1.3 Hospitality and Tourism Marketing - ridwaniskandar Blog · PDF file3/3/2009 ·...
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1 Hospitality and Tourism Marketing Ridwan Iskandar SE
Transcript of 1.3 Hospitality and Tourism Marketing - ridwaniskandar Blog · PDF file3/3/2009 ·...
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Hospitality and TourismMarketing
Ridwan Iskandar SE
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Defining Hospitality and TourismMarketing
Hospitality and tourism marketing is atotal system designed to plan, price,promote, and make available toselected markets products and servicesin the form of benefits and experiencesthat create satisfied guests and achieveorganizational objectives.
American Hotel & Lodging Educational Institute,2005
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Hospitality and Tourism Segments
Food & Beverage services Lodging services Recreation services Travel-related services Convention and meeting services
American Hotel & Lodging Educational Institute, 2005
TheNatureof ServiceProducts
• Intangibility• Inseparability• Variability• Perishability
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Positioning the product-service mix
Hospitality Marketing Management, Robert D. Reid & David C. Bojanic. 2006
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6Hospitality service marketing system. Source: Adapted from C. H.
Lovelock, Services Marketing, 3d ed. (Upper Saddle River, NJ: Prentice-Hall, 1996), 55.
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The service–profit chain. Source : Adapted from A. Z. Reich,Marketing Management for the Hospitality Industry: A Strategic
Approach (New York: John Wiley & Sons, 1997), 107.
Service Quality Orientationof Management
Employee Satisfaction
Employee Retention
Delivery of Service Quality
Customer Satisfaction
Customer Retention
Profit
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