Micro and Macro Forces affecting the tourism and hospitality Assignment 2022

Running head: MICRO AND MACRO FORCES AFFECTING TOURISM AND
HOSPITALITY
Micro and Macro Forces affecting the tourism and hospitality
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Author Note

1MICRO AND MACRO ENVIRONMENT FORCES TOURISM AND HOSPITALITY
Micro and macro forces:
The surrounding and the nearby environment under which the organization is operating
are called the micro force. Micro force means the general or common environment factors that
affect most of the business organizations. The term COSMIC stands for competitors,
organization itself, suppliers, market, intermediaries and customers (Ritchie & Crouch, 2003).
These factors affect the marketing decision within a tourism, events or hospitality organization.
The macro forces that affect the business of tourism or hospitality industry include the
factors such as the economic, legal, political, social, demographics, natural forces and changes in
technologies.
Example: Changes in cultural taste or habit, change in government policy, changes in the rate of
interest and also change in the weather when it turns disastrous are damaging.
A change in macro environment that changes the way of tourism, events or hospitality:
One current example of how a change in the macro environment changed the way
tourism, events for hospitality industry started to offer the products to consumers are that of the
floods that took place in China. The China tourism board after the recent flood has started
packaging their products of travel to their customers in a completely different way (Brouder &
Eriksson, 2013). Previously the travel industry in China used to make packages which were very
luxurious and affordable only by the upper class of people but after the floods the macro
environment influence on the market has forced the tourism board and the tourism industry in
China to make pocket friendly and budget friendly packages for all kinds of tourist who are in a
budget so that they can easily travel all over China without pinching their pocket too much. It is
because of the floods and the damage caused by the floods that many tourist destinations were