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Routledge Handbook of Hospitality Marketing
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Book Description
This handbook analyzes the main issues in the field of hospitality marketing by focusing on past, present and future challenges and trends from a multidisciplinary global perspective. The book uniquely combines both theoretical and practical approaches in debating some of the most important marketing issues faced by the hospitality industry.
Parts I and II define and examine the main hospitality marketing concepts and methodologies. Part III offers a comprehensive review of the development of hospitality marketing over the years. The remaining parts (IV–IX) address key cutting-edge marketing issues such as innovation in hospitality, sustainability, social media, peer-to-peer applications, Web 3.0 etc. in a wide variety of hospitality settings. In addition, this book provides a platform for debate and critical evaluation that enables the reader to learn from the industry’s past mistakes as well as future opportunities.
The handbook is international in its constitution as it attempts to examine marketing issues, challenges and trends globally, drawing on the knowledge of experts from around the world. Because of the nature of hospitality, which often makes it inseparable from other industries such as tourism, events, sports and even retail, the book has a multidisciplinary approach that will appeal to these disciplines as well as others including management, human resources, technology, consumer behavior and anthropology.
Table of Contents
Contents
Lists of figures
List of tables
List of contributors
INTRODUCTION
Dogan Gursoy
PART 1: HOSPITALITY MARKETING CONCEPTS
Chapter 1: Hospitality marketing: A historical perspective
S.Emre Dilek and Serhat Harman
Chapter 2: A critical review of five hospitality marketing concepts
Gaunette Sinclair-Maragh
Chapter 3: A Critical Review of Market Segmentation, Target Marketing and Positioning in Hospitality Marketing
Precious Chikezie Ezeh
PART 2: HOSPITALITY MARKETING METHODOLOGIES
Chapter 4: A critical review of hospitality marketing statistical techniques and applications
Edward C. Bolden, III
Chapter 5: Hospitality marketing methodologies: Qualitative marketing methodologies
Rosemarie Neuninger
Chapter 6: Quantitative marketing methodology and methods
Lisa Slevitch
Chapter 7: Questionnaire Survey Design in Hospitality Marketing
Yinghua Huang
PART 3: HOSPITALITY MARKETING APPROACHES, FUNCTIONS AND STRATEGIES
Chapter 8: The Foundation of 21st Century Hospitality Marketing Strategy
Bonnie J. Knutson, PhD
Chapter 9: Product/service management
Drita Kruja
Chapter 10: Distribution of Hospitality Products
Thomas A. Maier and Frank Ohara
Chapter 11: Financial Marketing Decisions in the Hospitality Industry
Albert Barreda
Chapter 12: Marketing information management
Nuray Selma Ozdipciner
Chapter 13: Selling in the Hospitality Industry
Jeffrey A. Beck
Chapter 14: Promotion in the Hospitality Industry
Ali Dalgic, Ozan Guler, Kemal Birdir
Chapter 15: Advertising in Hotel industry: The Influence of Emotional Appeals in Advertising on Consumers’ Purchase Intention in Hotel Industry
Ladan Fotouhnezhad,
Chapter 16: Public relations in hospitality marketing
W.K. Athula C. Gnanapala
Chapter 17: Online distribution channels and yield management in hotel business
Baris Civak, Erhan Kaya, Murat Emeksiz
Chapter 18: Internal Marketing
Aaron Hsiao, Emily Ma
Chapter 19: Perceptual and relational approach to hotel brand equity:
Measurement, criticism, and challenges
Maja Šeric, Irene Gil-Saura
Chapter 20: Sensory marketing in hotels: understanding of sensory triggers for hotel operations
Bona Kim, Saerom Wang, Cindy Yoonjoung Heo
Chapter 21: The silver segment: a case study on how to adapt marketing strategies to segmentation opportunities in the hospitality industry
Adela Balderas, Olga Rivera
PART 4: HOSPITALITY CONSUMER BEHAVIOUR
Chapter 22: Hospitality Consumers’ Decision Making
Haywantee Ramkissoon
Chapter 23: Hospitality Consumers’ Information Search Behavior: Reinforcement and Displacement of Traditional Media
Haywantee Ramkissoon
Chapter 24: Customer motivation, attitude and beliefs
Girish Prayag
Chapter 25: Relationship marketing management and loyalty in hospitality firms
Roya Rahimi, Fevzi Okumus, Mehmet Ali Köseoglu
Chapter 26: Customer Delight: A New Marketing Strategy to Build up Trust
Soma Sinha Roy
Chapter 27: Generation Y perspective of hotel disintermediation and User-Generated Content: the case of Taiwan
Giacomo Del Chiappa, Anestis Fotiadis
PART 5: IMPACT OF CULTURE ON HOSPITALITY MARKETING
Chapter 28: Impact of culture on hospitality service/product delivery and production
Shangzhi (Charles) Qiu, Dan Jin, Saerom Wang
Chapter 29: Impacts of culture on hospitality customers decision making process
Eun-Kyong (Cindy) Choi, Inna Soifer, Hyun-Woo Joung
