Hospitality Services

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MARKETING STRATEGIES FOR HOSPITALITY SERVICES

HOSPITALITY SERVICES  The hotel industry dependent on tourism and travel industries, and together they constitute the hospitality industry.  The demand variation in the hotel industry depends on various factors like the economy, socio-political conditions, government regulations, business cycle, weather and seasonal changes, festivals etc.  Service is a perishable service with a fixed or limited supply. Is characterized by high investment and low variable costs.

 The market for hotel industry can be geographically segmented as

tourist spots and commercial centers.  On other hand, based on customers, the market can be segmented as premium segment, leisure segment and budget segment.  Today’s customers expect more value added services from the service provider.  7P have to be handled with discretion and innovativeness.  Now a days, Indian hotel industry has ready to set new standards in

customer service.

1.E-mail marketing  Its not only establishing ongoing interactive relationships with your customers, gaining extensive knowledge of your customers and performing precise customer segmentation.  It requires shifting marketing funds from offline to online channels, and deciding what your marketing objectives will be.  In E-mail marketing, is powerful direct-to consumer distribution and marketing

2.Adver tising strategies  To develop a framework that can guide hospitality-services advertisers in answering the questions we have just raised.  The nature of intangibility and the challenges it poses for services advertisers, especially in hospitality industry.  The framework identifies set of advertising strategies to. 1) Overcome the problems of intangibility.

2) Three communication goals.

2 . 1 S E RV I C E S A N D I N TA N G I B I L I T Y  Service/performance/events that are produced by individuals, with or without the aid or technology.  While some automated services are performances produced entirely by machines, most services require some kind of interaction between employees and customers.  Service marketers wants advertising to make the intangible service benefits understood and appealing.

 The intangibility of a services create four problems when a company tries to advertise that service’s attributes and or benefits.  Those problems are:

- Abstractness - Generality - Mental Impalpability - Non - Search ability.

2.2 strategies to manage intangibility  Service advertisers need a special set of strategies to create advertising messages that clearly communicate intangible service attributes and benefits to potential customers.

2 . 3 P h y s i c a l Re p r e s e n t S t r a t e g y  Advertisers use physical objects that accompany the production of their service as tangible symbols of that service.  Service advertisers need to identify some physical entities that would most effectively represent the core service experience to customers, using those entities to give substance and meaning to their advertising.

2.3 Communication Intangible Benefits  While physical representation is an important strategy for service advertisers who wish to overcome intangibility, not all intangible service benefits can be easily represented by physicals objects.

EXAMPLE: Restaurants ads.

2.4 From Generality And Specificity  The advertising solution we propose to overcome generality is, logically, to make the message claim clear by being specific.  The documentation strategy works best when the service benefit can e objectively documented rather than when it involves subjective assessments.  This strategy entails depicting a specific service event being performed by service employees.

 The service-performance-episode strategy entails a narrative of a service event unfolding in time.  This narrative is best told in a video mode, but skillful creative work

can capture the same in print ad..

2.5 From Non-search Ability And Search Ability  Problems that service attributes are non-searchable (because they cannot be inspected prior to the purchase).  Advertising must offset this problem by either giving consumers a chance to learn about the service experience or by leading some kind of credence to service purveyor.  Credence attributes, on other hand, cannot assessed by consumers even through direct experience.

2 . 5 F r o m A b s t r a c t To C o n c r e t e  Customer testimonials to overcome non-search ability work best, however, when the experience to which the customers testify are relatively straightforward and unemotional in nature, such as “our room service was always prompt”.  In contrast are those customer experiences that operate on an emotional level or truly personal in nature.

 We call this a service-consumption-episode strategy.

2 . 6 F r o m I m p a l p a b i l i t y To p a l p a b i l i t y  Impalpability service is one that is totally to a customer.  Approach to making impalpable services more understandable is to reveal exactly what will happen during the service experience.  Termed “service-process episode” this approach entails showing the step by step service-delivery process.  In hospitality industry, cruise lines and resort often adopt such a

strategy.

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