Understanding the Buyer Decision Process in Selecting a Hotel

Objective: The primary objective of this assignment is to apply the buyer decision process framework to analyze and understand the factors influencing individuals' choices when selecting a hotel for their spring break. By examining the entire buyer decision process, from problem recognition to post$-$purchase evaluation, students will gain insights into consumer behavior in the context of vacation accommodation choices.

Required reading: Chapter $6$

Assignment Structure:

Scenario: Imagine you are going on a three$-$day leisure trip with your friends to Daytona Beach, Florida during Spring break. You are looking for one standard hotel room and plan sharing the room with one of your friends.

I. The Buyer Decision Process Framework

A$.$ Problem Recognition

$1.$ Identification of triggers that prompt you to consider a spring break vacation

$2.$ Analysis of external and internal stimuli influencing the decision

B$.$ Information Search

$1.$ Sources of information utilized by you $($e$.$g$.,$ online reviews, recommendations, social media$)$

$2.$ Evaluation of the types of information sought during the decision$-$making process

$3.$ Discuss how your cultural background, social factors, personal factors, and$/$or psychological factors may affect your search.

C$.$ Alternative Evaluation

$1.$ Examination of the criteria you use to assess different hotel options

$2.$ Importance of factors such as location, amenities, price, and brand reputation

$3.$ Discuss how your cultural background, social factors, personal factors, and$/$or psychological factors may affect your evaluation of alternatives.

D$.$ Purchase Decision

$1.$ Exploration of the factors that lead to the final decision to book a particular hotel

$2.$ Influence of promotional offers, discounts, and incentives

E$.$ Post$-$Purchase Evaluation

$1.$ Now that you have made your decision. Do you have any regrets? Explain.

$2.$ What could the hotel of choice do to make you feel better?

$3.$ Provide suggestions for enhancing the customer experience at each stage of the decision process.