hospitality product marketing
TRANSCRIPT
-
8/3/2019 Hospitality Product Marketing
1/10
Purpose Experiential marketing is arguably marketing's most contemporary orientation, but aswith many marketing innovations it has been largely overlooked by those involved in tourism andhospitality marketing and promotion. Whilst in many industries companies have moved away fromtraditional features and benefits approaches, to putting experiential marketing centre-stage,marketing in the tourism and hospitality sectors does not appear to have explicitly engaged thetheoretical issues involved. This raises the question what, if anything, does experiential marketinghave to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek tointroduce the experiential marketing debate and demonstrate how the questions raised by theconcept are critical to an understanding of marketing theory and research within the tourism andhospitality sectors.
Design/methodology/approach Following the authors previous publications which sought toinvestigate alternative paradigms for studying hospitality consumers, this research attempts toconsider the practical applications of one such model.
Findings The tourism and hospitality sectors cannot be seen to be immune to fundamentalchanges in the orientation of marketing. Innovative experience design will become an increasinglyimportant component of tourism and hospitality firms core capabilities. Those who go beyondservice excellence, and market experientially will lead the creation of value in the sector.
Originality/value Provides a framework as to how organisations might usefully implement anexperiential marketing strategy.
Marketing for Hospitality & Tourism
Main topics of study:
Introduction: Marketing for Hospitality & Tourism:
Customer Orientation
What is Hospitality & Tourism Marketing?
Marketing in the Hospitality Industry
Undesirable Customers
Marketing Management
-
8/3/2019 Hospitality Product Marketing
2/10
Marketing Management Philosophies
Marketings Future
The Internet Changes How We Market Hospitality Products
Great Leaders
Service Characteristics of Hospitality & Tourism Marketing:
The Service Culture
Characteristics of Service Marketing
Management Strategies for Service Businesses
Ritz-Carlton: Taking Care of Those Who Take Care of Customers
Overview of Service Characteristics: The Servuction Model
The Role of Marketing in Strategic Planning:
Nature of High-performance Businesses
Corporate Strategic Planning
A Strategic Look at Starbucks Coffee
Business Strategy Planning
Unique Challenges of the Hotel Industry
The Marketing Environment:
The Companys Micro-environment
The Companys Macro-environment
Managing in Uncertain Times
Popcorns Cultural Trends
Linked Environmental Factors
Responding to the Marketing Environment
Marketing Information Systems & Marketing Research:
The Marketing Information System
A Questionable Questionnaire
Research Problem Areas
The Internet: A Great Source of Marketing Information
Marketing Research in Small Business
Marketing Research in Smaller Organisations
Consumer Markets & Consumer Buying Behaviour:
-
8/3/2019 Hospitality Product Marketing
3/10
A Model of Consumer Behaviour
Personal Characteristics Affecting Consumer Behaviour
Senior Consumers
The San Diego Padres Baseball Club
The Buyer Decision Process
Unique Aspects of Hospitality & Travel Consumers
Organisational Behaviour of Group Market:
The Organisational Buying Process
Participants in the Organisational Buying Process
Major Influences on Organisational Buyers
Organisational Buying Decisions
Group Business Markets
Dealing with Meeting Planners
The Corporate Account & Corporate Travel Manager
Market Segmentation, Targeting, and Positioning:
Markets
Market Segmentation
Jollibee: A Regional Fast Food Chain
Targeting Families by Targeting Kids
Market Targeting
Elite-Napping the Business Traveller
Market Positioning
Airline Positioning: Southwest Airlines
Designing & Managing Products:
What is a Product?
Product Levels
Augmented Product
Brand Decisions
New Product Development
The National Food Laboratory Helps Restaurants Develop New Products & Improve Existing
Products
Restaurants & Hotels Develop New Product Ideas
Product Development Through Acquisition
-
8/3/2019 Hospitality Product Marketing
4/10
Product Life-cycle Strategies
Internal Marketing:
Internal Marketing
When Employee Communications Go Against Customer Expectations
The Internal Marketing Process
Nonroutine Transactions
Building Customer Loyalty Through Quality:
Defining Customer Value & Satisfaction
Tracking Customer Satisfaction
Relationship Marketing
Retaining Customers
The Link Between Marketing & Quality
What is Quality?
