Tourism & Hospitality Marketing Tamer Zakaria, HR Consultant Instructor of Hospitality Management Faculty Member of the American Hotel & Lodging Educational Institute

Lec.2 Service Characteristics of Tourism & Hospitality Marketing Tourism & Hospitality Marketing Tamer Zakaria

Tourism & Hospitality Marketing Tamer Zakaria Outlines What is Tourism & Hospitality Marketing? The Service Culture. The Characteristics of Service Marketing. Management Strategies for Service Businesses. Tourism & Hospitality Marketing Tamer Zakaria

What is Tourism & Hospitality Marketing? Tourism & Hospitality Marketing is a total system designed to plan, price, promote, and make available to selected markets products and services in the form of benefits and experiences that create satisfied guests and achieve organizational objectives. Tourism & Hospitality Marketing Tamer Zakaria

Tourism & Hospitality Marketing Tamer Zakaria The Service Culture The Service Culture focuses on serving and satisfying the customer. The Service Culture has to start with top management and flow down. Tourism & Hospitality Marketing Tamer Zakaria

Characteristics of Service Marketing Intangibility Inseparability Services Variability Perishability Tourism & Hospitality Marketing Tamer Zakaria

Continued Services Intangibility Inseparability Variability Services cannot be seen, tasted, felt, heard, or smelled before purchase Inseparability Services cannot be separated from their providers (People) Variability Quality of services depends on who provides them and when, where, and how Perishability Services cannot be stored for later sale or use Tourism & Hospitality Marketing Tamer Zakaria

Management Strategies for Service Businesses Managing differentiation. Managing service quality. Resolving customer complaints. Tangibilizing the product. Managing employees as part of the product. Managing perceived risk. Managing capacity and demand. Managing customer relationships. Tourism & Hospitality Marketing Tamer Zakaria