Hospitality Consumer Behaviour and Insights: A Comprehensive Report

This report delves into the multifaceted realm of hospitality consumer behavior, utilizing J.W. Marriott as a case study. It explores the various factors influencing consumer attitudes, including cultural, social, personal, and psychological elements, and examines how these factors shape consumer trends. The report maps the stages of customer decision-making, from problem recognition to post-purchase evaluation, and analyzes the path to purchase using the Black Box Model. Furthermore, it differentiates between B2B and B2C dynamics within the hospitality context and outlines various market research approaches. The report provides a comprehensive understanding of consumer behavior within the hospitality sector, offering valuable insights into strategic formulation and customer engagement.

Hospitality Consumer Behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Factors influencing consumer behaviour and attitudes:.........................................................1
P2 Change in consumer trend:.....................................................................................................2
LO2..................................................................................................................................................3
P3 Stages of customer decision and mapping the path:...............................................................3
P4 Path to purchase and understanding decision making:...........................................................4
LO 3.................................................................................................................................................5
P5 key difference of hospitality in context to b2b and b2c..........................................................5
P6 Approaches of Market Research:............................................................................................6
LO4..................................................................................................................................................7
P7 Different stages of decision making process:.........................................................................7
CONCLUSION:...............................................................................................................................8
REFERENCS...................................................................................................................................9

INTRODUCTION
Consumer behaviour refers to the study carried out by the individual or the group which
aims to create the strategy associated with the sales and purchase of the organization. Use of its
goods and services which can help in the generation of the change in the strategic formulation to
bring out the customers to achieve the outcomes in the organizational context.
J.W Marriott is a hospitality multi brand organisation which deals in the hospitality
sector. It was founded by J. Willard Marriott, it is widespread around the world with the revenue
generation of around $20 Billion. It was ranked as top 33rd hotel worldwide.
This study includes various factors that influences hospitality consumer behaviour and
attitudes, it defines the ability to map the path to purchase in hospitality context, research
undertaking decision making processes, evaluation of markets influence on decision making
processes.
LO1
P1 Factors influencing consumer behaviour and attitudes:
Factors which influence the consumer behaviour and attitudes which are changing the
trends in the hospitality industry are:
Cultural factor: Cultural factors which are affecting the marketing trends which can change the
cultural effect which helps in improving the source and ways to compete with the different
marketing trends which help in flourishing the business opportunities, various ways through
which cultural diversity reflects like appointing members of various cultures which can reflect
cultural diversity which can cope up with the cultural diversity and aims for better working of
Hotel J.W Marriott. Marketing trends which reflects the opportunities which can reflect the
cultural diversity which can help the Hotel J.W Marriott to evaluate the diversity and make
necessary changes in the growth of the Hotel J.W Marriott. Group influence of the various
sectors can improve the stability of the firm which helps in the consumer behaviour and change
in attitude of the consumers which helps in improving the consumer base for Hotel J.W Marriott.
Social factor: Social factors which can affect the marketing trends of Hotel J.W Marriott are not
meeting up the requirements as per the needs of the customers there are many customers in the
society with different cultures and beliefs which can affect the mindset of the consumers and
changes the trends of Hotel J.W Marriott. Social factors changes the mindset of the customers
and can help in the development of the Hotel Marriott(Altinay, Paraskevas and Jang, 2015).
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Social factors reflects the thinking and cultural background of individual. Social culture can
affect the mindset which can affect the growth rate and marketing strategy of the hotel. Social
ideology generated by the reviews from the social platform can affect the mindset of the
consumers regarding the Hotel reviews can be changed which can directly affect the hotel
industry as the customers can vary(Al-Janabi and Mhaibes, 2019).
Personal Factor: Personal Factors which can affect the consideration of the personal beliefs
depends on liking and disliking of the individual which can affect the consumers behaviour.
Personal liking depends upon the mood of the individual which can affect the Hotel industry.
personal behaviour are ones liking and disliking, If the personal satisfactions are not met they
will affect the growth and profitability of the industry.
Psychological Factor: This depends on the psychology of the individuals which can be affected
by various means like personal behaviour can be changed through use of social media or any
group of friends which can affect the thinking. This is caused by the response of stimuli which is
generated by the things which we hear it is affected by the change in the mindset of the people
various advertisement can also affect the thinking and behaviour which will affect hotel.
