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Lecture Hotel management and operations (5th Edition): Chapter 7.3 - Michael J. O'Fallon, Denney G. Rutherford

The exciting atmosphere of a hotel lobby often intrigues students of hotel management. People from all walks of life and corners of the world cross paths to discuss and share ideas, greet family and friends on special occasions, attend conferences to debate issues, or discuss business deals. | Consumer Decision Rules and Implications for Hotel Choice Grohmann and Spangenberg Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved Consumer Choice and Attitude Consumers’ choices are influenced by the goals they attempt to achieve. Understanding how consumers evaluate competing alternatives in their purchase decision processes is important for marketers in the hospitality industry. Consumers choose among alternative hotels based on their attitudes towards the hotel. Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved Consumer Choice and Attitude Cont. Attitude is the tendency to respond in a consistently favorable or unfavorable manner toward a target (e.g., brand or product). If measured accurately, attitudes are predictive of behavioral intentions and relatively stable over time. However, behavioral intentions do not always translate into corresponding behavior. Why would consumers act inconsistently with their intentions? Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved Decision Rules Decision rules are strategies consumers use to choose between various alternatives. Typically, the more important and less frequent a purchase decision is, the more time and effort consumers are willing to expend making that decision. Consumers often do not attempt to optimize their choice among alternatives. As a result, consumers choose a satisfactory alternative in order to save time and effort. Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved Decision Rules Cont. Although the number of consumer decision rules is almost infinite and likely varies by consumer, basic categories and a few specific examples serve as useful tools in modeling and predicting traveler decisions. Compensatory decision rules Non-compensatory decision rules Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved Compensatory Decision Rules Compensatory decision rules model consumers as deriving an overall brand evaluation such that . | Consumer Decision Rules and Implications for Hotel Choice Grohmann and Spangenberg Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved Consumer Choice and Attitude Consumers’ choices are influenced by the goals they attempt to achieve. Understanding how consumers evaluate competing alternatives in their purchase decision processes is important for marketers in the hospitality industry. Consumers choose among alternative hotels based on their attitudes towards the hotel. Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved Consumer Choice and Attitude Cont. Attitude is the tendency to respond in a consistently favorable or unfavorable manner toward a target (e.g., brand or product). If measured accurately, attitudes are predictive of behavioral intentions and relatively stable over time. However, behavioral intentions do not always translate into corresponding behavior. Why would consumers act inconsistently with their intentions? Copyright © 2011 by John Wiley &