scholarly journals The Future of Market Segmentation and Relationship Marketing in the Tourism and Hospitality Sectors

2006 ◽  
Vol 1 (1) ◽  
pp. 1-14
Author(s):  
Susan Horner
Keyword(s):  
Relationship Marketing ◽  
Market Segmentation ◽  
Marketing Strategies ◽  
Discrete Groups ◽  
New Approach ◽  
Ethical Debate ◽  
Behavioural Characteristics ◽  
The Future ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

There has been much written about the different methods of market segmentation in relation to the tourism and hospitality industry. Tourism and hospitality organisations have increasingly tried to devise ways of categorising consumers into discrete groups, understanding their behaviour in a variety of ways, and reflecting these findings in appropriate marketing strategies. This paper uses illustrative examples that have been researched to show that the new approach to market segmentation should be based on psychographic and behavioural characteristics, and considers the relevance of relationship marketing in the context of the post-modernist era and growing ethical debate. The paper concludes with a review of the future for branded tourism and hospitality organisations and suggests that an understanding of consumer behaviour should become the central focus for future commercial success  

scholarly journals COVID-19: potential effects on Chinese citizens’ lifestyle and travel

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jun Wen ◽  
Metin Kozak ◽  
Shaohua Yang ◽  
Fang Liu
Keyword(s):  
Public Health ◽  
Hospitality Industry ◽  
Travel Behaviour ◽  
Tourism Industry ◽  
Consumption Patterns ◽  
Content Type ◽  
The Future ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
Chinese Travellers

Purpose The 2019 novel coronavirus (COVID-19) outbreak is projected to have adverse consequences on the global tourism and hospitality industry. This paper aims to examine how the outbreak may alter Chinese tourists’ lifestyle choices, travel behaviour and tourism preferences in the short and long term. Design/methodology/approach This paper is based on the synthesis of news broadcasted by several media outlets to be supported by an overview of the related literature on tourism marketing, tourism management and tourist behaviour. The authors’ experiences investigating trends in tourism and hospitality at the local and international level have also contributed to the study. Findings This paper predicts that COVID-19 will likely affect Chinese travellers’ consumption patterns, such as the growing popularity of free and independent travel, luxury trips and health and wellness tourism. New forms of tourism including slow tourism and smart tourism may also drive future tourism activities. Such changes are likely to force businesses to reconsider their service designs and distribution channels. Research limitations/implications While Chinese and other potential visitors rethink how they travel, professionals, too, should reflect upon how to bring positive or negative changes to the tourism industry following this pandemic. Subsequent research should also consider how to mitigate the effects of similar public health crises in the future. Practical implications Recommendations for industry practitioners and policymakers focus on tailoring travel arrangements to tourists’ backgrounds. The suggestions may help to alleviate outbreak-related stress, offer travellers newly enriching experiences and partially mitigate the effects of COVID-19 on the tourism and hospitality industry. These recommendations can also apply more broadly to global tourist markets. Social implications The COVID-19 outbreak has already brought significant impacts to nearly every society and industry. Tourism scholars and practitioners should carefully consider this tragedy and how it may inform industry and social practices. This and other public health crises represent sterling opportunities to view the industry holistically in terms of its effects on the environment, climate and travellers themselves. Originality/value This paper presumably represents a frontier study, critically examining the possible impacts of COVID-19 on Chinese travellers’ consumption patterns and how the tourism and hospitality industry may respond to such changes in the future.

Trends and Issues in Tourism and Hospitality Higher Education: Visioning the Future

2003 ◽  
Vol 4 (4) ◽  
pp. 367-376 ◽  
Author(s):  
Marianna Sigala ◽  
Tom Baum
Keyword(s):  
Teaching Methods ◽  
Management Skills ◽  
Technological Environment ◽  
Hospitality Education ◽  
The Future ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
Tremendous Impact ◽  
Modern Technologies ◽  
Education Process

Changes in the higher educational environment are having a tremendous impact on the education process, curricula, learning outcomes and instructional practices. This paper aims to identify the challenges facing established universities in tourism and hospitality education and to provide insight of how these could be managed in the future. Five sources of change are identified: the socio-economic and technological environment; global competition; the student market; educators and teaching methods; and the tourism and hospitality industry. The exploitation of modern technologies and the development of information literacy and knowledge management skills are the two major issues that universities need to consider in the future.

