Understanding Customers in Hospitality Industry - SWOT and PESTEL Analysis

Understanding Customers

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body........................................................................................................................................3
SWOT analysis of tourism industry.......................................................................................3
Understanding the micro aspect of consumer behaviour.......................................................4
PESTEL analysis for tourism industry...................................................................................5
Understanding the macro aspect of consumer behaviour.......................................................6
CONCLUSION ...............................................................................................................................7
REFERENCE...................................................................................................................................8

INTRODUCTION
It is essential for every firm to analyse and understand the needs and wants of their
customers well for the expansion of business. Analysing customers behaviour while purchasing
the products and services offered by companies will help them to analyse what all factors
influence them to increasing their purchasing power (Heinonen and Medberg, 2018). On the
other hand, analysing customers behaviour after their purchase decision will help companies to
analyse whether their customers are satisfied or not so that they can make changes accordingly.
The following report cover micro and macro aspect of customer behaviour while using theories
and models to analyse customer behaviour specifically in hospitality sector.
Main body
SWOT analysis of tourism industry
Strengths-
Safe environment- Tourist can attract more
on such destinations or locations which are
having safe environment such as terror free,
less criminal activities and many others.
Most of the hotels in UK maintain good
securities to mitigate their hate crimes as
much as possible.
Travelling convenience- Tourists also
attracted to those destinations which have
good transportation facilities and have
appropriate travelling convenience. In
context of UK, most of the hotels are located
at towns and main city where transportation
facilities are easily available.
Weaknesses-
Less management skills- Employees in
tourism sector are having customer service
skills but they are lacking behind to gain
managerial skills. Hence, the staff members
of most of the hotels need supervisory
control who assist them. Without supervisory
control they are unable to manage their tasks.
High turnover rate- Tourism industry of
UK is consist of having high turnover rate
due to many reasons such as lack of
employee relations, lack of employee
satisfaction and many others (Shao and et.
al., 2020).
Opportunities- Threats-