1. Tourism & Hospitality Marketing
Tamer Zakaria, HR Consultant
Instructor of Hospitality Management
Faculty Member of the American Hotel & Lodging Educational Institute

2. Lec.2 Service Characteristics of Tourism & Hospitality Marketing
Tourism & Hospitality Marketing Tamer Zakaria

3. Tourism & Hospitality Marketing Tamer Zakaria
Outlines
What is Tourism & Hospitality Marketing?
The Service Culture.
The Characteristics of Service Marketing.
Management Strategies for Service Businesses.
Tourism & Hospitality Marketing Tamer Zakaria

4. What is Tourism & Hospitality Marketing?
Tourism & Hospitality Marketing is a total system designed to plan, price, promote, and make available to selected markets products and services in the form of benefits and experiences that create satisfied guests and achieve organizational objectives.
Tourism & Hospitality Marketing Tamer Zakaria

5. Tourism & Hospitality Marketing Tamer Zakaria
The Service Culture
The Service Culture focuses on serving and satisfying the customer.
The Service Culture has to start with top management and flow down.
Tourism & Hospitality Marketing Tamer Zakaria

6. Characteristics of Service Marketing
Intangibility
Inseparability
Services
Variability
Perishability
Tourism & Hospitality Marketing Tamer Zakaria

7. Continued Services Intangibility Inseparability Variability
Services cannot be seen, tasted, felt, heard, or smelled before purchase
Inseparability
Services cannot be separated from their providers (People)
Variability
Quality of services depends on who provides them and when, where, and how
Perishability
Services
cannot be stored for later sale or use
Tourism & Hospitality Marketing Tamer Zakaria

8. Management Strategies for Service Businesses
Managing differentiation.
Managing service quality.
Resolving customer complaints.
Tangibilizing the product.
Managing employees as part of the product.
Managing perceived risk.
Managing capacity and demand.
Managing customer relationships.
Tourism & Hospitality Marketing Tamer Zakaria