Hospitality Consumer Behaviour and Insight

Investigation of different Cultural, social, personal and psychological factors

Cultural factors

Factors of culture would be considered from Generation Y, which is recognized, as the "millennium," was born in a data communication technology age span that enables people to be linked forever to their peers and social networking media daily through the use of the screen, random programming accessibility. For tourism, it indicates that these customers must have conations with popular tourism goods and destinations (Bughin et al. 2018). With reference to the case study, owing to their consumption in social networking sites and other press, this generation is very conscious and educated.

Social Factors

In comparison, the concept of creating goods for them is less important to Generation X and more interested in new memorable experiences (Li et al. 2016). Based on the case study above, they are well suited in foreign destinations and their passion for other countries and cultures in an unforgettable fashion. They are good at interpreting and recognizing information, and when they use the Internet for searching and booking travel, they meet their consumer counterparties (Peralta-Alva and Roitman, 2018). The innovations that make it easier and more convenient to access knowledge reflecting future market trends and customers and their behaving will be identifying, technologically guided, and enabled by the substantial formal education that enables them to understand the possibilities of world geography and hospitality.

Personal and psychological Factors

Apart from all, all will be mature, curious, and active travelers for centuries. Personal and psychological factors influences on consumer behavior in many aspects. Taking example of travel more frequently, have more demand to discover new areas and modes of travel, and look for more specifics before the trip, particularly to use the Internet to meet their traveling needs. Generation Z or centenarians become major drivers of patterns (Walton, 2017). Some users were born between 1996 and now. They enjoy strongly interacting with new technology, including machine learning, and they favor intelligent technologies.

B. Exploration of changing Consumer trends with the impact of digital technology

Trends in consumers have been changing with time and evolution of digital emergence. It is where people are engaged with social media platforms as well as other website platforms for the purpose of getting dynamic consumption of fashion and life styles. In other words, it could be recognized that consumers’ trends are being mostly influenced by digital fashion and its effective innovation (Bass, 2018). For example, the use of digital technology like Chat Box has been effective in terms of customer communication as well as easy access to decision-making process as well as customer information systems. On the other hand, use of digital technology in the form of AI has also been further applicable for consumers’ better experience, as it might be influencing on changing their minds from traditional to valuable experience and being smarter (Greve, 2017). It determines that fact that the uses of computerized stages as well as operation tools like CRM devices have made fastest services for consumers. In this regard, using IoT and mobile applications are maximized by its intensified usage and enhancing more focus on digital promotions. As influenced by Darwish et al (2019), it was effective in terms of managing suitable business with virtual innovation that are mainly fueled by some empowering applications like block chain for data transactions for data protection and security. In addition, SAP in Cloud program for managing consumer handling and managing twenty hours services as well.

C. Critical analysis of the emerging trends in consumer behavior and attitudes in relation to hospitality industry

According to Linton (2016), emerging trends like IoT or AI has been facilitated by the hospitality industry. It determines that the use of this technology has created a dexterous scale of performance and its influence mostly on synthesizing upon use of machines and its advantage gaining. For example, travel experience during the time of booking and registration has changed the scenario of the sector. However, as per Brussevich et al (2020), Ubitech technology has been universal for managing machine learning tools and techniques as well as constructing global megatrends in producing organic food menus. In association with the customer-attitude is concern, it is revealed that consumers’ only level of trust grows in food safety culture from being influenced by stakeholder engagement. Besides, it has also be found evident that most of the hotel sectors failed to include and utilize effective trends in a way that are expected by the consumers. For example, there has been poor consumer experience due to waiting long line, low grade service qualities due to insufficient and effective employees as well (Salonen and Haavisto, 2019). Similar kinds of experiences have also affected many consumers which have equally emerged and go parallel in the industry changing their attitudes.

