Marketing for Hospitality and Tourism / Edition 4

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Overview

This hospitality marketing book is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. An abundance of real-world examples and cases and experiential and internet exercises give users extraordinary insight into marketing situations they will actually encounter on the job.

Real-world in focus, topics reflect the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries. PART 1: Understanding the Hospitality and Tourism Marketing Process–Introduces the concept of hospitality marketing and its importance. PART 2: Developing Hospitality and Tourism Marketing Opportunities and Strategies–Explains the role of consumer behavior and how it affects the marketing environment. PART 3: Developing the Hospitality and Tourism Mix–Identifies and explains strategies for promoting products and the various distribution channels. PART 4: Managing Hospitality and Tourism Marketing–Highlights the latest trends in electronic marketing, destination marketing, and planning for the future.

For those with careers in hospitality, hotel, restaurant or tourism customer service or marketing.

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Product Details

  • ISBN-13: 9780131193789
  • Publisher: Prentice Hall
  • Publication date: 6/1/2005
  • Edition description: REV
  • Edition number: 4
  • Pages: 960
  • Product dimensions: 8.20 (w) x 10.22 (h) x 1.49 (d)

Read an Excerpt

We would like to thank the students and instructors who have used this text in the past. Their support has enabled us to come out with our fourth edition in just ten years. This text is now available in seven languages, plus English. Students have told us Marketing for Hospitality and Tourism is both readable and interesting. One student wrote, "I enjoyed reading this book—it didn't seem like I was reading a textbook." The fourth edition maintains that readability. We had a team of students read each of the chapters to make sure the concepts presented made sense to them. Additionally, students were involved in the final choice of illustrations for the text. We wanted to make certain the illustrations were both useful and interesting. For instructors, we made the text flow smoother from a teaching perspective and a team of professors were involved in developing and producing teaching aids.

The book is written with the hospitality and travel student in mind. The solicited and unsolicited comments we received from both students and their instructors were incorporated into the fourth edition. The authors have extensive experience working with hospitality and travel businesses around the globe. Our understanding of the hospitality and travel business ensured that the end result is a book that clearly explains marketing concepts and then shows how they apply to real-life situations.

The book has an international focus. Domestic companies are expanding overseas, while their home markets are being invaded by international companies; business markets have become internationalized. We feel that students must be exposed to business and cultural examples from other parts of theworld. Rather than have one chapter on international marketing, we have incorporated examples throughout the text.

This text has truly evolved as a team project. Without the support of our students and faculty at other universities and colleges this book would not have developed into the leading book in its category. We thank you for your support and acknowledge those below who have been involved in the development of the book.
We Welcome Your Comments

We would like to hear your comments on this edition and your suggestions for future editions. Please address these comments to: John Bowen, Conrad N. Hilton College of Hotel Management, University of Houston, jbowen@uh.edu
Acknowledgments

This book is the result of the efforts of many individuals. Juline Mills, Purdue University, produced the PowerPoint Slides and Companion Website. Dave Grulich, Brevard Community College, produced the Instructor's Manual and Rich Howey, Northern Arizona University, produced the Test Bank. Jason Finehout, a graduate student at the University of Houston, helped with the research and development of the fourth edition.

We owe special thanks to a number of people who helped make the first edition possible: Michael Gallo for his research efforts; Anna Graf Williams and Allen Reich of the University of Houston who served as early reviewers; Ming (Michael) Liang for suggesting the chapter review format; and Christa Myers for her help as project manager of the first edition. Carrie Tyler at UNLV for her research work and for serving as project manager for the second edition. Walter Huertas, Shiang-Lih Chen McCain, Michelle North, and Tracee Nowlak made up the students team for the third edition.

Many thanks to the many students and the following persons who reviewed the first edition of the text: Jennifer A. Aldrich, Johnson & Wales University, Providence, RI; James A. Bardi, Penn State Berks Campus, Reading, PA; Jonathan Barsky, McLaren School of Business, University of San Francisco; David C. Bojanic, University of Massachusetts; Tim H. Dodd, Texas Tech University, Lubbock, TX; Rich Howey, Northern Arizona University; C. Gus Katsigris, El Centro College, Dallas, TX; Ed Knudson, Linn-Benton Community College, Albany, OR; Allen Z. Reich, University of Houston; Howard E. Reichbart, Northern Virginia Community College; and Anna Graf Williams, Johnson & Wales University, Providence, RI.

The following reviewers were helpful in guiding us through the revisions in the second edition: Bonnie Canziani, San Jose State University, San Jose, CA; Andy Feinstein, Penn State University, University Park, PA; Marvel L. Maunder, Ph.D., Southwest Missouri State University, Springfield, MO; H. G. Parsa, Ph.D., SUNY College, Buffalo, NY; Edward B. Pomianoski, CFBE, County College of Morris, Randolph, NJ; Emily C. Richardson, CHA, Widener University, Chester, PA; Ralph Tellone, Middlesex County College, Edison, NJ; and Gregory R. Wood, Ph.D., Canisius College, Buffalo, NY.

The following reviewers were helpful in guiding us through the revisions in the third edition: Kimberly M. Anderson, University of Alabama; Mark Bonn, Florida State University; Harsha E. Chacko, University of New Orleans; Tim Dodd, Texas Tech University; Geralyn Farley, Purdue University Calumet; Richarde M. Howey, Northern Arizona University; Ken McCleary, Virginia Polytechnic Institute and State University; Joan Remington, Florida International University; John Salazar, Southern Illinois University.

Jane Boyland, Johnson & Wales University; Juline Mills, Purdue University; and Muzzo Uysal, Virginia Polytechnic Institute and State University reviewed the third edition and suggestions for the fourth edition.

We appreciate the support and enthusiasm of the companies that provided advertisements and illustrations for the book. These companies and organizations put forth a great deal of effort in finding and providing the materials we requested. Working with them was one of the most rewarding parts of producing the book. We would also like to thank Vern Anthony, Marion Gottlieb, and Jessica Balch for their help and advice throughout the project. Finally, we would like to thank our families for their support and encouragement.
Philip Kotler

John Bowen

James Makens

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Table of Contents

1 Introduction : marketing for hospitality and tourism 3
2 Service characteristics of hospitality and tourism marketing 37
3 The role of marketing in strategic planning 71
4 The marketing environment 111
5 Marketing information systems and marketing research 151
6 Consumer markets and consumer buying behavior 195
7 Organizational buyer behavior of group market 231
8 Market segmentation, targeting, and positioning 259
9 Designing and managing products 301
10 Internal marketing 353
11 Building customer loyalty through quality 385
12 Pricing products : pricing considerations, approaches, and strategy 445
13 Distribution channels 497
14 Promoting products : communication and promotion policy and advertising 539
15 Promoting products : public relations and sales promotion 589
16 Professional sales 629
17 Electronic marketing : Internet marketing, database marketing, and direct marketing 683
18 Destination marketing 723
19 Next year's marketing plan 763
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