Question

Discussion 1 - How Service Characteristics In Hospitality & Tourism Vary By International Region

The purpose of the discussion forum is to provide a platform for students to consider how marketing principles may apply differently based on the norms, attitudes, values, beliefs and social practices of different cultures.

In Chapter 2, you’ve been exposed to the Service Characteristics in Hospitality & Tourism Marketing (Inseparability, Intangibility, Variability, Perishability). For this discussion assignment, undertake some research (through the library or other citable resources besides your text book) to gain insight on how those Service Characteristics can vary based on differing international regions (or countries) outside of the United States. In a brief statement, share what you’ve learned about this and provide an example of how you think this will impact marketing to guests that may be coming to the United States from another region or country.

Next, take a position (by choosing one) and providing your justification for which of the four Service Characteristics would be considered most important to emphasize in marketing for a hospitality, travel or tourism business seeking to attract an international target market.

Be sure to cite the source of the information you are referencing using APA guidelines. American Psychological Association (2009). APA publication manual (6th ed,). Washington, D.C.

Additionally, you must read at least two other classmate's postings and provide your observations and/or thoughts on what they've found through their research and how they've applied it in the international hospitality, travel and tourism arena.

Answer 1

We can understand this concept better if we approach it from the perspective of a particular company

Let us take Four Seasons as a prototype.

Four Seasons is a luxury hotel chain which has 82 properties in 34 countries.

For Four Seasons the service characteristics remain same irrespective of which part of the world they were working in .The target market remained same . These were business travellers looking for luxury accommodation and willing to pay a premium for it.

Four Seasons strategy was treating a customer in a way that they would want to be treated themselves. In different international markets they stuck to the same policy.

Four Seasons maintained that the four service principles remained unchanged with respect to geography.

Let us look at each of the four characteristics individually.

Intangibility and Perishability concepts remained same irrespective of place of operation.

Variability was the most important question to be answered as the argument remained whether to opt for standardisation or vary according to culture . Standardisation has it own benefits but may be difficult to implement given that this was a purely service market . However Four Seasons opted for standardisation and the standard was service excellence.

As far as inseparability goes the standards of excellence was married to the brand and the employees were the face of the brand.

Therefore I would say that variability is the most important service characteristic because it differentiates or standardises the service.

Source referred to here Essays in Marketing Strategies adopted by Four Seasons