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Hospitality services, D.G Vaishnav School of management ppt
Service Marketing - Hospitality Industry
The hospitality industry consists of land category of fields withinthe service industry that includes lodging, restaurants, eventplanning, theme parks, transportation, cruise line, and additional fieldswithin the tourism industry. The hospitality industry is a several billion dollar industry that mostlydepends on the availability of leisure time and disposable income. A hospitality unit such as a restaurant, hotel, or even an amusement parkconsists of multiple groups such as facility maintenance, direct operations(servers, housekeepers, porters, kitchenworkers, bartenders, etc.), management, marketing, and human resources.
The industry is divided into sectors according to theskill-sets required for the work involved.Sectors include1. Accommodation,2. Food and beverage,3. Meeting and events,4. Gaming,5. Entertainment and recreation,6. Tourism services, and7. Visitor information.
Hotel Management structure(a) departments of a limited-service hotel;(b)departments of a full-service hotel (under 500 rooms);(c) departments of a full-service hotel (over 500 rooms)
Hospitality Service life cycleThis model proposes that hospitality products and services movethrough four successive stages: creation, growth, maturity, anddecline.The time necessary to pass through the each stage varies. The model has been extended to describe individual hoteland restaurant firms and the entire hospitality industry as well,Creation is the initial stage when the new business (or) product isintroduced to the market. The majority of offerings do not make itpast this stage (i.e., a spicy Mexican restaurant in northern Maine). Itis during this period that the marketplace judges its initial value.Growth is marked by a rapid increase in size (volume of products soldsuch as the number of hotel rooms or when additional restaurantsbuilt).
Maturity reflects a stabilizing of size (sales, number ofemployees, etc.).The maturity stage may linger for quite a while, creating a cash cowfor the organization after it standardizes and streamlines operations.Decline occurs when the organization begins to shrink in size.Complete decline occurs when efforts to reenergize it fail or are notimplemented.Unlike a biological entity, firms may occasionally move backwardfrom decline through their own rejuvenating actions.
Physical Evidence Physical evidence refers to the environment in which the service isassembled and in which the seller and customer interact, combinedwith tangible commodities that facilitate performance orcommunication of the service. The physical evidence of service includes all the tangiblerepresentations of service such as brochures, letterhead, businesscards, reports, signage, internet presence and equipment.
For example, in the hotel industry, Design, Furnishing, Lighting, Layout and decoration of the hotel Appearance Attitudes of its employeesWill influence customer perceptions of the service quality andexperiences.Because of the simultaneous production and consumption ofmost services, the physical facility i.e. its services capabilitycan play an important role in the service experience.
People people are all people directly (or) indirectly involved in the serviceencounter, namely the firms contact employees, personnel and othercustomers. Contact employees contribute to service quality by creating afavorable image for the firm, and by providing better service than thecompetitions. Service providers (such as hair stylists, personaltrainers, nurses, counselors and call centre personnel) are involved inreal time production of the service. They are the “service”. Much of what makes a service special derivesfrom the fact that it is a lived-through event.
Promotion Hospitality Promotion includes all the ways available tomake services in the industry known to and purchased bycustomers and clients. “Without proper promotion no industry can develop.” With vast experience in hospitality industries, goodpromotions help the industry to reach new customers-wherever they may be. There are different ways of promotion likeadvertisement, direct marketing, Events, Mediaservices, quality evaluation etc…
Direct Marketing :A well-executed direct advertising campaign can prove a positive return oninvestment by showing how many potential customers responded to a clearcall-to-action. mobile messaging Outdoor advertising Email Couponing Online Marketing Community Marketing T.V ads Voice mail marketing Tele marketing Radio Ads Fliers Direct selling Catalog distribution Promotional letters
Events & Press Kits Events can promote hospitality to a great extent. Events are attracted by both media and the public. Hospitality concerns try to increase the attractiveness of events andthese events take place after evaluating specific target markets. Exciting events are conducted to promote the hospitality concern cangenerate a great deal of favorable media coverage. Every hospitality concern, whether it is a hotel, resort or spa, regardlessof its size should have its key features and unique qualities readilyavailable for the media. An effective press kit is very essential to make sure that theestablishment is known to the public. Thus events and press kits are veryfavorable for any industry by promoting them.
Media Services & Quality EvaluationMedia plays an important role in promoting hospitality industry to a greatextends.Articles in magazines, newspapers and in website can attract public .Theycan be placed in local media.Advertisements and news reported in television supports Hospitality and willhelp to gain the attraction of new customers.Every business in hospitality industry particularly hotels, resorts and spasbenefit from a fresh perspective.Quality evaluation rates every service and gives suggestions to improve theperformance of Hospitality Services.
Team 21. Deep Patel2. Gnana Praveen3. Chitra4. Deepak5. Ganesh6. Gagan