'Understanding the Hospitality Consumer' presents a unique perspective on consumer behaviour in the hospitality sector. It seeks to focus on the role of consumption in hospitality and to investigate our understanding of its place in the contemporary industry.

Taking the view that successful marketing demands focusing on the customer, this text concentrates on understanding and determining customer needs, relevant factors in consumer buying behaviour and the effectiveness of today's marketing techniques.

Using industry based case studies and examples 'Understanding the Hospitality Consumer' :

Introduces and explores the role of consumer behaviour theory in the context of hospitality management
Discusses the principles and research of consumer behaviour and illustrates how they are used in the hospitality industry today
Examines the value of consumer behaviour research as applied to the contemporary hospitality industry
Explores the challenges to traditional approaches to consumption posed by the postmodern hospitality consumer

The book's targeted focus and practical application ensures that it is well suited for both students and practising managers in the hospitality field.

Auteur

Alistair Williams

Contenu

Part 1 Setting the Context for the Study of Hospitality Consumption; Chapter 1 An introduction to the consumption of hospitality services; Chapter 2 Consuming hospitality services; Part 2 The Key Perspectives Seen as Complementary to an Understanding of Hospitality Consumer Behaviour; Chapter 3 Frameworks for considering hospitality consumer decision-making; Chapter 4 Individual processes in consuming hospitality; Chapter 5 Social and cultural influences on hospitality consumer behaviour; Chapter 6 The influence of reference groups on hospitality consumers; Part 3 Understanding the Hospitality Consumer in Contemporary Society and Beyond; Chapter 7 The End of the Marketing Concept; Chapter 8 Postmodern Consumers of Hospitality Services; Chapter 9 Hospitality Implications of the Revolution in Consumption: Marketing Simulacrity and Hyperreality; Chapter 10 Researching contemporary hospitality consumer behaviour;