The interaction between consumer and staff of industry ensure the perceived product quality. People-oriented: Kaiser (2012) argues that tourism industry mainly depends upon people. It means that if it is not sold it will go in waste (Bennett and Strydom 2001). It is somewhat similar in nature as inseparability and perishability because there is not any possibilities to put stock of products for future or upcoming demand if service product is not sold. Services products are perishable Service cannot be stored like tangible goods and products. It implies that every service which is performed in hotel or restaurants, differ from other even if it is performed at the same place, or at the same time of other day (Kaiser 2012). Intangible nature - The principal difference between goods and service products is goods manufacture while service is performed live. Tourism service products have various unique attributes as follows. It is the complete bundle of components that fully indulge consumer primary and secondary needs (Koutoulas 2004). For instance, generally hotel offers accommodation, food and beverage, reception service, quality service, bell desk, luggage facilities, spa, swimming Poole under one roof. Koutoulas (2004) state that all components of the product adds value and if they are not combined they will offer limited value or sometime no benefits to the consumers. The composite nature of the tourist product is only experienced at the time of consumption as explained earlier that tourist product is composed of different independent components. They are interconnected and also called interdependent as each offers just part of the total sum. These components are tangible and intangible and they complement each other. The tourism and hospitality product is called composite product as it involves several components like accommodation, sightseeing, vehicle hire, food and beverage – this is also known as a package. Because of their different nature from other products, tourism products consist of various unique components which are discussed below. Author also states that consumer can only have a thorough imagination about tangible aspects of the tourism product and can only access them through interiors of the hotel or behavior of the staff etc. However, tourism product contains tangible elements as well like meal, airline seat, and bed of hotel but all these tangible elements pass through intangible service products and cannot be experienced before purchasing. It is also stated that consumer of tourism industry may undergo intense level of risk, as they cannot experience a service before purchase. Tourism services are intangible because they do not smell and cannot be experienced before purchasing According to Murphy and Murphy (2004) tourism is about selling travel experience which involves the collective efforts of several tourism organisations to satisfy their customers’ needs. Tourism products are defined as the products which fulfill tourist needs (Jovicic, 1998). Our pages contain various quotes with which our editorial team does not always agree.It has been recognised that the tourism and hospitality service industry products have unique characteristics that differentiate them from substantiate goods products and provide platform for evolving and various marketing strategies for service and goods. See also: Local Internet Marketing, Email, Flog, Meta tags, Audience research To a certain extent man aging services are more complicated then managing products, products can be standardised, to standardise a service is more difficult as there it can be affected by factors outside the service providers control. The part of industry or business which deals with the marketing and selling more.Īs we discussed in the lesson on services, there are a series of fundamental characteristics such as intangibility, inseparability, heterogeneity and which are unique to a service. one of the four characteristics (with inseparability, intangibility and variability) which distinguish a service expresses the notion that a service cannot be made in advance and stored. Perishability: a characteristic of services, describing how service products cannot be stored because they are produced and offered at particular moments in time. A cab is available even when there are no riders, and the restaurant pays rent even when it's empty. Because they're perishable, it's difficult to match supply with demand. In other words services have Zero Inventory! Once sold, they stand sold and cannot be returned. One of the crucial factors / problems faced by marketers is the perishability factor in services marketing.
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