Micro and Macro Perspectives on Understanding Customers in Tourism

This essay explores the critical role of understanding customers for business success, focusing on micro and macro segmentation. It delves into micro-level aspects such as decision-making processes (high and low involvement), perceptual processes, the concept of attitude, personality, self in marketing, and key concepts of motivation, using Hilton Hotels as a case study. The macro-level analysis examines broader trends like word-of-mouth marketing, cultural systems, and values within the hospitality industry. The essay concludes that a deep understanding of customer behavior, including their attitudes and motivations, is essential for organizations to provide quality products and services, enhance customer relationships, and ultimately achieve business growth in a competitive marketplace. Desklib is a valuable resource for students seeking similar solved assignments and study materials.

Understanding
customer

Table of Contents
Main Body..............................................................................................................................................3
Micro segmentation of customer......................................................................................................3
Macro segmentation of consumer.....................................................................................................4
Conclusion.............................................................................................................................................5
References.............................................................................................................................................6

Introduction
A customer is a person that purchase anything for exchange money. It is very important driver
for any business as without this no business can exist and operate in a continuous way. The main
purpose of this essay create a link between person and organization success(Cui and et.al., 2020).
To achieve specific elements needs to be consider that the buying procedure where the problems are
identified and provide them a better solution. This perspective concentrate on customer satisfaction
level and and their behavior for increasing business growth. This essay is based on Hilton Hotels, it is
a American multinational hospitality company which headquarters is in Virginia,U.S. It provides their
services across the world. This essay will cover micro and macro understanding of consumer which
includes managerial analysis, personality and self in marketing, concept of motivation, word of
mouth, cultural system ecology and define various cultural values based on hospitality.
Main Body
Micro segmentation of customer
Consumer based on micro segment is refers to process for differentiate clients into various groups that
is really significant for a particular business. For defining this in a clear manner, following topics
should be used:
 Decision making in low and high involvement: It is a analysis related to individual that is
based on two aspects in high emerging analyzing is important for buyer because it closely
relate to customer self image and ego. It include several risk as well (Tyagi, 2018). Whereas,
in low decision consumer are straight forward and require less risk too. Hilton is a best
example of this as it determine customer satisfaction through the way that meet with their
guest expectation.
 Perceptual process: It determines a sequence that can start up with environment and leads in
some stimulus action. This process is based on selecting , organizing and interpret the given
data. In case of Hilton hotel, this procedure is based on marketing stimulus that means if any
customer rely on sensation, then they draw anything related to similar products differentiation
by the help of marketing mix.
 Concept attitude is used in consumer marketing: This involves a procedure which is based
on emotions and feelings related to favorable / unfavorable terms towards a specific object
(Jain, Goel and Jain, 2021) In accordance to Hilton hotels, Consumer behavior is based on
social, psychological, cultural and personal. This can be done while individual meet with their
certain desire that means consumption of goods and services.
 Personality and self in marketing: It is a concept which shows the interest and choice of
person on various products and brands as it create easiness for marketer to where, when and
how to promote product. In case of respected hotel, Personality is based on trait theories and
self include some concepts which relate to ideas , feelings and emotions of person has about
their capabilities. This terms is helpful for retain consumer sand influence the hotel image. Key concept of motivation: This refer to a procedure which assist to people for identify and
buy specific services that can fulfills each of one desire this can derive customer motivation

and increase its repeat of purchase (Gao and Zhang, 2018). In context of Hilton hotel,
consumer feels inspired through offering good quality and well behaved staff. This hotel can
used several things for enhancing customer satisfaction that is provide free complimentary
services to them, arrange rewards for repeat clients, promote multiple communication
channels that highly generate more traffic of customers.
Macro segmentation of consumer
The macro segment of customer reflects an effective path that provude a relevant experience to
customers. This process is identify those gropus who are carry out same similarities and reveal equal
demand.
Force to be reckoned with advertising for lodgings has been the most recent pattern in advanced
showcasing for top inn brands. Hilton Hotels has tapped more youthful age of voyagers with its
Hilton @ Play drive. In this initiative unrecorded music occasions are performed by different VIP at a
few Hilton lodging properties in America and in United Kingdom. The occasion was distinctly for the
Honors Rewards individuals who had a specific number of focuses. Different big name like scratch
joans done a live stream at Hilton.
The process of perception is how you interpreat the world around you through your senses and by
brain. It includes senses like sight, hearing, touch, smell and taste (Pawaskar, Raut and Gardas,
2018). It is association with inside plan of current hotel like Hilton and interior design technique
affected by three variables of visual discernment, space-time insight, coherent discernment in order to
work fair and square of acculturation. At long last it will give a premise to lodging interior plan later
on. The main perception in hotels is word of mouth it plays a major part, the customer tells at the
reception of the hotel for the service and the goods and bad. And also any special requirements they
need at the hotel. As hotel is one of the biggest hotel group in the world so as in the hotel like this
they take care of all the travelers very well. They also put a dairy in which they take reviews of the
customer so that they can improve there service in future. In the era of internet and social media the
traveler first see the other reviews on the website. They cam take steps to generate, support and
amplify eWOM and so influence customer's decision making process.
The client can't rely entirely upon hotel that created data just like advertisements or salespeople(Costa
and Mendonça, 2019). All things considered, they look into audits on destinations such as Trip
counsel or Holiday check, tracks down more item data or actually take a look at client tributes on web
based business sites, take a gander at others' proposals, and so on. At the end of day, they go to
eWOM. Hilton, one of biggest neighborliness organizations on the planet. Hilton bunch have 180,000
recent college grads and this number leaped to 300,000 in only five years so by this advancement in
number we have a thought of how immense the way of life of Hilton bunch. Many organizations talk
about mission, vision and qualities. Possibly those proclamations are on banners around the
workplace, yet seldom do they sway day to day existence. Hilton, in any case, is deliberate with
regards to incorporating their day by day work insight with their central goal, vision and qualities.
Culture is characterized by a bunch of guiding principle that colleagues at Hilton overall practice
every day. Hilton enthusiastic about conveying extraordinary visitor encounters. If there should arise
an occurrence of uprightness they make the best decision constantly. In authority Hilton bunch is
pioneers in inn industry and in there networks. In the event of proprietorship, Hilton are the
proprietors of there activities and choices.

Additionally to that all an organization also gives diversity training programs at all operation levels
within the hotels. It guarantees arrangement of variety from direction to line level colleagues and
notwithstanding that there is arrangement of explicit preparing for general administration. This
guarantees that nature of an administrations gave to its clients are improved consistently and kept up
with at most elevated conceivable level(Lin and et.al., 2018). Subsequently, industry has set up
methods of distinguishing best entertainers in specific fields and methods of sustaining abilities inside
the organization.
Thus, a concept is important for industry as it define a better way for identify success for its items
and services along with new product launches (Groß and Sohn, 2021). Respected firm focus on
several internal and external motives that derive human nature and attitude. This particular helps to
increase business reputation and product awareness in mind set of potential clients.
Conclusion
The above essay is concluded that customer is the heart of any business without them
no organization can’t operate in market place or achieve success. As every industry suffers
various challenges to ensure about providing extreme quality products and services to its
customers. The above analysis include micro and macro aspects for defining this specific
term. This conceptual terminology helps to understanding consumer behavior like how
attitude create certain responses that helps to enhance relationship with clients. This study is
indicate audience perception and decision making process as it placed a significance for
items. Most of the consumer are facing lots of array while selecting product and thorough
competition level in marketplace. The way of understanding attitude of individuals deriving
success of an organization. For identify customer needs and provide them satisfaction create a
greater chance for winning the growth of business.

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