Hospitality and Tourism Marketing

Department of Marketing Management Hospitality and Tourism Marketing
College Business and Economics

Department Marketing Management
Course Title Hospitality and Tourism Marketing
Instructor Getnet
CHAPTER ONE
Introduction to Hospitality and Tourism Marketing
1.1 The Concept of Marketing
The term marketing has been defined by experts and here are some of the definitions:
(1) “ Marketing is a social and managerial process by which individuals and groups obtain what
they need and want through creating, offering and exchanging the products of value with others”.
(Philip Kotler,1994)- These must be a stated or implied demand and an ability to supply for a
market to exist.
(2) “Marketing is essentially concerned with prediction of people’s future behavior and an attempt
to influence their behavior in some particular way.” (Colin McIver)
(3) “Marketing is a business process by which the existing and potential demand for goods and
services is determined, cultivated and supplied by the seller. The process includes the efforts of all
functional areas of the seller working in a concert to produce at the right price, time and place the
service or product that meets t he market’s demand and t he marketer’s profit goal.”(Dr. William
Kaven)
(4) It is working with markets to bring about exchanges for satisfying human needs and wants. It is
a human activity directed at satisfying needs and wants through exchange process. Exchange
processes involve work. Sellers have to search for buyers, identify their needs, design attractive
products, promote them, deliver them, and set prices.
1.2 Core Concepts of Marketing

The core concepts of marketing are discussed below:
Needs, wants and

demands
Markets Products
Core concepts
Of Marketing
Exchange, transaction and Value, satisfaction and

relationship marketing quality
Figure: Core concepts of marketing
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Compiled by Getnet A.
Needs, Wants and Demands

Needs: the most basic concept underlying marketing is that of human needs. A human need is a state of
felt deprivation. Included are the physical needs for food, clothing, warmth, and safety as well as social
needs and belonging and fame, and individual needs for knowledge and self-expression. These needs
were not invented by marketers but are part of the human makeup.
When a need is not satisfied, a void exists. An unsatisfied person will do one of two things: look for an
object that will satisfy the need, or try to reduce the need. People in industrial societies try to find or
develop objects that will satisfy their desires; people in poor societies try to reduce desires to what is
available.
Wants: human wants are the form human needs take as they are shaped by culture and individual
personality. Wants are how humans communicate their needs. Wants are described in terms of objects
that will satisfy needs. As a society evolves, the wants of its members expand. As people are exposed to
more objects that arouse their interest and desire, producers try to provide more want-satisfying products
and services.
Demand: people have almost unlimited wants, but limited resources. They choose products that produce
the most satisfaction for their money. People choose the product whose benefits add up to the most
satisfaction, given their wants and resources. When backed by buying power, wants become demands.
Products
People satisfy their needs and wants with products. A product is anything that can be offered to satisfy a
need or want. The concept of products is not limited to physical products only. Anything capable of
satisfying a need can be called a product. More broadly defined, products also include such other entities
as experiences, persons, places, organizations, information and ideas. Thus, the term product includes
much more than just physical goods or services. Consumers decide which events to experience, which
tourist destinations to visit, which hotels to stay in, etc.
Value, Satisfaction and Quality
Consumers usually face a broad array of products and services that might satisfy a given need. How do
they choose among these many products and services? Consumers make buying choices based on their
perception of value that various products and services deliver.
Customer Value: is the difference between the benefits that the customer gains from owning and/or
using a product and the costs of obtaining the product. Costs can be both monetary and non monetary.
One of the biggest non monetary costs for hospitality customers is time.
Customer Satisfaction: depends on a products’ perceived performance in delivering value relative to
the buyer’s expectation. If the product’s performance falls short of the customer’s expectations, the
customer is dissatisfied. If the performance matches expectations, the buyer is satisfied. If performance
exceeds expectations, the buyer is delighted.
Customer expectations are based on past buying experiences, the opinions of friends, and marketer and
competitor information and premises. Marketers must be careful to set the right level of expectations. If
they set expectations too low, they may satisfy those who buy, but fail to attract new customers. If they
set expectations too high, customers will be disappointed. Highly satisfied customers make repeat
purchases, are less price sensitive, remain customers longer, and talk favorably to others about the
company and its products.
Quality: has a direct impact on product or service performance. Thus, it is closely linked to customer
value and satisfaction. It can be defined as ‘freedom from defect’. American Societies for Quality Control
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defines quality as ‘the totality feature and characteristics of a product /service that bear on its ability to
satisfy customer needs’.
These customer focused definitions suggest that quality begins with customer needs and ends with
customer satisfaction. The fundamental aim of today’s total quality movement (TQM) has become total
customer satisfaction. The TQM is an approach in which all the company’s personnel are involved in
constantly improving the quality of products, services and business processes.
Many companies, however, adopted the language of TQM but not the substance, or viewed TQM as a
cure-all for the company’s problems. When applied in the context of creating customer satisfaction,
however, total quality principles remain a requirement for success.
Exchange, Transaction and Relationships
Exchange: is the act of obtaining a desired object from some one by offering something in return.
Exchange marketing occurs when people want to satisfy needs and wants through exchange. It is one of
several ways people can get a desired object.
As a means of satisfying needs, exchange has much in its favor. People don’t have to prey on others or
depend on charity. Nor do they need the skills to produce every necessity for themselves. They can
concentrate on making the things that they are good at making and trade them for needed items needed by
others. Through a division of labor and specification, the people in a society produce more than with any
alternative system.
Where as exchange is the core concept of marketing, transaction is marketing’s unit of measurement. A
transaction consists of a trade of values between two parties. A transaction involves at least two things of
value, conditions that are agreed to, a time of agreement and place of agreement. We must be able to say
A gives X to B and gets Y in return at a certain time and place within certain understood conditions.
Relationship Marketing: smart marketers build strong economic relationships with social ties by
promising and consistently delivering high-quality products, good service, and fair service. Relation
marketing involves creating, maintaining and enhancing strong relationships with customers and other
stakeholders- distributers, dealers, suppliers, etc. Relationship marketing is most appropriate with
customers who can most affect the company’s future.
Market
The concept of transaction leads to the concept of market. A market is a set of actual and potential
buyers who may transact with a seller. Sellers constitute the industry and buyers constitute the market.
1.4. Marketing Management Philosophies

There are five concepts under which organizations conduct their marketing activity. These are:
1.4.1. Manufacturing (Production) Concept it is one of the oldest philosophies guiding sellers. This
concept holds that consumers will favor products that are available and highly affordable, and therefore
management should focus on production and distribution efficiency. The problem with concept is that
management may become so focused on manufacturing systems that they forget the customers.
1.4.2. Product Concept
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The product concept holds that consumers prefer existing products and product forms, and the job of
management is to develop good versions of these products. This misses the point that consumers are
trying to satisfy needs and might turn to entirely different products to better satisfy those needs, such as
motels instead of hotels.
1.4.3. Selling Concept
The selling concept holds that consumers will not buy enough of the organization’s products unless the
organization undertakes a large selling and promotion effort. The aim of a selling focus is to get every
possible sale, not to worry about satisfaction after the sale or revenue contribution of the sale. The selling
concept does not establish a long term relationship with customers, because the focus is on getting rid of
what one has rather than creating a product to meet the needs of customers.
1.4.4. Marketing Concept
It is a more recent business philosophy and one that is being rapidly adopted in the hospitality industry.
This concept holds that achieving organizational goals depends on determining the needs and wants of
target markets, and delivering the desired satisfaction more effectively and efficiently than competitors.
Unlike the selling concept, it takes an outside in perspective. In the marketing concept, the company
coordinates all the activities that will affect customer satisfaction and makes its profits by creating and
maintaining customer satisfaction.
Starting Point Focus Means Ends
The Selling Concept factory existing selling and profits through

Products promoting sales volume
The Marketing Concept market customer integrated profits through

Needs marketing customer satisfaction
Figure: Selling and Marketing Concepts Contrasted
1.4.5. Societal Marketing Concept
It is the newest marketing concept. The societal marketing concept holds that the organization should
determine the needs, wants and interests of target markets and deliver the desired satisfactions more
efficiently and effectively than competitors in a way that maintains or improves the consumers’ and
societies’ wellbeing. The societal marketing concept questions whether the marketing concept is adequate
in an age of environmental problems, resource shortages, rapid population growth, worldwide inflation,
and neglected social services. It asks if the firm that senses, serves and satisfies individual wants is
always doing what is best for consumers and societies in the long run. The pure marketing concept
ignores possible conflicts between short run consumer wants and long run societal needs.
Marketing in hospitality and tourism
The problem of Marketing in tourism is somewhat different from the problem of traditional product
marketing. The differences are the result of the characteristics of tourism supply and demand. Tourism,
first of all, is a service. An intangible experience is being sold, not physical goods that can be inspected
prior to purchase. Because it is a service, production and consumption is takes place at the same time.
The second important factor that makes tourism different from other industries is that the service
provided-a vacation – is in fact an amalgam of several products and servises vacation has a transportation
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component, a lodging component, a food and beverage components, an attraction component, an

