Hospitality Consumer Behaviour and Digital Technology Impact Report

This report delves into consumer behavior within the hospitality industry, examining the factors that influence consumer decisions and preferences. It highlights the importance of understanding consumer behavior for businesses to meet customer expectations effectively. The report discusses various factors such as social, cultural, and psychological elements that impact consumer choices. It also explores the changing consumer trends due to the influence of digital technology, including the use of social media platforms for information gathering and decision-making. The report uses the Rosewood hotel as an example to illustrate the practical application of these concepts. The conclusion emphasizes the significance of market research and understanding consumer needs to achieve customer satisfaction. References to relevant academic sources are included to support the analysis.

Hospitality Consumer
Behavior and Insight
(LO1)

Content
 Introduction
 Influence of various factors on consumer behaviour and attitude
 How consumer trends are changing due to the impact of digital
technology
 Conclusion
 References

The healthy relationship between host and guest is considered as hospitality,
where host welcoming and receiving the guest with compassion and
kindness. Its aims is to assist, entertain and protect visitors or guest while
travelling. Consumer behaviour is defined as the process of studying
behaviour and attitude of someone while selecting, buying, using and
disposing of goods, ideas, products, services and experiences to fulfil
needs and wants. Rosewood hotel is one of the grand and gracious hotel
of United Kingdom. It is a 5 star hotel of London which provides luxuries
accommodations.
Introduction

Definition of Consumer Behaviour
Consumer behaviour consist of
consumer activities related with the
buy, use and dispose of the goods
and services. It refers to the
marketing decisions based on the
knowledge and assumptions of
behaviours and attitudes of
consumers.

Various factors that influence consumer
behaviour
Social factors :- One of the major
important factor that influence
consumer behaviour is
considered the size of the family,
income level, status in society,
friends, collogues and co-
workers.

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Cultural :- Culture refers to the learned
behaviours, values, customs and
beliefs provides to control the
behaviours of individuals as a part of
society. These beliefs and values
influence consumer's behaviour.
Social class of a person also affects
in purchasing decision-making.

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Personal factors :- The unique
characteristics of someone's
personality comes under personal
factors. For instance confidence,
aggressiveness and dominance. It
also affects the behaviour of a
person while selecting or using of a
product or service.

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Psychological :- Motivation,
attitudes & beliefs, learning
and perception are considered
in psychological factors that
affects consumer behaviour
in a significant way.

How consumer trends are changing due to the
impact of digital technology
Increasing use of social media :- Information or digital technology
changes the habits of people. Today's consumer uses social media
platforms for identifying and analysing the ratings, services,
offerings and customer feedbacks of a organisation. Thus, it is very
important for hospitality organisations to market and promote its
products and services effectively. Rosewood London uses social
media for communicating and promoting of its luxury offerings and
attractive services.

Conclusion
It has been summarise from this PPT consumer's process of taking
decisions gone through different stages and it affected by different
factors like social, cultural, psychological and some more. It is
important for respective organisation to better understand these
factors for satisfying needs of consumers. Marketers of company
should use proper methods of market research to know and
understand customer's expectations and needs for satisfying them.

References
Gibson, A. and O’Rawe, M., 2018. Virtual reality as a travel promotional
tool: Insights from a consumer travel fair. In Augmented reality and
virtual reality (pp. 93-107). Springer, Cham.
Jauhari, V. ed., 2017. Hospitality Marketing and Consumer Behavior:
Creating Memorable Experiences. CRC Press.

Thank You