“An innovative and cross-cutting approach to Hospitality that examines the fundamentals of the subject in a concise and commendable way. Roy Wood’s academic and practitioner expertise is brought to bear on this succinct synthesis of the subject that will quickly become a must read for all students and academics in the hospitality area.” –Professor Stephen J. Page, Bournemouth University Hospitality Management: A Brief Introduction is designed for undergraduate and postgraduate students studying hotel and hospitality management and hospitality studies. The book includes coverage of the principal areas of functional management in hospitality including: employee relations • accommodation management • food and beverage managementxs • marketing and sales • industry structure and strategy • the nature of management roles • hospitality management education • future trends in the field. Roy Wood uses a wide range of established and contemporary research and reflects critically on its subject, including from the perspective of the hospitality consumer, to ensure that readers gain wide awareness of the realities and challenges of the hospitality industry.
Chapter 6: Would You Like To Join Our Customer Loyalty Programme? Marketing And Consumption In Hospitality
Would You Like To Join Our Customer Loyalty Programme? Marketing And Consumption In Hospitality
After reading this chapter, you should:
- understand that at the operational level at least, marketing plays a limited role in hospitality (and particularly hotel) management whereas the sales function is of critical importance;
- appreciate those marketing concepts – segmentation and branding – that do have immediate implications for hospitality operations, including developing an awareness of the fickle nature of customer and brand loyalty and comprehending the importance of direct examination of the expression of customer needs in providing products and services; and
- be able to place in context the importance and basic limitations of the use of social media in ...