activities component, and so on. These components are usually offered by different firms, and they may
be marketed directly to the tourist, or combined in to a package in which they are offered as one vacation
but the services are supplied by different firms. This lack of control over the entire vacation means that
great deal of the interdependence results. A satisfied tourist results from many independent businesses
each are providing a satisfying part of the total vacation. The marketing effort of each of the parts are
thus affected by the efforts of others providing a part of a vacation. The satisfaction provided is also a
function of the human element providing the service. This also very difficult to control in terms of the
consistent quality of service provided.
The third factor that makes tourism different from other industries concerns the role of travel
intermediaries. Because most tourist services are located at distance far from their potential customers
and specialized intermediaries: organizations that operate between the producer and the tourist are often
necessary to bridge the gap.
The last factor that makes tourism different from other industries relates to demand. Tourism demand is
highly elastic, seasonal in nature, and subject to subjective factors such as test and fashion as well as the
more objective factors of demand such as price.
Generally, we can see H &T in different ways:
The H & T industry is about service. The hospitality industry provides service to people when they are
away from their home, and sometimes even when they are home. For example, home delivery of food
would be part of the hospitality industry
The H &T industry is about diversity. There are small, large, privately owned, and publicly owned
businesses. There are people of every socioeconomic class, cultural background, race, age, and religion
involved with H &T, both in providing and receiving the services. The H & T industry reaches every
corner of the globe, while providing jobs, entertainment, food, transportation, and a place sleep.
The H & T industry is about entrepreneurs. Entrepreneurs are people that start businesses. The H & T
industry is full of businesses that serve people and are owned by a single person or family. This means
not only there are many H & T jobs working for someone else, there is a lot of H &T opportunity to work
for you. Worldwide examples of entrepreneurs creating small businesses that became big business are:
McDonalds, Marriott hotels, Holiday Inn hotels, Albertsons food stores, and Southwest Airlines.
The hospitality industry is complex. It covers a wide range of jobs, locations, activities, and economic
brackets. When people travel they use hospitality services and when people spend money on hospitality,
the businesses in that industry and the businesses that support that industry grow. Tourism helps many
economies, on a local and national level.
What is Tourism?
Tourism is now widely recognised as the world's largest industry and its growth is creating rapid social,
economic and environmental changes which require detailed understanding and measures to manage it.
Tourism is now becoming a major area of study among students all over the world and its development
and management hold many career opportunities for students.
• Tourism arises from the movement of people to, and their stay in, various destinations;
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• There are two elements in all tourism; the journey (guzo) to the destination and the stay (menor)
including activities at the destination;
• The journey and the stay take place outside the normal place of residence and work, so that tourism
gives rise to activities, which are distinct from those of the resident and working populations of the
places, through which tourists travel and in which they stay;
• The movement to destinations is of a temporary, short-term character, with intention to return within a
few days, weeks or months.
By studying tourism, you will start to understand how people, travel, and their interaction give rise to
changes in society, the economy and environment at a global scale, studying Tourism Management will
equip you with the necessary skills from a management perspective which will be invaluable in seeking
to understand what the tourism industry need to do to improve their competitive edge, grow their
business and seek out new business opportunities.
Tourism Motivation
Even if people have the time, the money and the mobility to travel, tourism wilt not occurs unless people
have the motivation to take a trip. Motivation to travel may spring from a variety of needs. There are
seven reasons for travel:
1. Explorer: These tourists look for discovery and involve with local people.
2. Elite: People, who favour special, individually tailored trips to exotic places.
3. Offbeat: These are filled with a desire to get away from the usual humdrum life.
4. Unusual: Visitors who are looking forward to trips with peculiar objectives such as physical danger or
‘/isolation.
5. Incipient Mass: A steady flow, travelling alone or in small, organised groups using some shared
service
6. Charter: Mass travel to relaxation destinations which incorporate as many standardised, developed
world facilities as possible.
Each of these categories has a corresponding range-of impact on the host (asetngage) society and
destination. Cohen has suggested a cognitive normal typology to describe what travel means to different
people. Thus tourism could be-
1. Recreational: One of the common forms of the objectives to travel here is to relieve the tensions and
strains of work, involves no deeper significance.
2. Diversionary: When the visit is a true escape from the boredom and routine of home life.
3. Experiential: The tourist here is a modem pilgrim
The Tourism Products and the Supply Factors
The supply factors-mix of destinations, facilities and services-can be divided into five broad types:
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1. Attractions: These may be natural (flora, fauna) or manmade.
2. Transport: Tourism growth is closely related to the supply and extent of development in transport
systems.
3. Accommodation: A critical component of the supply factor, accommodation can be further divided
into commercial sector (hotels, guest houses, holiday camps) and private residences.
4. Support and auxiliary services: Cover a large array of supporting services such as shops, restaurants,
banks and medical centres.
5. Physical and Communication Infrastructure: To make available the facilities mentioned above, the
infrastructural requirements needed are covered under this head. Examples are roads, airports, electricity,
sewage disposal etc. These are generally provided by Govt. because of high capital costs.
What is hospitality?
Hospitality is the relationship between guest and host or the act or practice of being hospitable, that is
reception & entertainment of guest, visitor, or stranger, with liberality and good will. Hospitality
frequently refers to the hospitality industry which includes hotels, restaurants, casinos, catering, resorts,
membership club, and other services for travellers and tourists. It is also known as the act of generously
providing care and kindness to whoever is need, or it is kindness in welcoming guests or strangers.
Hospitality Product
The hospitality products are an output of the hotel and catering industry and can be defined as the set of
satisfactions and dissatisfactions that a customer receives from a hospitality experience. These
satisfactions could be physiological, economic, social or psychological. Medilik has identified basic
components of hotels which contribute to these satisfactions/dissatisfactions. These are:
1. Location: Defines the geographical placement of a hotel in a particular village or town. Within a given
area specific location defines access and convenience, freedom from noise and other disturbances,
attractiveness of surroundings.
2. Facilities: Include the infrastructural and recreational facilities-bedrooms, restaurants, bars, conference
rooms; swimming pools, tennis courts etc.
3. Services: Such as personal attention. Image: Defined by the way the hotel is perceived by consumers at
large. Price is an expression of value provided by the hotel through its location, facilities and satisfaction
derived by the consumers from the" use of the above elements of the service product.
Core, Tangible and Augmented Hospitality Products:
The core product in case of an hospitality service is a fundamental benefit that the consumer receives.
Hospital products channel different core benefits to the consumers. The core product in case of an
hospitality service is a fundamental benefit that the consumer receives. Augmented product is the
complete product offering including the atmospherics, behaviour of the staff, decor and the accessory
service like transportation to and fro, communication and secretarial assistance.
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Classification of Hotels:
Hotels are classified in different ways. The most widely used classifications are which classifies hotels by
type and awards a star rating.
Hotels are classified as
1. Star: Simple in furnishing or menu or service. Maybe managed well by the proprietor personally.
2. Star: Formal reception arrangements and more employed staff. More accommodation of a higher
standard.
3. Star: Small luxury hotels offering a high degree of comfort. Telephones in bedrooms. Bedrooms with
private bathrooms. Full meal facilities.
4. Star: Large hotels with full brigade of professional staff. Reception porterage and room service at all
hours. Post Office and telephones in all bedrooms. Conference and recreation facilities
5. Star: Large luxury hotels offering the highest standard of accommodation, service, and comfort.
1.1.2 The Marketing Mix
The term marketing mix has been used by marketing managers for a long time. The concept of the
marketing mix has gained universal acceptance. It is important for hospitality marketing students to
understand this concept, both conceptually and strategically. This section outlines the major components
of the traditional marketing mix, and the next section covers the hospitality marketing mix that was
offered as an alternative for the industry. We will explain the similarities and differences between the two
approaches. A successful hospitality organization is one that focuses on the needs and wants of the
consumers and markets the product-service mix of the operation.
Management of this type of operation involves integrating the components of the marketing mix into a
marketing program that will appeal to potential consumers and meet the goals and objectives of the firm.
1.1.3 The Traditional Marketing Mix
The marketing mix, many believe, consists of four elements, often called the four P’s of marketing:
PRICE
The price component refers to the value placed by a firm on its products and services. Some of the
decisions involve pricing the product line, discounting strategies, and positioning against competitors.
PRODUCT
This component refers to the unique combination of goods and services offered by a firm to consumers.
The product includes both the tangible and intangible elements of the service offering. Product decisions
involve product attributes such as quality, the breadth and mix of the product line (i.e., the number and
type of products and services offered by a firm), and services such as warranties and guarantees.
PLACE
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The place component refers to the manner in which the products and services are being delivered to
consumers. This component is sometimes referred to as distribution, and it involves decisions related to
the location of facilities and the use of intermediaries. In addition, the marketing of services includes the
decision regarding customer involvement in the production process.
PROMOTION
This component refers to the methods used to communicate with consumer markets. The promotion mix
includes advertising, personal selling, sales promotions (e.g., coupons, rebates, and contests), and
publicity. These are the vehicles that can be used to communicate the firm’s intended messages to
consumers. The decisions for promotion involve the amount to be spent on each component of the
promotion mix, the strategies for each of the components, and the overall message to be sent.
To achieve success in marketing a hospitality operation, a manager must closely examine and understand
all of the components of the marketing mix. To be successful, these components must be combined into
well-conceived marketing programs and managed properly. There is no magical formula that will
guarantee success. If there were, no hospitality operation would ever fail or go out of business. Yet each
year, many hospitality operations fail because they are not able to combine the elements of the marketing
mix into effective marketing programs, or they fail to implement them properly.
1.2 The Hospitality Marketing Mix
Just as researchers have demonstrated distinct differences between goods and services, some researchers
believe that the traditional four P’s approach to the marketing mix does not apply to the hospitality
industry. Rather, a modified marketing mix is more appropriate. This hospitality marketing mix consists
of five components:
PRODUCT-SERVICE MIX.
This is a combination of all the products and services offered by the hospitality operation, including both
tangible and intangible elements. For example, it includes such things as the type of guest room, the
amenities offered, and the broad array of elements offered to the consumer.
Keep in mind that once a hospitality consumer leaves the hotel or restaurant, there is nothing tangible to
show. Because the consumer has purchased and consumed the service, the largest part of the hospitality
industry product-service mix is indeed the intangible elements of service.
PRESENTATION MIX.
This includes those elements that the marketing manager uses to increase the tangibility of the product-
service mix as perceived by the consumer. This mix includes physical location, atmosphere (lighting,
sound, and colour), and personnel.
COMMUNICATION MIX.
This involves all communication that takes place between the hospitality operation and the consumer. It
includes advertising, marketing research, and feedback about consumer perceptions. The communication
mix should be viewed as a two-way communication link, rather than as a simple one-way link with the
hospitality operation communicating to the consumer. This two-way link allows for the traditional
advertising and promotion that flow from the seller to the buyer, but it also allows for marketing research
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and other data collection vehicles. In these cases, the seller is seeking information and data from the
consumer, thereby establishing open communication with the various market segments
There are some similarities and differences between the traditional marketing mix and the hospitality
marketing mix. In the hospitality version, the product component is expanded to include some aspects of
distribution. People are part of the production process in services, and distribution occurs in the presence
of the consumer. The communication mix is almost identical with the promotion component in the
traditional marketing mix, although it does include some additional communications such as marketing
research. Finally, the presentation mix represents the largest departure from the traditional marketing
mix. It includes price and some of the aspects of the place component such as location, and it adds
elements such as atmosphere and the personal contact between customers and employees.
PRICING MIX
In addition to the actual price a firm charges, the pricing mix encompasses the consumer’s perception of
value. The pricing mix includes such variables as volume discounts and bundling multiple products
together for an overall discounted price. This bundling approach is used extensively by fast-food chains
as a method to increase spending per customer.
DISTRIBUTION MIX.
This includes all distribution channels available between the firm and the target market. Historically,
distribution occurred at the point of production, such as the restaurant where the food was produced. This
has changed since newer distribution channels, such as the Internet, have developed; the importance of
the distribution mix has increased. The marketing mix, whether designed in the traditional or modified
hospitality services format, is an important concept for managers of marketing functions. Initially, the
marketing mix is used to formulate a marketing strategy and plan, but it pervades all aspects of marketing
management. Several external factors can reduce the effectiveness of the manager’s efforts to
successfully implement all the components of the hospitality marketing mix.
These factors, which may have either direct or indirect influence, are consumer perceptions, attitudes, and
behavior; industry practices and trends; local competition; broad national and international trends; and
government policy and legislation.
Marketing within the Organization
Marketing management, as practiced today, differs tremendously from the techniques used earlier.
Marketing within the hospitality and travel industry is in a constant state of flux, as corporations plan,
implement, and evaluate new marketing strategies and tactics. Marketing management practices and
techniques should be analyzed and used as guidelines, but it is necessary for each hospitality organization
to adjust and modify these general guidelines and techniques as dictated by the competitive environment.
The competitive environment is ever changing, and this serves to attract management personnel who
want to be continuously stimulated and who don’t want to work in a repetitive environment. It is also
important to remember that marketing is but one of the key result areas with which management must be
concerned. Within large hospitality organizations, specialists are hired to staff positions within each of
the functional areas. In small organizations, however, managers must wear many hats and successfully
perform all or some of these managerial functions. The following discussion places marketing in its
proper place as a major part of the successful management of any hospitality organization. To fulfil an
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organization’s potential; management must integrate its various key result areas and manage them
successfully. The key result areas are interdependent and must support each other, thereby increasing the
overall strength of the organization. The primary focus of all marketing efforts is to create and sustain
customers. In order to do this successfully, marketers must understand and work with other managers
who have responsibilities in the other key result areas discussed below.
Operations Management is responsible for the day-to-day operation of the hospitality facility. This
includes diverse activities such as purchasing, receiving, inventory control, production, service of guest
rooms, and all of the other activities that take place each day within a successful hospitality or tourism
operation. Without a strong focus on operations, the quality of the product-service mix is likely to be
poor or inconsistent. Problems in the operations area of a firm can lead to declining customer counts and
possible business failure. People in operations are mainly concerned with efficiency and cost
containment, which are best achieved by limiting product flexibility and standardizing production and
delivery. Conversely, marketing personnel are concerned with pleasing customers by providing them
with the types of products and services they prefer. This requires a good deal of variety and individual
customization that conflicts with the goals of production personnel. Management must balance the goals
of the two areas with the goals of the firm in order to be successful.
Finance
A central and overriding (principal) goal of all businesses, including hospitality and tourism
organizations, is to increase the wealth of the owners or stockholders. In periods of economic uncertainty,
such as during high rates of inflation, high interest rates, or periods of recession, skilled management of
the financial function becomes even more critical to the success of the hospitality organization.
All hospitality organizations need to focus considerable attention on this function to manage the
organization’s assets and financial affairs successfully. Most areas within a firm have bottom-line
financial responsibility, and managers need to understand the fundamentals of finance and accounting.
All firms have limited resources, regardless of size, and it is important to invest in areas that demonstrate
a high potential for mgveeting the targeted return. For example, financial considerations must be applied
when developing new products and services, creating advertising campaigns, and setting pricing policies.
Human Resources
As a service industry, the hospitality and tourism industry places a heavy emphasis on customer service.
The success of a hospitality venture depends greatly on the ability of its employees to provide a
consistently high level of customer service. Management is responsible for establishing the overall
direction, but it is left to each employee to implement management’s strategies and action plans. The
major activities of human resources include recruitment, selection, orientation, training, professional
development, benefits management, compliance with laws and regulations, and other aspects of
personnel relations. Historically, the turnover rate in the hospitality industry has been much higher than
in other industries. Wages tend to be low in relation to responsibility, and in some cases, there is a lack of
upward mobility unless the employee is willing to relocate. High rates of turnover for all positions
adversely affect the entire organization. It is the responsibility of the human resources department to
select employees who fit the profile of a dedicated service employee and then train them and provide
support throughout their careers. In essence, the human resources department must market the firm to
employees, who will then be motivated to market the firm and its products to customers.
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Research and Development
To compete successfully in the years ahead, hospitality firms must invest time and money in the key
result area of research and development. These efforts typically focus on developing new market
segments and new elements of the product-service mix. The growth of new concepts and new types of
product service mixes is an example of the outgrowth of research and development efforts. Lodging
organizations such as Choice Hotels International, Marriott International, Starwood Hotels and Resorts,
Promus Hotel Corporation, and others developed a ll-suite hotel brands and other segmented brands in
response to research and development efforts that identified a substantial consumer market for a specific
set of product-service mix attributes at varying price points. Each year, they further refine their products
and services offered to the travelling public with the goal of meeting and exceeding customer
expectations. Because it is unlikely that a single hospitality concept will be successful indefinitely,
management must be future-oriented and must anticipate necessary changes. Research and development
efforts must be attuned to what consumers will want in the future. Being ready and able to change to meet
future consumer needs is the real challenge of research and development.
Activities
 Explain different factors that makes problem of marketing in tourism industries different
from other industries?
 Discuss the differences and similarities of the traditional marketing mixes and hospitality
marketing mixes?
 What can you understand from this chapter?
__________________________________________________________________________________________________________
______________.
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CHAPTER- TWO
Hospitality and Tourism service system
2. Introduction to Services Marketing

The growth in the services sector of the worldwide economy has been phenomenal in the last 25
years. In the United States, services currently account for more than 75 percent of the gross
domestic product (GDP), which is a popular measure of an economy’s productivity. Similarly, on
an international scale, services continue to account for an ever-increasing percentage of economic
activity. Most new jobs are created in the service sector, and the growth in the hospitality and
tourism industry is a major contributor. Until the mid-1980s, the emphasis within the marketing
community was on products. Now services have surpassed products and have taken on a more
important role in marketing. Services, such as those offered by providers in the hospitality and
tourism industry, have developed marketing strategies and practices that are unique. It has been
established that the strategies, tactics, and practices that have been used successfully for product
marketers do not always work successfully for those who market services. With the distinct
differences between products and services in mind, the field of services marketing has evolved.
Services Defined
Unlike products, which are tangible, services are usually intangible. A service is not a physical
good; rather, it is the performance of an act or a deed. This performance often requires consumers
to be present during the production or delivery of the service. Service industries, including
hospitality and tourism, are actually selling consumers an experience.
Services have been defined to “include all economic activities whose output is not a physical
product or construction, is generally consumed at the time it is produced, and provides added
value in forms (such as convenience, amusement, timeliness, comfort or health) that are
essentially intangible concerns of its first purchaser.” Service employees such as front desk
agents, housekeepers, hostesses, wait staff, car rental agents, flight attendants, and travel agents
are responsible for creating positive experiences for customers. These frontline employees are
critical to the success of service firms and play boundary-spanning roles because of their direct
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contact with customers. These roles are important because customers’ perceptions of service
firms are formed as a result of their dealings with the boundary-spanning employees.50
2.1. Characteristics of service marketing
 Service marketers must be concerned with four characteristics of services: intangibility,

inseparability, variability, and perishability
1. Intangibility
Unlike physical products, services can not be seen, tasted, felt, heard or smelled before they are
purchased. Prior to boarding an airplane, airline passengers have nothing but an airline ticket and the
promise of safe delivery to their destination. Members of a hotel sales force do not sell a room; instead,
they sell the right to use a room for a specified period of time. When hotel guests leave, they have
nothing to show for the purchase but a receipt. Robert Lewis has observed that “Some one who purchases
the service may go away empty-handed but they do not go away empty-headed… they have memories
that can be shared with others”.
If we are going to buy a car, we can take it for a test drive; if we are going to buy meal at a restaurant, we
don’t know what we will receive until we have experienced the food and the service. To reduce
uncertainty caused by service intangibility, buyers look tangible evidences that will provide information
and confidence about the service. Tangibles such as the exterior of a restaurant and its cleanliness provide
signals as to the quality of the intangible service.
2. Inseparability
In most hospitality services, both the service provider and the customer must be present for the
transaction to occur. Customer-contact employees are part of the product. The food in a restaurant may
be good, but if the service person has a poor attitude or provides inattentive service, customers will not be
satisfied with their experience.
Service inseparability also implies that customers are also part of the product. Some customers may
disturb other customers and make their experience bad. Managers must manage their customers so that
they do not create dissatisfaction for their customers.
Another implication of inseparability is that customers and employees must understand the service
delivery system, since they are both coproducing the service. Customers must understand the menu
items in a restaurant so that they get the dish they expect.
3. Service variability
Services are highly variable. Their quality depends on who provides them and when and where they are
provided. There are several causes for service variability.
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a. Services are produced and consumed simultaneously, which limits quality control.
b. Fluctuating demand makes it difficult to deliver consistent products during periods of peak
demand.
c. It depends on the services provider’s skill/experience.
d. Time/length of service/tiredness.
e. Lack of communication. And heterogeneity of guest expectation.
4. Perish ability- cannot be put in inventory or stored for later use i.e. you can’t buy 2 haircuts
• Demand fluctuates and changes, sometimes depending on the season, or weather
eg. Taxi in the rain, vacation in summer
Marketing Strategy
Intangibility
• use personal information, sources, references
• use word-of-mouth
• contact customers after they buy (post purchasing communication)
Inseparability
• Emphasize how much you train your people - so their ability to give you good service will be high
• Have many locations so customers can get to you
• i.e. Insurance sales come to your home
Heterogeneity
• Use customized service
Perishability
• balancing demand and supply(capacity)
• knowing the season(time) when the demand increase or decrease
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2.2 THE SERVICES MARKETING MIX
 Are the traditional 4 P’s enough to successfully market services?