Benefits of Service Quality
Developing a Service Quality Program
The Five-gap Model of Service Quality
Forecasting Market Demand
Pricing Products: Pricing Considerations, Approaches, and Strategy:
Price
Factors to Consider When Setting Prices
Aspen Skiing Company Knows Out-of-State Visitors Are Less Price Sensitive
General Pricing Approaches
Pricing Strategies
Segmented Pricing: The Right Product to the Right Customer at the Right Time for the Right Price
Price Fixing
Other Pricing Considerations
Price Changes
The Internet Makes it Easy for Customers to Find Price Information
Distribution Channels:
Nature & Importance of Distribution Systems
Nature of Distribution Channels
-
8/3/2019 Hospitality Product Marketing
5/10
Marketing Intermediaries
Top Ten Ideas for Working with Travel Agents
Channel Behaviour & the Organization
The Hilton Model
Restaurant Franchising
Selecting Channel Members
Responsibilities of Channel Members & Suppliers
Business Location
Promoting Products: Communication & Promotion Policy & Advertising:
The Communication Process
Thank You A Great Personal Communication
Establishing the Total Marketing Communications Budget
Managing & Coordinating Integrated Marketing Communications
Southwest Airlines
Manage the Integrated Marketing Communication Process
Advertising
How Does an Advertising Agency Work?
Major Decisions in Advertising
Association Advertising
Promoting Products: Public Relations & Sales Promotion:
Public Relations
Taco Bell Provided Example of Creative Publicity
Major Activities of PR Departments
Publicity
Singapore Suntec Centre
The Public Relations Process
Major Tools in Marketing PR
Public Relations Opportunities for the Hospitality Industry
Crisis Management
Sales Promotion
Local Store Marketing
Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing:
Internet Marketing
-
8/3/2019 Hospitality Product Marketing
6/10
Using the Web to Market Tourism Destinations
Web Site Development
Business-to-Business E-commerce
Developing a Marketing Database System
Using your Database for Customer Research: Defining the Power of Your Loyal Customers
Gazelle Systems Brings Database Marketing to Restaurants
Manhattan East Suite Hotels Gives Customers What They Want Before They Ask
Direct Marketing
Professional Sales:
Management of Professional Sales
Nature of Hospitality Sales
Sales Force Objectives
Sales Force Structure & Size
Organizing the Sales Department
Relationship Marketing & Strategic Alliances
Recruiting & Training a Professional Sales Force
Managing the Sales Force
Destination Marketing:
The Globalization of the Tourist Industry
Importance of Tourism to a Destinations Economy
Stop the Brutal Marketing
Tourism Strategies & Investments
Gambling on Central City
Segmenting & Monitoring the Tourist Market
Maryland Office of Tourism Development Case Study
Communicating with the Tourist Market
Organizing & Managing Tourism Marketing
National Tourism Organizations: How They Work
Tourism and globalization
Dear friends and colleagues,
Today, Im pleased to share with you a chapter on Tourism and Globalization from the
second edition of Deborah McLarens book Rethinking Tourism and Ecotravel, a fully
revised and comprehensive overview of the history and global development of tourism.
-
8/3/2019 Hospitality Product Marketing
7/10
This new edition provides updated information on the global tourism and includes many
case studies on how local communities in different parts of the world, especially
Indigenous Peoples, are affected by this seemingly insatiable industry and haveresponded to the challenges posed by tourism and ecotravel.
