Slide 16.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Chapter 16 Managing Marketing for Tourism.

Slide 16.1

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Chapter 16Managing Marketing for Tourism

Slide 16.2

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

The characteristicsof the service product

1. Intangibility

2. Perishability

3. Inseparability

Slide 16.3

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Services and goods continuum

Figure 16.1 Services and goods continuum

Slide 16.4

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Other aspects oftourism as a service product:

1. Shorter exposure to service delivery

2. More personal

3. Growing use of self-service

4. Greater significance of managing evidence

5. Complementarity is greater

6. Easier copying of services

Slide 16.5

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Four types of risks:

1. Economic risk

2. Physical risk

3. Performance risk

4. Psychological risk

Slide 16.6

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Planning the service encounter

Figure 16.2 Planning the service encounter

Slide 16.7

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Measurements forassessing service quality:

1. Tangibles

2. Reliability

3. Responsiveness

4. Competence

5. Empathy

Slide 16.8

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Auditing systems

Table 16.1 Auditing systems

Slide 16.9

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Self-reinforcing systemof service encounters

Figure 16.3 Self-reinforcing system of service encounters

Slide 16.10

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Service recovery strategies:

1. Training

2. Watching for sign language

3. Preplanning

4. Empowerment

Slide 16.11

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Two approachesto quality management

1. The product-attribute approach

2. The consumer-orientated approach

Slide 16.12

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Figure 16.4 Managing the perceived service qualitySource: Gronroos, 1982

Slide 16.13

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Five gaps causeunsuccessful service delivery:

1. Gap between consumer expectation and management perception

2. Gap between management perception and service quality specifications

3. Gap between service quality specifications and service delivery

4. Gap between service delivery and external communications

5. Gap between perceived service and delivered service

Slide 16.14

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

The business-to-customer interface

Table 16.2 The business-to-customer interface

Slide 16.15

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

The marketing system

Figure 16.6 The marketing system

Slide 16.16

Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors

Criticisms of themarketing concept:

1. Disregard of the environment and non-consumers

2. Over-emphasis on profitable products

3. Invasion of privacy

4. Waste of resources on tourism marketing