The book focuses on key aspects of the hospitality management curriculum, research, and practice bringing together leading scholars throughout the world. Each essay examines a theme or functional aspect of hospitality management and offers a critical overview of the principle ideas and issues that have contributed, and continue to contribute, within it.

Marketing and Consumer Behavior in Hospitality

Marketing and consumer behavior in hospitality


This chapter provides an overview of the contribution of marketing and consumer behavior to hospitality management. The chapter shows the relationship of hospitality marketing to marketing and services marketing. The unique concepts of hospitality marketing are then discussed, followed by emerging themes in hospitality marketing. The chapter is not intended to be a comprehensive overview of the principles of hospitality marketing, but rather a look at important concepts and emerging trends.

Definition of Marketing

What is marketing? Marketing, more than any other business function, deals with customers. Creating customer value and satisfaction are at the heart of hospitality marketing. Many factors contribute to making a business successful. Successful hospitality companies all have one thing in common ...

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