Yours truly,Anita Pleumarom
Tourism Investigation & Monitoring Team (tim-team)
-----------------------------
Excerpt from Rethinking Tourism and Ecotravel, Second Edition, Deborah McLaren,
June 2003, Kumarian Press, Inc., Bloomfield/ USA (Order: via email [email protected], Online atwww.kpbooks.com)
TOURISM AND GLOBALIZATION
A traveler can decide today to go to the North Pole and be there by tomorrow. Global
infrastructures such as transportation and communications and global policies for freetrade have created a situation where people and businesses in the global North can easily
access natural resources and cultures in the global South.
Until 1999, when thousands of people around the world began organizing against it (e.g.,the Battle in Seattle), globalization was not regarded as a danger to local economies and
cultural diversity. In fact, politicians and the media tout globalization as the path to
greater wealth and success. Although globalization may be the most primarytransformation of the worlds political and economic structures since the industrial
revolution, its implications have yet to be fully understood and debated.
Most of the economic restructuring is in the interest of big business, not in the interest of
the public. Under the banner of free trade, corporations have come to shape our lives
through the consumer products we buy (including technology), the media that feed usinformation, even the educational system that trains us. Politicians chant the mantra of
privatization and globalization. What does that mean for individuals?
According to Martin Khor, president of the non-governmental organization (NGO) ThirdWorld Network, globalization is a leading threat to local communities, particularly in the
global South:
Before colonial rule and the infusion of Western systems, people in the Third World
lived in relatively self-sufficient communities The modes of production and style of
life were largely in harmony with the natural environment. Colonial rule changed thesocial and economic structures of Third World societies. The new structures,
consumption styles, and technological systems became so ingrained in Third World
economies that even after the attainment of political independence, the importation of
Western values, products, technologies and capital continued and expanded
mailto:[email protected]://www.kpbooks.com/http://www.kpbooks.com/mailto:[email protected]://www.kpbooks.com/ -
8/3/2019 Hospitality Product Marketing
8/10
Third World governments were loaned billions of dollars to finance expensive
infrastructure projects They were also supported by foundations, research institutions,and scientists in the industrialized countries that carried out research on new agricultural
technologies that would modernize the Third World that is, that would create
conditions whereby the Third World would become dependent on the transnationalcompanies for technology and inputs. (1)
The development of vast infrastructures such as roads and other transportation routesgoes hand in hand with tourism development. As more tourists seek out hard-to-reach
frontier destinations, those areas become popularized, and soon private industry takes
over. Once an area is targeted for tourism development, the process begins with road
building and displacement of the local population.
Communication systems go in, as do energy-intensive and pollutive accommodations for
visitors. The roads and communications in turn provide other industries with easy access
to cheap labor and natural resources.
This cycle of development is occurring at alarming rates in small communities andvillages throughout the world; many of these areas are considered the most important
biologically diverse regions of the planet. At the same time, roads built into places like
the Amazon to serve primarily as transportation routes for extractive industries such as
oil, logging, and mining inevitably become new corridors for colonists, including tourists.
Tourism increases local reliance upon a global economy, leaking many economic benefits
outside of the community back to the companies and countries that control most of thetravel infrastructure. At the same time, tourism decreases dependence on local resources,
as technologies, food, and health services are imported. Local people may also be pushed
out or sell out, and local prices for commodities and services rise, as do taxes.
A number of groups and individuals are concerned about the negative impacts of
economic centralization via free trade and regional agreements such as the GeneralAgreement on Tariffs and Trade (GATT) and the European Union. These organizations
point out that the promotion of greater economic units and the expanded transport
infrastructures they require result in urbanization in the global North and South alike,
placing greater pressures on wilderness areas and destroying family farms and ruralcommunities around the world.
Proponents of free trade promise that all trading partners will be better off and that thepractice will usher in a new era of global cooperation and prosperity, but according to a
report by the International Society for Ecology and Culture:
The reality is far different. Increased levels of world trade will lead to a widening of the
gap between rich and poor, to further environmental decline, and to the enrichment of
corporations at the expense of people in both the North and South.
