Professional Documents
Culture Documents
Service
Characteristics
of Hospitality
and Tourism
Marketing
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
“Managers do not control the quality of the product
when the product is a service . . . .
The quality of the service is in a precarious state –
it is in the hands of the service workers who
‘produce’ and deliver it.”
-Karl Albrecht
– Promotional Material
– Physical Environment
– Employee appearance
• Stress as a benefit
– Rather than own and staff corporate
lodging, negotiate a rate with a hotel and
pay for only what you use
• Characteristic of inseparability of
customer and employee during service
delivery system
• Interactive marketing
• Internal marketing
• Organization image
• Physical evidence
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Key Terms
• Point-of-encounter
• Service culture
• Service intangibility
• Service inseparability
©2006 Pearson Education, Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Key Terms
• Service perishability
• Service-profit chain
• Service variability
• Trade dress