understanding the hospitality consumer (williams, a ) 0750652497

Understanding the Hospitality Consumer This book is dedicated to Margaret, and also Roz and the ‘girls’ Rhiannon, Cerys and Bechan, who between them know more about hyperconsumption than can possibly be good for them Understanding the Hospitality Consumer Alistair Williams OXFORD AMSTERDAM BOSTON LONDON NEW YORK PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO Butterworth-Heinemann An imprint of Elsevier Science Linacre House, Jordan Hill, Oxford OX2 8DP 225 Wildwood Avenue, Woburn MA 01801-2041 First published 2002 Copyright © 2002, Alistair Williams All rights reserved The right of Alistair Williams to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publisher British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress ISBN 7506 5249 For information on all Butterworth-Heinemann publications visit our website at www.bh.com Composition by Genesis Typesetting, Rochester, Kent Printed and bound in Great Britain Contents ix xiii xv Part One Setting the Context for the Study of Hospitality Consumption An introduction to the consumption of hospitality services An introduction to a discipline of consumer behaviour research Contemporary hospitality Defining consumer behaviour Why now, and what about hospitality? The value of theory in researching consumer behaviour in hospitality Summary 13 19 Consuming hospitality services Hospitality as service The nature of products, goods and services Consuming services Summary: conceptualizing hospitality services 20 21 22 29 34 v Hospitality, Leisure & Tourism Series Preface List of figures and tables List of case studies Contents Part Two The Key Perspectives Seen as Complementary to an Understanding of Hospitality Consumer Behaviour Hospitality, Leisure & Tourism Series Frameworks for considering hospitality consumer decision-making An introduction to consumer decision-making Modelling consumer decision-making Defining consumer decision-making Generalized models of consumer decision-making Summary 39 40 41 44 46 64 Individual processes in consuming hospitality Introduction Consumer motivation Learning and memory Personality Perception Summary 66 67 67 76 78 84 90 Social and cultural influences on hospitality consumer behaviour Introduction to the environmental aspects of hospitality consumption The development of a sociological perspective in consumer behaviour The impact of culture on hospitality consumption Characteristics of culture Hospitality consumption as ritual Summarizing the role of culture in hospitality consumer behaviour The influence of social class and status on hospitality consumption vi 37 The influence of reference groups on hospitality consumers An introduction to the influence of groups on hospitality consumption The family as reference group Summarizing the role of reference groups within hospitality consumption 91 92 94 95 98 103 110 112 119 120 126 140 Contents 143 The end of the marketing concept Introduction The evolution of the marketing concept Market segmentation Segmenting hospitality markets The pervasive nature of the marketing concept The collapse of the marketing concept The conclusion for hospitality consumption 145 146 146 149 160 161 163 169 Postmodern consumers of hospitality services Postmodern marketing Consuming hospitality: learning lessons from postmodernism Applying postmodernism to the consumption of hospitality products Postmodern hospitality: some examples Criticism of the postmodern perspective Summarizing postmodernism as it relates to hospitality 173 174 10 Hospitality implications of the revolution in consumption: marketing simulacrity and hyperreality The transformation to a postmodern hospitality industry The simulated reality of postmodern hospitality Simulation: the new means of consuming hospitality