 Services marketers have to use additional variables to satisfy their customers for the following
reasons.
 Services are produced and consumed simultaneously
 Customers are often present in the service production process
 As services are intangible customers are looking for tangible cues
 What are the seven services marketing mix?
1. Product
2. Price
3. Place (distribution)
4. Promotion
5. People
6. Physical evidence
7. Process
People: All human actors who play part in the service delivery provide cues to the customer and
influence the quality of the service
 People include:
The firms personnel, The customer, Other customers in the service environment
The firm’s personnel, Investments in employees’ success are key drivers of business success and
The firm’s personnel influence the nature of the service in terms of their:
 Appearance
 Dressing
 Attitude and Behavior
Physical Evidence and the Services cape
 Physical evidence is:
the environment in which the service is delivered and where the firm and the customer interact,
and any tangible commodities that facilitate performance or communication of the service.
Process
 It refers to the actual procedures, mechanisms, and flow of activities by which the service is
delivered – the service delivery and operating systems.
2.3 The Product Life Cycle (PLC) and Strategies
The concept of product life applies to a generic categories of product (microwave ovens and
microprocessors for example) and not to specific brands (sharp and Intel, respectively). A product life
cycle consists of aggregate demand over an extended period of time for all brands comprising generic
product category.
It is worthwhile to accompany the sales volume curve with the corresponding curve for the product
category. After all, a business is interested ultimately in profitability, not just sales.
The shapes of these two curves vary from one product category to another still, for most categories, the
basic shapes and the relationship between the sale and profit curves are as illustrated in the figure above.
In the latter part of the growth stage, the profit curve starts to decline while sales volume is still rising.
Profits decline because the companies in an industry usually must increase their advertising and selling
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efforts and /or cut their prices to sustain sales growth in the face of intensifying competition during the
maturity stage.
The Introduction stage/ Launching
 Sometimes called pioneering stage
 During this stage a product is launched into the market in a full scale marketing program. It has
gone through product development, including idea screening, prototype, and market tests.
 This period ends when awareness of the product is high enough to attract wider users so sales then
increases at a steeper rate.
 Typical conditions associated with the introduction stage are:
 High product failure rate,
 Relatively few competitors,
 Limited distribution (often exclusive or selective)
 Promotional expenditure is relatively high in relation to sales and economies of scale are
not yet possible.
 The goal of this stage is to create awareness. This usually involves disproportionate level of
marketing expenditure relative to sales revenue. This should be regarded as an investment in the
product’s future.
Marketing Strategies during this Stage

Pricing
The company has two strategic options:
A. a skimming pricing strategy: involves the application of a high price to a small target group of
consumers (typically innovators and early adopters). Whilst the product remains distinctive,
growth can be encouraged by a planned series of progressive price reductions.
B. A penetration pricing strategy: pricing the product at a lower level and is appropriate where
demand is elastic and high levels of competitive activity. It is to attract the largest possible of
new buyers early in the product’s life. This pricing can help the company to discourage
competitive entry.
Distribution: distribution decisions are determined by expected penetration or skimming and it is

important that the product is available to the intended marketing. Out of stock situations provide
competitors with opportunities to take market share that can be costly to win back.
Promotion: profits are negative or low in the introduction stage. Promotional expenditures are at
their highest ratio to sales because of the need to
The Growth Stage
 Is marked by a rapid climbs in sales
 Early adopters like the product and additional consumers start buying it.
 New competitors enter, attracted by the opportunities. They introduce new product features and
expand distribution.
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 Profit usually peaks during this stage.

 Product sales in the growth stage grow at an increasing rate because of new people trying or using
the product.
 Prices remain where they are or fall slightly, depending on how fast demand increases.
 Companies maintain their promotional expenditures at the same or at a slightly increased level to
meet competition and to continue to educate the market.
 Sales rise much faster than promotional expenditures, causing a welcome decline in the promotion
sales ratio
 Profits increase during this stage as promotion costs are spread over a large volume and unit
manufacturing costs fall faster than price declines owning to the producers learning effect.
Product: changes start to appear in the product during this stage. To help differentiate a company’s
brand from its competitors, and improved styling and quality or new features are added to the original
design, and product proliferation occurs.
 Different sizes, flavors, etc.
Promotion: promotional expenditure still features strongly because this is the best time to acquire market
share. It should, however, be at a level that does not drain profits.
 The emphasis of promotional effort changes form creating product awareness to specific brand or
trade name promotion. Advertising shifts to stimulating selective demand, in which product benefits
are compared with those of competitors’ offerings. i.e. shift from product – awareness advertising to
product – preference advertising.
Distribution: the firm during this stage enters new market segments. It increases its distribution
coverage and enters new distribution channels. I.e. channels are added as demand increase and customers
accept the product.
Pricing: the company lowers prices to attract the next layer of price sensitive buyers as the stage is at its
end.
The Maturity Stage
 Characterized by a slowing of total industry sales for the product class
 Also, weaker competitors begin to leave the market
 Most consumers who would buy the product are either repeat purchasers of the item.
 Much marketing activity is devoted to this stage.
 Sales continuing to grow, but at a much decreased rate,
 Attempts to differentiate and re-differentiate products,
 Prices falling in battles to retain market share. Profits falling correspondingly because of fierce
competition.
 A key task of marketing strategy during maturity is to retain market share promotions role should be
to reinforce brand loyalty.
 Industries widely thought to be mature—autos, motorcycles, television, watches, and cameras—were
proved otherwise by the Japanese, who found ways to offer new value to customers.
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1. Market Modification
2. Product Modification
The Decline Stage
 The decline stage occurs when sales begin to drop
 Frequently, a product enters this stage not because of any wrong strategy on the part of the company
but because of environmental changes. Technological innovation often comes before the decline
stage as newer technologies replace older ones.
 The word-processing capability of PCs pushed type writers into decline
 Compact disc did the same to cassette types in the prerecorded music industry
 Sales also decline because of shifts in consumer tastes, and increased domestic and foreign
competition. All lead to over capacity, increased price cutting, and profit erosion.
A company will follow one of two strategies to handle declining products:
1. Deletion: product deletion, or dropping the product from the company’s product line, is the most
drastic strategy.
2. Harvesting: is when a company keeps the product but reduces marketing costs. It calls for
gradually reducing a product or business’s costs while trying to maintain sales. The first step is to
cut R & D costs and plant and equipment investment. The company might also reduce product
quality, sales force size, marginal services, and advertising expenditures. It would try to cut these
costs without letting customers, competitors, and employees know what is happening. It is
difficult to execute. Coca-cola still sells Tab, its firs diet cola, to a small group of die-hard fans.
According to cok’s CEO, “it shows you care we want to make sure those who want Tab, get Tab.”
2.4 TOURIST AREA LIFE CYCLE
The tourist area life cycle is similar to the product life cycle. Like products, tourist destinations
have a finite life and evolve through four stages of development, from inception (introduction) to
growth, maturity, and finally decline. However, just as with products, once a destination reaches
maturity it can extend this stage by going through some changes and rejuvenating itself. This
could involve adding more tourist attractions or accommodations, or targeting a new market. For
example, many cities along beaches in the southern United States followed Fort Lauderdale,
Florida, and targeted the spring break crowd from universities and colleges. Each stage of
development has its own set of opportunities and threats for the local area.
Inception Stage
The inception stage of the tourist area life cycle is when the more adventurous travellers find
destinations that aren’t frequented by the masses. These travellers are normally looking for places
that haven’t become major tourism destinations. The new destinations don’t have the
infrastructures or the commercial enterprises that are found in the more established tourism
destinations. One of the major appeals of the new destinations is the ability to interact with the
resident populations and experience the local environment. These early tourists are welcomed by
the host population, and some of the tourists decide to become residents. For example, Walt
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Disney World was started as a small theme park in a remote area around Orlando, Florida, in
1971. After visiting the park, tourists began to move to Orlando and the city started to grow.
Growth Stage
The growth stage of the tourist area life cycle sees an increase in the number of tourists based on
the word of mouth generated by the adventurous travellers. The number of tourism support
businesses begins to increase, but most of the accommodations and restaurants are still owned
and operated by local residents. There is not much planning for the regional development during
this stage, often leading to the creation of a tourism organization to address the needs of the
region. The local residents have more interaction with visitors that may enlighten them about the
opportunities that exist for education, politics, and economic development. During this stage,
there is an increase in the use of technology and improvements are made to the local
establishments. As this stage progresses, the interaction between tourists and local residents
becomes less personal and more businesslike. For example, many support businesses such as
hotels, restaurants, and other retail establishments emerged in the Orlando area due to the success
of Walt Disney World. Also, contractors moved to the area and a convention and visitors bureau
was formed.
Maturity Stage
The maturity stage of the tourist area life cycle is characterized by a shift from local control of
businesses to more outside ownership and larger establishments. This causes the local economy
to become more dependent on large corporations with a lack of empathy for the local population.
More of the businesses are franchised and more people migrate to the area because labor is
needed to support the increase in tourism. This results in more conflicts between the original
residents and the new residents. In addition, the area becomes more crowded, and there are other
negative impacts, like an increase in crime and pollution. Finally, there is an economic divide
between the people who prosper as a result of the increased tourism and those who are directly
involved. For example, the Orlando area became saturated with corporate chains and franchises
that wanted to cash in on the success of Walt Disney World. The city became crowded and the
original residents no longer enjoyed the peace and tranquillity that attracted them to the area.
Decline Stage
The decline stage in the tourist area life cycle is characterized by an abundance of tourism
facilities and services. The market becomes saturated, and tourists’ experience becomes less
satisfying. In some cases, the negative impacts of tourism outweigh the benefits associated with
the increase in visitation, and the local population loses its enthusiasm for entertaining tourists.
The adventurous travellers who discovered the area are disillusioned by the commercialization
and look for new destinations. Some of the less efficient firms go out of business, and the area is
left with large franchises and chain operations. A destination can attempt to avoid or postpone the
decline stage by finding a way to rejuvenate the area. This could include the addition of new
attractions or focusing on a niche market. For example, the introduction of Walt Disney World
rejuvenated the area when Cypress Gardens (an original attraction outside Orlando) started to
show a decline in visitors.
2.5 Management Strategies for Service Business
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Good service firms use marketing to position themselves strongly in chosen targets. Services managers can do
several things to increase service effectiveness in the face of intrinsic service characteristics. Successful service
companies focus their attention on both their employees and customers. They understand the service profit chain,
which links service firm profits with employees and customer satisfaction..
Today as competition and costs increase, and productivity and quality decrease, more marketing sophistication is
needed. Service companies face the task of increasing three major marketing areas: their competitive
differentiation, service quality and productivity.
Management strategies for service businesses- include the following:
1. Tangiblizing the service product- promotional material, employees’ appearance, and the service firm’s
physical environment can help tangibilize the service. Promotional material, employees’ appearance, and the
service firm’s physical environment all help tangiblize the service. Below are some of the ways which help to
tangiblize the service product.
a. Employee uniform and costumes- these have a legitimate and useful role in differentiating one hospitality
firm from another and for instilling pride in the employees.
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b. Physical surroundings- Physical surroundings should be designed to reinforce the product’s position in
the customer’s mind. You should avoid such things as sighns with missing letters, burned-out lights,
parking lots which are full of trash, etc.
c. “Greening” of the hospitality industry- the use of outside natural landscaping and inside use of light and
plants has become a popular method of creating differentiation and tangibilizing the product.
2. Managing employees- in the hospitality industry, employees are a critical part of the product and marketing
mix. The human resource marketing departments must work together.
3. Managing perceived risk- the high risk that people perceive when purchasing hospitality products increases
loyalty to companies that have provided them with a consistent product in the past. One way of combating concern
is to encourage the client to try the product in a low-risk situation. Some service companies also provide
Familiarization trips to meeting planners and travel agents.
4. Managing capacity and demand- because services are perishable, managing capacity and demand is a key
function of hospitality marketing. First, services must adjust their operating systems to enable the business to
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operate at maximum capacity. Second, they must remember that their goal is to create satisfied customers.
Research has shown that customer complaints increase when service firms operate above 80% of their capacity.
5. Managing consistency- consistency is one of the key factors in the success of a service business. Consistency
means that customers will receive the expected product without unwanted surprise. E.g. in the hotel industry this
means that a wak eup call requested at 7:00am will occur as planned.
CHAPTER-THREE
UNDERSTANDING HOSPITALITY AND TOURISM MARKETING
(CONSUMER OR GUEST BEHAVIOR)

What is a market?
 Marketers often use the term market to cover various groupings of customers.
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 They view sellers as constituting the industry and buyers as constituting the
market.
Markets are broadly classified as consumer and industrial markets. Consumer markets
consist of purchasers and/or individual household members who intend to consume or
benefit from the purchased products and who do not buy products to make profits.
Industrial markets (organizational buyers), also called business-to-business markets, are
grouped broadly into producer, reseller, governmental, and institutional categories.
These markets purchase specific kinds of products for use in making other products, or
for day to day operations by others.
3.1. Consumer (guest) behavior
To be a bullfighter, you must first learn to be a bull.” Anonymous
“The most important ingredient in the success of an organization is a satisfied

customer”.
• Buying behavior is never simple.
• It is affected by many different factors, yet understanding it is the essential task of

marketing management.
• Consumer buying behavior refers to the buying behavior of final markets-
individuals and households who buy goods and services for personal consumption.
• The consumer market consists of all these individuals and households.
• How do consumers make buying decisions?
• Understanding consumers’ behavior and “knowing Customers” is never simple.

