Hospitality Consumer Behaviour and Insight: A Comprehensive Report

This report provides a comprehensive analysis of consumer behaviour and insights within the hospitality sector, focusing on the President Hotel as a case study. It investigates the cultural, social, personal, and psychological factors that influence consumer attitudes and behaviors, along with exploring how digital technology is changing consumer trends in hospitality, including smart hotel rooms, contactless payments and energy saving appliances. The report examines the stages of the consumer decision-making journey, mapping a path to purchase and highlighting the importance of understanding consumer decision-making for marketers. Furthermore, it compares and contrasts the key differences in the hospitality decision-making process in B2C and B2B contexts and evaluates different approaches to market research and methods used to understand the decision-making process, concluding with an evaluation of how marketers can influence the different stages of the hospitality decision-making process with specific examples.

Hospitality Consumer
Behaviour and Insight

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a hospitality context.....................................................3
P2 Explore how consumer trends are changing due to the impact of digital technology...........4
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given hospitality service...................................................................................5
P4 Explore why it is important for marketers to map a path to purchase and understand
consumer decision-making in the hospitality sector...................................................................6
P5 Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific hospitality examples. ..................................................7
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process................................................................................8
P7 Evaluate how marketers can influence the different stages of hospitality decision-making
process giving specific hospitality examples............................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer behaviour refers to the analysis of what are the consumers
buying for satisfying their needs and what are they using and at what prices are they buying
those products and it is also refers to gathering the information and economic value and other
factors that includes the satisfaction of the consumer. Hospitality is the sector that provides
services which includes lodging, drink and food facilities, planning of events, provide bar,
tourism, travelling.(Ahmed and et. al., 2018), The president hotel is a hotel with good rating and
provides modern facilities, located in Bloomsburg, opposite from British museum near Euston
railway station. It was established in year 1962. and last renovated in year 2013.
P1 Investigate the different cultural, social, personal and psychological factors that influence
consumer behaviour and attitudes with a hospitality context
Consumer behaviour is effected by various factors that varies from consumer to
consumer some are effected by cultural, social, psychological and personal, and those are
detailed in the context of The President hotel like how its effects the level of satisfaction
of the consumer in every aspect that is mentioned above.
 Social factor - The social factors consist of the cultural values, religions and every
religion has its own restrictions and it includes the economic status like middle class,
higher middle class,and it includes the believe factor that almost affects every human
being whether its of the same religion or different but this factor affects the satisfaction at
its major, gender factor and services provided by the hotel.(Arya and et. al., 2018).,. The
president hotel analyse the consumer needs and manage the facilities and analyse the
consumer economic behaviour.
 Cultural factor – It consist of the culture that a consumer is coming from and every
consumer has different type of cultural needs some prefer their families at the top and
some prefer their believes at top . The president hotel have rooms for the joint families
and provide different types of cuisine as per the consumer because some are very specific
about their food because it represents their culture.
 Personal factor – This refers to the factors like occupation, economic status of the
individual in the society, life style that a individual is leading on its own and personal
space of the person and it is a very important thing from the perspective of a individual.

The President hotel respect the privacy of every individual costumer and does not provide
any personal information to any stranger other then their family members if they are
travelling along with the family and if not they will not provide the personal information
to anyone if it doesn't includes a police case or any type or kind of harm regarding the
other consumers in the same place.
 Psychological factor - It refers to the factors that can influence an individual's thinking,
attitude towards the society, level of motivation and way of learning and handling things
and sometimes actions also effect it variously. The president hotel always tries to never
effect a consumer's psychological way and it provides and respects all type of consumer
beliefs because if a individual's belief is effected it can also effect the rating of the hotel
as well as on the economic factor.
P2 Explore how consumer trends are changing due to the impact of digital technology
Consumer trends are changing very drastically because of the change and growth in
digital technology.(Bedard and et. al., 2018). Recently the digital technologies have
grown in various ways and which effecting the hospitality industry in very broad way and
those are detailed in the context of The President Hotel.
 Smart hotel rooms – These rooms have that smart technology by which the consumer
can customise their rooms by themselves without asking from the hotel management to
do that for them. The President hotel has to apply it to the management so that the
consumer satisfaction level can increase.
 Contactless payment – In recent time it is very famous because of the pandemic it was
highly recommended and now people are used to pay everywhere through their bank
accounts. The President Hotel also uses it for the convenience of paying anywhere and
anytime and getting the payment easily and no fear of not getting paid
 Translation devices – It helps in translating the important and relevant information in
the consumer's native language if they are not from the same country so they can
understand for what purpose the seminars or presentations are conducted for. The
President Hotel provides its own translators who work for the organisation only.
 Air filter systems – Some hotels also provide air filter systems because some consumers
need that and also because of the issues of breathing too in recent time there is a disease
in which people have a fear of being not able to breath in the fresh air and also for asthma

