Kneel for a paper on hotel service marketing

On the Service Marketing of Tourist Hotels

This paper first introduces the connotation of tourism hotel service marketing, then analyzes the characteristics of tourism hotel service marketing, and finally analyzes the strategy of tourism hotel service marketing. Finally, I attach my personal experience in hotel service.

Keywords: tourism hotel service product marketing strategy

I. Introduction

With the development of tourism in China, the hotel industry has also developed rapidly. According to the statistics of National Tourism Administration, by the end of 200 1, there were nearly 8 180 star-rated hotels in China. Therefore, if many hotels want to develop better and faster, quality service is essential.

Second, the connotation of tourism hotel service marketing

Services and service products. On the surface, service is a very common thing. In fact, service is a complicated process. Christy Grunos, an American service marketing expert, believes that service is generally an invisible behavior or a series of behaviors that can solve customer problems between customers and service personnel, and a tangible resource commodity or service system. General service has the following four main characteristics: intangible; Indispensability (production and consumption of services occur simultaneously); Variability; Easy to disappear. These characteristics make service different from tangible products in marketing management theory and practice.

Understanding service as a product is the basis of service management theory. In other words, the service management model regards services as objects that can be produced, marketed and consumed, although this model is not perfect. As a collection of tangible and intangible services, people call this product "service package". The basic service package consists of three contents: core services; Convenient service; Support services. Core service is the reason why enterprises exist in the market. As far as hotel services are concerned, providing accommodation is the core service. In order to let customers use core services, extra services are usually needed, and hotels need reception services. This kind of additional service is called convenience service because it has the function of facilitating the use of core services. Supporting services are not to facilitate the consumption and use of core services, but to improve the value of services or to distinguish services from competitors. For example, hotel catering service is a kind of supporting service. The boundary between supportive services and convenient services is not so clear, but it can be understood that convenient services are essential, without which core services will be paralyzed, while supportive services are just a means of competition. Even without them, core services can still play a role.

However, the basic service package is not the same as the service product perceived by customers, but at best it is only the technical output of the overall perceived quality of customers. Due to the characteristics of service, customers participate in the production of service to a certain extent, and the process of service is the process of interaction between buyers and sellers, which includes three basic elements: accessibility of service, interaction between buyers and sellers and customer participation. These factors expand the concept of service package and form an expanded service supply. Of course, these three elements of service supply must obey the interests of customers and are pursued by target customers. For example, the guest's request, the waiter did not respond for a long time; Or the guests think that the bathroom is too troublesome to use, then even the best service package will have poor perceived quality.

As the perceptual quality model thinks, the image acts as a filter for the actual experience service. A good image strengthens the feeling of actual experience, while a bad image will destroy it. At the same time, due to the invisibility of service, communication activities will not only have an impact on customer expectations, but also have a direct impact on customer experience. Therefore, image and communication management has become an integral part of developing service products. In addition, word of mouth is also very important and has a long-term impact on the image. When customers buy and consume service products, the effect of word-of-mouth may be immediate. Therefore, it is very necessary for hotels to carry out some advertising, publicity and public relations activities.

2. Service marketing. When it comes to marketing theory, it is easy to think of 4P marketing mix, namely products, sales channels, places and promotions. The traditional marketing 4P theory research developed from the packaged consumer goods in 1950s and 1960s. Although the traditional marketing mix contains many important elements, even the core of marketing, its subsequent development has proved its great limitations. In the service industry, marketing is not only a matter of the marketing department, but also involves the whole organization. The traditional marketing model, that is, 4P marketing mix, is not used in the service industry, but is replaced by the relationship view of marketing. Relationship marketing is a long-term strategy to develop and strengthen sustained and lasting customer relationships. In relationship marketing, interactive marketing is the key and interaction is the characteristic of service, so it is not difficult to understand that service marketing is developed on the basis of relationship marketing. The author believes that service marketing can be said to be a comprehensive marketing function, which can be divided into two obvious parts, traditional marketing function and interactive marketing function, which is of course determined by the characteristics of service products.

