Hospitality Marketing
Principles and Practices
Preview
Book Description
Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry.
The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation, with an emphasis throughout on topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the Internet has had on both marketing and hospitality, using a variety of tools including a wide range of Internet learning activities. This fourth edition has been updated to include:
- New content on social media marketing, user-generated content, group-buying behaviour, franchising, internationalization, non-predictable factors affecting sales and marketing such as COVID-19, the role of marketing in creating a competitive advantage and the role of events and experiences in marketing.
- New extensive exploration of the role of technology in marketing including the use of artificial intelligence, service robots and the metaverse to develop and deliver service and/or to measure customer experience.
- Updated online resources including a PowerPoint deck, a test bank of questions and added links to YouTube and Instagram content.
- New/updated international case studies including many more from Asian and African destinations.
This book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning.
Table of Contents
Part A: Introduction
1. Introduction to Hospitality Marketing
Part B: Pre-Encounter Marketing
2. Marketing Research
3. Understanding and Segmenting Customers
4. Competitive Strategies
5. Developing the Hospitality Experience
6. Locating the Offer
7. Pricing the Offer and Revenue Management
8. Distributing the Offer
9. Communicating the Offer
Part C: Encounter Marketing
11. Managing the Service Processes
12. Managing Customer-Contact Employees
Part D: Post-Encounter Marketing
13. Measuring and Managing Customer Satisfaction and Word-of-Mouth (WOM)
14. Relationship Marketing
Part E: The Marketing Plan
15. Marketing Planning
Author(s)
Biography
Dogan Gursoy is the Taco Bell Distinguished Professor in Hospitality Business Management at Washington State University in the School of Hospitality Business Management and the editor of Journal of Hospitality Marketing & Management. He is also the recipient of the 2021 ICHRIE Lifetime Research Achievement Award and the 2019 University of Delaware's Michael D. Olsen Research Achievement Award. Dr. Gursoy is recognized as one of the leading researchers in the hospitality and tourism area. He is consistently ranked as one of the top 10 hospitality and tourism researchers in the world based on the publications in top hospitality and tourism journals. Dr. Gursoy’s research has high impact and is widely cited. Dr. Gursoy also receives frequent invitations to give keynote speeches at international hospitality and tourism conferences. He is also an active member of several industry and academia associations.
Francis Buttle taught marketing to hospitality management students at the University of Massachusetts, Amherst and the University of Surrey. He became a full professor of marketing, relationship marketing and customer relationship management in graduate schools of management in the UK and Australia. He has published 14 books and over 150 peer-reviewed articles. He continues to mentor academic colleagues, consult for businesses and not-for-profits and serve as an expert witness in legal cases.
David Bowie, MBA, worked in the hospitality and tourism industry for over 30 years as a manager, a director and then as a marketing consultant. He taught undergraduate and postgraduate marketing at the School of Hospitality Management, Oxford Brookes University for 21 years. His research interests include hotel branding and destination marketing.
Reviews
"… a must have introductory hospitality marketing textbook for anyone who is new to hospitality marketing. Book clearly explains various hospitality marketing terms, concepts and strategies with clear examples, marketing insights and cases. It is full of important and relevant information for those who are new to hospitality marketing."
-Professor Fevzi Okumus, CFHLA Preeminent Chair Professor, Rosen College of Hospitality Management, University of Central Florida.
"...a well-structured and easy to understand hospitality marketing textbook full of important information for those of us who are new to the topic. The fourth edition of this introductory textbook explains you how to successfully apply the principles of marketing to a real-life work situation within the hospitality industry with examples and case studies"
-Professor Dimitrios Buhalis, Bournemouth University Business School.
"This book with the addition of social media marketing, user-generated content and the role of technology makes it a must-have for hospitality students and a valuable reference for academics in the relevant field."
-Catherine Prentice, Professor of Marketing, University of Southern Queensland, Australia.
"Dogan Gursoy, Francis Buttle and David Bowie have delivered a hospitality marketing book that satisfies my 3Cs: it is complete, current, and comprehensive. The book has everything you need to know about the subject, has lots of current examples and data, and covers each topic very thoroughly. The book is well organized, contains several great case studies, and offers its readers many thoughtful and useful insights."
–Dr. Chekitan S. Dev, Singapore Tourism Distinguished Professor at Cornell University’s Nolan School of Hotel Administration and author of 'Hospitality Branding'.
"The fourth edition is current and easy to read, a great resource for hospitality students. The theory is applicable globally, and the case studies illustrate well the points made. Each chapter is laid out clearly and lends itself to guide a weekly learning programme. Formatting the book following the customer lifecycle gives the book a clear progressive flow."
-Xavier Font, Professor of Sustainability Marketing, University of Surrey, UK.
"A well-established as ‘essential reading’ hospitality marketing book with completely refreshed and updated content, stronger emphasis on social media and online marketing and much wider geographic reach of destination case studies. The logical pre-encounter, encounter and post-encounter marketing structure it offers as well as the exploration of new roles of technology, artificial intelligence, service robots and the metaverse in marketing should appeal to academics, students and hospitality practitioners alike."
-Alexandros Paraskevas, Chair in Hospitality Management, London Geller College of Hospitality and Tourism, University of West London.
"This is an outstanding marketing book dedicated to the hospitality sector – full of thought-provoking insights and practical examples. The logical and accessible way it covers the whole planning, implementation and evaluation process makes this an essential text for students, instructors and practitioners seeking a comprehensive overview of hospitality marketing."
-Peter Lugosi, Professor of Culture and Organisation, Oxford Brookes University.