- LO1: Examine the factors that influence hospitality consumer behaviour and attitudes
- 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 consumer decision-making process
Submission Format and Guidance for the Report
Scenario and Activity
As an Assistant Consumer Services Manager for a hospitality organisation in the UK, you are responsible for monitoring the purchasing decisions of your organisation’s customers. Your main role is to develop a good understanding of the way your organisation’s customers think and feel about different products and services on offer, and how your organisation’s marketing campaigns can be adapted and improved to effectively attract and influence consumers.
Your line manager has asked you to write a report that would demonstrate your comprehensive understanding of consumer behaviour.
Your report MUST be based on the following learning outcomes and assessment criteria:
LO1: Examine the factors that influence hospitality consumer behaviour and attitudes
- Investigate the different cultural, social, personal and psychological factors that influence consumer behaviour and attitudes within a hospitality context.
- Explore how consumer trends are changing due to the impact of digital technology.
- Analyse how cultural, social, personal and psychological factors that influence consumer behaviour and attitudes are changing and driving trends in hospitality.
- Critically analyse the emerging trends in consumer behaviour and attitudes using specific examples from the hospitality industry to support your arguments.
LO2: Demonstrate the ability to map a path to purchase in a hospitality context, including the decision-making process
- Examine the stages of the consumer decision- making journey and map a path to the purchasing for a given hospitality service.
- Explore why it is important for marketers to map a path to purchase and understand consumer decision- making in the hospitality sector.
- Evaluate how marketers are responding to the decision-making process, applying relevant examples from the hospitality sector.
LO3: Evaluate appropriate forms of research to understand influences on the hospitality consumer decision-making process
- Compare and contrast the key differences of the hospitality decision- making process in the context of B2C and B2B, using specific hospitality examples.
- Evaluate the different approaches to market research and methods of research used for understanding the decision-making process.
- Provide a coherent and justified evaluation of how different factors influence hospitality decision-making and buying behaviour, supported by specific hospitality examples.
LO4: Evaluate how marketers influence the different stages of the hospitality consumer decision-making process
- Evaluate how marketers can influence the different stages of the hospitality decision- making process giving specific hospitality examples
- Critically evaluate how marketers can influence each stage of the decision-making process with reference to relevant methods and models applied.
- Critically evaluate 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.
Your report MUST be written in the context of an organisation of your choice or one where you are currently employed, if appropriate.
