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1. Service Characteristics of Hospitality
and Tourism Marketing
Lecturer: Mukhammadieva Nodira
CHAPTER 2
Marketing for Tourism
Hospitality and Event

2. Discussion session: reading 1
 Role of social media in travel:
 Pre travel, during travel and post travel
 Use of social media in tourism marketing and management
what is popular in Uzbekistan?

3. session Objectives
1. Describe a service culture.
2. Identify four service characteristics that affect the
marketing of a hospitality or travel product.
3. Explain seven marketing strategies for service businesses

4. Characteristics of Service Marketing
Characteristics
of Services

5. Intangibility
 Services can not be seen, tasted, felt, heard, or smelled.
 Tangible evidences reduce uncertainty
 High risk associated with services.
 Lack of tangibility after the experience
 Companies should create memorable guest experiences
 Tangibles provide signals as to the quality of the intangible
service.
 Exterior and Interior design
 Uniforms of employees
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6. Tangible Strategies for Service Business
 Promotional material
 Employees’ appearance, and
uniforms
 Physical environment
 Building exteriors
 Equipment
 Furniture and fixture
 Signs
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7. Servicescape
 The concept of a servicescape was developed by Booms and Bitner (1981)
to emphasise the impact of the physical environment in which a service
process takes place.
 Booms and Bitner defined a servicescape as
"the environment in which the service is assembled and in which the seller
and customer interact, combined with tangible commodities that facilitate
performance or communication of the service"
(Booms and Bitner, 1981, p. 36).

8. An Integrative Framework:
The Servicescape Model

9. Inseparability
 Customer-contact employees are part of the product
 Other customers become part of service
 The employee becomes part of service
 The customer and the employee interact with the
service delivery system.
 Customers and employees must understand the
service delivery system.
 Select, hire and train customers.
 Select and train contact employees
 Empower employees
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10. Variability
 Services are highly variable
 Services are produced and consumed simultaneously.
 Service consistency depends on the service provider’s skill.
 Fluctuating demand makes it difficult to deliver consistent quality.
 Lack of consistency a major source of customer disappointment.
 Guest expectations are different.
 Train contact and non-contact employee
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11. Perishability
 Lack of ability to inventory – services can not be stored
 Capacity and demand must be successfully managed
 If services are to maximize revenue, they must manage
capacity and demand.
 Change customer use pattern (Hourly, daily, seasonally)
 Cross-train employees
 Involve customer in the service delivery system
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12. Capacity Management
Involve the Customer in the Service Delivery System
Cross-Train Employees
Use Part-Time Employees
Rent or Share Extra Facilities and Equipment
Schedule Downtime During Periods of Low Demand
Change the Service Delivery System

13. Demand Management
Use Price to Create or Reduce Demand
Use Reservations
Overbook
Revenue Management
Use Queuing
Shift Demand
Create Promotional Events

14. Tips for Managing Waiting Lines
1. Unoccupied time feels longer than occupied time
2. Unfair waits are longer than equitable waits
3. Uncertain Waits Are Longer than Known, Finite Waits

15. Management Strategies for Service
Business
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 Service firms use marketing to position themselves
strongly in chosen target markets.
 In a service business the customer and frontline
service employee interact to create service
 Service providers must work to interact effectively
with customers to create superior value.
 Successful service companies focus their attention on
both their employees and customers.

16. The Service Profit Chain
Healthy
service profits
and growth
Satisfied and
loyal
customers
Internal
service
quality
Satisfied and
productive
service
employees
Greater
service value

17. Types of Marketing
Internal
Marketing
Interactive
Marketing
Service
Marketing

18. Interactive Marketing
Interactive Marketing:
Perceived service quality depends heavily on the quality
of the buyer-seller interaction during the service
encounter.
 The customer judges service quality not just on
technical quality (the quality of the food) but also its
functional quality (the service provided in the
restaurant).
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19. Marketing Strategies
Employees
As Part Of
The Product
Perceived
Risk
Capacity
and
Demand
Customer
Complaints
Service
Quality
Service
Differentiation
Service
Productivity

20. Example: Service
differentiation
https://www.youtube.com/w
atch?v=Sowy6pElYCo

21. Managing customer interactions
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22. Handling customer complaints
 https://www.youtube.com/watch?v=tWn
aKsmQ6k8&t=1s

23. Perceived Risk in travel
 Watch the report in French, take notes
from sub titles
 Replay the clip, stop at certain key
issues and let students to take notes.
 https://www.youtube.com/watch?v=J4V
e41JPMVQ

24. Re-thinking the conceptualization of customer value and
service quality within the service-profit chain (Walker et
al, 2006)
Reading 2 for next session