's satisfaction effectively.
Therefore, it is more necessary for the consumers to understand unique changes as per the
current trends effectively in order to make firms value effective in front of their competitors
globally (Hara and Villiers, 2017).
Online dealing: It is the best important thing within the organisation which directly
affects the consumer needs and demand in an effective manner. With the help of fastest
techniques firms can make their online services better and provide better services to its
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customers at marketplace. There are various sorts of websites which deals with different kinds of
people and fulfil their desires in an appropriate manner. The best advantage of online dealing is
people can easily communicate with the seller anywhere by using electronic gadgets like laptop,
computer, mobile phones, tablet etc. It overcome extra costs from the entire work and saves time
of every people in a best way. Therefore, current trends of firms always influence digital
technologies for the betterment for people. But some times there are few challenges in order to
give qualitative goods and services, in order to reduce sort of factors, there are few way, those
are mentioned below:
Communication gap: In order to minimise various challenges of services quality
delivery in order to meet consumer's expectation, communication is the best way which helps
build strong relationship with various customers at marketplace (Nimri, Patiar and Kensbock,
2017). Along with it is helpful to make various strategies for giving better services to customers
as they want.
Understanding customers expectations: In order to face so many challenges firms are
needed to have different types of strategies and techniques to give better goods and services in a
perfect manner. For understanding overall needs and wants of customers firm should segmented
their products as per the age, geographical and gender so that they can fulfil customer
expectations in a perfect way,
In relation with Jurys Inn, they are following different types of culture as well as trends in
order to give better services to customers in an effective way. By having positive attitudes and
behaviour respective firm can influence people towards the hospitality industry. This
organisation applied so many services in their hotel so which influence lots of people. Therefore,
current trends as well as emerging trends that directly influence hospitality industry in a positive
manner.
TASK 2
P3. Stages of consumer decision making journey and map a path to the purchasing for a given
hospitality organisation.
Consumer behaviour is kind of activity which can be sell and purchased by people at
marketplace. Therefore, as per the current scenario it is essential for firm to understand overall
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needs and demand of their consumers and make services accordingly. In order to make
appropriate decisions journey, there are some stages which are following as under:
Pre purchase stage: On the basis of this, consumers and people have different type of
solution as well as alternatives for their every problems. So that marketer has requested to follow
various types of information elements like social media, reviews by which they can get better
information and able to make pre purchase decision in order to perform each and every activity
in a specific way. In context with Jurys Inn, they offered various services to people so that they
can take services accordingly (Namkung and Jang, 2017).
Purchase stage: According to this stage, customers have availability of different types of
options in to the marketplace. On the basis of this there are different options which customers
have. With the help of this they can easily enjoy their services according to their own opinion
and able to get services in a perfect way. In relation with respective industry they are giving
different and unique services to satisfy them in a proper way.
Post purchase stage: After purchasing different kinds of services from the market
customer are able to evaluate their overall experience. In relation with respective hotel as they
offered various type of room services customer gives their feedback and make them happy.
Receive stage: According to this step customer enjoy their facilities which is offered by
respective firm along with they also increase firms value in front of people at marketplace. Their
accommodations includes transportation facilities, free WI-FI and so on. By having all these
sorts of elements customers can get huge satisfaction properly.
Levels of consumer decision making in hospitality industry:
There are different types of level in order to make consumer decision in context with
hospitality industry, mentioned below:
Routine problem solving: It is the type of gaining information among goods and
services which is provided by firm to make customers satisfied.
Extensive problem solving: In this customer involves various activities as respective
firm provide various sources and services to make each and every decision clear (McKercher,
2018).
Limited problem solving: With the help of this customers are always able to find out
unique solutions for their every issue within the company.
Four views concerned with consumer decision making:
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Economic view model : It is mainly related with cost during the purchasing process. For
this firm is needed to be very aware about pricing strategies so that they can maintain their
costing strategies.
Passive view: It mainly include promotional activities which is generally used to help
business firms to gain huge success and profits in a perfect way. In context with Jurys Inn,
manager of this firm using best and better advertisement techniques to achieve desired goals.
