Hospitality Consumer Behaviour: Insights into Factors & Digital Trends

This report delves into the intricacies of consumer behavior within the hospitality sector, emphasizing the significant factors that shape consumer attitudes and purchasing decisions. It explores how social, personal, cultural, and psychological elements influence choices, using Premier Inn as a case study. Furthermore, the report examines the transformative impact of digital technology on consumer trends, highlighting the convenience and accessibility that digital platforms provide. The analysis underscores the importance for hospitality businesses to understand and adapt to evolving consumer demands to maximize growth and profitability. Desklib provides students access to a wide array of solved assignments and study resources.

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

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

Consumer behaviour related to hospitality sector defines as the process that
reflects activities which is used by the consumers in their buying or disposal
of goods and services. The study of the consumer behaviour highly
emphasised by the organisation at the time of launching and producing the
products and services and it reflects as a major challenging task. As the
behaviour of an individual are based on the several factors on the basis of
which hospitality services are taken place. This project is based on the study
of the consumer behaviour in which individual and group of individuals are
purchase the goods and services for satisfying their needs and wants so that
they can fulfils their desired in effective way.
Introduction

Definition of consumer behaviour
Consumer behaviour defines as an
approach which helps in identifying the
insight and features that are possessed by
the consumers in demographics,
geographical and behavioural,
psychological aspects.

Various factors that influence consumer
behaviour
Social factors:
 Reference group: It refers to that group of people which having a
quality of taking decision in the consent of consumer in this opinion
leader place an major impact on decision making. This type of group
having more power to manipulate the individual person mind towards
the buying decision in positive way that helps the Premier Inn to get the
large base of customers.

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Personal factors:
 Age and life cycle stage: This aspects is
more effective in influencing the consumer
buying decision because decision can be
taken as per the age of the people. In this
behaviour of a person is matched with the
same or a particular age group. So in
Premier Inn this factor is important and
impact on the consumers behaviours
appropriately.

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Cultural factors:
 Social class- This class refers to the existence within society that impact
highly on the consumer behaviour because in a society their group of
individuals are of same class and traits. In this Premier Inn, marketer can
focus on influencing this social class group who have high elite class and
also having same traits this helps in effectively influencing consumers
towards the buying behaviour.

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Psychological factors:
 Motivation: This constraint is more effective to stay a person active at
the time of taking decision. IN terms of Premier Inn, marketers can
attracts their customers and influencing their buying behaviour
positively by showing love and positivity in their offering services.

How consumer trends are changing due
to the impact of digital technology
 Comfort and ease in assessing data- Adopting digital technology
helps the consumers related to hospitality sector to get easiness and
comfort in making booking and getting services. In case of Premier Inn,
marketers can use effective smart devices for their customers so that
they get the services in just one click. This helps in enhancing the
visibility of the company in the global level.

Conclusion
To the above discussion on the consumer behaviour related to
hospitality sector it is very significant for the hospitality industry to
analyse the demands and needs of the consumers so that their desires
are to be fulfilled effectively. This project inculcates the several
concepts of consumer insights and behaviour that are effective for the
organisation in attaining the targets and maximising the profits and
growth.

References
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in
hospitality and tourism: the role of anthropomorphism. Journal of Travel &
Tourism Marketing. 36(7). pp.784-795.
Chathoth, P.K. and et. al., 2016. Co-creation and higher order customer
engagement in hospitality and tourism services. International Journal of
Contemporary Hospitality Management.
Björk, P. and Kauppinen-Räisänen, H., 2015. Contemporary insights to the
dynamic pre-trip information sourcing behaviour. Tourism and
Hospitality Research. 15(1). pp.39-53.