PART 6: SUSTAINABILITY AND THE ENVIRONMENT
Chapter 30: Hospitality sustainability practices, consumer behavior and marketing
C. Michael Hall
Chapter 31: Promoting sustainability initiatives in the hospitality industry
Bidisha Burman, Pia A. Albinsson
Chapter 32: Impact of sustainability practices on hospitality consumers’ behaviors and attitudes: A Case of LUX* Resorts & Hotels
Vishnee Sowamber, Haywantee Ramkissoon, Felix Mavondo
Chapter 33: Sustainable practices in spanish and hungarian hotels: A triple bottom line approach
Irene Gil-Saura, María-Eugenia Ruiz-Molina
PART 7 - INNOVATION IN HOSPITALITY MARKETING
Chapter 34: A critical review of innovation in hospitality marketing
Eojina Kim, Liang (Rebecca) Tang, Robert Bosselman
Chapter 35: Innovation in product/service development and delivery
Adina Leti¿ia NEGRU¿A, Valentin TOADER, Veronica Rozalia RUS
Chapter 36: Innovation in Hospitality Service Experience Creation and Delivery
James Brian Aday, Steve Lui, Andrew R. Walls
Chapter 37: The Integrated Marketing Communications in Hospitality and Tourism Industry
Chuhan Wang and Ercan Sirakaya-Turk
PART 8: INTERNET AND TECHNOLOGY
Chapter 38: A critical review of the impact of technology and the internet on hospitality marketing
Blake H. Bai, Chloe S. Kim, Peter B. Kim and Simon Milne
Chapter 39: Changes in Distribution of Hospitality Products and E-commerce
Marios Sotiriadis
Chapter 40: Impact of peer-to-peer review sites on hospitality consumer behaviors and product service/delivery
Myunghee Mindy Jeon
Chapter 41: Social media and hospitality marketing
María Pilar Martínez-Ruiz, Isabel Llodrá-Riera, Ana Isabel Jiménez-Zarco
Chapter 42: Mobile apps and hospitality marketing
Lu Zhang
Chapter 43: Personalized Hotel Recommendation based on Social Networks
Shaowu Liu and Gang Li
Chapter 44: The impact of smartphones on hospitality consumer behavior
Colin Mang, Natalya Brown, and Linda Piper
Chapter 45: The effect of user-generated content on consumer responses in hotels and restaurants: a social communication framework
Lawrence Hoc Nang Fong
PART 9: FUTURE OF HOSPITALITY MARKETING: TRENDS AND CHALLENGES
Chapter 46: An overview of trends and challenges in the hospitality industry.
Chris Ryan
Chapter 47: Changes in Hospitality Consumers’ Needs and Wants
James Arthur Williams, Stefanie Benjamin
Chapter 48: Future of hospitality marketing: trends and challenges
Sergio Moreno Gil, J.R. Brent Ritchie
Chapter 49: The Evolving Future of Sales
Richard G. McNeill
Index
Editor(s)
Biography
Dogan Gursoy is the Taco Bell Distinguished Professor in the School of Hospitality Business Management at Washington State University, USA and the Editor-in-Chief of the Journal of Hospitality Marketing & Management. His research has been published broadly in refereed Tier I journals such as Annals of Tourism Research, Journal of Travel Research, Tourism Management, International Journal of Hospitality Management and Journal of Hospitality & Tourism Research. He has also developed and designed the "Hotel Business Management Training Simulation" (www.hotelsimulation.com), a virtual management training game where participants are divided into teams and assigned the task of running 500-room hotels in a competitive virtual marketplace.
Reviews
This is an 'encyclopedia' in hospitality sales and marketing: comprehensive and systematic, at the same time cutting edge and in-depth. Every hospitality student and young scholar should own a copy of this book. Prof. Chaozhi ZHANG, Sun Yat-sen University, China
An enjoyable and inspiring collection of well written pieces containing a wide coverage of theoretical, methodological and practical examples in the area of hospitality marketing. The handbook is a thorough and critical review of the many aspects and the many issues at stake in the field. The different contributions illustrate well how theories and concepts can be applied in the hospitality industry, and provide good recommendations for the industry for a successful design and implementation of marketing strategies and actions. Its comprehensive and multidisciplinary approach make it an essential reference for scholars and practitioners looking for a deeper understanding of the contemporary key applications and the future trends that shape the industry. Rodolfo Baggio, Professor, Master in Economics and Tourism, Bocconi University, Italy
This comprehensive book contains chapters from leading researchers that make a unique contribution to the field. Contributors draw on a wide range of disciplinary perspectives and paradigms to explain hospitality concepts. This handbook serves as an invaluable resource for understanding the theoretical and practical aspects of hospitality marketing and is useful to undergraduate and postgraduate students conducting research in the field as well as practitioners. Robin Nunkoo, Associate Professor, University of Mauritius.