ABSTRACT
This chapter covers two basic topics. It starts with an introduction to hospitality marketing in general, by elucidating the nature of hospitality, marketing definitions, characteristics of hospitality marketing and marketing mix. It then provides a detailed discussion of the historical development of hospitality marketing. The development of hospitality marketing is examined in three stages: pre-modern, modern, and post-modern stages. Furthermore, the development of hospitality marketing is examined within four periods in direct proportion to the development of hospitality: the nihilistic stage (pre-modern), institutionalization stage (modern), customizing stage (post-modern), and coexistence stage (modern + post-modern).
