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