P2 Change in consumer trend:
Customer trend changes with a very short span of time. There are trends which needs the
scenario of the hospitality industry. J.W. Marriott has affected the development of the technology
in the hotel industry(Dileep and Mathew, 2017). As the technology has advanced there must be
various technological updated winch must be advanced in the hotel industry which can attract the
customers which helps in the benefit generation to the industry various technological updates
such as the central light regulations, regulating various smart appliances with the help of tablets
or smart gadgets which can keep the comfort of the customers can help in the profit generation
of the customers. Various social media platform can affect the ratings of the industry which
can either help in the profit generation of the industry. Blogging affects the industry as there are
many false reviews which can affect the company in the relevant context. Advertising and
marketing strategy can help in the bringing the organisation with more of the customers which
can help in the profit generation of Hotel J.W Marriott which can bring a greater customer base.
Good customer experience will gain more of the profitability to the Hotel Marriott.
Advertisement done on online platform can help the firm with the improved results and can help
in the bringing the profit generation of the Hotel Marriott. Technical advancement can help in
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the generation of the workers with the technology which can help them to do the work faster and
better. Updation of the websites availing various offers and discounts can attract the customers.
Consumer demands of the reliable and faster service for the better and effective strategy which
can help hotel to achieve better customers(Huo, 2017). Customers experience must be fulfilled in
order to generate a good reputation rate in the market. As technology advances a shift of
customers is always towards the technology there must be advancement of technology which can
provide better service and satisfy the customers. As technology is advancing there is an impact of
social media on the customers of the Hotel Hilton as this can easily shift the customer base
which affects the customer service. Hilton Hotel can strategies to bring up the technological
advancement and shift the work culture according to the technology and help in the attaining a
valuable customer base(Holbrook, 2018). Hotel Hilton can change the strategy and develop a
technological advancement which can be liable to the Hotel Hilton.
LO2
P3 Stages of customer decision and mapping the path:
Stages of customer decision is based on the mindset of the customers which can be achieved by
the following the five major steps: problem finding, information searching, information analysis,
decision making and post service experience:
Problem finding: Problem finding is a key step which needs to be altered in any problematic
context which can help in the decision making strategies. The problem needs to be evaluated
which can be considered as the problem statement which needs to be addressed. Problem
statement arises as the problem needs to be considered as the solution needs to be generated.
Approaches needs to be defined as there is a problem statement.
Information Searching: As the problem is aroused there are various relevant problems which
are gathered and the relevant information is achieved which can be analysed including various
pros and corns which are gathered in evaluating the problem. Search must be dependent on the
relevant problems which are needed to be delivered. Information must consist of all the topics
which needs to be gathered and addressed by the approaches including the various attributes
required for the approach. Searching must be carried out on the basis f self analysation of data
which can be addressed by the use of data used in the past studies. A solution must be analysed
and approaches must be confirmed in the information searching method. Various information
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gathered must be based on facts and figures which needs an approach carrying(Kladou and
et.al.,2017).
Information analysis: Analysation of the information gathered after addressing the approaches
which to be addressed to find out the solution must be considered. Addressing the information
will lead to gather all the problems which can help in providing the approaches to the solution.
This includes internal and external approaches which needs to be evaluated in the analysis of the
information. Analysing and discussing with the team to carry forward to look a best solution to
the problem which needs to be answered correctly.
Decision Making: Decision making is one of the important step which gives a key a approach to
the evaluated problem which are discussed in the above study. This decision making process
must be the revaluation of the problem which are addressed in the above statement. A check and
re analysation must be done in order to achieve the answer to the problem. Decision making
must be done on the group level which can answer the problems in the context of the hotel
Marriott. This includes the officials and the managers who are liable to take decisions of the
Hotel which can help in development of the organization(Malik and Sharma, 2019).
Post evaluation:
This is the evaluation of product and services which are offered with the necessary changes
which are made above analysis. This is the feedback of the evaluation which is carried in above
study. Evaluation is done on the results generated by the feedbacks of the clients which gives the
idea of evaluation. Then the evaluation is carried out to improve.
