Diploma In International Hotel

& Tourism Management

Module: Introduction to
Marketing
Lesson 2

The role and activities of marketing in the

tourism and hospitality industry
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 AGENDA
INTRO AND DEFINITION OF HOSPITALITY
MARKETING
THE SERVICE CULTURE
FIVE CATEGORIES OF OFFERINGS BY COMPANY
THE CHARACTERISTICS OF SERVICES
SERVICE QUALITY
SERVICE ENCOUNTER
SERVICE ENCOUNTER ANALYSIS
CONCLUSIONS > CHANGE, EVERYDAY
Copyright: G.J.SHANIL
Service: The centerpiece of
Hospitality Marketing

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Copyright: G.J.SHANIL
 Definition of Hospitality Marketing
Hospitality marketing is marketing efforts directed
towards the increase of revenue in the hospitality
industry.
Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering and
exchanging offerings that have value for customers,
clients, partners and society at large. In other words,
marketing is a process for getting a company's product or
service out to consumers.
Hospitality marketing is how segments of> CHANGE,
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hospitality
industry promote their products or services.
Copyright: G.J.SHANIL
 The Service Culture
Focus on serving and satisfying the customer.
Has to start with top management and flow down.
Empowers employees to solve customer
problems.
Organization’s culture must support and reward
customer need attention.
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Copyright: G.J.SHANIL
Five categories of Offerings by company
Pure tangible good
(Marker, toothpaste, salt, soap)
Tangible goods with accompanying services
(Taxi, Computers, maintenance)
Hybrid
(equal part of goods & services; Restaurant)
Major service with accompanying minor goods and services
(Airline passengers buy transportation service)
Pure services
(Baby sitting, Body massage…)
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Copyright: G.J.SHANIL
The Characteristics of Services
Product (good) marketing and services marketing differ greatly in four
major ways.
Four Characteristics of Services are:
1. Intangibility
Services cannot be seen, tasted, felt, heard, or smelled before they are
purchased.
Buyers look for tangible evidence that will provide information and
confidence about the service.
2. Inseparability
Customer-contact employees are part of the product.
Customers are part of the product.
Customers and employees must understand the service delivery system.
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Copyright: G.J.SHANIL
The Characteristics of Services cont.
3. Variability
Services are highly variable.
Services are produced and consumed at the same time.
Lack of consistency a major source of customer
disappointment.

4. Perishability
Services cannot be stored.
Perishable products are those that worsen in quality over
time, and become lesser in value.
Perishable goods decay rapidly if not refrigerated, or if
some other preservation technique is not employed
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Copyright: G.J.SHANIL
 Service Quality
Service quality involves a comparison of expectations
with performance.
According to Lewis and Booms (1983) service quality is a
measure of how well a delivered service matches the
customers expectations.
Generally the customer is requesting a service at the
service interface where the service encounter is being
realized, then the service is being provided by the
provider and in the same time delivered to or consumed
by the customer.
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Copyright: G.J.SHANIL
 Service Encounter
A service encounter is a period of time during which customer interact
directly with a service. It is also called as "Moment of Truth"
Examples of service encounters may happen in a Hotel:
-Arrival at the front office
-Greeting
-Luggage handling
-Reception
-Trip to the room
-Entry into the room
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Copyright: G.J.SHANIL
 Service Encounter Analysis
With the information at hand hospitality managers can organize, and
analyze the data and it is here that the 6S approach can help. These
are:
Specification
Staff
Space
System
Support
Style
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Copyright: G.J.SHANIL
 Service Encounter Analysis cont.
Specification means clearly detailing information about the what, when, where,
and how, of service encounters. It requires giving careful thought to the linkages
between particular service encounters and others in the service chain.
Which staff members are involved in providing the service and what skills do
they need? What attitudes are appropriate-- friendly, open, helpful, warm
service, or efficient, unobtrusive, uninvolving, unthreatening service?
Is the space appropriately designed to facilitate the service encounter and
Where will the service encounter occur?
Are the necessary systems to support the encounter in place? Is the information
necessary to respond effectively to guests' needs readily available? Is the
appropriate technology being fully used?
Are the service providers given the facilities and financial and human support
needed to do the job?
Is the management style, and marketing orientation, appropriate for the tasks
and How should the service encounter be conducted, given the enterprise
culture?
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Copyright: G.J.SHANIL
 CONCLUSIONS
Thus it can be concluded that “Service Quality
is the ability to consistently meet external and
internal customer needs, wants and
expectations involving procedural and
personal encounter” (Crosby, 1984) > CHANGE, EVERYDAY
Copyright: G.J.SHANIL
 Question
(1)Write short notes and support your answer with
relevant example for each word below:
1.Intangibility
2.Inseparability
3.Variability
4.Perishability (5 x 4)

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Copyright: G.J.SHANIL
 Question and Answer
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sjughdharree@poly.ac.mu

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