C/M/476. Understanding Hospitality Consumers

This work looks at how hospitality consumer develops their initial trust and purchase intention. The consumer is the end buyer of a product or user of a service and therefore, not necessarily the same person as the customer Ï the person who buys the product or use the service. The importance of consumer is that the marketing concept stresses that the Hospitality Industry should create a marketing mix that satisfies customers. Therefore, companies in the sector need to analyse what, where, why and how consumers buy or use their service. Understanding consumer behaviour is important to the development of marketing strategies, especially pricing, product design, segmentation, targeting, positioning and promotion. Some of the key questions answered within this work are: What are the theories that are related to consumer behaviour in the Hospitality Industry and find out the factors that attract the customers to choose any hotel or restaurant? What are the products and services in the Hospitality Industry that lead to customer satisfaction? What are the strategies used by Hospitality Managers to influence consumer behaviour? There is also a discussion on the benefits of service innovation, point of sale, and marketing concept that are examined from hospitality consumer point of view.