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Characteristics of Hospitality and Tourism Marketing OBJECTIVES 1. Describe a service culture. 2. Identify four service characteristics that affect the marketing off hospitality or travel product. 3. Explain seven marketing strategies for service businesses 1. Environmental practices 2. Social practices 3. Economic practices CHARACTERISTICS OF SERVICE MARKETING 1. Intangibility: the products you are selling can’t be touched. 2. Inseparability: the products are produced and consumed at the same time.
Customer – employee: face to face contact. 3. Variability: lack of consistence. The service is highly variable. Services those are more consistent than more chances to be successful. 4. Permissibility: services can’t be stored. Revenue management. Costumer complains Increase when the form “empress” operates above 80% of their capacity. Steps to Reduce Variability Customization The service profit Chain Types of Marketing Marketing Strategies Recommendations for Improving Service Quality Capacity Management Demand Management
Tips for Managing Walling Lines KEY TERMS service quality depends heavily on the quality of the buyer-seller interaction. ; Internal marketing Marketing by a service firm to train effectively and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction. ; Organization image The way a person or group views an organization. ;Physical evidence Tangible clues such as promotional material, employees of the firm, and the physical environment of the firm.
Physical evidence is used by a service firm to make its product more tangible to customers. ; Revenue management A pricing method using price as a means of matching demand with capacity. ; Service culture definition to look like this. Definition to look like this. ; Service inseparability A major characteristic of services; they are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. Service intangibility A ajar characteristic of services; they cannot be seen, tasted, felt, heard, or smelled before they are bought. ; Service permissibility A major characteristic of services; they cannot be stored for later use. ; Service-profit chain A model that shows the relationships between employee satisfaction, customer satisfaction, customer retention, value creation, and profitability. ; Service variability A major characteristic of services; their quality may vary greatly, depending on who provides them and when, where, and how they are provided.