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Hospitality Marketing: A remedy to the problems of the Hospitality Industry
This article presents a summary of the concept of industry of hospitality, the problems faced by the industry and the importance of hospitality marketing to ensure customer satisfaction and business growth.
Hospitality industry has a long evolutionary history. In older times, analysts suggest that the concept of this industry was initially known with a synonym, hotel industry. However in modern era the terminology of 'Hospitality' is more likely to include companies that provide services such as accommodation, food and beverages to travelers seeking pleasure as well as those traveling for business reasons (Gray & Liguori, 1996). On the other hand, defends that, to some extent the components of the entertainment industry such as restaurants and cruise some airlines to a lesser extent are also considered part of hospitality industry, and (Papers4you.com, 2006).
Although the industry is supposed to be durable Nevr demand but there are certain problems that this industry regularly faces. These problems include the uncertainty of the costs of even cheaper source of energy, a greater tendency of the problems in maintaining food and service cost of drinks, comparatively increased labor costs compared to productivity, customer due to increase in size and number of rooms dissatisfaction is invoked to increase enrollment and processing time of other services and more importantly a very high competition causing heavy cuts rate to survive (Gray & Liguori, 1996).
Taking these factors into account, in particular, customer dissatisfaction and reduced profits, Lewis and Chambers (1989) states that hospitality industry is historically not realized the importance of marketing and a remedy for the problem of the industry is encapsulated in "Marketing hospitality, both in its foundation and practices. It was further alleged that in 1950 and 1960, the industry focused on technology and updating their telephone reservation systems. Also, in 1970 and beyond, companies are focused on increasing assets and forgot the essence of the industry, ie "Customer service oriented.
It was suggested that players in the hospitality industry must realize that the product is different from hospitality, is, in fact, something intangible that they are selling and the two products and different reasons to buy are also different and therefore requires a marketing strategy different, something as marketing of entertainment that requires customer identification focused on the hospitality need specific targeting and positioning and the "marketing mix" hospitality. "
This trend is observed worldwide (Papers4you.com, 2006). Food chains like McDonalds, Pizza Hut, etc are now focusing on customer service and taste rather than focusing only on their own brand. McDonalds in India, for example, works differently as it focuses on "Vegetarian aspect 'of their tradition of McDonald's in the U.S. where the focus is more towards a food establishment with easy access.
Hence the debate to conclude that the hospitality industry is always necessary whenever services. However that may face certain specific problems which may be specific countered industry through marketing of hospitality "
References
Gray, W & Liguori, S, C, (1996), "Managing Hotel and Motel and "Operations, Third edition, Madrid: Prentice Hall Simon & Schuster (Asia) Pte Ltd
Lewis, R, C & Salas, R, E, (1989), "Marketing Leadership in Hospitality-Foundations and Practices of New York, other units
Papers For You (2006) "C/M/142. Thesis. Measuring service quality in a Hotel, Available from http://www.coursework4you.co.uk/sprttrav6.htm [22/06/2006]
Papers For You (2006) "P/B/582. Benefits and problems of small hospitality firms", Available from Papers4you.com [21/06/2006]
About the Author
Copyright © 2006 Verena Veneeva. Professional Writer working for http://www.coursework4you.co.uk
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