patients it is a mandatory thing to provide.(Campbell, C., 2018). The President Hotel
provides these facilities to all of its consumers and it also increases the trust towards the
hospitality sector and they whenever revisits the country or the city they prefer the same
hotel they have last booked
 Occupy based sensors – These provide more efficiency of knowing without interrupting
in the room for the checking of the availability because in previous times it has happened
to mostly every consumer that the hotel department knocks on the door to check if it is
occupied or it is empty.
 Energy saving appliances – The smart technology has now lead to energy saving
appliances through which it takes order and if the guest are not in the room then it
automaticity turns off all the appliances in the particular room and because of this the
Hotel saves a huge cost every year. The Hotel Paradise apply this and saves cost on
yearly bases and because of this the hotel is much economical with the comparison of the
other hotel prices.
P3 Examine the stages of the consumer decision making journey and map a path to the
purchasing for a given hospitality service
Their are certain stages of consumer making decision and how does it effects the
consumer level of satisfaction and have those points detailed below the steps that were
taken by the consumer before making the final decision of making purchase of the
product or services.
 Problem recognition – Firstly the consumer identifies the need for the service or for the
particular product . In case of The President Hotel first the consumer has to feel the ned
of the service and for that to realise the consumer has to make a plan for gathering and for
that they will need a booking in the hotel and then they will realise the need of booking a
hotel. (Gupta, P.K., 2018).
 Information search – Second step in this is to gather the information about the service
like is it available at a particular place or not and where can the service provided in the
nearest place. The consumer will then analyse the need to gather the information about
the President hotel and take the information about it like what its specification are and in
where it is how much far it is from the airport they are landing on and what are its cost
price .

 Alternatives evaluation – Third step is finding its alternatives and where it can probably
provide the services and is it better then the actual service we are opting for and how far
it is from the location. In case of The President Hotel first the consumer has to feel the
ned of the service and for that to realise the consumer has to make a plan for gathering
and for that they will need a booking in the hotel and then they will realise the need of
booking a hotel.
 Purchase decision – Fourth step after doing the previous step is making the actual
purchase of the service or the product as per the information and reviews and the
alternates present in the market based on the ratings and the purchases or sales record.
 Post- purchase evaluation - Final step after the purchase is being made from the
alternative options available in the market comparing those with the other or on the basis
of the past experience and based on the expectations they have expected and then giving
the review for the service they have opted for and the organisation has provided.
P4 Explore why it is important for marketers to map a path to purchase and understand consumer
decision-making in the hospitality sector
It is very important to make the map for selecting The President Hotel as an
individual point of view when they need to or the time specified when they need the
services the hotel is providing them to the consumer at a price lower than its other
alternative or other competitors or other variable available in the market and they can
rightly avail all the service as per their convenience and they can also decide whether the
quality of the service is good or not and if not and there is some kind of event in the hotel
which is going to take place or happening the organiser can decide how things are going
to take place. And they can also avail the services for the staying in. (Johnstone and et.
al., 2018). The President Hotel tries to analyse the situation and then work accordingly as
per the situation or circumstance says and then analyse the need of the party accordingly
and then provides services according to their requirement and tries to done it with quality
as well so the reviews the consumer provide they try to make a good impression over the
current party or consumer and if the consumer is satisfied by the services the hotel
management provided they can also get free referrals and free promotion by the
costumers if they were more then satisfied by the services the management provided to
them.

P5 Compare and contrast the key differences of the hospitality decision-making process in the
context of B2C and B2B using specific hospitality examples.
Decision making process B2B B2C
Alternative Evaluation The business will search for
other alternatives if the
suppliers are not providing the
quality the management and
the organisation need and if
the other supplier is providing
the better quality in terms of
the service the management
needs so they will replace the
supplier as per the need.
The consumer will search for
the other alternatives present in
the market and as per the
ratings and reviews provided by
the other users who were once
the final consumer and
provided the ratings based on
the previous services or the past
experience. The consumer will
then find the substitute for the
services they wanted to opt for.
Recognition of problem The business needs to make
the required interchange on
the basis of the given or
provided reviews by the final
consumers of the services.
The hotel management have
the upper hand because they
have the power to cross check
regardless the upgradations
done or not in the services.
The problem is recognised by
the consumer itself as they are
using the services and giving
their reviews based on the
services and the problems they
have faced through the
process..(Maison, D., 2018).
Researching for the
information
The business will do its side
of research and try to provide
the best service from their
side and search or either find
a supplier who provides
products according to the
Consumer are doing their part
of research which is based on
the advertisements, promotions
reviews, ratings and other
informations that they can
gather from the internet and

