In any business, marketing strategy plays a key role in building a brand, alluring new customers and maintaining loyalty. Hospitality business as an industry has grown significantly in recent times and has allowed for short-term voluntary movements of people (tourists and visitors) outside their home; this has generated sources of employment and has allowed the foreign exchange to help development and welfare for the country receiving tourism. The cities aim to make investments to generate actions that promote culture, infrastructure, government policy, technology and research and professionalization aimed at achieving the development of this activity to generate value and promote the satisfaction of visitors and the development of destinations. Therefore, the satisfaction of the trip is essential in the success of tourist business and the comparison between the expectation and the experience must be constantly checked during the evaluation of the visitor to the destination with respect to the quality of the service perceived in the trip.

This book intends to highlight the importance of marketing and how marketing could be used to ensure success in a highly competitive, unpredictable and assorted industry such as the hospitality industry and formulating public policies and strategies in the development of tourism destinations. The 21st century, among other things, is a century of great marketing, attracting the attention of enticing marketing, the consumer public, at all times for the consumption of different goods and services with many facilities with price discounts, gifts, EMIs, and such others. Therefore, this book opens with this changing marketing scenario with the help of new marketing methodologies of high advertisement and direct marketing, which indicate the consumer getting the best deal in the new 21st-century marketing from which sovereign marketing found to be the best marketing type for social good. With the development of science and technology, more and more social software emerge. In this context, new marketing ways also emerge in an endless stream. In the rapid upgrading society, marketing mode is constantly changing. Enterprises, which want to adapt to society, must keep up with the trend of the time. Therefore, using a new marketing model is an important means for catering enterprises to improve their competitiveness. Thus, considered as an important means to cope with international competition, the book focuses on WeChat marketing, which is an essential tool for catering industry marketing.

The book follows with a closer look at tourism marketing aimed at identifying and validating determinants of tourist satisfaction. In this context, the main objective of the study was to measure tourist satisfaction and to evaluate its determinants defined in variables such as product, price, distribution and tourist service as secondary axes of scope and transversal design. Next, it empirically investigates how Internal Marketing relates to Marketing Effectiveness in the Hotel Industry. It also illustrates the role of social media, user-generated platforms and crowdsourcing in the development of tourism destinations. Moreover, it deliberates on the diffusion of user-generated technologies, explores the most popular media channels. The book concludes that service delivery and customer satisfaction are significantly related and could predict the growth and improve the quality of services offered. This book shows you how to apply the principles of marketing within the hospitality business by concentrating on past, present and future trends and issues from a multidisciplinary global perspective.


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