Philip Kotler, John Bowen, James Makenz

Philip Kotler, John Bowen, James Makenz

Chapter Specificity of Hospitality and Tourism Industry Services

Victoria House is a small guesthouse on an islet in the Caribbean, not far from Honduras. It has no TV, no newsstand, and only one telephone. Looking out over the ocean from the beach adjacent to the guesthouse, guests can see the waves crashing against the barrier reef, a great spot for fishing and spearfishing. Victoria House brochures promise North American tourists a break from the stress of business life in this tropical paradise, the delights of which they can judge from photographs of thatched bungalows and palm trees on the Caribbean Sea.

But when guests arrived in this paradise, the first impression was strikingly different from the image created by the advertisement. The boarding house consisted of a main building (guest rooms on the second floor, reception, dining room and bar on the first), a staff house and 12 guest bungalows. The driver of the service bus that delivered the guests dropped them off between the main building and the staff house. Instead of a stunning view of the ocean, they were forced to contemplate the back door of the kitchen, the sheets hanging from the clothesline and the car parked under the jack.

Needless to say, the administration of the boarding house did not really care about the first impression of the guests. They themselves grew up on the island and therefore took the stunning ocean views for granted. The entrance to the boarding house was designed so that it would be more convenient for the service staff to carry the guests' suitcases to the storage room.

The management did not think that many of the guests are on the island for the first time and are set for a different reception. What exactly did the New York businessman have when he decided to come there? The promises of the brochure to relieve him of the accumulated stress, a plane ticket and a coupon for accommodation in a boarding house. Management had a duty to ensure that their first impressions reinforced the "Caribbean Paradise" image created by the brochure. In hospitality marketing terminology, this is called "materializing an intangible product."

Realizing their mistake, the management ordered to build a new driveway that would bring guests to the main building not "from the rear", but from the front side. Now, getting off the bus, they see beautifully planned flower beds with samples of local flora, palm trees and breathtaking ocean expanses. All this contributes to the reinforcement of the positive attitude of the guests for a good rest.

We will begin the chapter by discussing the main specific features of any service: intangibility, inseparability from the source and object of the service, inconsistent quality and non-persistence.

Then we will tell you how the management of service firms can improve the efficiency of their business. These service management strategies include materializing intangibles, managing service personnel, overcoming fear of risk, adjusting our capabilities to existing demand, and ensuring consistency of quality.

Initially, marketing developed in relation to the sale of physically tangible goods such as toothpaste, steel, cars, and various equipment. Nowadays, in different parts of the planet, there has been a clear trend towards a phenomenal expansion of the service sector, that is, the production of goods that are practically devoid of physical content. In the United States, of all workers hired since 1969 for newly created jobs, up to 95% are in the service sector, which provides the country with more than 75% of the country's total national income. The hospitality and tourism industry is one of the sectors of this rapidly growing area. Other sectors are banking, healthcare, entertainment, legal aid and transportation. As a result of an increase in living standards and an increase in people's free time, the service sector has become the basis of the economy of most Western countries. The rapid growth of the service industry has made scientific research into its operations and marketing extremely relevant. In this book, we will share the results of the latest research in this area.

This chapter will analyze the specific characteristics of firms in the hospitality industry. And these characteristics will be further traced through all sections of the book.

Some managers tend to rate their work in terms of specific, tangible goods produced under their direction. Moreover, it was noticed that in fast-service restaurants, where managers believe that only hamburgers are sold there, the service staff is distinguished by sluggishness, sluggishness, has an unkempt appearance, like the institution itself, as a result of which few of the visitors come to them again. Therefore, one of the main tasks of the hospitality industry is to develop the service side of the business, to develop a culture of service.

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