consumer requirement and the
management will reflect
either the services provided
based on the reviews given or
not.
there are several applications
available in the market that
provides the comparison
between several hotels and then
provide you the best economic
option available.
Decision of making the final
purchase
After making the research
over the information they
have gathered on the basis of
their reviews the drawbacks
they have in their
management system or
whether it is about the
services they are providing
after researching all the
alternatives they can probably
get now it is the time for the
management to make the
final decision whether they
are going to opt for the new
supplier or not.
After gathering the information
now they have to take a
decision regarding the research
they have done from the
internet itself and whether they
will make the final purchase
from the same place or they
have found a alternative for that
economically or not.
P6 Evaluate the different approaches to market research and methods of research used for
understanding the decision making process
In manner to conduct the survey , there are ten different ways to conduct the
survey and those are surveys, focus groups, qualitative interviews, social media listening,
observations, field trips, competitive analysis, public data, purchased data, sales data analysis.
And the further explanation of the survey research in a detailed form is given below.(Nash, J.,
2018)

 Survey – It is done to reach to the majority of the members or the participants to answer
several questions regarding to their service providing or the service quality they have
provided or regarding to their product service or product quality of a particular brand or
organisation..(Sevanandee and et. al., 2018),(
 Phone – People work under organisation reach to people they have the contact
information of and ask to them to fill the survey form on the basis of their satisfaction
level of the services they have got from the side of the management and need to rate it
and give them rating or marks on the format they have opted for. The President Hotel
have opted for the grade system so they will reach to their consumer's and ask for their
feedbacks in the form of survey and from that they can improve their services on basis of
the feedback the consumers provided.(Shukla and et. al., 2018).
 Mail – The organisation sends the feedback or survey forms on the mail ID's of the
concerned individual and the organisation sends the survey form or the feedback in the
written format they just need to select the options given below and the individual has to
give the survey the maximum time of 10 to 15 minutes. It is important for the
organisation because it is going to be uploaded on their website and it is very crucial for
them other consumers will see the survey and they opt for the services of The President
Hotel.
 Online – The organisation reaches out to its participants through mails or through online
filling forms that is most common in the survey and the second option is more preferred
by the most of the organisations available in the market or the particular market segment.
It is one of the most common formats used during the surveys done in different
organisations it doesn't matter whether the organisation is about IT , Infrastructural ,
service sector, agricultural and other's.
 In-person – The organisation talks with people they encounter in high traffic area they
take the survey in- person . It allows the survey takers to interact with several people at
ones with the available people present at one place and these places are mostly very
populated like they can be any place like mall, play grounds, exhibition grounds,
showrooms.

P7 Evaluate how marketers can influence the different stages of hospitality decision-making
process giving specific hospitality examples
 Searching for information – The customer is tend to look upon the hotel's policies and
the specific information need to be known as to avoid the mess at the end moment. They
should search for the timings of check-in and check-out, the restrictions, the procedure to
check-in and payment facilities accepted by The President Hotel and other services
provided by them. They need to make up a strong thought mindset before visiting.
(Vigors, B., 2018).
 Option Evaluation – When the visitor had done with researching then there is a need for
evaluation of the options they wanted which promotes high quality, affordability and
trustworthy. The President Hotel thinks and predicts all the issues and as per it amend
whatever changes are needed in their services. They analyse the wants of their visitors in
the same way of thought process as a person's preferences.
 Decision of purchase – The person is intended to make a choice according to their
preference in suitable things like timings, location, quality of services and the
affordability to buy. Then they just need to make reservation either according to the
payment facilities. They should be clear in their path. The hotel keeps in view of some
factors which tends in their selection.
 Post purchase recognition – This process is for checking out and getting a feedback for
reviewing the hotel's facilities and management.
 Need recognition – There is a requirement to understand the needs of the consumer.
They need to be aware for solving the issues faced by them. The President Hotel should
consider necessary in satisfying their guests. As well as they should know about their
faults and recover it efficiently by making certain changes in their responsibilities(Zalega,
T., 2018).

CONCLUSION
The above report provided include the investigation of the different factors that will
influence consumer behaviour and attitudes and after that explore consumer trends are changing
because of the growth in digital technology and then the examination of the stages of consumer
decision making journey and making a path map of that and explore the importance for
marketers to map a path to purchase and understanding consumer decision making in hospitality
sector apart from this it includes the B2B and B2C using hospitality examples and different
approaches to market research and methods of research understanding the decision making
process.

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