Cognitive view: In order gain different types of information from the current trends there
are different types of technological advancements in order to gain huge profits in an appropriate
manner.
Emotional view: In relation with Jurys Inn, they always examine overall feelings and
behaviour of people in order to know their buying pattern of goods and services within the
hospitality sector appropriately (Mansour and Ariffin, 2017).
P4. Importance of marketers to map a path to purchase and understand consumer decision
making in relation with hospitality.
Within the competitive scenario there are different types of organisations who are playing
their different roles and responsibilities in a numerous ways. From this type of scenario
customers are able to think broadly and take decision which can satisfy their needs and wants. In
context with Jurys Inn, manager of this organisation being changes as per the clients
requirements , those are mentioned in beneath:
Determinant of decision making in some changes: This statement refers to the
psychological techniques. With the help of this consumers can take decision in a proper way.
Therefore, manager of respective organisation usually conduct research in order to take decision
as per the consumer's mind and behaviours within the hospitality sector.
Determinant of marketing mix: With the combination of various elements manager of
respective organisation is able to meet customers needs and wants by analysing different types of
people needs and demands at marketplace. By knowing overall scenario they can make different
strategies accordingly and able achieve their desired goals.
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TASK 3
P5. Key differences of hospitality decision making process in relation with B2C and B2B within
the hospitality sector.
According to the hospitality organisation,Jurys Inn, this can be said that manager of this
organisation applying two types of decision making process first is B2B and another is B2C, by
having these sorts of decision making process they can make this hotel attractive in front of their
competitors in a perfect way. On the other side this can be said that if customers are taking
services from respective hotel on various locations so that they generally used business 2
business marketing approach, With the help of this they can get different types of offers and
discounts while using several websites, it will help firm to increase their productivity in a perfect
way. Along with this, by proving online hotel booking services respective firm can make its
potential customers and able to achieve their desired goals in a perfect way. Whereas, B2C is
also very important, by which customers can directly communicate with manager of an
organisation and able to share their views from one to another in a perfect way. With the help of
this respective firm can manage their work and able to maintain its quality appropriately (Pijls,
and et. Al, 2017).
P6. Different approaches to market research for understanding decision making process.
For staying long period of time within the marketplace, it is essential for firms to conduct
research at marketplace, in order to define people needs and wants effectively. In context with
Jurys Inn, in order to satisfying needs and demand of consumers they are using 2 types of
channels those are:
Marketing research approach in B2B
With the help of business 2 business research, respective organisation is able to gain data
from secondary sources is very helpful as it takes less cost and make better ways for achieving
organisational goals. For example: Public records.
Marketing research approach in B2C
On the basis of business to communication marketer is able to conduct research from the
secondary data collection which is generally used by first hand. With the help of this they can
overcome various errors from the company in order to make better projects. Example of this
research is base don business 2 communication.
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TASK 4
P7. How marketers can influence the various stages of hospitality decision making process by
giving examples.
Consumer learning is the best process which is generally used to purchase something as
well as better experience within the hospitality industry. By taking huge feedbacks from
customers they can make their operations better and gain good image in market. In relation with
Jurys Inn they are operating 38 hotels within the UK and also trying to expand its business in an
effective manner. Therefore, there are various types of stages in relation with decision making
which is taken by this respective firm within the hospitality sector. Those are mentioned in
beneath:
Cognitive approach: It is also considered as the mental activity which involves
remembering, thinking, using various languages and learning concepts and so on. Therefore, this
approach is necessary for learning and getting various sorts of necessary information towards
firm (Paulose and Bujisic, 2017). With the help of underpinning different types of tools in to the
market respective firm is able to make unique concepts for their customers by which they can
provide better services at every level. On the basis of this behaviour people can enjoy their
vacations without any issues.
Behavioural approach: It is based on the overall working performance of employees
within the company. It also includes in the process of learning customers experience in a better
way. With the help of this they can make better strategies to make them more happy effectively.
If respective firm evaluates overall behavioural aspect of their people and influence them by
giving better qualitative services.
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