An Overview Of The Tourism Industry Marketing Essay

An Overview Of The Tourism Industry Marketing Essay

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Nowadays, tourism industry is a greatest industry in the world. Its significant economic status has been valued by most of countries. With the progress of the integration of world economy, tourism industry is playing an increasing crucial role in the contribution of the development of economy. Especially, hospitality industry is thought as a core element contributes great economic profits. In the meanwhile, the industry where markets are saturated and tough because customers are becoming more sophisticated and participators are joining continually. Due to serious competitions, innovations, such as latest service advancement are vital strategic characters to support the growth of profit margin. According to Mike and Birgit (2005, p2),the definition of innovation is divided into (1) generation of new products (2) introduce of new production processes (3)development of new sales markets (4 )development of new supply markets(5) reorganisation or restructuring of the company. This classification obviously makes a concept that innovation from tiny transforms in the makeup and delivery of goods in the forms of extension of product lines, adding service elements or product discrimination. It is broadly accepted that several countries have commenced to pay more attention to advancing tourism industry. It is because, in term of economy, it can augment income and employment and stabilize market and boost civil economic development and enrich culture activities. Undoubtedly, innovation is able to generate sustainable increase and offer extra value for clients.

By looking through hu' article, it show clearly that the article is about the definition and impact of a great innovation, conducted by Knowledge management (KM), Knowledge Sharing (KS), Service Innovation Performance (SIP) and Team Culture (TC) (Hu, Horng and Sun,2008). Among them, KM means a kind of social process, which has several social and cultural elements. KS is an extremely essential section in KM, which has a obligation on conducting the knowledge. Hu thinks that the knowledge may be beneficial for the company. TC is a vital factor decides whether company will succeed.

By questionnaire methods, Hu' article aims to prove TC and KS how to conclude a positive impact on sip, while the performance of team culture is based on condition of knowledge management and sharing. However, there are not enough literatures about SIP in the tourism and hospitality sector, but also the empirical of the relationship between SIP and KS are few, which creates a great trouble to the progress of hu' work. For providing contentions in future researches, she thought up plenty of tests on hypotheses.

Toward the innovation strategies, hu has made efforts for the research. Initially, Hu affirms the importance of KS, because employees can promote their performance and service by interactions and communications. That is crucial to achieving increased customer satisfaction and high quality of service (Bouncken, 2005). Therefore, successful KS is equivalent to improve service quality. Next, TC can affect innovation strategies, too. By the analysis of hu, the article concludes that excellent KM results in outstanding TC. Hence, team culture can advance the SIP.

From the piece of writing "Seeking the "Ultimate Hotel Experience" ", it is known clearly that the author may express the wind of change of the hotel industry through four parts, including experience economy, guest's evolution, new stylish hotels and operation of hotels respectively.

In the first part, an experience has become a product which is able to leave behind a valuable memory to customers. The experience means, customers get a feeling of living at home, while they stay in hotel. Besides, this kind of experience should be a very personal one. In other word, the hotel replaces of the home or helps individuals escape from the common routine. Sometimes, customers will be satisfied, and then they will come again, if the emotional stimulation from the hotel outweighs the expectation. Also hotels can create the sensorial stimulation by designing the lighting, layout, sound, decoration, and atmosphere.

The guests' evolution is obviously concerned, since tourism information is rich, leisure time is augmenting, disposable income becomes more and awareness of enjoying is enhanced. With the progress of economy and society, individuals have an increasing high taste in the leisure. For example, according to Poon (Klumbis, 2005) established that 'new' tourists are more experienced and more educated, more destination- oriented, more independent, more flexible, and more environmentally conscious. At the same time, governments and some enterprises pay more attention to the area than ever before.

Thirdly, new stylish hotels arise continually in recent years. It aims to meet personal fulfilment, identity enhancement and self-expression (Cho and Fesenmaier, 2001.).For instance, boutique hotels are becoming extremely prevalent in recent years, while it, in terms of innovation in hotel industry, is also a successful case. Besides, the boutique hotel frequently offers fashionable facilities, and layouts of the rooms are elaborate and great original. These factors indicate an excellent taste. Hotel guests tend to take boutique hotels as a stylish site for the reason is that they are willing to pay premium room rates for (Binkley, 1999). Also, consumers take hotels as a platform where they can communicate with others who have same-mind group. Hence, modern hotels are to do what is related with this.

Lastly, operation of hotels should commence to build brand loyalty through the use of names, logos, and ad slogans (Schmitt.1999). The core works of hotels are about how to fulfil and suit customers' requirements. Not the hotels should administer the information exchange, but also match clients to experiences. Besides, hotels need to approve the market position. The employee is an executor of hospitality, which can serve and face the customers directly. Klu raised it is a essential problem for operation of hotels how to motivate and train employees' rank in service. More specifically, the first one is that every employee should acquire a consultant skill to reply clients, subsequently; it is to deal with complaints from the customers quickly and appropriately.

There is a kind of innovation that cannot be ignored--- internet. It is known universally that internet have transformed lifestyle of human being. The customers can search information and find which hotel is more suitable for them, while hotels can show up characters and advantages by internet. "The cases selected show a clear relationship between the adoption and implementation of the Internet and the development of new products services or ways of doing business. Here, innovation relates to the development of customer relationships to provide long-term business benefits and easier experiences for the customer. (Martin, 2004, p84) " . At present, several industries may be affected deeply by the internet which has been utilised broadly in almost every sector of firms. Initially, it is able to improve the efficient administration of the hotel. For instance, the hotel can set up a system of net aiding for their route operations. Except for that, it integrates transportation and tour attractions and hotel industry, which is convenient for customers. On the other way, ones can surf the site every day and choose and compare their travel way, while hotels can get informative feedback on web. By means of the way, customers and hotels create a series of interaction and humanization. Finally, the internet could also show a great deal of useful information for customers and hotels.

The innovation is based on meeting new requirements of customers who become more sophisticated. Before that, hotels need to make loads of researches about information of customers to analyse. That require great cost of labour power and capacity, however, it is uncertain that the final conclusion is satisfied. Since there is a fact is accepted broadly that, the essence of the innovation far less significant outweigh the effectiveness of the hotel of staffs' education and human property administration, firm culture and guarantee to the service. The innovation should be matched to the targeted market is, rather than being equipped with the extravaganza devices blindfold.

In conclusion, under the background of fierce market, the innovation is a tendency and is a kind of indispensable power for maintaining competitive and sustainable profits in the hotel industry. Overall, the innovation deprives from excellent team culture. In the meanwhile, it is still decided by KS and KM. On the other side, hotels companies will constantly recreate value and provide the ultimate in individualized service (Olson and Connolly, 2000). Hu' article emphasizes the internal factor of the hotel, such as KS, KM, SIP and TC. By contrast, Klumbis' one concerns the external factor of the hospitality, including experience economy, guest's evolution, new stylish hotels and operation of hotels respectively. As long as individuals are progressing, the innovation of hospitality never ceases. In addition, technology power is rather important, both of hotels and customers profit from the internet. in future, the hostel industry becomes much more market segmentation, while team culture is more focused on.