This handbook consists of 19 chapters that critically review mainstream hospitality marketing research topics and set directions for future research efforts. Internationally recognized leading researchers provide thorough reviews and discussions, reviewing hospitality marketing research by topic, as well as illustrating how theories and concepts can be applied in the hospitality industry.
The depth and coverage of each topic is unprecedented. A must-read for hospitality researchers and educators, students and industry practitioners.
Part I. Hospitality Marketing Concepts; Marketing Hospitality and Tourism Experiences; Socially Responsible Hospitality and Tourism Marketing; Hospitality Marketing Mix and Service Marketing Principles; Part II. Hospitality Marketing Functions and Strategies; Branding, Brand Equity, and Brand Extensions; Relationship and Loyalty Marketing; Advertising, Public Relations, and Crisis Management; Distribution Channels and E-Commerce; Service quality and Business Performance; Part III. Hospitality Consumer Behavior; Motivations, Attitudes, and Beliefs; Travelers’ Information Search Behavior; Customer satisfaction, Service Failure, and Service Recovery; Experiential Consumptions: Affect – Emotions - Hedonism; Psychology of Pricing: A Review and Suggestions; Part IV. Destination Marketing; Destination Branding and Marketing: The Role of Marketing Organizations; Push-Pull Dynamics in Travel Decisions; Group Decision Making; Part V. Special Topics; Internal Marketing; Strategic Alliances; Research on the Casino Industry.