-
8/3/2019 Hospitality Product Marketing
9/10
Small farmers and shopkeepers will be driven under by producers and marketers whose
activities are undertaken at an ever larger scale, and many local economies will simply
not survive. Rural communities will be hardest hit, intensifying the trend towardurbanization.
These free trade agreements are fundamentally anti-democratic. The ease with whichcorporations will be able to transcend national boundaries to move wherever
environmental and health standards are the weakest and wages lowest will strip voters
and even governments of their power to curb corporate excess
In the new global economy, production everywhere will be focused on the needs of a
single, Western monoculture, while Indigenous cultures and diverse location-specific
adaptations will be steadily erased. Local self-sufficiency will become an ever moredistant memory. (2)
Since September 11, 2001, the threat of global terrorism has been a key factor ingovernment relationships and the tightening of restrictions for travelers. That days
events and aftermath have had an enormous impact on the airline industry.
Tourism plays an increasingly important role in international relations. Links exist
between tourist flow and regional integration, governments, military, and economic aid.
Most nations have several policies toward foreign tourists that are based not only onanticipated length of stay, but also on the degree of international cooperation existing
between the two countries. (3)
Tourism is big business for governments and private enterprise alike. Any country with
still-pristine areas of forests, beaches, mountains, and parklands or with ethnic tribes and
other unique rural cultures has something to market in the global economy.
Some of the largest corporations in the world are designing and carrying out policies that
open up borders and allow them to operate in areas once restricted to individual countrycorporations. The tourist industrys entrance into and operations in China, the Middle
East, the former Soviet Union, parts of the African continent, and countries with human
rights abuses show that government and big business can work together despite trade
restrictions and political differences.
Corporations have become dominant governing institutions, often exceeding
governments in size and power. As David Korten states, Increasingly, it is the corporateinterest more than the human interest that defines the policy agendas of states and
international bodies, although this reality and its implications have gone largely
unnoticed and unaddressed. (4) Nowhere is this more true than within travel andtourism.
Governmental instruments and international organizations that help shape international
tourism policy encourage the growth and involvement of transnational corporations
-
8/3/2019 Hospitality Product Marketing
10/10
because they provide quick money and expanded trade and services. In supporting and
increasing the power of such corporations, governments are ignoring the numerous
inequalities, exploitation, and dislocations they foster.
Countries create lax trade environments to attract the tourism industry, lifting restrictions
that are applied to other industries and offering many incentives. As AlexanderGoldsmith explains:
Free trade zones [FTZs] are regions that have been fiscally or juridically redefined bytheir host country to give them a comparative advantage over neighboring regions and
countries in luring transnational corporate activity. Most FTZs share the following
characteristics: lax social, environmental, and employment regulations; a ready source of
cheap labor; and fiscal and financial incentives that can take a huge variety of forms,although they generally consist of the lifting of customs duties, the removal of foreign
exchange controls, tax holidays, and free land or reduced rents. (5)
The travel industry benefits greatly from these FTZs, sometimes even performing whatmay be considered advance work in doing away with free trade barriers for other
industries.
NOTES:
(1) Martin Khor, Global Economy and the Third World, in The Case against theGlobal Economy, ed. Jerry Mander and Edward Goldsmith (San Francisco: Sierra Club
Books,1996), 47-48.
(2) Quoted from The Trouble with Trade, in ISEC/Ladakh Project Newsletter 12
(Bristol, UK, and Berkeley,Calif.): 1,6.
(3) IFC/World Bank, IFC Tourism Sector Review, 4.
(4) David Korten, When Corporations Rule the World (West Hartford, Conn.:Kumarian Press, 1996), 54.
(5) Alexander Goldsmith, Seeds of Exploitation: Free Trade Zones in the Global
Economy, in The Case against the Global Economy, 267.
-------------------------------
NOTE: The articles introduced in this Clearinghouse do not necessarily represent theviews of the Tourism Investigation & Monitoring Team (tim-team).