Travel Industry: Understanding Micro & Macro Consumer Behavior

This essay delves into the critical importance of understanding customer behavior within the travel and tourism industry, focusing on both micro and macro environmental factors that influence consumer decision-making. It highlights various customer types, such as choosers, communicators, explorers, and identity seekers, and examines how their behaviors impact the decision-making processes of hotels and travel companies. The analysis covers micro aspects like environmental influences, perceptual processes, concepts, attitudes, and personality, as well as macro aspects such as neuromarketing, conscious consumption, and market segmentation. Real-world examples from Premium Inn, Hilton, and Dorchester hotels illustrate the practical application of these concepts, demonstrating how these companies leverage customer understanding to gain a competitive advantage and mitigate negative impacts from consumer misbehavior. The essay concludes that a deep understanding of customer needs is essential for travel and tourism businesses to adapt, innovate, and achieve sustainable growth in a dynamic market.

Understanding customers
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Table of Contents
Introduction.....................................................................................................................................3
Main Body.......................................................................................................................................3
Conclusion.......................................................................................................................................6
References.......................................................................................................................................7
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Introduction
Understanding customer is the key that companies used to give them good services to
their valuable clients. To give customers best, it is needed to deliver what a travel industry
promise and try to involve with them to make expectations. It is very important for the
organisations to work with effective understanding of customer and able to manage their
behaviour in different perspective. The analysis of customer is generally related to high or low
involvement of decision making approaches of the hotel sectors (Pramanik, Mohanty and
Karmakar, 2021). There are different type of customers like the chooser, communicator, explorer
and identity seekers. All of them are make a strong impact on travel and tourism industry
decision making process. On the other hand, it is helpful to identify those consumer
misbehaviour approach that can impact on the hotels to minimise their losses in market. This
essay include the different concepts and theories for understanding the micro and macro aspects
consumer behaviour environment. Furthermore some examples are included in essay to make
more practices in different organisations.
Main Body
In an organisation, there are different micro aspect which are helpful for generalise the
statement and work as per the need of the hotel sectors. There are different micro aspects which
make a strong impact on the consumer decision process and provide a strategic development
process for the effective growth in market. Micro aspects are related to their decision making
approach for the efficient process in different challenges. The very first factor that affect the
behaviour of customers is related to different environment and make decision making in low and
high involvement situations for the successive growth in travel and tourism industry (Lee and
et.al., 2021). Second aspect is perceptual process that is used for selecting, organising and
interpreting the information to work and achieve different platform in managing to analyse
different previous experiences. This process help the many hotels are used to analyse the aspects
of consumer behaviour and make sure to work and provide a significant approach to achieve
perceptual process. Most of the UK based companies are working effectively into the market and
gain higher level of profit by analysing and understanding customers to make action in
responses. Third factor or aspect which affect the consumer behaviour is to analyse the concepts
and attitudes which are used by the consumer in marketing analysis. It will be helpful for the
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hotel sectors to work and provide a significant growth in understanding the need and work
effectively into market. Fourth factor is related to make a personality and self engagement in
marketing. That helps the hotel sectors to understand about the customers and make sure to work
and achieve higher level of profit with analysing different customer's base. In last the employees
of the hotel sectors should be feel motivated so that they are able to complete their assigned task
in more effective and appropriate manner (Sheoran and Kumar, 2021). It will be helpful for the
hotel sectors and their customers to organise the management and provide a significant growth in
analysing the market and achieve higher profitability in different segment in travel and tourism
industry. All of the above mentioned points are associated to work and achieve higher process to
achieve higher amount to provide a significant growth in analysing the micro environment which
affect the consumer decision and behaviour by the internal factors of the hotel sectors. It help the
hotel sectors by analysing these micro factors to work effectively and manage the appropriate
micro level perspective to achieve appropriate actions in marketplace.
There is another factor which affect the consumer behaviour process of the specified
hotel sectors. The macro environment is basically related to the sum of total knowledge, belief,
traditions and customers that are acquired by influencing their own background or culture of the
customers. Many hotels and restaurants used different macro environmental aspects to work and
achieve higher profit by analysing the consumer behaviour (Santos and et.al., 2021). The very
first aspect which is used by the hotels is Neuro-marketing which is helpful for conduct a study
of how the people and their brain and respond to the hotel advertising and other messages. It is
understand and provide a significant growth in monitoring the brainwave, eye tracking and skin
response in different ways. It is further helpful for the companies to work and provide a
significant growth in analysing their communicative ways to achieve organisation and provide
social networks to depend on sociology and the technologies itself. There are different factors
which affect the understanding process of customers to help and analyse the behaviour of
customers in different ways. Another approach which the companies used to analyse their
customer's behaviour and make decision as per their preferences is Conscious Consumption.
