Hospitality Consumer Behavior and the Impact of Digital Technology

This report provides an in-depth analysis of consumer behavior within the hospitality industry, focusing on the influence of various factors and the impact of digital technology. It begins with an introduction to the hospitality sector, highlighting the importance of consumer focus for success, and introduces the case study of Four Seasons Hotels and Resorts. The report then explores factors influencing consumer behavior, including cultural, social, and personal elements. It further examines how digital technology, such as virtual reality, augmented reality, and social media, is changing consumer trends and decision-making processes. The report concludes by summarizing the key findings and emphasizing the need for hospitality businesses to understand and adapt to these evolving trends to remain competitive and profitable. References from academic journals are also provided.

Hospitality Consumer Behavior
and Insight

• Introduction
• Factors that influence consumer behavior and attitudes within a
hospitality context
• How consumer trends are changing due to the impact of digital
technology
• Conclusion
• References
Table of contents

Hospitality sector is a leading service industry that offers wide range facilities
such food and drink service, lodging, theme parks, event planning,
transportation and more. This sector includes restaurants, hotels and bars
through which different types of services is being provided to customers.
Consumer focus is an essential element of the success of hospitality industry.
This sector major contributes in job opportunities to individual on direct and
indirect basis. Present report has been conducted on, Four Seasons Hotels and
Resorts which is operating its business functioning in hospitality sector and
was founded in the year 1961.
INTRODUCTION

Consumer behavior is defined as a procedure that facilitate consumers to buy services or products in a
systematic manner. It has been evaluated that customer decision-making process is significantly
affected by various forms of factors such as psychological, cultural, personal and social. Marketers of
Four Season London is required to have proper and effective understanding of all the elements that are
affecting consumer decision-making. It will allow them to assure more competitiveness and
profitability.
• Cultural Factors
• Social Factors
• Personal Factors
Factors that influence consumer behavior and attitudes within a
hospitality context

Cont…
Cultural Factors: It is most important factor that include different elements like social class, subculture
and culture. These factors are having huge impact on consumer decision-making. It is essential for an
organization to evaluate different elements within culture in order to influence customers effectively:
Culture:
Different individuals perform different practices, rituals, beliefs which influence them while they
make a purchase. Culture factors are distinct from other geographical region to other. It is important for
Four Seasons London to conduct extensive research to evaluate culture beliefs being followed by
individual in particular region in order to serve them accordingly.

It has been evaluated that internet is taking important and
significant place in each and every sector. Consumers are
also affected with the impact of digital technology is
number of ways. It has been evaluated that consumer
trends are significantly changing because of digital
technology. Along with this, it is also changing behavior
and purchasing decisions of customers:
How consumer trends are changing due to the impact of digital
technology

Virtual reality ( VR) and Augmented Reality ( AR) technology: It has been evaluated that large
number of organizations are making heavy investments in increasing quality and number of available
product image in order to provide facility to customers with the product image from various angles. It
has been evaluated that virtual reality ( VR) and Augmented Reality ( AR) technology is having
significant impact upon decision-making of customers. It is an essential aspect of digital technology
which is changing consumer trends. Thus, it is essential for Four Seasons London management to
undertake advantage of this factor in order to effectively influence decision-making of customers.
Cont.….

Cont.….
Social Media Content: It is one of the most important aspect of digital technology which is making
significant changes in consumer trends. It has been evaluated that with the growth of social media
consumers are having many options. Thus it is essential for Four Seasons London to have proper
understanding to fit effectively in this new social world. For this they are required to attract consumers
attention with different social media posts. They can also undertake use of social influencers in order to
gain huge benefits.

CONCLUSION
According to the above mentioned report it has been concluded that, a consumer goes through
various stages that are mentioned in consumer decision-making process to finalise services or
product to buy. These stages are being required to be effectively evaluated by entity in order to
identify their purchasing decision.

REFERENCES
 Mohammed, A. and Al-Swidi, A., 2020. The mediating role of affective commitment between
corporate social responsibility and eWOM in the hospitality industry. Journal of Sustainable Tourism,
pp.1-25.
 Shah, C. and Trupp, A., 2020. Trends in consumer behaviour and accommodation choice: perspectives
from India. Anatolia, 31(2), pp.244-259.
 Mogaji, E., Balakrishnan, J. and Kieu, T.A., 2020. Examining consumer behaviour in the UK Energy
sector through the sentimental and thematic analysis of tweets. Journal of Consumer Behaviour.

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