Transforming relationships between buyers and sellers: some conclusions Researching contemporary hospitality behaviour Interpreting hospitality consumer behaviour Options available to hospitality consumer behaviour researchers Methodological approaches and issues in contemporary (postmodern) consumer research Summarizing the role of research in aiding our comprehension of hospitality consumption Bibliography Index 181 186 193 200 201 203 204 205 210 224 226 227 230 233 238 243 259 vii Hospitality, Leisure & Tourism Series Part Three Understanding the Hospitality Consumer in Contemporary Society and Beyond This Page Intentionally Left Blank Preface Introduce and explore the role of consumer behaviour theory within the discipline of hospitality management, in order to assist students in understanding and applying the concepts of consumer behaviour to hospitality contexts and markets Discuss the principles and research of consumer behaviour and demonstrate how hospitality companies can and use them in everyday operations Demonstrate that effective marketing involves focusing organizational activity on the consumer, through identifying factors that are relevant in consumer buying behaviour Discuss the challenges to traditional approaches to consumption posed by the postmodern hospitality consumer ix Hospitality, Leisure & Tourism Series Consumption is part of our everyday lives In contemporary society it encompasses aspects of our lives that were previously thought to be beyond the demands of the marketplace including health, education, religion, culture and politics All aspects of contemporary society have had to adapt to take account of the wants and needs of ever more ‘discerning’ consumers In western society our relationships, standing, self-belief and everyday experiences are seen to be underpinned by what, how and why we consume the goods and services that we Understanding the Hospitality Consumer seeks to focus on the role of consumption in hospitality and to investigate our understanding of its place in the contemporary industry The text aims to discuss aspects of consumption within a recognized social context, that is, in relation to the products, services and markets of the hospitality industry The aims of the text are to: Bibliography Hospitality, Leisure & Tourism Series Foxall, G R (1980) Consumer Behaviour Croon Helm Foxall, G R (1992) The behavioural perspective of purchase and consumption Journal of 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222, 224 Anti-foundationalism, 188, 192, 199 Aspiration, 121–35 Aspirational groups, 121 Attitudes, 49–50, 62, 125–6, 152, 157–62, 229, 236 Automatic groups, 122–5 Baskin-Robbins, 15 Beliefs, 42, 49, 56, 92, 95–100, 107–9, 121, 158, 174, 177–9 Benefit segmentation, 158 Boston matrix, 150, 167 Branding, 58, 75, 88, 190–9 Brand loyalty, 53–7, 88 Burger King, 10–11, 67, 99, 137–8, 189, 212 Casinos, 12, 196, 206, 218–20 Chicago Pizza Pie Factory, 11, 212 CHME, 227–8 Choice, 5, 13–16, 33, 40–60, 82, 105, 124, 128–39, 148, 151, 170, 189, 194, 223 Chronology, 188, 190–2, 199 Cognition, 12, 56, 62–75 Communication, 96, 101, 141, 173, 181–5, 196, 230 Complexity, 4, 5, 14–15, 31, 34, 44, 45, 59, 64, 87, 127 Conflict, 71–2, 80, 138–40, 181, 182 Conformity, 123–6 Consumer culture, 18, 94, 135, 173, 181, 185, 234 Consumer satisfaction/dissatisfaction, 55–62 Consumer society, 8, 12, 18, 94 Culture, 49–51, 69, 75, 91–135, 164–5, 177–88 Decision process, 5–8, 40–62, 126 De-differentiation, 189–93, 198 Demographic segmentation, 154–5 Dialogical retextualization, 235 Disney, 110–12, 132–8, 193–4, 206, 208–10 Disneyland, 12, 59, 214 Disneyland Paris, 59, 111–12, 214 Dissociative groups, 121 Dissonance, 57, 62–4, 110 Enlightenment, 177–9 Epiphenomenon, 34, 231 Ethnicity, 91–5, 105–9, 113, 132, 154 Ethnography, 237 Existentialism, 