scholarly journals Impact of marketing environment on development of hotel industry at present stage

2020 ◽  
Vol 2020 (4) ◽  
pp. 113-122
Author(s):  
Tatyana Aleksandrovna Makarova ◽  
Ekaterina Valeryevna Abakumova ◽  
Olga Viktorovna Tkachenko
Keyword(s):  
Hospitality Industry ◽  
Hotel Industry ◽  
Marketing Strategies ◽  
Present Stage ◽  
Successful Operation ◽  
Marketing Environment ◽  
Tourism Sector ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
The Impact

The article considers the problem of studying the influence of the marketing environment on the development of the hotel industry at the present stage. An overview of the global hotel market is given, the main indicators of collective accommodation facilities in the Russian Federation over 2010–2019 are illustrated. The influence of the marketing environment on the development of the hotel industry at the present stage is revealed. The marketing environment of the tourism and hospitality industry has been studied, the most optimal methods for forecasting demand for hotel services have been identified, and recommendations for creating business planning algorithms in the hotel business have been developed. Attention is drawn to the fact that the business is currently experiencing a crisis caused by the pandemic. The statistical data are provided to compare the state of the market before the pandemic and at the end of the first half of 2020. There have been considered the legislative innovations aimed at stimulating the demand for tourist services. The analysis of the marketing environment of hotels in Astrakhan is carried out. There has been studied the impact on the development of the hospitality industry of such marketing strategies as cost reduction strategy, survival strategy, strategy of maximum and minimum prices, strategy of winning the market or part of it, and innovation strategy. The results of implementing these strategies in business have been analyzed. The most of the existing marketing strategies are designed to maximize income and increase sales; in modern conditions the leading principle of the development of the hospitality industry is keeping the company in the market. For the successful operation and profitability of the hotel business it is necessary to apply combined marketing strategies that are individual for each enterprise in the tourism sector.

Ambush Marketing

2014 ◽  
pp. 187-202
Author(s):  
Ran Liu ◽  
Des Thwaites
Keyword(s):  
Future Development ◽  
Ethical Issues ◽  
Marketing Strategies ◽  
Sporting Events ◽  
Marketing Practice ◽  
Ethical Debate ◽  
Ambush Marketing ◽  
The World ◽  
The Future ◽  
Over Time

The rapid growth in sponsorship throughout the world has been accompanied by a parallel growth in ambush marketing practice over the last two decades, particularly in the context of major sporting events. The purpose of this chapter is to introduce the concept of ambush marketing, discuss the moral and ethical issues surrounding ambush practice, and provide solutions and recommendations in dealing with ambushing issues from the perspective of different parties. This chapter begins with an introduction of ambush marketing and explanation of how it has evolved over time. The different types of ambush marketing strategies are then identified, followed by an exploration of the effectiveness of ambush marketing and its influence on sponsorship activity. The main focus then turns to the moral and ethical debate on ambush marketing among events owners, sponsors, and ambushers. Finally, the future development of ambush marketing is discussed and suggestions are made in terms of how to cope with the ambushing issues in the future.

scholarly journals Cultorological Approach to Training of the Future Managers of Tourism in Precarpathia

2014 ◽  
Vol 1 (2-3) ◽  
pp. 38-44
Author(s):  
Marianna Chorna
Keyword(s):  
Cultural Values ◽  
Professional Training ◽  
Hospitality Industry ◽  
New Technologies ◽  
Social Changes ◽  
The Future ◽  
National University ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
The University

The article deals with the «culturological approach» to the professional training of futuremanagers of tourism in Precarpathia. As the Precarpathian region attracts thousands of touristsyear-round the demand of training qualified specialists in the sphere of tourism and hospitality isconstantly growing.Nowadays the question of a successful and perspectives career in tourism results in training anew standard professional, a specialist of many-sided knowledge,with the ability to fulfil tasksconcerning thinking over, making and realizing management decisions. In order to develop touristCarpathian region, the Precarpathian National University named after V.Stefanyk educates futureexperts in such specialities as "Tourism" and "Hospitality Industry".Involving youth in social cultural values and ideals, education contributes to maintaining socialorder and by providing realization of new technologies, scientific rethinking of existing knowledgeeducation promotes social changes, society development, i.e. education operates as an agent ofmoral regulation facilitating social integration.Different interpretations of the concept «culture» were studied. The conclusion that culture is amultiaspect and multifunctional notion was made.Cultorological approach in education provides effectiveness of the process of putting culture asa social phenomenon into action. The fact of culturological direction extending of the wholeeducational process in the university interrelating to its components (common-cultural,professional and functional) is of great importance. Cultorological approach introduction to theprocess of training of the future tourism experts that is aimed at the developing of civil societyvalues and an independent creative personality is a premise of modernization of higher educationin Ukraine

