The Tourism and Hospitality Product
The Tourism and Hospitality Product
The Tourism and Hospitality Product
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Topics
Components of the tourism and hospitality product Various levels of products or services Tools used in product planning Packaging and branding New product development in the tourism and hospitality sector
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Response to Servicescapes
Employees and customers in service firms respond to dimensions of their physical surrounding in three ways:
cognitively emotionally physiologically
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Product Planning
Product mix
portfolio of products that an organization offers to one market or several five basic market/product options exist
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airlines with a product for business and economy class travellers continued...
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Positioning
The objective is to create a distinctive place in the minds of potential customers Four key positioning strategies
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Relative to competitors
Hertz Rental Car campaign We try harder
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Branding
A brand offers the consumer relevant added value, a superior proposition that is distinctive from competitors and imparts meaning above and beyond the functional aspects Snapshot: Chefs as Brands
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Advantages of Branding
helps reduce medium and long-term vulnerability to the unforeseen external events reduces risk for the consumer at the point of purchase facilitates accurate marketing segmentation by attracting some and repelling other consumer segments provides the focus for the integration of stakeholder effort strategic weapon for long-range planning in tourism
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Brandicide
It has been suggested that companies can commit brandicide by stretching a well-known brand too far Think of a brand that has done this.
What was it that killed it off? Take a tourism brand you are familiar with and keep stretching it.
How far can you go?
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Packaging
Packaging
the process of combining two or more related and complementary offerings into a single-price offering customer benefits include:
ability to budget for trips increased convenience greater economy opportunity to experience previously unfamiliar activities and attractions opportunity to design components of a package for specialized interests.
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Gourmet holidays Mobile check in Smart glasses Flying casinos Branded hotel floors Iceberg tourism