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:
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 Šerić, 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 Letiția NEGRUȘA, 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
About the Author :
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.
Review :
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.
