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AB406H8 Hospitality Consumer Behaviour | Royal Lancaster London
Learning Outcomes
LO1 Analyse the factors that impact hospitality consumer behaviour and attitudes.
LO2 Determine the ability to show a path to purchase in a hospitality context, including the decision-making process attractions
LO3 Discuss appropriate forms of research to understand influences on the hospitality consumer decision-making process
LO4 Determine how marketers influence the different stages of the hospitality consumer decision making process.
Scenario and Activities
Activity 1- Giving a Presentation on Hospitality Consumer Behaviour and Attitude
A company that specialises in consumer behaviour insight and analytics have recently appointed as a consumer behaviour specialist at www.shiftconsultancy.co.uk.
Give your valuable advice in relation to a leading hospitality client about consumer behaviour dynamics. Your first activity for this client is to be in the form of a presentation, giving specific facts and findings, with sources in support.
Your presentation should include the following: -
- a brief overview of consumer behaviour;
- an evaluation of the factors that impact hospitality consumer behaviour and attitudes - cultural, social, personal and psychological; and
- an examination of how consumer trends are changing due to the impact of digital technology in the hospitality industry.
For an outstanding presentation you would go on to; -
- Evaluate how cultural, social, personal and psychological factors that influence consumer behaviour and attitudes are changing and driving trends in the hospitality industry; and even
- Briefly evaluate the emerging trends in consumer behaviour and attitudes using specific examples from the hospitality industry to support your arguments
Activity 2- Reporting on Consumer Decision-Making
Next you are asked to; -
- analyse the stages of the consumer decision-making journey (you might want to consider e.g. problem recognition, information search, evaluation of alternatives, product/ service choice and outcomes);
- draw a path to the purchasing for a specific hospitality service (any service of your choice – here you might want to consider e.g. the consumer decision journey through from pre-purchase, purchase, and receipt to post-purchase)
Additionally, you are required to prepare some further supporting material in which you; -
- examine why it is important for marketers to map a path to purchase and understand consumer decision-making in the hospitality sector.
(Here it is suggested that you might want to discuss matters such as the following; (a) the four views of hospitality consumer decision-making - economic, passive, emotional and cognitive; (b) factors that impact decision-making; (c) the impact of heuristics on decision making; (d) the impact of elements of the marketing mix on decision-making; and (e) the impact of new technologies.)
For a better evaluation, you should either; -
- analyse how marketers are responding to the decision-making process, applying relevant examples from the above hospitality sector business; and, if you can,
- briefly analyse the application of appropriate theories, concepts and models that influence and impact upon the hospitality decision-making process, supported by specific hospitality examples and contexts.
Activity 3 - Evaluating Forms of Research on the Decision-Making Process in Hospitality
Your manager has requested you to continue on the project and write another report to analyse some of the forms of research on how the decision-making process is impacted.
For this work to be considered at least satisfactory, it should; -
- determine the differences between the decision-making process in the hospitality industry for Business-to-Consumer (B2C) and Business-to-Business (B2B);
- evaluate the key differences in the decision-making processes between B2B and B2C, giving specific examples from the hospitality industry.
- examine some of the different approaches to market research and offer your evaluation; and
- discuss some of the different approaches to methods of research that are used to understand the customer decision-making process and offer your evaluation of them.
Once again, a better evaluation will; -
- present a coherent and justified evaluation of how different factors influence hospitality decision-making and buying behaviour, supported by specific hospitality examples; and
- briefly analyse the application of appropriate theories, concepts and models that influence and impact upon the hospitality decision-making process, supported by specific hospitality examples and contexts
Activity 4 - Analysing the Marketers’ Influence on the Consumer Decision-Making Process
You are finally asked to make an additional section to be added on to your report. You are informed that this document needs to; -
- explain and analyse how marketers can influence the different stages of the hospitality consumer decision-making process, give specific examples from the hospitality industry.
Yet again your work will receive a higher evaluation if you can;
- briefly analyse how marketers influence each stage of the decision-making process with reference to relevant methods and models applied; or
- briefly analyse the application of appropriate theories, concepts and models that influence and impact upon the hospitality decision-making process, supported by specific hospitality examples and contexts
Learning Outcomes and Assessment Criteria |
||
Pass |
Merit |
Distinction |
LO1 Determine the factors that influence hospitality consumer behaviour and attitudes |
D1 Briefly evaluate the emerging trends in consumer behaviour and attitudes, using specific examples from the hospitality industry to support your arguments |
|
P1 Evaluate the different cultural, social, personal and psychological factors that influence consumer behaviour and attitudes within a hospitality context P2 Examine how consumer trends are changing due to the impact of digital technology |
M1 Evaluate how cultural, social, personal and psychological factors that influence consumer behaviour and attitudes are changing and driving trends in hospitality |
|
LO2 Discuss the ability to map a path to purchase in a hospitality context, including the decision-making process |
LO2 LO3 LO4 D2 Briefly analyse the application of appropriate theories, concepts and models that influence and impact upon the hospitality decision-making process, supported by specific hospitality examples and contexts |
|
P3 Analyse the stages of the consumer decision-making journey and map a path to the purchasing for a given hospitality service P4 Evaluate why it is important for marketers to map a path to purchase and understand consumer decision-making in the hospitality sector |
M2 Analyse how marketers are responding to the decision-making process, applying relevant examples from the hospitality sector |
|
LO3 Analyse appropriate forms of research to understand influences on the hospitality consumer decision-making process |
||
P5 Evaluate the key differences of the hospitality decision-making process in the context of B2C and B2B, using specific hospitality examples P6 Analyse the different approaches to market research and methods of research used for understanding the decision-making process |
M3 Give a coherent and justified evaluation of how different factors influence hospitality decision-making and buying behaviour, supported by specific hospitality examples |
|
LO4 Analyse how marketers influence the different stages of the hospitality consumer decision-making process |
D2 (as above) |
|
P7 Analyse how marketers can influence the different stages of the hospitality decision-making process, giving specific hospitality examples |
M4 Briefly analyse how marketers influence each stage of the decision-making process, with reference to relevant methods and models applied |
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Global Assignment Help Australia. [Internet]. Global Assignment Help Australia.(2024), Retrieved from: https://au1.globalassignmenthelp.com.au/answers/hospitality/ab406h8-hospitality-consumer-behaviour-royal-lancaster-london
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