Customers may say one thing and do another. They may not be in touch with their
deeper Motivations.
3.2 Factors Influencing Consumer Behavior

1. Cultural factors
Culture
• Culture is the most basic determinant of a person’s wants and behavior and exerts
the broadest and deepest influence on consumer behavior.
• It comprises basic values, perceptions, wants, and behaviors a person learns
continuously in a society.
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• Culture is an integral part of the hospitality & travel business and determines what
we eat, how we travel, where we travel, and where we stay.
• Marketers try continuously to identify cultural shifts in order to devise new
products and services that might find a receptive market.
Subculture:
• Each culture contains smaller subcultures, or groups of people with shared value
systems based on common life experiences and situations.
– nationalities, religions, racial groups & geographic regions
• Subcultures make up important market segments, and marketers often design
products & programs tailored to their needs.
Social class; social stratification.
 Each social class is supposed to be relatively homogenous along with members
having similar values, interests, behaviors, recreational preferences etc. Generally
social classes reflect not only a single factor such as the income but it is measured
as a combination of occupation, education, residence area etc.
2. Social Factors
• Consumer behavior is also influenced by social factors, including the consumer
groups, family, social roles and status.
• Because social factors can strongly affect consumer responses, companies must
take them in to account when designing marketing strategies.
A. Groups- an individual’s attitudes and behavior are influenced by many small
groups.
Membership Groups
 Groups that have a direct influence and to which the individual belongs are called
membership groups. Some membership groups are;
(i) Primary Groups: These are groups who have a regular but informal interaction such
as family, neighbors, friends and co-workers
(ii) Secondary Groups: These groups are more formal and have less regular interaction.
These include organizations like religious groups, professional associations, and trade
unions.
Aspirational Groups:
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 These are groups to which a person likes to belong but is not the member of that
group.
B. Family: Family- has a strong influence on buyer behavior
C. Roles & Statuses: An individual’s position in each group can be defined in terms of
role and status.
• A role consists of the activities that a person is expected to perform according to the
persons around him/her.
• Each role carries a status reflecting the general esteem given to it by society.
• People often choose products which show their status in society.
For example, the role of marketing manager has more status in our society than the role of
a child. As a marketing manager, a person will buy the kind of clothing that reflects
his/her role and status.
3. Personal Factors
A buyer's decisions also are influenced by personal characteristics such as the buyer's age
and life-cycle stage, occupation, economic situation, and personality and self-concept.
I. Age and Lifecycle Stage
People change the goods and services they buy over their lifetimes. Tastes in food,
clothes, furniture and recreation are often age related. Buying is also shaped by the stage
of the family life cycle – the stages through which families might pass as they mature
overtime. Marketers often define their target markets in terms of life cycle stage and
develop appropriate products and marketing plans for each stage.
II. Occupation
A person's occupation affects the goods and services bought. Blue-collar workers tend to
buy more work clothes, where as white –collar workers buy more suits and ties. Marketers
try to identify the occupational groups that have an above – average interest in their
products and services. A company can even specialize in making products needed by a
give occupational group. For example, computer software companies will design different
products for marketing managers, accountants, engineers, lawyers and doctors.
III. Economic Situation
A person's economic situation will affect product choice. A person can consider buying
an expensive product (brand) if he/she has enough spendable income, savings, or
borrowing power. Marketers of income sensitive goods closely watch trends in personal
income, savings and interest rates. If economic indicators point to a recession, marketers
can take steps to redesign, reposition, and re-price their products.
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4. PERSONAL NEEDS AND MOTIVES.
A need is defined as a lack of something or the difference between someone’s desired and
actual states. Motive is defined as a person’s inner state that directs the individual
toward satisfying a felt need. For example, consumers may be hungry and tired (their
actual state), yet they desire to be well fed and rested (desired state). This felt need would,
therefore, cause them to have the motivation to seek out a restaurant where this need could
be satisfied.
Despite years of consumer behaviour research, it is very difficult, if not impossible; to
fully explain all of the needs consumers feel. The above Figure illustrates the role of needs
in consumer behaviour. Simply stated, needs lead to motivation, which leads to
behavioural intentions, which ultimately lead to observable behaviour. Following
behaviour, feedback affects and may change a consumer’s motivation. To continue our
earlier example, once the consumer had been to a particular restaurant, if the meal was
satisfying and met prior expectations, then the feedback would be favourable and the
consumer would likely plan to return to this particular restaurant. If, however, the meal
was not satisfying or did not meet prior expectations, then the individual’s negative
feelings would likely result in not returning to this particular restaurant. It is important to
remember that successful marketing is about identifying and then meeting or
exceeding the expectations of consumers.
In the mid-1900s, Abraham Maslow, an American psychologist, developed a model
identifying five classes of needs; today the model remains one of the influential
cornerstones of consumer behavior.
As shown in above Figure, Maslow’s hierarchy of needs is arranged in the following

order, from the lowest to highest level: physiological needs, safety needs, social and
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belonging needs, esteem needs, and self-actualization needs. Individuals are believed to
satisfy the lower-level needs before they move to the higher-level needs.
PHYSIOLOGICAL NEEDS
Physiological needs are primary needs for food, shelter, and clothing, which one must
have before thinking about higher order needs. Nearly all products and services offered to
consumers by hospitality and tourism firms address these needs.
SAFETY NEEDS
These second-level needs include personal security and protection from physical
harm. The movement toward greater security and safety within the hotel industry has
addressed these needs. Electronic door locks, increased lighting, outside entrances that are
locked after dark, and more sophisticated fire detection devices all are designed to meet
safety needs.
SOCIAL AND BELONGING NEEDS

Once needs at the lower two levels are satisfied, consumers look toward achieving social
acceptance by others. From the hospitality and tourism perspective, we cater to consumers
who want to join private clubs that offer a variety of social and recreational activities.
We also make consumers feel like they belong by making special products and services
available for frequent guests. Hotels that target longer-term guests, such as Marriott’s
Residence Inns, will often schedule social events for their guests in order to satisfy the
social needs of guests who are away from family and friends for an extended period of
time.
ESTEEM NEEDS
Once consumers feel accepted, they seek to enhance their self-esteem. Hospitality and
tourism companies cater to these individuals by providing a higher level of personal
service. For example, airlines provide first class and business class, in addition to coach.
Airlines also provide special lounges and waiting areas for frequent travellers and for
individuals who purchase memberships in their “airline clubs.” Another example is
expensive restaurants that offer only the finest food, beverages, and service. They
provide a level of products and services that cater to the esteem needs of guests, and they
expend a good deal of effort to make guests feel very special and important.
SELF-ACTUALIZATION NEEDS
The highest-level needs within Maslow’s hierarchy focus on an individual’s need to reach
his or her full potential. For the most part, these needs are often beyond the scope of what
hospitality and tourism marketers can expect to fulfil. However, there are examples from
within the hospitality and tourism industry regarding the consumer’s attempt to satisfy
self-actualization needs. For example, when guests are attracted to sports programs at
five-star resorts focusing on how to play the best golf or tennis possible, they are seeking
to reach a state of self-actualization with regard to the sport.
5. EXPERIENCE
Experience is also a major internal influence on consumer behaviour. As individuals
encounter new situations, such as dining in a particular restaurant for the first time,
they integrate their perceptions into an experience framework that influences future
decisions. The old adage “First impressions are important” applies directly to the
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hospitality and tourism industry. If consumers are turned off the first time that they walk
up to the front desk in a hotel or are greeted by a host in a restaurant, they are unlikely to
return. One of the factors that have led to the success of Walt Disney World is that the
staffs, called “cast members,” focus on the guests’ needs from the moment they arrive on
site until they depart. In the morning when carloads of excited families arrive, they are
greeted by smiling parking-lot cast members who help to get everyone’s day at Disney off
to a memorable start. These initial impressions are the start of a great day for the guests.
Hospitality managers must remember that people (consumers) are products of their
environments. Each new experience is integrated into a frame of reference against which
new situations are evaluated. This frame of reference includes each individual’s beliefs,
values, norms, and assumptions. Consider the following example. A guest who travels
more than 100 days each year checks into a hotel at which she has not previously stayed.
As the guest checks in, she is evaluating the quality of the service received against prior
check-in experiences. Based on her prior experience, she may believe that the check-in
process should not take more than 60 seconds to complete. Any time in excess of 60
seconds will likely result in dissatisfaction with the hotel. In this example, the guest has a
belief that check-in should be accomplished quickly and easily. This is the norm against
which the guest will judge all check-ins.
6. PERCEPTION AND ATTITUDE

Each day, consumers are exposed to thousands of stimuli. Some of these stimuli are
consciously received, resulting in a thought process, while others are simply ignored.
Perception is the process by which stimuli are recognized, received, and interpreted. Each
individual consumer perceives the world differently. Perceptions are manifested in
attitudes.
Attitudes are learned predispositions to act in a consistently favourable or unfavourable
manner. For example, some individuals’ attitudes are that fast-food meals are very good
because they are of high quality and low cost and come with fast and courteous service.
Other individuals’ attitudes are that fast-food meals are of low nutritional value and poor
culinary quality and that they are not visually attractive. Both types of individuals hold
attitudes based on their perceptions. Their perceptions may or may not be valid, but it is
important for the marketing manager to remember that perceptions are the way an
individual sees the world. In the mind of the individual consumer, the perceptions and
resulting attitudes are correct and valid. It is very difficult to change the perceptions and
resulting attitudes that individuals have developed over time.
3. 3 Types of Buying Behavior
There are four types of consumer buying behavior based on the degree of buyer
involvement and the degree of differences among brands.
 Complex Buying Behavior: Consumers undertake complex buying behavior when
they are highly involved in a purchase and perceive significant brand differences.
Consumers may be involved when the product is expensive, risky, purchase
infrequently, and highly self-expressive (e.g. Car). Typically the consumer has to learn
about the product category.
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 Dissonance-reducing Buying Behavior: It occurs when consumers are highly involved

with an expensive, infrequent, or risky purchase, but see little difference among
brands. For example a consumer buying carpeting may face a high-involvement
decision because carpeting is expensive and self-expressive. Yet buyers may consider
most carpet brands in a given price range to be the same. In this case, because
perceived brand differences are not large, buyers may shop around to learn what is
available, but buy relatively quickly. They may respond primarily to a good price or
purchase convenience. After the purchase, consumer might experience post-purchase
dissonance (after sale discomfort) when they notice certain disadvantage of the
purchased carpet or hear favorable things about brands not purchased. To encounter
such dissonance, marketer’s after-sale communications should provide evidence and
support to help consumers feel good about their brand choices.
 Habitual Buying Behavior: It occurs under conditions of low involvement and little
significant brand difference. For example, take Salt. Consumers have little
involvement in this product category- they simply go the store and reach a brand.
Consumers appear to have low involvement with most low cost, frequently purchased
products.
 Variety-seeking Buying Behavior: Consumers undertake variety-seeking buying
behavior in situations characterized by low consumer involvement, but significant
perceived brand differences. In such cases, brand switching occurs for the sake of
variety rather than because of dissatisfaction.
3.4 Consumer Buying Process

Consumer buying process passes through 5 stages:
Need/problem Evaluation of Purchase decision Post purchase
Information search
recognition alternatives behavior
The model appears to imply that consumers pass through all 5 stages with every purchase
they make. But in more routine purchases, consumers skip or reverse some of these stages.
A customer in a bar purchasing a glass of beer may go directly to the purchase decision,
skipping information search and evaluation of alternatives. This is referred to as automatic
response loop. The dream of every marketer is to have customers develop an automatic
response to purchase their products.
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Consumer buying decision processes are;

Need recognition: the buying process starts when the buyer recognizes a need or
problem.
Information search: An aroused consumer may or may not search for more
information. If the consumer's drive is strong and a satisfying product is near at hand, the
consumer is likely to buy it then. If not the consumer may not store the need in memory
or undertake an information search related to the need.
The consumer can obtain information from any of several sources:

- Personal Source: family, friends, neighbors, acquaintances.
- Commercial Sources: advertising, salespersons, dealers, packages, displays
- Other Sources: mass media.
As more information is obtained, the consumers' awareness and knowledge of the availabl
brands and features increase. A company must design a marketing mix to make prospects awar
of and knowledgeable about its brand. Consumers should be asked how they first heard about th
brand, what information they received, and what importance they placed on differen
information sources.
Evaluation of alternatives: the consumer uses information to arrive at a set of final brand
choices. To evaluate products, consumers look at product features, such as quality, price,
location, etc. the consumer attaches different degrees of importance to each attribute.
Purchase decision: in the evaluation stage, the consumer ranks the brads in the choice set
and forms purchase intentions. Generally, the consumer will by the most preferred brand.
Post purchase behavior: the marketing’s job does not end when the customer buys the
product. Following a purchase, the consumer will be satisfied or dissatisfied, depending
on the relationship between consumer expectation and perceived product performance.
Sellers must faithfully represent the product’s performance so that buyers are satisfied.
Almost all major purchases result in cognitive dissonance-a discomfort caused by post
purchase conflict.
Understanding the consumers’ needs and buying process is the foundation of successful
marketing. By understanding how buyers proceed through problem recognition,
information search, evaluation of alternatives, and the purchase decision, and post
purchase behavior, marketers can acquire many clues as to how to better meet customer
satisfaction.
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3.5 Corporate/ Organizational Buyer Behavior
What is a Business Market (Organizational buyers)?