Ambush Marketing

2015 ◽  
pp. 100-115
Author(s):  
Ran Liu ◽  
Des Thwaites
Keyword(s):  
Future Development ◽  
Ethical Issues ◽  
Marketing Strategies ◽  
Sporting Events ◽  
Marketing Practice ◽  
Ethical Debate ◽  
Ambush Marketing ◽  
The World ◽  
The Future ◽  
Over Time

The rapid growth in sponsorship throughout the world has been accompanied by a parallel growth in ambush marketing practice over the last two decades, particularly in the context of major sporting events. The purpose of this chapter is to introduce the concept of ambush marketing, discuss the moral and ethical issues surrounding ambush practice, and provide solutions and recommendations in dealing with ambushing issues from the perspective of different parties. This chapter begins with an introduction of ambush marketing and explanation of how it has evolved over time. The different types of ambush marketing strategies are then identified, followed by an exploration of the effectiveness of ambush marketing and its influence on sponsorship activity. The main focus then turns to the moral and ethical debate on ambush marketing among events owners, sponsors, and ambushers. Finally, the future development of ambush marketing is discussed and suggestions are made in terms of how to cope with the ambushing issues in the future.

A Multi-Billion Dollar Growth Industry

1998 ◽  
Vol 7 (1) ◽  
pp. 13-14
Author(s):  
Samantha Johnsen
Keyword(s):  
Hospitality Industry ◽  
Business Sector ◽  
Senior Managers ◽  
Formal Degree ◽  
The Future ◽  
Growth Industry ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

The tourism and hospitality industry is the world's fastest growing business sector and it has an increasing need for people with formal degree qualifications to be effective senior managers and executives of the future. This case study describes the opportunities in this sector and outlines the facilities and courses of the Australian International Hotel School.

Emerging Technologies and their Impact on the Future of Tourism and Hospitality Industry

2022 ◽  
Vol 14 (1) ◽  
pp. 0-0
Keyword(s):  
Structural Equation ◽  
New Technologies ◽  
Service Providers ◽  
Tourism Industry ◽  
Equation Modeling ◽  
Usable Information ◽  
The Future ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
The Impact

The evolution in technology has become now a strategic choice to develop every organization and its existence in the future. The tourism industry is not an exception. This study highlights the development of technologies and the impact of their integration in the field of tourism. Furthermore, it discusses their influence on the quality of the touristic products. This study focuses on how does the emerging technology can improve the tourism industry, and the most usable information systems that are used in this domain. The purposed model has been designed to investigate the effect of adopting the technology among tourism agencies. A sample of 72 tourism agencies in Jordan has been surveyed and discussed by using structural equation modeling. The results reveal that efficiency, productivity, profitability, effectiveness, and marketing are improved after employing new technologies. Therefore, it can be concluded that the integration of technology in tourism is unavoidable for the continued existence of service providers in the market.

Blockchain: Is it the future for the tourism and hospitality industry?

2020 ◽  
pp. 135481662096170
Author(s):  
Irem Önder ◽  
Ulrich Gunter
Keyword(s):  
Hospitality Industry ◽  
Social Systems ◽  
Use Cases ◽  
The Future ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

Recently, blockchain and cryptocurrencies have become topics of discussion in both research and industry. Iansiti and Lakhani perceive blockchain as a foundational technology rather than a disruptive one, since potentially new economic and social systems can be based on blockchain. Therefore, understanding blockchain and contemplating its impact on the tourism and hospitality industry is essential. The tourism and hospitality industry has to focus not on the technology itself but on how it can be used for the benefit of consumers and suppliers, while at the same time creating new tourism products or systems. The purpose of this study is to explore and identify use cases for blockchain for the tourism and hospitality industry. In addition, an outlook on potential future blockchain applications given the current COVID-19 pandemic is provided.

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