After the impact of Covid-19, many of the food and beverages industry use this as to examine
their customer's choice and adopt more effective and sustainable products. Many companies find
difficulties in addressing the issue and provide a systematic understanding about the sustainable
and social factors of the customer's need. This factors is generally considered as the social
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movement that based around to increased awareness and make an impact on purchasing the
environment in health and general conceptual data. This majorly concerned with the effect of
media and advertising on the consumers and help the hotel sectors to work effectively into the
market. It is the process that helps the many hotels to use more sustainable and appropriate
growth to achieve higher possibility to work in more significant development. In last the use of
market segment and their analysis into the market is helpful for the hotels for practising and
dividing the target into the market and make approachable benefits in different sectors
(Weisheng and Heetae, 2021). It will help the travel industry to identified the customer's
decision and achieve the marketing perspective to work effectively into the market with
psychographic and behavioural process.
There are different companies that used the micro and macro environmental aspect within
the environment to understand the behaviour of customers. It will be helpful for the travel and
tourism industry to work and achieve higher profitability to analyse the market and gain higher
profitability to manage and make growth. Premium inn is the example, as they are using Neuro-
marketing technique to analyse their customer's preferences and achieve higher market share in
UK travel and tourism industry (Gheorghe and Sima, 2021). Travel and tourism industry is one
of the growing industry in UK market which is helpful and necessary for the different hotels to
work as per the need of customer decision making process. Premium Inn work with effective
market segment approach that help the consumer to take decisions regarding customer's buying
behaviour process that affect the travel and tourism industry. This will be helpful for the
customers and hotels to provide significant growth and achieve higher efficiencies to applied in
different market scenarios. Another example is Hilton hotel, they are using wide range of
theories and practices to work effectively into the market and attract large customers base in UK.
They are working in micro and macro environment which can affect their customer's behaviour.
It will be helpful for the travel sector to work and achieve higher efficiency into the market and
make sure to analyse higher level of profit into market. Hilton hotel used strategies to adopt the
market analysis and make a significant growth within the market and achieve higher profit. Third
example is Dorchester hotel, they are working in Hotel industry and try to provide a significant
growth in analysing the challenges in more effective personal and marketing concepts to achieve
higher motivation in employees of travel and tourism industry. Dorchester hotel is one of the
appropriate hotel which uses different kind of strategies that are adopted due to their customer's
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behaviour and adopt more effective process in market (Zakariah, Hosany and Cappellini, 2021).
Dorchester hotel use highly motivated staff for their customers and try to satisfied their need in
significant and appropriate manner. These strategies for affecting consumer buying behaviour
can be related to manage the need and demand of customers in various kind of industries. It will
be helpful for the hotel to work and analyse systematic growth in major challenges. With the
help of understanding higher level of customer behaviour, hotels which can make strategies and
gain competitive advantages. Furthermore, Hotels can make a declining negative impact of
consumer misbehaviour on the organisation. This can be related to compulsive buying, theft,
excessive consumption of a products or services etc.
Conclusion
From the above essay, it has been analysed that the use of effective understanding of
customer are able to work and make significant changes in their business environment. There are
many travel and tourism industry that first understand their customers and then identify the
planning process. This will be helpful for the hotels to make effective more decision and help the
hotel industries to provide a significant growth in the market. It is analysed that the study of
customer understanding is one of the most important factor for different businesses and helps the
customers to meet with their needs. It is further determined that the use of micro and macro
environment and their basic theories which are related to their situations and identify in
analysing the future forecasting. With the help of Neuro-marketing, perceptual process, market
segmentation and other process are used by the companies to understand the need of their
customers in market. This theory is helpful in conducting big data analysis of customers and
imaging the insight process to make effective consumer habits. Furthermore, Nuero-marketing is
helpful for the hotels to record important information and make consumer engagement and
affinity process in efficient manner.
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References
Books & Journals
Gheorghe, I.G. and Sima, V., 2021. Changes in Consumer Behavior and Food Trade
Transformations. In Shifting Patterns of Agricultural Trade (pp. 187-202). Springer,
Singapore.
Lee, C.K., Mousa, F.T., Lee, J. and Lee, S.H.S., 2021. Consumer Behaviour and Social
Entrepreneurship: The Case of South Korea. Journal of Social Entrepreneurship, pp.1-
20.
Pramanik, A., Mohanty, N. and Karmakar, S., 2021. Understanding Consumer Behaviour with
Respect to Availability of Two Tax Regime in India. In Interdisciplinary Research in
Technology and Management (pp. 279-282). CRC Press.
Santos, V., Ramos, P., Sousa, B., Almeida, N. and Valeri, M., 2021. Factors influencing touristic
consumer behaviour. Journal of Organizational Change Management.
Sheoran, M. and Kumar, D., 2021. Conceptualisation of sustainable consumer behaviour:
converging the theory of planned behaviour and consumption cycle. Qualitative
Research in Organizations and Management: An International Journal.
Weisheng, C.H.I.U. and Heetae, C.H.O., 2021. Impact of COVID-19 on consumers' impulse
buying behavior of fitness products: A moderated mediation model. Journal of
Consumer Behaviour: An International Research Review.
Zakariah, A., Hosany, S. and Cappellini, B., 2021. Subjectivities in motion: Dichotomies in
consumer engagements with self-tracking technologies. Computers in Human Behavior,
118, p.106699.
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