The business market comprises all the organizations that buy goods and services for use in
the production of other products and services that are sold, rented, or supplied to others.
Purchase decisions differ between organizations and individual buyers, but both types of
buyers are trying to satisfy their particular needs. The buying process for organizations is
much more structured and formal in comparison to the individual buying process.
Characteristics of Organizational Buying
The organizational buying process includes the stages used by organizations to

determine needs (problem recognition), search for information, evaluate alternatives,
make a purchase, and evaluate the purchase (post consumption evaluation). In general,
organizations go through the same decision-making process as individual consumers.
However, there are some major differences between the activities within the stages.
• Larger-volume purchases
Organizational buyers usually purchase in large volumes.
• Derived demand
The demand for organization products is derived from the demand for consumer
products. For example, when the demand for insurance increases, insurance companies
have more sales meetings and sponsor more incentive trips. Corporations and
associations tend to have larger travel budgets when their industries are doing well.
• More emphasis on specifications and service
The products in organization markets tend to be more technical in nature, and buyers
are more concerned about specifications and service after the sale. For example, meeting
planners are concerned about meeting room dimensions, audiovisual equipment, room
temperature control, and conference service. Rarely do transient customers get into
detail about the room dimensions and other specifications.
• Professional buyers and more negotiation
Organization buyers tend to be professionals with an extensive knowledge of the

product. Therefore, the purchase process tends to be longer and more involved for
organizations than for regular consumers. Also, when buying large volumes, organization
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buyers have more power and can negotiate. For example, hotels and tour operators are
willing to make more concessions in the price and product-service mix to sell higher
volume to one buyer.
• Repeat business
One of the benefits of selling to organizations is that they tend to become repeat
purchasers. For example, corporations will use the same hotel throughout the year to a
mass higher volume and receive more concessions. Then, if the corporation is pleased
with the service, it will use the hotel for meetings in subsequent years.
• Multiple buyers
Often, more than one individual is involved in the buying process and making the
ultimate purchase decision for organizations. A buying center or buying unit is a group of
people that influences buying decisions for organizations. For example, many
associations have site selection committees that choose destinations and hotels for
future meetings.
3.6 Factors affecting industrial buying decisions

Economic Conditions: The fluctuations in the money markets and the interest rates have
a major impact on the buying strategies. The interest rates and organizational buying have
an inverse relation; in most cases, an increase in the interest rates may bring about a drop
in the buying.
Social Environment: Societies and cultures are ever evolving, and every business has to
change its practices and procedures to meet up with the societal changes. For instance
with the rise in the number of animal lovers, pure leather suppliers have seen a slump in
their business. The clothing and footwear manufacturers have shifted to artificial leather
suppliers. This points out how the social environment can affect the buying patterns of
organizations.
Political Environment: A change of the government or policy has a direct impact on the
economic scenario, and this ultimately translates into a shift in the organizational buying
patterns as well.
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Organization's Goals and Objectives: The goals and objectives of an organization are
major determinants as to how and what the organization will purchase. An organization
that wants to capture a bigger chunk of the market by selling cheaper stuff is more likely
to look for suppliers who can supply larger quantities at a low price. However, a company
whose goal is to deliver quality products may have a very contrasting buying pattern, and
they will focus more on the quality issues than on the price advantage.
Interpersonal Conflict: Interpersonal among the decision makers often results in delays
and changes.
Situational Factors
In this final section we’ll take a look at some of the situational factors that can influence
organizational buyers.
1. Time Factor: Sometimes, organizations don’t have all the time to follow the
detailed buying procedure. If the organization needs a replacement for equipment
that broke down suddenly, it may decide to place its order with some existing
supplier or a supplier that is at close proximity.
2. Current Financial Situation: If the organization is crunched for cash, it may
decide to place its order with one of its existing supplier who offers extended credit.
Also, if the organization cannot spare out enough money for a certain purchase, it
may opt for a readily available cheaper version that fits into its budget.
3. Availability: Some buying decisions can wait while others cannot, thus if the
supplier cannot make available the exact product by the desired date, the
organizational buyers may shift to a new supplier or to a more readily available
alternative.
4. Special Offers: Special offers being given by a supplier may also be one of the
situational factors affecting the buying decision.
Participants in the Organizational Buying Process
The decision-making unit of a buying organization is called its buying center: all the
individuals and units that participate in the business decision-making process. The buying
center includes all members of the organization who play any of five roles in the purchase
decision process.
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• Users are members of the organization who will use the product or service. In many
cases, users initiate the buying proposal and help define product specifications.
• Influencers- often help define specifications and also provide information for evaluating
alternatives. Technical personnel are particularly important influencers.
• Buyers have formal authority to select the supplier and arrange terms of purchase.
Buyers may help shape product specifications, but their major role is in selecting vendors
and negotiating. In more complex purchases, buyers might include high-level officers
participating in the negotiations.
• Deciders have formal or informal power to select or approve the final suppliers. In
routine buying, the buyers are often the deciders, or at least the approvers.
• Gatekeepers control the flow of information to others. For example, purchasing agents
often have authority to prevent salespersons from seeing users or deciders. Other
gatekeepers include technical personnel and even personal secretaries.
BUYING SITUATIONS
The organizational buyer faces many problems in buying a product or service. The buying center is the
decision making unit of a buying organization. The organizational buyer makes decisions that vary with
the buying situation. Mainly there are three types of buying situations:-
(i) Straight Re buy - The buying situation in which the purchasing department reorders on a
routing basis (eg. Office Supplies, bulk chemicals)
(ii) Modified Re buy:a situation in which the buyer wants to modify product specifications, prices,
delivery requirements, or other terms.
(iii) New task is a buying situation in which a purchaser buyers a product or service for the first time
(e.g. office building, new security system etc.)
3.7 Organizational Buying Decisions process

1. Problem Recognition
2. General Need Description
3. Product Specification
4. Supplier Research
5. Proposal Solution
6. Supplier Selection
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7. Order-Routine Specification
8. Performance Review
Problem Recognition
Problem recognition is when someone in a company recognizes a problem or need
that can be met by acquiring a good or a service
Problem recognition can occur because of internal and external stimuli
General Need Description

• General need description is when a company describes the general characteristics
and quantity of a needed item
• What are some items that would be included in a general needs description for a
training meeting?
Product Specification
• Product specification is when the buying organization decides on and specifies the
best technical product characteristics for a needed item
• What are some items that would be included in a product specification description
for a training meeting?
Proposal Solution/solicitation
• Proposal solution is when qualified suppliers are invited to submit proposals
• What are some important tools for writing and researching a proposal?
Supplier Selection
• supplier selection is when a buyer receives proposals and selects a supplier or
suppliers
• What are the six attributes that meeting planners consider when selecting a location
Order-Routine Specification
• Order-routine specification when a buyer writes the final order with the chosen
supplier(s), listing the technical specifications, quantity needed, expected time of
delivery, return policies, warranties, and so on
Performance Review
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• Performance review is when a buyer rates its satisfaction with suppliers, deciding
whether to continue, modify, or drop the relationship.
3.8 Information systems and marketing research

Definition of a Marketing Information System
A marketing information system (MIS) is the structure of people, equipment, and
procedures used to gather, analyze, and distribute information needed by an
organization. These are the data to be used as a basis for marketing decisions. Marketing
information system is a broader and more encompassing term than market research and
a variation of the term management information system. Market research indicates that
information is collected for a specific reason or project; the major objective is a one-time
use. For example, a potential restaurant owner may undertake a feasibility study and use
market research to determine whether to build a new restaurant. Such an information-
gathering study is designed to answer a very specific question: “Should we open a
restaurant in this area?” A marketing information system, on the other hand, is part of
an ongoing data-gathering process involving initial data collection as well as routine and
systematic data collection procedures. For example, a hotel manager may choose to
collect data by means of a zip code analysis of guest registration information to
determine the geographic profile of the guests of a hotel. This systematic and routine
information gathering is not intended to address one specific question but is instead part
of an overall system designed to monitor the degree of marketing success that the
operation is able to achieve. A well-designed marketing information system satisfies four
basic criteria:
• It must include a structured organization or established system of gathering

information to generate customer.
• The system should be designed to generate a continuous flow of information to

provide accurate and current marketing information for management.
• Information should be gathered from inside and outside the organization. External
information-gathering methods include consumer surveys while internal information-
gathering methods involve employee meetings, guest comment cards, employee, and
top management.
• Information should be compiled so that management can use it as a basis for

marketing decisions.
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It would be extremely difficult and quite hazardous for the management of a hospitality
organization to make decisions without accurate and up-to date marketing information.
Professional management demands that decisions be based on sound information.
Managers can reduce the uncertainty surrounding marketing decisions when valuable
information is available. Marriott International serves as a good example. For many years
this corporation has relied upon a widely based decision-making process. The resulting
decisions have consistently been very good and have allowed Marriott to establish and
maintain a leadership position in the hospitality industry. This is not to say that a very
good marketing information system alone will allow an organization to achieve financial
success, but it will be of tremendous benefit to management.
Marketing Research Process
1. Recognize the need for conducting marketing research
2. Define basic problem
3. Determine research objective
4. Determine research design
5. Determine source and type of information
6. Method of data collection
7. Sampling Plan
 A sample is a segment of the population selected to represent the population as a

whole
 To design a sample four decisions must be made:
 Who will be surveyed?
 How many people will be surveyed?
 How will the sample be chosen?
• Probability or non probability samples
International Marketing Research
• Many barriers exist that can make international research more difficult:
• Lack of secondary information
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• Language
• Culture
Best Practices
• Marriott Research Priorities
• Market segmentation and sizing
• Concept development and product testing
• Price-sensitivity assessment
• Advertising and promotions assessment
• Market tracking
• Customer satisfaction
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CHAPTER FOUR
STRATEGIC HOSPITALITY AND TOURISM ACTIVITIES

4.1 Marketing planning
4.2 Segmentation, targeting, and positioning
4.3 Entrepreneurship, creativity, and innovation
4.1 Marketing Planning

Planning focuses on the future. It involves assessing current environmental trends and
determining what is most likely to occur in the future. People who are responsible for developing
marketing plans chart a course of action that they believe will allow the firm to achieve its stated
objectives. Planners can never be 100 percent certain that they will achieve their stated
objectives, but well-developed plans have a much higher probability of accomplishing the desired
results.
In general, a marketing plan can be defined as “a written document containing the guidelines for
the business centre’s marketing programs and allocations over the planning period.” Several key
parts of this definition must be discussed. First, marketing plans are written documents, requiring
managers to analyse the company, its products, and the environment so that they can prepare
well-organized documents to guide their companies. Second, marketing plans are written for the
appropriate business centre as defined by the organization. Such a business center is referred to
as a strategic business unit (SBU) because it consists of products that share common
characteristics and have the same competitors. For example, within a large multi-brand lodging
company such as Marriott International, an SBU might be classified as one of the brands, such as
Fairfield Inns or Courtyard. Finally, marketing plans are developed for a specific time period that
varies from product to product or unit to unit based on the scope or breadth of the planning
activity. For example, strategic plans are broad, have far-reaching implications, and often extend
three or more years into the future. Conversely, tactical plans are more short-term in focus, with
an emphasis on implementation.
Purpose of a Marketing Plan
• Provides a road map for all marketing activities of the firm for the next year
• Ensures that marketing activities are in agreement with the corporate strategic plan
• Assist in the budgeting process to match resources with marketing objectives
• Creates a process to monitor actual against expected results
4.2 Segmentation, Targeting, and Positioning

Introduction to market segmentation
Gaining and maintaining a competitive advantage in the broad consumer market for hospitality
and travel products is a very difficult task. It is much easier to be successful if a firm tries to
carve out a smaller niche or segment of the market, in which the firm can establish a competitive
uniqueness; hence, the development of market segmentation. Marketing managers have long used
market segmentation to separate the market into smaller, relatively homogeneous groups.
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Therefore, a simple definition for market segmentation is pursuing a marketing strategy whereby
the total potential market is divided into homogeneous subsets of customers, each of which
responds differently to the marketing mix of the organization.
For many years, most hospitality and tourism organizations attempted to serve the needs of a
fairly wide variety of markets. These groups included broad segments that cut across much of the
spectrum of age, gender, income, geography, ethnicity, and education. Today, many hospitality
chains serve the needs of markets in all 50 states and several foreign countries. Therefore, it is
imperative that they use some type of segmentation strategy. These firms must take into
consideration the differences between various consumer groups that represent their target
markets. For example, a national fast-food chain should take into consideration the differences
among individuals living in different regions of the United States. In addition to geographic
location, firms must also consider differences in lifestyle and consumer behaviour, all of which
add special challenges to the marketing of the product-service mix for hospitality and tourism
organizations.
Segmentation can be used effectively in all facets of the hospitality and tourism industry, even in
areas that may appear to be less suitable for segmentation. For example, airline travel may not
appear to be well suited to segmentation. Each year, millions of travellers will board aircraft to
take them to their destination. At first glance, one might assume that airline travel is a fairly
homogeneous product serving the same basic need for most travellers. However, airlines have
been successful at segmenting based on price sensitivity and frequency of use. Within many
aircraft today, you will find three levels of service: first class, business class, and coach. Each
level offers differences in seat size and comfort, the level of amenities, and the ratio of flight
attendants to passengers. The individual consumer is able to select the level of service desired
and is charged a different price for each. Airlines also segment the market based on frequency of
travel.
Criteria for Effective Segmentation

