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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Chapter Seven Understanding Individual Customers
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Characteristics of Customers Needs and wants –Behavior Primacy Theory –Maslow’s “hierarchy of needs”
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition The Buying Decision Process Search process Stimuli selection Perceptions Reality is perception Beliefs Needs, wants, and problems Alternative evaluation Attitudes Alternative comparison Expectations Choice intentions Behavior Perception vs. reality Outcomes
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers The Business Traveler –One of the most desirable segments –First consideration: location –Second consideration: reputation and price –Know the price range for market conditions
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.) The Pleasure Traveler –Travel for a non-business purpose –Powerful segment for restaurant industry –High growth potential market –Major segment: family travelers –Major segment: visiting friends and relatives
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.) Resort Market –Need to fulfill the idea of vacation –2/3 pleasure, 1/3 business/conference attendees –Trend toward shorter, more frequent trips
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.) The Package Market –Offering a room and amenities for one inclusive price –Developing packages “Sum is cheaper than the individual parts” Offer amenities the consumer might not purchase individually Make it hassle-free –Club Med, Sandals
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.) The Mature Traveler –Aged 55+ and a sub-segment of the pleasure market –A growth segment –Not a homogenous group –More flexible travel patterns
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.) International Travelers –A growth segment –Bordering countries provide the most tourists –Complex and heterogeneous –Tour operators make up 70% of U.S. international travelers –Hospitality is a global market, regardless of intention
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Types of Hospitality Customers (cont.) Free Independent Travelers (FIT) –All travelers that don’t fit into another category –Can be a substantial portion of a hotel’s customer base
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© 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition
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