P4 Path to purchase and understanding decision making:
Black Box Model:
This model consists of the interaction of various aspects which are references to the response to
the stimuli, characteristic of consumer, decision making process and the feedback by the
consumer to the product or service. It is not dependent on just buying and selling of the services
and procedures. It is based upon the the awareness by the firm to the customers which are
provided after the product or service. It consist of response to stimuli which are generated by the
company to avail various offers. This model reflects behaviourism where it is not focused on the
the process within the customers. It gives the immediate response as the stimuli is generated
which can be used to generate an immediate action in the minds of the customers. Black model
reflects on the response which are created in the situation which arises in the mind of the
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customers. It aims to present an effect in the minds of the customers which are generated by the
host to attract the customers. Environmental factors consist of response of stimuli which includes
product, price, place and promotion which helps in analysation of response to stimuli. Marketing
stimuli refers to the response of product and services which can be offered by the Hotel Marriott.
Environmental stimuli can be economical, technological, political, cultural, demographic, natural
responses to stimuli which can affect the natural environment and affect the growth and
development of the Hotel(Marčeková, Šebová and Pompurová, 2019). Buyers characteristic are
traced by the attitude, motivation, perception, personality and lifestyle which can affect the
environmental culture which are evaluated to come out with the strategies and abilities which can
aims to work for the better achivablity of the organization by defining the buyers characteristic
which helps in strategic improvement by the organization. Decision process involves the
problem recognition information which are searched to provide an alternative results which
evaluates the purchasing decision. This method helps the Hotel Marriott in developing strategy
which helps Hotel to evaluate the post purchase response and to bring out solution to increases
sales.
LO 3
P5 key difference of hospitality in context to b2b and b2c
Business to business Business to consumers
low strategic importance and low spend
wherein the offering provided by the company
has low importance and the business user
generally does not focus on price as the
decision is taken by only one employee. Hotel
Marriott's products and services sometimes
does not entice the their sponsors and business
users.
This encompasses the need recognition
whether customers comes across the need for
buying the product/services. Consumers feel
the need of having a product/services when
they face certain situation. A leisure tour helps
hospitality industry in developing
This comprises of low spend and high
importance wherein the offering is generally
not that expensive but becomes important for
the business operations of business users. Like
the safety certification provided by the
Marriott becomes important for their business
users during dealing in their products and
provide them with the assurance and safety.
This part consists of Information search. Once
the consumers have recognized the need of
possessing the product, they tend to gather as
much information as possible regarding that
product which helps them in understanding its
uses and characteristics. Like for searching for
the wedding services, customers search on the
Marriott site thus the hotel can have an
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effective website along with customized search
engine optimization so that customers can
gather numerous types of information on the
services.
This stage encompasses high spend and low
importance whereby the offering provided by
the company is not crucial for the business
operations however the clients remain
concerned of its price which are already
defined. The end users generally bargain in
order to minimize the expenses(Mattimoe and
Tivnan, 2017).
This part consist of Evaluation of alternative in
which the customers after gathering the
information compares the services with other
providers mostly their competitors. They
evaluate which provider is offering the best
services in reasonable price. Thus Hotel
Marriott, can have a great price quality
combination which will entice the customers to
choose them over other alternatives.
Last stage consists of high spend and high
importance within which product offered by
the company are of high value and is important
for the business operations of clients.
Last stage comprises of Purchase decision
where the consumers after evaluating all the
alternatives decide whether to purchase the
products and services or not. This is generally
based on their degree of evaluation.
P6 Approaches of Market Research:
Various market research processes which can be used in market research process are determined
on the basis or research done. It consists of two methodology which helps in the strategic
generation of the strategy which evaluates the market and evaluate out the result. Primary and
secondary research is carried out for the evaluation of the market.
Primary researches: it consist of the research done on the primary basis which consists of surveys
carried out by the Hotel Marriott to evaluate the approachers in the marketing strategy. A field
research is carried out which is based on the direct approach to the customer by various means
which can help in generating the reviews and providing a strategic method. A direct approaches
gives a strategic result to the problems which are arose during a field research. It consists of the
reviews generated by the feedback forms, face to face interactions, interviews, reviews and
online forms which evaluates the performance of the Hotel Hilton.