D. How cultural, social, personal and psychological factors that influence consumer behavior are changing and driving trends in hospitality

Consumer behavior questions in the change of driving trends in hospitality sector. This involves how much they are prepared to spend, how they choose to buy, and how the procurement protocol is concluded. In the hospitality industry, the way visitors select hotels, restaurants, and entertainment impacts customer behavior (Scaringella et al. 2017). For example, knowledge agents are the key drivers of sustainability of environment in the business (Martinez- Martinez et al. 2019). It mainly engages staff and consumer together for better communication and performance enhancement. Besides, factors of culture and social can draw similar customers with this knowledge of digital technology for imagining working at a hotel and deciding to maximize the number of people occupied (Jindal et al. 2020). The consumers are mostly dependent on their knowledge, life style, occupation and change of climate and habits that are making their state of mind believe in things that not possible or available at higher cost. For example, exchange of views with present and former clients, the consumers have the right to ask questions about how One's hotel impresses a visitor and ask about experience as well. The Reasons of Psychological factors working within Consumers depend on various fundamental influences, many of which are subconscious when making buying decisions (Bass, 2018). Example of some of the main psychological factors that influence visitors' conducts are: Cultural aspects are based on acquired behaviors, usually connected to close links such as relatives, peers, or teachers.

E. Stages of the consumer decision-making journey and map

Being a Graduate Trainee, it has been encountered that the hospitality industry is common in need of staffs in all seasons for its effective managing resources. In this respect, a needless endeavor to run a company without clients or visitors (whatever the consumer calls them). This is a double path – a company is a futile endeavor without workers (Scaringella et al. 2017). Without personnel, management might not be able to pursue further with much of success of a venue is attributed to its personnel's quality – irrespective of the other attributes demonstrated by the venue. The diversification of the countryside and customers' curiosity at the highest point contribute to a question of choice when looking for the most favorable alternative out of today's many alternatives (Novixoxo et al. 2018). Hence, the above stages of customer journey can be traced effectively here in terms of finding efficient staff in hand for a hospitality service as in case of Travel Hotel based in UK.

Mapping of consumer decision making journey in the hospitality sector

For instance, the above image highlights how consumers takes journey from the start point of the Travel inspiration in the industry. On the one side, Online Travelling Agencies, which have been developed to have a catalog of hotels for the clients to check and determine well (Benoit et al. 2017). In addition, side, hotels that pulls people away from the occasional walks-ins from outlets such as company bookings and travel companies. The research specifically points out a shift in the consumer journey by typing scales in favor of Online Travelling Agencies rather than direct bookings from hotels (Jindal et al. 2020).

The stage of consciousness – need of vacation:

This stage is mainly linked with consumer consciousness where they find it primary to get into touch with the employers in terms of initial engagement. It can even be a getaway for a weekend. The first thing a consumer thinks about is about browsing internet (Islaini and Nayan, 2020). One social media channel becomes effective while the consumer envisions a weekend breaking free from the norm. This is also the stage in which a customer chooses to fly.

Research Stage – surely go on vacation:

In this stage, the consumer has already bitten and a holiday is on the calendar, the study process starts. Peer reviews are most frequently an important factor in the decision-making process. Posts, photos on social media, and rates are all included in this detailed checklist (Lamberton, and Stephen, 2016). An analysis shows that consumer attention to advertising has improved hotel conversion rates. At this point, OTA tends to offer travelers and hotels an increase in direct booking opportunities. A list of hotels with other travelers' feedback and a booking function during One's searching is certainly a win-win for a tourist.

Book and stay stage – on holiday:

This is both the traveler and the hotel's most awaited level. One guest is actually at the hotel after going through the whole screening process, and there's a very long lasting impact (Lamberton, and Stephen, 2016). This stage is important because it will decide how involved One's visitor is to post images and boast regarding their holidays. It will even decide how loudly the visitor can be on his holidays, whether it is a compliment or a trick (Linton, 2016). As a hotel owner, this is a stage where The consumer likes to participate or turn them on a reward scheme that functions as a marketing director so much as the experience is fresh in the brain.

