The Impact of Marketing on Consumer Behavior in Hospitality Management

This report examines consumer behavior within the hospitality industry, focusing on the Roosevelt Hotel. It explores factors influencing consumer decisions, including reviews, pricing, and location, and the impact of digital technology on changing consumer trends. The report delves into the stages of the consumer decision-making process, highlighting the importance of marketers' strategies in shaping these decisions. It also compares and contrasts the decision-making processes in B2B and B2C contexts, outlining various market research approaches and methods. Furthermore, the report analyzes how marketers influence each stage of the decision-making process, from need recognition to post-purchase evaluation, providing a comprehensive overview of consumer behavior and marketing strategies in the hospitality sector.

HOSPITALITY
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
LO1.................................................................................................................................................1
P1 Factors influence consumer behaviour in Hospitality Industry..............................................1
P2 Impacts of Digital Technology in changing consumer trends................................................1
LO2..................................................................................................................................................1
P3 Stages of the consumer decision making process and a path to select the hospitality
services.........................................................................................................................................1
P4 Importance of the path of the marketer's in consumer decision making process...................2
LO 3.................................................................................................................................................2
P5. Similarities and differences of the process of the decision making of the B2B and B2C....2
P6. Different approaches and methods of the market research....................................................4
LO4..................................................................................................................................................4
P7. Impacts of the marketers on the stages of the decision making process...............................4
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................6

