Journal of Tourism & Hospitality
Open Access

Abstract

An Analysis of Business and Environmental Factors on Consumer Behavior in Hospitality Industry

Anil Kalotra*

The consumer’s decision making process is influenced by the business and market environment. These factors play a significant role in strategic and business decision of organizations. The business and market environment factors are crucial for consumer’s satisfaction and increasing the profitability of organizations. The paper analyzed the consumers of hospitality services on the basis of the influence of business and market environment factors on their decision making while they availed the hospitality services. Business and market environment factors were categorized as qualitative and quantitative factors and then analyzed. Qualitative factors taken for study represents the qualitative variables of hospitality industry like quality of services, process handling, brand awareness, positioning, legal, social and political environment etc. on the other hand quantitative factors included the variables like price, distribution, packaging, people, infrastructure etc. The research paper contains a thorough review of studies related to hospitality sector, for which various books, websites and research papers were reviewed and consulted. The literature review led to the findings of significant gaps, on the basis of which researcher has formulated research problem and hypothesis. Researcher chalked out a suitable research and sampling design to carry the research. Research was carried out in Delhi and all the individuals above fifteen year of age were taken as the population. Sample size was calculated statistically and the study was carried out on the basis of gender. Researcher has used both primary and secondary data in this research. Questionnaires were used as sampling tools which were designed with the help of experts and were pretested. Data analysis was done with SPSS and appropriate statistical tool like measurement of internal consistence, skewness, kurtosis, mean, and chi-square statistics were used. The findings revealed that 95% of respondents are being influenced by these factors, but female respondents were found to be more influenced. Analysis of central tendency of both quantitative and qualitative factors revealed that both of them significantly influenced the consumer behavior of respondents, but a higher significant average mean value in case of qualitative factors revealed that they influenced the consumer behavior of respondents with a higher degree than quantitative factors. The study was further done on the basis of gender and analysis revealed that in both the categories i.e. qualitative as well as quantitative, female respondents (with a higher average mean) were more influenced than male respondents. The findings of study will help hospitality industry in formulating their strategies more efficiently and effectively, to satisfy consumers and increasing their revenues.

Published Date: 2023-12-08; Received Date: 2019-08-26