Factors Influencing Consumer Behavior in Hospitality Sector

This report delves into hospitality consumer behavior, examining the various factors that influence customer decisions, including social, personal, psychological, and cultural elements. It highlights the significant impact of digital technology on consumer trends, such as the increased use of social media, online bookings, and customer reviews. The analysis emphasizes how these digital changes affect customer expectations and preferences, with a specific focus on the Waldorf Hilton as a case study. The report underscores the importance of understanding and adapting to these changes to enhance customer satisfaction and improve a company's reputation. By considering customer needs and preferences, the hospitality sector can achieve maximum profitability and overcome challenges. The report concludes by emphasizing the use of research methods like questionnaires, feedback, and surveys to understand customer perspectives and map effective strategies for success.

Hospitality consumer
behaviour & insight

Table of Content
 Introduction
 Different factors that impact behaviour and culture
 Impact of digital technology
 Conclusion
 References

Introduction
Consumer behaviour tends to undertake the effective decision making of customers by considering the
needs, taste, requirements, preferences and knowledge. It is essential for each and every organisation to
consider the effective behaviour of customers as it is quite complex and every individual has their own
perspective considering the effective consumption of commodities. Hence, effective consumer behaviour
analysis is the prominent technique which is helpful in effective marketing of products in terms of meeting
the targets and sales.

Different factors that impact behaviour and
culture
Consumer behaviour tends to undertake prominent activities that are related with effective buying,
purchasing, using and disposing of commodities. It tends to consider the effective marketing
decisions which is based on the knowledge and experience of customers. Few factors that has major
impact on consumer behaviour are mentioned as:
Social: Humans are considered as the social beings and they live around various individuals who
tends to impact the buying behaviour.
Personal: These factors impact the buying behaviour and also differ from individual to individual in
terms of having their own perspective towards the behaviour of customers.

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Psychological: These factors are quite difficult to measure but powerful in terms of influencing the
purchasing decision as it undertake various factors like learning, motivation, perception and
attitude.
Cultural: These factors are linked with the set of technologies, values and ideologies and also
belongs from the specific community.
Hence, it is important for the hotel to consider all these factors because these has major impact on the
running and functioning of company. For this, the marketers of Waldorf Hilton undertake these
factors before offering and launching services in market.

Impact of digital technology
Consumer trends undertake the modifications in the behaviour, opinion, beliefs and so on considering the expectations
of clients. For this, information technology plays an important role and prominently impact the changing trends of
customers. Digitalisation tends to force prominent trends that are mentioned as under:
Increased usage of social media: Digital technology and effective information tends to undertake prominent
changes within the habits and buying behaviour of individuals.
Wide use of online bookings: Use of digital technology tends to change the way of bookings in hotels and
transportation.

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Reviews of customers: With the help of internet, customers can effectively write their feedback and give some sort
of suggestions that can create both positive and negative image of hotel. For this, customers are free to write
anything regarding the hotel like ratings, reviews and their experience. Hence, failing meet the requirements of
customers tends to put negative impact on the image and reputation of company. Therefore, the marketers of
Waldorf Hilton tends to put emphasis on meeting the preferences and expectations of customers to improve their
goodwill.
Therefore, digitalisation tends to change the buying behaviour and trends that prominently impact the respective
industry in wide manner. To meet the changing requirements of customers, marketers of Waldorf Hilton take
effective initiatives towards the operations of hotel.

Conclusion
By undertaking the above discussion, it is identified that the prominent objective of company is to
earn maximum profitability by considering the needs and preferences of customers that tends to
impact the overall working structure. For this, effective approaches are used to conduct research
regarding the perspective of customers like questionnaire, feedbacks, survey and so on. Along
with this, mapping an effective path is important for customers as it is helpful for hotel to face
and overcome the prominent challenges.

References
Rather, R.A. and Sharma, J., 2019. Dimensionality and consequences of customer
engagement: a social exchange perspective. Vision. 23(3). pp.255-266.
Rather, R.A., Najar, A.H. and Jaziri, D., 2020. Destination branding in tourism: insights from
social identification, attachment and experience theories. Anatolia. 31(2). pp.229-243.
Simillidou, A. and et. al., 2020. Engaging in emotional labour when facing customer
mistreatment in hospitality. Journal of Hospitality and Tourism Management. 45.
pp.429-443.
Volgger, M. and Pfister, D. eds., 2019. Atmospheric turn in culture and tourism: place, design
and process impacts on customer behaviour, marketing and branding. Emerald
Publishing Limited.

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