Third, the characteristics of tourism hotel service marketing

Philip kotler, an American marketing expert, believes that every industry is permeated with services, and the difference lies only in the number of service components. In his product classification model of transition from "pure tangible products" to "pure services", hotel products belong to the category of "mixture of tangible products and services", that is, products with high service components. Therefore, the marketing of hotel service products has the following characteristics different from pure tangible products:

1. Extension service product extension. Hotel service is a comprehensive product. From the guest's point of view, the guest's consumption in the hotel is not like buying specific material products such as color TV sets and refrigerators, but a group of comprehensive products obtained during his stay in the hotel. Such as material products (material products actually consumed by guests, such as food and drinks); The part of guests' sensory enjoyment (the experience of equipment and furniture, environmental atmosphere, service technology and service quality through sight, hearing, touch and smell); Part of the guest's psychological feeling (the guest's psychological feeling of the product, resulting in comfort and satisfaction). The evaluation of hotel product quality by guests is essentially a comprehensive evaluation of the above three parts.

2. Interaction between the client and the server. One of the unique features of service is that guests actively participate in the service production process. Every critical moment involves the interaction between guests and service providers. The participation of guests in the service process makes the service effect not only depend on the quality, professional knowledge and whether they are given enough autonomy, but also closely related to the personal behavior characteristics of guests. Therefore, service providers and guests have become the two main goals of hotel marketing management.

3. Overall control of service quality. Service quality is a complex topic, and it is difficult to measure it by a unified objective standard because of the individual subjectivity of service. Therefore, hotel service quality needs to be described from two aspects: technical quality is controlled by service operation rules; The feeling and satisfaction of the guests describe the quality of the function. Customer's satisfaction with service is the result of comparing their perception of accepted service with their expectation of service. When the perception exceeds expectations, the service is considered to be particularly high quality, and the guests express joy and surprise. When expectations are not met, service is doomed to be unacceptable. When expectations are consistent with perception, the quality is satisfactory. The expectation of service is influenced by word of mouth, personal needs and past experience. Therefore, service quality control is a comprehensive process. To improve the service quality, hotels should not only train and motivate service personnel, but also pay attention to improving service facilities and equipment, and pay attention to the behavior of service personnel, because the service environment will have a great impact on the overall service quality perceived by customers.

4. Time value of service products. For the manufacturing industry, there is less demand, products can be stored, and services are not. Service is a perishable product. If it is not used, it will be lost forever. The existence of service equipment, labor and other physical forms can only represent the service supply capacity rather than the service itself. Guests' demand for services is cyclical, and there is a great difference between peak and low periods. Therefore, making full use of service capacity has become a major management challenge, and matching the fluctuating market demand and supply in time has become an important topic of hotel management. It can be imagined that in face-to-face service, the time factor plays an important role in improving the evaluation of the service by the guests.

Fourth, the tourism hotel service marketing strategy

1. Identify a theme for the service. This is the first step to experience hotel service in the economy. When you see the names Hard Rock Restaurant and Tropical Rainforest Cafe, you will immediately think of the feeling of entering the restaurant, because they both have distinct themes. Theming is to create an environment, create an atmosphere and concentrate customers' attention. It is an effective means for customers to gain deep feelings in a certain aspect. It is a positioning under the accurate grasp of consumers' psychological needs and desires. On the one hand, through the two emotional experience stages of physical environment and situation, customers' comprehensive psychological feelings can be closer to the established service theme. The first is the physical environment. Enhance the perception of service by stimulating the guests' senses. The more emotional the experience, the more unforgettable it is. The second is the situation. The theme of environment and atmosphere makes the guests feel warm or elegant, thus touching the inner feelings of the customers and making the experience and feelings of tourists resonate with the theme of the hotel. On the other hand, tourist hotels always have their affiliated tourist markets or destinations, so when determining the theme, they can be close to their affiliated tourist markets and destinations. If the theme is determined according to the tourism market, it is necessary to analyze the market characteristics of hotel tourists. If the theme is determined according to the tourist destination, it is necessary to accurately grasp the tourist theme of the tourist destination.

2. Service differentiation strategy. The essence of differentiation strategy is to create a unique service that can be felt. There are many forms to achieve differentiation, including brand image, technology, characteristics, customer service, dealer network and so on. Hotels regard service as a product based on customer concept. However, because different guests have different needs at the same time and place, and the same guest has different needs at different times and places, the relationship between service products and guest needs is not static. Therefore, the hotel service can not be generally satisfied by the guests only by strict management and standardized operation, and only targeted personalized service can impress the guests' hearts. Of course, personalized service means an increase in costs. Therefore, it is necessary to seek an optimal service model between guest satisfaction and benefit: based on standard services that meet the same needs of most guests, supplemented by non-standard services that meet the individual needs of guests, so as to show the service characteristics of the hotel. For example, the meticulous "personal service" provided by some hotels reflects the artistic creativity of serving different objects flexibly from the heart.

