Journal of Hospitality Application and Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

An Analysis of Awareness of Marketing Mix Strategies of Hospitality Industry:A Study of Delhi


Affiliations
1 Tecnia Institute of Advanced Studies, Rohini, New Delhi, India
     

   Subscribe/Renew Journal


The Marketing mix is an integral part of Hospitality services blueprint design and can be defined as a set of tactics and actions used by organizations to promote its products and services (Kotler Philip, 2011). The Marketing mix contributes a significant role in the setting of effective strategies of marketing and in its implementation. The paper explains the role and significance of marketing management in Hospitality industry and highlights about the Marketing mix of services and their awareness among Hospitality consumers and also explores how each element of marketing mix is important for organizations in Hospitality industry.
The paper is based on a detailed review of studies dealing with Hospitality industry, for this purpose various research papers, websites and books are consulted to have a detailed literature review and the significant gaps are observed in the studies, on the basis of which researcher formulated the research problem, constructed hypothesis and chalked out a suitable research and sampling design. Delhi is taken as area of research and all the individuals above fifteen years of age were taken as the population of research. Sample size was calculated statistically and was further subdivided in two parts because study is carried out on the basis of gender. The sampling was done proportionately from all the zones of Delhi. Data was taken from primary as well as secondary sources. Questionnaire was constructed and pretested and evaluated by experts, data analysis was done with the help of SPSS and the statistical tools like measurement of internal consistency, measurement of central tendency, chi-square statistics were used. Paper analyses consumers awareness regarding Marketing mix strategies of Hospitality industry. Therefore study will help Hospitality industry to chalk out their strategies and customize them.
The present study is conducted from consumer’s perspective. The same study can be carried out from the perspective of Hospitality industry. Besides this the same study in future, can be conducted in other areas like investigating customer relationship management in Hospitality industry, to explore the significance of internet marketing in Hospitality industry etc.

Keywords

Hospitality, Central Tendency, Marketing Mix, Industry, Awareness, Statistical, Consistency, Significance.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Al Khattab, S. S. J. (2011). Perceptions of Service Quality in Jordanian Hotels. International Journal of Business and Management, 6(7). Retrieved from http://dx.doi.org/10.5539/ijbm.v6n7p226.

  • Susskind, A. M. (2002). I told you so! Restaurant customers world-of-mouth communication patterns. Cornell Hotel and Restaurant Administration Quarterly, 43(2).

  • American Academy of Business, Cambridge, (2009), 16(2), 296-303, “Competencies requirements for food service internships in Switzerland”, Journal of Hospitality & Tourism Education, 22(4), 33-42, and Leisure, 2, 123-157. http://dx.doi.org/10.1016/S1745-3542(05)02007-2.

  • Andriotis K. Vaughan, (2003). Urban residents attitudes toward tourism development. Journal of Travel Research, 42(2), 172-185.

  • Kothari, A. (2011). Tourism marketing. Wisdom Press, New Delhi, pp.4-5.

  • Barker, M., Page, S., & Meyer, D., (2003). Urban visitor’s perceptions of safety during a special event. Journal of Travel Research, 41(4), 355-361.

  • BCVB. (2005). General framework of convention tourism: Behavior in lodging decisions. Journal of Hospitality and Leisure Marketing, 2, 3-22. Retrieved from http://dx.doi.org/10.1300/J150v02n03_02.

  • Bauman, M., & Vander, W. T. (1992). Measuring service quality in the car service industry: Building and testing an instrument. International Journal of Services Industry Management, 3, 4-16.

  • Brown, S. W., & Swartz, T. A. (1989). A gap analysis of professional service quality. Journal of Marketing 53, 92-8.

  • Business Tourism Partnership. (U.K) (2003). Business tourism briefing: An overview of the UK‘s business visits and events industry.

  • Card, J., Chien, C., & Cole, S. (2003). Online travel products shopping: Differences between shoppers and non shoppers. Journal of Travel Research, 42(2), 133-139.

  • Carman J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions.

  • Chan, B., & Coleman, M. (2004). Skills and competencies needed for the Hong Kong hotel industry: The perspective of the hotel human resources manager. Journal of Human Resources in Hospitality & Tourism, 3, 3-18.doi:10.1300/J171v03n01.

  • Chen, J. (2003). Market segmentation by tourist sentiments. Annals of Tourism Research, 30(1), 178-193.

  • Chen, J. (2003). Developing a travel segmentation methodology: A criterion-based approach. Journal of Hospitality & Tourism Research, 27(3), 310-327.

  • Chen, J., & Uyasal, M. (2003). Leisure traveler typology. A case of Ten eastern states. Journal of Hospitality & Leisure Marketing, 10(1/2), 51-62.

  • Choi, T. Y., & Chu, R. K. S. (1998). Consumer perceptions of the quality of services in three hotel categories in Hong Kong. Journal of Vacation Marketing, 5(2), 176-189.

  • Cooper, C., Fletcher, J., Fyall, A., Gilbert, D., & Hill, S.W. (2005). Tourism-principles and practice (3rd ed.). pp 84-94. Pearson Education Ltd. U.K.

  • Christie, R. M. (2002). A comprehensive model of customer satisfaction in hospitality and tourism”, Journal of Quality Assurance in Hospitality and Tourism, 4, 82-92.

  • Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56, 55-68.

