Question

a marketing researcher is trying to investigate how consumers perceive new technologies in the hospitality industry. Please study possible theories the marketing researcher can apply in determining research objectives. Then, choose one most suitable theory and formulate the relevant hypotheses based on the chosen theory.

Answer 1

Market Researcher chooses Maslow's Hierarchy Theory , which consists of 5 parts :-

1. Self Actualization.
2. Esteem Needs.
3. Social Needs.
4. Safety needs.
5. Psychological needs.

Self Actualization :- It is very difficult for a hotel to fulfill all the expectation of a cutomer,it also depends on where the hotel is situtated whether at up-town area, down-town area or city. Self-actualisation also comes from creating new experiences from guest. Example :- Providing guide, binacolour, jeep to the guest so that they can rome in to the city and get much more to know about its beauty.

Esteem Needs :-   Esteem needs means how much importance you are giving to your customer, fullfilling there needs, treating them like a king or queen. There are several questions in this context :-

1. Do your guest feel proud to stay in your hotel?
2. How do you treat your customer ?
3. Do you regard them?
4. Do you treat all of then equally?

Social Needs :- Schould deal with the emotional fullfillment of the customer truly. All the staff members schould treat the customers in a way that they feel as if they are at home. Welcoming a customer should be in a royal way , so that they always choose your hotel and refer to their friend and family members.

Safety Needs :- Safety is one of the most import part of any business, hotel management schould take care of it, no passage or hole pit schould be kept open as small childrens do also comes with there parents, lift pits should be closed. All the safety precautions schould be taken.

Psychological Needs :- All the rooms should be kept neat and clean, specially bathrooms, before the guest visits there room. As the first impression is the last one. There schould be no smell of tobacco or wine in the room or service area, corridor as it gives a bad impression to the customer. Foods and drinks schould be higenic.