Focus groups: Focus groups consists of the feedbacks generated by the groups as a topic of
general discussion which can give a direct access to the results generated which gives a solution
to the problem which can generate a result of the problem arose and gives results to the
discussion(Newman, 2016).
Interviews: interviews can be qualitative market research methods which are used to generate a
result to the problem by a direct approach to the clients which can generate a simplified method
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to the general topic which are to be discussed. It is a view of the customers which gives the result
to the approach which is to be fulfilled.
Experiment and field trails: experiment and approaches are carried out to witness the test
conducted in the development of the further strategies and development of the firm.
Secondary research:
It is generally a review of the topic by the act of seeking out of the existing data which can used
to generate the strategies by the data already carried out by some other which can be used as a
basis of our analysis of research secondary research can be from the journal article, newspaper
etc. which can help in the generation of the basic data which can be used to analyse and interpret
to carry out the researches and give a result. Secondary data can be the research which can be
used to generate the research and bring the strategic changes.
LO4
P7 Different stages of decision making process:
It consists of consumer learning process which are behavioural and cognitive
Behavioural: It is a connection between response and stimuli where stimuli is the object, which is
a sense of person along behavioural response of the person which they react in different
situational context. This generates relationship across situations which are having same
responses.
Cognitive theory: It is the theory which occurs through mental process this refers to encoding the
scenario, elaborating and analysing which creates a deeper learning process which help in the
self development of the individual. This defines the way through which information about the
consumer is absorbed, retained and processed to complete the self evaluation. Influence of
culture and sub culture which affect the decision making strategy of Hotel Marriott. This will
affect the behaviour of the buyer if their personal needs and cultural behaviour are not satisfied
which can lead to the influence of the strategic approach put up by the Hotel Marriott. It consist
of the behavioural change which can be used to analyse the key behaviour of the organization.
Personal factors which depend on the organizational analysis can be done with the key
objectives. Personal factors depends upon the effective nature and biological nature which are
done on the the events which provides accurate results of the problems(van Ginneken, 2019).
Environmental factors depends upon the factors which gives us the review of the environmental
scenario which help in evaluating the results which can affect the decision making process.
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Various marketing approaches which are not fulfilled by the Hotel leads to the decline of the
sales which can lead to the decrease in sales which can affect in the loss of the company.
Leadership decisions can be hindered as the sales decreases a strategic analysation and
involvement will be necessary to generate the process and making the best marking strategy.
CONCLUSION:
This study concludes that the changes brought by the factors which are responsible for
consumer behaviour are responsible for the various decision making process which can validate
the growth of hotel. An advancement in technology can bring about the change in market
research strategy which can provide a result as the advancement of the firm. Various models help
in the strategic development of decision making process and achieving the market value and
maintaining the market retention rate of the hotel .
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REFERENCS
Books and Journals:
Altinay, L., Paraskevas, A. and Jang, S.S., 2015. Planning research in hospitality and tourism.
Routledge.
Al-Janabi, A.S.H. and Mhaibes, H.A., 2019. Employing marketing information systems for the
success of small and medium enterprises: A field study of some Tourism and Travel
companies in Baghdad.
Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 304-329). IGI Global.
Holbrook, M.B., 2018. Creating value: the theory and practice of marketing semiotics research.
Huo, Y., 2017. The Management of Destination Branding: Applying Tourist-Based Brand Equity
to Utah as a Tourist Destination. Journal of Tourism and Hospitality Management, 5(2),
pp.101-109.
Kladou, S and et.al.,2017. The role of brand elements in destination branding. Journal of
Destination Marketing & Management, 6(4), pp.426-435.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management, 6(2), pp.127-135.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Marčeková, R., Šebová, Ľ. and Pompurová, K., 2019. Internet Marketing Communication of
Destination Management Organizations in Slovakia: The Case Study. In Smart Tourism
as a Driver for Culture and Sustainability (pp. 315-328). Springer, Cham.\
Mattimoe, R.B. and Tivnan, J.P., 2017. In search of hospitality: Theoretical and practical issues
in performance measurement and management in hotels.
Newman, A., 2016. Communication planning: A template for organizational change.
van Ginneken, R. ed., 2019. Hospitality Finance and Accounting: Essential Theory and Practice.
Routledge.
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