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The hospitality, tourism, and leisure industry provides services to customers, and therefore its marketing strategies and initiatives must be uniquely different from that of marketing a regular/industrial product.
Many services provided in this industry are generally consumed during the time they are produced, and therefore marketers and practitioners must provide added value in forms (such as convenience, comfort, great taste, or health) that are fundamentally intangible. This is unlike the marketing of regular/industrial products, where no value addition is necessary. Additionally, unlike in the marketing of goods where production is separate from consumption, customers actively participate in the production of services within the hospitality, tourism, and leisure industry, and therefore any marketing effort in this domain should incorporate customer satisfaction and service quality initiatives because of simultaneous production and consumption. Lastly, the perishability dimension in the services provided in the hospitality, tourism, and leisure industry calls for the adoption of a unique marketing strategy that emboldens service quality and customer loyalty since services cannot be returned, resold, or stored. A regular/industrial product comes with sufficient shelf-life, thus its marketing strategy is different from that of a service.
The post is not only informative but insightful too as it brings into the limelight the various concepts involved in the marketing of products in the service setting, including ‘word of mouth’, customer value and satisfaction, exchanges and long-term relationships, as well as customer loyalty and customer service. However, the writer could have shed some light on service characteristics instead of merely mentioning them.
Although the post does not illuminate the unique differences as regards the marketing of an industrial product, it sheds light on the marketing of a product or service within the hospitality, tourism, and leisure context. Some of the service marketing characteristics that stand out in the post include:
- Identification of customer needs
- Serving the customer over and over again
- Consistency in quality of service.
The post is spot on in illuminating some of the factors that differentiate the marketing of service from the marketing of an industrial product. Among the factors mentioned, it is clear that marketing service should be guided by customer needs and wants, not mentioning that management should strive to create an environment where the exchange of value with the customers is enhanced. Additionally, the quality of service and staff attitudes, are also key in the marketing of services.
Services include all Econo.