Study Guide

Marketing for Hospitality and Tourism
Kotler et al.

9 781292 020037

6e

ISBN 978-1-29202-003-7

Marketing for Hospitality and Tourism
Kotler Bowen Make
Sixth Edition

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ISBN 10: 1-292-02003-2
ISBN 13: 978-1-292-02003-7

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A catalogue record for this book is available from the British Library
Printed in the United States of America

Consumer Markets and Consumer Buying Behavior

Marketing Highlight

2

Unique Aspects of Hospitality and Travel Consumers

Valarie Zeithaml, a marketing consultant, published a classic article describing how the consumer evaluation process differs between goods and services. Persons purchasing hospitality and travel services rely more on information from personal sources. When looking for a good restaurant, people ask friends or people familiar with the town, such as front-desk employees or the concierge.
Restaurants should attempt to affect positively those persons whom potential customers may contact. In larger cities

References: Focusing on Emotional Outcomes,“ The Center for Hospitality Research, Cornell University, 2011. 2. See http://www.kimptonhotels.com/programs/womenintouch.aspx (accessed September 5, 2011); JaneMichele Clark, “What Women Business Travellers Expect As Hotel Guests,” 2010, http://EzineArticles. com/?expert=Jane-Michele_Clark (accessed September 5, 2011); Judi Brownell, “Creating Value for Women Traveler: Focusing on Emotional Outcomes,” The Center for Hospitality Research, Cornell University, 2011; Corinna Kretschimar-Joehnk, “What Women Want from Hotel Design,” June 2010, from http:// hospitalitystyle.com/content/what-women-want-from-hoteldesign (accessed September 5, 2011); Paul Burnham Finney, “Women-Friendly Hotel Floors Return, with Modern Twists,” New York Times (August 5, 2008); Pauline Loong, “What Women Want and Why,” Asiamoney (March 2004): 39+; “Safety Is Preferred, Security Is Preferred,” Business Travel News (January 2004): 12; Molly Cahill (February 2000), “Expecting Nearly Half of Business Travelers to html (accessed October 1, 2001); Christine CallowayHolt (2001), “The Nob Hill Lambourne Creates ‘Rebalancing Services’ for Professional Women Travelers,” http://www.hotel-online.com/Neo/News/PR2001_2nd/ Jun01_Lambourne.html (accessed October 1, 2001); Suzanne Crampton and Jitendra Mishra, “Women =1&Did=000000039998327&Mtd=1&Fmt=4 (accessed April 6, 2000); Ruth Hill, “Women Road Warriors,” HSMAI Marketing Review (Winter 2000/2001); Customers,”http://www.usatoday.com (accessed October 24, 2001); Regina McGee, “What Do Women Travelers Really Want?” Successful Meetings, 37, no. 9 (1988): 54–56; Harry Nobles and Cheryl Thompson, “Female Business Travelers’ Expectations,” http://www .hotel-online.com/Neo/News/PR2001/Jun01_femaletravelers.html (accessed October 24, 2001). 3. GDP figures from The World Facts Book (March 12, 2007), www.cia.gov/cia/publications/factbook/ 4. See U.S. "Hispanic Spending Growth Dwarfs the General Market," PRNewswire (January 5, 2010); and Noreen O 'Leary, "Latin Flavor," Next (November 2, 5. Jonathan Birchall, "Walmart Focuses on Smaller Format," Financial Times (October 19, 2009): 18; and "Burger King Wraps Up Its Annual FUTBOL KINGDOM National Tour with Scores of Success," BusinessWire (December 10, 2009). 6. http://www.iahmp.org/ (accessed August 29, 2011). 7. See Todd Wasserman, “Report Shows Shifting American Population,” Brandweek (January 11, 2000): 6: R in Numbers, Buying Power” (January 26, 2010), www. Mark Dolliver, "How to Reach Affluent African Americans," Adweek (February 2, 2010), www.adweek.com/aw/ content_display/news/strategy/e3i8decb5ca03594f57dadfad445ed35524; and U.S. Census Bureau reports, www.census.gov (accessed February 2010). 8. http://www.ncbmp.com/about/ (accessed August 29, 2010). www.census.gov (accessed October 2010). 13, 2009): 1, 29–30. (January 22, 1990): D1, D6. See also Lufthansa’s Business Travel Guide/Europe; Sergey Frank, “Global Services Marketing (New York: McGraw-Hill, 2000); and Kathryn Frazer Winsted, “The Service Experience in Two Cultures,” Journal of Retailing, 73, no (1997): 337–360. 22. Linda Abu-Shalback Zid, “What’s for Dinner,” Marketing Management (September/October 2004): 6; David Evans and Olivia Toth, “Parents Buy, But Kids Rule,” Media Asia (November 14, 2003): 22+. 11. “Briefcase—It’s Fast and It’s Kosher,” Houston Chronicle (April 25, 1997): 4C. 12. “Yum! Brands, Inc in China,” China Business Review (July–August 2004): 19; “Yum! Brands: Tasty Profits,” Business Custom Wire, October 8, 2004, EBSCOhost, Accession Number CX2004282X7447. 13. See Richard P. Coleman, “The Continuing Significance of Social Class to Marketing,” Journal of Consumer Research (December 1983): 264–280; Leon G and Leslie Lazar Kanuk, Consumer Behavior (6th ed.) (Upper Saddle River, NJ: Prentice Hall, 1997), p 14. Arun Sudhaman, “Heineken Takes Pulse to Win HK Consumers,” Media Asia (June 18, 2004): 12; Becky Ebenkamp, “Under the Influence,” Brandweek (August 9, 2004): 18; Becky Ebenkamp, “Keeping Up