As firms attempt to segment markets, they have many methods from which to choose. However,
it is important to know when to segment and how far the segmentation efforts should go in
targeting specific markets. There is a point where a market can be segmented too much, with the
resulting subset being too small to be profitable. Or it may not be efficient to develop several
different marketing programs for the various market segments when one or two could be used for
the entire market. When any segmentation efforts are undertaken, four criteria should be used to
evaluate the effectiveness of the market segmentation strategy:
• Substantiality
• Measurability
• Accessibility
• Actionability
• Substantiality
First, consider substantiality—whether the market segment is large enough. As the market is
segmented, a hospitality manager manipulates the elements of the marketing mix to meet the
needs of the individual segments and to achieve the marketing objectives of the firm. The size of
each of these segments must be large enough to warrant this special attention. For example, two
decades ago, very few restaurants had sections of their menus dedicated to healthier foods
because there weren’t enough customers to justify it. Since then, even fast-food restaurants have
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added healthy menu items and, today, many restaurants have items targeting a specific diet
segment—the Atkins diet. This demonstrates the importance of having a large enough population
to warrant targeting a specific market segment.
• Measurability
Second, each of the segments must pass the measurability test. Measurability should be assessed
from two perspectives: the overall size of the target market segment and the projected total
demand or purchasing power of the target market. Minimum cut-off points should be established
relative to the size and projected demand of any target market segments. If the number of
consumers or projected total demand within a given segment falls below these cut-off points,
target market segments can simply be combined.
• Accessibility
Third, look at accessibility. It must be possible to reach the large target market segments through
a variety of marketing communications efforts. Marketing communication can include a wide
variety of approaches, including but not limited to advertising, promotion, direct marketing,
telemarketing, and personal selling. Without accessibility, there is very little reason for
segmenting the target market. A major purpose for segmenting the market is to isolate viable
segments of potential business and to direct marketing communication efforts related to specific
aspects of the product-service mix toward these segments. Without accessibility, this is not
possible, and segmenting the target market is of little value.
• Actionability
Fourth, firms must be able to create marketing programs that are effective in attracting buyers
from the market segment. In other words, customers within a particular market segment should
share similar characteristics, while those in different segments should vary in terms of their
characteristics. For example, if a restaurant offers an “early bird special” it should appeal to
certain target segments and not others. Families and senior citizens might be willing to eat earlier
to save money and avoid crowds, whereas consumers in other segments aren’t as price sensitive
and aren’t willing to compromise on convenience for a discount. If all consumers reacted the
same to a firm’s marketing program, then there wouldn’t be any need to segment the market.
SEGMENTATION VARIABLES
Marketing managers can use five basic types of variables when segmenting consumer markets:
geographic, demographic, psychographic, behavioural, and benefits variables. These
segmentation variables can be used alone or in combination with one another, depending on the
level of segmentation that is desired.
Geographic Variables
A geographic variable, as the name implies, relates to the consumer’s geographic area of
residence. Markets are often segmented by dividing the country into regions such as Northeast,
Mid-Atlantic, North-Central, Southwest, and Northwest. Segmentation is also accomplished by
examining the population of a given area. Based on the United States Census (2000), the total
population is more than 270 million. However, this population is not evenly distributed; it is
concentrated in major metropolitan areas. For example, in 2000, 80 percent of the United States
population lived in metropolitan areas.
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Demographic Variables
Markets are often segmented based on demographic variables such as age, gender, income and
expenditure patterns, family size, stage in the family life cycle, educational level achieved, and
occupation. When these variables are used in defining consumers within the hospitality and
tourism industry, certain trends emerge. For instance, as family size increases, the number of
times per week that a family dines outside the home tends to decrease. Also, when families
do dine out, their choice of restaurant changes as the family makeup changes. This is important
because the size of the average family has decreased over the years. In 1995, the average family
size was 3.15 persons, but this figure is expected to decrease gradually to 3.05 by the year 2010.2
In fact, the traditional family (married couples with children, in which only the father works)
accounts for only 7 percent of U.S. households. This represents a trend toward smaller families
and people living alone, segments that could become target markets for hospitality and tourism
firms.
The family life cycle provides a good example of how variables can be combined to create
categories that can be used for segmentation. The family life cycle uses age, marital status, and
the number of children to create categories sharing common discretionary income levels and
purchasing behaviours. The traditional family life cycle proposes that as individuals become
adults and enter the workforce, they tend to be single and have lower incomes, resulting in lower
levels of discretionary income—income available after covering current expenses for necessity
items like food and housing. However, these young singles do not have many obligations or
responsibilities and so are able to spend money on items that are not necessities. Individuals
begin to increase their incomes as they age, and young married couples without children will
have increasing amounts of discretionary income. However, once married couples have children,
their discretionary incomes begin to decrease, until the children are older and move out. At this
point the couples are said to have an “empty nest,” and discretionary income begins to increase
again. Finally, as individuals reach their golden years, they retire and see their incomes start to
decrease.
Psychographic Variables
Demographic data are used to segment a market because they are related to behaviour and
because they are relatively easy to gather. However, demographics are not in themselves the
causes of behaviour.
Marketers need is to know the rationale why customers buy a given product.
 Psychographics segmentation utilizes behavioural profiles developed from
analyses of the activities, opinions, interest and life styles of consumers. Divides a
population into groups that have similar psychological characteristics, values,
and lifestyles.
Psychographics is used primarily to segment markets, but it can be used for other purposes as
well. Psychographics is useful when selecting the most effective advertising vehicles, in that the
vehicle(s) selected can be matched with the interests, attitudes, opinions, and personalities of the
target market segment. Psychographics is also helpful when designing advertising and promotion
messages. Illustrations, pictures, and the actual copy can be designed with the needs of a specific
market segment in mind. By pinpointing the target market in this manner, the advertising and
promotional messages and images are likely to be more effective, resulting in increased sales and
profits. Synergy Consulting developed a segmentation scheme with seven groups based on
consumers’ attitudes and opinions.
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Behavioural Variables
Another type of variable that can be used to segment markets is the behavioral variable which is
dividing buyers in to groups based on their knowledge, attitude, use or response to a product.
 Occasions- regular, special occasion
 Benefits- quality, service, economy, speed.
 User status- non-user, potential user, first-time-user, regular user.
 Usage rate- light user, medium user, heavy user.
 Buyer-readiness- un aware, aware, informed, interested, desirous, intend to buy.
 Loyalty status- Hard-core loyal, Split loyal, Shifting loyal, Switchers
 Attitude- enthusiastic, positive, indifferent, negative, hostile.
Behavioural segmentation focuses on the behaviours that consumer’s exhibit in the marketplace.
For example, are consumers loyal or are they easily persuaded by competitors’ marketing
communications and promotional efforts? How frequently do they dine out? Would they be
considered light, medium, or heavy users of various types of hospitality products? When they
travel on business, at what types of lodging facilities do they stay? When they travel for pleasure,
do they stay at the same types of lodging facilities as when they travel on business? One of the
best uses of the behavioural variables is to identify those individuals who are heavy users,
meaning that they dine out frequently, stay in hotels many more nights per year than the average
person, or account for a large percentage of air travel. If these individuals can be identified, then
a marketing plan can be formulated to increase loyalty and frequency of use even further. For
example, most airlines offer a frequent traveller program to encourage brand loyalty. Within each
program are varying levels of membership. Anyone can join, but the rewards are commensurate
with the level of use. Airline miles can be redeemed for free flights or a variety of other travel
services. Many hotels and restaurants offer similar programs, and often, hotels and airlines
develop strategic alliances and combine their programs.
Each year, more and more research is undertaken to help companies more fully understand
consumer behaviour. Behavioural variables represent an excellent segmentation tool, for as data
are collected concerning the manner in which consumers actually behave in the marketplace, the
information will allow hospitality managers to gain a better understanding of consumer
behaviour. As marketing manager’s gain a better understanding of what motivates consumers to
buy, it will facilitate the development of product-service mixes that will better satisfy the needs
of consumers.
TARGETING
Among clearly defined segments, marketers must choose one or more segments that they can best
serve, based on what each segment demands and what the operations can provide. Once the
proper market segments have been identified, target marketing is the logical next step. The
segments chosen become target markets, and the entire marketing program is designed for these
targets.
 In selecting markets, it is advisable for companies to take into consideration the

followings
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1) target markets should be compatible with the organization’s goals

and image.
2) the segment opportunity should commensurate with the
company’s resource.
3) The segment must be profitable.
4) a company ordinarily should seek a market where there are the least
and smallest competitors.
Market targeting strategies (Levels of Market Segmentation)
There are three basic market targeting strategies. Figure 4.2 shows that companies can target very
broadly (undifferentiated marketing), very narrowly (micromarketing), or somewhere in between
(differentiated or concentrated marketing).
1. Undifferentiated Marketing
Using an undifferentiated marketing strategy, a firm might decide to ignore market segment
Differences and go after the whole market with one offer. The offer will focus on what is
common in needs of consumers rather than on what is different. The company designs a product
and marketing program that appeal to the largest number of buyers. It relies on mass distribution
and mass advertising, and it aims to give the product a superior image in people minds. For
example: REVLON, PEPSI, SONY
2. Differentiated Marketing:
Using differentiated marketing strategy, a firm decides to target several market segments and
designs separate offers for each. General Motors tries to produce a car for every "purse, purpose,
and personality" Nike offers athletic shoes for a dozen or more different sports, from running,
fencing, and aerobics to bicycling and base ball. By offering product and marketing variations,
these companies hope for higher sales and a stronger position within each market segment. They
hope that stronger position in several segments will strengthen consumers' overall identification
of the company with the product category. They also hope for more loyal purchasing, because the
firm's offer better matches each segment's desires.
Differentiated marketing typically creates more total sales than does undifferentiated marketing,
and growing number of firms have adopted this strategy. Procter and Gamble gets a higher total
market share with eleven brands of laundry detergent than it could with only one. But it also
increases the cost of doing business.
Developing separate marketing plans for the separate segments requires extra marketing research,
forecasting, sales analysis, promotion planning and channel management. And trying to reach
different market segments with different advertising increases promotion costs.
3. Concentrated marketing:
This is a market-coverage strategy in which a firm goes after a large share of one or a few
submarkets. For example, Oshkosh truck is the world's largest producer of airport rescue trucks
and front loading concrete mixers. This strategy can be used by small companies also because
small companies can create niches in one product, one segment.
Through concentrated marketing, the firm achieves a strong market position in the segments (or
riches) it serves because of its greater knowledge of the segments' needs and the special
reputation it acquires. It also enjoys many operating economies because of specialization in
production, distribution, and promotion. If the segment is will chosen, the firm can earn a high
rate of return on its investment.
At the same time, concentrated marketing involves higher than normal risks. The particular
market segment can turn sour or larger competitors may decide to enter the same segment.
4. Micromarketing
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involves targeting potential customers at a very basic level, such as by specific occupation,
lifestyle, or individual household.
The Internet may allow marketers to make micromarketing even more effective.
POSITIONING THE PRODUCT SERVICE MIX

Once market segments have been selected, management must develop a positioning strategy for
its products and services in each target market. Put simply, positioning is the process of
determining how to differentiate a firm’s product offerings from those of its competitors in the
minds of consumers. This requires the firm to know how important certain attributes are to
consumers in purchasing the firm’s product, and the consumers’ perceptions of how well the firm
and its competitors are doing with respect to these attributes. Marketers want to position their
products so consumers purchase them instead of competing products.
Generally, firms have choices on the positioning of their products, and it is important to consider
the alternatives. For example, car rental companies have chosen different bases to position their
products. Hertz stresses the benefits of using the number-one rental car company to satisfy
consumer needs, emphasizing the employee ownership of the company, while Avis positions
itself against Hertz using the “We try harder” slogan. In addition, Enterprise Rent-a-Car stresses
pickup service, and Budget stresses a specific product feature (i.e., price). Other bases for
positioning could be specific usage occasions or user category. For instance, Marriott positions
its Residence Inns for extended stays and its Courtyard Hotels for business travellers. Also, firms
could base their positioning on intangibles such as the food or ambience. Applebee’s uses the
slogan “eating good in the neighbourhood” to create a personal atmosphere, and Subway uses the
slogan “eat fresh” to focus on food quality. Finally, it is also possible to use more than one basis
for positioning when targeting a specific market.
Several factors will affect a firm’s decision regarding which positioning bases it should use. First,
a firm’s current market position and the positions of its competitors are important. Second, a firm
should consider the compatibility of a desired position with the needs of consumers and the goals
of the firm. Third, a firm must have the resources necessary to communicate and maintain the
desired position.
4.3 Entrepreneurship, Creativity, and Innovation

Entrepreneurship is the process of starting a business or other organization. The entrepreneur
develops a business plan, acquires the human and other required resources, and is fully
responsible for its success or failure. Entrepreneurship operates within an entrepreneurship
ecosystem.
Creativity is a phenomenon whereby something new and somehow valuable is formed, such as
an idea, a scientific theory, an invention, a literary work, a painting, a musical composition, a
joke, etc.
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Compiled by: Getnet A.
CHAPTER FIVE
DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX

5.1 The Hospitality and Tourism Product Offer
5.2 Hospitality and Tourism Pricing Strategies and Tactics
5.3 Distribution Systems and Networks
5.4 Communications Mix and Advertising
5.5 Personal Selling
5.6 Public Relations and Publicity
5.7 Sales Promotions and Merchandising
5.1 The Hospitality and Tourism Product Offer

What is product?
• Is a need-satisfying offering of a firm.
• It is anything that can be offered to a market for attention, acquisition, use or

consumption that may satisfy a need or want.
• Includes physical objects, services, places, organizations, and idea.
• Product policy: The management of products from the time they are introduced until
they are removed from the marketplace.
– a room at the Four Seasons in Toronto
– a Hawaiian vacation; a vacation package in Bali
– McDonald’s French fries; a catered luncheon
– a bus tour of historic sites
– a convention in a modern convention center with group rates in a nearby hote
The Tourism Products and the Supply Factors

The supply factors-mix of destinations, facilities and services-can be divided into five
broad types:
1. Attractions: These may be natural (flora, fauna) or manmade.
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2. Transport: Tourism growth is closely related to the supply and extent of development
in transport systems.
3. Accommodation: A critical component of the supply factor, accommodation can be
further divided into commercial sector (hotels, guest houses, holiday camps) and private
residences.
4. Support and auxiliary services: Cover a large array of supporting services such as
shops, restaurants, banks and medical centres.
5. Physical and Communication Infrastructure: To make available the facilities
mentioned above, the infrastructural requirements needed are covered under this head.
Examples are roads, airports, electricity, sewage disposal etc. These are generally
provided by Govt. because of high capital costs.
Hospitality Product
The hospitality products are an output of the hotel and catering industry and can be
defined as the set of satisfactions and dissatisfactions that a customer receives from a
hospitality experience. These satisfactions could be physiological, economical, social or
psychological. Medilik has identified five basic components of hotels which contribute to
these satisfactions/dissatisfactions. These are-
1. Location: Defines the geographical placement of a hotel in a particular village or
town. Within a given area specific location defines access and convenience, freedom
from noise and other disturbances, attractiveness of surroundings.
2. Facilities: Include the infrastructural and recreational facilities-bedrooms, restaurants,
bars, conference rooms, swimming pools, tennis courts etc.
3. Services: Such as personal attention. Image: Defined by the way the hotel is perceived
by consumers at large. Price is an expression of value provided by the hotel through its
location, facilities and satisfaction derived by the consumers from the" use of the above
elements of the service product.
4. Core, Tangible and Augmented Hospitality Products:
The core product in case of hospitality service is a fundamental benefit that the consumer
receives. Hospital products channel different core benefits to the consumers. The core
product in case of an hospitality service is a fundamental benefit that the consumer
receives. Augmented product is the complete product offering including the
atmospherics, behaviour of the staff, decor and the accessory service like transportation
to and fro, communication and secretarial assistance.
Brand Decisions
• A brand is a name, term, sign, symbol, design, or a combination of these elements
that is intended to identify the goods or services of a seller and differentiate them
from competitors.
Benefits of branding
1) branding is one of competitive forces that give edges for companies to compete.
2) it provides a legal protection for unique product features that might otherwise be
copied by competitors.
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3) it enables the company to segment its market in profitable way.

4) It enables customers to easily identify products that might benefit them.
5) it will give customers a guarantee that they will get the same features and benefits
and quality each time they buy a given product.
Considerations in designing good brand name:
1) The name should suggest something about the product’s benefit and its qualities.
2) It should be easy to pronounce, recognize, and remember the name.
3) It should be distinctive from other brand names.
4) It should be easily translatable to other languages
• A brand name is the part of a brand that can be vocalized.

