The handbook is international in its nature as it attempts to examine marketing issues, challenges and trends globally drawing from the knowledge and expertise of experts from around the world.
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 Seric, 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 Koeseoglu 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, Maria-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 Letitia NEGRUSA, 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 Maria Pilar Martinez-Ruiz, Isabel Llodra-Riera, Ana Isabel Jimenez-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