Learning Objectives
Chapter 2: Marketing Hospitality and
Travel Services
1. Explain the meaning of services marketing.
2. Identify four reasons why marketing in the
services industries has lagged behind
marketing in other industries.
3. List and describe six generic differences
between the marketing of services and
products.
4. List and describe six contextual differences
between the marketing of services and
products.
Learning Objectives
Chapter 2: Marketing Hospitality and
Travel Services
5.
6.
7.
List and explain eight specific differences
affecting the marketing of hospitality/travel
services.
Explain five unique approaches required in
hospitality and travel marketing.
Identify three unique relationships among
hospitality and travel organizations.
Services Marketing
A concept based on a recognition of the
uniqueness of all services; it is a branch of
marketing that specifically applies in the
service industries.
Four Reasons Why Services Marketing
Has Lagged Behind Other Industries
1. Marketing terms and principles were
defined for the manufacturing industry.
2. Parts of industry have been highly
regulated.
3. Industry is dominated by small
businesses.
4. There has been an historical tendency for
technical-and operations-oriented people
to create and manage businesses.
Six Generic Differences
1.
Intangible nature of services
2.
Production methods
3.
Perishability
4.
Distribution channels
5.
Cost determination
6.
Relationship of services to
providers
Six Contextual Differences
1.
2.
3.
4.
Narrow definition of marketing
Lack of appreciation of marketing skills
Different organizational structures
Lack of data on competitors
performance
5. Impact of government regulation and
deregulation
6. Constraints and opportunities for
nonprofit organizations
Eight Specific Differences of
Hospitality and Travel Services
1.
2.
3.
4.
Consumed within short time periods
More emotional and irrational buying
appeals
Greater importance of managing
evidence
Greater emphasis on stature and
imagery
Eight Specific Differences of
Hospitality and Travel Services
5.
6.
7.
8.
More variety and types of distribution
channels
More dependence on complementary
organizations
Copying of services easier
More emphasis on off-peak promotion
Five Unique Approaches Required in
Hospitality and Travel Marketing
1. Use of more than 4 Ps
2. Greater significance of word-of-mouth
advertising
3. More use of emotional appeals in
promotions
4. Greater difficulties with new-concept
testing
5. Increased importance of relationships with
complementary organizations
Three Unique Relationships Among
Hospitality and Travel Organizations
1.
2.
3.
Suppliers, carriers, and the travel trade
The destination mix concept
Visitor and resident interaction
Industry Organizations
Suppliers
Travel Trade
Carriers
Destination
Marketing
Organizations
The Destination Mix
Attractions and
events play the
pivotal role
Attractions
and Events
Transportation Infrastructure
Facilities
Hospitality
Visitor-Resident Interaction
Residents
Visitors