4. After-stay – probably should say to people:

The fourth stage is the one related to post purchase behavior change that needs to be enhanced by giving them after sale service. For example, if a visitor is backing home and the vacation is over. The holiday is fresh in One's head, and the consumer must sneak in this sort of revision. This is also considered a significant follow-up step of where people take pleasure of having a good journey (slaini and Nayan, 2020). Hence, These are the four phases that are the most critical moves on the road to a hotel. Throw via the OTAs and hotels in competition for the rights to receiving tourists.

Responding process of the company’s marketing Department based on consumer’s decision-making process

According to Steinmetz et al (2016), consumers’ feelings and beliefs on a product or service is dependent on numerous attributes of that facilitates performance of a behavior. On the other hand, its personality tells that it contains certain elements that can attract customer retention (Hood et al. 2020). In compliance with the marketing regulations, consumers’ decision-making processes need to be thoroughly followed and noticed in terms of responding them. In case of Travelodge Hotel, the marketing department of this hotel needs to consider certain aspects of consumers’ nature of attitudes and behavioral changes that should be taken care while responding.

Evaluation of Market Department’s influence on different stages of the hospitality decision making process

This will be appropriate for hotel Travelodge to find the above model of planned behavior in understanding choice and preference first. Eriksson and Svensson (2016), opined that the department of marketing could be able to influence on stages of hospitality decision-making process with the help of planned behavior approaches as well. It would be better for both marketing unit of Travelodge to focus on assets and follow the requirements of a narrowly defined business sector rather than allocate wealth through various markets. In response to AIDA, the marketers in Travelodge need to be well aware about creating affiliation as well create interests and desire in heart to attract and retain customers intact. , the marketers in Travelodge need to work on web promotions using email and landing page integration.

H. Critical evaluation of company’s marketing department influence on different stages of the hospitality decision making process

As per Benoit et al (2017), strategic model of customer satisfaction level has affected on major area of decision-making process in the stated sector. Considering this model can be one option whereas; as it has been already stated about planned behavior theory that connects systematically to understand consumers and take decision. It determines the fact that consumer satisfaction ratio gets examined and measured under the controlling processes and policies of provided by an organization and its higher authority. On the contrary, Steinmetz et al (2016) has commented that problem recognition has been another area of concern that makes consumer needs to be determined by the use of products intact. In this context, Travelodge hotel, it has changed several areas of concerns and decisions depending on customers’ reviews online. For example, it offers flexible range of booking options and low cost trips and stay in the hotel having its star points through Trip Advisor (Travelodge.co.uk. 2020).

I.Critical evaluation on the application of theories and the drawbacks and challenges

According to the above used theories, it seems that there have been numerous challenges and drawbacks being faced by the organization. As per Islaini and Nayan (2020), psychodynamic approach is mainly associated with the instinctive forces of nature on conscious act of consumers. However, as per Salonen, and Haavisto (2019), autonomous feelings gets generated naturally from influenced driving forces. Based on these differences, it seemed that consumers faced many challenges, as the organization faced some drawbacks in their services due to lack of effectiveness. For example, lack of staff coordination as well as mismanagement (Travelodge.co.uk. 2020).

Key differences comparison and contrasting of the hospitality decision making process in the context of B2B and B2C:

According to Iankova et al.(2019), the marketing strategies of the B2B commonly known as the business to business and the B2C commonly known as the business to customers focuses on different aspects. The B2B puts stress on the rational operations driven procuring resolution whereas; the B2C pivots on passion driven procuring resolution. A detailed study to show the differences between the decision making process is as follows:

Customer relationship: The B2B puts stress on building empirical relationships that can be carried for a lifetime and good flow of business occurs; this is a vital stage during the buying process (Eriksson and Svensson, 2016). This is crucial as customers rely on the reviews given in the present days whereas; Scaringella et al.(2016), opined the B2C focuses on the utility regulation and thereafter reducing the time spent to become acquainted with the customer, which resulted in the association to become extremely negotiable.

