ABSTRACT
This handbook analyzes the main issues in the field of hospitality marketing by focusing on past, present and future challenges and trends from a multidisciplinary global perspective. The book uniquely combines both theoretical and practical approaches in debating some of the most important marketing issues faced by the hospitality industry.
Parts I and II define and examine the main hospitality marketing concepts and methodologies. Part III offers a comprehensive review of the development of hospitality marketing over the years. The remaining parts (IV–IX) address key cutting-edge marketing issues such as innovation in hospitality, sustainability, social media, peer-to-peer applications, Web 3.0 etc. in a wide variety of hospitality settings. In addition, this book provides a platform for debate and critical evaluation that enables the reader to learn from the industry’s past mistakes as well as future opportunities.
The handbook is international in its constitution as it attempts to examine marketing issues, challenges and trends globally, drawing on the knowledge of experts from around the world. Because of the nature of hospitality, which often makes it inseparable from other industries such as tourism, events, sports and even retail, the book has a multidisciplinary approach that will appeal to these disciplines as well as others including management, human resources, technology, consumer behavior and anthropology.
TABLE OF CONTENTS
part I|34 pages
Hospitality marketing concepts
part II|50 pages
Hospitality marketing methodologies
part III|178 pages
Hospitality marketing approaches, functions and strategies
chapter 15|17 pages
Advertising in the hotel industry
chapter 19|11 pages
Perceptual and relational approach to hotel brand equity
chapter 20|10 pages
Sensory marketing in hotels
chapter 21|14 pages
The silver segment
part IV|66 pages
Hospitality consumer behavior
chapter 23|10 pages
Hospitality consumers’ information search behavior
chapter 27|12 pages
Generation Y perspective of hotel disintermediation and user-generated content
part V|24 pages
Impact of culture on hospitality marketing
part VI|52 pages
Sustainability and the environment
chapter 32|13 pages
Impact of sustainability practices on hospitality consumers’ behaviors and attitudes
chapter 33|14 pages
Sustainable practices in Spanish and Hungarian hotels
part VII|54 pages
Innovation in hospitality marketing
part VIII|98 pages
Internet and technology
chapter 45|12 pages
The effect of user-generated content on consumer responses in hotels and restaurants
part IX|54 pages
Future of hospitality marketing