Consumer Behaviour Analysis: Trends, Factors and Digital Impact

This report provides an in-depth analysis of consumer behaviour within the hospitality industry. It begins by emphasizing the importance of understanding customers and their needs, values, and buying habits. The report then delves into various factors that influence consumer behaviour, including social, cultural, personal, and psychological factors, using examples like the Hilton Hotel to illustrate these concepts. The report further explores the impact of digital technology on consumer behaviour, highlighting the increasing use of social media for reviews and online bookings. The report concludes by summarizing the key findings and emphasizing the importance of understanding consumer behaviour for success in the hospitality industry. References include academic sources that support the analysis of consumer behaviour in hospitality management.

Understanding the consumer

Introduction
 Understanding customer is first and most important thing for any
business organisation based on learning about everything that is
important to know about customers for instance needs, values &
attitudes, buying habits and type of jobs they wants to do. Building
effective relationship between host and guest with aims as to assist,
entertain and protect interests of customers while travelling .

Cultural, social, personal and psychological factor
impacts on consumer behaviours
 Social factors: The first and most significant factor that affects the behaviours of consumers while
purchasing, using or disposing products and hospitality services varies as per family size, income
status, friend circle, co-workers and collogues. In terms of Hilton Hotel promotes their services in
order to meet affordability and income level of customers and offer them effective discounts and
safety & security services while travelling in order to make their experience better
 Cultural factors: This is also an important factor that affects consumer's behaviour which includes
components such as- customs, beliefs, values etc. society in which a person is born and brought up is
also affects buying behaviours of consumers that has significant impact on organisation performance.

Cont….
 Personal factors: Another factor that impacts behaviours of consumers while making
purchase decision. Personal factor includes personal characteristic of individual such
as- confidence, dominance, aggression that plays important role in selection of hotels.
 Psychological factors: It consist of elements like learning, perception, beliefs and
motivation that impacts consumer behaviour in terms of purchase selection. In context
of Hotel Hilton provides luxury comfort and experience, healthy & delicious food
offerings in order to motivate and influence consumers towards use of its services.

Changing consumers trends due to impact of digital
technology
 Increasing use of social media: Digitalisation changes entire process of searching and selecting
hotels & resorts for travel and stay varies upon demands such as- individual, family & friends
holidays, office meetings, couples, family picnic etc. customers uses information technology for
searching best hotels, their services, reviews and ratings given by different users who experienced
their services.
 Review of consumers: Digitalisation and information technology allow consumers to give review and
feedbacks for hotel that has prominent impact on successful running of respective hotel. These
reviews and feedbacks leads to influence image of respective hotel in both positive an negative ways.

Cont…
 Rising online bookings: Information technology changes ways of booking
travel hotels and resorts as compared to classical ways where tickets are
booked through offline ways by visit offices of travel agents. But digitalisation
makes it easy, convenient for customers to book hotels and resorts for
vacations, nights stays and picnic that helps in saving time and efforts of
customers indulge into visiting travel offices.

Conclusion
 As per above discussion it is observed as that understanding customers is first and
important aspect of any business organisation especially in terms of hospitality. Various
factors that influence customer behaviours are considered within report. Further methods
that are used by marketers in order to conduct market research are explained so as to know
customer decision making process is discuss with essential steps.

References
 Lugosi, P., 2019. Deviance, deviant behaviour and hospitality management: Sources, forms
and drivers. Tourism Management. 74. pp.81-98.
 Volgger, M. and Huang, S.S., 2019. Scoping irresponsible behaviour in hospitality and
tourism: Widening the perspective of CSR. International Journal of Contemporary
Hospitality Management.
 Chan, E.S. and Hsu, C.H., 2016. Environmental management research in hospitality.
International Journal of Contemporary Hospitality Management.