Slide 16.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Chapter 16 Managing Marketing for Tourism

Slide 16.2 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors The characteristics of 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 of tourism 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 for assessing 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 system of service encounters Figure 16.3 Self-reinforcing system of service encounters

Slide 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 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Two approaches to quality management 1.The product-attribute approach 2.The consumer-orientated approach

Slide Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Figure 16.4 Managing the perceived service quality Source: Gronroos, 1982

Slide Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Five gaps cause unsuccessful 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 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 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 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Criticisms of the marketing 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