– Disneyland, Hilton, Carnival Cruise & Outback
• A brand mark is the part of a brand that can be recognized but is not utter able,
such as a symbol, design, or distinctive coloring or lettering.
– McDonald’s golden arches and Hilton Hotel’s
• A trademark is a brand or part of a brand given legal protection.
– it protects the seller’s exclusive rights to use the brand name or brand mark
New Product Development

Improving and updating products is an ongoing task as consumer needs and wants continuously
change. A failure to develop products could result in a reduction in sales if consumers decide to
buy competitor products. The eight stages of new product development are described below.
Idea Generation: New product ideas have to come from somewhere. But where do
organizations get their ideas for NPD? Sources include:
– Internal Sources
– Customers
– Competitors
– Distributors and Suppliers
– Other Sources
Idea Screening: This process involves shifting through the ideas generated above and selecting
ones which are feasible and practical to develop. Pursing impractical ideas is expensive and a
waste of resources.
Concept Development and Testing
• The organisation may have come across what they believe to be a feasible idea, however,
the idea needs to be taken to the target audience.
– What do they think about the idea?
– Will it offer the benefit that the organisation hopes it will?
– or have they overlooked certain issues?
– Will there be a demand for the product?
Marketing Strategy and Development:
 Includes information such as the target market and product positioning as well as both
short and long term projections in terms of sales, profits and costs.
Business Analysis: involves a review of the sales, costs, and profit projections to determine
whether they satisfy the company’s objectives
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Product Development:
• At this stage the prototype is produced.
• The prototype must:
• Have the key features described in the product concept statement, as
perceived by the customer.
• Performs safely under normal use.
• Be produced for the budgeted costs.
Test marketing: The product and marketing program are introduced into realistic market
settings
 Means testing the product within a specific geographic area.
 The product will be launched within a particular region so the marketing mix strategy can
be monitored and if needed modified before national launch.
Commercialization
• If test marketing is successful the product is ready for national launch. The following
decisions regarding the national launch need to be made:
– When?
– Where?
– To whom?
– and How?
5.2 Hospitality and Tourism Pricing Strategies and Tactics

Price can be defined as the value given to a product or service by consumers. Various
names are associated with price, such as fee, tuition, and premium. The important thing to
remember is the concept of exchange. In other words, the buyer and the seller have to be
mutually satisfied for an exchange to take place, and this exchange does not have to
include a monetary unit.
FACTORS THAT AFFECT PRICING DECISIONS

Internal factors
1. Marketing objective: The firm’s objective determines the pricing strategy;
• Survival- companies troubled by too much capacity, heavy competition, or
changing consumer wants set survival as their objective. A manufacturing firm can
reduce production to match demand and a hotel can cut rates to create the best
cash flow.
• Current profit maximization- many companies want to set a price that will
maximize current profits, cash flow or return on investment, seeking financial
outcomes rather than long-run performance.
• Market- share leadership-when companies believe that a company with the
largest market share will eventually enjoy low costs and high long-run profits;
they will set low opening rates and strive to be the market-share reader.
• Quality leadership- provide superior quality for a high price to capture the luxury
market. E.g. Ritz-Carlton has: high capital investment per room ($500,000).; high
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labor cost per room( to maintain well qualified staff).;high employee guest ratio to
provide luxury service; charge high price for their luxury service.
2. Marketing mix strategy: price must be coordinated with product design,
distribution and promotion decisions to form a consistent and effective marketing
program.
3. Costs: Costs set the floor for the price a company can charge for its product. A
company wants to charge a price that covers its costs for producing, distributing,
and promoting the product. Beyond covering these costs, the price has to be high
enough to deliver a fair rate of return to investors.
4. Organizational considerations: management should decide, who within the
organization, set prices. In small companies, it is decided by top management, and
in large companies, it will be decided by corporate management.
External Factors Affecting Pricing Decisions
• External factors affecting pricing decisions include:
1. Nature of Market and Demand: Although costs set the lower limits of the prices, the market
and demand set the upper limit. Management considered a price increase as way to push revenue
above the break-even point.
2. Pricing in different markets: There are 4 types of markets and the sellers’ pricing freedom
varies with different types of markets.
– Pure competition- consists of many buyers and sellers trading in a uniform
commodity.
– Pure monopoly –consists of one seller and many buyers.
– Monopolistic competition- consists of many buyers and sellers who trade over a
range of prices rather than at a single market price by selling differentiated
products.
– Oligopolistic competition- consists of few sellers who are highly sensitive to
each other’s pricing and marketing strategies.
3. Price –Demand Relationships: Each price a company can charge will lead to a
different level of demand. The relationship between price charged and demand -
inversely related, i.e. the higher the price the lower the demand.
4. Competitors’ Prices and Offers: Competitors’ prices and their possible reaction to a
company’s own pricing moves are other external factors affecting pricing decisions.
5. Other external elements:
 When setting prices the company must also consider other factors in the external
environment.
 Economic factors such as
 inflation, boom, and recession, and interest rates affect pricing decisions.
 For example:-in recession, most sellers couldn’t offer the same product at a
lower price and survive
BROAD PRICING STRATEGIES

Skim Pricing
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A skim pricing strategy involves setting high prices in relation to the product or service’s
economic value to most potential consumers. This strategy is designed to capture high
profit margins from an exclusive segment of consumers who place a high value on a
product’s differentiating attributes. Skim pricing is a preferred strategy when selling to
the exclusive, price-insensitive market, and it results in higher profits than selling to the
mass market at a lower price. For example, luxury hotels and resorts market hotel rooms
with many amenities such as valet parking, laundry service, and golf. Most consumers are
not willing to pay the higher prices associated with this level of service, but there is a
smaller segment of consumers that places a high value on the additional amenities and
will pay the higher prices.
Penetration Pricing
Penetration pricing involves setting low prices in relation to the firm’s economic
value to most potential consumers. This strategy works best on price sensitive
consumers who are willing to change product or service providers to obtain a better price.
Firms using this strategy choose to have lower profit margins in an attempt to gain high
sales volumes and market shares. Penetration pricing stays common among economy
hotels that market to consumers who view the product as merely a place to sleep and have
no need for additional amenities. Most of the costs of providing the rooms in economy
hotels are fixed.
Neutral Pricing
A neutral pricing strategy involves setting prices at a moderate level in relation to
the economic value to most potential consumers. In other words, the firm makes a
strategic decision to use attributes other than price to gain a competitive advantage. A
neutral strategy can be used by default, when a firm cannot use skim pricing or
penetration pricing because of its cost structure or the market conditions. However, this
strategy has become more popular with the growth in the value segment of consumers. In
the hotel industry, many consumers do not want to pay high prices, but they do want
some amenities such as restaurants and pools. Finally, a high price can actually be a
neutral price when product value justifies the price to most potential consumers.
Product bundle pricing- is combing several of their products and offer the bundle at a reduced
price. Example- hotels sell specially priced weekend packages that include room, meals, and
entertainment and other services.
Promotional Pricing: They temporarily price their products below its price and sometimes even
below cost, for special occasions such as introduction of the product or festivals. Promotional
pricing gives guests a reason to come and promotes a positive image for the company.
Prestige pricing is used by firms that have products with strong price-quality
relationships in markets with inelastic demand. These firms set high prices and try to
build value through other quality-related attributes such as service and atmosphere. This
approach is common among five-star hotels and fine-dining restaurants.
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Odd/Even Pricing involves setting prices just below even dollar amounts to give the
perception that the product is less expensive. For example, car rental agencies set prices
such as $79.95 rather than $80, and hotels use prices such as $99 instead of $100. Also,
many menu items are priced with odd endings such as $5.99 or $10.95. Theory has it that
people read and process prices from left to right, rounding to the lower number.
Price lining refers to the practice of having a limited number of products available at
different price levels based on quality. Demand at each price point is assumed to be
elastic, whereas demand between price points is assumed to be inelastic. The products at
each price level are targeting a different market segment.
For example, rental car companies have economy, midsize, full-size, and luxury
categories.
Competitive Pricing
As the name implies, competitive pricing places emphasis on price in relation to direct
competition. Some firms allow others to establish prices and then position themselves
accordingly, either at, below, or above the competition. This method ensures that the
price charged for products and services will be within the same range as prices for
competitive products in the immediate geographic area. This method, however, has
several drawbacks.
SEGMENTED PRICING
The importance of price varies among consumers, and firms often use segmented pricing
as a means for segmenting markets. Then a firm can choose to target one or more of these
markets with specific marketing strategies (e.g., discounts) tailored to each market. The
appropriate strategy depends on the firm’s costs, consumers’ price sensitivities, and the
competition. Several tactics can be used to segment markets on the basis of price.
General Pricing Approaches
The price that company charges will be somewhere between one that is too low to
produce a profit and one that is too high to produce any demand. The three major pricing
approaches: customer value-based pricing, cost-based pricing, and competition-based
pricing.
1. Customer Value-Based Pricing
Value-based pricing uses the buyer's perception of value, not the seller’s cost, as the key
to pricing. The marketer cannot design a product and marketing program and then set the
price. Price is considered along with other marketing-mix variables before the marketing
program is set. The company uses non-price variables in the marketing mix to build
perceived in the buyer’s minds, setting price to match the perceived value. Any company
using perceived-value pricing must learn the value in the buyer’s minds for different
competitive offers.
2. Cost-Based Pricing
Whereas customer-value perceptions set the price ceiling, costs set the floor for the price
that the company can charge. Cost-based pricing involves setting prices based on the
costs for producing, distributing, and selling the product plus a fair rate of return for its
effort and risk. The following figure shows Cost-based pricing process. The company
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designs what it considers to be a good product, adds up the costs of making the product,
and sets a price that covers costs plus a target profit. Marketing must then convince
buyers that the product’s value at that price justifies its purchase. There are two types of
cost based pricing approaches:
a. Cost-Plus Pricing: It is the simplest and most popular pricing method. It is
charging the price by adding a standard mark up on the cost the product.
b. Break-even Analysis and Target profit pricing: Another cost oriented
pricing method approach is break-even pricing, in which the firm tries to
determine the price at which it will break even. At Break-even, total
revenue matches with total cost (zero profit). Some firms use a variation of
break-even pricing, called target profit pricing which targets a certain return
on investment.
3. Competition-Based pricing/Going rate pricing: A strategy of going-rate pricing is

the establishment of price based largely on those of competitors, with less attention paid
to costs or demand. The firm might charge the same, more, or less than its major
competitors. Firms feel that holding the price will avoid harmful price wars.
5.3 Distribution Systems and Networks

Nature and importance of Distribution systems
Distribution system can be viewed as the company’s circulatory system. Distribution systems
provide a steady flow of customers. A well- managed distribution system can make the
difference between a market share leader and a company struggling for survival. Many
hospitality companies are making greater use of the marketing channels available to them.
Example- Ritz Carlton receives a greater share of business from travel agents because of
aggressive development of this channel.
Nature of distribution channels
A distribution channel is a set of independent organizations involved in the process of making a

product available to the consumer or business user. Development of distribution channel starts
with selection of channel members. Once members have been selected, the focus shifts to
managing the channel. Distribution networks in the hospitality industry consist of contractual
agreements and loosely organized alliances between independent organizations.
Distribution channel functions
Members of the marketing channel perform many key functions.
– Information- gathering and distributing marketing research and intelligence

information about the marketing environment.
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– Promotion- developing and spreading persuasive communications about an

offer.
– Contact- finding and communicating with prospective buyers.
– Matching-shaping and fitting the offer to the buyer’s needs, including such
activities as manufacturing, grading, assembling, and packaging.
– Negotiation- agreeing on price and other terms of the offer so that ownership or
possession can be transferred.
– Physical distribution- transporting and storing goods.
– Financing- acquiring and using funds to cover the cost of channel work.
– Risk taking- assuming financial risks such as inability to sell inventory at full
margin.
– Arranging transfer of title to product through ticketing and documentation
– Receiving and transmitting sales revenue to principals.
Channel Organization
Channel design decisions must be made with regard to channel width (i.e., desired market
coverage) and channel length (i.e., number of intermediaries). It is also possible to use a
single channel to distribute a firm’s products and services or multiple channels of various
widths and lengths. Channel decisions are affected by product-service mix characteristics,
market characteristics, and environmental characteristics. Obviously, the intangible
nature of services tends to minimize the length of the channel of distribution. As
discussed earlier, the service delivery process often requires consumers to be present
during the production process. This eliminates the need for the storage and movement of
a physical product. However, distribution is still an important consideration in the
delivery of services. Some firms use a variety of channels depending upon the desired
market coverage, the positioning of different services or brands, and the existence of
different markets.
CHANNEL WIDTH.
The channel width decision is based on the desired amount of market coverage. In other
words, larger widths would be associated with more market coverage. Basically, three
channel-width strategies are employed by firms: (1) exclusive distribution, (2) selective
distribution, and (3) intensive distribution. The width of the channel ranges from
exclusive distribution (one outlet) to intensive distribution (as many outlets as
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possible). As mentioned earlier, this decision must be consistent with the firm’s other
marketing mix strategies.
The narrowest channel width is exclusive distribution, where a firm limits the availability
of its products or services to a particular outlet.
The middle channel width is referred to as selective distribution, where a firm uses more
than one outlet but restricts availability of the product or service to a limited number of
outlets. In the hospitality industry, many firms limit market coverage based on
geographic segmentation. Some multiunit operations are strictly local, but some are
regional or national with a limited number of outlets.
Finally, the widest channel strategy is intensive distribution, where firms attempt to
make products and services available through as many outlets as possible. This is a
common approach among franchise operations that use mass advertising and realize
economies of scale. These firms, such as McDonald’s and Marriott International, try to
standardize their services so that consumers can expect a consistent experience at any of
the firm’s outlets.
CHANNEL LENGTH.
The channel length decision is based on the number of intermediaries between the
manufacturer and the final consumer. In the case of services, the channel is usually very
short because of simultaneous production and consumption. In other words, consumers
must be present to consume a service such as airline transportation, a meal, or an
overnight stay in a hotel. A channel can be either direct, from the manufacturer to the
consumer, or indirect, with intermediaries performing some of the necessary channel
functions
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A direct channel is the most popular for hospitality and tourism firms, as well as for most
other service industries. The manufacturer sells directly to the consumer, and the
manufacturer performs all of the channel functions.
In service firms, there is often no choice because the service must be performed while the
consumer is present. The direct channel enables the firm to have close contact with the
final consumer and the ability to react quickly to changes in the market. For example,
hotels use central reservation systems (CRS) and call centers to make the direct channel
more accessible and to operate more efficiently.
Hotels allow direct assess to booking rooms through the property, call centers, hotel Web
site, or property-to-property. An indirect channel involves at least one intermediary that is
responsible for one or more channel functions. This type of channel can exist in many
forms, but it is not very common in service industries. Service firms are normally both
producers and retailers. There are a few indirect channels in the hospitality and tourism
industries, but they seem to be more prevalent in the travel industry or in business
markets that involve large-volume purchases. For example, tour operators (i.e.,
wholesalers) work directly with travel service firms such as hotels and airlines to
combine services to market as a package to travel agents, who in turn market to the final
consumers. Another example of an indirect channel is the meetings market. Hotel
salespeople market their properties to meeting planners who purchase the hotel product
on behalf of a group of final consumers. The various intermediaries will be discussed in
more detail in the next section.
Most hospitality and travel firms use a combination of direct and indirect channels to
reach as many consumers as possible. Global distribution systems (GDS) are used by
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airlines and hotels to coordinate their distribution activities and provide linkages to
intermediaries. A GDS provides distribution channels that give customers the ability to
easily search for hospitality and travel services and to conduct the transaction
immediately. The system serves many roles ranging from those that are transaction-based
to those that are strategic in nature. In other words, a GDS is used for inventory control
and rate management, storing data and disseminating information, revenue generation,
and strategic positioning. Nyheim, McFadden, and Connolly (2005) provide a thorough
discussion of global distribution systems and other hospitality technologies in their book.
Marketing Intermediaries in the Tourism Industry
Many specialized channels are available to hospitality and travel organizations. In
hospitality and travel distribution system include travel agents, tour wholesalers,
specialists, hotel representatives, national, state and local tourist agencies, reservation
system, internet and so on.
1. Travel Agents: One way of reaching a geographically diverse market place through
travel agents. The number of travel agents decreases these days. This is due to the airlines
driving their customers to the internet and the decrease in commission paid to travel
agents by airlines.
2. Tour wholesalers: Tour wholesalers assemble travel packages usually targeted to at the
leisure market.
These generally include transportation and accommodations, but may include meals,
ground transportation, and entertainment.
In developing a package, a tour wholesaler contacts with airlines and hotels for a
specified number of seats and rooms and rooms, receiving a quantity discount. The
wholesaler arranges transportation between the hotel and the airport.
3 Hotel representatives: Hotel representatives sell a hotel rooms and hotel services in a
given market area. It is often more effective for hotels to hire a hotel representative than
to use their own salesperson.
4. National, State, and Local tourist Agencies
National, State, and Local tourist Agencies are excellent way to get information to the
market and gain room bookings.
National associations promote tourism within their country. State agencies promote state
resources and attractions overseas. Regional associations can also help the independent
and chain operators.
5.4 Communications Mix and Advertising