Branding While branding the B2B puts stress on the association but for the B2C the matter of prime concern is to deliver the message about the product or the service which would reveal everything at the same time (Roy et al. 2018). As for instance for the British Airways the B2B tries to maintain a healthy relationship with the customer by providing magnificent services but B2C focuses on the advertising tagline that attracts their customer which tells, ‘to fly, to serve’.

Decision making process: in case of decision making the B2B believes to make and nurture open conveyance of messages and decisions whereas the B2C relies on making the whole process simple so that the decision making becomes simple in all aspects.

Audience targeting: the B2B usually works in a small scale market as it essential to understand the customer's demands. This process actively gets the accurate data after the survey. On the other hand B2C targets on the larger markets to grab more customers at one go.

Advertising: B2B depends on the famous personalities to advertise their products to gain the confidence of the customers whereas B2B depends on emotional targeting of the customers by using emotional advertising.

Different approaches to market research and method of research used for understanding the decision making process:

Organizations rely on different approaches to market research and methods of research used for understanding the decision making process. According to Lamberton and Stephen.(2016),the market research is a necessary technique to survey the market before plunging into a business deal. The organization has to put in a lot of effort to win the trust of the customers. Walton.(2017), opined that lean market research helps the organization to be more methodical, lucrative and stand strong in the cut throat market. Four common market survey techniques used are review, meeting, focus groups and scrutiny. Review: The most crucial phase where the company before offering their hospitality services have to perform. The survey brings in a lot of information and data that helps in the proceedings of a business. As in the case of the British airline, the survey on the nature of the demands of the consumers helps it to provide magnificent services. Meeting: meeting with the target customers is a necessary process to meet the demands and the requirements of the customers. The interview with the customers can make it easy for the organization to focus on the market demands.

This is the most crucial process where the company after getting all the necessary data and market details sorts out the best people to execute the process to achieve the target accordingly. This survey brings an approximate budget that could come in the business process, focus grouping can be done by two procedures likewise by dominating that are forcing the group to do things or by moderating that is by difference in the opinion result of the same instance.

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Scrutiny:

The most strapping process is scrutiny and observation. This process helps to observe the focus groups very closely (Jindal et al. 2020). The way customers get to receive the product and give the feedback. It is a less expensive process nevertheless it is not very effective as the inner expression of the customer cannot be viewed.

Evaluation of the different factors influencing hospitality decision making and buying behavior

The competition in the market has brought forward a lot of challenges for the business firms in all respect. The hospitality sector with the new challenges coming on their way is competition with the other sectors to provide the best service to their customers (Airways, 2020). Likewise the British Airways provide with the best services to their customers to earn their trust.

Customer behavior towards the services provided:

It is a crucial factor that revolves around the customers’ demands. The hospitality sector like the British airways focuses on to provide with the comfort that that the customers seek. Various influences have been made by this sector to keep their customers happy. Many researches and surveys have been conducted to seek the wants and to provide an even better to the service receivers. According to Novixoxo et al.(2018), customers have an expectation of receiving quality services from the sectors and when it gets fulfilled the expectations increases which in turn puts pressure on the organization to uplift the services.

Environmental factor:

Environment too plays an important role in the decision making of the hospitality sectors. The travels and the tourism sectors put forth services to the customers based on the environment (Lamberton and Stephen, 2016). Customers also expect the same from their service providers with respect to the environment.

Personal factors:

This depends on the personal choice and requirements that consumers focus on. The hospitality sectors have to provide the services to the customers keeping in mind the requirements they want.

Economic factor:

According to Benoit et al. (2017), this is also a crucial factor which deals with the capability of the consumer that they would be able to avail the services or not. So the organization has to focus on the abilities of their customers.

Psychological factor:

This is the mental state of the customers that the organizations have to keep an eye on before giving out the services. The factors related to the acceptance of the service and the products by the consumers are to be taken care of (Roy et al. 2018).The following factors play an important role in decision making by the hospitality sector.

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