Identify And Discuss Marketing Tactics Used By Hospitality

Identify and discuss marketing tactics used by hospitality and

Identify and discuss marketing tactics used by hospitality and tourism companies to manage the characteristics of services.

Paper For Above instruction

Hospitality and tourism companies operate within a unique service-oriented industry characterized by intangible, inseparable, variable, and perishable services. To effectively compete and satisfy customers, these organizations employ a variety of marketing tactics designed specifically to address the inherent characteristics of their offerings.

One of the primary marketing strategies is the emphasis on customer experience. Since services are intangible, companies focus on creating memorable experiences that can be perceived and evaluated by customers, thereby reducing the uncertainty associated with intangibility (Zeithaml, 1981). For instance, luxury hotels invest heavily in ambiance, personalized services, and exceptional hospitality to foster positive perceptions and loyalty.

To manage inseparability—the fact that services are produced and consumed simultaneously—hospitality companies often enhance service quality and staff training. Well-trained employees act as service differentiators, providing consistent, high-quality interactions that reassure customers. For example, airline staff's attitude and responsiveness can significantly influence customer satisfaction (Lovelock & Wirtz, 2016).

Additionally, pricing strategies such as dynamic pricing and package deals are employed to address perishability. Since unsold hotel rooms or seats cannot be stored for later sale, flexible pricing helps optimize revenue and manage demand fluctuations (Kimes, 2011).

Furthermore, companies leverage digital marketing and social media platforms to build brand loyalty and engage with customers directly, addressing variability by tailoring marketing messages and services. These tactics help mitigate the challenges of service variability by ensuring consistency across different customer interactions.

Overall, effective marketing in hospitality and tourism hinges on strategically managing the distinctive features of services, emphasizing experience, quality, flexibility, and personalized engagement to meet customer expectations and sustain competitive advantage.

References

• Zeithaml, V. A. (1981). How consumer evaluation processes work. Marketing of Services, 217-232.
• Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy. Pearson.
• Kimes, S. E. (2011). The future of perceptions of value in the hospitality industry. Journal of Revenue & Pricing Management, 10(4), 235-238.
• Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32(2), 4-20.
• Fitzsimmons, J. A., & Fitzsimmons, M. J. (2014). Service Management: Operations, Strategy, and Technology. McGraw-Hill Education.
• Bowen, J. T., & Shoemaker, S. (1998). Loyalty: A strategic tool in hospitality management. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25.
• Sigala, M. (2018). Social media and customer engagement in tourism. Journal of Tourism Management, 59, 234-244.
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