Hospitality and tourism firms engage in a good deal of advertising and promotion. In fact,
these firms are often at the forefront in terms of creativity and spending. For example,
national restaurants are at the top of the list in terms of dollars spent in all forms of
television advertising, based on figures from Competitive Media Reporting. As the
marketing environment in which hospitality and tourism organizations operate becomes
more competitive, the importance of advertising and other forms of promotion increases.
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Emphasis here is on defining commonly used advertising terms, relations with an

advertising agency, advertising budgets, positioning and strategy, and planning and
evaluating advertising campaigns.
The Promotional Mix

The more visible forms of advertising are often used to help increase sales and profits.
However, all of the elements of the promotional mix are equally important. The
promotional mix elements include:
 Advertising,
 Personal selling,
 Sales promotion, and
 Public relations.
• Advertising is any paid form of non-personal presentation of ideas and promotion of
ideas, goods, or services by an identified sponsor.
• Personal selling is an oral presentation in a conversation with prospective consumers for
the purpose of making a sale.
• Sales promotion includes marketing activities other than advertising, personal selling,
and public relations that attempt to stimulate consumer demand and increase sales.
Commonly, sales promotion is a direct inducement offering an extra incentive to take
action, be it to buy the product or service or to obtain further information.
• Public relations is a non-personal stimulation of demand for a product or service by
providing commercially significant news about the product or service in a published
medium or obtaining favorable presentation in a medium that is not paid for by the
sponsor.
ADVERTISING MANAGEMENT
The American Marketing Association defines advertising as “any paid form of non-
personal presentation and promotion of ideas, goods, or services by an identified
sponsor.” This definition is accepted throughout the business community.
It can be broken down into four components:
1. Paid form
Advertising is paid for and controlled by the individual or group that is the sponsor.
Because someone is paying for the space (newspaper, outdoor) or time (radio, television),
this individual or group has complete control over what is said, printed, or shown. Any
promotion that is not paid for is called publicity. Because the individual or group is not
paying for the time or space, those involved do not have complete control and are at the
mercy of the writer or producer. A common form of publicity is a review of a restaurant
in a dining or food section of a local newspaper. Publicity can obviously be either
favourable or unfavourable.
2. Non-personal
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Advertising is done through the mass media without personal contact or interaction
between the seller and the potential buyer. Advertising relies strictly on nonpersonal
promotion of goods, services, or ideas.
3. Promotion related to ideas, goods, or services. Advertising need not be restricted to
the promotion of a tangible physical product or good. It may try to influence individuals
to change their way of thinking or their
behaviour.
4. Identified sponsor
All advertising has an identified sponsor. Promotion is a broader-based term denoting
efforts undertaken to induce patronage. It includes personal selling that involves face-to-
face communication between the seller and the prospective buyer as well as other efforts
designed to increase sales. Simply stated, advertising is a form of promotion, but all
forms of promotion are not necessarily advertising.
Major decision in advertising
• Marketing management must make 5 important decisions in developing an advertising

program.
A. Setting advertising objectives: the first step in designing and advertising program is to set
advertising objectives. Objectives must be based on information about the target market,
positioning and marketing mix.
Advertising objectives can be classified by their aim: to inform, persuade or remind.
• Informative advertising – is used heavily when introducing a new product category and
when the objective is to build primary demand. When an airline opens a new route, its
management often runs full-page advertisements informing the market about the new
service.
• Persuasive advertising – becomes more important as competition increases and a
company’s objective becomes building selective demand. Some persuasive advertising
has become comparison advertising, which compares one brand directly or indirectly
with one or more other brands.
• Reminder advertising – is important for mature products, because it keeps consumers
thinking about the product. Expensive Hilton or Best Western Hotels or even
McDonald’s ads on television, are designed to remind people about the company, not to
inform or persuade them.
B. Setting the advertising budget: after determining the ad objectives, a company can establish
ad budget for each product. The role of ad is to affect demand for a product. The company wants
to spend the amount needed to achieve the sales. The advertising budget has some specific
factors that should be considered when setting a budget.
C. Message decision: a large ad budget does not guarantee a successful advertising campaign.
Studies have shown that creative advertising messages can be more important than the number of
dollars spent. No matter how big the budget, advertising can succeed only if it messages get
attention and communicates well. Thus, just to gain and hold attention, today’s ad messages
should be better planned and more imaginative, entertaining and rewarding to consumers.
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Developing a creative strategy requires 3 message steps: generation, evaluation and selection and
execution.
D. Media decisions: the 4th step is to choose the media to carry the message.
E. Advertising evaluation
Managers of ad programs should regularly evaluate the communication effects of advertising.
5.5 Personal Selling

Personal selling is an interpersonal process whereby the seller ascertains, activates, and
satisfies the needs and wants of the buyer so that both the seller and the buyer benefit.
Selling need not be one-sided; it can satisfy both parties. Prospective clients can derive
benefits in that the burden of planning, organizing, and directing the various aspects of a
group meeting function is shared by the hospitality firm. For most clients, this is a
tremendous relief, as they no longer are directly responsible for the event. Of course, the
hospitality firm also benefits through increased sales and profits.
Why should a hospitality firm engage in personal selling? First, it allows the firm to be
presented in an interpersonal manner to a prospective client. The sales presentation need
not be supported by expensive visual aids. Sales calls and presentations can be as simple
as having a sales manager engage in telephone and personal solicitation. These sales calls
give the hospitality firm exposure and provide prospective clients with another choice
when arranging group meetings and banquet functions. Second, sales calls allow for two
way communication between the hotel sales manager and prospective clients. Prospects
are able to ask questions, and the representative has the opportunity to present the
hospitality firm more thoroughly than is possible through advertising. The representative
can personally demonstrate how the operation will be able to satisfy the specific needs of
the prospect. Sales calls should be made on prospective clients as well as previous clients.
Previous clients should receive follow-up calls to cultivate an ongoing business
relationship. If the previous experiences did not satisfy the client, there is all the more
reason to follow up with a sales call. Perhaps the situation can be corrected and negative
word of mouth prevented. Often mere attention to the client’s needs and a sincere effort
to improve will be enough to convince the client that the hospitality firm should be given
some additional business. The goal is to continually meet or exceed customers’
expectations, thereby ensuring their satisfaction.
5.6 Public Relations and Publicity

The term public relations is widely misunderstood and is often misused within business,
and the hospitality and tourism business is no exception. Every business interacts with a
variety of publics: consumers, the general public, the financial community, the
organization’s employees, government, the media, suppliers, and many others. Public
relations are the process by which the relationships with each of these publics is
managed. All businesses must realize that the general public is affected by everything
that companies say and do.
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Public relations are most obvious in the event of a disaster, such as a hotel fire, but
public relations encompass many other facets, and can and should take a positive
tone. The following section will discuss aspects of public relations, offering guidelines
for effective public relations, techniques that can be used effectively to manage public
relations, and finally a specific application of public relations: the opening of a hotel. It
requires great skill to effectively manage public relations, which is why many firms use
external consultants and agencies to assist them with this effort.
Public relations should be an integrated part of the overall marketing plan. Just as
objectives, strategies, tactics, action plans, target audiences, implementation schedules,
and methods for evaluation are a part of the development of a marketing plan, the same
approach should be applied to public relations. Positive and beneficial public relations do
not just happen by chance; they must be the result of individuals making it happen
according to a plan.
Public Relations Techniques

Public relations can be applied in several ways. Some of the more common techniques
include the following:
• News releases. These should be routinely sent to the media, providing information
about people and events of potential interest. Certainly, not all of the releases will result
in positive coverage, but some will.
• Photographs. These will be particularly effective if they feature a famous personality or
create a human-interest angle.
• Letters, inserts, and enclosures. Letters might be sent to government officials urging
them to take some type of action. Inserts can be used as envelope stuffers in employee
pay checks, or they can be sent as follow-up correspondence to guests or clients.
• House newsletters. These can be both internal and external but should be focused on a
specific target audience. The purpose is to communicate positive images, increase sales,
and influence public opinion.
• Speeches and public appearances. Members of the management staff should speak
before groups with either professional or civic applications. Special care should be taken
to ensure that the speech is well prepared and delivered.
• Posters, bulletin boards, and exhibits. These help draw attention to your organization.
• Audio-visual materials. Videotapes, CDs, or DVDs can be distributed to the media and
travel professionals.
• Open houses and tours. Inviting the media and travel professionals to your property can
increase awareness and create interest.
5.7 Sales Promotions

Hospitality operations promote hospitality, yet hospitality cannot be purchased, cannot be
traded, and does not appear on the menu. Hospitality is intangible, yet it is necessary for
success. When service personnel project the spirit of hospitality, the results can be
dramatic: increased sales, increased profits, increased consumer satisfaction, and, yes,
Page 63 of 65
increased employee satisfaction and motivation. Hospitality and tourism companies also
sell atmosphere, convenience, entertainment, escape, and social contact. All of these are
related to the spirit of hospitality and are equally intangible. All deserve consideration as
promotable items.
Types of Sales Promotions

A marketing manager uses the Push Promotional Strategy when he or she wants to push
the product-service mix through the service delivery system or channels of distribution.
This approach encourages increased purchases and increased consumption by consumers.
A Pull Promotional Strategy is aimed at stimulating consumers’ interest and having
them pull the product through the channels of distribution. This in turn puts additional
pressure on the retail outlets or hospitality facilities to supply the products and
services most in demand by consumers. Descriptions of some of the more commonly
used push and pull techniques follow.
TECHNIQUES FOR PUSH PROMOTIONS

• Point-of-sale (POS) displays. The displays usually seen at the counter of fast-food
restaurants or as table tents in other types of restaurants, called point-of-sale (POS)
displays, are designed to stimulate increased sales. Similarly, signs, banners, and table
tents are often displayed by hotels in their lobbies, restaurants, and guest rooms.
• Cooperative advertising. A national chain normally provides advertising at the
national, regional, and local levels to support its outlets. Also, franchisees will often
receive financial assistance with local advertising, in addition to the chain’s national
advertising, as part of the franchise agreement. This practice is called cooperative
advertising.
• Advertising materials. To encourage the local property to run advertising, the national
chain will supply camera-ready advertising materials as well as prepared radio
commercials.
• Traditional and electronic collateral material. Many firms supplement their other
promotional efforts with materials such as brochures, flyers, or directories of other outlets
within the chain. Beyond the traditional print collateral materials, firms use Web-based
promotions to communicate with current and prospective customers.
• Convention and owners’/managers’ meetings. National chains use these meetings as
a method to introduce new products and services to those who will be working in the
individual units. These meetings are used for sales and service training.
TECHNIQUES FOR PULL PROMOTIONS

• Price reduction promotions.
Price reductions for a limited time can encourage trial and increase sales. Many business-
oriented hotels that are normally busiest Monday through Thursday have used weekend
price reductions to increase volume during otherwise slow periods.
• Coupons.
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These are certificates that entitle the consumer to receive a discount when presented at
the retail outlet. They can be distributed in newspapers or magazines, face-to-face, or via
direct mail.
• Combination offers or bundling.
This involves combining two or more products or services and offering them for less than
what they would cost if purchased separately.
• Contests and sweepstakes.
The attraction of contests and sweepstakes is the highly desirable prizes that consumers
can win. There is one minor difference between a contest and a sweepstakes. Contests
require some skill on the part of the participant, while sweepstakes are based solely on
chance.
**************GOOD LUCK**************
Page 65 of 65

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Department of Marketing Management Hospitality and Tourism Marketing

College Business and Economics

Introduction to Hospitality and Tourism Marketing

1.1 The Concept of Marketing

1.2 Core Concepts of Marketing

Needs, wants and

Exchange, transaction and Value, satisfaction and

Figure: Core concepts of marketing

Needs, Wants and Demands

Exchange, Transaction and Relationships

1.4. Marketing Management Philosophies

Starting Point Focus Means Ends

The Selling Concept factory existing selling and profits through

The Marketing Concept market customer integrated profits through

Figure: Selling and Marketing Concepts Contrasted

1.4.5. Societal Marketing Concept

Marketing in hospitality and tourism

component, a lodging component, a food and beverage components, an attraction component, an

Generally, we can see H &T in different ways:

3. Experiential: The tourist here is a modem pilgrim

The Tourism Products and the Supply Factors

1. Attractions: These may be natural (flora, fauna) or manmade.

Core, Tangible and Augmented Hospitality Products:

Hotels are classified as

1.1.2 The Marketing Mix

1.1.3 The Traditional Marketing Mix

1.2 The Hospitality Marketing Mix

Marketing within the Organization

Research and Development

 What can you understand from this chapter?

Hospitality and Tourism service system

2. Introduction to Services Marketing

 Service marketers must be concerned with four characteristics of services: intangibility,

• Demand fluctuates and changes, sometimes depending on the season, or weather

eg. Taxi in the rain, vacation in summer

2.2 THE SERVICES MARKETING MIX

 Are the traditional 4 P’s enough to successfully market services?

Marketing Strategies during this Stage

Distribution: distribution decisions are determined by expected penetration or skimming and it is

 Profit usually peaks during this stage.

Marketing Strategies during this Stage

Management strategies for service businesses- include the following:

(CONSUMER OR GUEST BEHAVIOR)

3.1. Consumer (guest) behavior

To be a bullfighter, you must first learn to be a bull.” Anonymous

“The most important ingredient in the success of an organization is a satisfied

• Buying behavior is never simple.

• It is affected by many different factors, yet understanding it is the essential task of

• The consumer market consists of all these individuals and households.

• How do consumers make buying decisions?

• Understanding consumers’ behavior and “knowing Customers” is never simple.

3.2 Factors Influencing Consumer Behavior

4. PERSONAL NEEDS AND MOTIVES.

As shown in above Figure, Maslow’s hierarchy of needs is arranged in the following

SOCIAL AND BELONGING NEEDS

6. PERCEPTION AND ATTITUDE

 Dissonance-reducing Buying Behavior: It occurs when consumers are highly involved

3.4 Consumer Buying Process

Consumer buying decision processes are;