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Unique Marketing Strategies for Hospitality and Travel Services

This chapter explores the concept of services marketing and its application in the hospitality and travel industries. It discusses the six generic differences, six contextual differences, and eight specific differences of hospitality and travel services. It also highlights the five unique approaches, three unique relationships, and the significance of word-of-mouth information in this sector.

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Unique Marketing Strategies for Hospitality and Travel Services

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  1. Chapter 2 Marketing Hospitality andTravel Services

  2. Services Marketing A concept based on a recognition of the uniqueness of all services; it is a branch of marketing that specifically applies to the service industries

  3. Six Generic Differences

  4. Six Contextual Differences

  5. Eight Specific Differences of Hospitality and Travel Services Shorter exposure to services More emotional buying appeals Greater importance on managing experience clues Greater emphasis on stature and imagery

  6. Eight Specific Differences of Hospitality and Travel Services(continued) More variety and types of distribution channels More dependence on complementary organizations Easier copying of services More emphasis on off-peak promotion

  7. Five Unique Approaches Required Use of more than 4 Ps Greater significance of word-of-mouth information More use of emotional appeals in promotions Greater difficulties with new-concept testing Increased importance of relationships with complementary organizations

  8. Three Unique Relationships among Hospitality and Travel Organizations Suppliers, carriers, the travel tradeintermediaries, and destination marketing organizations (DMOs) The destination mix concept Visitors and residents

  9. Figure 2.10 Three unique relationships in hospitality and travel.

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