Services Marketing in the Hospitality Economy
Services Marketing in the Hospitality Economy: An exploratory study
Fotis C. Kitsios
Technical University of Crete, Dept. of Production Engineering and Management, Chania, Greece
Paper prepared for presentation at the 98 th EAAE Seminar ‘Marketing Dynamics within the Global Trading System: New Perspective s’, Chania, Crete, Greece as in: 29 June – 2 July, 2006
Copyright 2006 by [Fotis C. Kitsios]. All rights reserved. Readers may make verbatim copies of this document for non - com mercial purposes by any means, provided that this copyright notice appears on all such copies.
1
Services Marketing in the Hospitality Economy: An exploratory study
Fotis C. Kitsios
Technical University of Crete, Dept. of Production Engineering and Management, Chania, Greece
Abstract. Meeting the challenges of an unstable and unsettled environme nt is not easy. The recent impacts on the hospitality services economy of changing technology, mergers of institutions, increasingly dema nding consu mers and increased competition have created an atmosphere of volatility and rapid change. In order to survive in this demanding market place, service organisations have only one choice, to successfully develop and launch new services. However, the failure rate of new service projects is high, because the knowledge on how new services should be developed is limited. Unfortunately, unlike tangible new product developme nt practices which have the benefit of extensive research into how successful new products are developed, the service sector has only recently begun to explore ways to ensure the success of new services. Therefore, this study focuses on a better understanding of how successful new hotel services are developed and investigates the factors, which have impact on success or failure in new service development (NSD) in the hotel sector. The results of the exploratory study are sum m arised in a conceptual model for further research. Key words : Innovation process,
Fotis C. Kitsios
Technical University of Crete, Dept. of Production Engineering and Management, Chania, Greece
Paper prepared for presentation at the 98 th EAAE Seminar ‘Marketing Dynamics within the Global Trading System: New Perspective s’, Chania, Crete, Greece as in: 29 June – 2 July, 2006
Copyright 2006 by [Fotis C. Kitsios]. All rights reserved. Readers may make verbatim copies of this document for non - com mercial purposes by any means, provided that this copyright notice appears on all such copies.
1
Services Marketing in the Hospitality Economy: An exploratory study
Fotis C. Kitsios
Technical University of Crete, Dept. of Production Engineering and Management, Chania, Greece
Abstract. Meeting the challenges of an unstable and unsettled environme nt is not easy. The recent impacts on the hospitality services economy of changing technology, mergers of institutions, increasingly dema nding consu mers and increased competition have created an atmosphere of volatility and rapid change. In order to survive in this demanding market place, service organisations have only one choice, to successfully develop and launch new services. However, the failure rate of new service projects is high, because the knowledge on how new services should be developed is limited. Unfortunately, unlike tangible new product developme nt practices which have the benefit of extensive research into how successful new products are developed, the service sector has only recently begun to explore ways to ensure the success of new services. Therefore, this study focuses on a better understanding of how successful new hotel services are developed and investigates the factors, which have impact on success or failure in new service development (NSD) in the hotel sector. The results of the exploratory study are sum m arised in a conceptual model for further research. Key words : Innovation process,
Bibliography: Reference s Andersen (2002), “Advisory study relatively to the modulation of proposals for strategy of development of Greek Tourism”, Andersen Baourakis, G., M 18 Buisson, D., Garrett, T., Souder, W.E., 1997 19 Technical University of Crete Duerr, M.G., (1986), “The Commercial Development of New Products”, Conference Board, New York 21 Organisation for Economic Cooperation and Development (OECD) (2001), “Statistics on International Trade in Services”, eurostat, 2001 edition, OECD, Paris and EU, Brussels