Consumer Behaviour and Insight in hospitality

Consumer Behaviour and Insight in hospitality

Learning Outcomes
LO1 Examine the factors that influence hospitality consumer behaviour and attitudes

ASSIGNMENT BRIEF AND GUIDANCEScenario and Activity
You are working as a marketing analyst within a hospitality organisation of your choice and as part of your training you are required to provide an essay discuss and examine key factors that influence hospitality consumer behaviour and attitudes relating to your selected hospitality organisation.
Within the essay you are required to include the following:

• Considering your selected hospitality organisation investigate and critically analyse different factors and trends that influence customer behaviour and attitude such as cultural, social, personal and psychological factors supported by in depth analysis of how they contribute to changing and driving trends within the hospitality sector, using specific examples from the hospitality industry to support your arguments.
• Provide exploration of how the impact of digital technology is changing customer trends, ensure to include examples from the hospitality industry to support your arguments.

Across the essay you are required to provide various examples to enhance the credibility, currency and depth of the answer. You are also required to support your answer by academic and professional sources as well as statistics when relevant. Harvard referencing to be followed in this task (Citations and reference list) should be provided. The recommended word limit is 1,500–2,000 words, although you will not be penalised for exceeding the total word limit

LO2 Demonstrate the ability to map a path to purchase in a hospitality context, including the decision-making process
LO3 Evaluate appropriate forms of research to understand influences on the hospitality consumer decision-making process
LO4 Evaluate how marketers influence the different stages of the hospitality decision-making process

ASSIGNMENT BRIEF AND GUIDANCEScenario and Activity
With reference to activity one, as you have been appointed as a Marketing analyst for the chosen hospitality organisation. You are responsible for delivering regular reports and custom analyses to determine the Return of Investment (ROI) of multi-channel marketing campaigns. Your line manager has asked you to research, identify and measure opportunities that enhance conversion, efficiency and profit to present at the next
leadership meeting. Your work should be written in report format.
In producing the report you will:

• You will firstly map out the path to purchase for customers of the organisation and produce a report to evaluate the different market research approaches for understanding the decision-making process. Create a map illustrating the hospitality consumer decision-making process for purchase of the organisation’s products and services
• Evaluate different approaches to market research for the organisation at each of the different customer touchpoints within the hospitality consumer decision-making process
• Explore the factors that influence the different stages of the process
• Illustrate how elements of the marketing mix influence the decision-making process, supported by examples
• Using specific hospitality examples, critically evaluate how marketers from different hospitality organisations are responding to the hospitality decision-making process and buying behaviour.
• Evaluate the similarities and differences between B2C and B2B hospitality decisionmaking processes
• Critically evaluate the different approaches to market research and how they influence the stages of the decision-making process for B2B.Ensure to see that your evaluation is backed with appropriate theories concepts and models.

Conclude your report by critically evaluating how marketers can influence the different stages of hospitality decision making process with reference to the chosen organisation. Make sure you refer your reflection with relevant methods and models