3. Service materialization strategy. Hotel service is intangible. Only by perceiving the tangible things in the service environment can guests establish an understanding of the corporate image and service quality of the hotel. In service marketing management, it is called "service materialization strategy" to use tangible display means that can convey service characteristics and connotation to assist the promotion of service products. Hotels usually make guests feel particularly excited and surprised by creating a good service environment and atmosphere on the basis of ensuring to meet their basic needs, thus improving their satisfaction with the service; Usually, enterprises improve service packaging, such as designing the unique appearance of hotel buildings, unifying service image recognition, and increasing service added value; Improve the social elements of service, improve the social skills of employees, and make guests feel that the hotel is trustworthy.

4. Service extension strategy. The interaction between customers and service providers is one of the essential characteristics of service marketing, and this interaction is not temporary, but should be long-term. The research report shows that the old guests can bring 20 ~ 80% more profits to the enterprise than the first-time guests. For every 5% increase of the old guests, the profit of the enterprise will increase by about 25% ~ 85%. For the hotel industry, which relies heavily on guest consumption, stable and loyal guests have a high tolerance for service price changes and service failures, which is undoubtedly a valuable asset for enterprises. Therefore, in order to cultivate the fixed consumption groups of enterprises and build a good social environment, many hotels extend the connotation of traditional services, provide thoughtful after-sales service and follow-up contact for guests, and strengthen good customer relations. For example, the establishment of hotel guest files, to carry out targeted personalized services. Establish a guest contact and tracking system; Establish guest organizations, such as VIP cards and clubs; These measures enable scattered guests to keep close contact with the hotel all the time, form a wide social network, and constantly strengthen their brand loyalty.

5. Internal and external marketing integration strategy. The traditional marketing theory is mainly external marketing, which promises external guests through various promotional means to stimulate their consumption desire. This is more suitable for tangible products produced by manufacturing industry. The production and sales processes of such products are separated, and consumers generally can't see the production process. Sales and service personnel have little influence on the quality of such products, which is mainly determined by the production process. Therefore, such companies have traditionally ignored the influence of sales and service personnel on product quality and only attached importance to external marketing. In the service industry, because the production and sales of service products are carried out at the same time, the interaction between sales personnel and service personnel of such products and consumers directly affects the quality of products. According to the customer perceived service quality model, the final evaluation of the service is not determined by the actual service quality, but depends on the gap between the promised service and the actual service. Only when the two are consistent or the latter exceeds the level of the former will the guests be satisfied. In order to improve personal sales performance in a short period of time, some hotel waiters cater to guests with promises beyond the actual service capacity of the hotel, so that guests' expectations of service are too high, which will only lead to their dissatisfaction. Therefore, the external marketing of service products must be carried out among employees before they are put into the market, which is called internal marketing. First of all, we should pay attention to the internal market composed of all employees, otherwise the external operation of the hotel will be frustrated. The successful experience of Marriott, one of the most successful hotel companies in the world, is the successful application of internal marketing. Marriott's managers believe that if employees love their jobs and are proud to work in Marriott Hotel, they will serve customers well and satisfied customers will frequent Marriott Hotel. Moreover, receiving pleasant customers will also satisfy employees, thus bringing better service and more repeat customers. "Effective service needs people who can understand the service intention", and internal marketing is the prerequisite for the success of external marketing. Only through the integration of internal and external marketing strategies can hotel services be coordinated and produce positive benefits.