INTRODUCTION
The Roosevelt Hotel is a luxury hotel located in Manhattan, New York city. The hotel
Roosevelt has named in the honour of the President Theodore Roosevelt. Hotel Roosevelt
established in the year 1924. The hotel serves total numbers of 1015 rooms. In this report all the
factors related to consumer behaviour and consumer decision making will be discussed in brief.
All the impacts of digital technology related to the changing trends of the consumers will be a
part of this report. Various researches to understand the consumer declension making process
also be discussed in this report.
MAIN BODY
LO1
P1 Factors influence consumer behaviour in Hospitality Industry
P2 Impacts of Digital Technology in changing consumer trends
Covered in PPT
LO2
P3 Stages of the consumer decision making process and a path to select the hospitality services
Following factors that impact the decision making of the traveller's in the hotel stay. Such are:
Analysing Review: Almost all the traveller's search about the hotel first and check a look at the
reviews of the hotels. There are various company's who conduct review systems based on the
customer's satisfaction during the stay of the hotel. This reviews not just include the stay but also
about the food and and entire experience during the stay (Bowie and et.al., 2016). Traveller's
brief about all the detail before taking any decision related to the hotel.
Prices: Affordability is a key to selecting the hotel (Ozturk, 2016). All the traveller's look at the
most affordable hotel to stay as per the price. Price of the accommodation plays the huge role in
the decision making process of the customer.
Location of The Hotel: Location of the stay always attract the customer. All the hotel's offer the
best location always surrounded by the traveller's because it serves the best travelling experience
to them. Location of the stay impact the value of the hotel as well. Good location of the hotel is
always a point of appreciation for the traveller's. Sometimes location of the hotel become the
ultimate reason for the traveller to stay in the hotel.
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P4 Importance of the path of the marketer's in consumer decision making process
Attractive Advertisements: Marketer's of the hotel's make attractive advertisements to attract
the traveller's to stay in the hotel (Oke and et.al, 2016). Based on the customer's decision making
process related to the stay in the hotel marketer's create the advertisements that covers all the
needs and demands of the consumers.
Quality Services: Marketer's offer all the services in the packages for the traveller's based on the
studios on customer's decision making process. Customer's select hotel as per the affordability
and the services hotel offers to its customer's so based on the above facts marketer's make all the
plans for marketing.
Low Pricing Technique: Marketer's offers all the services of the hotel in the best affordable
prices so that more customer's can stay in the hotel. Competition in New York is high between
the hotels so all the marketer's try to offer the best services in the least price possible (Gursoy,
2018). Low pricing denote to the most affordable price and that always a crucial part of the
decision making of the consumers.
Highlighting Location: Marketer's try to make an impactful advertisements on the location of
the hotels. Location always a part of attraction for the traveller's . Good location attract to most
number of traveller's towards the hotels (Szmigin and Piacentini, 2018). If the location of the
hotel is mesmerising that always a part of attraction for all the traveller's and the marketers use
the location to run all the advertisement campaign for the hotel. Advertisement becomes very
crucial because it covers all the potential customer base for the hotel.
LO 3
P5. Similarities and differences of the process of the decision making of the B2B and B2C.
There are lots of similarities of the B2B and B2C which are discussed below:
 Both of them needs the effective and efficient services and experience in the hotel. They
take the decision to visit the hotel on the bases of the services and prior experience which
is given by the Roosevelt hotel.
 Roosevelt maintain the loyalty of the B2B and B2C to increases the base of the customer
in the hotel (Litvin, Goldsmith and Pan, 2018). The Roosevelt are loyal towards their
customer
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 As compared to the customer from the prior generations the purchaser who are
contemporary are more understanding and knowledgeable. They make the decisions on
the basis of the of the market research in the decision making process.
Differences:
Basis B2B B2C
Product pricing Roosevelt hotels make the
prices of the product high for
the B2B buyers (García-Lillo,
Úbeda-García and Marco-
Lajara, 2016). They have the
more complexity in the pricing
of the services as compared to
the B2C.
There is the less complexity in
the pricing of the services in
the hotels. The customer could
make their decision on the
basis of their personal needs
and wants.
Market size In this there is the small size of
the market and they are
focused as compares to the
B2C.
The size of the market is very
large so there is the greater
chances to increases the profits
for the Roosevelt hotel.
Aim of the sales team The main aim of the marketing
team is to maintain the
effective relation so that they
will take the effective services
from the hotels to their
customer
They make the decision to
maximise the value of the
transactions of the company.
Decision makers They make the decision for the
longer period of time.
When the Roosevelt makes
their business to the customer
it will takes shorter time in
decision making.
Length of relationship In this there relation ship is for
the longer period of time.
The length of the relation in
the B2B of Roosevelt is for the
short period of time
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(Kandampully, Zhang and
Jaakkola, 2018).
P6. Different approaches and methods of the market research.
Primary method: In this method the company get the information and the data about the
customer needs and wants by the helps of the social media. This method used by the Roosevelt
hotel to get the fresh information about the customer so they make their decision as per their
requirements from the hotel (Xu and Gursoy, 2015). The marketers of the Roosevelt use the
social media such as Facebook and Instagram which gives the effective information as per the
needs and wants of the customer.
Secondary method: In this method there is the analysis and the determination of the existing
data and information which is collected in the primary method. In the business of the hotel
Roosevelt uses the secondary method of research by the online surveys. With the help of the
online surveys the secondary research saves the time and money of the business and provide the
information about the customer thinking about the hotel facility and make the improvements.
LO4
P7. Impacts of the marketers on the stages of the decision making process.
Need recognition: The marketers of the Roosevelt adversities their hotel and show their feature
and services to satisfy the needs and wants of the customer. The Roosevelt are famous for their
best services in the restaurants and room accommodations. Ion the businesses of the Roosevelt it
increases the profits of the business after identifying the needs and wants of the customer.
Information search: To provide the information to the customer about the hotel they uses the
platforms of the social media like Facebook and Instagram. They also uses the different methods
so they make the video of the hotel which gives the full information about the location and view
of the hotel to the customer when the gather the information about the hotel.
Evaluation of the alternatives: Hotel Roosevelt is famous for their suits and locations so this is
the advantages for the business of the hotel (Ryan, 2015). There are lots of hotel so the customer
have lots of alternatives to go through.
Purchase decision: In the Roosevelt hotel their booking policy is very simple and easy for the
customer. They provide the online booking of the rooms and table of the restaurant to the
customer which attract them towards the hotel.
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Post purchase evaluation: The marketers provide the offers to the customer of the hotel to give
the feedback on the basis of the services so that they could makes improvements in the services
of the hotel (Xu and Gursoy, 2015). The employees of the Roosevelt hotel makes the feels good
by saying thank you t their customer when they leaving the hotel.
CONCLUSION
From the above study it can be concluded that management of the hospitality is the
effective and efficient study of the hotel in which the manager plays an important roles to
provides the best services to the customer. There is the determination of the decision making
process of the customer as per their needs and wants. The business of the hotel focussed to
provides the best services to the customer in their hotel so that they fulfils the needs and wants
and gives the effective feedback about the company.
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REFRENCES
Books and Journals
Bowie, D. and et.al., 2016.Hospitality marketing. Routledge.
García-Lillo, F., Úbeda-García, M. and Marco-Lajara, B., 2016. The intellectual structure of
research in hospitality management: A literature review using bibliometric methods of
the journal International Journal of Hospitality Management. International Journal of
Hospitality Management, 52, pp.121-130.
Gursoy, 2018. Future of hospitality marketing and management research. Tourism management
perspectives,25. pp.185-188.
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management. 30(1). pp.21-56.
Litvin, S.W., Goldsmith, R.E. and Pan, B., 2018. A retrospective view of electronic word-of-
mouth in hospitality and tourism management. International Journal of Contemporary
Hospitality Management. 30(1). pp.313-325.
Oke, A.O. and et.al., 2016. Consumer behavior towards decision making and loyalty to
particular brands. International Review of Management and Marketing.6(4S). pp.43-52.
Ozturk, 2016. Customer acceptance of cashless payment systems in the hospitality industry.
International Journal of Contemporary Hospitality Management. 28(4). pp.801-817.
Ryan, C., 2015. Trends in hospitality management research: a personal reflection. International
Journal of Contemporary Hospitality Management. 27(3). pp.340-361.
Szmigin and Piacentini, 2018. Consumer behaviour. Oxford University Press.
Xu, X. and Gursoy, D., 2015. A conceptual framework of sustainable hospitality supply chain
management. Journal of Hospitality Marketing & Management. 24(3). pp.229-259.
Xu, X. and Gursoy, D., 2015. Influence of sustainable hospitality supply chain management on
customers’ attitudes and behaviors. International Journal of Hospitality Management,
49, pp.105-116.
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