Slide 16.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, ©...
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Slide 16.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Chapter 16 Managing Marketing for Tourism
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Transcript of Slide 16.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, ©...
Slide 16.1
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Chapter 16Managing Marketing for Tourism
Slide 16.2
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
The characteristicsof the service product
1. Intangibility
2. Perishability
3. Inseparability
Slide 16.3
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Services and goods continuum
Figure 16.1 Services and goods continuum
Slide 16.4
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Other aspects oftourism as a service product:
1. Shorter exposure to service delivery
2. More personal
3. Growing use of self-service
4. Greater significance of managing evidence
5. Complementarity is greater
6. Easier copying of services
Slide 16.5
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Four types of risks:
1. Economic risk
2. Physical risk
3. Performance risk
4. Psychological risk
Slide 16.6
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Planning the service encounter
Figure 16.2 Planning the service encounter
Slide 16.7
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Measurements forassessing service quality:
1. Tangibles
2. Reliability
3. Responsiveness
4. Competence
5. Empathy
Slide 16.8
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Auditing systems
Table 16.1 Auditing systems
Slide 16.9
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Self-reinforcing systemof service encounters
Figure 16.3 Self-reinforcing system of service encounters
Slide 16.10
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Service recovery strategies:
1. Training
2. Watching for sign language
3. Preplanning
4. Empowerment
Slide 16.11
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Two approachesto quality management
1. The product-attribute approach
2. The consumer-orientated approach
Slide 16.12
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Figure 16.4 Managing the perceived service qualitySource: Gronroos, 1982
Slide 16.13
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Five gaps causeunsuccessful service delivery:
1. Gap between consumer expectation and management perception
2. Gap between management perception and service quality specifications
3. Gap between service quality specifications and service delivery
4. Gap between service delivery and external communications
5. Gap between perceived service and delivered service
Slide 16.14
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
The business-to-customer interface
Table 16.2 The business-to-customer interface
Slide 16.15
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
The marketing system
Figure 16.6 The marketing system
Slide 16.16
Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors
Criticisms of themarketing concept:
1. Disregard of the environment and non-consumers
2. Over-emphasis on profitable products
3. Invasion of privacy
4. Waste of resources on tourism marketing
