Understanding Hospitality Consumer Behaviour and Insight Report

This report delves into the multifaceted realm of hospitality consumer behavior and insight. It begins by defining consumer behavior and identifying key factors that influence it, such as cultural, social, personal, and psychological elements. The report then examines the challenges of delivering quality service and the impact of digital technology on changing consumer attitudes. It further explores emerging consumer trends in the hospitality industry, including the influence of social networks and online reviews. A significant portion of the report is dedicated to mapping the path to purchase in the hospitality context, including the consumer decision-making model and its stages. Different levels of consumer decision-making are analyzed, as well as various views on consumer behavior, such as economic, passive, emotional, and cognitive perspectives. The influence of heuristics, marketing mix elements, and new technologies on decision-making are also discussed. The report evaluates appropriate research forms for understanding consumer decision-making and differentiates between B2C and B2B approaches. The impact of personality, motivation, and learning on consumer behavior is explored, along with how marketers influence various stages of the consumer decision-making process, including the roles of culture, subculture, and opinion leaders. The report concludes by emphasizing the importance of understanding buyer behavior to effectively influence consumer decisions.

Hospitality Consumer Behaviour
and Insight

Table of Contents
Intorduction
Main Body
Conclusion
Refrences

INTRODUCTION
Hospitality Consumer Behaviour Insight is the rendering several trends in
behaviour of individual which aims for raising effectiveness of the goods
and services across the hospitality industry to their customers.
Marriott hotel & resort is the Marriott International flagship brand of full
service hotel and resorts. It is also listed in the Forbes for the best company
to work with. There are 567 hotels and resort operating under this brand.
The report includes the determination of different factors which affect he
hospitality consumer behaviour and attitudes. The report further carried
forward with the demonstration of ability for mapping path for purchase in
hospitality context including decision-making process. Evaluation of
appropriate forms of research for understanding affects on the hospitality
consumer decision-making process. The report ends with how marketers
influence different stages of hospitality for consume decision-making
process.

Examining the factors which influence hospitality
consumer behaviour and attitudes -
Define consumer behaviour -
It is the study of how individual
organizations, consumer or group
purchase, select, use or dispose the
product and services, different ideas for
satisfying wants and needs of customers.
This is the referred as the action of
consumer aiming the marketplace and
underlay the motives for these actions.

Various factors which influence consumer behaviour -
There are several factors which affecting the behaviour of the consumers are as follows -
Cultural-
It is stated that an individual learn from the set of values, perception, beliefs and behaviours at
the early life stage of the childhood. This can be learned from the parents, teachers, family
member's and the various key institution which all are surrounded by the individual during the
growth stage. So the cultural behaviour is being from where he or she belongs to. The cultural
factors can be- Social class, culture, subculture etc.,
Social-
Individual resides in the social environment where they are surrounded by different people who
have various buying behaviour (Litvin, Goldsmith and Pan, 2018). The purchase behaviour of the
consumer is affected by this factor to a great extent. Some of these factors are role, family, status
or reference group etc.,

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Personal-
There are several factors which influence the individual to personal
for making a decision of purchasing the product and services. Some
are age, income, lifestyle and occupation etc.,
Psychological-
The individual psychology plays a major role in the consumer's
preference which can be dislike or like for the specific product and
services. Most of these can be motivation, perception, belief and
attitudes and learning.

Challenges of quality services delivered to meet consumer
expectations -
Selling product and services to the consumer and meeting
the neds and demands of the consumer is not such easy. For
this it needs, wisdom, patience and sharp intellectual for
satisfying and navigating the customer's and fulfilling the
needs and wants of consumers. The several challenges
which are being faced by the Marriott hotel is serving
multiple customer at same time on the regular basis.

Impact of digital technology on changing consumer behaviour and
attitudes -
Digital technology has affected the buying behaviour of consumer's in
many ways. Millions of posts, blogs and videos which surfs on internet
which attracts the wide range of consumers and also affects the buying
behaviour of consumer and changing experience of them. So Marriott hotel
should create their website and online promotion effective so that it is
helpful in raising the sales of their services with the help of personalized
experience for customers. As nowadays 74% of consumers feel frustrated
with useless ads, promotions and offers which appears on website. This is
helpful in attracting the wide range of consumers to the hotel and
experience the services which is rendered by them.

Emerging consumer trends which affects the Hospitality
industry -
From last two decades the hospitality industry is going through
the tremendous changes. There are various emerging trends in
this industry which affects the consumers are – Social networks
and different website that can be trip advisor had a wide effect
on the buying behaviour of consumer. It has created
transparency within the customers and quality of services has
been improved which is provided by the companies under
hospitality industry

Demonstrating the ability for mapping a path to purchase
in hospitality context including decision-making
process -
Define consumer decision-making -
The decision-making of consumer involves the customer for identifying needs
and wants, collecting information, evaluation of alternative and then the
buying decision is being made.
Model of hospitality consumer decision-making -
The hospitality consumer decision-making model involves five stage model
that initially proposed by Cox. It is common model for the decision-making
process which includes the decision-making at five stage. The stages consist
of the need or problem recognition, information searching, comparison of
alternative purchase and evaluation of post-purchase. This model clearly
illustrate and explains that how a customer can form decision for buying the
product and services.

Value of forming path for purchasing –
Journey of consumer decision-making involves-
Recognition of problem or need – The first stage involves recognition
of the wants and needs that what product and services is going to
be spruced and for what reason and the product selection is on the
basis of the want, preference and taste etc.,
Searching information- the other stage is searching the complete
information about the product and service. This can be easily done
with the help of internet as the complete information of any
product and service can easily available at the internet.

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Comparing alternatives – While getting the complete information about the product
and service the individual can go through various alternative for the product and
service on the internet then the appropriate alternative must be selected by
compared so that the best alternative can be selected.
Purchase Decision- It is the stage where purchase decision is to be taken after
evaluation of product and services and then the final chosen product is considered
for purchasing and thus final de scion is been taken.
Post-purchase evaluation- It is the final stage of consumer decision-making process
it vital as, it affects future decision-making process of consumer for similar
products. This includes the purchase of products and services for consumers.