Competitive hospitality and tourism organisations strive to deliver a high level of service quality to their customers. As a Marketing Manager of one of these organisations, you have been asked to appraise the level of service quality among your customers. In this context,
a) Recognize a marketing research instrument which you would use and elaborate on strengths and weaknesses of the instrument you have selected.
b) Illustrate service quality and describe why it has become a significant issue in tourism and hospitality marketing.
The features of services profoundly impact on delivery of tourism and hospitality products. Describe the strategies which you would employ to control the negative effects of inseparability and variability in service encounter.
Apply the phases of the consumer decision-making process to your selection of destination for your upcoming holiday.
‘Market segmentation is a deliberate policy of maximizing market demand by directing marketing efforts at significant sub-groups of consumers where psychographic, demographic and geographic variables are commonly used to segment markets.’ How far do you agree with this statement in relation to market segmentation performed in tourism industry?
a) ‘Recovering from service failures requires commitment, planning and clear guidelines from the part of an organisation. Effective service recovery should therefore be proactive, planned, trained and empowered.’ describe to which extent you agree with this announcement.
b) Elaborate on the factors you would consider when designing service guarantees for tourism and hospitality organisations?