237 External search, 58 Index Family, 9, 17, 49–52, 56, 75–6, 92, 93, 94, 98–103, 119–40, 154, 156, 186, 189, 214 Family life-cycle, 133 Formal groups, 122–6 Fragmentation, 169, 175, 179, 182, 183, 187, 189 Gender, 50, 89, 103, 110–15, 123, 132, 152, 154–8, 184, 238 Geographic segmentation, 153–5, 161 Globalization, 4, 11 Grand narratives, 173, 181–4 Group membership, 51, 123–4, 151 Hospitality, Leisure & Tourism Series Habit, 53, 64, 78 Happy Meal, 129–32 Hard Rock Caf´e, 121, 123, 192, 209, 210 Heritage, 185, 192, 210, 213, 220–5 Hermeneutics, 229–31 Heuristics, 60–1 Hyper-consumption, 8, 204, 224 Hyperreality, 208–11, 224, 232 Identity, 107, 110, 186, 205, 213, 233, 237 Informal groups, 122 Information search, 45, 48, 53, 139 Inseparability, 53–4 Intangible, 6, 23, 26, 28, 53, 159 Interdisciplinary research, 18, 228–9 Interpretive research, 15, 168, 227, 230, 232 Involvement, 6, 31–3, 44–6, 52–64, 74, 103, 115 Jorvik centre, 185, 208 Luxor Casino Hotel, 208–11, 219 McDonalds, 10–13, 34, 68, 71, 81, 86, 129–38, 189, 206–7, 212 Magna, 222–3 Market segmentation, 145–53, 161–70 Marketing concept, 24, 145–71, 205, 239, 241 Media, 6, 10, 15, 41, 45, 57–8, 73, 79, 108, 114, 117, 136, 148, 153, 155–8, 169, 183, 185, 188–9, 195, 207–9, 220, 230, 236–8 Memory, 47–9, 57–60, 66–8, 76–8, 222 Metanarratives, 181–3 Modernism, 4, 176–82 MOSAIC, 92, 108, 215 Motivation, 16, 48, 56, 66–73, 90 Normative influence, 123–4 Paradigms, 17, 94, 232–4 Pastiche, 182, 191, 199 Perception, 3–4, 17, 35, 56, 67, 84–90, 100, 152, 196 Personality, 49–50, 56–7, 66–7, 73, 78–84, 124, 128, 151–7 Pester power, 10, 135 Phenomenology, 236 Planet Hollywood, 11–12, 59, 121–3 Pluralism, 188, 193, 200, 233–4 Postmodern(ism), 4, 15–17, 76, 116, 150, 173–94, 197, 205, 227–40 Prediction, 16, 43, 57, 65, 84, 168, 169, 217 Preference structure, 52–85 Primary groups, 121 Product Life Cycle, 150, 169 Psychographic segmentation, 15, 157–8 KFC, 10, 14 Qualitative research, 228 Quantitative research, 230 Las Vegas, 12, 208, 218–19 Learning, 15–16, 34, 45, 50, 56, 58, 66–7, 73, 76–8, 96, 99, 151, 181 Lifestyle, 49, 56, 74, 80, 83, 93, 107–8, 114, 128, 152, 157–61, 170, 175, 229 260 Rainforest Caf´e, 211, 215, 219, 224 Rationality, 4, 15–16, 58, 171, 177, 238 Reality, 4, 15, 17, 39, 42, 44 Index Reference group, 56–9, 119–27, 140–1 Research methodologies, 225–8, 240 Risk, 33, 42, 48, 54, 57–9, 75, 87–8, 125, 167, 199 Ritual, 4, 75, 95–8 Role model, 124 Royal Caribbean, 12, 188–97, 206, 218 Socialization, 56, 92, 103, 114, 136–8 Standardization, 27 Status, 51, 56, 59, 70, 88, 91–4, 102, 112–24, 151, 156, 186, 196 Sub-culture, 17, 94, 105–9, 115 Symbolism, 4, 16, 75, 95, 101, 102, 115–16, 176, 181, 239 Secondary groups, 121–3 Self-concept, 50, 85–8 Semiotics, 75–6, 229–31, 236 Signifier, 181, 190, 200 Simulacra, 183–5 Simulation, 42, 183–224 Six Continents, 89, 154, 165–7, 213 Social class, 49–50, 91–101, 112–23, 128–34, 155, 161, 194, 198 Social stratification, 113, 116–18, 155 TGI Friday, 11, 29, 77 Uncertainty avoidance, 100 Hospitality, Leisure & Tourism Series Value system, 99, 123 Values, 56–9, 67–9, 74, 83, 92, 95–110, 113–16, 121, 125–6, 158, 174, 178 Voyager of the Seas, 12, 193–7 261 This Page Intentionally Left Blank ... which among other things incorporates a sunken pirate ship, is the largest single tourist attraction in Canada, a country that offers the Niagara Falls among its many other tourist attractions... attached stigma, we are able to eat a much wider range of food offers (at all times of the year, seasonality no longer applying) and hospitality has become much more fragmented and obtainable The. .. are assessed The argument that at present no paradigm for consumer behaviour that allows hospitality organizations to investigate postmodern consumption, and that consumer research, particularly