6. Electronic services. 2 1 century is the era of knowledge economy and networking, and the rise of knowledge economy is the inevitable result of the high development of production. Electronic technology is everywhere, which creates conditions for hotels to form data, network, intelligence and virtualization of products and services. E-commerce is first manifested in e-commerce. Catherine Hingston, the director of the Asia Tourism Electronic Commerce Conference in 2000, once said that electronic commerce is very important to the core business of tourism. This is not a fashionable term, but a real term. For example, online booking provides a powerful interface for future hotel dynamic booking, and forms a Web-oriented management system, which greatly reduces operating costs and plays an important role in improving the overall competitiveness of hotels. E-commerce is also manifested in the networking and intelligence of hotel management system. Network management will be formed from the front desk guest registration and checkout to the background management system, personnel management system, procurement management system and warehouse management system. For example, the conference room of Shanghai Tongmao Hotel has adopted a videophone system, which can transmit video, sound and translation at the same time all over the world. These are obviously the manifestations of hotel e-commerce. E hotel means that the high-tech content in the hotel is getting heavier and heavier. Recently, the Hilton Hotel and Restaurant Management College of the University of Houston in the United States has endowed hotels with advanced technologies such as virtual reality, biometrics and "white noise", and put forward the hotel room lighting wake-up system, keyless door lock system, automatic sensing system, virtual reality window, electrically controlled mattress, guest room virtual entertainment center and so on with brand-new connotations in the 2/kloc-0 century. These are no longer dreams, but with the further electronic development of hotels, these will become a reality.

7. Provide personalized service. Personalized service refers to providing customers with differentiated services with personal characteristics, which makes the customers feel proud and satisfied, thus leaving a deep impression and good memories. This "personalization" is the personalization based on standardized services. Standardized services can only meet customers' sexual or basic needs. In the era of experience consumption, customers pursue individuality and differentiation. For different guests, the needs of customers may be completely different, and the differentiation and personalization of products or services have become the value orientation of people's purchase. Therefore, hotels should provide personalized services according to the individual needs of their guests. The most important thing of personalized service is to have a sense of advance, that is, to provide extraordinary services and advanced services. Extraordinary service refers to the extraordinary service provided in an unconventional way to meet the accidental, personalized and special needs of customers. This kind of service can generally exceed the expectations of guests, give them unexpected surprises, and leave a beautiful and profound impression on them most easily. Extraordinary service is advanced, which can make guests feel valued, thus bringing greater satisfaction. If a guest mentioned in the telephone reservation, he would invite a business friend to have lunch together to discuss some business matters, but he didn't make any specific requirements. Restaurant service personnel can mark the words "working meal for two" in the reservation book. On this day, when the guests are taken to the secluded corner seats reserved for them by the hostess, they will be deeply impressed by the advanced and thoughtful service of the restaurant.

Verb (abbreviation of verb) personal service experience

During my sophomore summer vacation, I applied for the front desk of an international hotel. After nearly a month's training, the hotel front office manager can arrange me in the post of concierge reception according to their respective characteristics. The job is to stand in the lobby, observe and find the needs of guests, and provide help and even value-added services in advance. I was first assigned to elevator etiquette, and my job was to meet the guests entering and leaving the elevator. I couldn't find a sense of role at first. I didn't reflect it until the guest pressed the elevator himself. I was even embarrassed to say hello and smiled unnaturally. As time goes by, I try to smile and say "hello, good morning, good noon and good afternoon". Thinking that I am wearing this uniform to serve the guests. So I know that when I see guests coming in, I will press the elevator in advance so that they won't wait too long. I boldly tried to do it. When the guests responded to me by saying "thank you", I increased my confidence. After that, I used to smile and say hello. When guests enter the elevator, I can also send them in with standard elevator etiquette. I often hear compliments and encouragement from guests. You will bring this boring and simple job into your life. This is a guest's evaluation of me. Because of my quick adaptability and good work performance, the elevator etiquette work is over. My workspace has become the whole hall. I began to provide all kinds of personalized services for my guests. Recently, when I saw a guest carrying a box, I stepped forward to greet the guest. After a simple greeting, I asked if the guest had a reservation. After receiving the information, I guided the guest to the front desk and immediately passed the information to the work partner at the front desk, so as to address the guest directly in the next link. Make the work transitive. Once at a work meeting, the manager asked me to talk about my work experience. I said this: "I regard the hotel lobby as my living room, and the guests coming and going are all guests who come to my home." When the guests come, they must be warm and hospitable, and do their duty as the host, so that every guest who walks into the lobby will feel at home and create a home-away atmosphere. " Later, some excellent cases happened to me, including some lovely American friends of American Baby Holding Group. Although it is only two months, I will never forget this precious first job experience. This experience taught me how to think of others, how to be kind to others, and how to help others is to help myself. I also feel the happiness of surpassing myself. As a server, it is very important to learn to find happiness in work and bring sincerity and happiness to work, thus forming a virtuous circle. Embody self-worth while creating value.

Reference of intransitive verbs

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