  • Davidson, M. C. G. (2003). An integrated approach to service quality in hotels. Journal of Quality Assurance in Hospitality and Tourism, 4, 71-85.

  • Davidson, M. C. G. (2003). Does organizational climate add to service quality in hotels? International Journal of Contemporary Hospitality Management, 15, 206- 13.

  • Dolnicar, S., & Leisch, F. (2003). Winter tourist segments in Austria. Journal of Travel Research, 41(3), 281-292.

  • Du Rabd, G., Heath, E., & Alberts, N., (2003) “The role of local and regional food destination marketing: A South African situation analysis. Journal of Travel & Tourism Marketing, 14 (3/4), 97-112.

  • Dube, L., Le Bel, J., & Sears, D., (2003). From customer value to engineering pleasurable experiences in real life a donline. Cornell Hotel & Restaurant Administration Quarterly, 44(4/5), 124-130.

  • Duncan, E., & Elliott, G. (2002). Customer service quality and financial performance among Australian retail effectiveness. MIS Quarterly, 26, 173-85.

  • El-Farra, (1996). A comparative study of managers vs. consumers opinion on factors influencing patronage of hotels. Journal of Coll University Food Services, 31, 52-55.

  • Day, E., & Crask, M. R. (2000). Value assessment: The antecedent of customer satisfaction. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 3.

  • Fernandez M. C. L., Ana, M., & Bedia, S. (2004). Is the hotel classification system a good indicator of hotel quality? An Application in Spain, Tourism Management, 25, 771-775.

  • Fick G. R., & Ritchie, J. R. B. (1991). Marketing service quality in the travel and tourism industry. Journal of Travel Research, 30, 2-9.

  • Frey, S., Schegg, R., & Murphy, J. (2003). E-mail customer service in the Swiss hotel industry. Journal of Tourism and Hospitality Research, 4(3), 197-212.

  • George, R. (2003). Tourist’s perception of safety and security while visiting Cape Town. Tourism Management, 24(5), 575-585.

  • Gounaris S. P., Stathakopoulos, V., & Athanassopoulos, A. D. (2003). Antecedents to perceived service quality: an exploratory study in the banking industry. The International Journal of Bank Marketing, 21(4/5), 168-190. Retrieved from http://dx.doi.org/10.1108/02652320310479178

  • Nadiri, H., & Hussain, K. (2005). Diagnosing the zone of tolerance for hotel services. Managing Service Quality, 15(3).

  • Harvey J., (1998). Service quality: A tutorial. Journal of Operations Management, 16, 583-597.

  • Hashimoto, A., & Telfer, D. (2003). Positioning an emerging wine route in the Niagara region. Journal of Travel & Tourism Marketing, 14(3/4), 61-76.

  • Heung V., & Lam T., (2003). Study of hotel guest perceptions in Mauritius. International Journal of Contemporary Hospitality Management, 15(4/5), 283-289.

  • Holden, A. (2003). Investigating trekkers’ attitudes to the environment of Annapurna. Journal of Tourism Management, 24(3), 341-344. Hospitality & Leisure Marketing, 10(3/4), 113-131.

  • Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6). Bradford

  • www.zoukexpress.com

  • www.kiranshreeportico.com

  • www.rustomjeeregency.com

  • www.hospitalitynet.com

  • www.hotelmarketing.com

  • www.tnooz.com


Abstract Views: 382

PDF Views: 2




  • An Analysis of Awareness of Marketing Mix Strategies of Hospitality Industry:A Study of Delhi

Abstract Views: 382  |  PDF Views: 2

Authors

Anil Kalotra
Tecnia Institute of Advanced Studies, Rohini, New Delhi, India

Abstract


The Marketing mix is an integral part of Hospitality services blueprint design and can be defined as a set of tactics and actions used by organizations to promote its products and services (Kotler Philip, 2011). The Marketing mix contributes a significant role in the setting of effective strategies of marketing and in its implementation. The paper explains the role and significance of marketing management in Hospitality industry and highlights about the Marketing mix of services and their awareness among Hospitality consumers and also explores how each element of marketing mix is important for organizations in Hospitality industry.
The paper is based on a detailed review of studies dealing with Hospitality industry, for this purpose various research papers, websites and books are consulted to have a detailed literature review and the significant gaps are observed in the studies, on the basis of which researcher formulated the research problem, constructed hypothesis and chalked out a suitable research and sampling design. Delhi is taken as area of research and all the individuals above fifteen years of age were taken as the population of research. Sample size was calculated statistically and was further subdivided in two parts because study is carried out on the basis of gender. The sampling was done proportionately from all the zones of Delhi. Data was taken from primary as well as secondary sources. Questionnaire was constructed and pretested and evaluated by experts, data analysis was done with the help of SPSS and the statistical tools like measurement of internal consistency, measurement of central tendency, chi-square statistics were used. Paper analyses consumers awareness regarding Marketing mix strategies of Hospitality industry. Therefore study will help Hospitality industry to chalk out their strategies and customize them.
The present study is conducted from consumer’s perspective. The same study can be carried out from the perspective of Hospitality industry. Besides this the same study in future, can be conducted in other areas like investigating customer relationship management in Hospitality industry, to explore the significance of internet marketing in Hospitality industry etc.

Keywords


Hospitality, Central Tendency, Marketing Mix, Industry, Awareness, Statistical, Consistency, Significance.

References